Creating a Linkedin advertising campaign: the complete guide
Since February 2019, LinkedIn has completely revised its advertising module to offer Community Managers an interface in the form of advertising objectives to select when starting the configuration of a campaign.
Throughout this article, I will explain in detail how to exploit the potential of this module in order to create from A to Z advertising campaigns adapted to your business and marketing objectives of the moment.
What are the LinkedIn campaign objectives in the advertising module?
The campaign manager interface has been redesigned to have an approach based on advertising goals to achieve, drawing heavily on what already exists on Facebook.
The new process of creating advertising campaigns starts with defining the goals and objectives of your campaign. Depending on the purpose you choose, LinkedIn will show your ad to the people most likely to take the desired action.
Here are the different objectives at your disposal:
- brand awareness : choose this goal to generate more ad impressions
- website visits : select this goal if you are looking to drive traffic to your website. (Proposed advertising formats: text ads, sponsored content, dynamic ads, sponsored Inmails)
- engagement : Choose this goal if you want more people to interact with your posts and gain followers on your LinkedIn page. (Proposed advertising formats: sponsored content)
- video views: Choose this goal if you want to encourage people to watch your videos. (Proposed advertising formats: advertising videos)
- website conversions : select this goal if you want people to take a specific action on your website, such as filling out a form or adding a product to the cart
- lead generation : select this goal if you are looking to collect email addresses. When users click on the advertisement, a form pre-filled with the person’s data will be offered, a single click will be necessary for the person to send their data to the advertiser. (Proposed advertising formats: sponsored content and sponsored Inmails)
- candidates : LinkedIn recommends this goal for “Talent” clients looking to promote job offers
Now that you are familiar with the different campaign objectives, let’s take a look at how to set up text, sponsored, dynamic or sponsored Inmail advertising in this brand new module.
1) Create LinkedIn textual objective ads
Text ads are the most basic form of advertising that LinkedIn offers to advertisers. These allow you to drive traffic directly to your website or to landing pages.
With this type of advertising, you can choose the professional audience you want to reach, define your daily budget or over the duration of the campaign, be charged at cost per click or cost per thousand impressions, and track the number of leads generated through advertising.
Create an advertising campaign on LinkedIn
After going to your “Company” page, click on “Administrative tools” then “Sponsor your news”:
You will then see a list of your ad accounts in the Campaign Manager. Choose the right account for your campaign so you can create a goal-oriented LinkedIn ad.
You can then decide to create a new campaign group or create a campaign in the default campaign group:
If you click on “Create Campaign”, you will be taken to the campaign objective selection menu.
On the campaign settings page, select “Website visits” as the objective:
Then enter the name of your campaign.
Configure your targeting criteria
In the “Audiences” section, select the language of the profile as well as one or more localization (s). It will then be possible to insert multiple professional criteria to refine the audience to be reached:
Two types of hearings will be offered, namely:
- audience attributes: professional data such as the name of the company where the people work, the size of the company, the position, the hierarchical level, the training, the years of experience, interests and groups of discussions
- corresponding audiences : website visitors or email address file
You will notice that the size of the potential staff will change according to the criteria you enter, on the right side of the screen.
Select ad format
When you have filled in all the information about the audience, choose the “Text Ad Advertising” format:
Fill in the budget and schedule for your LinkedIn target advertising
It is then time to enter a daily budget to spend on the social network, with the possibility of defining an end date for your campaign.
When everything is complete, click on “Save and continue”.
Configure your advertising visual
Now is the time to choose an existing ad or create one for the occasion. If this is the first time that you are setting up this type of campaign, you will need to upload an image, enter a title and a description.
Finally, enter the destination URL for your ad. Make sure that the link to which you are redirecting Internet users matches the description of your advertisement. You should not send visitors to your home page for example, but rather to a page with a specific purpose.
When it is good, click on “Create” then launch your campaign. A review phase will take place, and then if all goes well, your ad will begin to appear to Internet users.
It can sometimes be interesting to experiment with multiple text ads to identify what appeals most to the targeted people, that is, those with the best click-through rate.
The functionality to sponsor a publication offers 3 types of content: single image, video or carousel.
This placement helps give a more organic / natural feel to your content, and gives your business more visibility.
This is an effective way to ensure that professionals are in the right context to visit your LinkedIn “Company” page while strengthening the relationship with them.
You will therefore have the choice between:
- single image
To start your campaign, select an existing campaign group or click on “Create a new campaign group”. Then click on “Create a campaign”.
You will then need to choose a goal that is compatible with sponsored content.
Here they are below:
- brand awareness
- website visits
- video views
- lead generation
- web visit conversions
The next step is to define the audience for your advertising campaign. It is important to keep in mind that some audiences are very responsive to video, while others will be less, especially younger audiences versus older people.
Once that’s done, choose an ad format, the most common being Sponsored Post:
The next and final step will be to define what content to sponsor, and you will then have two choices:
- sponsor an existing post with the “Browse content” option:
- create content for the occasion:
3) Create a dynamic LinkedIn target ad
LinkedIn dynamic ads are another way for Community Managers to create posts to recruit on LinkedIn.
What makes these ads different is the level of personalization offered by this sponsorship feature. Like e-mailing campaigns, you can personalize your message to capture the attention of Internet users.
With dynamic ads, you have the option of showing the user’s photo inside the ad:
To create this type of ad, choose the “Website visits” objective, and fill in your campaign targeting information.
When choosing the ad format, select either:
- Follower Ad advertising (gain more subscribers on your “Company” page)
- Spotlight Ad advertising (more visits to a web page)
- Job Ad advertisement (more applicants for a job offer)
For this example, I’ll choose “Spotlight Ad”:
Then, set the budget for your campaign as well as the calendar, then click on “Save and next”.
As with other campaigns, you will have the option of using an existing Spotlight Ad ad or creating a new one for the occasion.
If you create a new one, here is the requested information:
- ad title
- company name
- corporate image
- description of the advertisement
- operable button
Then, once everything is good, you can launch your campaign to send to review.
Sponsored Inmails make it easy for sales reps to connect with decision makers. As a B2B Community Manager, this type of advertising could help you increase the number of participants in a physical event or webinar, promote a white paper or get in touch with potential customers.
Human resources professionals can also take advantage of this feature to promote a job offer to specifically targeted people.
To create a “Sponsored Inmail” type advertisement, set up a new campaign and select the objectives:
- website visits
- lead generation
- website conversions
Then, in the list of ad formats, choose “Advertisement Message Ad”:
For the creative content of this advertisement, it will be necessary to define:
- the transmitter
- the message
- the call to action button
- the possible checkbox to accept the conditions
- the redirect URL to the landing page
Then click on “Launch the campaign”.
To go further:
Trainer & social-media consultant, I am the author of the “Community Manager Toolbox” at Editions Dunod. I have trained several thousand employees in the professional use of social networks since 2011.
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