The value of LinkedIn advertising for B2B

How to get started with LinkedIn advertising

How to build a compelling ad mix

Inspiration for your experiments

Bonus LinkedIn best practices (handout)

The worldrsquos professionals come to LinkedIn for

Industry news

Expert advice

Career training

Peer insights and recommendations

Content published by LinkedIn

Source LinkedIn

The user is looking for information

The user wants to complete a certain

action

The user wants to buy something

The user is looking for a certain place

Driving the right audiences to take action helping you

generate quality leads and new business

Positioning your brand as a thought leader and engaging audiences more deeply with content as theyrsquore forming perceptions and decisions

Creating awareness for your brand and products early in the

purchase process

Target our ideal customer based on traits like Job title Company name Industry Groups Professional interests

Reach people you already know with Website retargeting Contact targeting Account targeting

Monthly Company Page ViewsAugust 2018 rarr 1699July 2019 rarr 4713

rarr

bull Ad Types Text Ads amp Video Adbull Drive traffic to our page on LinkedInbull Drive traffic to our web page andor specific web pages

rarr rarr

rarr

bull Ad Types Carousel Ads Video Ads (+ Lead Gen Forms)bull Trigger a first download rarr Generate Leads

rarr

bull Ad Types InMails (+ Lead Gen Forms)bull Send personalized invites to webinars and other eventsbull Target promotions to the right audiencebull Promote content such as downloadable eBooks and white papers

rarr

bull Ad Types Text Ads amp Sponsored Adsbull Retarget website visitorsbull Trigger Consultancy Call andor Demo

Landing Page Lead Gen Form

Stock image without facts Designed mage with facts

non-business related business related

Hi [NAME]

Thanks for downloading our Marketing Guide

I thought you may also be interested in our new Digital Transformation Report 2019

We surveyed over 550 businesses about their main objectives for e-commerce Based on these findings we assessed their current digital strategy and defined where each company is up to within the 3 stages of e-commerce maturity

Want to know which stage your company is in Download the report to find out

Kind regards

Sender

The worldrsquos professionals come to LinkedIn for

Industry news

Expert advice

Career training

Peer insights and recommendations

Content published by LinkedIn

Source LinkedIn

The user is looking for information

The user wants to complete a certain

action

The user wants to buy something

The user is looking for a certain place

Driving the right audiences to take action helping you

generate quality leads and new business

Positioning your brand as a thought leader and engaging audiences more deeply with content as theyrsquore forming perceptions and decisions

Creating awareness for your brand and products early in the

purchase process

Target our ideal customer based on traits like Job title Company name Industry Groups Professional interests

Reach people you already know with Website retargeting Contact targeting Account targeting

Monthly Company Page ViewsAugust 2018 rarr 1699July 2019 rarr 4713

rarr

bull Ad Types Text Ads amp Video Adbull Drive traffic to our page on LinkedInbull Drive traffic to our web page andor specific web pages

rarr rarr

rarr

bull Ad Types Carousel Ads Video Ads (+ Lead Gen Forms)bull Trigger a first download rarr Generate Leads

rarr

bull Ad Types InMails (+ Lead Gen Forms)bull Send personalized invites to webinars and other eventsbull Target promotions to the right audiencebull Promote content such as downloadable eBooks and white papers

rarr

bull Ad Types Text Ads amp Sponsored Adsbull Retarget website visitorsbull Trigger Consultancy Call andor Demo

Landing Page Lead Gen Form

Stock image without facts Designed mage with facts

non-business related business related

Hi [NAME]

Thanks for downloading our Marketing Guide

I thought you may also be interested in our new Digital Transformation Report 2019

We surveyed over 550 businesses about their main objectives for e-commerce Based on these findings we assessed their current digital strategy and defined where each company is up to within the 3 stages of e-commerce maturity

Want to know which stage your company is in Download the report to find out

Kind regards

Sender

Source LinkedIn

The user is looking for information

The user wants to complete a certain

action

The user wants to buy something

The user is looking for a certain place

Driving the right audiences to take action helping you

generate quality leads and new business

Positioning your brand as a thought leader and engaging audiences more deeply with content as theyrsquore forming perceptions and decisions

Creating awareness for your brand and products early in the

purchase process

Target our ideal customer based on traits like Job title Company name Industry Groups Professional interests

Reach people you already know with Website retargeting Contact targeting Account targeting

Monthly Company Page ViewsAugust 2018 rarr 1699July 2019 rarr 4713

rarr

bull Ad Types Text Ads amp Video Adbull Drive traffic to our page on LinkedInbull Drive traffic to our web page andor specific web pages

rarr rarr

rarr

bull Ad Types Carousel Ads Video Ads (+ Lead Gen Forms)bull Trigger a first download rarr Generate Leads

rarr

bull Ad Types InMails (+ Lead Gen Forms)bull Send personalized invites to webinars and other eventsbull Target promotions to the right audiencebull Promote content such as downloadable eBooks and white papers

rarr

bull Ad Types Text Ads amp Sponsored Adsbull Retarget website visitorsbull Trigger Consultancy Call andor Demo

Landing Page Lead Gen Form

Stock image without facts Designed mage with facts

non-business related business related

Hi [NAME]

Thanks for downloading our Marketing Guide

I thought you may also be interested in our new Digital Transformation Report 2019

We surveyed over 550 businesses about their main objectives for e-commerce Based on these findings we assessed their current digital strategy and defined where each company is up to within the 3 stages of e-commerce maturity

Want to know which stage your company is in Download the report to find out

Kind regards

Sender

The user is looking for information

The user wants to complete a certain

action

The user wants to buy something

The user is looking for a certain place

Driving the right audiences to take action helping you

generate quality leads and new business

Positioning your brand as a thought leader and engaging audiences more deeply with content as theyrsquore forming perceptions and decisions

Creating awareness for your brand and products early in the

purchase process

Target our ideal customer based on traits like Job title Company name Industry Groups Professional interests

Reach people you already know with Website retargeting Contact targeting Account targeting

Monthly Company Page ViewsAugust 2018 rarr 1699July 2019 rarr 4713

rarr

bull Ad Types Text Ads amp Video Adbull Drive traffic to our page on LinkedInbull Drive traffic to our web page andor specific web pages

rarr rarr

rarr

bull Ad Types Carousel Ads Video Ads (+ Lead Gen Forms)bull Trigger a first download rarr Generate Leads

rarr

bull Ad Types InMails (+ Lead Gen Forms)bull Send personalized invites to webinars and other eventsbull Target promotions to the right audiencebull Promote content such as downloadable eBooks and white papers

rarr

bull Ad Types Text Ads amp Sponsored Adsbull Retarget website visitorsbull Trigger Consultancy Call andor Demo

Landing Page Lead Gen Form

Stock image without facts Designed mage with facts

non-business related business related

Hi [NAME]

Thanks for downloading our Marketing Guide

I thought you may also be interested in our new Digital Transformation Report 2019

We surveyed over 550 businesses about their main objectives for e-commerce Based on these findings we assessed their current digital strategy and defined where each company is up to within the 3 stages of e-commerce maturity

