You’ve launched campaigns, A/B tested, and know LinkedIn best practices…. Now it's time to take your LinkedIn campaigns to the next level. Learn how with the help of this deck from our Masterclass series!

1. Advanced Strategies
On LinkedIn

2. Amanda Green
Carissa Perault
Your
Presenters

3. You’ve Launched Campaigns, A/B Tested, and
Know LinkedIn Best Practices….

4. Now What?

5. Time to Take Your LinkedIn Campaigns to the
Next Level

6. Agenda
The Next Step in Targeting:
Matched Audiences
↓
The Next Step in Strategy:
Marrying Sales + Marketing
↓
The Next Step in Reach:
Pairing Products for Impact
↓
The Next Step for Product Enhancements:
Account Signals on When to Use Advanced Features
↓
The Next Step for LinkedIn:
Product Roadmap

7. Matched Audiences

8. Matched Audiences Overview
What Targeting Functionality Exists with the Release of
Matched Audiences within Campaign Manager

9. Matched Audiences Overview
What Targeting Functionality Exists with the Release of
Matched Audiences within Campaign Manager

10. Adding a LinkedIn
Insight Tag
IMPORTANT:
Skip this step if you already have
an insight tag on your page
Add a lightweight javascript code
to your site
Instructions / FAQ
Video: Generating a LinkedIn Insight Tag
1
Only add one tag per website domain
Make sure all your domains are listed on the Insight Tag
menu or the retargeting segment may not work correctly.
2
Give the tag some time to build
While the tag may take up to 48 hours to build your
audience, you can set up your website targeting
segments right away.
3
1
STEP
10

11. Copy + paste the Insight Tag code into your site’s
global footer, or email the instructions to your web
team.
if you already have a
LinkedIn tag on your site
If adding the tag to your global website
footer is not possible, tag the page(s)
you want to use for website retargeting
While website retargeting
may work with an image pixel,
javascript tag is recommended
IMPORTANT: SKIP THIS STEP
WORKAROUND FOR GLOBAL TAG
IMAGE PIXEL SUPPORT
11

12. Creating website
retargeting
audience segments
Once your account is set up, navigate
through the campaign creation flow until
you reach the targeting page
Click on Create an audience to retarget
Define the web URLs that will make up
your website retargeting segments
1
2
3
Complete setup steps and activate
your campaign
4
Your campaign can begin delivering once your
audience segment reaches 300 members
2
STEP
12

13. Once you arrive on the targeting page, click on Create an audience to retarget.
User must have “Account manager” or
“Campaign manager” access to
access website retargeting
ACCESS TO CREATE AUDIENCES
13

14. Name your audience segment and add the specific web page
URLs you’d like to use in your retargeting audience.
Only you and admins managing your
campaign will see the audience name
The URLs must belong to a domain
you entered in your Insight Tag
You can always come back and add
additional URLs to your audience segment
SEGMENT NAME
ADD THE WEBSITE URL
ADDING MORE URLS
Multiple URLs in one segment are “OR”
example: “acme.com/products” OR
“acme.com/services”
“OR” RELATIONSHIP BETWEEN URLS
14

15. You have three different website URL options when setting up your website retargeting audience segment.
“Starts with” – Select this option to
include any page whose URL starts with
these characters.
“Exact” – Select this option to target
pages whose URL matches these
characters in their entirety.
“Contains” – Use this only on pages whose
URL contains these characters.
15

16. Let your
audience build
3
STEP
Once you’ve finished setting up your audience,
click “Done” to proceed.
You can proceed with setting your campaign live or save your campaign
as a draft until the audience builds up.
If you set your campaign live, it can begin delivering
as soon as your segment reaches 300 people.
We need sometime to build your
audience…
16

17. Helpful tips to keep in mind
Audiences will not be matched unless the Insight Tag is correctly installed. Please
make sure that the Insight Tag appears as Verified before building your audiences.
Provided that you have enough traffic across your website segments, your audience
may take up to 48 hours to build.
At least 300 members must be matched first before the campaign can begin serving
impressions to your website visitors.
Once at least 300 members are matched, the campaign will launch automatically
if you activated your campaign by clicking “Launch.”
17

18. Once you’ve finished setting up your campaign, you can access your retargeting
audiences under Tools in the top navigation menu.
18

19. Clicking Edit will allow you to edit details on any retargeting audiences you’ve
created.
You can add any additional URLs if needed here (please note that it will take up to 48 hours to add any
additional audiences).
19

