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What are LinkedIn Sponsored Updates?

Tuesday, October 8th, 2013 by Georgina Wall tagged

LinkedIn, Facebook – the same concept, different audience.
With the majority of features mirroring each other, from “likes” and “shares” to the targeting methodology in individual advertising platforms, the two are remarkably similar. The latest echo to appear is the latest LinkedIn Ads feature, ‘Sponsored Updates’. It’s proven to be a popular option on Facebook, so will they do the same for LinkedIn users?
We’ve been trailing them here at Vertical Leap and so far, so good.

What are Sponsored Updates?

Sponsored Updates are an advertising tool which allows you to promote the content on a company LinkedIn page to your desired audience. This can help you to improve visibility, not only through your selected targeting, but also through social sharing as a knock on effect of new users viewing these posts.

How do I set them up?

First things first, you need a company page and some content to promote. Once you have this you can start promoting the posts. The setup process is really straight forward; follow these simple steps to start promoting your page posts…

1 – Select your campaign type. Choose “Sponsor an update” to start creating your ads!

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2 – Give your campaign a name and set your language.

3 – Choose the update(s) you want to boost from your company page. You can select multiple posts to group within each campaign, so as long as it’ been published on the page, it’s eligible to be promoted. You are able to add and remove posts after the initial campaign creation, so don’t worry too much if you’re undecided at first.

4 – Selecting your audience targets. As with standard LinkedIn ads, you can set the location, company/industry and job role to really help reach the most relevant audience. Remember, you can always adjust this at a later date and (as with all paid advertising), trial and error is likely to be required.

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5 – Now all that’s left is to set your budget and bidding method – you can choose to bid on a cost per click basis (CPC) or by impressions served (CPM).

Now you’re all set to “Launch Campaign”!

How do I measure performance?

Key areas you want to focus on to help you with any optimisation are the click through rates (CTR) and actual click volumes.

The CTR data will help you establish which posts attract the most users – in the same way that your headline draws users in for standard ads.

Top Tip – Use a catchy headline in each of your page posts – these will be the element that captures the audience, so make sure it is simple and relevant so that they want to click through to learn more.

Analysis of the volumes (impression and click) will give you greater insight into the actual visibility you are gaining. From this information, you will be able to refine or expand the targeting methods accordingly.

Now for the most important reporting factor – user engagement. As opposed to the “Lead Collection” measurable you see in the standard paid ads, the element to track your Sponsored Updates against is the “Social Actions”. This category encompasses the following actions to your campaign posts:

• Likes
• Comments
• Shares
• Follows

By measuring the user engagement you are able to keep track of how much visibility your posts are receiving and, therefore, how many new audience members are being reached.

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About the author

Georgina Wall

Georgina Wall

Georgina has been working in Online Marketing for over 6 years and specialises in PPC. Prior to joining Vertical Leap as a Campaign Delivery Manager in January 2013 she worked for a software company that produces various white label digital products in addition to running an in-house PPC network and affiliate portfolio. In her free time Georgina enjoys keeping fit and a good glass of wine! Follow me on Google Plus