LinkedIn: How to Promote Sponsored Content

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linkedin: how to promote sponsored content
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 LinkedIn has always been the leading channel for business advertising. The American social media platform launched in Mountain View, CA in 2008 and was the first pioneer to specifically cater to the networking needs of business personnel. Today, LinkedIn continues to hold that title as the first platform that allows users to post job listings, share articles, network, and create campaign strategies through its marketing platform. LinkedIn currently boasts roughly 260 million monthly active users making it an ideal place to reach a wider audience.

WHY USE LINKEDIN AS A MAJOR MARKETING PLATFORM?

It comes as no secret that using LinkedIn as an integral part of campaign strategy has its benefits. For starters, LinkedIn has its own built-in advertising platform that enables users to create custom campaigns. Users can choose from various campaign objectives such as increasing website visits, lead generation, and increasing number of page followers. LinkedIn Advertising solutions allows businesses the opportunity to sponsor specific content by advertising directly to professionals which enables specific targeting and drives new sales leads all at their fingertips. LinkedIn Advertising establishes your brand in front of 660 million professionals across the globe, making it highly versatile.

 

what is sponsored content?

Sponsored content is one of the most popular forms of native advertising on LinkedIn’s network. Sponsored content is original content, typically in the form of video, editorial, or article where a sponsor pays a publisher to create and distribute. When it comes to LinkedIn, creating a sponsored post is easy and efficient. Marketing Managers have the ability to update and post where and when they want their ad to appear. By utilizing user targeting criteria, sponsored content can appear in a user’s LinkedIn feed on mobile and desktop devices.

LinkedIn currently offers three different types of sponsored content formats such as:

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Single Image Ads:
Single image ads are a company page update that has been sponsored. This allows the posting to reach a wider target audience in addition to those already following the page. Single image ads are a highly effective format for driving traffic to your website. Users can click on the call to action (CTA) based on the visual and be led directly to your company landing page making for a quick and user friendly experience. Users can choose an ad name (optional), provide some introductory text, and include a destination URL.

Single Image Ad Specifications:
Ad Image: a JPG or PNG file that does not exceed 50MB
Headline: Allows for up to 70 characters. Headline is intended to grab your audience’s attention.
Description: About 100 characters max, serves as a brief summary for your intended audience.
Call-To-Action:  Prompts users on how to proceed

Video Ads:
Videos ads are an ideal format for establishing brand awareness when they appear in the LinkedIn feed on mobile and desktop devices. People love video as an active medium. These types of ads are highly beneficial for driving qualified leads and acquiring new customers. Potential customers have the ability to enter their information through pre-filled lead generation forms or click a CTA  button directly to your landing page.

Video Ad Specifications:
Video Thumbnail:  a single JPG or PNG file that does not exceed 2 MB
Headline: Allows for up to 70 characters
Destination URL: All video URLS must start with the http:// or https:// prefix
Call-To-Action: Allows you to choose from various CTAS

Carousel Ads:
Carousel ads tell an interactive story and are able to convey a deeper message. Users can swipe through multiple cards in a single ad that can showcase various offerings making it highly versatile. Carousel ads typically allow for a high amount of interaction on mobile and desktop devices using of eye-catching visuals.

Carousel Ad Specifications:
Name: Allows for up to 255 characters
Description: Allows for 150 characters, this will serve as the message you wish to convey to your audience.
Number of Cards: At a minimum Carousel Ads need two cards with a maximum of 10 cards to display. The recommended format for each card is JPG, PNG, or GIF.
Destination URL: URLs must have http:// or https:// designation with a 45 character limit.

How to sponsor content through linkedin

Now for the fun part, promoting sponsored content through LinkedIn can be a beneficial endeavor. If you’re looking to boost content to a larger, highly targeted audience then look no further. LinkedIn’s built-in campaign manager makes for a seamless process in not only campaign creation but also determining key metrics such as advertising budget and overall objective. Below is a step-by-step process on how to set up your first sponsored content Ad through the LinkedIn Advertising platform. Note, you will have to have your LinkedIn business page fully set up prior to any of the following steps.