20. Matched Audiences Overview
What Targeting Functionality Exists with the Release of
Matched Audiences within Campaign Manager

21. DEMO
ABM List Upload

22. Matched Audiences Overview
What Targeting Functionality Exists with the Release of
Matched Audiences within Campaign Manager

23. Contact Targeting Using Data Integrations
How to Set Up Within Campaign Manager

28. Noteworthy Items:
For larger lists, it may take up to 24hrs for the lists to appear
The lists will automatically sync to your contact management
platform (within 24hrs)
List must hit 300 people before it can be used as a targetable
segment
We integrate with Marketo, Eloqua, and Liveramp

29. Questions?

30. Contact Targeting Using Data Integrations
Use Cases & How to Measure Success

31. Use Cases Content How to Measure
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
repurpose our top performing
blog articles and run on
Sponsored Content.
Engagement or Movement
within Pipeline
(Marketo Interesting Moments
or Eloqua Digital Body
Language)

32. Use Cases Content How to Measure
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
repurpose our top performing
blog articles and run on
Sponsored Content.
Engagement or Movement
within Pipeline
(Marketo Interesting Moments
or Eloqua Digital Body
Language)
Marketing or Sales Qualified
Leads
Overview of the product or
platform, product examples,
testimonials and case studies
Opportunity Creation

33. Use Cases Content How to Measure
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
repurpose our top performing
blog articles and run on
Sponsored Content.
Engagement or Movement
within Pipeline
(Marketo Interesting Moments
or Eloqua Digital Body
Language)
Marketing or Sales Qualified
Leads
Overview of the product or
platform, product examples,
testimonials and case studies
Opportunity Creation
Contacts in Pipeline
Promote a guide on specific
features
Movement in Pipeline
(i.e. Exploration Opp to
Proposal or Closed Won)

34. Use Cases Content How to Measure
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
repurpose our top performing
blog articles and run on
Sponsored Content.
Engagement or Movement
within Pipeline
(Marketo Interesting Moments
or Eloqua Digital Body
Language)
Marketing or Sales Qualified
Leads
Overview of the product or
platform, product examples,
testimonials and case studies
Opportunity Creation
Contacts in Pipeline
Promote a guide on specific
features
Movement in Pipeline
(i.e. Exploration Opp to
Proposal or Closed Won)
New Customers / High Value
Customers/ Upsell
Opportunities
Product How-To’s, Case
Studies, Product Releases or
Industry News that relates back
to value prop
Reduced Churn / Upsell &
Renewal Rate (Retention
Marketing)

35. Use Cases Content
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
we repurpose our top
performing blog articles and run
on Sponsored Content.
Marketing or Sales Qualified
Leads
Promote Sophisticated
Marketer’s Guide - overview of
the platform, product examples,
testimonials and case studies
Contacts in Pipeline
Promote a guide on specific
LinkedIn features - highlighting
the power of LinkedIn targeting
New Customers / High Value
Customers/ Upsell
Opportunities
Product How-To’s, Case
Studies, Product Releases or
Industry News that relates back
to value prop

36. Use Cases Content
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
we repurpose our top
performing blog articles and run
on Sponsored Content.
Marketing or Sales Qualified
Leads
Promote Sophisticated
Marketer’s Guide - overview of
the platform, product examples,
testimonials and case studies
Contacts in Pipeline
Promote a guide on specific
LinkedIn features - highlighting
the power of LinkedIn targeting
New Customers / High Value
Customers/ Upsell
Opportunities
Product How-To’s, Case
Studies, Product Releases or
Industry News that relates back
to value prop

37. Use Cases Content
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
we repurpose our top
performing blog articles and run
on Sponsored Content.
Marketing or Sales Qualified
Leads
Promote Sophisticated
Marketer’s Guide - overview of
the platform, product examples,
testimonials and case studies
Contacts in Pipeline
Promote a guide on specific
LinkedIn features - highlighting
the power of LinkedIn targeting
New Customers / High Value
Customers/ Upsell
Opportunities
Product How-To’s, Case
Studies, Product Releases or
Industry News that relates back
to value prop

