On 31st July, LinkedIn launched Sponsored Updates, paid-for stories that appear in your activity stream, much like Facebook’s Sponsored Stories and Twitter’s Sponsored Tweets.

It is a very appealing solution for B2B marketers as it allows brands to promote any post from a LinkedIn Company Page to specific people directly in their newsfeeds.

It is very simple to create a Sponsored Update.

1. Post the campaign you want to advertise to your company page as an update.

2. Click the ‘Sponsor update’ button that appears underneath the post’s organic metrics.

3. On the following pop-up screen click ‘Get started’.

4. Select the post you want to sponsor and check how it looks on a desktop, mobile and tablet.

5. The following screen will ask you to name your campaign, select a language and target your post. This is your chance to really think about which connections you want to see the advert. Targeting options include countries/regions/towns, companies, job titles, groups, skills, gender and age.

6. The final screen will ask you to ‘bid’ for (pay for) your campaign. Basically, you need to do three things here:

  • Choose whether you’d like to pay on a cost-per-click (CPC) or cost-per 1,000 impressions (CPM) basis.
  • Set a budget for your Sponsored Update campaign, and
  • Choose how long you want to run your campaign.

 Measuring its success

Tracking the success of your Sponsored Updates is also easy. In the organic metrics under your post, LinkedIn displays a separate box with the impressions, clicks and engagement to help you gauge its effectiveness.

Your ad manager also tracks the data of all the posts within your campaigns, with graphs for clicks, impressions, unique members reached, click-through rates, cost per click and cost per mille. A chart under the graph also provides all the specific numbers, as well as the total amount spent.

Let us know how Sponsored Updates could work for your business!