What are LinkedIn Live Events, and how can you promote them with paid LinkedIn advertising? Keep on reading to find out!
The global coronavirus outbreak has undoubtedly accelerated the adoption of many new technologies. As we are spending more time at home than ever before, there is no surprise that our ways of consuming content are changing, too.
Nowadays, and this is a tendency that we have been observing even before the pandemic, people are consistently switching to the consumption of online content as opposed to plain old TV.
According to Livestream, getting more behing-the-scenes content is one of the reasons why:
87% of viewers would prefer to watch online vs. on television if it meant more behind-the-scenes content.
With the current and future global tendencies in mind, last year LinkedIn launched a new product: LinkedIn Live. It allows companies to stream live video content directly from their Company Page, without the need to send the audience to a third-party website.
This means that companies can organize and stream their events directly on LinkedIn, engaging with their audience in real-time. And the best part is, LinkedIn members can stumble across a streaming event even if they never signed up in the first place.
Promoting LinkedIn Live Events
There are multiple ways to get your LinkedIn Live events in front of a qualified audience on LinkedIn, including:
- Sending direct invitations to your first degree connections;
- Publishing a post with a registration link from your Company Page;
- Posting about the event from your own personal LinkedIn profile;
- And even share your event page to your LinkedIn page followers.
These are some of the most efficient organic ways of increasing visibility on LinkedIn. However, there are hundreds of other ways to promote LinkedIn Live events across different channels including Google, Facebook, or Instagram, among others.
But this is not the point of this article. Today, I wanted to focus on paid promotion.
Sponsored Content & Event Reporting
A couple of months ago, LinkedIn announced that you can now promote your LinkedIn Live Events on Sponsored Content, a popular ad format also known as Single Image Ads.
As the name suggests, this format allows you to advertise your products and services with a single banner image, accompanied by a few short sentences known as the ad copy. Having this option, which wasn’t available before, gives you access to key event reporting data such as:
- Event registrations – or the number of people coming from your ads who clicked on “attend event” or “request an event”;
- Click registrations – the number of ad clicks that led people registering for your event;
- View registrations – or how many ad impressions were needed to generate event registrations;
With this in mind, I wanted to show you the 3 simple steps that you need to take in order to promote LinkedIn Live events through Single Image Ads. Keep in mind that event reporting is only available for this ad format at the moment.
Step 1: Create your Live Event
First, before you start promoting your LinkedIn Live Event, you will have to create it.
This step is very intuitive and surprisingly easy. I actually wanted to write a separate article on it, but because it was so straightforward, I thought I wouldn’t be able to bring any value to the table.
Anyways, all you need to have for this step is a Company Page. During the event, it will serve you as your own live streaming platform. In case you don’t have one yet, you can check my article Create a LinkedIn Company Page in 3 Steps (+7 Tips).
From your Company Page, scroll down to the Events section located to the right of the feed, under the section Hashtags, and click on Create event:
Once you’ve clicked on the Create event button, as I already mentioned, the rest is pretty straightforward.
You will have to fill out some key information such as the name of your event, the date and time, a brief description to let people know what the event is about, the ticketing website (if any), and so on.
Pay attention to adjusting the time to the correct timezone – this way, people from different countries will not get confused about the time of the event.
Additionally, you can select if your event is going to be online or face-to-face, and whether you want to post it publicly – or make it exclusive for particular attendees. Keep in mind that currently, you can only promote LinkedIn live events if they have a public URL.
Promoting events that are private is not available at the moment.
Once you are done filling out your event data, simply click on Create, and it will be posted on LinkedIn. For the next step, you will need to copy the link of the event, or simply leave the tab open so you can copy it later.
Note: Only members who are admins of their LinkedIn page can create an event associated with it. If you don’t have an access to do that, you might need to get in touch with the current page admins to assist you with the necessary access.
Step 2: Create an Ad Account
Now that you have your LinkedIn Live event created, the next step will be to launch your Single image ad campaign. This ad format is also known as Sponsored Content, and it is one of the most popular ones on the social media platform.
It consists of a banner ad accompanied by a text copy, and it looks something like this:
Currently, the possibility for promoting LinkedIn Live events is only available for this particular ad format. However, it could be possible to use it for other formats in the future.
But before you launch your Single image ad, there is an extra step that you might have to do. If you have never launched any campaigns on LinkedIn before, you probably don’t have an ad account yet. However, creating one is very easy to do in just a couple of minutes.
To create a LinkedIn ad account, simply click on the button Advertise at the top of your feed, right next to the button Work and your profile settings.
From there, you will be taken to a platform called the Campaign Manager, and you will probably see a page that looks like this:
Once you are there, simply fill out the information requested by LinkedIn, and click on the button Create account. Next, you will have to fill out your billing details, and you are all set up to launch your first campaign.
If you need a step by step detailed guide on how to create a LinkedIn ad account, just click here.
