LinkedIn Ads

Most people are not raving about the power of LinkedIn ads, yet. Are you trying to focus on lead generation? Or are you looking to become a person of interest in your community? Whatever the case, LinkedIn’s suite of marketing solutions can help you achieve both. Bearing the world’s largest audience of active, influential professionals, LinkedIn recently rolled out a new campaign objective ads platform that you may not want to overlook for too long.


Module Outline and Objectives:

  • Understanding the new LinkedIn Campaign Manager

  • Choosing an ad campaign objective and target audience

  • Knowing what ad formats are available and which ones convert at a higher rate

  • How to set up an ad from start to finish

  • How to send your ad to someone based on their job title, company, location and more

Do you really need to figure out another way to send curated content to your target audience? Yes. Although it may seem daunting, LinkedIn gives you a lot more power with your ad campaigns than you may realize.

The redesigned LinkedIn Campaign Manager helps you easily target your audience with ads and content. Overall, the new campaign management tool is much cleaner and more user-friendly than previous versions. With step-by-step guides, LinkedIn has made it simple to start running ads.

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LinkedIn Advertising

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LinkedIn has self-service solutions built in-house to help you launch a successful ad campaign to your targeted audience. You are allowed to choose your own budget, choose your objective and more at any time by using Campaign Manager, the all-in-one advertising platform for LinkedIn.

LinkedIn’s Campaign Manager allows you to run target ads with multiple ads formats now based on your objective.

Getting Started with Campaign Manager

To get started, navigate to Campaign Manager.

You must set up an Advertising Account to run ads on LinkedIn.

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If you don’t have an account, sign into your personal profile, click Work at the top and then select Advertise. Complete the prompts and click Create Account.

All ads on LinkedIn will be managed and optimized with Campaign Manager. There are multiple built-in features that will help you achieve your advertising goals, like:

  • Detailed actions of your Sponsored Content campaigns, including the number of Clicks, Likes, Shares, Comments and Follows you receive.

  • Dynamic visual reports that displays only the data that matches your search and filter settings

  • Detail categories of LinkedIn members who are clicking on your ads

Campaign Objectives

Moving forward, your ad campaign starting point will be your end goal. Are you looking to drive Brand Awareness? Consideration? Conversions?

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To begin your ad campaign, selective an objective and give your campaign a name in the top-left corner.

Campaign Manager now approaches campaigns the same way you do, and the same way other social media ad platforms do, focusing on the objective first.

For example, if you want more people to engage with your content, you would start your campaign setup by selecting the “Engagement” button under Consideration. By choosing this objective, your campaign will be optimized towards audiences likely to increase social engagement on your content and followers to your Company Page.

Note: LinkedIn is still releasing features as part of their new campaign experience, including more objective options.

Under the three themes, Awareness, Consideration, Conversions, the currently available campaign objectives are:

  • Website visits will drive traffic to your website and landing pages.

  • Engagement will increase engagement on your content and boost followers on your LinkedIn Company Page.

  • Video views will increase exposure of your videos to people who are likely to engage with them.

  • Lead generation will show a LinkedIn lead generation form with pre-filled LinkedIn profile data to those LinkedIn users most likely to engage with the form.


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After selecting your campaign objective it’s now time to choose your target audience. By targeting your ad, you are telling LinkedIn who you want to see the ad — the more specific and relevant your objective is to your audience, the better the ad will perform. LinkedIn gives you multiple targeting options, detailed below.

Although you do not have to use all of the options, the more specific, the higher likelihood it’s going to be your intended audience — and, therefore, the more likely you are going to have a better return-on-investment (ROI) for your ad campaign.

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Start out by selecting a Saved Audience, an In Audience or Create a new audience.

You must select at least one Location. Depending on your boundaries, you can select an entire state or country or you can get more specific and target a county or city area.

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You are also given the ability to Exclude locations that you do not conduct business.

