Learn how to create a new Sponsored Content campaign. Give your campaign a name, set your target audience language, send people to your website, or leverage LinkedIn's Lead Gen Forms to convert prospects directly within the feed.
- [Instructor] Sponsored content is a great way to engage your audience within the LinkedIn newsfeed. Now, to get started with sponsored content, let's first navigate into Campaign Manager where you'll manage all of your ads. On top navigation, click into Work, and then click into Advertise. You'll be taken to a page that is an overview of all the different ads products LinkedIn has to offer. Click into Create ad to be taken into Campaign Manager Account Overview page. Now to get started with sponsored content, you do need a company page. Let's go ahead and click into Solar Education Campaigns, and explore how to create a new sponsored content campaign.
Now from the top corner click Create campaign, and select the ads product you want to use, for example, sponsored content. You'll have to give your campaign a name that's easily distinguishable because on the Account Overview page and the Campaign Overview page you'll have multiple campaigns so you want to be able to see which one is performing best. This is especially useful if you're AB testing different audiences. I've selected Solar Executive Events campaign name so that I can distinguish it when I AB test against different target audiences.
Next select the target audience language for your campaign. This is the language in which your audience has their profile set to. For example, if you choose French, your audience that have their profile set in French will be able to see your ad. Next, you have two options for sponsored content. First, is being able to send people from you post directly to your website through a click-through URL. A second is called Lead Gen Forms, and this is a fairly new product for LinkedIn. And this is the way that you can convert prospects directly within the feed.
So, instead of a call-to-action link, you're essentially collecting leads directly within the Lead Gens Forms experience. Now for this example, we'll just send people to your website. Additionally, you can select conversions if you already have conversion tracking set up or you can set up conversion tracking. If you need to hold off creating the campaign you can always save it as a draft as well. Let's click next and move to the Content Creation page, Now, one thing to keep in mind is if you post content to your company page, it's automatically pulled into your account.
So, you can sponsor the content that's already published to your page or you can create sponsored content directly from here, which is called Direct Sponsored Content. Direct Sponsored Content is never published to your company page, and it's best for AB testing if you're trying to test different headlines or different body copy. Now, click to create new sponsored content, and give your content a name that's easily recognizable so that you can AB test your creatives. So, with sponsored content you can include infographics, images, link to YouTube, or paste in a link to an article.
For example, I'll pull in the "5 reasons to go solar in 2017", and give the post a catchy headline. Once you're finished and happy with your post, you can click Save. You'll also notice on the side, there's the ad specs if you wanted to dive deeper into the different ad specifications for sponsored content. I'll go ahead and click Save. Now, once you're ready to sponsor your ad, you can select multiple ads if you wanted to AB Test different ads. Once you've selected your ads, scroll down to the bottom and click Next.
Now, this is where you'll be setting up your target audience. Now, that we've covered how to set up your first sponsored content campaign, I encourage you to take a look at the content that you have and practice setting up your first sponsored content campaign.
- Discovering content you already have
- Developing new content
- Promoting content through your employees
- Creating a campaign
- Navigating the Campaign Manager ads platform
- Creating a new Sponsored Update campaign
- Creating a new Lead Gen Form campaign
- Setting a budget and schedule for your campaign
- Adding conversion tracking to a campaign
- Campaign reporting
- Optimizing your campaign
- Rich media and targeting best practices