Six key steps to run a self-service ad campaign on LinkedIn:
Choose from the following objectives to customize campaign:
- Awareness: Brand awareness
- Consideration: Website visits, engagement and video views
- Conversion: Lead generation, website conversions, and job applicants
The chosen goal—impressions, clicks, or video views to name a few—will determine the rest of the campaign creation experience.
Related: Objective-Based Advertising
Reach the right audience by using LinkedIn’s targeting tools for campaign success. Choose from over 20 different audience attribute categories including:
- Company size
- Company name
- Member schools
- Member interests
- Member groups
- Skills
- Job title
- Job seniority
- And more
Targeting is a foundational element of running a successful advertising campaign - Getting your targeting right leads to higher engagement, and ultimately, higher conversion rates.
Related: Ad Targeting
Using Sponsored Content:
- Target the most valuable audiences using accurate, profile-based first-party data
- Reach a highly engaged audience with native ads in a professional feed across desktop and mobile
- Drive leads, build brand awareness, and nurture key relationships at every stage of your sales cycle
Increase engagement with these three formats:
- Follower ad: Promote their LinkedIn Page or Showcase Page and drive members to follow their LinkedIn page with a single click on the ad from the desktop experience.
- Spotlight ad: Drive website traffic or spark an action like event registration or showcasing a new product.
- Jobs ad: Increase relevant applicants by personalizing ads to top talent on desktop and mobile experiences.
Using Text Ads:
- Easily create your own ads and launch a campaign in minutes
- Tailor messaging to the professionals you need to reach
- Pay for only the ads that work – per click or per impression
Using Sponsored Messaging:
- Send direct messages to your prospects to spark immediate action
- Drive stronger engagement and response than traditional email marketing
- Start quality conversations with your audience through a choose-your-own-path experience
There are three options:
- Cost per send (CPS) is used when running Message Ads campaigns. Pay for each message that is successfully delivered.
- Cost per click (CPC) is often used for action-oriented campaigns like lead generation or event registration.
- Cost per impression (CPM) model is typically a better fit when brand awareness is the goal.
Along with choosing the right option for a campaign, enter a suggested bid, daily budget, start date, end date, and total budget. Regardless of the end date chosen, cancel a campaign at any time. It’s also important to note that LinkedIn uses an auction system for bidding that rewards engagement, meaning you can win an auction without being the highest bidder.
Related: LinkedIn Ads Bidding
Track campaign’s overall impressions, clicks, social actions and budget. Social actions are initiated by LinkedIn members who interact with content – it’s organic, free engagement.
Click through to each campaign to see how each ad within the campaign is performing. Using this data, you can edit ads, refine targeting, adjust budget, and toggle ad variations on and off based on performance.
Related: Related: LinkedIn Ads Measurement & Optimization
