I love LinkedIn. It\u2019s one of the best tools for my B2B business. Truly, I think everyone working in the B2B world should be on there.<\/p>\n
I use the organic features of LinkedIn, but my brilliant co-founder, Leigh Buttrey<\/a>, a PPC specialist, knows all about paid ads on LinkedIn.<\/p>\n Leigh would be the first to describe LinkedIn as a powerful ad platform. She\u2019s not the only one reaping the benefits of paid LinkedIn, either. According to the State of Marketing survey<\/a>, 37% of marketers use LinkedIn.<\/p>\n <\/a><\/p>\n If you\u2018re already using pay-per-click (PPC) techniques to power your presence on Facebook, X, or Google, consider yourself lucky \u2014 you can add LinkedIn to that list, too. Advertising on LinkedIn is easy if you\u2019re using the HubSpot ads tool<\/a>.<\/p>\n For this article, I interviewed Leigh because I knew she\u2019d teach us all a thing or two about advertising on LinkedIn. I asked her about LinkedIn\u2019s ad targeting options, ad best practices, and how to start advertising on LinkedIn.<\/p>\n First, let’s review how LinkedIn Ads work.<\/p>\n <\/a> <\/p>\n In the above definition, LinkedIn targeting options are mentioned. Here’s some more information on how LinkedIn targeting actually works and what those targeting options are.<\/p>\n <\/a> <\/p>\n I would credit LinkedIn for its targeting; it\u2019s fantastic. You can narrow down your audiences to specific companies, locations, job titles, and so much more.<\/p>\n In the screenshot above, you can see what LinkedIn targeting looks like.<\/p>\n For the purpose of taking this screenshot, I\u2019ve created an audience of people living in the U.K. who are also senior marketing personnel, Marketing Manager, and Marketing Director.<\/p>\n Ad targeting in LinkedIn<\/a> helps you run a successful advertising campaign \u2014 that’s because when you target the right people, it leads to greater engagement and more conversions.<\/p>\n With LinkedIn, the process of selecting the audience you’re going to target works the same way, no matter which type of ad you select.<\/p>\n When establishing who it is you’re going to target, LinkedIn provides over 20 different audience attributes and targeting categories<\/a> that you can select from \u2014 examples include company name, company size, member groups, member interests, member schools, job title, job seniority, and skills.<\/strong><\/p>\n Top tips on targeting from LinkedIn paid ads expert Leigh Buttrey:<\/strong> \u201cWhen you\u2019re running a prospecting campaign, make sure you use relevant demographics to your target audience.<\/p>\n Consider things like the job title, industry, seniority, skills, and the company’s size. The beauty of LinkedIn is that you can get very targeted; there\u2019s no point in showing ads to small companies, for example, if you don\u2019t want to attract them.\u201d<\/p>\n <\/a> <\/p>\n Advertising on LinkedIn is a two-step process: 1) setting up your LinkedIn campaign and 2) creating your LinkedIn ad(s).<\/p>\n In this section, I\u2019ll walk through how to set up a campaign and build your ad(s) \u2014 plus some best practices and tips for each.<\/p>\n Your LinkedIn advertising campaigns<\/a> live on the campaign manager section of LinkedIn. You can access your advertising platform via your personal LinkedIn account.<\/p>\n As pictured below, in the top right, you\u2019ll see \u201cfor business,\u201d click that, then click, \u201cAdvertise on LinkedIn.\u201d<\/p>\n\n From there, you’ll be prompted to create a LinkedIn campaign. You\u2019ll need to associate your ads with a LinkedIn company page<\/a>.<\/p>\n The manager account can hold multiple accounts. As you can see in the screenshot below, I have three accounts: my own and two clients.<\/p>\n\n Next, you can start creating campaigns. You just need to select which account you want to create the campaign on.<\/p>\n Back to creating the campaign. On your dashboard \u2014 or \u201cCampaign Manager,\u201d as it\u2018s formally called \u2014 you\u2019ll see a Create<\/strong> button. Click that button, and you’ll see options to create a campaign or campaign group.<\/p>\n\n Note<\/strong>: LinkedIn also has an \u201cobjective-based campaign creation experience.\u201d I\u2019ll cover that process in this article \u2014 to learn more, check out this page<\/a>.<\/p>\n In most cases, I recommend setting up a campaign group because this will help you manage your campaign hierarchy. Leigh Buttrey, a LinkedIn expert, has already written a full article on campaign groups<\/a>.