A Beginner’s Guide to Creating a LinkedIn Ad Campaign
Published: May 23, 2017
Author: Carolanne Hornung
If you’ve never advertised on LinkedIn before but you’re excited to begin to take advantage of all the platform’s capabilities, we at 3Q are here to help! We love testing all the ways that LinkedIn can deliver strong advertising results and we love sharing what we’ve learned. Below is a simple beginner’s guide to creating your first LinkedIn campaign for Sponsored Content and Text Ads. Ready to dive in further? Contact our experts to learn how we can accelerate your social advertising.
Starting out in Campaign Manager
Once you’ve logged into your LinkedIn account, navigate to the Campaign Manager through Advertise (top right of the navigation bar)>Manage Ads and choose “Create Campaign” in the upper right-hand corner. You’ll be prompted to choose your campaign type. There are currently three campaign type options:
- Sponsored Content: These display on mobile, tablet and desktop in a user’s newsfeed. For a run-down on the different types of Sponsored Content ads, please view our earlier blog post (please note that Lead Gen Ads are not included in this run-down as they were just recently released).
- Text Ads: These can include a small image and appear on the top and in the right-hand rail of LinkedIn.com pages.
- Sponsored InMail: This is a branded message with a call-to-action button delivered to the inbox of your target audience. This ad type is not covered in this guide.
Regardless of the campaign type you choose, you will be prompted to decide a campaign name and a language for the ad. For Text Ads you are given the option to choose if you want to set a conversion (to track activity after a user clicks on the ad). For Sponsored Content ads you’ll be asked where to send users after they click on your ad: to a landing page or to a lead gen form. If you choose to send users to a landing page you have the option to set a conversion, just as with the Text Ads.
Sponsored Content Ads
If you’ve chosen to create a Sponsored Content ad you’ll be directed to a page where you can choose existing content on your company profile to use for your ad, or you can create new sponsored content.
If you choose to create new content you’ll be shown a drop-down. If you insert a link in the text box, the image, headline, and description will auto-populate with information pulled from the content page. These sections are all editable. To pull in a full-size image you can click on the small image icon in the top-right corner of the text box.
If you choose to use an existing piece of content, you’ll be automatically taken to the step where you will choose your audience.
With Text Ads, you’ll be directed to a page where you can build your ad: Creating your headline, a small square image, copy, layout of the ad, and where you would like to direct users after they click.
FOR BOTH AD TYPES, YOU CANNOT EDIT AN AD AFTER YOU HAVE SAVED IT. IF YOU MAKE A MISTAKE OR CHOOSE TO MAKE CHANGES, YOU WILL HAVE TO CREATE A NEW AD.
Choosing Your Audience
After you’ve set up the components of your ads you will be asked to choose your audience.
You are given various targeting options such as industry, job title, skills, etc. (Age criteria is an option, but it is not supplied by the user – this information is estimated by LinkedIn). Your audience can be edited after moving to the next page and/or after beginning the campaign. You may want to test different audience characteristics to optimize the effectiveness of your campaign.
Setting Your Bid
Finally, LinkedIn will ask you to set your bit type, daily budget, and schedule. We recommend that you start your bid with the recommended bid that LinkedIn will automatically supply. You should also set a total budget in addition to your daily budget.
After you’ve completed all of these steps, you can save your campaign as a draft or launch it. Congratulations, you are now the proud owner of a brand new LinkedIn ad campaign!
Have questions? Let us know in the comments!