Join Brad Batesole for an in-depth discussion in this video Create new Direct Sponsored Content, part of Up and Running with LinkedIn Sponsored Content.
- We are back here in our campaign manager, and this time, I want to talk about creating "Direct Sponsored Content". If you recall from earlier, when we took a look at the overview of sponsored updates, we touched on the idea of direct sponsored content, and this is material that is not going to appear on your company page. You are going to create this content, and publish it strictly to those that you're advertising to. It is a great way to personalize and customize information, and you can replicate it multiple times, and change the creative, and the words, slightly, without having it all appear on your company page.
Again, to walk back through how we get into creating these sponsored updates, I will select the account that I want to put the update within, in this case, I am using the "B2B Market" account within the lynda.com page. I will select that account, and once I am in this view, I will go up to the top right corner and select "Create campaign". From here, we are still going to be creating a sponsored update, so in the first option, I will choose "Select". Just as we did before, we need to give this campaign a name.
I am going to call it "Marketing Tips", and then, let's say, in this case, we are actually going to be sponsoring this to sales professionals. And, I will do the USA. I did not use the same format as I used the last time I created a campaign name. That is because I wanted to show you that you can use a pipe, or a hyphen, to help differentiate between some of these criteria. You want to do whatever makes sense for your goals and how you organize your information, but once you come up with a name in convention, I suggest, you stick with it.
From here, I will choose "Next". Earlier we saw that we were going to select a previously existing update to sponsor, and this would have been one that we had already published on our company page. In this case, we want to create something brand new. Here on the right hand side, you will see a link, labeled "Create new sponsored content". I am going to select this link, and it is going to bring up a dialogue box. This is going to allow us to create these new updates. Like I mentioned earlier, you can create multiple variations of the same update, to see which image and copy combo are going to get you those results.
The first thing you need to do is give the direct sponsored content a name. If you hover over the question mark, LinkedIn is going to remind you, that this name is only for you, and it is not going to show up anywhere on your ad. I highly recommend that you select a name that is going to help you differentiate between the multiple variations that you are likely to create. So, I might say "Marketing Tips - Free Offer". And let's say, that I want to offer some of my marketing tips for free, and I am going to publish this on lynda.com.
Just as we would publish a traditional sponsored update, we have the option to enter in some information, or we can select the option in the upper right hand corner to upload a photo. That will bring up a file view, and you can select from any files that you have already created, and upload that image directly into here. This section works just like it would if you were building this on your company page, so if you add in a URL, LinkedIn is automatically going to bring that information, front and center. So, I will go ahead and type in my URL, and you will notice a small loading icon appears, and now LinkedIn has brought in the information, that is associated with that URL.
And this is a link directly to my marketing tips, and the option to scroll left and right if I had multiple images appear, and I can select the edit icon, to upload a new image, if I do not like the thumbnail that was brought in. Here I have the opportunity to then remove the link, or leave it, because a user can now click this area at any time, and drive to that link, that I have already set in this direct sponsored content. So, now I might leave a nice message. Remember, I have opted to potentially direct these messaging to the targets, that are going to be associated with this campaign.
So, in this case, I have the opportunity to talk specifically to a person. Once you are done, I will choose "Save", here in the bottom right hand corner. LinkedIn will let us know, that our ad was saved successfully, and it will now appear in the list of available content, except, you are going to see that you have this eyeball icon with a slash through it, which indicates, this is not visible on your company page. Again, I could select the "Preview" option, here on the right hand side, and we could take a look, at how this is going to appear once we publish this content out via the sponsored update.
I will close this option, and if we would like, you can tap to create new sponsored content, and from here you can go about, creating more, and more content. Once you have to set up, you will choose the checkbox here on the left hand side, and again, you can choose one or multiple items to sponsor, so, let's say that I opted to sponsor both of these. I can then select "Sponsor selected", and it is going to move us back into the targeting option, that we saw where we left off earlier. I do want to point out, that if you are going to advertise multiple pieces of sponsored content, you want to keep that in the same theme, because your targeting is going to be at that entire campaign level.
If you wanted to do targeting different for each piece of that direct sponsored content, you are going to need to select and set up your sponsored ads for each one of those individually, if the targeting is going to change between them. It is that easy to get set up with your direct sponsored content, from here we are going to take a look at how to target our updates, whether it is the sponsored content, that is already on your page, or it is the direct sponsored content, that is hidden from your page.
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