Creating your ad can be an enjoyable process as LinkedIn allows you to get somewhat creative.
Although what you want is to make a professional ad, it's important you use the tools LinkedIn has available for you and be unique.
Step 1: Choose Campaign Objective
Your campaign objective is the action that you want your audience to take when they view your ad. By choosing wisely which objective you choose, LinkedIn will be able to best customize your campaign, show you the results that are relevant to you and deliver the best ROI (Return On Investment).
Step 2: Website Conversions
For this guide, we'll choose Website Conversions as the objective.
Step 3: Choose Audience
This is an interesting section. Remember that the audience is different here than on Facebook, Instagram, YouTube or Google.
There are business professionals on this platform and you’ll be able to tell when you start choosing your audience.
Step 4: Add Audience
Step 5: Audience Types
Step 6: Location
Location is the only required field when it comes to audience set up. LinkedIn needs to at least know where to show your ad.
In this guide, we’ll go ahead and select the ‘Recent or permanent location’ option.
Location Step 1: Enter Location
Location Step 2: Exclude Location
By excluding a location, your ad will not show up unnecessarily in a location that you're not looking to serve and as a result, you won't have to waste you daily budget.
Step 7: Language
The language you choose may not be changed after you’ve already selected it and chosen your ad creative, so be sure of your selections.
Step 8: Target Audience
Although LinkedIn really does store a lot of data so that you can target people more than you can on Google, it’s not more than Facebook. At the end of the day, it’s a different audience.
Similar to Facebook, what you don’t want to do here is add so many attributes. When you do that, that’s called hyper-targeting. LinkedIn recommends you do no more than 2-3. If you add more, it could hurt your campaign.
You should only go after 2-3 of these and be specific. If you use more, it could be a waste of time and get redundant.
By selecting the Director of Finance, you’re already covering the bases. There’s no need to add on all of the other filters.
The most commonly targeted attributes on LinkedIn are:
- company industry
- company size
- job title
- member groups
Let’s say you already had data on your website visitors and wanted to retarget them as well as people that you already know. What would you do?
Step 9: Matched Audience
Step 10: Add Matched Audience
Step 11: Matched Audience Addition Method
You could upload an email list of people and create a matched audience, monitor website traffic and see who you want or don’t want to show ads to.
If you do upload a list, it can take up to 48 hours to process, so don’t think that it works immediately. You need to give LinkedIn time to work for you.
More on matched audiences later in the ‘Retargeting on LinkedIn’ lesson of this guide.
Step 12: Enable Audience Expansion
What this allows you to do is reach business professionals that are similar to the audience that you’re already targeting. This is all based on their job titles, skills and even the company where they work.
Take your time with this section so that you can get your targeting right. The worst thing that can happen is that you target incorrectly and lose money because you’re not getting any conversions.
Step 13: Audience Summary
Step 14: Ad Format
These are the types of ads you’re able to create if your objective is Website Conversions.
We’ll go with Single image ad for this guide. Once you get familiar with how to setup a simple single image ad, it’ll be easier setup the other ad formats.
Step 15: Placement
Step 16: Budget
Once you hit this number of dollars spent, LinkedIn won’t run the ad anymore. This is good for you to do just in case you forget to stop running your ad and you only wanted to spend a certain amount.
Step 17: Scheduling
Step 18: Choose Bid Type
Choosing your bid type is next and you have 3 options:
Automated Bid: The LinkedIn system automatically sets your bid and tries to get the most amount of leads for your budget. If initially you’re not sure how to bid, this is the option you want to use. Something to keep in mind is that this is charged by impression and you cannot set a bid cap.
Enhanced CPC Bid: When you go with this option, you’re allowing LinkedIn to adjust your bid so as to generate more leads for you by means of the LinkedIn Lead Generation form. This bid, in turn, is charged by click instead of by impression.
Maximum CPC Bid: If you want to be in control, this is the option for you. LinkedIn won’t charge more than what you bid. Do remember that if your bid isn’t competitive enough, the campaign may not completely deliver its budget.
To begin, I recommend going with the automatic bid until you’re comfortable enough and have enough of an understanding of how bidding works on LinkedIn.
Step 19: Conversion Tracking
Although this section is optional right now, DO NOT FORGET ABOUT IT. By tracking conversions, you’ll be able to see what actions were taken by people as they visited your site such as filling out the form on your site or registering for an event.
In the lesson, ‘LinkedIn Insight Tag’, we’ll go over how to exactly install the Insights tag and set up conversion tracking so that you can retarget well.
For now, we’ll move on to the actual creation of the ad.
When you’re done, click ‘Next’ so that you can go on to set up your ad.
Surprisingly, setting up your ad is the second step in this whole process. You can also create an ad using your existing content from your posts on LinkedIn. For now, create your ad.
Step 20: Create Ad
If you’re planning on running multiple ads on LinkedIn, you should give your ad a name so that you can differentiate it from others. This is the page where you add your ad copy or introductory text, add your image, present your offer, call to action and choose how you want your confirmation or thank you page.
This is where you tap into your creative side. As with anything, else, don’t rush this part or be lazy and definitely don’t overthink the process too much.
If you’ve run ads on Facebook, you can see some differences already, right?
Step 21: Review & Launch
Take your time to make sure that your objective, audience, location, ad format, budget and schedule are how you want them.
If you haven’t noticed yet, you haven’t added your payment method. By now, Facebook would have already prompted you to enter your payment details. Make sure to add your payment method or you obviously won't be able to run ads here.
Step 22: Enter Payment Information
Click on 'Add Credit Card' and do so.
Congratulations! You’ve set up your first LinkedIn campaign and added your payment information.
Now what you need to do is install your Insight Tag so that you can learn about your website visitors.
To set up a message ad, follow the steps you just went through for the Single Image ad format except choose 'Message ad' as your format.
I like the idea of these ads because your prospects will be able to see this ad in every section they visit in their LinkedIn profile.
They’ll see you once they login on their desktop, on their phone as well as in their email.
They won’t be able to miss your message ad.
The best part is that your message ad will remain in their inbox as long as they keep their LinkedIn profile active.
No other ad platform or format can do that.
After you do click on the 'Message Ad' format, continue to set up your campaign settings.
Message Ads Step 1: Create New Ad
Once you’re finished and reviewed that all of your settings are how you want them, it’s time to create your ad.
Message Ads Step 2: Name Ad
Message Ads Step 3: Add Sender
Message Ads Step 4: Enter Ad Details
Once you finish, click Create and continue just as you did with the ‘Single Image’ ad.
It’s up to you if you decide to track conversions when running these message ads.
I personally don’t track conversions for this type of campaign because the ads stay in their inbox. In effect, the possibility of them seeing this message ad multiple times is high, which is great.