You probably know LinkedIn best for its professional networking capabilities. But did you know about its powerful ad platform? LinkedIn ads not only allow you to reach your marketing goals with more ad options but can be used alongside your pay-per-click (PPC) campaigns as well. Complimenting your presence on Facebook, Instagram, Google and more.
If you’re new to LinkedIn ads, don’t worry. We’ve got you covered with a step-by-step guide on how to get started with your very first LinkedIn ad campaign. So let’s get started, shall we?
How to put together your very first LinkedIn ad campaign
In order to begin running ads on LinkedIn, you first need to set up an account. You can do this by logging into your LinkedIn profile and clicking advertise in the top right-hand corner.
Note: It’s best to do this on a desktop or laptop as it makes the process a lot easier.
As a new advertiser, you’ll be prompted to type in an account name, Company Page name, and currency for your account. You’ll also need to enter your billing information to unlock your account, but don’t worry, you won’t be charged until your ad campaign goes live.
The currency and LinkedIn page can’t be changed once the LinkedIn ad account has been created.
Once you’ve reviewed and are happy with your information, click ‘Agree & Create Account’.
Once that’s done, you have a few more steps to follow.
Create your LinkedIn ad campaign
Advertising on LinkedIn is a two-step process which requires you to set up your LinkedIn ad campaign and then create your LinkedIn ads. Your LinkedIn ads can be found on a separate platform which is different from the main LinkedIn app or website.
To get started with your campaign, visit this page and select ‘create ad’. Then follow the below steps:
1. Name your campaign.
2. Choose your objective (awareness, consideration or conversions).
3. Pick your group budget and schedule (you have the option to turn on budget optimisation).
4. Set a start and end date (with or without a budget).
5. Click next.
6. Then, select your target audience (you have the option to create a new audience or use a saved audience).
7. Select your ad format and placements (where you would like your ad to be shown).
8. Choose your budget and schedule (this can be set to daily, lifetime or daily and lifetime budget).
9. Set your ad conversion tracking (this step is optional, but is advised if you want to accurately track your results).
10. Click next.
11. Time to setup your ad. (Click “Create New Ads” to do this).
12. Proceed to fill out the introductory text, destination URL, images, headline and description.
13. Then select a call to action and a lead generation form (where applicable).
14. Once satisfied with your ad, click save.
15. Go ahead and repeat the steps to create 4 more ads for best results.
16. The last step is to review and launch your campaign. (Check that all the details are correct and that happy with the budget and duration of the campaign).
17. Then click launch campaign, and you’re done!
Different types of LinkedIn ads
1. Sponsored content
This type of ad shows up in your feed like an organic post, with the words ‘Sponsored Content’ in the top left-hand corner.
These types of ads do a good job of blending seamlessly into LinkedIn’s social media feed and can be created using three types of formats:
1. Single image ads (one image is used).
2. Carousel ads (2 or more images are used).
3. Video ads (one video is used to create an ad).
Video ads do particularly well due to them having the lowest average cost per click.
2. Message ads
Message ads are ads that get delivered directly to a LinkedIn user’s inbox. These types of ads are great for sending content directly to your audience from your personal LinkedIn account. They are also great for measuring engagement based on the recipient’s response and the actions they take.
3. Dynamic ads
These types of ads are personalised to the individual. The content changes based on the type of audience member you are trying to reach.
Dynamic ads rely on personal data to tailor creative content to each LinkedIn member. This personal data is not shared with other LinkedIn members.
Dynamic ads are available in three formats:
- Follower ads (these ads encourage members to follow your business by promoting your LinkedIn Company page).
- Spotlight ads (these ads promote a special offering).
- Job ads (these ads are meant to attract prospective employees).
4. Text ads
Text ads are the simplest form of a LinkedIn ad and appear in the right column or top of the page on LinkedIn. They are effective for boosting awareness and reaching your target audience. They operate using a pay-per-click (PPC) or impression-based model.
Ready to get started?
Following all the steps above and having the right amount of patience will give you the best chance at success when it comes to creating LinkedIn ad campaigns. And once you’ve got the hang of it, they have the potential to become a very worthwhile staple in your marketing plan. So don’t leave these ads on the table.
A well-researched and optimised ad campaign has the potential to bring in many new leads and sales.
Need help with the above? Let’s connect and take your business to the next level together!
