linkedin

LinkedIn Lead Accelerator Campaign

Project: User Retargeting Campaign
Goal: Brand Recognition; Audience Nurture; Lead Generation
Role: Strategy and Design; Worked with LinkedIn/social media/content teams on execution

We met with LinkedIn to test out their Lead Accelerator program to test out ads for our flagship client, Concordia University – Portland. Working with LinkedIn, we developed a campaign strategy to target 4 main audiences (streams).

Within each stream, I designed themes to be presented to the user in “waves” – a user was served ads in a set sequence across a variety of platforms (LinkedIn Sponsored Updates, Facebook Ads, Display Ads). Each theme was targeted specifically to each audience to nurture their interest in a particular subject matter.

1. Generic Ads – Target audience lands on campus specific/overview pages (SEO, PPC); ads promote all University programs

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2. M.Ed. Specific Stream – Target audience lands on M.Ed. specific pages (SEO, PPC, landing, academics); ads promote M.Ed. programs only

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3. Ed.D. Specific Stream – Target audience lands on Ed.D. specific pages (SEO, PPC, landing, academics); ads promote Ed.D. programs only

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4. High-intent Stream – Target audience clicks on application/admission/tuition pages (SEO); promotes all University programs

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By customizing the creative to connect specifically with each audience, we were able nurture users while allowing them to become familiar with our brand. Any leads that came in from a result of these campaigns were attributed to the original campaign source and spend.

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