Want to know which stage your company is in Download the report to find out

Kind regards

Sender

Driving the right audiences to take action helping you

generate quality leads and new business

Positioning your brand as a thought leader and engaging audiences more deeply with content as theyrsquore forming perceptions and decisions

Creating awareness for your brand and products early in the

purchase process

Target our ideal customer based on traits like Job title Company name Industry Groups Professional interests

Reach people you already know with Website retargeting Contact targeting Account targeting

Monthly Company Page ViewsAugust 2018 rarr 1699July 2019 rarr 4713

rarr

bull Ad Types Text Ads amp Video Adbull Drive traffic to our page on LinkedInbull Drive traffic to our web page andor specific web pages

rarr rarr

rarr

bull Ad Types Carousel Ads Video Ads (+ Lead Gen Forms)bull Trigger a first download rarr Generate Leads

rarr

bull Ad Types InMails (+ Lead Gen Forms)bull Send personalized invites to webinars and other eventsbull Target promotions to the right audiencebull Promote content such as downloadable eBooks and white papers

rarr

bull Ad Types Text Ads amp Sponsored Adsbull Retarget website visitorsbull Trigger Consultancy Call andor Demo

Landing Page Lead Gen Form

Stock image without facts Designed mage with facts

non-business related business related

Hi [NAME]

Thanks for downloading our Marketing Guide

I thought you may also be interested in our new Digital Transformation Report 2019

We surveyed over 550 businesses about their main objectives for e-commerce Based on these findings we assessed their current digital strategy and defined where each company is up to within the 3 stages of e-commerce maturity

Want to know which stage your company is in Download the report to find out

Kind regards

Sender

Target our ideal customer based on traits like Job title Company name Industry Groups Professional interests

Reach people you already know with Website retargeting Contact targeting Account targeting

Monthly Company Page ViewsAugust 2018 rarr 1699July 2019 rarr 4713

rarr

bull Ad Types Text Ads amp Video Adbull Drive traffic to our page on LinkedInbull Drive traffic to our web page andor specific web pages

rarr rarr

rarr

bull Ad Types Carousel Ads Video Ads (+ Lead Gen Forms)bull Trigger a first download rarr Generate Leads

rarr

bull Ad Types InMails (+ Lead Gen Forms)bull Send personalized invites to webinars and other eventsbull Target promotions to the right audiencebull Promote content such as downloadable eBooks and white papers

rarr

bull Ad Types Text Ads amp Sponsored Adsbull Retarget website visitorsbull Trigger Consultancy Call andor Demo

Landing Page Lead Gen Form

Stock image without facts Designed mage with facts

non-business related business related

Hi [NAME]

Thanks for downloading our Marketing Guide

I thought you may also be interested in our new Digital Transformation Report 2019

We surveyed over 550 businesses about their main objectives for e-commerce Based on these findings we assessed their current digital strategy and defined where each company is up to within the 3 stages of e-commerce maturity

Want to know which stage your company is in Download the report to find out

Kind regards

Sender

Monthly Company Page ViewsAugust 2018 rarr 1699July 2019 rarr 4713

rarr

bull Ad Types Text Ads amp Video Adbull Drive traffic to our page on LinkedInbull Drive traffic to our web page andor specific web pages

rarr rarr

rarr

bull Ad Types Carousel Ads Video Ads (+ Lead Gen Forms)bull Trigger a first download rarr Generate Leads

rarr

bull Ad Types InMails (+ Lead Gen Forms)bull Send personalized invites to webinars and other eventsbull Target promotions to the right audiencebull Promote content such as downloadable eBooks and white papers

rarr

bull Ad Types Text Ads amp Sponsored Adsbull Retarget website visitorsbull Trigger Consultancy Call andor Demo

Landing Page Lead Gen Form

Stock image without facts Designed mage with facts

non-business related business related

Hi [NAME]

Thanks for downloading our Marketing Guide

I thought you may also be interested in our new Digital Transformation Report 2019

We surveyed over 550 businesses about their main objectives for e-commerce Based on these findings we assessed their current digital strategy and defined where each company is up to within the 3 stages of e-commerce maturity

Want to know which stage your company is in Download the report to find out

Kind regards

Sender

rarr

bull Ad Types Text Ads amp Video Adbull Drive traffic to our page on LinkedInbull Drive traffic to our web page andor specific web pages

rarr rarr

rarr

bull Ad Types Carousel Ads Video Ads (+ Lead Gen Forms)bull Trigger a first download rarr Generate Leads

rarr

bull Ad Types InMails (+ Lead Gen Forms)bull Send personalized invites to webinars and other eventsbull Target promotions to the right audiencebull Promote content such as downloadable eBooks and white papers

rarr

bull Ad Types Text Ads amp Sponsored Adsbull Retarget website visitorsbull Trigger Consultancy Call andor Demo

Landing Page Lead Gen Form

Stock image without facts Designed mage with facts

non-business related business related

Hi [NAME]

Thanks for downloading our Marketing Guide

I thought you may also be interested in our new Digital Transformation Report 2019

We surveyed over 550 businesses about their main objectives for e-commerce Based on these findings we assessed their current digital strategy and defined where each company is up to within the 3 stages of e-commerce maturity

Want to know which stage your company is in Download the report to find out

Kind regards

Sender

rarr

bull Ad Types Carousel Ads Video Ads (+ Lead Gen Forms)bull Trigger a first download rarr Generate Leads

rarr

bull Ad Types InMails (+ Lead Gen Forms)bull Send personalized invites to webinars and other eventsbull Target promotions to the right audiencebull Promote content such as downloadable eBooks and white papers

rarr

bull Ad Types Text Ads amp Sponsored Adsbull Retarget website visitorsbull Trigger Consultancy Call andor Demo

Landing Page Lead Gen Form

Stock image without facts Designed mage with facts

non-business related business related

Hi [NAME]

Thanks for downloading our Marketing Guide

I thought you may also be interested in our new Digital Transformation Report 2019

We surveyed over 550 businesses about their main objectives for e-commerce Based on these findings we assessed their current digital strategy and defined where each company is up to within the 3 stages of e-commerce maturity

Want to know which stage your company is in Download the report to find out

Kind regards

Sender

rarr

bull Ad Types InMails (+ Lead Gen Forms)bull Send personalized invites to webinars and other eventsbull Target promotions to the right audiencebull Promote content such as downloadable eBooks and white papers

rarr

bull Ad Types Text Ads amp Sponsored Adsbull Retarget website visitorsbull Trigger Consultancy Call andor Demo

Landing Page Lead Gen Form

Stock image without facts Designed mage with facts

non-business related business related

Hi [NAME]

Thanks for downloading our Marketing Guide

I thought you may also be interested in our new Digital Transformation Report 2019

We surveyed over 550 businesses about their main objectives for e-commerce Based on these findings we assessed their current digital strategy and defined where each company is up to within the 3 stages of e-commerce maturity

Want to know which stage your company is in Download the report to find out

Kind regards

Sender

rarr

bull Ad Types Text Ads amp Sponsored Adsbull Retarget website visitorsbull Trigger Consultancy Call andor Demo

