Sponsored Content tips
Get tips to create effective ads, test, and optimize for Sponsored Content campaigns.
Measuring the success of your account-based marketing campaigns is often done by looking at the interactions taken by buyers and influencers at your target companies. The Company Engagement Report shows you the number of engagements - including likes, comments, shares - with your organic and paid content and total number of visits to your company's website. This helps you know if your ads are reaching the people who make and influence decisions and how those people are responding to your marketing.
1. Prepare a list of companies and upload that list as a Matched Audience in Campaign Manager. It may take up to 48 hours after upload for your companies to match. If you already have a list of companies uploaded, you don’t need to upload another one.
2. After uploading your list, log in to Campaign Manager and go to the ‘Account Assets’ drop down and select ‘Matched Audiences’.
3. Company lists showing up in blue, once clicked, will bring you to the Company Engagement Report.
4. Once in the report, only companies which were able to match to a Company Page will show up in the list. If you provided a company in an uploaded list but you don’t see it in the report, we recommend going back to the list you originally uploaded and providing more information (e.g. Company Page URL).
Start with the engagement level
If you want to know if you buyers at your target companies are responding to your brand, the engagement level can help.
Engagement level: Calculated by taking the sum of ad engagement, organic engagement, and website visits, and dividing it by the number of members targeted. The level is determined by comparing it to other companies that serve ads across LinkedIn.
If engagement levels are low it could be a sign that your content, budget or bid may need to be adjusted. If engagement levels are high, this is a positive sign that employees at your target companies are aware of your brand. It can also be a sign that these contacts would be receptive to a personal message like an email or a Message Ad from a sales person.
Know if your ads reach your audience
You can use the impressions column to know which companies have viewed your ads and which haven’t.
Impressions: Number of times your ads were shown to a member you’re targeting with ads.
Sorting by impression can reassure you that your ads are reaching professionals across all your target companies and identify if there are companies where awareness is lacking.
Optimize with ad, organic engagement and website visits
View the ad engagement, organic engagement and the website visits column to understand how your marketing increases interest.
Ad engagement: Number of likes, comments, clicks, shares, and video views (counted if members viewed at least 25% of the video). Includes paid ads and ads virally shared.
Organic engagement: Number of likes, comments, clicks and shares on a post from your LinkedIn Company Page.
Website visits: Total number of times members visited your web page tied to the Insight Tag.
You can improve your creative strategy by using these creative ad tips.