Step 3: Create a LinkedIn Campaign
From your Campaign Manager, click on the Default Campaign group that LinkedIn has already created for you. If you want to create a new one group, you can do that, too. Groups are simply there to help you organize your campaigns better.
Next, click on the button Create campaign in the upper left corner, and you will be taken to a new page to start defining your segmentation. The first thing that you will have to do is to select your objective.
Your objective will define the goal of your campaign; what you aim to achieve with it, what is the purpose behind it. Some of the most popular goals include getting more website visits, generating more leads, or spreading brand awareness.
Now, if this was an ordinary campaign, you would be able to select from any of these objectives, depending on how they fit your goals. However, in this case, our goal is to promote LinkedIn live events.
Currently, there are only three objectives that you can choose from for this purpose:
- Brand awareness;
- Website visits;
The reason why is because if you select these objectives, you will be able to get specific data about your events. For example, the number of event registrations that are attributed to this particular ad, which is a really valuable information for businesses.
You can also see your View registrations – which are the impressions on your ad that led to an event registration.
So, before you move on, make sure to select one of these 3 objectives. If you need help on which one to choose, you can also check my article The 7 LinkedIn Objectives & How to Use Them.
Personally, I always go with Website visits.
Promoting LinkedIn Live Events requires a good definition of your target audience. In other words, who are the people that you want to register for your event? In many cases, events are a way for companies to find qualified leads that could later purchase from them.
In these cases, you can use the same target audience that you would use as if you were doing a regular campaign for lead generation.
In other cases, events can be purely informative, for the purpose of educating people on a certain topic. If this is the situation for you, you might want to expand your audience a little bit more than in a regular lead generation campaign.
After all, your goal would be to educate as many people as possible rather than generate very high quality leads.
LinkedIn’s Campaign Manager offers a lot of different audience attributes to choose from. For example, if you are organizing an event on Venture Capital, you could go with the attribute Company Industries – Venture Capital & Private Equity.
Or, if the goal of your event is to promote your product to small businesses, you can filter by Company size. And simply include companies with less employees:
You really have a lot of filters to play around and narrow your audience.
For more help on how to select the right audience attributes, you can also check my comprehensive guide on LinkedIn ad targeting.
The next step towards promoting LinkedIn Live events is selecting the right ad format.
As I previously mentioned, you can only promote your event with Single image ad at the moment. They might enable other ad formats at some point in the future, but this is the only format available for events.
So, click on the Single Image Ad icon, and let’s go right to the next step.
If you enable the LinkedIn Audience Network, your ad may also show up on third-party apps and websites that are partnering with LinkedIn. It is enabled by default. However, you can disable it if you want your ad to show only on the social platform and nowhere else.
To be honest, I don’t know how this placement will affect live events in particular. The option to promote LinkedIn Live events is very recent (as of August 2020), so I haven’t had the chance to make a proper A/B testing yet.
So, it is up to you to decide whether you want to try it. I usually keep this placement enabled.
Budget & Schedule
Next, you will have to define the budget and the schedule of your event.
If you’ve read any of my previous articles on LinkedIn, you probably know that I don’t recommend setting an end date for any campaign.
Sometimes, if your audience is very small, you risk that the campaign ends without spending its whole budget just because of the date. However, in the case of events, it is an acceptable step to avoid spending any unnecessary budget after the event is over.
And of course, the chances are that your event doesn’t have an endless budget, so make sure to set your lifetime limits as well. You don’t want your campaign to run forever…and ever…and ever…(leave me a comment if you get the reference!)
The next step to promoting LinkedIn Live events successfully is setting up your bidding strategy.
Bidding refers to the way you want LinkedIn to spend your money. For example, if you select Manual bidding, you set a limit on the maximum amount that you are willing to pay for a single click.
If you select Automated bidding, the platform will bid instead of you.
Usually, and especially in the case of LinkedIn Live events, I will go with Manual bidding. The reason why is because I get a better control over the ad spending, and I won’t spend crazy high money for a single click that doesn’t even guarantee a registration.
This step is highly recommended for regular campaigns. However, it is not available for LinkedIn Live events because it requires the installation of a pixel on your website.
In this case, because the URL of your event remains on LinkedIn, you can’t really install any pixel there. But don’t worry, we already saw that the platform has its own way of showing you all the valuable metrics.
And here it comes the fun part – preparing the creatives for your ad! As we mentioned previously, you will need a banner, a brief description of your event, and a headline.
And of course, a link to your event. Remember the URL of your event that we saved or kept in a separate tag? You will need to place it in the Destination URL field:
With all these elements, you are ready to publish the creative, and launch your campaign! Are you excited? Let me know how your event goes! (feel free to invite me, too 🙂 )
And that was all from me for today! Thank you for taking the time to read my article on promoting LinkedIn Live Events, and I hope to see you in the next one! 🙂 If you have any questions, observations or doubts, do not hesitate to let me know in the comments below.
I would be more than happy to help, so feel free to get in touch.