Sponsored Content + Sponsored InMail: A Love Story
October 17, 2017
You can’t prove a campaign’s success if you don’t have the numbers to back it up. Anecdotal insights may hold water in casual conversation, but managers and decision-makers need cold, hard proof that your digital efforts are paying dividends.
We know your LinkedIn advertising needs to bring back a strong ROI, which is why we’ve introduced a new measuring tool called Conversion Tracking. With Conversion Tracking through LinkedIn, both your Sponsored Content and Sponsored InMail can be measured by their ability to drive conversions back to your website.
With this important data feedback, brands can better understand their advertising ROI and optimize their future strategy to improve performance and boost conversions and revenue. Here’s a look at the value of conversion tracking and how you can get started today.
Better When They’re Together
According to Google’s Zero Moment of Truth study, buyers will consume an average of 10.4 pieces of content on their way to a purchase decision. In other words, a single piece of content doesn’t do all of the work of turning a prospect into a conversion.
To maximize results, it’s best to have an arsenal of content at your disposal. The best way to do this is by creating different types of content serving the same campaign and goals, and using them in concert with one another to increase visibility, keep the brand top-of-mind, and close the deal with prospective buyers.
Sponsored Content and Sponsored InMail are ideal types of content to pair together, since their channels can be specialized to serve specific marketing goals. For example, Sponsored Content can be used to increase visibility for a brand and/or event, establishing the brand’s authority and building a customer relationship. Sponsored InMail can then be used to turn qualified prospects into conversions, such as by inviting them to register for an upcoming event.
In that case, Sponsored InMail plays the most direct role in creating a conversion. But it likely wouldn’t have happened without Sponsored Content laying the foundation for that success. This is just one of many ways these separate content channels can assist one another in driving conversions.
Why Conversion Tracking Matters
Measuring the performance of ad campaigns can be tricky. Sometimes it’s easy to see how an ad exposure leads to a click that leads to a conversion on the brand’s website, but it often isn’t such a straightforward path.
Conversion tracking is especially useful when trying to track the paths of conversions across multiple ads and campaign channels. Someone who sees your Sponsored Content may not click through on the first exposure, but they may do so when presented with a Sponsored InMail. Conversion tracking is instrumental in helping understand how these separate channels work in harmony with one another, uplifting each other’s value.
Many ad platforms are unable to track this activity. But LinkedIn’s conversion tracking makes use of a small piece of code known as the LinkedIn Insight Tag, which makes it much easier to track website conversions driven by your campaigns. With this information available for the first time, advertisers can accurately measure the ROI of their campaigns.
These performance figures can often offer a template for campaign improvements down the road. You may adjust your targeting, your approach to content, your calls-to-action, or other variables to improve performance and raise revenues even higher.
Getting Started Is Easy
Setting up conversion tracking for your Sponsored Content and Sponsored InMail is easy. First, choose the online location where you want to track results - this is typically your brand website, where your ads are directing your target audience.
You will want to add the LinkedIn Insight tag to the relevant page on this site. Then you will choose the action type you want to track: Depending on your campaign, this could be a lead, a sign-up form, a purchase, or other direct actions. You then choose which campaign to add the conversion action to, and you can select multiple actions to be tracked on a single campaign, if you want.
Once you’ve set up this tracking for every campaign, you’re ready to watch the results roll in through your LinkedIn Campaign Manager. Use this real-time data to learn more about your content’s success, its strengths and weaknesses, and where your advertising strategy can improve.
Conversion tracking is fast to set up and easy to use. Get started on the road to better ad ROI by launching conversion tracking today.