1.
Laura McKee
Account Manager, LinkedIn
Jasmine Hendriks
Account Manager, LinkedIn
Welcome to the LinkedIn Ads Platform
Master Class for Higher Ed
#LinkedInEDU

2.
Why LinkedIn?
#LinkedInEDU
450M+
members worldwide
25k+
Colleges and universities have
a presence on LinkedIn
49%
of members are at least
considering further study

3.
Today’s
agenda
1) Three Factors to Sponsored Content Sucsess
• Content
• Targeting
• Bids & Budgets
2) Conversion Tracking
3) Campaign Manager Tool Demo
4) Q&A
#LinkedInEDU

4.
• Deliver content to targeted audiences in the
world’s only professional feed
• Reach just the right audience with
comprehensive targeting options
• Reach target on every device—desktop, tablet,
and phone—with a variety of content formats,
including rich media
• Choose to invest on a CPC or CPM basis
• Improve performance with real time analytics
Deliver rich content
across all devices via
the LinkedIn feed
#LinkedInEDU

5.
Three factors of Sponsored Content success
Content
Target
Size
Bids &
Budget
#LinkedInEDU

6.
● Run 4 unique pieces of content
○ Frequency cap: Members can see up to 4 pieces of
unique content per company page every 48 hours
○ Running 4 pieces concurrently allows system to
optimize for best-performing updates
● Optimize towards best-performing or top
converting content
○ Make optimizations depending on your goals
● Align Content
○ Ensure your content is relevant and you are getting
engagement which raises your relevancy score on
LinkedIn
● Use DSC (Direct Sponsored Content)
○ Use DSC to test more copy variations and images
(these updates do not live on your company page)
Content
#LinkedInEDU

7.
● Broader = Better
○ Broader targets allow for gathering of statistically
significant data to inform optimizations
○ Broader audiences tend to have lower CPCs than more
niche ones
● Aim for audience sizes of 300K+ for scale
purposes
● Layer Broad with Narrow Targets
● Use Audience Expansion when using manual
targets
Targeting
#LinkedInEDU

8.
d
Ways you can target on LinkedIn
Introduction to Targeting
Seattle, WA USA
Boston University
Communication
Bachelor of Science
2011, 25-34
Simply Measured, 51-200,
Internet
Senior Marketing Manager,
Marketing, Senior IC
CMA, LEWIS, Social Tools
SEO, Social Media, Digital
Marketing, Blogging
Location IP
School
Field of Study
Degree
Graduation Age
Company Size Industry
Job Title
Function
Seniority
Groups
Skills
Danie
#LinkedInEDU

9.
Don’t use too many layers of targeting
• Best practice is 300,000+ members
• Trust your audience to self-select and allow
your content to do the targeting for you
• Engagement increases with broader
audiences and also allows for optimizations
• Broader audiences tend to drive down your
CPC
Audience Size
#LinkedInEDU

10.
z
Limits your audience to a very
specific target
21x larger audience and engages
other potential candidates
Remember:
When you purchase CPC, only
members interested in learning more
about your program will engage with
the content!
Audience Size
#LinkedInEDU

11.
YOE vs. Seniority
Targeting Parameter Recommendation
Years of Experience Based on work history in member
profiles.
Great way to test audience targets. Can be
especially relevant for EMBA programs.
Seniority Based on position names listed
in members profiles.
Can be added as an additional filter.
#LinkedInEDU

12.
Age & Gender Targeting
Age SeniorityYOE
Targeting Parameter Recommendation
Age Inferred based on member’s graduation year Use a seniority or years of experience filter
instead of age.
Gender Inferred based on member’s name Avoid gender targeting when possible

13.
z
Not using Bachelor’s inclusion targeting -
by using this will be weeding out a lot of
qualified members since many members
don’t include this field (screenshots left).
Differences in audience size can be seen
by using the campaign manager and
including/excluding degrees.
Degree Targeting
#LinkedInEDU

14.
● LinkedIn utilizes a second price auction
● Bids are a ceiling and rarely reflect actual cost
○ Bid above the range
● Niche and premium audiences yield higher bids
● Best practice is $100 daily budget per target
○ Low daily budgets result in morning delivery
● Larger audience, larger daily budget
○ 100K-500k: $100+ daily budget per target
○ 500k+: $500+ daily budget per target
● Know what your goal is and align to your
overall strategy
Bids & Budgets
#LinkedInEDU

15.
Optimize the three facets of success:
Bids & budgets
Audience
Content (operations and value)
Key Takeaways
#LinkedInEDU

16.
d
What is
conversion tracking?
#LinkedInEDU

17.
Easily measure and optimize the business impact of your LinkedIn
ads
LinkedIn conversion tracking
#LinkedInEDU

18.
Track all of your conversions right in
Campaign Manager
Record leads from your LinkedIn campaigns across
desktop and mobile, whether members convert after
clicking on—or even just viewing—your ads.
Understand your ROI
Measure the true value you’re getting from your
Sponsored Content and Text Ads campaigns,
including return on ad spend, conversion rate, cost
per conversion, and more.
Optimize for the results that matter most
See which ads, audiences, and offers are driving
conversions for your business. Use this data to
improve your campaigns at every stage.
Why conversion tracking for LinkedIn ads?

19.
A conversion is an action that a
member takes, like filling out a
webinar registration form or
downloading a white paper.
Conversion tracking is the ability
to measure conversions and then
attribute it back to the source that
provided the initial click or view.
By tracking these conversions, you
can more easily gauge the ROI of
your campaigns.
Conversion
tracking defined
Thank You!
Your download should start automatically.
If not, click here.
+1
Step
1A prospect clicks on
or views an ad
Step
2Prospect lands on your
site and submits a
form.
Step
3Prospect lands on “Thank
You” page, gets counted
as Conversion.
Step
4Prospect is registered as a
conversion in your LinkedIn
campaign reporting.
#LinkedInEDU

20.
d
Campaign Manager Tool
Demo
#LinkedInEDU

21.
©2014 LinkedIn Corporation. All Rights Reserved.
Questions?
#LinkedInEDU

22.
©2014 LinkedIn Corporation. All Rights Reserved.
Thank you!
#LinkedInEDU