LinkedIn Ads – A Starter Guide – Part 1

Thinking of using LinkedIn Ads to market your services to a very specific audience? Read on…

LinkedIn Ads is a great platform to implement very targeted advertising at a reasonable cost. Avoid common pitfalls and implement our tips and suggestions for a profitable campaign.

In this week’s post, we will cover the basics of LinkedIn Ads and cover the ad creation process in detail.

You have a solid AdWords program going, Bing advertisements are starting to really gather some steam, and Facebook ads has given you a number of solid leads – this is all positive news. Could it be time for you to consider LinkedIn Ads? You may feel skeptical at first, but for many businesses, advertising on LinkedIn is a great choice.

Why do people overlook LinkedIn?

If you are reading this, chances are that you have not yet ran a campaign on LinkedIn before. The self- service ad platform that LinkedIn offers is often overlooked by media planners and marketing professionals alike. There are a number of reasons for that:

  • The audience of LinkedIn is far smaller than say Facebook, Google, or Twitter
  • LinkedIn has a business focus, meaning people assume it is B2B only
  • LinkedIn is not a true content platform, nor is it a typical social network
  • LinkedIn does not have the integration of professional bid management platforms

How do you get started?

If you want to create your first LinkedIn ad campaign, you need this information:

  • An account with LinkedIn
  • A decent understanding of who you are trying to reach
  • Ad copy

That is it – as you can see, it is going to be relatively straightforward to get started.

Creating your ad

In order to create your ad, you will need to come up with a number of different fields. This walkthrough guide is going to help you get through the entire process and prepare you for what you might need to know:

1. Campaign name

The first thing that you need to do is name your campaign. Anything similar to what you already use on other platforms would work here.

2. Ad language

Pick the language in which you want your ad to be displayed.

3. Media type

Is this going to be a video ad that includes a play button on the image or a basic advertisement that follows the traditional format?

4. Ad destination

Here you can link your ad to an external URL (perhaps link back to your website or a promo page) or a LinkedIn profile page. If you are trying to drive people to your website, it is recommended you tag your URLs here. Otherwise, your analytics platform will be unable to measure the engagement and quality of the traffic.

5. Ad design

This includes the description of the ad and a headline. In this area, LinkedIn is rather limited. The descriptions cannot exceed 75 characters (2 lines) while the headline has a 25-character limit. As you are working on the ad, the right side of the screen will show a thumbnail preview. This helps you easily establish whether your ad is going to be eye-catching and visible.

6. Ad variations

It is possible to create multiple variations of ads with LinkedIn. Each of the different ads requires you to link to a page on LinkedIn or an external URL. There is no cost difference in linking to internal or external pages. Remember that your audience is not actively looking for your service or your products, making this push advertising rather than pull. This means that you have to capture their attention and try to stand out.

Make sure to have a look at our second post discussing targeting, budget and value of LinkedIn Ads as a marketing platform.

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