Join Viveka von Rosen for an in-depth discussion in this video Utilizing metrics, part of LinkedIn Marketing: Advertising.
- Let's take a deeper look at our LinkedIn Campaign Manager and what we can discover there. So first of all you're gonna go to linkedin.com/ads or from your personal profile click on Advertising and Manage. So what it's going to do is pull together all your Ads, your text Ads, just called Ads, and your Sponsored Updates into one place. So you can click on All and you can get a really nice kind of side-by-side comparison according to how many Clicks, how many Impressions, and how much money you've spent.
And you can also refine that by Clicks, Impressions, CTR and Average CPC as well. So it gives you a nice view or graphic of how your Ads are running. Now you can also click on and see specifically your text Ads. And if you scroll down a little bit it's actually gonna give you a nice visual, a nice graph of all your Ads, their Status, are they off, are they on, are they hidden, what was the Budget that you set for them, how many Clicks did you get, how many Impressions.
Remember the Clicks versus Impressions? Your CTR which is the number of Clicks divided by the number of Impressions. Your average cost per click. This is always a good thing to keep an eye on. As well as the total value of all your campaigns and of individual campaigns. So a really good thing to be looking at with regularity so you can see what you need to do more of and what you need to do less of.
So this Linked Prospecting Campaign got a lot of Impressions, only cost me $6. More of that, please. So these are text Ads that I've run. And then there's the Sponsored Updates. And so it's going to give you similar information which you can refine by Clicks, Impressions, CTR, CPC and then they've got the added Social Actions. And this is what we saw on your company page. It just looks a little bit different because it's here on your LinkedIn Campaign, but it's still going to be how many shares, how many likes, et cetera.
And as you scroll down, of course, you can see what your Budget was. Now these are Sponsored Updates. How many Clicks? How many Impressions? What was the CTR? If any Social Actions were taken. Your Avg CPC and your Total Value. I prefer checking the metrics for my Sponsored Updates on my company page cause it just gives me deeper and more information that I can use. However, if you're managing LinkedIn Ads for a lot of companies, or if you're managing a lot of LinkedIn Ads, both text Ads and Sponsored Updates, it's really great to have this all in one place.
Now the other thing that's on this page that you should probably know about is the Users which we talked about earlier. This is how you can add users, how you can add administrators and how you can add talent that can help you to manage your company page. Your Reporting is here. I love this. Again, if you're working with clients or you have someone that you're accountable to you can absolutely create reports that you can download as a CSV file and then share with whoever the powers that be are.
This is where you will add your credit cards if you need them. And then your Settings are simply if LinkedIn needs to contact you if an Ad was rejected. Absolutely you want to turn that on. If an Ad was approved. Again, you want to turn that on. If your campaign has ended, you want to turn that on. And if you don't get that Ad you better go in there and turn your Campaign off. The Campaign optimization opportunities, this is what I've talked to you about before. You'll get an email from LinkedIn saying, "Hey you might want to turn on expanded search" or "You might want to throw more money at your Ad." And then of course any new features or updates.
You definitely want to get those as well. The other kind of cool thing is this Network updates and that by default is turned off. But you actually want to turn that on and what it does is it sends updates to your first level connections as well as your company followers when you create a new Campaign which just increases your visibility. The only time to be aware of this is if you are doing direct Sponsored Content and you don't necessarily want the people following your company page to know about that new offer that they're not getting cause they've been clients for a long time.
So you could always come back in here and turn that off in that case. But it's good to know about those settings as well. So again, your Campaigns page is just linkedin.com/ads and then Manage or you can get to it from your personal profile and you can see the Campaign stats for whatever company that you pull up. You can turn your Ads on and off at this section. You can see the Budgets, the Clicks, the Impressions, the CTR, the CPC and the Total Value of your Campaign.
What I love with this dashboard, at least is that you can go to one place and then pick through and between your different companies or your personal profile and see all of your Ads in one place. Create those reports and check your settings and add users and see how effective your Ads are. So that is all in your Campaign Manager and that is really all we have for you as far as the do it yourself Ads.
Now we're going to take a look at the LinkedIn's 25K club, as I like to show it, some of the different advertising options that you have there. So stay tuned for that.
- 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