38. Use Cases Content
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
we repurpose our top
performing blog articles and run
on Sponsored Content.
Marketing or Sales Qualified
Leads
Promote Sophisticated
Marketer’s Guide - overview of
the platform, product examples,
testimonials and case studies
Contacts in Pipeline
Promote a guide on specific
LinkedIn features - highlighting
the power of LinkedIn targeting
New Customers / High Value
Customers/ Upsell
Opportunities
Product How-To’s, Case
Studies, Product Releases or
Industry News that relates back
to value prop

39. Noteworthy Items:
Need to have content that is tailored to the customer
base you are bringing over
Need to be prepared to measure traction and
movement within your Contact Management Platform
(cpc, cpl, or mql measurement doesn’t truly measure
success here)

40. Questions?

41. Leveraging Lists for Exclusions
Using Existing Data to Tailor Who You’re Messaging

42. Contact
Management
Platforms
(Known Prospects
or Customers)
Email Lists
(Known
Prospects or
Customers)
Retargeting
Pools
(Engaged
Audience)
We Have the Data...
Website
Converters
(Engaged
Audience)
Account Lists
(Prospect
Accounts OR
Competitors
OR Clients)

43. Use Cases Content
Demographic Targeting [EXCLUDING]
Known or Engaged Prospects
High Level Content, Introductory Assets,
Value Prop/Industry News
Retargeting [EXCLUDING] Current
Clients
Educational pieces, Product
Options/Demos, Case Studies
Retargeting or Demographic Targeting
[EXCLUDING] Competitor List
Same As Above (ensures you are not
wasting impressions or sharing your
content strategy)
...Now Lets Use It!

44. Balancing Accuracy with Scale
Appropriately Integrate Matched Audiences with Your Strategy

45. DON’T [go too niche]

46. DON’T [Mix Remarketing with outside Lists]
These Two Features will ‘AND’ not ‘OR’

47. DO [Have a Balanced Strategy]
Robust and Accurate Targeting...that’s Balanced

48. It’s an Art not a Science
Test What Works Best to Achieve Your Marketing Goals

49. EXAMPLE
Let’s Say You Want to Target IT Decision Makers....

50. EXAMPLE
It Works...But is it the Best?
BASIC

51. EXAMPLE
Let’s Get Robust
FA=IT,
Director+
in North
America
IT Decision
Makers

52. EXAMPLE
Measure
FA=IT,
Director+
in North
America
Site
Retargeting
IT Decision
Makers

53. EXAMPLE
Measure
FA=IT,
Director+
in North
America
Site
Retargeting
ABM List
from Field
Team
IT Decision
Makers

54. EXAMPLE
Measure
FA=IT,
Director+
in North
America
IT Groups
with
Manager+
Site
Retargeting
ABM List
from Field
Team
IT Decision
Makers

55. EXAMPLE
Measure
FA=IT,
Director+
in North
America
IT Groups
with
Manager+
Marketo
Contacts in
Pipeline
Site
Retargeting
ABM List
from Field
Team
IT Decision
Makers

56. EXAMPLE
Measure
FA=IT,
Director+
in North
America
IT Groups
with
Manager+
Marketo
Contacts in
Pipeline
Site
Retargeting
ABM List
from Field
Team
IT Skills
with
Manager+
Layer
IT Decision
Makers

57. EXAMPLE
Measure
FA=IT,
Director+
in North
America
IT Groups
with
Manager+
Marketo
Contacts in
Pipeline
Site
Retargeting
ABM List
from Field
Team
IT Skills
with
Manager+
Layer
IT Decision
Makers
CPL: $68
CPL: $92
CPL: $212
CPL: $44
CPL: $84
CPL: $198
(but seeing
strong traction
with movement
from 25% to
proposal stage)

58. EXAMPLE
Measure
FA=IT,
Director+
in North
America
IT Groups
with
Manager+
Marketo
Contacts in
Pipeline
Site
Retargeting
ABM List
from Field
Team
IT Skills
with
Manager+
Layer
IT Decision
Makers
CPL: $68
CPL: $92
CPL: $212
CPL: $44
CPL: $84
CPL: $198
(but seeing
strong traction
with movement
from 25% to
proposal stage)

59. Questions?

60. Break

61. Sales + Marketing:
Better Together

62. Sales + Marketing Working Together
….it’s a Trending Topic

63. Marrying Sales + Marketing On LinkedIn
How To Guide

64. The Challenge
LinkedIn Campaigns are
bringing in leads to your
inbound sales teams, but
not converting to Sales
Accepted leads (i.e. High
Volume but Low Quality)
Marrying Sales + Marketing On LinkedIn

