Campaign Objectives

In its strategic plan, the Canadian Commercial Corporation (CCC) identified key sectors of interest for expansion in its business development efforts. In addition to its significant trade show involvement, the CCC was executing a digital lead generation effort through content marketing.

The Plan:

To drive qualified traffic to its newly developed content marketing assets, the CCC approved a LinkedIn media buy, targeting industries that mapped to its sectors of interest.

In advance of the paid traffic campaign, the CCC developed blog post landing pages in English and French explaining its unique service offering to those particular industries.

Online Authority worked with CCC’s marketing team to set up the its LinkedIn Campaign Manager account, then identify and quantify potential ‘Audiences’ – narrowed by CCC’s targeting criteria – to pursue.

Next, Online Authority undertook the necessary technical implementation for a LinkedIn media buy for CCC, including:

1. Generating the LinkedIn Campaign Manager Insight Tag;
2. Installing and configuring the Insight Tag via the client’s content management systems account to ensure it was published to all templates;
3. Setting up conversion tracking; and
4. Advising on naming conventions for Google Analytics UTM tracking codes for use later in the campaign.

Online Authority provided advisory services to the CCC team on creative – copy and image treatments, activation and launch, and reporting throughout the duration of the campaign.

Results:

Within days of launch, the highest-performing audiences, by key sector, were identified for CCC providing critical insights into the opportunities available to CCC’s business development efforts going forward.

If you are interested in learning more about LinkedIn advertising, contact Online Authority today.