How to Create Ad Campaigns on LinkedIn
Choose Your LinkedIn Ad TypeFirst, let’s start with campaign creation. You must choose your LinkedIn ad type for your first campaign. There are two campaign types on LinkedIn: self-service and account-managed campaigns. These types of campaigns are optimized for different types of LinkedIn ads and are also managed and controlled differently.
Self-Service LinkedIn AdsWhen advertising on LinkedIn with self-service ads, you can control your ad campaign from Campaign Manager, the hub for all of LinkedIn’s targeting controls. From there, you can set your own budget, select from the suggested bid strategies, and also monitor your ads’ success. The types of ad formats supported by self-service ads are:
Sponsored Content on LinkedIn
Sponsored Message Ads on LinkedIn
Dynamic Ads on LinkedIn
LinkedIn Display Ads
Text Ads on LinkedIn
Explore LinkedIn Advertising Campaign ManagerCreating an account is simple and can be done in a matter of minutes through your personal LinkedIn profile. It is necessary to set up an account in order to advertise on LinkedIn. This is the nervous system of a successful advertising campaign on LinkedIn. Some of the features available on are:
- Highly specific visual reporting so you can see exactly which LinkedIn ads are most effective and where.
- A breakdown of the actions your Sponsored Content campaigns generate, including Clicks, Likes, Shares, Comments, and Follows.
- A detailed view of the matched audiences and categories of LinkedIn users that are engaging with your ad variations.
Choose LinkedIn Ad FormatAs previously mentioned, the types of ads available in Campaign Manager are:
- Sponsored Content
- Sponsored InMail
- Text Ads
Create Your LinkedIn AdsThis is the moment you’ve all been waiting for: how to actually create a LinkedIn ad. Don’t get ahead of yourself, though. There are still a few clicks left before you can start watching your brand awareness and website visits improve.
Creating Sponsored Content on LinkedIn
Create LinkedIn Sponsored Messaging Ads
Select the Sender of the LinkedIn AdThis can be you or one of your employees. The sender’s first name, last name, and profile picture will appear in the recipient’s inbox.
Add Subject Line and Summary of The LinkedIn AdThe summary is just a sneak peek of your message that will appear to your recipients on your desktop. You should keep your subject lines short and conversational, something like “Thanks!”, “Join us/me,” or “Connect.”
Write Your LinkedIn Ad CopyMake your message conversational. After all, they are conversation ads. LinkedIn also gives you the option to add each recipient’s first name within the Sponsored InMail tool. This is a good idea. Keeping your message under 1000 characters is also advisable; any longer and your recipient may lose interest. After crafting your message, you will be able to add the landing page URL for the appropriate page of your website.
Create a Text Ad on LinkedIn
LinkedIn Ad TargetingNo matter what ad format you choose when advertising on LinkedIn, choosing your target audience works the same way. LinkedIn provides a wide variety of criteria from which you can choose your desired audience, including but not limited to the following targeting criteria:
- Company Name
- Size of the Company
- The Seniority of the Job
- Job Title
- The function of the Job
- Member Schools
- Field of Study
- Member Age
- Member Gender
This is information LinkedIn collects from everyone as part of each member’s profile, information that users may not include on their Facebook or Instagram profiles (pretty fancy lead gen forms, if you ask us!). This gives businesses advertising on LinkedIn some unique opportunities they may not get on other platforms.
You will also be able to see exactly how many users are estimated to belong to your target audience, so you can be sure your target audience is as specific or general as you want it.
LinkedIn Audience Members Expansion
LinkedIn Audience Network
Set Your Budget and Schedule for LinkedIn Ad CampaignsThis is usually the first question business owners ask when they’re learning how to advertise, and this is still true when learning how to advertise on LinkedIn. It doesn’t matter if every user on LinkedIn sees your ads; after all: if you bankrupt yourself getting it in front of them, it’s no use.
LinkedIn Advertising CostFortunately, LinkedIn has a few pricing options:
- Cost per click (CPC). You’re charged every time someone clicks on your ad.
- Cost per impression (CPM). You’re charged every time a certain number of people see your ad, usually 100 or 1000 people.
- Cost per send (CPS). This is used for Sponsored InMail. You’re charged for every successfully delivered message.
Ad Rank for LinkedIn
In a nutshell: LinkedIn has slots for an ad. Obviously, the higher the position, the better. All the ads that could potentially fit into these slots are given a rank based on the amount of money they’re willing to spend per click or per impression, in conjunction with past ad performance.
Due to this process of ranking ads, it isn’t always the highest bidder that wins the auction. The better your past ad performance, the less money you need to achieve the same or a higher ranking when advertising on LinkedIn. However, new advertisers may have to pay a slightly higher premium for their clicks or impressions until they get some positive ad history under their belts.
Maximum bids and daily budgets can all be set from within the Campaign Manager.
Advertising on LinkedIn: Measure and Optimize Your Campaign
So your LinkedIn ads are live now: congratulations! But that isn’t your final step in advertising on LinkedIn.
It is important that you monitor your campaigns and make any changes that need to be made based on the reports you receive. After all, how else will you know if your LinkedIn ads are helping you reach your business’s marketing goals?
These reports can be accessed through Campaign Manager.
Within your Campaign Manager analytics, you will be able to see each individual ad:
- Overall performance
- Branded searches: have Google searches for your brand increased since launching your ads?
- Website traffic: have more people been coming to your website?
- Cost per lead: does the amount of genuine business you’re getting match up with what you’re paying for it?
These are features LinkedIn provides so that you can fully optimize your ad experience when advertising on LinkedIn.
You’ll need to implement Google tracking to gain access to conversion tracking for website conversions.
Work With a Professional Social Media Marketing Agency
If you’re still not sure if you have the time or know-how to pull off an optimized ad campaign on LinkedIn and you’re thinking it’s time to bring in a professional, look no further!
Digital Logic is a full-service marketing company that will help you create and optimize your campaign performance across platforms, including LinkedIn.