7 STEPS TO SETTING UP SUCCESSFUL LINKEDIN AD CAMPAIGNS

WHY ADVERTISE ON LINKEDIN?

• Detailed targeting – can target by job title, seniority, school etc

• B2B audience

• More cost-effective than Google AdWords

• More control over who sees your advert

STEP 1: SET-UP YOUR ACCOUNT You can set-up multiple advertising accounts.

LINKEDIN CHARGES £4 FOR SET-UP.

STEP 2: CREATE CAMPAIGN STRUCTURE • You can create a number of advert sets based on

who you want to target.

• For example, you may have one set that targets by location and another that targets by sector.

• Your first campaign should be used to gather insight on how your audience responds.

EXAMPLE CAMPAIGN STRUCTURE Location

campaign

London

Service 1

Service 2

Manchester

Service 1

Service 2

Birmingham

Service 1

Service 2

STEP 3: WRITE ADVERTS You can have up to 15 ad variations. Each advert needs:

• Title – 25 characters

• Description – 75 characters

• Image – 50 x 50 pixels

• A link – this can be your LinkedIn page or an external link.

Break them down into groups to test different titles, descriptions, images and links.

EXAMPLE AD GROUP STRUCTURE London

Service 1

Group 1 – title 1, 5 descriptions

Group 2 – title 2, 5 descriptions

Group 3 – title 3, 5 descriptions

Service 2

Group 1 – title 1, 5 descriptions

Group 2 – title 2, 5 descriptions

Group 3 – title 3, 5 descriptions

STEP 3: WRITE ADVERTS Keep track of adverts by coding them:

• Each ad group is numbered (1,2,3 etc.) and each ad variation within the group a letter (a,b,c, etc).

• In the first example the ads would be 1a, 1b, 1c, 1d, 1e, 2a, 2b etc.

• Download our ad template to get you started.

STEP 4: CREATE LANDING PAGES YOUR LANDING PAGES MUST CONVERT!

The landing page must meet their expectations you set from the advert.

Use campaign URLs to track effectiveness in Analytics: http://gaconfig.com/google-analytics-url-builder/

STEP 5: SET-UP AND TARGET • Log into your LinkedIn ads manager and click

on Create new campaign.

• Select “Create an ad”. Name your campaign sensibly, e.g. Campaign1: London – Service Name.

• Copy and paste the ads from the spreadsheet – LinkedIn helpfully generates a preview on the right-hand side as you do this.

STEP 6: BUDGET HOW MUCH SHOULD I BID? • Always bid the minimum

• Give the campaign a healthy daily budget

• LinkedIn have a 20% overcharge policy

HOW LONG SHOULD IT RUN FOR? • It will vary but you will usually see drop-off after a week.

STEP 7: MONITOR AND TWEAK • Monitor the ads through the ad

manager and your analytics.

• Turn off ads that are not generating clicks.

• Look at what happens when they come onto the site – are they converting? Are they completing goals?

REMEMBER! • Your first campaign is about collecting insight.

• Always create unique landing pages.

• Use a URL builder to track ads.

• LinkedIn take up to 24 hours to approve ads.

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