With over 640 million professionals and like-minded individuals, LinkedIn is the leading social network that is preferred by over 92% of B2B marketers. LinkedIn is the top lead generator social platform with LinkedIn’s powerful Ad targeting and having a return on investment higher than other advertising platforms. LinkedIn Ads Campaign helps your business reach targeted goals, be it lead generation, brand awareness, or even event registration.
So, even if you are a beginner, this blog will help you in creating your first LinkedIn Ads Campaign. Let’s start.
Steps to create LinkedIn Ads Campaign
In this part we will discuss in brief the major steps to create your first LinkedIn Ads Campaign and will also look into its analytics.
- Create a LinkedIn account with a verified email address to create a free LinkedIn page
- Create your Campaign Manager account
Campaign Manager is the advertising platform on LinkedIn and once you are signed in, this is where you can create your Ad accounts, run campaigns, set budgets, manage and optimize all your LinkedIn advertising.
- Choose your Ad objective
Select an objective that best suits your business goals. Your ad objective is the action you want your targeted audience to take after seeing your ad, which streamlines and customizes your advertisement.
There are three categories of objectives to choose from:
- Brand Awareness: impression-based campaigns, ideal for building awareness around your brand, product, and services
- Website visits: clicks that drive traffic to your website or marketing landing page
- Engagement: to boost engagement on your post by getting customers to click on your ad and take sociable actions on the content ( like, comment, share, hashtags) to increase followers on your LinkedIn company page
- Video views: targets people who are most likely to watch your video, thus increasing exposure to your video
- Lead generation: this shows pre-filled LinkedIn forms with LinkedIn members’ profile data which generates leads on the platform
- Website conversions: optimizes valuable actions on your website, such as sign-ups, content downloads, purchases, and more. These campaigns must use conversion tracking to track conversions from people who viewed your ad
- Job applicants: shows job opportunities at your company or workplace to relevant people
Give a name to your campaign and assign a campaign group or create one based on shared objectives, targets and more
- Set your target audience
Your ad performs better when targeted to a relevant and specific audience, which results in higher conversion rates. You can target your LinkedIn Ads campaign based on audience parameters such as location, company name, company size, job title, schools, degrees, fields of study, years of experience, gender, age, company connections, and followers.
You can also choose your own saved audience or set a custom audience using LinkedIn’s audience filter parameters.
Among 20 available languages on LinkedIn, select a language in which you want your ad to appear.
As per your business target and regions where your audience is located, select at least one audience location for your ad. Scrolling down, there are additional options for audience targeting. With Audience Expansion, you can increase the reach of your ad by delivering the ad to the audience having similar attributes like your target audience.
Once you have selected the audience, a summary of the complete details is available on the right sidebar
- Choose an Ad format
The available Ad formats on LinkedIn are Sponsored Content, Sponsored InMail, Text Ads, and Dynamic Ads
- Sponsored Content: native ads that appear on the LinkedIn feed across mobile, desktop, and tablet. Sponsored Content has three formats: single image ads, video ads, and carousel ads.
- Sponsored InMail: drives conversions by sending personalized messages to the targeted LinkedIn user through LinkedIn Messenger. The message contains a customizable subject line, body text, and a call-to-action (CTA) button
- Text Ads: Whenever LinkedIn users scroll through their feed, Text ads appear in the sidebar and drives high-quality leads. You can set your budget, paying for only per click or per impression
- Dynamic ads: boosts engagement and conversion rates with automatic personalized ads.
You can seamlessly acquire followers using follower ads, spotlight ads to drive traffic to your website or landing page by showcasing your events, products, and services.
- Ad Placement
Just below the ad format, you will find LinkedIn Audience Network settings to automatically surface your ads on LinkedIn’s third-party platforms and websites. You can block a list of Audience Network apps and sites where you do not want your LinkedIn Ads campaign to appear.
- Set your bid and budget
You can set a daily budget spending or set both a daily budget and a total budget. Based on the daily budget and competition for your ads, LinkedIn suggests a bid range.The available bid choices are:
- Automated Bid: LinkedIn automatically sets the right bid for your ads using historical campaign data and member information. LinkedIn recommends using automatic bids to generate more leads and once selected; you will be charged by impressions and cannot set the bid cap
- Enhanced CPC Bid: this bid is on a click-per-basis, and you set the bid yourself. LinkedIn will not charge higher than the set bid amount. The bid amount should be high enough to successfully utilize the campaign budget. There is an option to enable lead optimization which allows LinkedIn’s system to automatically raise or lower your campaign’s bid amount to generate more leads. This bid is only available to Website visits, Engagement, Lead generation, and Website conversions ad objectives.
- Maximum Cost-Per-1,000 impressions (CPM) Bid: here, you specify the maximum bid amount you are willing to pay for per 1000 impressions.
Here you have to set the start and end date of your campaign. You can also run your campaign continuously from a start date
- Conversion Tracking (optional)
You have an optional choice to set up conversion tracking to track actions taken by people after viewing or clicking your LinkedIn ad. Upon creating a campaign, you can choose one of the below labels or actions you want the visitors to complete:
- Add to Cart
- Key Page View
You can choose between “site-wide Insight Tag” or “event-specific pixel to the landing page URL” to track your conversion
- Ad creation
Once the campaign is set, it’s time to create an ad.
As you create the ad, you can see its preview. Here you will have to upload an ad image, ad headline, ad description, and a destination URL.
Review and launch your ad.
- Save billing information
If it’s your first ad creation on LinkedIn, you have to enter your payment information and save for later. After reviewing, submit your campaign. The LinkedIn Ads campaign will be reviewed before going live. Spam, inappropriate content ads or ads not meeting LinkedIn’s guidelines are rejected.
- Analyze Ad performance
Once the ad is launched, you can track your ad performance in the Campaign Manager dashboard by selecting the campaign you want to evaluate
We hope that this beginners guide will help you in creating your first LinkedIn Ads Campaign, so don’t forget to share your suggestions and experiences in the comments section below.
How to Create LinkedIn Groups & its Importance for Business
Microsoft Launches beta first LinkedIn Live Streaming feature on invite only basis
How Brands can leverage LinkedIn Video in 2019
LinkedIn 2019 Updates brings Major UI changes, New Reactions and Emojis
How LinkedIn mentor pairing and native video is going to change corporate communications
Vishal is a tech writer for Vidooly and a fan of everything related to Android. He loves exploring the nexus between tech, culture, space, and politics. He lies awake at night pondering over the myriad facets of life while also having an adventurous side to him. In his spare time, he enjoys watching sci-fi and drama series, reading psychology/politics fiction and playing brain games.