Learn how to leverage the Campaign Manager reporting tool to: - Accurately interpret campaign performance data - Make informed decisions about strategy and next steps - Optimize your campaigns for future success

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

3. 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_c
ampaign=CampaignA&utm_content=whitepaperXYZ

13. A/B testing your campaigns

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

15. A/B test campaigns: content
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
Headline
• question vs. statement
• headline vs. no headline
• casual vs. professional tone

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

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. Bidding strategically
Bid above the suggested bid
range
Maximize every opportunity
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
$100
$300
$200
*Minimum *Suggested *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

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