65. The Challenge
You are having trouble with
scaling campaigns that are
targeting your decision
maker
Marrying Sales + Marketing On LinkedIn

66. The Solution
Identify Gaps between your
Saved Leads and Target
Audiences. Then adjust your
marketing efforts to align
with sales to increase
traction and/or expand scale
Marrying Sales + Marketing On LinkedIn

67. How?
Sales Navigator Audience Audit

68. Your Sales Team is heavily focused on the below Industries

69. Your Marketing Aligns Well With the Top Three Industries

70. But There is Room for Improvement Among Other Industries
Retail
Professional
Services
Government

72. ● Streamline alignment between marketing and sales
at Genesys
● (ABM), expanding the company’s database of
contacts within both existing customer accounts as
well as with new key clients identified by sales
● Leveraged thought-leadership content – including
partnered-reports from Forrester and Gartner, as
well as e-books and playbooks– the team worked to
educate their audience and generate top-of-funnel
leads
● Bhavisha Oza, Director of Digital Marketing, “You
need a critical mass – even for ABM, you can’t
target 1,000 companies and expect your campaign
to deliver optimal cost per acquisition (CPA). The
smaller your list is, the higher your CPA gets.”

73. Challenge
● Develop an effective ABM strategy
● Fine-tune specific target audience
Solution
● LinkedIn Sponsored Content
Results
● 60% net new Marketing Captured Leads
● 0.43% CTR for IT target audience
● 0.47% CTR for support target audience
● 2.7% average conversion rate; 4% conversation
rate for top-performing offer

74. Questions?

75. Pairing Products for Impact

76. Product Pairing for Event Based Content
Sponsored Content + InMail

77. Sponsored Content + InMail
Sponsored InMail open
rates are 128% higher
if users are exposed to
Sponsored Content first

82. Product Pairing for Evergreen Content
Sponsored Content + Text Ads

83. Metric Sponsored Content Alone Text Ads
Conversions 581 405
Conversion Rate 0.35% 40%
Cost Per Conversion $467.73 $25.64
Investment $300k/qtr $10k/qtr
Product Pairing for Evergreen Content
Tech Company (Security) | 500 Employees | Privately Held

84. Product Pairing for Evergreen Content
Tech Company (Security) | 500 Employees | Privately Held

85. SnapCap is an online lending platform that specializes in
offering loans to small business owners who are
under-served by banks or who may not have access to
capital.

88. Questions?

89. Advanced Features
& When to Use

90. With all of the recent enhancements to LinkedIn
Ads, how do I know what’s right for me?

91. Lead Gen Forms

92. Lead Gen Forms
What You’re Trying to
Improve
KPI Will Lead Gen Forms Help?
Conversion Rate CPL
Yes, by removing the friction of
conversions on mobile devices

93. Lead Gen Forms
What You’re Trying to
Improve
KPI Will Lead Gen Forms Help?
Conversion Rate CPL
Yes, by removing the friction of
conversions on mobile devices
Marketing Qualified Leads MQL
Yes, IF what is hindering the
movement to MQL or SQL is the need
for prospects to download more
assets or certain assets (demos, free
trial etc.)
Sales Qualified Leads SQL

94. Lead Gen Forms
What You’re Trying to
Improve
KPI Will Lead Gen Forms Help?
Conversion Rate CPL
Yes, by removing the friction of
conversions on mobile devices
Marketing Qualified Leads MQL
Yes, IF what is hindering the
movement to MQL or SQL is the need
for prospects to download more
assets or certain assets (demos, free
trial etc.)
Sales Qualified Leads SQL
Opportunity Creation
# Of Opps Touched by LI,
or end ROI of LI
Not Directly. May be useful to include
within your strategy, but pay close
attention to lead quality, and ensuring
your targeting is locked in

95. Noteworthy Items:
Lead Gen forms are only on mobile at this time
Help to reduce the friction of a conversion on mobile
Will help if your main issues are at the point of conversion, but
will not be an immediate fix for quality issues that are surrounding
MQL/SQL, or overall ROI

96. Conversion Tracking

97. What does the Insights Tag do?
Website Retargeting
97
Laptop screen area
Conversion Tracking &
Auto-Optimization*
Website Demographics*
*Coming in Q3
Tips when using the Insights Tag:
● Place the tag in the Global Footer of your site
● Only have one Insights tag on your landing pages to prevent tracking
discrepancies
● Need an Image pixel? Reach out to your LinkedIn rep for more info!

