Below is a curated list of helpful links from many sources to help you get started marketing on LinkedIn. LinkedIn also has a great amount of resources available that you can access for free. LinkedIn is great for networking, lead generation, hiring talent, and growing your influence.
View this guide on LinkedIn Here.
LinkedIn’s self-service solutions lets you launch a targeted campaign in minutes. You can set your own budget, choose clicks or impressions, and stop your ads at any time using Campaign Manager, LinkedIn’s all-in-one advertising platform. Ad formats supported in Campaign Manager are Sponsored Content, Sponsored InMail and Text Ads.
Dynamic Ads are also available through account-managed advertising, which allows you to partner with a dedicated LinkedIn team to create exclusively placed, highly visible ads for premium audiences.
Campaign Manager is where you will manage and optimize your advertising on LinkedIn. It includes several features designed to help you meet your advertising goals:
Now that you are logged in to Campaign Manager, it’s time to create and manage your ad campaigns. You can use Sponsored Content, Sponsored InMail, Text Ads, or a mix of all three. Before we get into actions, here’s a quick breakdown of each option:
Sponsored Content is native advertising that appears directly in the LinkedIn feeds of professionals you want to reach. Using Sponsored Content, you can:
Sponsored InMail is a unique ad format that lets you deliver personalized, relevant content through LinkedIn Messenger. Using Sponsored InMail, you can:
Text Ads are simple but compelling pay-per-click (PPC) or cost-per-impression (CPM) ads. Using Text Ads, you can:
In Campaign Manager, select the account you’d like to use, then click the Create Campaign button.
Then choose from Text Ads or Sponsored Content.
If you want to edit an existing update to customize it for a target audience, choose to create new Sponsored Content. It’s a good idea to create multiple variations of Sponsored Content so that you can see which messages get the best results. You can use a variety of messages, links, photos, and images to see what works best.
To add rich media, click the paperclip icon in the upper right corner of the text box.
Once you’ve created your ad, you can view a preview before saving. If everything looks good, select the content you want to promote within your campaign and click the Sponsor selected button.
Once you’ve selected Sponsored InMail, enter a campaign name and choose a language for your ads. You will have several options:
When crafting your Sponsored InMail message content consider the messaging context of the LinkedIn Platform.
Keep your subject lines concise, relevant and conversational. Short and impactful subject lines with a clear value exchange work best. Consider utilizing some of the following keywords:
Humanize your message with conversational language and aim to keep your copy under 1,000 characters.
Click Next, and add your landing page URL and optional hero banner image.
Once you’ve selected the Text Ads option and named your campaign, you can start creating your ad.
Selecting your audience works the same way regardless of whether you choose Sponsored Content, Sponsored InMail or Text Ads. After you’ve created your ad, you will be taken to the following screen:
As you can see, there is a wide variety of criteria you can use to select your ideal audience. As you select additional criteria, you will see how each additional filtering option affects your estimated target audience size in the right sidebar.
You will notice additional options below the targeting criteria.
Related: LinkedIn Advertising 101: Targeting
Now that you’ve selected your audience, it’s time to set the budget for your campaign. There are three options: cost per click (CPC); cost per impression (CPM); or cost per send (CPS).
Cost per send (CPS) is used when you run Sponsored InMail campaigns. You pay for each InMail that is successfully delivered.
CPC is often used for action-oriented campaigns like lead generation or event registration, whereas the CPM model is typically a better fit when brand awareness is the goal.
Along with choosing between CPC and CPM, you will also enter your suggested bid, daily budget, start date, end date, and total budget. Regardless of the end date you choose, you can cancel your campaign at any time. It’s also important to note that LinkedIn uses an auction system for bidding that rewards engagement, meaning you can win an auction without being the highest bidder.
Related: LinkedIn Advertising 101: Bidding
Congratulations, your LinkedIn advertising campaign is live! Now it’s time to see how your ads are performing. You can access your analytics by visiting Campaign Manager and selecting the campaigns you want to evaluate.
In addition to overall performance, you can also see how your campaigns are performing as it relates to social actions and budget. Social actions are initiated by LinkedIn members who interact with your content – it’s organic, free engagement.
Click through to each campaign to see how each ad within the campaign is performing. Using this data, you can edit your ads, refine your targeting, adjust your budget, and toggle ad variations on and off based on performance.