How to Make Ads on LinkedIn Ads: The Complete Walkthrough

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To advertise on LinkedIn you need to set an ad account on the social network. Among the possibilities for advertising on LinkedIn, the most common ad formats are Sponsored Content (content promoted in the timeline), Text Ads (small text ads) and Sponsored InMail (sponsored message in the inbox).

We strongly believe in advertising campaign actions through online ads. We do it here at Digital Results and also seek to educate the market on the best ad use practices within the strategy Digital Marketing .

So always produce posts and educational materials on the media buying use across multiple channels, social networks and vehicles. Some examples are:

  • For eBook Media for Inbound Marketing
  • eBook Native Ads: what they are and where to start
  • eBook 25 optimizations Facebook Ads
  • How to Advertise Post on Instagram: the complete walkthrough
  • How to post an effective campaign and generate results with Facebook Ads Lead

In this post, let’s talk specifically about how to make an announcement on LinkedIn Ads to ensure and deliver the best result from the investment that you are using.

Why do ad on LinkedIn?

LinkedIn is a social network focused on business with over 26 million people in Brazil, 7 million businesses, 159 million unique visitors per month and 2 billion updates per week.

The main reasons for using LinkedIn are: to communicate and connect with other businesses and professionals, be up to date on industry news, learn from companies of interest and read posts from influencers / opinion leaders.

Of course, the Digital results could not be left out. So, we began to make announcements on LinkedIn Ads here on RD with a very low budget to learn and test the channel.

By the way, at the end of last year, we become a case of LinkedIn after stay months creating campaigns, testing formats, optimizing results and discovering what really works.

You can see here our case: Digital Results increases your conversion rates using the Sponsored Content and LinkedIn Conversion Tracking.

I share with you 5 more information on learning that case:

1. LinkedIn the leads are more qualified than other channels

The targeting and LinkedIn member profiles are more qualified to have more data and information about display advertising to you who actually set up targeting.

One example is to make ads only to owners and owners of up to 200 employees of technology companies in Santa Catarina. We managed to create a message through an advertisement specifically directed to that persona.

2. Advertise on LinkedIn decreases the Purchase Journey

LinkedIn Ads was the channel where we can reduce the buying journey of a faster way to another channel.

The Lead is more qualified within the LinkedIn platform. Thus, we can make more targeted ads to conversion funnel fund as free trials, chats with consultants, talks about year planning or evaluation / free diagnostics Lead site. Thanks to this, accelerate the sales process.

I see many people saying that “advertising on LinkedIn is more expensive,” even with the Lead being more qualified, and that there is still difficulty in measuring ROI. But our campaign generated sales that came straight from the LinkedIn campaign and our CPC average was R $ 2.68, which is well below the value of the bid that the platform suggests.

If you will already pay more for Lead, Lead is good that this is super qualified. Therefore, our guidance was focused on generating Leads to funnel fund and generate sales directly through these campaigns. This works better than to campaign for other stages, such as the top and middle of the funnel, which were very expensive according to the tests we did.

3. Right time approach

Many people think that social ads are only good for generating brand recognition and that they can not generate Leads also come customers.

However, the announcements we made on LinkedIn brought funnel bottom conversions from the format “Sponsored Content” (Sponsored Content), not only in quantity but in quality of generated Leads.

The place where the ads appear and the time of the announcement on an approach / business platform facilitates community and is also attractive for those who want to do business.

4. To advertise on LinkedIn you need to make small tests always

Looking for campaigns that have generated the most conversions with LinkedIn ads, we observed that were those who had multiple ads in each.

The objective was to test different creative options to see which ads were generating more conversions.

When we find a winning creative combination, we can put more budget for these ads and campaigns to drive most Leads at the lowest cost.

When you start a campaign, try different images, text and CTAs. All your ads on LinkedIn will be targeted to the same audience and lead to the same landing page, but minor adjustments to the creative can have significant impacts on click.

It is often hard to tell what a new audience will respond to be creative and decide what works based on the data you see.

In the end, if you do not test you will be losing money.

5. Monitoring Conversion

LinkedIn has a feature very similar to Google and Facebook already use to monitor and track conversions coming from each campaign.

With Conversion Tracking it is possible to measure how many conversions come from each campaign so you can optimize and deliver more results.

We use it in our campaign and we optimize a conversion rate 70% higher than in other channels.

Examples of ad formats and on LinkedIn:

The popular formats of self-service advertising on LinkedIn are:

Sponsored Content

Format in order to promote your content for professional desktop, smartphone and tablet.

This content appears on your home screen (newsfeed) and it is necessary that your company have a Company Page to use the format.

What you can do with Sponsored Content:

  • Share your updates to more people and attract new followers;
  • Reach your exact audience with precise targeting options;
  • Publish on any device: computer, tablet and smartphones;
  • Set yourself your budget and choose to pay for clicks or impressions.

Text Ads

In this format, you put the link in the text and directs to your website and AdWords search ads.

You do not need a Company Page to run this format.

What you can do with Text Ads:

  • Choose the professional audience you want to reach;
  • Create your own ad easily;
  • Set your budget – no contracts or long-term commitments;
  • Pay only for ads that work – per click or impression.

