A Guide to LinkedIn Ads: How to Run a Successful Campaign

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Wondering how to

best integrate LinkedIn

, the world’s largest professional network, into your social strategy? LinkedIn advertising could be just the ticket, especially if you are a marketer.

Table of contents

Why use LinkedIn ads?

• Better mobile apps.
• Slicker desktop version.
• Richer content features.
• Better spam management.
• Video.

Types of LinkedIn ads

LinkedIn self-serve ads

Sponsored Content

Why use Sponsored Content?

• Extend the reach of your content.
• Attract more Company Page followers.
• Capture eyeballs and clicks on desktop, tablet, and mobile.
• Integrate LinkedIn’s lead generation
  
  forms
  
  .

Text Ads

Why use Text Ads?

• Fast and easy to get started.
• Set your own budget.
• Choose your audience with laser sharp B2B filters.
• Track conversions.

Sponsored InMail

Why use Sponsored InMail?

• Send personalized invites to webinars and other events.
• Target promotions to the right audience.
• Promote content, such as downloadable ebooks and white papers.

Video ads (coming soon)

LinkedIn Display Ads

Why use Display Ads?

• Reach more professionals, thought leaders, decision-makers, and influencers.
• Create more engaging and eye-catching ads.
• Get ad placement on high-traffic LinkedIn pages.

LinkedIn Dynamic Ads

Why use Dynamic Ads?

• Deliver compelling, personalized messages to increase response.
• Choose from a range of targeting criteria.
• Generate specific actions through customized calls to action.
• Grow your Company Page’s followers.

LinkedIn Marketing Partner ads

Why work with a LinkedIn ad partner?

• Meet specific marketing goals.
• Increase engagement and achieve more with LinkedIn ads.
• Work with experts in LinkedIn advertising.

How to advertise on LinkedIn: a step-by-step guide

How to advertise on LinkedIn with self-serve ads

Step 1: Set up a Campaign Manager account

Step 2: Choose your ad type
Step 3: Create your ad
Step 4: Target your ad
Step 5: Choose your budget and schedule
Step 6: Measure and refine your LinkedIn ads

How to advertise on LinkedIn with other types of ads

Self-serve LinkedIn Ad tips and best practices

Sponsored Content quick tips

• Use an eye-catching image.
• Add URL tracking codes to measure site visits or conversions.
• Keep the accompanying copy to under 150 characters.
• Focus on the audience with the highest engagement rate.
• Read
  
  7 Key Strategies to Write Clickable Content for Every Social Network
  
  for more social content tips.

Text Ad quick tips

• Make use of the image option to attract eyeballs.
• Include a strong, specific call to action.
• Write a compelling headline.
• Talk directly to your audience and use active language.

Sponsored InMail quick tips

• Address the recipient by name.
• Keep it concise (under 1,000 characters).
• Include a clear call to action.
• Write a compelling subject line that shows the value of your offering.

General LinkedIn ad tips and best practices

Write strong, compelling copy

Include relevant images

Target by group

• 
  Job title and function
  
  are key professional attributes of your audience. LinkedIn ads allow you to search and create audiences composed of specific criteria. So if you want to sell specialized medical equipment to radio brain surgeons in Kalamazoo, Michigan, LinkedIn will help you find them.
• 
  Industry and company size
  
  tell you who your next buyer could be. Do you want to sell to a large company or a small business? Are you targeting all the software engineers in Silicon Valley or dairy lobbyists in your home state? Refine your aim with a precise target.
• 
  Seniority
  
  is a great way to target influencers with your LinkedIn ads. LinkedIn pulls data from member profiles even if they don’t have the word “senior” in their title.

  For example, if a person has been with a company for more than two years, that person will be mapped as an individual contributor and will appear as “senior” in the
  
  Campaign Manager tool
  
  . The algorithm is able to determine if a particular member is entry-level or not because it accounts for their entire career path.

Test, test, and test again

Budget and bid wisely

Measure to improve ROI

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