<\/p>\n She says, \u201cStart by organizing your campaigns into logical categories or objectives. Each campaign should represent a specific goal or outcome you want to achieve, such as lead generation, brand awareness, or website traffic.<\/p>\n \u201cFor example, you might create separate campaigns to promote different product lines, target different audience segments, or test different ad formats.\u201d<\/p>\n Think of your campaign group as your category.<\/strong><\/p>\n Next, click Campaign Group<\/strong> and name your campaign. Campaign Groups<\/a> help you organize your campaign. You can leave the \u201cDefault Campaign Group\u201d as-is or create a new Group.<\/p>\n The campaign name is only visible internally. I recommend you choose a highly informative name, especially if you have several different folks working on the campaign.<\/p>\n For example, if I was running a test to determine the best type of demographic targeting, I might use the title \u201cUnicorn Food Ad Test \u2014 North America, 18 to 24, Female.\u201d<\/p>\n That name describes exactly who I\u2018m targeting without having to view its details. Compare this to something like “Unicorn Food Test 1,” which doesn\u2019t indicate anything about who the ad is targeting.<\/p>\n Once you choose your Campaign Group and name, you can start setting up your LinkedIn campaign.<\/p>\n A note on billing: <\/strong>Eventually, if you haven\u2019t already, you\u2019ll be prompted to enter your billing information, but you can play with the campaign setup without adding billing details. I really like this about LinkedIn because you can feel safe playing with the campaign manager and setting up targeting without feeling afraid of triggering an expensive bill.<\/p>\n That said, once you enter your billing details, you don\u2019t need to worry, you won\u2018t be charged until your campaign is live \u2014 from there, you\u2019ll be charged periodically for ad clicks and other engagements.<\/p>\n Next, choose your campaign objective<\/a>.<\/p>\n\n Your objective is what you want people to do when they see your ads.<\/p>\n According to LinkedIn, choosing an objective helps them “customize your campaign creation, deliver the best ROI for your stated goal, and show you relevant reporting.\u201d<\/p>\n There are three overarching campaign themes: Awareness, Consideration, and Conversions. <\/strong>Under those themes, some available campaign objectives are:<\/p>\n Brand awareness<\/strong> will reach more people with your post. It would be great if visibility and boosting brand awareness were your goal. <\/p>\n Website visits<\/strong> will drive traffic to your website and landing pages. <\/p>\n Engagement<\/strong> will increase actions on your content and boost followers on your LinkedIn Company Page. <\/p>\n Video views <\/strong>will increase the exposure of your videos to people who are likely to engage with them. <\/p>\n Messaging <\/strong>will engage with your audience through messaging. <\/p>\n Lead generation <\/strong>will show a LinkedIn lead generation form with pre-filled LinkedIn profile data to those LinkedIn users most likely to engage with the form. <\/p>\n Website conversions<\/strong> capture leads and drive action on your website. <\/p>\n Job applicants <\/strong>will help you drive more job applications. <\/p>\n Next, choose the parameters of your target audience. Targeting who sees your ad can help it fulfill its campaign objective \u2014 the more specific and relevant it is to your audience, the better it\u2019ll perform.<\/p>\n LinkedIn allows you to target according to a few different categories \u2014 refer to the points on targeting options reviewed above.<\/p>\n You don’t have to use all<\/em> of LinkedIn\u2018s targeting options \u2014 but the more specific the targeting criteria, the more relevant it\u2019s likely to be to the audience you select.<\/p>\n And, therefore, the more likely you are to have a better ROI.<\/p>\n\n Next, set up the budget, scheduling, and bidding options that work best for you.<\/p>\n\n You have a few options when it comes to setting up the LinkedIn budget and schedule.<\/p>\n First, let\u2019s talk about budget optimization. I asked Leigh Buttrey about this. She said, \u201cWhen you turn the Budget Optimization on, you\u2019re handing over the control of the campaign\u2019s group ad spend to LinkedIn\u2019s algorithms. It will give more budget to your best-performing campaigns for better ROI.