1. Tuesday, November 29th, 2016 11:00a GMT | 12:00 CET
#getstartedwithlinkedin
2. Todays Agenda 1. Introduction to LinkedIn Marketing
Solutions 2. Live Demo 3. Q&A #getstartedwithlinkedin
3. Have Questions? Use the Q&A button at the bottom of your
screen and we will answer them after the presentation A recording
of this webcast will be sent to you after the event
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4. Who we are? Alexandra Dan Senior Marketing Solutions
Specialist, Dublin Geard Buckley Online Marketing Manager, Dublin
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5. For the first time in the history of media you can engage
with the worlds professionals in one place
#getstartedwithlinkedin
6. The largest global community of professionals 61M
senior-level influencers 40M decision makers 10.7M opinion leaders
6.8M C-level execs 22.8M Mass Affluent 4.1M IT decision makers
450Mprofessionals are on LinkedIn #getstartedwithlinkedin
7. The manifestation of the professional mindset SPEND
TIMEINVEST TIME LinkedIn Trending Facebook Trending Twitter
Trending Ellen Degeneres OK Go Rannoch Moor Brian Friedman James
Corden Jo Cox Tony Blair Invasion Standing Rock Indian Reservation
Recruiting Employee Engagement Social Media Self-Esteem Lean
Manufacturing Integrated Marketing Design Thinking Cloud Computing
Personal Development I Am Thankful For Happy Thanksgiving Steven
Gerrard T in the Park Thursday Thoughts Add a Band Name to a Film
Auto Archives Paul Futcher MST3K #getstartedwithlinkedin
8. 9 billion content impressions / week 15X content vs job
postings in the feed 57% mobile Professionals engage with purpose
and with content #getstartedwithlinkedin
9. Advertising on LinkedIn Text Ads Sponsored Content Platform
Desktop only Desktop, mobile, tablet Pricing CPC or CPM CPC or CPM
Payment Pay as you go; Credit card Pay as you go; Credit card
Targeting Targeted audience Targeted audience Ad Placement Text
link on homepage; right hand rail or horizontally at bottom of
pages: homepage, profile page, search results, groups, SlideShare
LinkedIn news feed #getstartedwithlinkedin
10. #getstartedwithlinkedin
11. Lets Get Started! Set up your account
12. 04 Select the currency you want to use for payment and
bidding. Once you select the currency, you cannot change it. 03
Choose the company with which this account will be associated and
name the account. 02 01 Access LinkedIns Campaign Manager at
https://www.linkedin.com/ads/home. Create a Business Account To
start, you will need to make a business account. A business account
allows you to separate ads and billing information, share business
account access with other team members and conveniently link a
Company Page. From the Campaign Manager homepage, click Add account
in the top right-hand corner. 05 Click Add account. Your account
will be on hold until you edit your billing details, which you can
do now or after you set up your first campaign.
#getstartedwithlinkedin
13. Enter Billing Information 01 Click the Edit your billing
details link in the banner message. 02 Enter your credit card
information. 03 Click Review Order to confirm and save your
information. #getstartedwithlinkedin
14. Add/Edit Users You can grant access to your Business
Account and assign different permissions to each user. Account
Managers can manage campaigns and view performance analytics. The
user who creates the account will automatically be assigned the
Account Manager role. 03 Next, choose the level of management
rights for the user youre adding. The chart below details the
management roles: 02 01 From the Campaign Manager homepage, click
the settings icon and select Manage access. Click Add user to
account. Begin typing the name of the person you wish to add and
select him or her from the list. Activity Account Manager Campaign
Manager Creative Manager Viewer View campaign data and reports
Create new & modify existing campaigns Create new & modify
existing creatives Edit account details Manage user access
#getstartedwithlinkedin
15. LinkedIn Self-Service Playbook for Agencies 15 Add/Edit
Users You can grant access to your Business Account and assign
different permissions to each user. Account Managers can manage
campaigns and view performance analytics. 05 To modify the
management rights a user has, locate the user whose permissions you
want to edit and click the dropdown menu to select the new role.
Click Save changes. 04 Once youve granted the appropriate
management rights to a user, click Add user to account to save your
changes. The person youve added will then appear. LinkedIn
Self-Service Playbook for Agencies 15 05 To remove a user, click
the x that appears to the right of his/her name. If you are
removing a Billing admin, you must assign a new contact as the
Billing admin before you can remove the user. Click Save changes.
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16. Youve created your account, now its time to launch your
campaign! How to Create a Campaign #getstartedwithlinkedin
17. DEMO Sponsored Content
18. Sponsored Content Best Practices
#getstartedwithlinkedin
19. Sponsored Content Best Practices Cheat Sheet Optimizing
content Always ask, why would my audience read this? Use concise
and compelling headlines Include a clear call to action, regardless
of the objective Make sure your landing pages are optimized for
mobile traffic Managing updates Plan your editorial calendar, but
also react to timely events Run 4-5 pieces of content in each live
campaign Rotate a new piece of content into your account ever 2-3
weeks A/B Test with images, intro texts, and headlines Optimizing
visuals Always include an image, presentation, or video Ensure the
thumbnail is relevant for external links
20. Text Ads Here are some tips Speak directly to your target
audience through your headline and text.Include an image to grab
your audiences attention. Ads with images perform significantly
better than those without. Images with bright colors are more
likely to catch the attention of your audience. For example, if
youre targeting finance professionals, include relevant job titles
or the word finance within the ad. Use industry-specific language
that customers can relate to. Weve seen a 20% lift in CTR when ads
include an image. Include a strong call to action, such as Try,
Download, Sign up or Request a Quote. Create 3-4 variations of your
ad per campaign. Test images, text, and call-to-action phrases to
see what works best with your audience.Words and phrases that
encourage action and urgency tend to perform well. Rotate in new
creatives at least once a quarter.Double check your landing page
Make sure text is concise and easy to read.Make sure your landing
page (the place where someone goes when they click) matches your
ad. Clearly list the benefits of your products and services.
21. Campaign Manager Tool - What to Remember Campaign Creation
Try and aim for an audience size that is specific, but large enough
to create scale Running 4 -5 Pieces of content will spread the
daily budget more evenly Keep the Sponsored Content Specifications
in mind for images sizes and character limits Bid ranges are
provided on the Bid and Budget tab. Be sure to revise your bids as
the campaign runs Managing updates Be sure to pause lower
performing pieces of content (after 3-4 weeks) if they are below
the .32% CTR benchmark Make sure that you have DSC access to your
company page in order to create Direct Sponsored Content Click
Demographic Data is available at the account and individual
campaign level
22. Stay tuned for a dedicated webinar in the new year! Or
visit our EMEA blog for more details
business.linkedin.com/en-uk/marketing-solutions/blog Sponsored
InMail #getstartedwithlinkedin
23. Have Questions? Use the Q&A button at the bottom of
your screen and we will answer them after the presentation A
recording of this webcast will be sent to you after the event
#getstartedwithlinkedin