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Sign in to your LinkedIn Admin Center
The Admin Center is where you will be able to provide updates to your personal company page. To confirm that you are signed in as an Admin, next to your account profile picture, on the upper left corner of the page, is the tag: Admin view.

Click Sponsor Post
Go ahead and create a post right from your LinkedIn company page. Once you’ve published your post, click the “Sponsor Now” button on the top. A window pop-up will appear, click the button for “Go to Campaign Manager”. Campaign Manager is where you will begin to build your ad based on your new content.

Click Sponsor Post
Go ahead and create a post right from your LinkedIn company page. Once you’ve published your post, click the “Sponsor Now” button on the top. A window pop-up will appear, click the button for “Go to Campaign Manager”. Campaign Manager is where you will begin to build your ad based on your new content.

Create Campaign
Once in Campaign Manager select your ad account. When you click on the proper ad account there should be a “Create Campaign” button in the upper right hand side of the page. From there you will be asked to choose an ad objective.
Create Campaign
Once in Campaign Manager select your ad account. When you click on the proper ad account there should be a “Create Campaign” button in the upper right hand side of the page. From there you will be asked to choose an ad objective.

Create Campaign
Once in Campaign Manager select your ad account. When you click on the proper ad account there should be a “Create Campaign” button in the upper right hand side of the page. From there you will be asked to choose an ad objective.

Choose an Objective
Sponsored Content like many ads on LinkedIn allow for multiple different campaign objectives. For example, you can opt to send people to your website or collect leads using a built-in lead generation form. 

Select Your Audience
Campaign Manager allows you to target your audiences based on a variety of preferences, such as job title, function, or company type. You can choose to target by audience or you can apply a previously saved audience template. It will also prompt you to pick a physical location.

Select Ad Format
LinkedIn has a large selection of ad formats to choose from depending on primary objective. For sponsored content, single image ads are one of the most popular.

Select Ad Format
LinkedIn has a large selection of ad formats to choose from depending on primary objective. For sponsored content, single image ads are one of the most popular.

Establish Your Budget
From here you can set the bid type and set the daily budget, meaning your budget will never exceed the amount you specify that day. You’re also given the choice of posting your campaign right away or designating a start and an end date.

Establish Your Budget
From here you can set the bid type and set the daily budget, meaning your budget will never exceed the amount you specify that day. You’re also given the choice of posting your campaign right away or designating a start and an end date.

Configure Ad
Once you’ve established a budget, it’s time to set up your sposored ad. One the right hand side, cick the “browse existing content” button. From here you can select the post you’d like to sponsor.

 

Configure Ad
Once you’ve established a budget, it’s time to set up your sposored ad. One the right hand side, cick the “browse existing content” button. From here you can select the post you’d like to sponsor.

 

Launch Campaign
Once you’ve selected the post and hit sponor, your campaign is ready for launch! It’s good practice to review all the campaign details prior to publishing, to ensure everything is accurate. Once the ad is launched, it will go into review by LinkedIn– don’t worry, the review doesn’t take long. Once the campaign is approved it will say “Active”  next to campaign status.

Launch Campaign
Once you’ve selected the post and hit sponor, your campaign is ready for launch! It’s good practice to review all the campaign details prior to publishing, to ensure everything is accurate. Once the ad is launched, it will go into review by LinkedIn– don’t worry, the review doesn’t take long. Once the campaign is approved it will say “Active”  next to campaign status.

SPONSOR AWAY

Promoting sponsored content through LinkedIn’s Advertising platform is a great strategy for all levels of full funnel marketing. Now more than ever business owners have even more defined targeting options available in order to get their content in front of the right audiences. Sponsored content allows for auto targeting and auto bidding options based on previous metrics making campaign creation that much more efficient and less of a hassle.