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Next, determine the Profile Language of your targeted audience and select your Audience Attributes. This is where you can select people based off their job title, the company they work for, a group they are a member of, member interests, and more. You can also used Matched Audiences to retarget website visitors or reach known contacts in your database.

After selecting your Audience, you can also Exclude people that you don’t want your ads to be shown to. Finally, enabling Audience Expansion allows LinkedIn to automatically reach similar people to your selected audience to use your budget more effectively.

As you move through your audience selection, LinkedIn will display forecasted results on the right hand side of the page.

Selecting an Ad Format

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Now it’s time to choose how your ad will look, the ad format. There are a total of eight ad formats, however, your campaign objective will determine which formats are available.

  1. Text ads show up on the right column or top of the page on LinkedIn and feature text only.

  2. Single image ads feature one image and show up on the newsfeed along organic content.

  3. Carousel ads feature two or more images and show up on the newsfeed along organic content.

  4. Video ads feature one video and show up on the newsfeed along organic content.

  5. Follower ads promote your LinkedIn Company Page and use LinkedIn profile data to personalize each ad. These ads are only visible on the LinkedIn desktop platform.

  6. Spotlight ads promote a special offering and use LinkedIn profile data to personalize each ad. These ads are only visible on the LinkedIn desktop platform.

  7. Job ads promote open jobs and use LinkedIn profile data to personalize each ad. They’re only visible on the LinkedIn desktop platform.

  8. Message ads are delivered to your target audience’s LinkedIn inbox.

As you change the ad format, the forecasted results box will continue to adjust.

Some ad formats require you to have a Company or Showcase Page associated with your account.

Ad Placement

You are now given the option to display your ad across the LinkedIn Audience Network, which gives your campaign more reach across LinkedIn’s third-party sites and apps. This option is not available for every ad format.

Additionally, you can decide if you want to exclude categories, applications, and sites or you can upload your own block list.

Budget & Schedule

Next up you will select your Budget, Schedule and Bid Type.

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When starting out on any new advertising platform or targeting a new audience we recommend testing and measuring the success of your campaign before add a significant budget. You don’t want to spend money on ads that do not resonate with your target audience.


You can decide on a start and end date or choose to run a campaign continuously.

Bid Type

You are given three bid options and the ability to tell LinkedIn how you want to maximize your ad.

The three bid options are:

  1. Automated Bid

    • LinkedIn will use historical campaign data and member information to automatically set your campaign’s bid. LinkedIn recommends using this option to to maximize your campaign and the option you choose (Clicks, Impressions, or Conversions).

  2. Maximum cost-per-click (CPC) bid

    • On this option, you set the bid yourself. LinkedIn will not charge higher than the bid you set. LinkedIn recommends using this option if you want the most control over your CPC.

  3. Maximum cost-per-1,000 impressions (CPM) bid

    • Once again, you set the bid yourself. However, using this option you will be charged a certain amount each time your ad is viewed by every 1,000 people on LinkedIn.

Conversion Tracking

Finally, you are given the option to set up conversion tracking for your LinkedIn campaign. Conversions are valuable actions that you want people to take on your website, (like registering for an event, filling out their information, or downloading content).

If you decide to add conversion tracking, click + Add Conversions. In the new window that pops up, you will name your conversion, choose your settings, and decide how you will track the conversions.

Setting up your Ad

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Once you’ve put your campaign details together you will now be prompted to start building your ads.

Select Create new ad or Browse existing content if you want to use a post already published.

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Next, you will Name your ad, write your Introductory text, input a Destination URL, select an image and preview the different layouts.

Here are the guidelines suggested by LinkedIn when uploading an ad:

  • The ad headline is the main message your audience will see and cannot be more than 25 characters.

  • The ad description is the body of your ad and can be up to 75 characters.

  • The destination URL is where you will lead your audience to once they click your ad.

  • The ad image is the artwork or graphic your audience will see and must be 100x100 pixels and uploaded as a .jpg or .png under 2MB.

After you click Create you will be redirected to Campaign Manager to create more ads or to review and submit the ad you just created.

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