Landing Page Lead Gen Form

Stock image without facts Designed mage with facts

non-business related business related

Hi [NAME]

Thanks for downloading our Marketing Guide

I thought you may also be interested in our new Digital Transformation Report 2019

We surveyed over 550 businesses about their main objectives for e-commerce Based on these findings we assessed their current digital strategy and defined where each company is up to within the 3 stages of e-commerce maturity

Want to know which stage your company is in Download the report to find out

Kind regards

Sender

Landing Page Lead Gen Form

Stock image without facts Designed mage with facts

non-business related business related

Hi [NAME]

Thanks for downloading our Marketing Guide

I thought you may also be interested in our new Digital Transformation Report 2019

We surveyed over 550 businesses about their main objectives for e-commerce Based on these findings we assessed their current digital strategy and defined where each company is up to within the 3 stages of e-commerce maturity

Want to know which stage your company is in Download the report to find out

Kind regards

Sender

Stock image without facts Designed mage with facts

non-business related business related

Hi [NAME]

Thanks for downloading our Marketing Guide

I thought you may also be interested in our new Digital Transformation Report 2019

We surveyed over 550 businesses about their main objectives for e-commerce Based on these findings we assessed their current digital strategy and defined where each company is up to within the 3 stages of e-commerce maturity

Want to know which stage your company is in Download the report to find out

Kind regards

Sender

non-business related business related

Hi [NAME]

Thanks for downloading our Marketing Guide

I thought you may also be interested in our new Digital Transformation Report 2019

We surveyed over 550 businesses about their main objectives for e-commerce Based on these findings we assessed their current digital strategy and defined where each company is up to within the 3 stages of e-commerce maturity

Want to know which stage your company is in Download the report to find out

Kind regards

Sender

Hi [NAME]

Thanks for downloading our Marketing Guide

I thought you may also be interested in our new Digital Transformation Report 2019

We surveyed over 550 businesses about their main objectives for e-commerce Based on these findings we assessed their current digital strategy and defined where each company is up to within the 3 stages of e-commerce maturity

Want to know which stage your company is in Download the report to find out

Kind regards

Sender

Carousel Ad Carousel Ad amp Text Ad

The right message

Offer different content types for each stage of the buyer funnel to the

same audience

The right person

AB Test audiences and identify 2 to 3 audiences to who you want to

keep your messaging always on

The right time

Offer different ad types (Text Ads InMails Sponsored Ads) to serve

your prospects at the right time no matter if they are online via mobile

or desktop

1 Activate Bluetooth2 Open your LinkedIn App3 Tap My Network4 Tap Find Nearby5 Send us an invite

Step 1 What is my goal

Step 2 Carefully Select Your Social Platforms

Step 3 Build your Social Audience (Targeting)

Step 4 Seamlessly Blend in With Organic Content

Step 5 Have a Specific Funnel for Users Arriving From Ads

Step 6 Optimize Your Social Bidding Strategy

Step 7 Continually Refresh amp Test Everything

Step 8 Learn Your Own Best Practices

Different targeting approaches

Targeting Approach Goal

Targeting based on demographics amp locations Acquire new contacts

Targeting based on psychographics (Interests) Acquire new contacts

Targeting existing contact (Account) Acquire new contacts in same account

Targeting existing contact (E-Mail) Activate existing contact

Retargeting Activate based on past behavior (website visit etc)

Lookalike Audiences New contacts with similar characteristics

bull Higher success rates for content that seemingly looks like

organic posts and not like advertisements

bull Important to experiment with various Ad Formats

bull Catch the attention of your audience through high quality

pictures andor engaging Ad Formats

Develop a marketing funnel from creating awareness to driving a conversion

1 Awareness Your first goal is to attract various users whether they donrsquot know

your brand or those who are highly interested rarr Explain the WHY

2 Consideration This phase helps provide more relevancy to the individual userrsquos

behaviours Are they a former customer A potential sale New to your brand

completely rarr Explain the HOW

3 Conversion The most cautious step is conversion because you only want to

provide ads that give one last push rarr Explain the WHAT

To effectively move users this way through your funnel you have to create the right

steps in each area of your social ads Additionally your potential customers should

arrive to specific landing pages that speak to them in their area of the funnel

Example LinkedIn

Budgeting and bidding effectively is crucial You can choose to set

your advertising bid on LinkedIn and campaign budget by

1 Cost per click (CPC) rarr If you choose to go the CPC route you

can specify the maximum amount yoursquore willing to pay for each

click This is the best option if your campaign is direct

response

2 Cost per thousand impressions (CPM) rarr If you decide to go

with CPM you pay up to your maximum bid each time your ad

is shown 1000 times on LinkedIn no matter how many clicks

you receive This is the method LinkedIn suggests if your

advertising strategy is creating brand awareness

Determine what you should spend on your average CPC

119888119900119904119905 119901119890119903 119886119888119902119906119894119904119894119905119894119900119899 (119862119875119860) =119905119900119905119886119897 119888119900119904119905119904

119905119900119905119886119897 119888119900119899119907119890119903119904119894119900119899119904

119905119900119905119886119897 119888119900119904119905119904 = 119888119897119894119888119896119904 lowast 119886119907119892 119862119875119862

119905119900119905119886119897 119888119900119899119907119890119903119904119894119900119899119904 = 119888119897119894119888119896119904 lowast 119888119900119899119907119890119903119904119894119900119899 119903119886119905119890

119862119875119860 =119888119897119894119888119896119904 lowast 119886119907119892 119862119875119862

119888119897119894119888119896119904 lowast 119888119900119899119907119890119903119904119894119900119899 119903119886119905119890=

119886119907119892 119862119875119862

119888119900119899119907119890119903119904119894119900119899 119903119886119905119890

119914119927119912 lowast 119940119952119951119959119942119955119956119946119952119951 119955119938119957119942 = 119938119959119944119914119927119914

Calculate ROI

httpswwwhubspotcomads-calculatorads-

budget=2000ampcpc=250ampconversion-rate=300ampaverage-price=2500ampltc=10

The right message

Offer different content types for each stage of the buyer funnel to the

same audience

The right person

AB Test audiences and identify 2 to 3 audiences to who you want to

keep your messaging always on

The right time

Offer different ad types (Text Ads InMails Sponsored Ads) to serve

your prospects at the right time no matter if they are online via mobile

or desktop

1 Activate Bluetooth2 Open your LinkedIn App3 Tap My Network4 Tap Find Nearby5 Send us an invite

Step 1 What is my goal

Step 2 Carefully Select Your Social Platforms

Step 3 Build your Social Audience (Targeting)

Step 4 Seamlessly Blend in With Organic Content

Step 5 Have a Specific Funnel for Users Arriving From Ads

Step 6 Optimize Your Social Bidding Strategy

Step 7 Continually Refresh amp Test Everything

Step 8 Learn Your Own Best Practices

Different targeting approaches

Targeting Approach Goal

Targeting based on demographics amp locations Acquire new contacts

Targeting based on psychographics (Interests) Acquire new contacts

Targeting existing contact (Account) Acquire new contacts in same account

Targeting existing contact (E-Mail) Activate existing contact

Retargeting Activate based on past behavior (website visit etc)

