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Introduction
Have you ever wondered how you can increase your organizational growth by just marketing? In today's world, when everything is available online, digital marketing is the go-to for every business.
LinkedIn, as we all know, is one of the best and most popular professional network platforms. LinkedIn ads are a little expensive as compared to Instagram or Facebook ads but still, it is the recommended platform because of its professional reach.
Getting started with LinkedIn
This social media platform has grown so much that there is no need to explain what LinkedIn is. It has over 700 million users. You will be presenting your ad in front of all these people with a few easy steps.
So what’s stopping you from growing your organization using ways of the modern era?
Before we get into any technical steps on how to create an Ad campaign on LinkedIn, you first need to set up your or your organization's LinkedIn page. Without the page, you can not run an Ad campaign on LinkedIn. To run sponsored content ad campaigns on LinkedIn, you need a page with a campaign manager.
Wait, what is a campaign manager?
The advertising platform of LinkedIn is Campaign manager. Once you set up your account, the campaign manager itself guides you to make your Ad campaign on LinkedIn.
Setting up a campaign manager
Click the ‘work’ icon on the top right corner of the application
Click on the ‘advertise’ icon from the dropdown menu.
The campaign manager window opens. You need to fill in the Account name, Associate a LinkedIn page, and currency.
4. Your Campaign manager account is created.
Campaign set up
Create a campaign group.
a. Click on ‘Create’ on the left-hand side. b. Click on ‘campaign’ from the dropdown menu. c. Select the campaign group from the options given. The ‘new campaign group’ is recommended in case it’s your first campaign.
Select the objective
The objective is basically what you want your customer to do after they have seen your Ad through the Ad campaign on LinkedIn.
Build a target audience
With over 700+ million members on LinkedIn, it is essential for you to decide what kind of audience is the best fit for your Ad campaign on LinkedIn.
You can add filters like job title, company name, industry type, or by professional or personal interests to set your targeted audience. Campaign manager’s robust targeting method aims at people that are a fit for your organization using the target audience filters set by you. If this is not your first time using LinkedIn ads then you can also customize targeting by using previous audiences.
Select ad format
Ad formats are required for visual enhancements to display information more prominently.
LinkedIn provides 4 main types of ad formats in an Ad campaign on LinkedIn which are as follows:
Sponsored Ads Single Image, Document, Carousel, and Video Ads
Messaging Ads Ads that show in LinkedIn Messaging
Texts Ads Right rail and Top Banner Ads
Dynamic Ads Follower, Spotlight, and Content Ads
Ad Placements is a feature of an Ad campaign on LinkedIn which lets you decide where you want to place your Ads: In the LinkedIn platform only or with LinkedIn associated the third party as well.
Select Budget and schedule
Decide the budget and schedule that works best for you. Setting the right initial budget helps you automate your marketing strategy. A bidding strategy is also necessary to be set to achieve desired goals. It is the maximum cost you're willing to pay. Manual, Target cost, Max delivery are the three main types of strategy in an Ad campaign on LinkedIn (note: CPC – Cost Per Click, CPM – Cost Per Thousand Impressions, CPV – Cost Per View, CPS – Cost Per Send)
Manual - You decide the bid yourself so you have full control of the max money used for the ads according to your budget. It is charged by CPC, CPM, CPV, and CPS. This way is best if your audience size is small.
Max delivery- This is the most used bidding strategy. It is fully automated to deliver maximum results using money efficiently. The only drawback is that the amount of money spent might exceed your budget as you don’t manage bids at all. It is only charged by CPM.
Target cost- This is a relatively new strategy. It's a blend of manual and max delivery as it is automated to deliver good results but under the cost range that you have set. The only drawback is you have to pay close attention to the campaign as the cost might increase, which will affect your campaign reach. It is charged by CPC, CPM, and CPV.
Add Conversion(optional)
If you add the LinkedIn conversion tag on your website you can keep track of the action a viewer takes after clicking or viewing your Ad.
The final step is to set up your Ads depending on the ad format you selected. This includes uploading creatives, Images, headlines, URLs, and more.
Reviewing your campaign and adding a payment method is the final step before launching your first campaign.
Your Ad campaign will enter a review process thereafter.
Use the Forecasted Results guide to estimate the impact of your campaign. If everything looks right, you’re all set!
Now it’s time for some frequently asked questions.
Frequently Asked Questions
What is a campaign manager?
The advertising platform of LinkedIn is Campaign manager. Once you set up your account, the campaign manager itself guides you to make your Ad campaign on LinkedIn.
Which bidding strategy is the best?
The most used strategy is Maximum Delivery. It is a fully automated bid option where LinkedIn's system sets the bid. It is best if you want to deliver your full budget while getting the most key results possible.
Which kind of ads works best on LinkedIn?
Ads with a single image or document have the highest approach and action.
What is the minimum cost to set up an Ad campaign on LinkedIn?
Businesses pay $5.26 per click and $6.59 per 1000 impressions, as well as $0.80 per send.
Conclusion
In this article, we learned about how to set up an Ad campaign on LinkedIn step by step.
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