Direct Sponsored Content allows you to test variations of your content while maintaining control over what is published on your LinkedIn Page or Showcase Page. The content will look like a Sponsored Content post from your organization, but won't be shown to your Page followers.
To test content variations:
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Determine the aspects of your content you'd like to test. You can test your intro, headline, and thumbnail image.
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If you're targeting the same audience, sponsor the variations within the same ad set. By default, the system will optimize your ad set for the version with the highest click-through rate.
Some tips for success:
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Test one variable at a time to isolate what's driving the difference in performance.
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Give your content enough time to run before turning it off, so you're not making conclusions with too little data.
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Keep in mind that variations could be shown to the same member if your ad set runs for several days. Direct Sponsored Content doesn't set up control or expose campaigns, but does allow you to test which variation resonates with your audience.
Here's a tip
You can use A/B Testing to compare the performance of two ad sets with separate budgets that differ by one variable. We’re gradually releasing A/B Testing, and you might not have access to it at this time.
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