<\/p>\n \u201cIt sounds good, and in many cases, it is, but I prefer more control over my paid ads. Having set budgets per campaign allows me to give equal budgets to all campaigns, which in turn allows me to see which campaign has a lower CPC, engagement rate, or conversions.<\/p>\n In most cases, I\u2019d recommend leaving \u2018Budget Optimization\u2019 off. Instead, you should closely monitor your ads and get a feel for what works for your company. You can switch \u2018Budget Optimization\u2019 on later and compare the ROI of campaigns with it on versus off.\u201d<\/p>\n You can set schedules to:<\/p>\n Run continuously from a start date. As you can see in the screenshot above, I clicked \u201cSet a start and end date with a budget.\u201d LinkedIn recommends a budget of \u00a330\/day (or $40\/day).<\/p>\n Regardless of LinkedIn\u2019s recommendations, you set a daily budget for what works best for your company’s marketing spending. Before investing a lot into one campaign, I recommend testing and measuring the success of each campaign and ad variation.<\/p>\n You don\u2018t want to put thousands of dollars, for example, into an ad that doesn\u2019t resonate with your target audience.<\/p>\n Let\u2018s say you\u2019re the VP of Marketing at a high-end floral company. You assume that most of your target market is made up of soon-to-be brides, so you direct your LinkedIn Ads to bridal groups.<\/p>\n But after spending thousands of dollars, you only generate 10% of the leads you were hoping for.<\/p>\n Your subsequent research shows this was the wrong move, and you later learn that people near your store who are on LinkedIn are actually looking for flowers for corporate events.<\/p>\n It would have been nice to know that before spending a large amount of your budget on LinkedIn Ads, right?<\/p>\n That said, because of its extensive targeting opportunities, LinkedIn Ads can<\/em> successfully target niche markets.<\/p>\n But cautionary experimentation is crucial to do early on \u2014 if you observe a campaign performing well, then<\/em> you can put a larger budget toward it.<\/p>\n Top tips on budget according to LinkedIn paid ads expert, Leigh<\/strong>: \u201cStart your budget small, then grow. Your aim is to see an ROI with a smaller budget. As soon as you get that ROI, you can confidently scale.\u201d<\/p>\n Choose a date for your campaign to start. You can indicate whether you want your campaign to be shown continuously until an end date.<\/p>\n Next, you need to add a campaign to your campaign group.<\/p>\n\n Once you\u2019ve clicked this, you\u2019ll basically repeat the steps above. You will name your campaign and set your audience.<\/p>\n Now, you get to choose your ad format. In the next section, I\u2019ll unpack the different types of LinkedIn Ads you can create as part of your campaign.<\/p>\n When you toggle between the ad types, you\u2019ll see that the Forecasted Results box on the right-hand side will change.<\/p>\n\n This feature analyzes your campaign parameters (objective, budget, targeting, start\/end dates, etc.) and takes into account similar campaigns and advertisers. It also stimulates the ad auction<\/a> to generate the numbers displayed.<\/p>\n Keep an eye on this box as you choose your LinkedIn ad type. If you’re first starting out, deciding on which ad type you want to choose may come down to budget.<\/p>\n Outline your priorities, and then you can decide which type works best for you.<\/p>\n Additionally, some ad types require you to link your LinkedIn Company Page and some tap into LinkedIn translation services.<\/p>\n URL parameters<\/a> help you track traffic acquisition in your analytical tools, GA4, for example.<\/p>\n You decide what you want your URL parameter to be and drop it into the campaign tracking parameter in the box, as pictured below.<\/p>\n\n On tracking URLs, Leigh says, \u201cAnalytical tools do a good job of showing you where traffic is coming from, but with this functionality, you can track exactly which campaign traffic is coming from where. This will help you analyze which campaign is driving the most engagement, conversions, ROI, etc.\u201d<\/p>\n Next, decide whether you want your ad to be displayed on the LinkedIn Audience Network<\/a>, which gives your campaign more reach and exposure among LinkedIn\u2019s third-party platforms and sites.