Join Viveka von Rosen for an in-depth discussion in this video Features of Sponsored Updates, part of LinkedIn Marketing: Advertising.
- In this video, we'll be talking about all the elements of sponsored updates, where to find them, how to create them and how to target them to your audience. Sponsored updates are simply updates that you pay for that show up on the Home page of your target audience. And just FYI, it will say sponsored in small gray text. To access sponsored update, you're going to need to sign in to LinkedIn. By default, LinkedIn will probably have you sign in again, if you already are. (laughs) And then simply go to linkedin.com/ads and click on Manage.
Or you can go to linkedin.com /ads/create or you can go to your Home page and click on Advertising and Manage. All three will take you to exactly the same place. Once you're there, you can share content that you've already created from a company page or you can create what's known as direct-sponsored content. To choose existing content, simply click on Company Updates, and LinkedIn will pull updates you've already got on your company page.
And then you can just simply click on the content that you want to share and go from there. Creating direct-sponsored content allows you to create new and unique content. In order to create direct-sponsored content, you must have a business account. Now, the cool thing about creating direct-sponsored content is that it will show up as content from your company page on people's LinkedIn update feeds on their Home page, but it won't show up on your actual company page.
This is useful if you wanna target a very specific audience with some very specific content. But you don't necessarily want everyone who's following your company page to see it. Here's an example. Remember Uri? Well, he might not want everyone who follows his company page to know about a special newbie promo for software. So he might create direct-sponsored content just for that specific audience. So Just for new users - Check out our new app! Click here to see our portfolio of infographics and download the app for free today! Calls to action are always very important.
And then he has a link to that particular app. What's interesting is he can also change the image, depending on what's on his website already or he can always upload a new image, as well. I'm a big fan of the direct-sponsored update. Remember, there's different ways that you can use sponsored updates, either your company updates or direct updates. You can use visual calls-outs.
Follow us! with a big infographic. You can increase your company page visibility. Follow our company page for great tips on marketing! You can drive traffic to existing marketing collateral. Click here for our brochure. Click here for our portfolio. You could get more signups for your webinar. We're doing a free webinar on infographic design using our new app. Click here to sign up! You can share inspiring quotes and infographics. Five out of six people prefer using infographics they can create easily and effortlessly.
(laughs) And you can share customer testimonials. A lot of people use company page sponsored updates to get more visibility for their company page. But you can use them to drive traffic to a white paper or to a free training that you have. That will kind of give you more credibility that will make people trust you more. And you can use direct-sponsored content and your company updates to do that. Now, (laughs) let's back up just a little bit. Whether you are using company updates or creating direct-sponsored content, you need to name the campaign.
You don't want to name (laughs) the campaign LinkedIn ad. There's gonna lots of LinkedIn ads. Take it from someone who has several campaigns named LinkedIn ads. Don't do that. So name your campaign something that will help you identify not only with the product, but with the audience. Say, Graphic App for New Clients. Then choose the company that you want to choose the updates from. Remember we talked about this in the last video? You actually have to create a business account for each company page that you have.
If you want to sponsor content from a different company page and it's not showing up, you probably either need to create a business account for that company page or you just need to go to your existing company page. Remember, that's up here underneath your business name, so you wanna go to the business account that's actually associated with the company page that you want to be sharing. Once you've found the company page that you want to sponsor content from, you can just click on that content. What's kinda nice about this is LinkedIn is going to show you what that content's going to look like on a browser, on a smartphone or even in a tablet.
And if it doesn't look right or there's spelling errors, you can always grab that text. Just literally copy and paste it into, you got it, your direct-sponsored content. Then you can, like I said before, fix any spelling errors that you have or upload a new image if you don't like the image that you already have. Speaking of images, in your company updates, you'll notice that some of the updates have weird names, Red30 Gets Us.
That's just because that is the image that I uploaded to highlight it's a customer testimonial for that particular update. No one is gonna see this but you, so you don't (laughs) have to worry about that. The big difference between company updates and direct-sponsored content. Company updates, you get 600 characters. So your update can talk about customer testimonials and have a customer testimonial in quotation marks and put a link (laughs) to that customer testimonial.
And you can even upload a photo of that customer. You can see that right here. And that is 600 characters, so that's a lotta copy. Creating direct-sponsored content means you only have 160 characters, but your content is gonna go to exactly who you want it to, who you choose when you pick your audience. As opposed to your company updates, who are gonna go to everyone who follows your company page and the people that you choose when you choose your audience.
Sometimes that makes sense, sometimes it doesn't. 600 characters, 160 characters. Everyone plus your audience. Just your audience. And then, of course, you can always change your images in creating direct-sponsored content and fix spelling errors, as well. So there will be times when you just wanna choose a company update, and there's gonna be times when you wanna create direct-sponsored content. A few things to be aware of. On LinkedIn, you'll notice that you can sponsor content from your analytics page, as well as from the Home page.
But in both cases, it's just gonna take you back to that sponsored update page that we've been at for the past several minutes. So you might as well just start with sponsoring your content from linkedin.com /ads/create. Now, when I'm happy with the content that I have, now I can hit Next and go into creating and finding my actual audience. LinkedIn actually has over 350 million users that you can target, so just be aware that is a lot of people.
And really, you wanna focus as much (laughs) as possible or it could get really, really expensive. So (laughs) your first option, one that you absolutely have to choose, is Location. I love this because, as you can imagine, for those of you who have different products or services for different countries that speak different languages, this allows you, especially with direct-sponsored content, to create updates that you can share to different countries in different languages.
So if you're going to do that, if you service different countries, then make sure that you create a separate campaign for each country, according to their spoken language. It's a great way to segment and test your content. On LinkedIn, the more focused your audience, the more (laughs) success you're going to have in reaching out to them. Even though split testing is not as intuitive with sponsored updates, as it is with text ads, you can absolutely create and share content to unique audiences.
If you do this, make sure that you use the Create Direct Content tab, and then you want to create unique URLs so that you can trace not only that your traffic is coming from LinkedIn, but from what campaign in particular on LinkedIn you created. We're gonna talk more about how to create those unique URLs a little bit later when we talk about targeting from text ads, as well. Besides location, LinkedIn allows you to focus your audience by Companies, by Job Title, and you can just click on More Targeting Options to see Schools, Fields of Studies, Degrees, Skills, Groups, Gender, Age, and then something that LinkedIn calls Audience Expansion.
I recommend, at first, turning that off, and then if you're having a hard time hitting your target market or getting the kind of response you want, you can always go back in and turn this on. In fact, LinkedIn will actually send you an email recommending that you turn it on. You'll also notice that you can exclude things like Degrees and Skills and Groups. We'll talk more about targeting later when we get into the text ad videos. But for right now, know that you can choose your audience, and once you choose your audience, ya gotta pay for it.
So that's what's coming up next, budgeting strategies with LinkedIn sponsored updates.
- Understanding LinkedIn ad options
- Budgeting strategies for Sponsored Updates
- Targeting text ads
- Targeting new audiences
- PPC vs. PPM big strategies
- Enterprise marketing with Sponsored Groups, Sponsored InMail, and Lead Accelerator