Lookalike Audiences New contacts with similar characteristics

bull Higher success rates for content that seemingly looks like

organic posts and not like advertisements

bull Important to experiment with various Ad Formats

bull Catch the attention of your audience through high quality

pictures andor engaging Ad Formats

Develop a marketing funnel from creating awareness to driving a conversion

1 Awareness Your first goal is to attract various users whether they donrsquot know

your brand or those who are highly interested rarr Explain the WHY

2 Consideration This phase helps provide more relevancy to the individual userrsquos

behaviours Are they a former customer A potential sale New to your brand

completely rarr Explain the HOW

3 Conversion The most cautious step is conversion because you only want to

provide ads that give one last push rarr Explain the WHAT

To effectively move users this way through your funnel you have to create the right

steps in each area of your social ads Additionally your potential customers should

arrive to specific landing pages that speak to them in their area of the funnel

Example LinkedIn

Budgeting and bidding effectively is crucial You can choose to set

your advertising bid on LinkedIn and campaign budget by

1 Cost per click (CPC) rarr If you choose to go the CPC route you

can specify the maximum amount yoursquore willing to pay for each

click This is the best option if your campaign is direct

response

2 Cost per thousand impressions (CPM) rarr If you decide to go

with CPM you pay up to your maximum bid each time your ad

is shown 1000 times on LinkedIn no matter how many clicks

you receive This is the method LinkedIn suggests if your

advertising strategy is creating brand awareness

Determine what you should spend on your average CPC

119888119900119904119905 119901119890119903 119886119888119902119906119894119904119894119905119894119900119899 (119862119875119860) =119905119900119905119886119897 119888119900119904119905119904

119905119900119905119886119897 119888119900119899119907119890119903119904119894119900119899119904

119905119900119905119886119897 119888119900119904119905119904 = 119888119897119894119888119896119904 lowast 119886119907119892 119862119875119862

119905119900119905119886119897 119888119900119899119907119890119903119904119894119900119899119904 = 119888119897119894119888119896119904 lowast 119888119900119899119907119890119903119904119894119900119899 119903119886119905119890

119862119875119860 =119888119897119894119888119896119904 lowast 119886119907119892 119862119875119862

119888119897119894119888119896119904 lowast 119888119900119899119907119890119903119904119894119900119899 119903119886119905119890=

119886119907119892 119862119875119862

119888119900119899119907119890119903119904119894119900119899 119903119886119905119890

119914119927119912 lowast 119940119952119951119959119942119955119956119946119952119951 119955119938119957119942 = 119938119959119944119914119927119914

Calculate ROI

httpswwwhubspotcomads-calculatorads-

budget=2000ampcpc=250ampconversion-rate=300ampaverage-price=2500ampltc=10

1 Activate Bluetooth2 Open your LinkedIn App3 Tap My Network4 Tap Find Nearby5 Send us an invite

Step 1 What is my goal

Step 2 Carefully Select Your Social Platforms

Step 3 Build your Social Audience (Targeting)

Step 4 Seamlessly Blend in With Organic Content

Step 5 Have a Specific Funnel for Users Arriving From Ads

Step 6 Optimize Your Social Bidding Strategy

Step 7 Continually Refresh amp Test Everything

Step 8 Learn Your Own Best Practices

Different targeting approaches

Targeting Approach Goal

Targeting based on demographics amp locations Acquire new contacts

Targeting based on psychographics (Interests) Acquire new contacts

Targeting existing contact (Account) Acquire new contacts in same account

Targeting existing contact (E-Mail) Activate existing contact

Retargeting Activate based on past behavior (website visit etc)

Lookalike Audiences New contacts with similar characteristics

bull Higher success rates for content that seemingly looks like

organic posts and not like advertisements

bull Important to experiment with various Ad Formats

bull Catch the attention of your audience through high quality

pictures andor engaging Ad Formats

Develop a marketing funnel from creating awareness to driving a conversion

1 Awareness Your first goal is to attract various users whether they donrsquot know

your brand or those who are highly interested rarr Explain the WHY

2 Consideration This phase helps provide more relevancy to the individual userrsquos

behaviours Are they a former customer A potential sale New to your brand

completely rarr Explain the HOW

3 Conversion The most cautious step is conversion because you only want to

provide ads that give one last push rarr Explain the WHAT

To effectively move users this way through your funnel you have to create the right

steps in each area of your social ads Additionally your potential customers should

arrive to specific landing pages that speak to them in their area of the funnel

Example LinkedIn

Budgeting and bidding effectively is crucial You can choose to set

your advertising bid on LinkedIn and campaign budget by

1 Cost per click (CPC) rarr If you choose to go the CPC route you

can specify the maximum amount yoursquore willing to pay for each

click This is the best option if your campaign is direct

response

2 Cost per thousand impressions (CPM) rarr If you decide to go

with CPM you pay up to your maximum bid each time your ad

is shown 1000 times on LinkedIn no matter how many clicks

you receive This is the method LinkedIn suggests if your

advertising strategy is creating brand awareness

Determine what you should spend on your average CPC

119888119900119904119905 119901119890119903 119886119888119902119906119894119904119894119905119894119900119899 (119862119875119860) =119905119900119905119886119897 119888119900119904119905119904

119905119900119905119886119897 119888119900119899119907119890119903119904119894119900119899119904

119905119900119905119886119897 119888119900119904119905119904 = 119888119897119894119888119896119904 lowast 119886119907119892 119862119875119862

119905119900119905119886119897 119888119900119899119907119890119903119904119894119900119899119904 = 119888119897119894119888119896119904 lowast 119888119900119899119907119890119903119904119894119900119899 119903119886119905119890

119862119875119860 =119888119897119894119888119896119904 lowast 119886119907119892 119862119875119862

119888119897119894119888119896119904 lowast 119888119900119899119907119890119903119904119894119900119899 119903119886119905119890=

119886119907119892 119862119875119862

119888119900119899119907119890119903119904119894119900119899 119903119886119905119890

119914119927119912 lowast 119940119952119951119959119942119955119956119946119952119951 119955119938119957119942 = 119938119959119944119914119927119914

Calculate ROI

httpswwwhubspotcomads-calculatorads-

budget=2000ampcpc=250ampconversion-rate=300ampaverage-price=2500ampltc=10

Step 1 What is my goal

Step 2 Carefully Select Your Social Platforms

Step 3 Build your Social Audience (Targeting)

Step 4 Seamlessly Blend in With Organic Content

Step 5 Have a Specific Funnel for Users Arriving From Ads

Step 6 Optimize Your Social Bidding Strategy

Step 7 Continually Refresh amp Test Everything

Step 8 Learn Your Own Best Practices

Different targeting approaches

Targeting Approach Goal

Targeting based on demographics amp locations Acquire new contacts

Targeting based on psychographics (Interests) Acquire new contacts

Targeting existing contact (Account) Acquire new contacts in same account

Targeting existing contact (E-Mail) Activate existing contact

Retargeting Activate based on past behavior (website visit etc)