98. Laptop screen area
Measure lead quality and advertising ROI
Add LinkedIn Insight Tag
to your website
The Insight Tag lets you
measure conversions, site visitors,
and other meaningful business data.
STEP 1
98

99. Measure lead quality and advertising ROI
STEP 2
Laptop screen area
99
Use conversion tracking
Measure leads collected on
your website with LinkedIn’s
free native conversion
tracking tool

100. Use demographic analytics
Ensure you’re converting the
right people: Use LinkedIn’s
campaign reporting to
measure the types of
segments you’re converting.
Measure lead quality and advertising ROI
STEP 3
Laptop screen area
100

101. Use conversion tracking
auto-optimization
Set your campaigns to
optimize toward the highest
converting ad.
Measure lead quality and advertising ROI
STEP 4
Laptop screen area
101

102. Track the lead metrics that matter most
Cost per lead
Cost per
qualified lead
Cost per acquisition,
revenue per lead
LinkedIn advertisers often
pay less per qualified
lead and new customer
acquired compared to other
ads platforms
102
STEP 5

103. Conversion Tracking
CASE STUDY
increase in CTR in
the three months
during campaign
2x overall lead-to-demo ratio,
resulting in many sales-qualified
opportunities
85%
“It had been very complex for us to track performance.
LinkedIn conversion tracking makes it easy.”
Priyank Savla
Digital Marketing Manager
NetBrain Technologies
Full case study here: http://bit.ly/2qBoFgc
103

104. Matched Audiences
Best Practices

105. Matched Audiences - Retargeting Lists
A few things to remember
Running general brand/Direct response
content in addition to Retargeting is the
best way to acquire the most relevant
volume
If the retargeting list is limited, consider
expanding your general targets to avoid
limiting the scale
Retargeting audiences must be at least
300 members in order to start serving
impressions

106. Matched Audiences - Account Lists
A few things to remember
Target influencers or decision makers
for optimal response rates.
Larger lists will likely have better match rates.
We recommend at least 1,000 companies per
list
Use a CSV file format using only company
names in the first column.
• Check spelling to ensure the matching
process is as fast as possible.
• Avoid using special characters, URLs.
• Remove all formatting for optimal match rates.
• Ensure the first row says: companyname
Avoid hyper-targeting; it could limit scale and
delivery of your campaign. This includes:
• Uploading too small a list of companies or
• Layering too many targeting criteria in addition
to the account list.

107. Matched Audiences - Email Lists
A few things to remember
Use a CSV file format using only email
addresses in the first column.
• Check spelling to ensure the matching
process is as fast as possible.
• Remove all formatting for optimal match rates.
• Ensure the first row says: email
Avoid hyper-targeting; it could limit scale and
delivery of your campaign. This includes:
• Uploading too small a list of contacts, or
• Layering too many targeting criteria in addition
to the account list.
Target influencers or decision makers
for optimal response rates.
Larger lists will likely have better match
rates. We recommend at least 10,000
contacts in your lists

108. Questions?

109. Product Roadmap

111. LINKEDIN MARKETING SOLUTIONS MISSION
Be the most effective platform for
marketers to engage with professionals

112. Evolving our platform to increase advertiser ROI
Exceed
marketer
objectives
Prove
value through
analytics &
insights
Simplify
usability of
products &
capabilities
Target
the audiences that
matter

113. Recently Released

114. Lead Gen Forms
Recently Released
Launched in April
Collect even more quality leads
from your ads on LinkedIn with
seamless pre-filled forms
Exceed Marketer
Objectives

115. Matched Audiences
Recently Released
Launched in April
Better engage the audiences
that matter most through:
Website Retargeting, Contact
Targeting, and Account Targeting

116. Campaign
Demographics
Recently Released
Launched in June
Understand who your ads
resonate with best

117. New Targeting
Facets
Recently released
Launched in July
Follower targeting
Target members following your
LinkedIn Company Page
Company connection targeting
Reach first-degree connections
of company employees

118. Website
Demographics
Recently released
Better understand the audiences
coming to your website
Launched in July

119. Campaign
Recommendations
Recently released
In-product recommendations to
optimize your campaigns
Launched in July

120. Campaign Manager
Visual Refresh
Recently released
A new look for campaign manager –
guidance when you need it, a more
familiar design, easier access to
your account assets
Announced in July

