How to Build a LinkedIn Ad Campaign

Perspective / Jan 7, 2020
by Jolene Smith

How to Build a LinkedIn Ad Campaign

Maybe you’ve used Facebook, or even Google Ads to promote your business. With 630 million users, LinkedIn is the new frontier for B2B ads. In fact, LinkedIn ads are 277% more effective than Facebook ads for generating leads. [data, Sprout Social.] It’s worth your time and a small part of your PPC budget to test out LinkedIn ads.

First things first, you will need to set up a LinkedIn Campaign Manager. You’ll need a LinkedIn account to do this, and if you don’t yet have one, it won’t take more than a few minutes to create one. If you have a LinkedIn business page for your business, you’ll have the option to connect your business page to your LinkedIn Campaign Manager.

 

Next, you’ll need to select your LinkedIn ad campaign objective. For this, you have three choices; Awareness, Consideration and Conversions.

How to Build a LinkedIn Ad Campaign

 

As an agency, we specialize in conversions for our clients, so that’s the main objective we choose for ads that we manage. Brand awareness and consideration can be useful, too, though, depending on your business goals.

linkedin ads

 

Once you’ve chosen your objective, it’s time to target your ad. Think about who you would like to see your ad. Your targeting choices on LinkedIn include: location, profession, size of company, education, and industry interests.

target audience linkedin ads

 

While targeting your ad, you can also choose to enable audience expansion. This allows LinkedIn to expand your targeting choices by showing your ad to a new audience that’s similar to the one you’re targeting.

linkedin ads target job titles

 

The last step in creating your LinkedIn ad, is to choose what type of ad you would like. Your options are single ad image, carousel images, videos, message and text.

linkedin ad format

 

Choose your ad type and add your copy and ad information, select your budget, enter your billing information, and you’re done launching your ad.

linkedin ad budget schedule

 

Check back on your ad data as it becomes live to optimize your ad and make adjustments as needed.

 

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