Lookalike Audiences New contacts with similar characteristics

bull Higher success rates for content that seemingly looks like

organic posts and not like advertisements

bull Important to experiment with various Ad Formats

bull Catch the attention of your audience through high quality

pictures andor engaging Ad Formats

Develop a marketing funnel from creating awareness to driving a conversion

1 Awareness Your first goal is to attract various users whether they donrsquot know

your brand or those who are highly interested rarr Explain the WHY

2 Consideration This phase helps provide more relevancy to the individual userrsquos

behaviours Are they a former customer A potential sale New to your brand

completely rarr Explain the HOW

3 Conversion The most cautious step is conversion because you only want to

provide ads that give one last push rarr Explain the WHAT

To effectively move users this way through your funnel you have to create the right

steps in each area of your social ads Additionally your potential customers should

arrive to specific landing pages that speak to them in their area of the funnel

Example LinkedIn

Budgeting and bidding effectively is crucial You can choose to set

your advertising bid on LinkedIn and campaign budget by

1 Cost per click (CPC) rarr If you choose to go the CPC route you

can specify the maximum amount yoursquore willing to pay for each

click This is the best option if your campaign is direct

response

2 Cost per thousand impressions (CPM) rarr If you decide to go

with CPM you pay up to your maximum bid each time your ad

is shown 1000 times on LinkedIn no matter how many clicks

you receive This is the method LinkedIn suggests if your

advertising strategy is creating brand awareness

Determine what you should spend on your average CPC

119888119900119904119905 119901119890119903 119886119888119902119906119894119904119894119905119894119900119899 (119862119875119860) =119905119900119905119886119897 119888119900119904119905119904

119905119900119905119886119897 119888119900119899119907119890119903119904119894119900119899119904

119905119900119905119886119897 119888119900119904119905119904 = 119888119897119894119888119896119904 lowast 119886119907119892 119862119875119862

119905119900119905119886119897 119888119900119899119907119890119903119904119894119900119899119904 = 119888119897119894119888119896119904 lowast 119888119900119899119907119890119903119904119894119900119899 119903119886119905119890

119862119875119860 =119888119897119894119888119896119904 lowast 119886119907119892 119862119875119862

119888119897119894119888119896119904 lowast 119888119900119899119907119890119903119904119894119900119899 119903119886119905119890=

119886119907119892 119862119875119862

119888119900119899119907119890119903119904119894119900119899 119903119886119905119890

119914119927119912 lowast 119940119952119951119959119942119955119956119946119952119951 119955119938119957119942 = 119938119959119944119914119927119914

Calculate ROI

httpswwwhubspotcomads-calculatorads-

budget=2000ampcpc=250ampconversion-rate=300ampaverage-price=2500ampltc=10

Different targeting approaches

Targeting Approach Goal

Targeting based on demographics amp locations Acquire new contacts

Targeting based on psychographics (Interests) Acquire new contacts

Targeting existing contact (Account) Acquire new contacts in same account

Targeting existing contact (E-Mail) Activate existing contact

Retargeting Activate based on past behavior (website visit etc)

Lookalike Audiences New contacts with similar characteristics

bull Higher success rates for content that seemingly looks like

organic posts and not like advertisements

bull Important to experiment with various Ad Formats

bull Catch the attention of your audience through high quality

pictures andor engaging Ad Formats

Develop a marketing funnel from creating awareness to driving a conversion

1 Awareness Your first goal is to attract various users whether they donrsquot know

your brand or those who are highly interested rarr Explain the WHY

2 Consideration This phase helps provide more relevancy to the individual userrsquos

behaviours Are they a former customer A potential sale New to your brand

completely rarr Explain the HOW

3 Conversion The most cautious step is conversion because you only want to

provide ads that give one last push rarr Explain the WHAT

To effectively move users this way through your funnel you have to create the right

steps in each area of your social ads Additionally your potential customers should

arrive to specific landing pages that speak to them in their area of the funnel

Example LinkedIn

Budgeting and bidding effectively is crucial You can choose to set

your advertising bid on LinkedIn and campaign budget by

1 Cost per click (CPC) rarr If you choose to go the CPC route you

can specify the maximum amount yoursquore willing to pay for each

click This is the best option if your campaign is direct

response

2 Cost per thousand impressions (CPM) rarr If you decide to go

with CPM you pay up to your maximum bid each time your ad

is shown 1000 times on LinkedIn no matter how many clicks

you receive This is the method LinkedIn suggests if your

advertising strategy is creating brand awareness

Determine what you should spend on your average CPC

119888119900119904119905 119901119890119903 119886119888119902119906119894119904119894119905119894119900119899 (119862119875119860) =119905119900119905119886119897 119888119900119904119905119904

119905119900119905119886119897 119888119900119899119907119890119903119904119894119900119899119904

119905119900119905119886119897 119888119900119904119905119904 = 119888119897119894119888119896119904 lowast 119886119907119892 119862119875119862

119905119900119905119886119897 119888119900119899119907119890119903119904119894119900119899119904 = 119888119897119894119888119896119904 lowast 119888119900119899119907119890119903119904119894119900119899 119903119886119905119890

119862119875119860 =119888119897119894119888119896119904 lowast 119886119907119892 119862119875119862

119888119897119894119888119896119904 lowast 119888119900119899119907119890119903119904119894119900119899 119903119886119905119890=

119886119907119892 119862119875119862

119888119900119899119907119890119903119904119894119900119899 119903119886119905119890

119914119927119912 lowast 119940119952119951119959119942119955119956119946119952119951 119955119938119957119942 = 119938119959119944119914119927119914

Calculate ROI

httpswwwhubspotcomads-calculatorads-

budget=2000ampcpc=250ampconversion-rate=300ampaverage-price=2500ampltc=10

bull Higher success rates for content that seemingly looks like

organic posts and not like advertisements

bull Important to experiment with various Ad Formats

bull Catch the attention of your audience through high quality

pictures andor engaging Ad Formats

Develop a marketing funnel from creating awareness to driving a conversion

1 Awareness Your first goal is to attract various users whether they donrsquot know

your brand or those who are highly interested rarr Explain the WHY

2 Consideration This phase helps provide more relevancy to the individual userrsquos

behaviours Are they a former customer A potential sale New to your brand

completely rarr Explain the HOW

3 Conversion The most cautious step is conversion because you only want to

provide ads that give one last push rarr Explain the WHAT

To effectively move users this way through your funnel you have to create the right

steps in each area of your social ads Additionally your potential customers should

arrive to specific landing pages that speak to them in their area of the funnel

Example LinkedIn

Budgeting and bidding effectively is crucial You can choose to set

your advertising bid on LinkedIn and campaign budget by

1 Cost per click (CPC) rarr If you choose to go the CPC route you

can specify the maximum amount yoursquore willing to pay for each

click This is the best option if your campaign is direct

response

2 Cost per thousand impressions (CPM) rarr If you decide to go

with CPM you pay up to your maximum bid each time your ad

is shown 1000 times on LinkedIn no matter how many clicks

you receive This is the method LinkedIn suggests if your

advertising strategy is creating brand awareness

Determine what you should spend on your average CPC

119888119900119904119905 119901119890119903 119886119888119902119906119894119904119894119905119894119900119899 (119862119875119860) =119905119900119905119886119897 119888119900119904119905119904

