Use This Data-Driven Approach to Monitor LinkedIn Sponsored Content

January 23, 2017

Editor’s Note: This blog post is part of a 14-day series on running successful LinkedIn Sponsored Content. View the previous blog post here.

Every marketer wants to get as much return on their investment (ROI) as possible when advertising on LinkedIn. That’s why it’s essential to monitor your campaign, understand what’s working (and what’s not) and optimize your future campaigns based on the data you’ve uncovered.

Remember that not all companies use the same metrics in the same way, so measure only what makes the most sense for your brand. Also make sure you’re tracking the same information for all of your campaigns so you have data to compare.

Not sure what metrics to track? Here are a few ideas to get you started:

  • Website traffic
  • Conversions
  • Cost per Conversion
  • Conversion Rate
  • Form Submissions
  • Net New Leads/Contacts
  • Engagements
  • Cost Per Click
  • New Followers (Brand awareness)
  • Engagements
  • Impressions
  • A/B Test Results

Whether you’re reporting your campaign performance to the owner of your company or team manager, it’s important to analyze and report the success of your campaigns based on data. Use the above metrics to determine:

Lead Quality - How good of a fit are the leads generated for your product or service?

The ROI for your campaigns - How is the money spent on these campaigns benefiting the company?

CPC over time - How much do the leads (or any metric) cost over time?

A/B Test Results & Experiments - What are you learning from the A/B tests you’re running?

Optimizing - Monitoring and reporting on the success of your campaigns is useful for proving the value of the work you’re doing for your company, but it’s also valuable for continuing to improve your campaigns in the future.

Though today marks the last day in our blog series on running great LinkedIn Sponsored Content, we thought we’d leave you with a few key takeaways that will help you when building campaigns on our platform. From here on out, remember:

  • Always tailor your content to your target audience.
  • Don’t just create content for paid ads; create a sponsored strategy in tandem with your organic content strategy.
  • Consistently evaluate and update your targeting strategy toward the audiences that you’re trying to reach. Be as specific as possible to ensure the right content is reaching the right audience.
  • Test all of your Sponsored Content! There are always new insights to learn from testing. Use Sponsored Content as a tool to learn new insights about what converts for your target audience.
  • Always remember to monitor your results to continue tailoring your strategy over time. What works now may not work forever -- it’s a longtail game that takes optimizing, updating, and trying new types of content with different types of messaging.

Ready to start creating your first campaign? Go to the LinkedIn Campaign Manager.