121. LinkedIn Audience Network
Recently released
Scale your reach by running ads
through our partner app network
Launched to all advertisers in July;
To be announced in September
Exceed Marketer
Objectives

122. LinkedIn Marketing Partner Program Expansion
Media Buying
Leverage experts to scale your
LinkedIn campaigns
Marketing Analytics
Gain paid and organic campaign
performance insights
Audience Management
Target and manage your contacts
more effectively on LinkedIn
For more information, visit go/lmspartners
17 new partners across three new categories
*
Recently released

123. Upcoming Releases

124. Integrate trusted 3rd
party
tracking to better track results
3rd
party impression
tracking
Recently Released & Upcoming release
Launching: Dynamic Ads & Text Ads (Q3)
Upcoming Release: Sponsored Content (Q4)
Prove Value Through
Analytics &
Insights

125. Refreshed Reporting
View
Upcoming release
New reporting view to understand
performance quickly and easily
Target The
Audiences
That Matter
Prove Value Through
Analytics &
Insights

126. Nurture your sales organization’s
high-value accounts and leads
Sales Navigator
Account & Contact
Targeting
Upcoming release
Pilot in Q3, Launch in Q4
Connect to data integration
Target The
Audiences
That Matter

127. Asset Management
Upcoming release
Share website audiences and
uploaded lists across your
Campaign Manager accounts
Launch in Q4
Exceed Marketer
Objectives
Target The
Audiences
That Matter

128. Sponsored Video
Upcoming release
Engage your audience with video
content across mobile and
desktop
Pilot in Q4, Launch in Q1 2018

129. Drive content downloads
with your target audience
Whitepaper
Download Ad Unit
Upcoming release
Pilot and launch in Q3

130. Lead Gen Forms for
Sponsored InMail
Collect even more quality leads
from your Sponsored InMail with
seamless pre-filled forms
Launch in Q3
Upcoming release
Exceed Marketer
Objectives
Exceed Marketer
Objectives
jstein@runity.com

131. Carousel Sponsored
Content
Upcoming release
Better engage your audience with
a content carousel
Pilot in Q4, Launch in Q1 2018
Exceed Marketer
Objectives

132. Conversion
auto-optimization
Upcoming release
Let LinkedIn auto-adjust your
Sponsored Content campaign bid to
get more website conversions at a
better price
Launch in Q3

133. 2018
upcoming solutions
• Objective-based campaign creation and optimization –
Create campaigns based on your marketing objectives
• Pre-launch campaign predictions – Understand how your
campaign is likely to perform
• Intent and interest based targeting – Reach audiences
based on signals of their intent and interests
• Trending content insights – Understand topics that most
resonate with your target audiences

135. marketer objectives
Exceed
• Whitepaper Download Ad Unit (Dynamic Ads) | Q3 2017
Drive content downloads with your target audience
• Lead Gen Forms For Sponsored InMail | Q3 2017
Easily collect quality leads through InMail messaging using
pre-filled forms
• Conversion Auto-Optimization | Q3 2017
Let LinkedIn automatically adjust your Sponsored Content
campaign bid to get more website conversions at a better price
• Carousel Sponsored Content | Q4 2017
Better engage your audience with a content carousel
• Sponsored Video | Q4 2017
Engage your audiences with video content across the web

136. value through
analytics & insights
Prove
• 3rd
Party Impression Tracking | Q3 & Q4 2017
Trusted 3rd party tracking of results
• Refreshed Reporting View | Q4 2017
New reporting view to understand performance quickly and
easily

137. usability of products &
capabilities
Simplify
• Improved Ad Creation | Q3 2017
Enhanced ad preview, better sharing of account assets, and
ability to edit Sponsored Content after launch
• Campaign Groups | Q4 2017
Organize, manage, budget, and report across campaigns (and
IOs) within one "permanent" account
• Manager Accounts | Q4 2017
Allow agencies & clients to easily share access to LI business
(or enterprise) accounts easily and securely

138. the audiences
that matter
Target
• Sales Navigator Account & Contact Targeting | Q4 2017
Nurture leads saved by your sales teams
• Location Targeting Options | Q4 2017
Deliver ads based on members’ profile location or profile
location and IP address
• Asset Management | Q4 2017
Share website audiences and uploaded lists across your
Campaign Manager accounts