119905119900119905119886119897 119888119900119899119907119890119903119904119894119900119899119904

119905119900119905119886119897 119888119900119904119905119904 = 119888119897119894119888119896119904 lowast 119886119907119892 119862119875119862

119905119900119905119886119897 119888119900119899119907119890119903119904119894119900119899119904 = 119888119897119894119888119896119904 lowast 119888119900119899119907119890119903119904119894119900119899 119903119886119905119890

119862119875119860 =119888119897119894119888119896119904 lowast 119886119907119892 119862119875119862

119888119897119894119888119896119904 lowast 119888119900119899119907119890119903119904119894119900119899 119903119886119905119890=

119886119907119892 119862119875119862

119888119900119899119907119890119903119904119894119900119899 119903119886119905119890

119914119927119912 lowast 119940119952119951119959119942119955119956119946119952119951 119955119938119957119942 = 119938119959119944119914119927119914

Calculate ROI

httpswwwhubspotcomads-calculatorads-

budget=2000ampcpc=250ampconversion-rate=300ampaverage-price=2500ampltc=10

Develop a marketing funnel from creating awareness to driving a conversion

1 Awareness Your first goal is to attract various users whether they donrsquot know

your brand or those who are highly interested rarr Explain the WHY

2 Consideration This phase helps provide more relevancy to the individual userrsquos

behaviours Are they a former customer A potential sale New to your brand

completely rarr Explain the HOW

3 Conversion The most cautious step is conversion because you only want to

provide ads that give one last push rarr Explain the WHAT

To effectively move users this way through your funnel you have to create the right

steps in each area of your social ads Additionally your potential customers should

arrive to specific landing pages that speak to them in their area of the funnel

Example LinkedIn

Budgeting and bidding effectively is crucial You can choose to set

your advertising bid on LinkedIn and campaign budget by

1 Cost per click (CPC) rarr If you choose to go the CPC route you

can specify the maximum amount yoursquore willing to pay for each

click This is the best option if your campaign is direct

response

2 Cost per thousand impressions (CPM) rarr If you decide to go

with CPM you pay up to your maximum bid each time your ad

is shown 1000 times on LinkedIn no matter how many clicks

you receive This is the method LinkedIn suggests if your

advertising strategy is creating brand awareness

Determine what you should spend on your average CPC

119888119900119904119905 119901119890119903 119886119888119902119906119894119904119894119905119894119900119899 (119862119875119860) =119905119900119905119886119897 119888119900119904119905119904

119905119900119905119886119897 119888119900119899119907119890119903119904119894119900119899119904

119905119900119905119886119897 119888119900119904119905119904 = 119888119897119894119888119896119904 lowast 119886119907119892 119862119875119862

119905119900119905119886119897 119888119900119899119907119890119903119904119894119900119899119904 = 119888119897119894119888119896119904 lowast 119888119900119899119907119890119903119904119894119900119899 119903119886119905119890

119862119875119860 =119888119897119894119888119896119904 lowast 119886119907119892 119862119875119862

119888119897119894119888119896119904 lowast 119888119900119899119907119890119903119904119894119900119899 119903119886119905119890=

119886119907119892 119862119875119862

119888119900119899119907119890119903119904119894119900119899 119903119886119905119890

119914119927119912 lowast 119940119952119951119959119942119955119956119946119952119951 119955119938119957119942 = 119938119959119944119914119927119914

Calculate ROI

httpswwwhubspotcomads-calculatorads-

budget=2000ampcpc=250ampconversion-rate=300ampaverage-price=2500ampltc=10

Example LinkedIn

Budgeting and bidding effectively is crucial You can choose to set

your advertising bid on LinkedIn and campaign budget by

1 Cost per click (CPC) rarr If you choose to go the CPC route you

can specify the maximum amount yoursquore willing to pay for each

click This is the best option if your campaign is direct

response

2 Cost per thousand impressions (CPM) rarr If you decide to go

with CPM you pay up to your maximum bid each time your ad

is shown 1000 times on LinkedIn no matter how many clicks

you receive This is the method LinkedIn suggests if your

advertising strategy is creating brand awareness

Determine what you should spend on your average CPC

119888119900119904119905 119901119890119903 119886119888119902119906119894119904119894119905119894119900119899 (119862119875119860) =119905119900119905119886119897 119888119900119904119905119904

119905119900119905119886119897 119888119900119899119907119890119903119904119894119900119899119904

119905119900119905119886119897 119888119900119904119905119904 = 119888119897119894119888119896119904 lowast 119886119907119892 119862119875119862

119905119900119905119886119897 119888119900119899119907119890119903119904119894119900119899119904 = 119888119897119894119888119896119904 lowast 119888119900119899119907119890119903119904119894119900119899 119903119886119905119890

119862119875119860 =119888119897119894119888119896119904 lowast 119886119907119892 119862119875119862

119888119897119894119888119896119904 lowast 119888119900119899119907119890119903119904119894119900119899 119903119886119905119890=

119886119907119892 119862119875119862

119888119900119899119907119890119903119904119894119900119899 119903119886119905119890

119914119927119912 lowast 119940119952119951119959119942119955119956119946119952119951 119955119938119957119942 = 119938119959119944119914119927119914

Calculate ROI

httpswwwhubspotcomads-calculatorads-

budget=2000ampcpc=250ampconversion-rate=300ampaverage-price=2500ampltc=10

Example LinkedIn

1 Front-load investments to increase return rarr Most

expensive bidding occurs end of traditional fiscal quarters

2 Activate campaigns early to build ad relevancy amp

maximize cost efficiency rarr Both bid and relevancy score

influence the auction Build ad relevancy early to leverage

high engagement vs solely aggressive bidding

Test a different version of each ad to see which one brings in the most business Change the image headline text and destination to see

who bites and when

Here are some ways to keep your ads fresh

bull Check Ad Copy Always see what your words phrases and calls to action are doing for your audience

bull Change the creative Do you use photos (free stockphotos) or illustrations for your ad image Have you tested both variations to see

what your audience responds to the most Relevant images are an essential part of social media content marketing

bull Update the landing page Lastly you should check your landing page to ensure your ads are successfully pushed through the funnel

Therersquos always a chance you could bottleneck your funnel with an insufficient landing page from your ads

Campaign Manager is the advertising platform on LinkedIn After you create a

free account the platform will guide you through each step of setting up your

first campaign

An objective is the action you want your audience to take upon seeing your

ad Selecting your objective helps show ad formats features and bid-types that support your objective during campaign creation

Tip Select your objective carefully because you cannot change it afterwards

You can target with professional traitsmdashlike job title company name and

industry typemdashor customize by bringing in your own data using Matched

Audiencesmdashwhich includes retargeting email contact targeting and account-based targeting

Source LinkedIn

After building your audience yoursquoll be asked to choose an ad format for your first campaign Depending upon your objective you can select from the various Sponsored Content formats (single-image carousel or videos ads in the LinkedIn feed) Sponsored InMail (message ads that show up in LinkedIn messages) or Text Ads

