How to accurately interpret campaign performance data, make informed decisions about strategy and next steps, and optimi

2. Understanding Reporting and Optimization in Sponsored Content Carissa PeraultSr. Account Manager LinkedIn Tory Le Marketing Consultant LinkedIn

3. Agenda • Analyzing campaign performance • Understanding click intelligence • Adding tags to your campaign URLs • A/B testing your campaigns • Bidding strategically • Optimizing new campaigns based on metrics

4. Analyzing campaign performance

5. Understanding CTR vs. engagement rate

6. Understanding the impact of social actions (Social Actions x eCPC) ÷ Total Investment = Percentage Value Add Example: (789 Social Actions x $7.20 eCPC) ÷ $32,000 spent to date = 17.7% Value Add $5,680.80 Value Add

7. LinkedIn benchmarks

8. Understanding click intelligence

9. Who is your decision-making group?

10. Understanding click demographics Who is engaging with your content? How can you expand upon this audience (e.g., IT job function, groups, skills, etc.)

11. Adding tags to your campaign URLs

12. UTM parameters • Allow us to measure the impact after the click • Good=measurement to the campaign level • Best=measurement to the content level • Example: • https://www.example.com/resources/whitepaperXYZ?utm_source=linkedin_ads&utm_medium=social_ads&utm_campaign=CampaignA&utm_content=whitepaperXYZ

13. A/B testing your campaigns

14. How to set up A/B test campaigns Test variables • Content • Targeting • Bidding • Landing page One campaign, two posts Test the performance of two posts on the same audience Two campaigns, two posts Test the performance of the same post on different audiences NOTE: Test one variable at a time within each campaign

15. A/B test campaigns: content Headline • question vs. statement • headline vs. no headline • casual vs. professional tone Image • text within image vs. no text • image size • pop up images • illustration vs. photography Product Description • long vs. short • action-oriented vs. thought-provoking

16. A/B test campaigns: targeting Campaign A Audience: Sales Skill | Seniority: Manager+ Campaign B Audience: Sales Job Function | Seniority: Manager+ Measure CTR CPC Leads Conversion rate

17. A/B test campaigns: landing page • Color of call-to-action button • Form fill shown above vs. below the fold • Select “Rotate ads evenly” option for all posts

18. A/B test campaigns: bids • Run campaigns on CPC vs. CPM • Test competitive bid ranges • Measure CTR, CPC, CPL,and conversion rate

19. Bidding strategically

20. Bid above the suggested bid range Maximize every opportunity Bidding strategically High bids = SC shown above the fold in newsfeed Scale reach and exposure

21. Bidding strategically

22. Understanding the relevancy score

23. Understanding the relevancy score

24. Setting a daily budget $300 $200 $100 *Suggested *Minimum *Highly Suggested

25. Optimizing new campaigns based on metrics

26. Using metrics to optimize new campaigns Front End • CTR • Engagement rate • Clicks • Impressions Back End • CPL/CPA • Conversions • Conversion rate New campaigns

27. Q&A