Grow brand awareness with ease
Best practices for your next campaign. Bookmark this page.
Choose the right campaign objective so LinkedIn Ads can optimize towards the results you want
Choose Brand Awareness to reach more people and tell them about your brand or solution.
Choose Engagement to prioritize reaching people who will engage with your ad or follow your Company Page.
Choose Video Views to get your videos in front of more people and optimize for views.
Avoid hypertargeting for better results
Avoid hypertargeting for
better results
Use no more than 2-3 targeting parameters to define your audience. Hypertargeting limits your reach and hurts results. We recommend starting with Job Title, Job Function, Company, or Industry.
Use contact and company targeting
Use contact and company targeting
Upload a contact or company list to build a custom audience. Use the Company Engagement Report to learn how well your target accounts are engaging with your ads.
Increase reach with Audience Expansion
Increase reach with Audience
Expansion
Audience Expansion shows your ads to people who are outside of, but similar to, your target audience. This is enabled by default to help maximize your reach. If you only want to reach your target audience, disable this feature in the ‘Audience’ section of your campaign setup.
Reach your audience outside LinkedIn
Use retargeting to drive strong results
at a lower cost
Use retargeting to drive strong results at a lower cost
Enable LinkedIn Audience Network to serve ads to the same target audience when they visit third-party sites. This can improve reach by up to 25% and lower cost per conversion by up to 47%.
Budget US$100 a day for 4 weeks
New campaigns enter a learning phase where the algorithm learns to optimize your ads for better results. To ensure your campaign has enough time and scale to produce good results, we recommend:
● Daily budget: US$100
● Duration: Minimum 4 weeks
You can also set a Lifetime Budget so that you don’t go over your total budget limit.
Use ‘Maximum Delivery’ bidding strategy
Select ‘Maximum Delivery’ as your bidding strategy. This is an effective bid strategy that tells LinkedIn Ads to automatically set and adjust your bid to get the most results from your budget. Seasoned LinkedIn advertisers who want more control over your cost per result, select ‘Cost Cap’ or ‘Manual Bidding’.
5 ways to optimize your ad creatives and copy
Create 3-5 ads with different copy, visuals, or both.
LinkedIn Ads will optimize and show the best-performing variant to your audience for optimal results.
Show what makes your business unique in your ads.
A good way of communicating value is by showcasing how customers are benefiting from your solutions through success stories or case studies.
Keep your ad copy short and sweet.
Stay close to the recommended copy length and ad specs in the LinkedIn Ads Guide.
Use an engaging visual with a clear call-to-action.
Visit the LinkedIn Ad Library to get inspiration from other advertisers.
Test videos of different lengths to find your audience’s sweet spot.
Consider short (5-15 seconds), medium (30 seconds), and long (60 seconds) videos to test what is the most effective way to tell a rich story about your brand, product, or service.
Create 3-5 ads with different copy, visuals, or both.
LinkedIn Ads will optimize and show the best-performing variant to your audience for optimal results.
Show what makes your business unique in your ads.
A good way of communicating value is by showcasing how customers are benefiting from your solutions through success stories or case studies.
Keep your ad copy short and sweet.
Stay close to the recommended copy length and ad specs in the LinkedIn Ads Guide.
Use an engaging visual with a clear call-to-action.
Visit the LinkedIn Ad Library to get inspiration from other advertisers.
Test videos of different lengths to find your audience’s sweet spot.
Consider short (5-15 seconds), medium (30 seconds), and long (60 seconds) videos to test what is the most effective way to tell a rich story about your brand, product, or service.
Before launching your campaign:
Install the free LinkedIn Insight Tag
Once installed, LinkedIn Insight Tag helps unlock additional insights about your website visitors. With Insight Tag, you’ll be able to retarget website visitors to drive better results and track conversions from your campaign.
Enable Conversion Tracking
In your campaign setup, enable Conversion Tracking to measure impact and maximize performance based on how your audience interacts with your ads. This can help you improve ROI across the customer journey.
During and after your campaign:
Focus on the metrics that matter
Evaluate your campaign by using metrics associated with your selected campaign objective:
Brand Awareness metrics
● Reach
● Cost per 1,000 member accounts reached (CPM)
Engagement metrics
● Total Engagement
● Engagement Rate
● Follows
Video Views metrics
● Views
● Video view rate
● Completions
● Cost per View
Monitor current campaign performance and compare results to similar past campaigns to inform in-flight adjustments.
Get personalized, data-driven recommendations
Improve your campaign performance and ROI from personalized, data-driven recommendations. You can find them in Campaign Manager’s Recommendations Hub. To access recommendations, sign in to Campaign Manager, then click Recommendations from the left navigation.
Track buyer actions on your website
Track Website Actions to enhance performance. Enabled by the LinkedIn Insight Tag, Website Actions gives you insights to set up new conversions and build more retargeting audiences.
Find out how businesses like yours are succeeding with LinkedIn Ads
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“LinkedIn enables us to speak directly to our industry audiences around the world, reinforce our brand awareness, and engage our professional community authentically. This will positively impact our worldwide business in the long run.”
Jennifer Yuen, Senior Director, Worldwide Marketing & Communications, ASE Group
Read their story
Jennifer Yuen, Senior Director, Worldwide Marketing & Communications, ASE Group
Read their story -
“On LinkedIn, we were able to reach the right decision makers and tell them a story that they wanted to hear. We were able to lift ad recall by 7.8 points and aided brand awareness by 5.7 points.”
Arjun Jayan, Global Head of Partnerships, Group Communications, DP World
Read their story
Arjun Jayan,
Global Head of Partnerships, Group Communications
DP World
Read their story -
“On LinkedIn, there are a lot of ways you can tell your story with Sponsored Content. Whether it's using Single Image Ads, Thought Leadership Ads, or Video Ads – LinkedIn has more levers we can pull to understand what works and what doesn't. And that's the beauty of LinkedIn, and why we continue to invest more in LinkedIn.”
Simon Chuang, Director of Digital Marketing, Lacework
Read their story -
“Our ultimate aim is to drive conversions but, given that we had no existing relationships with any of the companies on our list, brand marketing had to come first. Identifying the right people within these accounts and serving our content to them with precision was an essential success factor. And we knew that we could only achieve this on LinkedIn.”
Khuzem Batawala, Head of Field Marketing, North Americas, Larsen & Toubro Infotech
Read their story -
“LinkedIn feed activity and LinkedIn Audience Network makes for a powerful combination to reach, engage and convert target audiences. We scaled the campaign using existing Sponsored Content creatives and saw significant lifts in performance across all key metrics without compromising on brand safety and targeting.”
Maximize the impact of your next LinkedIn Ads campaign