Setting the right initial budget will help you automate or control costs and

validate your marketing strategy Learn how to plan your starting budget and

adjust it over time based on campaign performance

Source LinkedIn

As you create Sponsored Content and Text Ads Campaign Manager will generate previews in different sizes and environments so you can see what theyrsquoll look like For Sponsored InMail you can send yourself a test message to preview

Best practices vary depending on the ad format (Sponsored Content Sponsored InMail or Text Ads) so refer to these guidelines and tips to create the most effective ads for your business

View LinkedIn ad specs and guidelines

Get Sponsored Content tipsGet Sponsored InMail tips

Get Text Ads tips

Source LinkedIn

Test a different version of each ad to see which one brings in the most business Change the image headline text and destination to see

who bites and when

Here are some ways to keep your ads fresh

bull Check Ad Copy Always see what your words phrases and calls to action are doing for your audience

bull Change the creative Do you use photos (free stockphotos) or illustrations for your ad image Have you tested both variations to see

what your audience responds to the most Relevant images are an essential part of social media content marketing

bull Update the landing page Lastly you should check your landing page to ensure your ads are successfully pushed through the funnel

Therersquos always a chance you could bottleneck your funnel with an insufficient landing page from your ads

Campaign Manager is the advertising platform on LinkedIn After you create a

free account the platform will guide you through each step of setting up your

first campaign

An objective is the action you want your audience to take upon seeing your

ad Selecting your objective helps show ad formats features and bid-types that support your objective during campaign creation

Tip Select your objective carefully because you cannot change it afterwards

You can target with professional traitsmdashlike job title company name and

industry typemdashor customize by bringing in your own data using Matched

Audiencesmdashwhich includes retargeting email contact targeting and account-based targeting

Source LinkedIn

After building your audience yoursquoll be asked to choose an ad format for your first campaign Depending upon your objective you can select from the various Sponsored Content formats (single-image carousel or videos ads in the LinkedIn feed) Sponsored InMail (message ads that show up in LinkedIn messages) or Text Ads

Setting the right initial budget will help you automate or control costs and

validate your marketing strategy Learn how to plan your starting budget and

adjust it over time based on campaign performance

Source LinkedIn

As you create Sponsored Content and Text Ads Campaign Manager will generate previews in different sizes and environments so you can see what theyrsquoll look like For Sponsored InMail you can send yourself a test message to preview

Best practices vary depending on the ad format (Sponsored Content Sponsored InMail or Text Ads) so refer to these guidelines and tips to create the most effective ads for your business

View LinkedIn ad specs and guidelines

Get Sponsored Content tipsGet Sponsored InMail tips

Get Text Ads tips

Source LinkedIn

Campaign Manager is the advertising platform on LinkedIn After you create a

free account the platform will guide you through each step of setting up your

first campaign

An objective is the action you want your audience to take upon seeing your

ad Selecting your objective helps show ad formats features and bid-types that support your objective during campaign creation

Tip Select your objective carefully because you cannot change it afterwards

You can target with professional traitsmdashlike job title company name and

industry typemdashor customize by bringing in your own data using Matched

Audiencesmdashwhich includes retargeting email contact targeting and account-based targeting

Source LinkedIn

After building your audience yoursquoll be asked to choose an ad format for your first campaign Depending upon your objective you can select from the various Sponsored Content formats (single-image carousel or videos ads in the LinkedIn feed) Sponsored InMail (message ads that show up in LinkedIn messages) or Text Ads

Setting the right initial budget will help you automate or control costs and

validate your marketing strategy Learn how to plan your starting budget and

adjust it over time based on campaign performance

Source LinkedIn

As you create Sponsored Content and Text Ads Campaign Manager will generate previews in different sizes and environments so you can see what theyrsquoll look like For Sponsored InMail you can send yourself a test message to preview

Best practices vary depending on the ad format (Sponsored Content Sponsored InMail or Text Ads) so refer to these guidelines and tips to create the most effective ads for your business

View LinkedIn ad specs and guidelines

Get Sponsored Content tipsGet Sponsored InMail tips

Get Text Ads tips

Source LinkedIn

After building your audience yoursquoll be asked to choose an ad format for your first campaign Depending upon your objective you can select from the various Sponsored Content formats (single-image carousel or videos ads in the LinkedIn feed) Sponsored InMail (message ads that show up in LinkedIn messages) or Text Ads

Setting the right initial budget will help you automate or control costs and

validate your marketing strategy Learn how to plan your starting budget and

adjust it over time based on campaign performance

Source LinkedIn

As you create Sponsored Content and Text Ads Campaign Manager will generate previews in different sizes and environments so you can see what theyrsquoll look like For Sponsored InMail you can send yourself a test message to preview

Best practices vary depending on the ad format (Sponsored Content Sponsored InMail or Text Ads) so refer to these guidelines and tips to create the most effective ads for your business

View LinkedIn ad specs and guidelines

Get Sponsored Content tipsGet Sponsored InMail tips

Get Text Ads tips

Source LinkedIn

As you create Sponsored Content and Text Ads Campaign Manager will generate previews in different sizes and environments so you can see what theyrsquoll look like For Sponsored InMail you can send yourself a test message to preview

Best practices vary depending on the ad format (Sponsored Content Sponsored InMail or Text Ads) so refer to these guidelines and tips to create the most effective ads for your business

View LinkedIn ad specs and guidelines

Get Sponsored Content tipsGet Sponsored InMail tips

Get Text Ads tips

Source LinkedIn

Tip 1 Select the right filters Choose location and 2 other targeting criteria to start Only do a maximum of 3-4 targeting layers at the same time rarr Avoid

hyper-targeting limited scale will hurt your initial campaigns Rule of thumb Keep the target audience over 50000 for Sponsored

Content and Text Ads and over 15000 for Sponsored InMail

Tip 2 Utilize an audience template

Audience templates can help you target key audiences such as certain

Decision Makers Recent College Graduates Millennials and more without the manual step of selecting the right mix of targeting options

Tip 3 Increase your reach with custom targeting optionsYou have the option to enable Audience Expansion or build a lookalike audience When using either option LinkedInrsquos algorithms will identify additional audience members similar to your target audience This option will help you reach a broader audience and generate more data

Pro Tip

AB Test your audiences and optimize targeting over time Create a campaign

duplicate it and alter the targeting criteria slightly Best is to have a mix of 3-4

campaigns with a mix of broader audience and more nice audience Analyze

your ROI for each of them

Tip 4 Target your own databasewebsite visitorsThis is extremely powerful if you have a big database andor many website visitors Use Matched Audiences to customize LinkedIn targeting with your own business data This set of targeting options helps you re-engage website visitors with Website Retargeting nurture prospects with Contact Targeting and run account-based marketing (ABM) campaigns with Account Targeting

Tip 5 Gain insights with campaign demographicsOnce your campaign has accumulated enough data click the Demographics tab in Campaign Manager Yoursquoll see detailed information (such as job title job seniority industry and more) about the professionals who clicked and converted on your ads Use these insights to inform your content targeting segmentation and testing

