LinkedIn Integration with Terminus - Frequently Asked Questions

Terminus is excited to announce our integration with LinkedIn! It will allow Terminus customers to launch, manage, and report on Sponsored Content campaigns from within Terminus. To learn more about the integration, check out the announcement blog.

The integration will be available to all customers in the coming months. We will let you know as soon as it is available. If you have any questions, feel free to reach out to your CSM.

Here are the answers to a few FAQs about the integration:

What is the cost of the LinkedIn integration with Terminus?

There is no additional cost to use the LinkedIn integration with your existing Terminus plan. Each LinkedIn Sponsored Content campaigns you run will count towards the total number of tactics you have in your Terminus pricing plan. You can purchase additional tactics from your CSM.

Is there a difference in media costs running LinkedIn Sponsored Content campaigns through Terminus or LinkedIn?

No. There isn’t a difference in media costs when you use the LinkedIn integration with Terminus to launch a campaign versus the LinkedIn advertising platform. If you change any of the audience or targeting criteria, you may see a change in CPCs. You will have clear visibility into your average CPC in Terminus, budget, and total spend, making budget easy to track and manage.

Can I use LinkedIn for lead-gen on Terminus?

With the Terminus integration, you can certainly use LinkedIn campaigns to drive leads from target accounts, but it is important to remember that driving a lead from a target account should not be the only metric of success or the only use case.

Measurement: The best ABM practitioners measure account engagement, which would include both leads from target accounts as well as account website engagement such as the number of unique web visitors and total visits from target accounts. Measuring account engagement is critical to provide sales with accounts that are most likely to buy. This approach allows you to capture engagement from critical stakeholders who may never complete a form such as c-level and other people in leadership.

Content: We’ve seen ABM practitioners use LinkedIn with ungated content to build awareness and initial engagement as well as use ungated content for sales acceleration campaigns. Savvy marketers consider the target account’s awareness of their brand and solution. If a target account is a net-new prospect, consider using ungated content to build awareness and educate your audience about the problem and how you solve it. If an account knows your brand and solution, use gated content to provide highly tailored, highly valuable information to them. For certain personas, gated content may produce weaker results; leadership (c-level, VPs, etc) or personas that are influencers are typically less likely to complete a form.

LinkedIn vs Display: While LinkedIn can be used to drive leads, display advertising should not be used for lead acquisition, especially when engaging a highly targeted audience. With display, the math on acquiring leads doesn’t make sense. Instead, it is much more impactful to track the lift in web traffic from your target accounts.

What are the requirements for integrating LinkedIn with Terminus?

We will provide more details, but you will need to have a LinkedIn Advertising account with an authorized payment method set up within the LinkedIn platform. Once that is set up, you will be able to link your LinkedIn account to your Terminus account from within the Terminus platform.

What will I see in my LinkedIn dashboard when I launch a Sponsored Content campaign on Terminus?

In your LinkedIn dashboard, you will see all of your campaigns, including those that have been set up and managed through Terminus, and all of the typical results of a LinkedIn Sponsored Content campaign.

Why does Terminus bid on CPM in Terminus campaigns and CPC in LinkedIn campaigns?

Within the LinkedIn advertising platform, there is an option to bid on either cost per click (CPC) or cost per thousand impressions (CPM). With the Terminus integration, you will need to use CPC bids for your campaigns. Using CPC allows your campaigns to benefit from LinkedIn’s internal optimization process which is only available with CPC bids. Terminus Display Ad Network is optimized based on a CPM model.

How does international targeting work?

The LinkedIn integration is Terminus’ first step towards international targeting. The integration allows you to leverage LinkedIn to target accounts at the country level and you can select multiple countries to target companies outside of the United States.

What role does the Terminus Advertising Operations team play with LinkedIn Sponsored Content campaigns?

LinkedIn Sponsored Content is managed by LinkedIn. The Terminus Advertising Operations team cannot change or optimize your ad campaign. Contact your Terminus CSM or LinkedIn Support for any questions you have regarding ad operations.

 

LinkedIn Benchmark by Region and Industry

General

Worldwide Membership

  • More than 560 million members in over 200 countries and territories
  • Professionals are signing up to join LinkedIn at a rate of more than 2 new members per second
  • More than 46 million students and recent college graduates on LinkedIn
  • More than 70% of our members are outside the US
  • LinkedIn is available in 24 languages

 

Economic Graph

  • More than 560M members
  • More than 20M companies are represented on LinkedIn
  • More than 15M open jobs on LinkedIn Jobs
  • More than 60K schools listed
  • 50K skills listed

 

Market/LMS

  • Company Page video is 5x more likely than other types of content to start a conversation among members, based on results in our beta program.
  • LinkedIn members spend almost 3x more time watching video ads compared to time spent with static Sponsored Content
  • More than 90% of B2B marketers are using LinkedIn to distribute content
  • More than 90% of marketers leverage LinkedIn over all other platforms
  • More than 45% of all social media traffic to a company’s homepage comes from LinkedIn
  • 80% of member engagement with Sponsored Content happens on smartphones

 

Content

  • Weekly members who engage heavily with content are 5x more likely to return daily
  • Tens of thousands of comments every hour
  • More than a million posts, videos and articles course through the LinkedIn feed per day, generating tens of millions more shares and likes
  • 60% YOY increase in updates viewed in the Feed
  • 2 – 4X increase in referral traffic to publishers looking at the same quarter YOY
  • Top publishers have seen an average 120% growth to Company Page followers year over year (October 2016 to October 2017).




