How to Run My First LinkedIn Ad Campaign
Anyone with strong business and career goals will know how powerful a platform LinkedIn can be. Having your brand setup up connections on LinkedIn can help you network and build a reputation with leaders of the industry right from your home. This also gives you an added advantage of attracting leads and prospects from all over the world. This literally makes LinkedIn the world’s largest business stage! Although having a well-built profile with big connections speak for itself, it can be hard for startups to gain traction like the big guys. This is why running ads is one of the best ways to get you the attention you deserve.
With an audience of 590 million, your brand should definitely start including LinkedIn Marketing in your schedule.
Let’s jump right into it and learn the ropes to run your very first LinkedIn Ad campaign now.
Step 1: The LinkedIn Marketing Solutions
Okay, now the first thing you have to do is to get onto the LinkedIn Business platform. There you can find the page for LinkedIn Marketing Solutions. I have included the link below to make things easier for you:
Now that you are in the right place let’s create your first ad:
- Click on the Create Ad button that you see on the main page banner.
- Link up your Company Page to your account and enter the details.
- Once you have set it up, you will be introduced to the Campaign Manager screen for the first time. This is your hub for all your advertising needs on this platform. You can manage and optimize all your ads from here.
Now that we have come here, it is time you learned about the three types of Ads you can run on LinkedIn.
Sponsored Content is native advertising that appears directly in the LinkedIn feeds of professionals you want to reach. Using Sponsored Content, you can:
- Get your message out on every device: desktop, tablet, and mobile
- Use rich media to stand out in the feed
- Easily test your messaging and optimize campaigns in real time
Sponsored InMail is a unique ad format that lets you deliver personalized, relevant content through LinkedIn Messenger. Using Sponsored InMail, you can:
- Drive conversions with personalized messages
- Reach targeted audiences on desktop and mobile
- A/B test messaging to resonate with your target audience
Text Ads are simple but compelling pay-per-click (PPC) or cost-per-impression (CPM) ads. Using Text Ads, you can:
- 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.
Creating your First Text Ad
With this knowledge now we can proceed to run our first Text Ad. Remember the Create a Campaign button from the Campaign Manager?
- You can start by clicking on the Create a Campaign Button.
- A pop up will show up. Select Text Ad from the options.
- Name your ad campaign now and crackle those fingers, because right now, you are going to create the ad.Have a clear idea of the goals for your ad. Decide where members should go when they click your ad. Whether it’s your page on LinkedIn or a landing page on your website. If it’s a landing page, Next, add your image, a headline (up to 25 characters), and a description (up to 75 characters). As you create your ad. You will be able to see a live preview on the right side of the page.
Targeting Your Ad
It doesn’t matter what kind of Ad you want to run, they can all be targeted in the same ways. We had just created a text ad on the LinkedIn Campaign Manager. Let us know figure out the best way to target it. First things first, learn your audience. Know the demographics and what appeals to them most. Set your ad to efficiently leverage this. Also, know that some niche ads will not get as much as views as one with global appeal, but the click-through and conversion rates will definitely be higher.
- With that said, this is how it looks while targetting an ad.
- Get the general details right and now for the actual interesting details. Notice the little +Add new targeting criteria button? Click on it to open the following pop up.
- With all these options available for you, it is time you put all your research into fruition by deep targeting exactly who you want to attract through your ads.
Budgeting and Launch
We have created our ad from scratch and configured the exact audience who are going to reach it. What’s next on the drawing board? The Budget! Here you have three ways to budget your LinkedIn Ads
Cost Per Click(CPC)
Choose CPC if you want to generate leads and get people to convert on your brand services.
Cost Per Impression (CPM)
CPM works best for ads where you want to get the message out there. Ergo Brand Relevance.
Cost Per Send (CPS)
Cost Per Send is used when you run Sponsored InMail campaigns. You pay for each InMail that is successfully delivered.
- Because we have selected a Text Ad, you don’t get the CPS option. Right here I am choosing to go with the CPC option. Once I have set the Bid, Budget and Date of Launch, I am all set.
Go ahead and smash that Launch Campaign to go live!
Hooray! Your first Ad on LinkedIn is live. Now before you go breaking out the wine glasses, you should also know that LinkedIn Marketing Solutions provides a bunch of tools to check out the performance of your ad and then tweak it on the fly to get better.
- Click through to each campaign to see how each ad within the campaign is performing. Using this data, you can edit your ads, refine your targeting, adjust your budget, and toggle ad variations on and off based on performance.
This blog is just an introduction to creating simple ads on LinkedIn. Don’t be afraid to experiment with all the cool options available to you. You will learn a lot of stuff on the fly get better. On the other hand, if you are a kind of entrepreneur who needs more time to build upon the brand and prioritize/focus on the brand identity, a better idea would be to get the help of a digital marketing company like Adhuntt Media. We can help you organize, schedule and make the most of your ads so that you can focus on what’s important – your brand. Give us a try if you liked reading the blog. Check out my other blogs to be updated on the latest happening in the digital realm and stay ahead of the curve.