20/05/201403/05/2018 by Prominence

How to Get the Most Out of Your New Linkedin Premium Background

May looks to be the month where everyone follows Facebook. At the beginning of the month Twitter rolled out their new profile banner in a similar format to Facebook and on the second to last day of May Linkedin did the same.

Unlike Twitter and Facebook the Linkedin Full-Width Background is only for Premium Account holders, however oddly it has been delivered with minimum fanfare and very little guidance.

For anyone with a premium account this means that unless you update your full width background (banner) your profile will look like this:

Options

It is therefore highly recommended to upload a banner image that represents your personal brand, to select one of the 22 pre-set backgrounds that Linkedin offers or revert back to a Standard Profile without a background image.

Dimensions

Like all Social sites Linkedin has specific image dimensions which you should try to adhere to. This will ensure your image is displayed correctly, without gaps, stretching or blurring.

The recommended background dimensions are below, including the space that will be covered by your headline and profile photo. The image file should be a JPG, GIF or PNG, and be no larger than 4MB.

Additional New Premium Features

Linkedin also released several other premium features including larger profile photos and search listings plus Keyword Suggestions for your Profile Summary.

The most significant of these is Top Keyword Suggestions, because these focus on optimising your profile so you can be found.

Our advice is to use these suggestions exactly as suggestions, don’t try to cram them all into your Profile Summary and definitely don’t use those that make no sense (see professions makes) below.

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Tracking & Measurement

Monthly analytics reporting on campaign performance through platform analytics, data includes impressions, click rate, conversion rate, specific keyword and individual advert performance, landing page results and call metrics.

Conversion Rate Optimisation

It’s the most important element in a successful campaign and the old saying ‘you snooze, you lose’ is very apt and it’s where most fail. Using the analytics data we continue to test and refine the campaigns to increase conversation rates and therefore the results for your recruitment business.

This includes:

Click-through-rate optimisation
Increasing quality scores
Increase landing page experiences
Bid adjustment techniques
Staying up-to-date on negative keywords
Setting up automated rules to help maintain the account’s full potential

Phone Call Tracking

A large percentage of both Display and SEM generates phone calls to your recruitment business or individual recruiters. Because of this, usually this is where the ability to track return on investment ceases. However on all of our campaigns we enable a proprietary piece of technology that tracks and records each phone call. Not only can we now track the success of each call, we can give you access to the call recording platform to use the calls as training and service improvement tools.

Customised Landing Pages

A digital advertising campaign without a landing page is a bit like a candidate with an unexplained gap in their CV. There is a chance it will be ok, but also a big risk that it won’t. We use our own landing page tool to create customisable experiences that are centered on generating outcomes. They also allow us carry out conversion rate optimisation (CRO), to increase Google Quality Scores and to split (A/B) test different concepts.

Advert Design & Copywriting

The success and failure of a digital advertising campaign often relies on the quality of the advert itself. Using our in-house design and copywriting teams we’re able to create the very best visual and copy based adverts. This is across a range of mediums, from text and static images to moving GIF/HTML5 files and even video.

Research & Analysis

We use all the available tools and our recruitment industry experience to ensure we fully understand your business goals. As a certified Google Partner we are also able to produce industry insights created by our dedicated Account Managers within Google, which are directly passed on to you.

Tracking & Measurement

Monthly analytics reporting on campaign performance through platform analytics, data includes impressions, click rate, conversion rate, specific advert performance, landing page results and call metrics.

Conversion Rate Optimisation

It’s the most important element in a successful campaign, and the old saying ‘you snooze, you lose’ is very apt, and it’s where most fail. Using the analytics data, we continue to test and refine the campaigns to increase conversation rates and therefore the results for your recruitment business.

This includes:

Click-through-rate optimisation
Increase landing page experiences
Bid adjustment techniques
Setting up automated rules to help maintain the account’s full potential

Phone Call Tracking

A large percentage of Social Media Advertising campaigns generate phone calls to your recruitment business or individual recruiters. Because of this, usually this is where the ability to track return on investment ceases. However, on all of our campaigns we enable a proprietary piece of technology that tracks and records each phone call. Not only can we now track the success of each call, we can give you access to the call recording platform to use the calls as training and service improvement tools.

Customised Landing Pages

A social media advertising campaign without a landing page is a bit like a candidate with an unexplained gap in their CV. There is a chance it will be ok, but also a big risk that it won’t. We use our own landing page tool to create customisable experiences that are centered on generating outcomes.

Advert Design & Copywriting

The success and failure of a social media advertising campaign often relies on the quality of the advert itself. Using our in-house design and copywriting teams we’re able to create the very best visual and copy based adverts. This is across a range of mediums, from text and static images to moving GIF/HTML5 files, Facebook Canvas adverts and even video.

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