<\/p>\n\n Image Source<\/a><\/em><\/p>\n Note: This option isn\u2019t available for every ad type.<\/strong><\/p>\n You can also choose to exclude or block certain categories, applications, and sites in the Network if you so choose.<\/p>\n\n You have the option to set up conversion tracking for your LinkedIn campaign, which will track and measure the actions people take after clicking on your ads.<\/p>\n Conversion tracking is an optional part of setting up your LinkedIn advertising campaign but is highly valuable for your business.<\/p>\n If you choose to set up conversion tracking, click + Add conversions<\/em>.<\/p>\n A new window will pop up, where you\u2019ll name your conversion, choose your conversion settings, and decide how you\u2019ll track the conversions.<\/p>\n Note:<\/strong> The information on the right-hand side of the window is super helpful \u2014 it\u2019ll answer any questions you have and walk you through the process.<\/p>\n For more help implementing and managing your LinkedIn Conversions,<\/strong> visit this help page<\/a><\/em><\/strong>.<\/strong><\/p>\n\n Bravo! You\u2019ve officially set up your LinkedIn advertising campaign \u2026 but you\u2019re not done yet. When you\u2019re ready to move on, be sure to click Save<\/strong>.<\/p>\n Beware: Your objective and ad format <\/strong>cannot<\/em><\/strong> be changed once you save, so be sure about your choices before moving forward.<\/strong><\/p>\n This section corresponds to what type of LinkedIn ad you chose for your campaign.<\/p>\n Once you establish the basic parameters for your ad in step one, you’ll be prompted to start building it and choose how LinkedIn will display and rotate your ad variations \u2014 if you create more than one.<\/p>\n To get started, click Create new ad<\/strong>.<\/p>\n\n A screen will pop up with the title \u201cCreate a new [Your chosen ad type] for this campaign,\u201d on which you’ll create the copy for your ad, pair it with an image, and preview the different layout options.<\/p>\n You can see what that looks like below. I clicked \u201ccarousel ad,\u201d and I can also add \u201ccards.\u201d Each card represents a slide of my carousel.<\/p>\n\n Here are a few guidelines around the copy:<\/p>\n Ad image<\/strong> is the artwork or graphic that your audience will see for your ad. It must be 100×100 pixels and uploaded as a .jpg or .png file that is 2MB or smaller. <\/p>\n Ad name<\/strong> is the main message your audience will see. You can write 255 characters but I recommend 60-100. <\/p>\n Ad introductory text<\/strong> is the body of your ad. It can be up to 255 characters long, but I recommend 150. The text should be relevant both to the person viewing the ad and the offer or page to which you’re sending them. <\/p>\n Destination URL<\/strong> is where your audience will go when they click your ad. Double check that the URL is accurate. <\/p>\n Once you input this information, and hit Save<\/strong>, you\u2019ll be able to view your post.<\/p>\n\n Once you click Create<\/strong>, you\u2019ll be directed back to the previous Campaign Manager screen. From there, you can create more ads and, eventually, review and submit your order.<\/p>\n Note:<\/strong> LinkedIn does review every submitted campaign order, so don\u2019t expect to see your ads published right away.<\/p>\n To see the best results for your ads, consider creating a different ad for each of your buyer personas and tweak the copy accordingly.<\/p>\n For example, when promoting a book to college professors, leading the title with the words “College Professor’s Guide to\u2026\u201d may generate a higher click-through rate (CTR) than generic, un-targeted headlines and copy.<\/p>\n Here are a few copywriting tips for LinkedIn Ads.<\/p>\n Including an actionable CTA within your ad copy<\/a> will also help you improve your ad\u2018s CTR. Consider asking people to “Download your ebook now,” or “Click now for free samples” instead of writing copy that\u2019s devoid of actionable next steps.<\/p>\n Incorporate your value proposition into your ad copy \u2014 this can make people more likely to click on your ad. By boasting something like \u201c20% off your first purchase\u201d or \u201cClearance sale ends today \u2014 Shop now,\u201d you’re sending a clear signal of what someone will specifically gain when he or she clicks your ad.<\/p>\n Don’t be afraid to test your ad copy. You can create multiple variations of your ad in each campaign, which allow you to test different images and copy within ads to find what works best for your audience.