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2
Content
• Preparing For Launch
• Content and Form Creation
• Bid, Budget, and Audience
• Reporting
Sponsored
Content
Image (1200 x 627px)
Introductory
Text(150 Characters)
Assets Needed to Begin
1
Lead Gen Form
Offer Headline(40 characters)
Offer detail(2 lines of text,
~70 characters)
Privacy Policy
URL (required)
Thank you page
“Thank You” message(155 characters) URL for
members to visit after
submission
2 3
To create the updates and create the
forms:
You’ll need a company page admin to grant you DSC Poster
Access or Co Page Admin Access on the company page
You’ll need campaign manager or account manager access within
the Campaign Manager tool business account
Access Needed to Start a Lead Form Campaign
To download lead data:
You’ll need to be a company page admin or have a company page
admin grant you Lead Manager Access the same way they do
DSC poster access
Pilot advertisers will not need to regain access in their pilot account
Must start a NEW campaign in order to
select lead form capability as your objectives
Content & Form Creation
Do not ask for too
much information
Less is more. 3-4 fields
is a good best practice.
If opens are high but
leads are low, it could
be that you have too
many fields. Put
yourself in the
member’s shoes.
Try not to include
fields requiring
manual input
Phone number and
gender, or fields that
may not be listed on a
member’s profile
already, require the
member to manually
type the information in
before submitting.
Members cannot submit
form with blank fields.
Content and Forms
cannot be edited after
they are saved.
If you need to make
changes to the content
or form, turn them off
and re-create.
You can duplicate a
form, make edits to it,
and then save the new
form template.
Rotate 3-4 ads evenly
Share same SC
frequency cap so
having 3-4 variations is
ideal.
Start by rotating evenly
before optimizing for
CTR.
Make sure images and
copy are relevant
throughout
As member clicks from
the update through the
form, make sure the
messaging is
consistent.
Test different forms and
find what works best for
you
Be direct. Make sure
messaging matches
the CTA.
Keep in mind lead
forms are bottom
funnel. Be upfront with
the value the member is
getting by giving their
information.
Previewing your ad and
form
Note that forms will go through
“review” in the same way that
sponsored content does today.
Under the “Ads” tab,
click “Lead Gen Forms”.
Click through to see the
creative, the form, and
“Thank You” message.
Bid, Budget, and Audience
Bid competitively to
start
When launching your
first campaign, bid at
the mid to high end of
the suggested range
If campaign is
reaching daily
budget consistently,
optimize the set up
Increase daily spend
and/or lower bids for
more cost efficiency
Start with a broad
audience and
optimize based on
the persona you’re
seeing the most
interest from
Make sure daily
spend fits the size
of the audience you
are trying to reach
$100 daily spend on a
1M audience size will
not have an impactful
SOV
Save audiences as
templates
LinkedIn offers the
option to save
audiences from other
campaigns and use
them again in future
campaigns.
Duplicating a current
sponsored content
campaign into a lead
form campaign is
currently unavailable.
As a proxy use saved
audiences.
Reporting
All Lead Metrics can
be found in the
leads tab of the
campaign manager
dashboard
Leads
Lead form opens
Lead form completion
rate
Cost per Lead
Total Spent
Attributing leads to
a specific update or
campaign
Click into the
individual campaign
in the CM tool and
break down the lead
data by update
Download a report by
ad performance or
campaign
performance per
month.
If using our lead
data CSV download,
be sure to download
data at least every
90 days as leads
will not be stored
for longer than that.
Reporting
Leads are included in the
drop down to show leads
by day
Demographic information
will be added for leads
by end of April
Reporting
Conversion tracking
cannot be used on
Lead Form
Campaigns but can
be tested in a
campaign
alongside.
Comparing cost per conversion vs. cost per lead
If testing the success of the lead form campaign versus
conversions on your landing page, run conversion tracking on
a regular sponsored content campaign at the same time.
Compare costs and quality.
Why you will be reporting more clicks than opens
There is going to be a drop off from clicks to
opens. Here are the 3 click through scenarios:
1. Click on the logo <-- counted as a click,
not as an open
2. Click the update and member opens
form <-- counted as both a click and an
open
3. Click the social pill <-- counted as a
click, not as an open
All OPENS are CLICKS but not all CLICKS are
OPENS.
Understanding Clicks vs. Opens with Lead Form Campaigns
Click: to company
page
Click: to form
Bonus Information - Added Value Leads:
Viral Experience → If a member in the paid audience shares the
update, it will appear in their network’s feed as a lead gen form
update! Leads captured will be reflected in the CM tool.
Click: Social Pill