How do I Create a LinkedIn Ad Campaign?

LinkedIn is the odd duck among all major social media networks. LinkedIn is a paid platform. However, it does offer an advertising product.

It was mentioned in Our post about alternative PPC networks. These are the how, why, and what of advertising with LinkedIn.

LinkedIn is an excellent platform for advertisers with over 450,000,000 professionals in the business industry. We’ll examine every aspect of each client’s advertising program to determine if it can be improved.

Why LinkedIn?

LinkedIn is a social networking site that connects business professionals. It is simple in its basic form. These users include CEOs of Fortune 500 businesses.

LinkedIn allows you to reach a very targeted audience. LinkedIn is a powerful advertising platform, depending on the type of product or service you offer.

LinkedIn is a great place for advertising. LinkedIn is a great place to advertise.

Before you get started

Let’s first look at how to advertise on LinkedIn.

Pages for Businesses

Create one To update your company and communicate with prospects and customers, create company pages This is where you’ll advertise.

All LinkedIn users that follow you will receive updates from your company. You can also find these updates on your company page or showcase pages.

You may create showcase pages for various products or services by going to your company page.

A company webpage can allow you to share administrative rights with multiple employees This is particularly useful when you send Sponsored inMail. We will cover this later.

Hubspot provides great examples and guidance if your company page is new. You can use this guide to plan and create your LinkedIn page.


Set your goals before you advertise This will allow you to choose the right advertising strategy for your company. Your goals could be to increase brand awareness, drive traffic or generate leads or sells.

Your goal will determine how LinkedIn advertising is used.

You don’t want to drive people to your remarketing list. The goal is for high click-through.

Clearer goals make it easier for you to set goals, create compelling ads and manage campaigns.

Bidding and Budget

You can control your LinkedIn ad spending by setting daily maximum and maximum budgets.

Keep in mind that your daily maximum and total budgets may be different from what you actually spend every day.

Bid Types

LinkedIn allows you to bid on a cost per click, cost per thousand (ie. LinkedIn allows you to bid on a cost-per-click, cost-per-mill (ie. 1000 impressions), and CPM basis.

The maximum bid you can make for any campaign will be entered. This is your maximum bid. It all depends on the number of bidders participating in the auction and the size of their bids.

LinkedIn recommends aggressive bidders to increase impressions to keep your ads competitive It is up to you to decide how much LinkedIn believes to be true and how important it will be for your bottom line.

Cost per Click

You will be charged per click if someone clicks on your advertisement.

CPC Minimum Bid is $2.00 To help you estimate the price to be paid to win an auction, LinkedIn offers a range of suggested bids.

This bidding method is best if you want to drive leads or engagement.


CPM bidding lets you pay for every 1,000th LinkedIn advertisement that is shown, regardless of how many engagements they generate. LinkedIn offers a range of suggested bids.


Quality content is essential for your audience. You must provide value to your audience to make it stand out.


The most important factor in an advertisement’s success is its copy. It is crucial to communicate clearly and write compelling copy.


LinkedIn lets you create a headline for your ad. LinkedIn limits the length to 25 characters


Your body copy should not exceed 75 characters. A strong call to action is essential to drive engagement.

You should write your copy in the language your audience understands. This will allow your company to communicate with your audience in the language they speak.

Get involved

A strong call to action is key to engaging with your ad. These phrases include downloading, getting more information, or contacting us.

Without a clear call-to-action, it can be hard to understand your advertisement’s purpose. A poor call-to-action can result in low click-through rates as well as poor performance.


You don’t have to include images in your LinkedIn ads. LinkedIn restricts image sizes to 50×50 pixels. Use bright, exciting images that are relevant to your ad.


It is important to ensure your ads reach the right audience to have a successful campaign. On LinkedIn, you can segment your audience by job function and location.

LinkedIn lets you target specific groups. Targeting allows you to ensure your ads reach the right people.


