At LinkedIn, we focus on providing marketing solutions that help clients meet their objectives at every stage of the funnel. Since success can be achieved in multiple ways, evaluating performance across products and across the entire marketing funnel is an important factor when determining ROI. We recently rebranded our partner program as Ads Partners (it used to be Sponsored Updates Partners) to reflect the availability of both Sponsored Updates and Text Ads products with the program. To explore the benefits of running multiple products, our Certified Ads Partner, 4C Insights, worked with us to examine the lift of leveraging Sponsored Updates and Text Ads simultaneously. We hypothesized the blended eCPC and eCTR of both products would lead to better efficiency for advertisers using direct response campaigns. These two products offer competitive auction-based CPC, identical targeting options, unique placement options, and device availability to make sure the right ad is in front of the right person at the right time. 4C Insights tested this theory with its own marketing campaign on LinkedIn, targeting senior marketing professionals over a one-month period with both Sponsored Updates and Text Ads. The results were promising: - 78 percent improvement in CPM and 11 percent more efficient CPC on the days when both ad types were running - Sponsored Updates' CTR improved 50% when accompanied by Text Ads. Integrated marketing has always proved to be a strong strategy for B2B marketers, and the combination of Sponsored Updates and Text Ads proved no exception. For a deeper dive into 4C Insights' test of Sponsored Updates and Text Ads, take a look at this case study.

1. BACKGROUND
4C is powering the future of advertising with software that improves media planning, buying, and
measurement.
A data science company, 4C provides brands, agencies, and networks with actionable audience insights
that increase advertising effectiveness and efficiency across social, mobile, digital, TV, and more.
4C is the first company that earned distinctions of being Twitter Ads Certified, a Facebook Marketing
Partner, Instagram Ads API Partner, LinkedIn Certified Ads Partner, and Pinterest Marketing Developer
Partner; giving advertisers single sign-in capabilities across all 5 social networks.
CHALLENGES
LinkedIn offers multiple ad types, which creates a limitless combination of strategies for reaching customers
and prospects. However, this also makes it difficult to find the optimal mix of LinkedIn ad types that will
maximize performance.
IMPROVES PERFORMANCE
Across Multiple Ad Types on LinkedIn
4CINSIGHTS.COM | 14C Improves Performance Across Multiple Ad Types on LinkedIn
In addition to helping advertisers target, buy, and measure social ads through its Social Ads platform, 4C
utilizes LinkedIn as a demand generation tool for new customer acquisition. To maximize value, 4C needed
to determine the best combination of LinkedIn ad types that would reach a niche B2B audience.
SOLUTION
To identify the optimum combination of LinkedIn Sponsored Updates and Text Ads, 4C data scientists ran a
variety of lead generation creative over a one-month period. Using 4C’s Social Ads platform, the initiative
targeted marketing, broadcasting, and public relations professionals.
To maximize value, 4C needed to determine the
best combination of LinkedIn ad types that would
reach a niche B2B audience.

2. RESULTS
4C demonstrated significant synergies and performance improvements when LinkedIn Sponsored Updates
and Text Ads were run simultaneously.
IMPROVES PERFORMANCE
Across Multiple Ad Types on LinkedIn
4CINSIGHTS.COM | 24C Improves Performance Across Multiple Ad Types on LinkedIn
Sponsored Updates CTR
0%
0.5%
1%
Sponsored
Updates
Only
Sponsored
Updates +
Text Ads
Average Daily CPC
$0
$4
$8
Single
Ad Type
Both
Ad Types
Average Daily CPM
$0
$5
$10
Single
Ad Type
Both
Ad Types
Results showed a 78% improvement in CPM and 11% more efficient CPC on the
days when the both ad types were running versus a single ad type. Sponsored
Updates CTR improved 50% when accompanied by Text Ads.
Run LinkedIn Sponsored
Updates and Text Ads
simultaneously for CPC
and CTR improvement
Reinforce value proposition
with similar messaging
across Sponsored Updates
and Text Ads
Use identical target
audience for each pair
of ad types and tailor
creative to audience
BEST PRACTICES