Sponsored InMail

Format that allows you to send messages to your Leads directly on LinkedIn inbox for maximum impact.

This format can only be done through a new account with LinkedIn account manager.

Key features of Sponsored InMail:

  • Achieve active users with targeted messages and 100% delivery;
  • Keep your engaged audience both on the desktop and in mobile devices;
  • Generate more conversions with personalized messages.

Targets list on LinkedIn

You can use the targeting options in advertising on LinkedIn. Doing so ensures that your ads are posted for your persona.

targeting options profile data:

  • Location: is based on the location specified by the user or by the local IP address of the relevant public within a certain geographic region;
  • Company Name: current or previous employer listed in the user profile;
  • Company industry: the business sector in which the employee works;
  • Company size: as listed in the Company Page of the user ‘s current employer;
  • Position: current position or previous standard from the position entered by the user and industry standard positions;
  • Function: inserted by position entered by the user;
  • Experience Level: inserted by position entered by the user;
  • Skills: skills supplied by the user in the skills section and profile of the recommendations mentioned in the profile text or implied by the list of skills;
  • Educational institutions: institutions supplied by the user;
  • Formations: standardized the training supplied by the user;
  • Study areas: standardized the training supplied by the user;
  • Groups: specific groups on LinkedIn that the user of your audience participated;
  • Gender: male or female;
  • Age: entered by the year of the last user training;
  • Years of experience: entered by the user informative experience.

Once you choose targeting options, LinkedIn will show estimates of the size of the audience that you can reach with your campaign.

Now, let us put into practice this learning:

How to make an announcement on LinkedIn: Tutorial

First step, you need to enter the LinkedIn Ads campaigns manager .

Then click on “Create campaign”.

Choose which format you would like to test: “Sponsored Content” or “Text Ads.”

We use here in the RD Sponsored Content and had good results.

If the “Text Ads” format can see the tutorial here .

In the case of Sponsored Content, put a name for your campaign in the “Enter the campaign name”, then choose what will be the language of the ads, and then select your conversions “Select conversions.”

You can select more than one pixel conversion tracking it according the campaign goal. But be careful not to mix the pixels according to your goal. In the above case, if we are doing a campaign to generate Trials, which are funnel Leads background, we should not mix them with conversions ticket sales RD Summit .

If you have no “Conversion Tracking” up and running, click “Create new conversion”.

Give a name for the new conversion “Conversion name”.

In “Conversion type” you choose the type of conversion and can select if a sale, Lead, a download, an installation, a register, an important page, added to the cart or other unlisted conversion.

You can also add a value to this conversion in “Value”. This field is optional.

Finally, add your website (you can have more than one) and then place the URL that will be the conversion page.

You can choose some threads that already exist in your Company Page or you can create a new “Create new Sponsored Content”.

Create some variations campaigns changing the image and texts. Remember that the ideal size of the images is 1200 × 627 pixels.

Select and then click “Sponsor selected” to go on the segmentation.

The first thing to do is to select the location where the ads will be shown, and may be by city and state as well.

Then look to test targets at different campaigns to see which performs better segmentation. For example, using only by post (job titles) very specific:

Then, another test of seniority (seniorities) placing only those who have decision as C-level, Directors, VPs and Partners Owner:

audience size recommendations:

  • Sponsored Content for they suggest a minimum amount of 300 000 people to reach;
  • To Text Ads, most advertisers are successful when targeting between 60 and 400 000;
  • For Sponsored InMail, the best practice is to get an average of 100 thousand.

You can save this audience to use it again to not need to be filling every new field.

Now, the last step before launching the campaign, you need to set the purchase model, it will be by CPC (cost per click) or CPM (cost per thousand impressions).

Usually, I choose CPC and put the minimum bid (bid) for testing. In this case, the recommended is R $ 7.79, but earlier put the suggested minimum (R $ 1.15) and will manually increasing according to the performance during the day.

Also set a daily amount you can spend – the minimum is R $ 20 per day. Do not forget to put the full amount of your budget (total budget) at the end not to have surprises and spending the same for the end of the campaign (end date).

Ready! Just put your payment details your campaign enters approval for release. Always try to track performance on a daily basis to analyze and find new points of improvement.

Follow the initial dashboard demographics, then who interacts with clicks and conversions with your campaigns, such as position, function, seniority, location, industry and company size.

With these numbers, we can find out if your ad is going to the right person or find out who is actually interacting.

Conclusion: Our results

As I said in the case study with LinkedIn Ads , we increased the conversion rate to 70% funnel fund Leads a Landing Test Page Free our RD Station software around other ad campaigns, which were on average 20 % conversion.

Make announcements on LinkedIn Ads helped us in the process to accelerate our sales cycle, to take advantage of potential qualified leads and already take advantage of the approach to a test or talk to a consultant.

These landing pages were made exclusively for the campaigns of LinkedIn Ads. Thus, we can better measure each campaign and invest more proving this result.

I hope it helped you to deliver results with this post. I suggest you start with a small test using the LinkedIn Ads and then write here in review their experiences and results.