<\/p>\n Pro tip: <\/strong>LinkedIn Ads is available within all HubSpot Marketing Hub Professional and Enterprise accounts!<\/a> Track visitor and contact engagement, run reports on closed-loop marketing, sync leads from LinkedIn lead generation forms, and MORE \u2014 all within your HubSpot account.<\/p>\n <\/a> <\/p>\n As I said above, deciding on what type of LinkedIn ad is best for your campaign can come down to many factors: budget, audience, campaign objective \u2014 just to name a few.<\/p>\n When building your LinkedIn Ads, you have four main types from which to choose. Within those formats, you can choose different formats based on your ad content and purpose.<\/p>\n Sponsored Content shows up in your audience’s news feed among organic LinkedIn content.<\/p>\n\n Image Source<\/a><\/em><\/p>\n These ads are similar to promoted posts that blend into social media feeds. Sponsored Content is available in three formats:<\/p>\n Single image ads, which feature one image. <\/p>\n Carousel ads<\/a>, which feature two or more images. <\/p>\n Video ads<\/a>, which feature one video. <\/p>\n This type of LinkedIn ad typically has the highest average cost-per-click (CPC).<\/p>\n (Learn more about the advertising specifications for Sponsored Content<\/a>, according to LinkedIn.)<\/p>\n Leigh recommends LinkedIn\u2019s paid sponsored content ads<\/strong> for \u201cincreasing visibility and engagement for your brand, generating leads, or driving traffic to valuable content. Use these types of ads if you want to create single-image, carousel, or video ads.\u201d<\/p>\n Message ads<\/a> are delivered to your target audience\u2019s LinkedIn inbox.<\/p>\n\n Image Source<\/a><\/em><\/p>\n With this type of LinkedIn ad, you can send your content directly to your audience from a personal account and better measure engagement based on recipient response and action.<\/p>\n (Learn more about the advertising specifications for Message Ads<\/a>, according to LinkedIn.)<\/p>\n Leigh recommends LinkedIn\u2019s paid sponsored messaging ads (or <\/strong>conversation<\/strong> ads)<\/strong> to \u201cdeliver personalized, direct messaging to specific target audiences. You may want to use these if you\u2019re driving for event registrations, product demos, or time-sensitive offers.\u201d<\/p>\n Dynamic Ads<\/a> are personalized ads that change content based on which audience member is viewing them. This type of LinkedIn ad uses member personal data to tailor its creative content.<\/p>\n\n Image Source<\/a><\/em><\/p>\n (Each LinkedIn member sees his or her own personal data; data isn’t shared with other members.)<\/p>\n Dynamic Ads are available in three formats, which are only available on the LinkedIn desktop platform:<\/p>\n Follower ads, which promote your LinkedIn Company Page. (Learn more about advertising specifications for Dynamic Ads<\/a>, according to LinkedIn.)<\/p>\n Leigh recommends LinkedIn\u2019s paid dynamic ads<\/strong> for \u201coffering hyper-personalized ad creation that automatically customizes the ad per viewer based on their profile details, such as name, photo, company or job title. These are ideal for campaigns focusing on brand awareness, event promotion, content downloads, or gaining followers.\u201d<\/p>\n Text Ads<\/a> show up on the right column or at the top of the page on LinkedIn.<\/p>\n\n Image Source<\/a><\/em><\/p>\n They’re the simplest type of LinkedIn ad but are still effective for boosting awareness and reaching your audience. Pay per click or per impression for Text Ads.<\/p>\n (Learn more about advertising specifications for Text Ads<\/a>, according to LinkedIn.)<\/p>\n Leigh recommends LinkedIn\u2019s paid text ads<\/strong> as a \u201csimple and cost-effective approach for driving traffic, increasing brand awareness or generating leads. These ads are made up of a headline, description, and small image. They usually appear on the right-hand sidebar.\u201d<\/p>\n Social ad campaigns can always be improved. Remember, your audience and content are always changing \u2014 as well as the platform itself. Here are some best practices to optimize your LinkedIn ad campaign.<\/p>\n [List Snippet]<\/p>\n <\/a> <\/p>\n Before we dive in, here’s a quick tip: Set a reminder for yourself to analyze and optimize your campaigns each month.<\/p>\n As your business grows, your audience also evolves and so does the customer journey.