Example Powerful Targeting Options Option 1 Geo skills seniority level Option 2 Geo Job function seniority level Option 3 Company list targeting (Account or Contact Level) Option 3 Retargeting

Source LinkedIn

Tip 1 Increase your daily budget amp frontload investments Always go with the higher end of recommended bid to compete

against other companies targeting the same audience (2nd pricing

auction model)

If your campaign is not winning auctions your ads are not being seen

Try bidding higher above the suggested range to increase chance of

winning You will only pay the minimum needed to win not your

maximum

Minimum daily budget of 150 EUR per audience size to get enough

reach

Try reducing your bid slowly to find your ideal level Monitor campaign

performance and stop lowering the bid amount if you see a dip in key

metrics (like impressions clicks or conversions)

Experiment with changing your bid type to see how it affects the

delivery and performance of your campaign

Tip 3 Increase your relevance score Run AB tests to compare multiple messages or versions of your ad creative

1 Step 1 Include 2-4 ads in each campaign Campaigns with more ads usually reach

more people in your target audience

2 Step 2 Every 1-2 weeks pause the ad with the lowest engagement and replace it

with new ad creative Over time this will improve your ad relevance score

Relevance score is based on indicators that LinkedIn members find the ads interesting

such as clicks comments and shares) LinkedIn serves relevant ads more often and limits

ads that rarely get clicks

Tip 2 Automated Bid Best Practices Turn on Automated Bid on campaigns that are spending 85 of their daily budget

with Maximum Cost Bid

High costs Lower the campaignrsquos daily budget to the actual spend level of when

using Maximum Cost Bid

Use forecasting toolbox to compare Maximum Cost Bid and Automated Bid

Source LinkedIn

Best suited to Extend the reach of your content engagement or downloads via

LinkedInrsquos lead generation forms

Attract more Company Page followers

Gain brand awareness and establish yourself as a thought leader

Best practices targeting

Write ad headlines that are under 70 characters rarrUse

httpsheadlinessharethroughcom to test engagement

Keep descriptive copy under 150 characters

Use eye-catching video and imagery to capture attention

Format images to 1200 x 627 pixels

Content with larger visuals get up to 38 higher CTR

Use rich media (like video audio or other element) by

incorporating YouTube Vimeo and SlideShare videos

Feature a clear CTA (call to action)

Add content curation to your plan Share information that is useful and

relevant to your audience

Analyze industry news instead of just sharing it

Include human interest stories to establish an emotional connection

Enable Lead Gen Forms to capture more qualified leads

Source LinkedIn

Tip 1 Increase your daily budget amp frontload investments Always go with the higher end of recommended bid to compete

against other companies targeting the same audience (2nd pricing

auction model)

If your campaign is not winning auctions your ads are not being seen

Try bidding higher above the suggested range to increase chance of

winning You will only pay the minimum needed to win not your

maximum

Minimum daily budget of 150 EUR per audience size to get enough

reach

Try reducing your bid slowly to find your ideal level Monitor campaign

performance and stop lowering the bid amount if you see a dip in key

metrics (like impressions clicks or conversions)

Experiment with changing your bid type to see how it affects the

delivery and performance of your campaign

Tip 3 Increase your relevance score Run AB tests to compare multiple messages or versions of your ad creative

1 Step 1 Include 2-4 ads in each campaign Campaigns with more ads usually reach

more people in your target audience

2 Step 2 Every 1-2 weeks pause the ad with the lowest engagement and replace it

with new ad creative Over time this will improve your ad relevance score

Relevance score is based on indicators that LinkedIn members find the ads interesting

such as clicks comments and shares) LinkedIn serves relevant ads more often and limits

ads that rarely get clicks

Tip 2 Automated Bid Best Practices Turn on Automated Bid on campaigns that are spending 85 of their daily budget

with Maximum Cost Bid

High costs Lower the campaignrsquos daily budget to the actual spend level of when

using Maximum Cost Bid

Use forecasting toolbox to compare Maximum Cost Bid and Automated Bid

Source LinkedIn

Best suited to Extend the reach of your content engagement or downloads via

LinkedInrsquos lead generation forms

Attract more Company Page followers

Gain brand awareness and establish yourself as a thought leader

Best practices targeting

Write ad headlines that are under 70 characters rarrUse

httpsheadlinessharethroughcom to test engagement

Keep descriptive copy under 150 characters

Use eye-catching video and imagery to capture attention

Format images to 1200 x 627 pixels

Content with larger visuals get up to 38 higher CTR

Use rich media (like video audio or other element) by

incorporating YouTube Vimeo and SlideShare videos

Feature a clear CTA (call to action)

Add content curation to your plan Share information that is useful and

relevant to your audience

Analyze industry news instead of just sharing it

Include human interest stories to establish an emotional connection

Enable Lead Gen Forms to capture more qualified leads

Source LinkedIn

Best suited to Extend the reach of your content engagement or downloads via

LinkedInrsquos lead generation forms

Attract more Company Page followers

Gain brand awareness and establish yourself as a thought leader

Best practices targeting

Write ad headlines that are under 70 characters rarrUse

httpsheadlinessharethroughcom to test engagement

Keep descriptive copy under 150 characters

Use eye-catching video and imagery to capture attention

Format images to 1200 x 627 pixels

Content with larger visuals get up to 38 higher CTR

Use rich media (like video audio or other element) by

incorporating YouTube Vimeo and SlideShare videos

Feature a clear CTA (call to action)

Add content curation to your plan Share information that is useful and

relevant to your audience

Analyze industry news instead of just sharing it

Include human interest stories to establish an emotional connection

Enable Lead Gen Forms to capture more qualified leads

Source LinkedIn

Best practices Keep it concise (under 500 characters) Use a low pressure friendly CTA Write a compelling subject line that shows the value of your offering Start a conversation and personalize your messages (mention company

common contact Group Group Posting ask for opinion etc) Avoid product and service descriptions Use a banner images (300 x 250 pixels) to capture attention Add hyperlinks within the Sponsored InMail body copy Combine InMail with other contact methods Combine with LeadGenForms Select recipients carefully Build your profile

Best suited to Send personalized invites to webinars and other events Target promotions to the right audience Promote content such as downloadable eBooks and white papers

Source LinkedIn

Best suited to Drive traffic to your page on LinkedIn

Drive traffic to your web page

Retarget website visitors

Best practices Address you audience directly (Ex Attn High-Tech Managers or Are

You an IT Director) Use a strong CTA like ldquoRegister Nowrdquo or ldquoSign Up Todayldquo Include an image Turn off low-performing ads Experiment with Text Ads sizes and ratios (square horizontal and

long text link)

Note Text Ads are only visible on desktop (not mobile)

Source LinkedIn

Best suited to Drive traffic to your page on LinkedIn

Drive traffic to your web page

Retarget website visitors

Best practices Address you audience directly (Ex Attn High-Tech Managers or Are

You an IT Director) Use a strong CTA like ldquoRegister Nowrdquo or ldquoSign Up Todayldquo Include an image Turn off low-performing ads Experiment with Text Ads sizes and ratios (square horizontal and

long text link)

Note Text Ads are only visible on desktop (not mobile)

Source LinkedIn