LinkedIn Ads: A Beginner's Guide

Table of Contents

  1. Introduction
  2. Types of LinkedIn Ads
  3. How Much Do LinkedIn Ads Cost?
  4. How to Create LinkedIn Ads
  5. FAQs

Introduction

In an increasingly digital world, leveraging social media platforms for marketing has become essential for businesses of all sizes. One platform that stands out for its professional audience is LinkedIn. LinkedIn ads offer a unique opportunity to target a professional demographic, making it a vital tool for B2B marketing. But navigating the different ad formats and understanding how to run effective campaigns can be overwhelming for beginners. This guide aims to demystify LinkedIn advertising by breaking down the types of ads available and offering step-by-step instructions on how to create your first LinkedIn ad campaign.

Types of LinkedIn Ads

LinkedIn offers a variety of ad formats to help you achieve different marketing objectives. Here, we'll explore the four primary types of LinkedIn ads: Sponsored Content, Sponsored Messaging, Lead Gen Forms, and Text and Dynamic ads.

Sponsored Content (Native Ads)

Sponsored Content refers to native advertisements that appear directly in the LinkedIn feed of your target audience. These ads blend seamlessly with other user-generated content but are marked as "Promoted." Sponsored Content comes in several formats, each suited to different campaign objectives:

  • Single Image Ads: Simple ads featuring a single image and a brief message. They include a call to action (CTA) like visiting a website.
  • Video Ads: Native video content that can either be created from scratch or sponsored from existing LinkedIn page videos.
  • Carousel Ads: Multi-image ads that allow for storytelling through a swipeable series of cards, each with its captions and links.
  • Document Ads: Ads featuring documents such as eBooks or whitepapers. These can either be freely accessible (ungated) or gated with a Lead Gen Form.
  • Event Ads: Used to promote LinkedIn Events, these ads link directly to event landing pages.
  • Click-to-Message Ads: Similar to single image ads but include a "Send Message" CTA, directing users to a LinkedIn messaging conversation with the advertiser.

Sponsored Messaging

Sponsored Messaging involves ads delivered directly to the LinkedIn Messaging inbox of your target audience. There are two main formats:

  • Message Ads: Structured like emails, featuring a single CTA.
  • Conversation Ads: Allow for multiple CTAs and links, facilitating more interactive engagements.

Lead Gen Forms

Lead Gen Forms aren't a standalone ad format but an add-on feature that can be used to capture leads directly within LinkedIn. These forms come pre-filled with the member's profile data, making it easier for users to submit their information.

Text and Dynamic Ads

  • Text Ads: Simple, text-based ads displayed on the top or side of the LinkedIn feed. These are typically used in desktop environments and can be billed either per click or per impression.
  • Dynamic Ads: Personalized ads that use the user’s LinkedIn profile data, such as their name and photo. These ads come in several types, including Follower Ads, Jobs Ads, and Spotlight Ads.

How Much Do LinkedIn Ads Cost?

The cost of LinkedIn ads can vary based on factors like bid amount, competition, and targeting. However, LinkedIn suggests a minimum starting budget of $25 for new advertisers and $50-$100 for ongoing campaigns. Costs can be managed by setting daily or lifetime budgets and bidding strategies.

How to Create LinkedIn Ads

Creating LinkedIn ads involves several steps, starting from setup to campaign monitoring. Here’s a step-by-step guide:

1. Set Up a LinkedIn Campaign Manager Account

Begin by creating a free LinkedIn Campaign Manager account. Link it to your existing LinkedIn page or create a new one. Verify that you have the authority to manage the account and select your billing currency to complete the setup.

2. Create a New Campaign

In Campaign Manager, click "Create" and select "Campaign." Name your campaign and choose between "Quick" or "Advanced" campaign types. Quick campaigns are easier for beginners, while Advanced campaigns offer more customization options.

3. Set an Objective for Your Campaign

Select your campaign objective, which could range from brand awareness to lead generation. In this example, we’ll choose "Website visits" as our goal is to drive traffic to a landing page.

4. Define Your Target Audience

Define your target audience by selecting attributes like location, industry, job title, and seniority level. Alternatively, you can use predefined LinkedIn templates to set your audience. Real-time metrics on the right will update as you refine your audience attributes.

5. Choose Your Ad Format

Choose an ad format that suits your campaign objective. In Quick Mode, options are limited to single image and video ads. Advanced mode offers more flexibility, including carousel and document ads.

6. Set Your Campaign Budget and Schedule

Specify your daily or lifetime budget and set the campaign’s run time. It's advisable to set an end date to avoid overspending. Adjust your bidding strategy accordingly in Advanced Mode.

7. Craft Your Ad Creative

Select an ad creative from your content library or create a new ad. Fill in the necessary fields and upload your images. Creating multiple ads can improve your campaign’s click-through rate. Preview your ad to ensure everything looks perfect before saving.

8. Review and Launch Your Campaign

Review your campaign settings and ad preview. Update your business information and payment method. Once everything is set, click “Agree & launch campaign.” Alternatively, you can save your settings and come back to launch the campaign later.

9. Track and Manage Your Campaign

Monitor your campaign’s performance using the Campaign Manager dashboard. Track key metrics like impressions, clicks, and engagement rates to optimize your campaign's effectiveness.

FAQs

What is LinkedIn's Campaign Manager?

Campaign Manager is LinkedIn's platform for creating, managing, and tracking advertising campaigns. It offers various tools to help advertisers reach their target audience effectively.

How do I choose the right ad format?

Choosing the right ad format depends on your campaign objectives. Single image and video ads are versatile and can be used for most goals, while carousel ads are excellent for storytelling or showcasing multiple products.

What budget should I start with?

LinkedIn recommends a minimum starting budget of $25 for new advertisers. As you gain experience and see what works, you can adjust your budget accordingly.

How can I track my campaign's performance?

Use LinkedIn's Campaign Manager dashboard to track metrics like impressions, clicks, and engagement. Integrating with tools like Semrush can provide more in-depth analytics.

What makes LinkedIn ads different from other social media ads?

LinkedIn ads allow you to target a professional audience based on specific attributes like job title, industry, and seniority level. This makes them highly effective for B2B marketing.

How can I improve my ad’s click-through rate?

Craft engaging ad creatives and test multiple versions to see which performs best. Use strong CTAs and ensure your targeting is well-defined.

In conclusion, LinkedIn ads offer robust opportunities for businesses to reach a professional audience. By understanding the different ad types and following the steps to create effective campaigns, you can enhance your marketing efforts and achieve your business objectives.

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