<\/p>\n It\u2018s crucial that you know and update your buyer personas and the customer journey map regularly \u2014 this will allow you to effectively target your personas at the right point in time (a.k.a. when they\u2019re most likely to convert).<\/p>\n You may do this on a quarterly basis.<\/p>\n To help with the process, check out our buyer persona guide<\/a>, free buyer personas templates<\/a>, free Make My Persona tool<\/a>, customer journey map guide<\/a>, and free customer journey map template<\/a>.<\/p>\n I also recommend considering your customer journey when deciding on which type of ads (more on this best practice in #4 below) you’ll create and share \u2014 not every type of ad is ideal for every part of the customer journey.<\/p>\n For instance, you may use a sponsored ad for audience members who have already engaged with your brand\/content before rather than that being their first touchpoint with you.<\/p>\n On a similar token, segmenting your customers is a great way to prepare for effective and tailored ad targeting, whether on LinkedIn or any other platform.<\/p>\n You can segment your customers so that you know exactly how you’re going to target specific audiences on LinkedIn in order to increase engagement and chances of conversion.<\/p>\n For instance, you might know that specific audience segments are going to need a certain type of LinkedIn Ad at a certain point in the buyer’s journey \u2014 having your customers ready in segments makes this part of the ad targeting process easy and efficient.<\/p>\n Getting some inspiration and gleaning information from your other social ads as well as the LinkedIn Ads of your competitors is a great way to help you navigate the process of creating and sharing your ads on LinkedIn.<\/p>\n Although LinkedIn is a unique platform, and your audience may not be the same across social platforms \u2014 it’s still good to take some inspiration from and, at the very least, identify which ads perform best on other social platforms like Google and Facebook.<\/p>\n Not only can this be a good starting point when planning your LinkedIn Ads, but it can also help you save time \u2014 maybe you want to repurpose content that’s on a Google Ad already for LinkedIn.<\/p>\n Additionally, you may not have the analytics to prove which of your competitors’ LinkedIn Ads are performing best.<\/p>\n However, you can at least identify which types of ads are getting a lot of engagement by looking at metrics like comments and reactions.<\/p>\n I think this is a helpful reference point when planning and creating your LinkedIn paid ads since you’re likely going to have a similar audience on the platform as your competitors do.<\/p>\n As I mentioned earlier, you\u2018ll want to determine what content you\u2019re sharing with audience members based on the type of ad you’re creating.<\/p>\n Refer to your customer segments here to help you effectively tailor content to those audience members and where they are in the customer journey when working through this step.<\/p>\n As a recap, here are the types of LinkedIn Ads<\/a> you can create, along with examples of the content you may include:<\/p>\n Sponsored content<\/strong>: Single image ads, video ads, carousel ads, and event ads; ideal for highly-engaged audiences in the LinkedIn Newsfeed. <\/p>\n Sponsored messaging<\/strong>: Conversation Ads, Message Ads; ideal for engaging audience members in LinkedIn Messaging. <\/p>\n Lead generation forms<\/strong>: Lead generation forms; ideal for creating pre-filled forms for LinkedIn Ads. <\/p>\n Text and dynamic ads<\/strong>: Text ads, spotlight ads, follower ads; ideal for running ads in the LinkedIn right rail. <\/p>\n This content you\u2018re sharing shouldn’t just be selected by ensuring it works with the type of ad you\u2019re creating, though.<\/p>\n It also needs to bring your audience members in and make them want to engage with it (e.g., read\/watch more, click on it, open your gated offer, etc.).<\/p>\n Think about ad elements like:<\/p>\n Colors For more inspiration, take a look at these great LinkedIn Ad examples<\/a>.<\/p>\n Don’t be afraid to test different visuals, language, and text to determine what your unique audience on LinkedIn finds eye-catching and attention-grabbing.<\/p>\n You can test different versions of the same ad to see what factor is contributing to or hindering its success.