Creating compelling content on social media is one thing, but creating an entire ad program is a whole different beast! If you want to launch a LinkedIn Ads program, you’ve come to the right place. We’ll dive into how to get started, creating compelling ad content, and refining your program!
How To Set Up LinkedIn Ads
1. Set up LinkedIn Campaign Manager
When launching LinkedIn advertising, the first thing you need to do is set up your LinkedIn Campaign Manager account. You will use your personal LinkedIn login credentials. Once you are logged in, you will select Create Account - this is the stage where you will link your business LinkedIn account to your LinkedIn Campaign Manager account.
You will be asked to add an account name, select the billing currency, and associate the corresponding LinkedIn Page you are advertising for on the welcome screen. Then, click “Create account.”
Once you are in the campaign manager window, you can add a credit card to the account in order to pay for your advertising efforts. You can set up and manage the billing information by navigating to the settings menu in the upper right side of the screen (it will read “X Ad Account” next to a gear icon) and selecting Billing Center. This is where you can view past charges, add or remove credit cards to the account, add coupons or credits, and view receipts.
Once you have this information entered, you are now ready to create your ads!
2. Define your goals
An important step to creating LinkedIn ads for your business is to establish the goals you are hoping to achieve with the ads. Rather than taking a “set it and forget it” approach, defining your goals will help you determine the right approach to creating ads.
Having measurable goals—like SMART goals—in place will help you determine the success of your ads and understand how to move forward with an educated and targeted ads strategy.
Goals to consider for your LinkedIn ads may include:
- Reach a new audience
- Target existing clients and customers with new products
- Promote events and webinars
- Build your team and promote job listings
3. Set Up Your Campaign
There are many considerations to keep in mind when setting up your campaigns. First, you must choose an appropriate objective. Objective options include Brand Awareness, Website Visits, Job Applicants, and more. Selecting the right one will require you to review your goals and determine which objective would best suit your needs.
The next step is to establish your target audience. We will go into more detail on this step in the following sections.
You will then be asked to select your desired ad format. This determines how your ads will appear on LinkedIn. The options range from text ads to carousel ads, video ads, followers ads, job ads, and more. The option you select will be determined by your primary objective and what your ad is offering. Spotlight ads can prove successful for the brand awareness objective, while carousel ads can help drive website conversions.
Next, you will be asked to decide on your budget, schedule, and bid type. To determine the proper information for these options, you must decide how much you would like to spend on the ads and the timeframe of the campaign. Take note that you will have the option to choose a daily budget and overall budget. As LinkedIn ads work on a bid system, there is the chance to spend slightly more than your budget, so keep this in mind when determining your ad spend. The automated bid option is generally recommended.
Next, you can set up conversion tracking if you would like to be able to measure a user’s actions once they have clicked on the ad. This step is optional and it’s important to note that you must install the LinkedIn Insight Tag on your website before being able to utilize conversion tracking.
4. Target your audience
The next important step to developing successful LinkedIn ads is to establish your target audience. Targeting the right audiences is key to ads that will convert and lead to a positive ROI because it distributes your ads to the people who will be most interested in the products or services offered and who are therefore most likely to click on the related ad.
When defining your audience, you must choose specific locations to target and the correct language option. LinkedIn offers robust targeting capabilities you can use to tailor your audience, including company, demographics, education, job experience, and interests. It also offers the opportunity to create Matched Audiences, which allows you to target beyond the information within LinkedIn profiles. For example, you can upload a contact list from your CRM or marketing automation tool, or retarget your website visitors via the embedded Insight Tag.
Be sure your goals and your target audience align. It’s important to think in terms of what you’re trying to achieve as you set your targeting parameters. Take a good look at your goals and choose the targeting options that best suit what you are aiming to accomplish.
Go into the Campaign Manager to implement your audience and choose from the numerous targeting options available. You have the option to save your created audiences so you can use them at a later date without needing to recreate them each time you set up ads.
5. Create compelling ads
In order to develop ads that will convert, you will want to use action-oriented language to guide your audience directly to the actions you would like them to take. You will also want to offer something to your audience, whether it is to download a guide, sign up for a free workshop or webinar, to book a demo, and more. Ads that do not offer some kind of value to the audience will often go unnoticed.
If you are using an ad format that allows for images, you will want to select photos that are relevant to what you are offering and that will be eye-catching and engaging to your target audience. For all ad formats, using compelling language that directly describes your offer will cue users into what they will receive upon clicking on your ad.
6. Monitor your program
Monitoring your program is extremely important, especially if you have a small budget. Due to the bid system that LinkedIn utilizes for their advertising platform, it is possible to exceed your budget quickly. Be sure to check your ad spend and program results daily if you have a small budget. It is possible to adjust your bid amount if you find that your ads are over- or under-spending.
It can take up to three weeks for ads to start performing, so be patient—especially if it’s a new campaign, audience, etc.
7. Audit your ad program
Be sure to review the analytics from your ads program. Ask yourself questions about its performance, such as:
- Which ads have high impressions? High clicks? A good CTR? Low CPC?
- Is there a common thread between high performing ads?
- Is one audience performing over another?
- What is happening on your landing pages? Are you getting conversions?
Once you have this information, you can use it to adjust your ads accordingly to improve its performance.
8. Continuously tweak your ads
There is no rule that says your ads must be static. Add new ads or remove those that are low performing, add in new offerings as they come up, promote webinars, try different formats, and switch up the language in order to figure out what works best for your target audience and helps you reach your advertising goals.
LinkedIn Ads can be tricky, there’s no doubt about it. But there’s no better time than the present to get started! LinkedIn reaches a wide professional audience, making it perfect to advertise your B2B services or products, and even some B2C companies have a great opportunity! If you’re unsure about getting started, work with a trusted marketing partner to launch your LinkedIn Ads program.