Ready to launch your LinkedIn Ad Campaign but not sure where to start? Don’t worry – we’ve got your back with a straightforward guide that takes the mystery out of advertising on the world’s largest professional network.
We’ll walk you through each step, from setting your campaign goals to measuring success, all while keeping your budget in check.
Related article: Skyrocket Your LinkedIn Following: Proven Strategies for Success
Step 1: Set Up a LinkedIn Campaign Manager Account
Already have a LinkedIn Campaign Manager Account? You can skip this step. But if not:
- Go to LinkedIn Campaign Manager: Visit LinkedIn Campaign Manager.
- Sign In or Create an Account: Use your LinkedIn credentials or create a new account for your business.
- Create an Ad Account: Provide your account name, linked LinkedIn Page, currency, and billing details.
Step 2: Choose an Objective
- Click “Create Campaign”: Within your Campaign Group, select “Create Campaign.”
- Select Your Objective: Choose one of the following based on your goals:
- Awareness: Brand awareness.
- Consideration: Website visits, engagement, video views.
- Conversions: Lead generation, website conversions, job applicants.
Step 3: Define Your Target Audience
- Select Location: Choose the geographic location of your audience (required).
- Demographic Filters:
- Company: Industry, size, or name.
- Job: Titles, functions, or seniority.
- Education: Degrees, fields of study, or schools.
- Interests and Traits: Member interests or specific attributes.
- Use Matched Audiences (optional): Retarget website visitors, email contacts, or account lists.
PRO TIP: When setting up a LinkedIn Ad Campaign, LinkedIn automatically enables the “Audience Expansion” feature. While this may seem helpful at first, it allows LinkedIn to broaden your audience beyond your specified targeting criteria. Uncheck it to avoid wasting budget on audiences outside your target criteria.
Step 4: Choose Your Ad Format
- Select Ad Type based on your objective:
- Single Image Ad: For straightforward visuals.
- Video Ad: To capture attention with motion.
- Carousel Ad: To showcase multiple items or images.
- Message Ad: Directly send messages to users.
- Text Ad: Lightweight and easy to create.
- Spotlight Ad: Personalized ad experience.
- Follower Ad: Encourage users to follow your LinkedIn Page.
- Preview Your Ad: LinkedIn provides previews of how your ad will appear.
Step 5: Set Your Budget and Schedule
- Choose Budget Type:
- Daily Budget: Spend a set amount per day.
- Total Budget: Allocate an overall amount for the campaign.
- Select Bidding Strategy:
- Maximum Delivery: Automatic bidding for best results.
- Manual Bidding: Set a maximum bid per click or impression.
- Define Campaign Duration:
- Start Date: Pick when the campaign should begin.
- End Date (optional): Set a specific end date, or run it continuously.
Step 6: Create Your Ad Content
- Write Ad Copy:
- Include a clear headline.
- Use a compelling call-to-action (CTA) (e.g., “Learn More,” “Sign Up”).
- Keep text concise and engaging.
- Upload Media:
- Use high-quality images or videos.
- Follow LinkedIn’s specifications for each ad type (e.g., recommended aspect ratios and file sizes).
- Add a Landing Page URL:
- Ensure the link directs users to a relevant page that aligns with the ad.
PRO TIP: Follow LinkedIn’s suggestion to create 5 ads per campaign to improve performance. This increases the likelihood of your ad being seen and allows the same person to engage with multiple versions, boosting visibility and effectiveness.
Step 7: Launch and Monitor the Campaign
- Review Your Campaign: Double-check all settings, targeting, and creatives.
- Click “Launch Campaign”: Activate the campaign.
- Monitor Performance:
- Use LinkedIn’s Campaign Manager Dashboard to track metrics like impressions, clicks, CTR, and conversions.
- Adjust targeting, budget, or creatives as needed for optimization.
Step 8: Analyze Results
- Generate Reports: Use Campaign Manager’s reporting tools to export detailed performance data.
- Evaluate ROI:
- Compare performance metrics to your initial goals.
- Identify high-performing ads and replicate successful strategies in future campaigns.
You’re ready to launch your first professional promotion! Time to put this knowledge to work and start reaching your target audience.
Related article: 12 Powerful Digital Marketing Strategies That Guarantee Results
FAQ: Setting up a LinkedIn Ad Campaign
What is the minimum budget required for a LinkedIn ad campaign?
LinkedIn requires a minimum daily budget of $10 per campaign and a minimum bid of $2 for CPC (cost per click) or CPM (cost per 1,000 impressions).
However, it’s recommended to start with at least $25-50 per day to gather meaningful data about your campaign’s performance.
What are the best types of ads to use for lead generation?
For lead generation, LinkedIn Sponsored Content with Lead Gen Forms typically performs best as they auto-populate with users’ LinkedIn profile data, reducing friction in the conversion process.
Message Ads (formerly InMail) are also highly effective since they deliver personalized messages directly to users’ LinkedIn inboxes with call-to-action buttons.
Can I target specific companies with LinkedIn ads?
Yes, LinkedIn offers Account Targeting, which allows you to target specific companies by uploading a list of company names or using LinkedIn’s company targeting options.
You can also use Account-Based Marketing (ABM) features to reach decision-makers at your target companies.
What’s the ideal image or video size for LinkedIn ads?
For Single Image Ads, the recommended size is 1200 x 627 pixels. For video ads, LinkedIn recommends 1920 x 1080 pixels (16:9 aspect ratio), with a length between 3 seconds and 30 minutes. File size should be under 200MB, and the platform supports MP4 format.
What’s the difference between “Sponsored Content” and “Text Ads”?
Sponsored Content appears directly in members’ feeds as native content, featuring rich media like images or videos with longer-form text.
Text Ads are simpler advertisements that appear in the right rail or top of the page, consisting of a small image, headline, and brief text, similar to traditional PPC ads.
Are LinkedIn ads worth it for small businesses?
LinkedIn ads can be worth the investment for small businesses, particularly those in B2B sectors or professional services.
While the cost per click is typically higher than other platforms ($5-$7 on average), the quality of leads tends to be better due to LinkedIn’s professional audience and precise targeting options.