<\/p>\n For instance, change the copy in your headline, change your featured image, or tweak the target audience attributes \u2014 just don\u2019t do these all at the same time or you won\u2019t know which one is the fix.<\/p>\n I find A\/B testing makes this process easy and ensures you’re just changing one factor at a time.<\/p>\n Gated offers are those that require some sort of information in return for that offer \u2014 for instance, an audience member gets a free template or an ebook in return for sharing their email address.<\/p>\n To do this with your LinkedIn Ads, you’ll have to use their Lead Gen Forms<\/a>.<\/p>\n\n LinkedIn allows you to create Lead Gen Forms for both Sponsored Content and Message Ads. They come pre-filled with LinkedIn profile data, so members are able to share their information with you in seconds.<\/p>\n Additionally, I like that the forms allow you to track important metrics such as campaign cost per lead, lead form fill rate, and how many leads you get certain audience segments.<\/p>\n Like anything in business, you’re going to want to keep your budget in mind. LinkedIn uses objective-based pricing<\/a> when it comes to advertising \u2014 meaning you only pay to achieve the specific marketing goals you have.<\/p>\n In other words, you’re charged based on your campaign objective.<\/p>\n You’ll select the activity you want to pay for, and then the campaign objective you picked will determine which ad formats and optimization goals you can focus on.<\/p>\n Is one campaign outperforming the other(s)? If so, you may want to pause the less successful campaign(s).<\/p>\n LinkedIn will automatically display less successful campaigns with lower frequency, so it makes sense to minimize any resources spent on them.<\/p>\n Instead, putting more resources into successful ad variations and campaigns is more likely to accomplish your marketing goals.<\/p>\n LinkedIn makes it easy to track your progress in the Campaign Manager dashboard (under \u201cChart\u201d), where you’ll see various charts that measure performance like clicks, expenditures, and CTR.<\/p>\n You can also keep track of conversions in the graphs toward the bottom of the dashboard.<\/p>\n\n When you finish setting up your first campaign, you\u2018ll see a lot of “0”s at first. Don\u2019t worry; that\u2019s only because your campaign is new (and don\u2019t forget that LinkedIn usually has to approve your ads before they go live).<\/p>\n More advanced performance tracking is also possible, but you need to export data to third-party analytics software or databases, like LinkedIn Ads to BigQuery<\/a>.<\/p>\nLinkedIn Targeting Options<\/strong><\/h2>\n
How does LinkedIn targeting work?<\/strong><\/h3>\n\n
1. Create your LinkedIn ad campaign.<\/strong><\/h3>\n
2. Set your LinkedIn ad campaign objective.<\/strong><\/h3>\n
3. Designate your LinkedIn ad audience.<\/strong><\/h3>\n
4. Set your ad budget and schedule.<\/strong><\/h3>\n
\n Set a start and end date.
\n Set a start and end date with a budget. <\/p>\nBudget<\/strong><\/h4>\n
Schedule<\/strong><\/h4>\n
\n5<\/strong>. Decide on your LinkedIn ad format.<\/strong>
\n<\/h3>\n6. Set your URL parameter if you\u2019re using one.<\/strong><\/h3>\n
7. Choose your LinkedIn ad placement.<\/strong><\/h3>\n
8. Don’t forget conversion tracking.<\/strong><\/h3>\n
9. Build your LinkedIn ad.<\/strong><\/h3>\n
CTA<\/strong><\/h4>\n
Value<\/strong><\/h4>\n
Testing<\/strong><\/h4>\n
1. Sponsored Content<\/strong><\/h3>\n
2. Message Ads<\/strong><\/h3>\n
3. Dynamic Ads<\/strong><\/h3>\n
\n Spotlight ads, which promote a special offering.
\n Job ads, which promote open jobs. <\/p>\n4. Text Ads<\/strong><\/h3>\n
1. Know your audience and the customer journey.<\/strong><\/h3>\n
2. Segment your customers.<\/strong><\/h3>\n
3. Refer to your social ads on other platforms as well as your competitors’ LinkedIn Ads.<\/strong><\/h3>\n
4. Carefully select the content you share based on the type of ad you’re creating.<\/strong><\/h3>\n
5. Use eye-catching and attention-grabbing visuals and language.<\/strong><\/h3>\n
\n Font
\n Language and text
\n CTA placement and style
\n Images
\n Videos
\n GIFs <\/p>\n6. A\/B test your LinkedIn Ads (and tweak one variable at a time).<\/strong><\/h3>\n
7. Create gated offers using LinkedIn Lead Gen Forms.<\/strong><\/h3>\n
8. Keep your budget in mind when creating LinkedIn Ads.<\/strong><\/h3>\n
9. Determine each campaign’s click-through rate (CTR).<\/strong><\/h3>\n
10. Measure and analyze your LinkedIn Ad campaign’s success.<\/strong><\/h3>\n