Personas will allow you to refine your advertising targeting.

Personas can be used to create a fictional representation of your target audience.


You can start by targeting your location.


LinkedIn allows you to target large industries, similar to location targeting. finance, non-profit banking, etc. ). If your product or service has a particular benefit for a particular sector of the business community, this can be especially useful.

LinkedIn lets you target specific users.

Job Title

LinkedIn advertising has a reputation for being able to target people by job titles. Targeting users with a certain level or seniority in a company can help you refine your targeting.

This feature can increase your conversion rate and convert new customers.

Job Function

Perhaps your product or service appeals to multiple industries. LinkedIn allows you to select up to ten job positions for each campaign.


You can target individuals with your ads using specific criteria such as school, degree type, or level of education.


Target your audience based on specific skills and experiences, such as eCommerce marketing or B2B sales. The key demographic will need to be able to demonstrate the skills or are aspiring.


LinkedIn can search for these groups and more than 80% of LinkedIn members are part of at least one group. These groups can be targeted with your ads without you having to become a member.

Age and gender

LinkedIn doesn’t offer the ability to target genders and ages like other advertising platforms. Seniority can be a great place for you to start if your goal is to target specific ages.

Audience Expansion

LinkedIn offers “audience extension” to help you target your audience. LinkedIn can use this feature to increase your target audience by including people who have similar attributes to your audience, even if your targeting parameters don’t include them.

This tool is great for new advertisers. Experienced advertisers may find it difficult to target the right audience without the audience expansion tool.


It is important to have multiple versions of each ad.

Targeting specific industries, job titles, or skills can make it difficult to target the right audience. You may need to use different copies to ensure consistency.

You can also experiment with different headlines or body copy even if you’re using the same ad variations to reach the same audience To determine which version performs best, you can A/B test your ads.

Once your campaign has provided actionable data, you’ll want to delete low-performing ads. This can have an impact on the number of impressions LinkedIn sends your audience.

LinkedIn can help you choose the best ad option by selecting “optimize click-through rate” You can manually manage your ad variations and adjust them based on LinkedIn data returns

Approval Process

Once you’ve completed your creative, you can submit your ad. LinkedIn will approve/reject your ad within 12-24 hours.

Performance Dashboard

Once your ad is approved by LinkedIn, it’ll begin to return actionable data. This information can be used to customize and refine your ads.

You can monitor your impressions and clicks, track your spending, and see your click-through rates.

Monitor Conversion Rates

The performance dashboard lets you see which LinkedIn users have clicked your ad, and leaped.

Software like Google Analytics gives you more detailed and actionable information about each person who visits your website from LinkedIn.

Conversion is when a member moves on to the next stage in their relationship with your company. Conversion can be referred to as becoming a customer, or a lead. This will help you calculate your return on investment.

Take, for instance, 50 people who click on your LinkedIn advertisement drive to your landing page. You would have a conversion rate of 10%

These facts will help you make informed decisions about the best marketing channels for your company.

LinkedIn’s Services

We have covered the basics of LinkedIn’s advertising platform. Now we will look at the different products offered by LinkedIn to advertisers. LinkedIn lets you advertise using either self-service or managed methods.


Self-service allows you to quickly set up a campaign and begin advertising for as low as $10 per day. There are also options to bid on CPM, PPC, and other advertising methods.

Managed Services

LinkedIn’s managed service offers the same opportunities and account management as its self-service offering. This feature is usually reserved for large companies that have huge budgets.

LinkedIn offers many advertising options on

LinkedIn’s self-service advertising program lets you create text ads and sponsor material. It also allows you to create text ads and sponsor content.

Next, we’ll look at text ads on LinkedIn.

Sponsored Content

Sponsored Content allows you to connect your brand, product, or service with relevant editorial content that your target market will find appealing. It is very similar to organic content.

Sponsored content can be valuable and relevant. This increases the likelihood that they will interact with your content and LinkedIn page as well as your company.

