Do you have a target audience of business professionals?
If so, LinkedIn ads are definitely worth considering for your next social media marketing campaign. This platform has the potential to increase your reach so you can drive traffic and conversions for your business.
In this article, learn more about LinkedIn’s advertising, and how to setup a campaign.
LinkedIn Ads Overview
With LinkedIn ads, you can appear to your target audience on the platform and only pay when your ads are clicked on or seen (depending on which you opt for). In managing a campaign you have:
- Several targeting options that can help you to select the types of users that you want to reach
- Different options that determine where your content will appear
- Various ways to manage your budget
As a result, you can create a customized ad campaign that is effective and affordable. In terms of cost, you will have two options for managing the budget of your campaigns. You can set different limits on the campaign budget, or you can set the maximum bid that you are willing to pay for each click or impression. If you aren’t sure, the Campaign Manager will even show you a suggested bid range that can guide you.
It’s also important to note that there are minimum costs set by the platform. Each campaign must have a minimum daily budget of at least $10, and the lowest bid price is set at $2.
Now that we’ve covered the basics, let’s talk about how to actually set up a campaign.
Assuming that you already have a LinkedIn account, start by signing into the Campaign Manager . You can also find this area by moving your cursor over to Business Services at the top of your homepage and selecting Advertise.
Choose the Types of Advertisement You Want to Use
Once you are in the Campaign Manager, the first step in starting a campaign is to choose the type of advertising that you want to use. Here we will cover sponsored content and text ads. Let’s start with text ads.
Text Ads: What are they?
Text ads appear at the top of the homepage or in the section for “Ads You May Be Interested In”. These ads are only available the desktop version of the site, and they offer the following features and benefits.
Create ads for your specific audience demographics, track conversions, and use all of the budgeting tools. You can also choose to pay for impression or pay-per-click.
By setting your own targeted audience and making custom ad content, you can reach the right audience with the right message. When it is done right, this will send high value leads to your website and landing pages, and should result in a good conversion rate.
How to set it up
Name Your Campaign
The first step in creating a text ad is to name the campaign. In general, you are going to want each campaign to target a specific audience or to have a specific intent behind the ads. To make the campaigns easy to reference, you should give them names that make them identifiable by audience or intent.
Choose Your Language
LinkedIn has several language options, and you will be prompted to select a language. You want to select the language of the primary audience of the campaign.
Decide Where You Want Members to Go From Your Ad
After choosing a language, you will be asked where you want to members to go if they click on the ad. You can choose to have the ad direct them to your LinkedIn page, or you can supply a website address for the link.
Write a Catchy Title and Description
Next, you want to give the ad a headline that will catch the user’s attention, and fill in a description that will tell them why they should click on the ad. Try to make a headline and description that will compel action from the viewer.
Choose an Eye-Catching Image
You also want to select an image that will get the attention of the person viewing the ad. On LinkedIn, images of professionals tend to perform well, so it is something to consider.
Choose the Layout
On the right side of the Campaign Manager, you will see a preview of the ad. In this area, you can view the different layout options that are available. It is recommended that you check these to see how the ad will appear for the user.
Create One Ad or Multiple Ads for Testing Purposes
You can start a campaign with just one ad, but it is a good idea to create a few different versions. Try different headlines, descriptions and images. You can then compare the results between the different ads, and this can give you an idea of what works best.
Once your ads are created, you can then move on to targeting. In the targeting section, you have several options. With most of the options, you can choose to include or exclude LinkedIn members. Criteria includes location, company name, company industry, company size, age, gender, job function, job title, job seniority, schools, skills, fields of study, degrees, member groups, and years of experience.
Enable or Disable Audience Expansion
All campaigns have the audience expansion feature enabled. With this, it also sends the ads to people that have similar attributes to those that are in your target audience. This allows you to reach a wider untouched audience. To change this option, you have to go to the section for more targeting options.
When you go to set your bid for an ad campaign, we recommend following the suggested bid from LinkedIn. You can also look at your results and make adjustments as the campaign progresses.
Set a Daily Budget
Next, you want to set your daily budget for the campaign. Remember, as we mentioned earlier, you have to set a minimum daily budget of at least $10. As another point to consider, your daily budget will affect the number of times that your ad can be acted upon per day. If you set it too low, it might end up limiting the effect of the campaign.
You also have the option to let the ad run indefinitely, stop it manually, or set a start and end date.
Review Campaign and Enter Payment Info
Now that you have created the ads and set up the audience and the budget, you should go back over the content and check all of the options that you have selected. If everything is set to your satisfaction, all you need to do is enter a payment method for the campaign.
Run the ads and follow the results. Over time, you will see what works and you will be able to refine your strategy for a greater effect.
Sponsored Content: What is it?
Sponsored content ads show up in the homepage feed of members as shown below. The ad manager can sponsor different posts and updates to be featured as ads.
These ads can reach targeted users in their homepage feed, and you will have all of the budgeting and targeting options that you have for text ads. With this type of ad, you can raise awareness by using different posts and updates from your company page to reach more users.
You can reach users on both desktop and mobile. In addition to that, the ad can reach an even wider audience with likes, comments, and shares. Furthermore, like the text ads, these are also a great way to reach a targeted audience with a specific message, which can lead to traffic and conversions.
How to Set it Up
Set Up a Company Page
It’s important to note that a company page is required for this type of ad. If you don’t already have a company page, you will need to create one. To do this, go to the Add a Company page. By doing so, you not only open up the opportunity to use sponsored content ads, but it is a great way to provide potential customers with more information about your business.
Just like with the text ads, these campaigns will also have names. You want to follow the same rules for naming the campaign as you would with text ads. Consider the target audience and the intent. This will make the campaigns easier to reference in the future.
Select and Update to Sponsor or Create a New One
With sponsored content, you can choose to sponsor updates that are already on your company page or you can create updates that are just for the campaign. Using existing updates can save time, but creating a new update can be good for situations where you are looking to tailor the message for the target audience.
After this point, setup is the same as for text ads. You are going to want to create an audience, set your budget and bids, and make a schedule.
And that’s it!
Now you know the basics of setting up LinkedIn ads. Next, we are going to take a look at who should be using PPC ad campaigns from LinkedIn and how to optimize them.