Regional Data

APAC:

Membership Numbers + Average Sponsored Content CTR | Engagement Rate:

  • Australia 9+M - .42% CTR | .48% ER
  • China 41+M - .5% CTR | .67% ER
  • Hong Kong 1+M - .52% CTR | .61% ER
  • India 47+M - .57% CTR | .73% ER
  • Indonesia 10+M - .52% CTR | .65% ER
  • Japan 2+M - .78% CTR | .91% ER
  • Korea 2+M - .55% CTR | .64% ER
  • Malaysia 4+M - .52% CTR | .62% ER
  • New Zealand 1+M - .42% CTR | .48% ER
  • Singapore 2+M - .52% CTR | .58% ER
  • The Philippines 6+M - .64% CTR | .77% ER

Additional Stats:

  • 8 Asian languages supported (Traditional and Simplified Chinese, Bahasa Indonesia and Melayu, Thai, Tagalog, Japanese and Korean)

 

Germany + China

  • Germany context -- Only market where LinkedIn has had a real competitor in Xing. LinkedIn has been focused on strategy here and is gaining more traction.
    • Audience Size: 8.2MM
    • Sponsored Content Benchmark: .42% CTR | .47% ER
  • China context -- One of LinkedIn's newest markets, and LinkedIn is the only 'external' social media platform that has been able to obtain and retain permission to be in China. LinkedIn runs a very regional strategy here, and the business is still in its nascent stages.
    • Audience Size: 42MM
    • Sponsored Content Benchmark: .49% CTR | .64% ER

 

EMEA:

Membership Numbers + Average Sponsored Content CTR | Engagement Rate:

  • Belgium 3+M - .42% CTR | .48*% ER
  • Czech Republic 1+M - .38% CTR | .44% CTR
  • Denmark 2+M - .39% CTR | .44% ER
  • Egypt 3+M - .47% CTR | .58% ER
  • Finland 1+M - .37% CTR | .41% ER
  • France 16+M - .44% CTR | .5% ER
  • Ireland 1+M - .41% CTR | .46% ER
  • Israel 1+M - .41% CTR | .48% ER
  • Italy 11+M - .48% CTR | .54% ER
  • Kenya 1+M - .72% CTR | .94% ER
  • Morocco 1+M - .45% CTR | .53% ER
  • Nigeria 3+M - .83% CTR | 1.10% ER
  • Netherlands 7+M - .4% CTR | .44% ER
  • Portugal 2+M - .44% CTR | .55% ER
  • Romania 2+M - .48% CTR | .56% ER
  • Saudi Arabia 2+M - .46% CTR | .56% ER
  • South Africa 6+M - .66% CTR | .8% ER
  • Spain 10+M - .43% CTR | .5% ER
  • Sweden 3+M - .45% CTR | .51% ER
  • Turkey 6+M - .41% CTR | .47% ER
  • UAE 3+M - .48% CTR | .58% ER

 

LATAM:

Membership Numbers + Average Sponsored Content CTR | Engagement Rate:

  • Argentina 6+M - .51% CTR | .6% ER
  • Brazil 33+M - .59% CTR | .79% ER
  • Chile 4+M - .53% CTR | .61% ER
  • Colombia 6+M - .43% CTR | .5% ER
  • Mexico 11+M - .44% CTR | .52% ER

NAMER:

Membership Numbers + Average Sponsored Content CTR | Engagement Rate:

  • Canada 14+M - .42% CTR | .48% ER
  • U.S. 149+M - .4% CTR | .47% ER

REGIONAL MEMBERSHIP:

  • EMEA 176+M
  • US 149+M
  • APAC 141+M
  • LATAM 79+M
  • SE Asia 26+M
  • MENA 25+M
  • UK 25+M
  • DACH 11+M

 

Sponsored Content CTR Benchmarks by Industry:

  • Agriculture - .37%
  • Arts - .97%
  • Construction - .78%
  • Consumer - .77%
  • Corporate - .44%
  • Education - .38%
  • Finance - .53%
  • Government - .62%
  • High-Tech - .39%
  • Legal - .45%
  • Manufacturing - .58%
  • Media - .49%
  • Medical - .62%
  • Non-Profit - .53%
  • Recreational - .55%
  • Service - .45%
  • Transportation - .54%

 

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