Quality content can be a powerful tool to generate leads for your company. People are more likely to “pay for” it with their contact information.

Why Sponsored Content is important?

Sponsored content closely resembles organic material, making it very popular. ShareThrough and IPG have found that sponsored advertising is 52% more likely to be viewed than traditional display ads.

Types Of Sponsored Content

LinkedIn offers two types of sponsored content.

Sponsored Content – This lets you share company updates with a larger audience based on your targeting parameters. Your audience should not visit your website but stay on LinkedIn.

Direct Sponsored Content – This gives you the ability to use the same functionality of sponsored content, but without having your company’s page updated. Sponsored Content – You can refine and test your advertising without having your company page clutter.

Create Your Content

Sponsored Content is impossible without regular content The old saying, “You catch more honey from honey,” applies especially to content creation. Whitepapers (whitepapers), webinars, and infographics all makeup high-value content.

Make sure your content is visually appealing and easy to read. Engaging content will make your user more likely to engage with it and generate leads for your business.

Then you can advertise the LinkedIn content that you have created.

Sponsored InMail

Sponsored InMail is LinkedIn’s most innovative advertising product. It lets you connect with your audience through their LinkedIn inbox rather than in their newsfeed.

Sponsored inMail allows you to use more characters than text ads or sponsored content.

Sponsored inMail can be used for many reasons.

As with sponsored content and text ads, you must keep your message consistent. This person will likely be less relevant to your target audience.

Create Your Ads

LinkedIn makes it easy to create ads. The text ads below will give you an idea of how to send InMail sponsored or sponsored content.

Create a LinkedIn Ad account linked to your Company Page.

Next, you can go to your Dashboard and create a campaign.

Go to your campaign dashboard. You can track data and create new campaigns. Click the top-right button and select “create campaign”.

Next choose whether you would like to create a text ad, sponsored content, or an InMail campaign.

You can choose your language and name the campaign. It is intended for internal use only.

Next, enter your creative for the advertisement. This includes your headline and body copy, as well as the image.

Now comes the fun part. Here is the fun part. LinkedIn will give you an estimate of the number of people in your target audience.

Next, you’ll set your bidding parameters. It is possible to adjust the price to fit your budget or needs. Finally, enter the date and budget you wish to start the campaign.

Complete all details of your campaign. Once you’ve reviewed and confirmed your order, your ad will appear on LinkedIn within 24 hours.

Our LinkedIn Advertising Experience

I’ve done several low-level campaigns on LinkedIn, including this one. But, I’ve had clients who depend on LinkedIn ads and organic reach for their business.

We ran a campaign as part of Our research. Here are Our results to give an idea of the amount of spend.

We promoted Our newsletter signup mainly to marketers and freelancers. We received a lot of impressions but very few clicks.

It was interesting to note that, unlike other advertising platforms like Twitter, Pinterest and Amazon, Reddit, and Amazon, there is no “flywheel effect” where paid visibility increases organic visibility.

This could mean that Our post was not organically interesting or because of several variables.

Both Our and Our clients’ experiences have shown that you need a LinkedIn-exclusive offering. Layering is a way to get a large audience to make impressions, but also narrow enough to target.

Remember the default behavior of LinkedIn visitors. If you want to reach people who aren’t frequent users, you will need to budget for your campaign.

Best Practices for LinkedIn Promo & Next Steps

How you manage, create, and refine your advertising depends on its goals.

  • Share content that is clear and valuable to your audience.
  • Your headline must address your audience directly. Mention their names in your headline!
  • Use compelling and informative body texts to communicate the value of your sponsored content, text ad, or sponsored InMail.
  • Images must be bright and easily readable.
  • Targeting your campaigns correctly is essential.
  • Always A/B test your advertising creative. To dial in the most effective ad for clicks-thru and conversions, you should have at least three or four versions.

We will be happy to hear your thoughts

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