7 steps to setting up successful LinkedIn ad campaigns
 

7 steps to setting up successful LinkedIn ad campaigns

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Want to get started with LinkedIn ads but not sure how to begin? We outline the key steps in planning and creating a successful ad campaign.

Want to get started with LinkedIn ads but not sure how to begin? We outline the key steps in planning and creating a successful ad campaign.

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7 steps to setting up successful LinkedIn ad campaigns 7 steps to setting up successful LinkedIn ad campaigns Presentation Transcript

  • 7STEPSTOSETTINGUPSUCCESSFUL LINKEDINADCAMPAIGNS
  • WHYADVERTISEON LINKEDIN? • Detailed targeting – can target by job title, seniority, school etc • B2B audience • More cost-effective than Google AdWords • More control over who sees your advert
  • STEP1: SET-UPYOURACCOUNT You can set-up multiple advertising accounts. LINKEDIN CHARGES £4 FOR SET-UP.
  • STEP2: CREATECAMPAIGN STRUCTURE • You can create a number of advert sets based on who you want to target. • For example, you may have one set that targets by location and another that targets by sector. • Your first campaign should be used to gather insight on how your audience responds.
  • EXAMPLECAMPAIGNSTRUCTURE Location campaign London Service 1 Service 2 Manchester Service 1 Service 2 Birmingham Service 1 Service 2
  • STEP3: WRITEADVERTS You can have up to 15 ad variations. Each advert needs: • Title – 25 characters • Description – 75 characters • Image – 50 x 50 pixels • A link – this can be your LinkedIn page or an external link. Break them down into groups to test different titles, descriptions, images and links.
  • EXAMPLEADGROUPSTRUCTURE London Service 1 Group 1 – title 1, 5 descriptions Group 2 – title 2, 5 descriptions Group 3 – title 3, 5 descriptions Service 2 Group 1 – title 1, 5 descriptions Group 2 – title 2, 5 descriptions Group 3 – title 3, 5 descriptions
  • STEP3: WRITEADVERTS Keep track of adverts by coding them: • Each ad group is numbered (1,2,3 etc.) and each ad variation within the group a letter (a,b,c, etc). • In the first example the ads would be 1a, 1b, 1c, 1d, 1e, 2a, 2b etc. • Download our ad template to get you started.
  • STEP4: CREATELANDINGPAGES YOURLANDINGPAGESMUSTCONVERT! The landing page must meet their expectations you set from the advert. Use campaign URLs to track effectiveness in Analytics: http://gaconfig.com/google-analytics-url-builder/
  • STEP5: SET-UPANDTARGET • Log into your LinkedIn ads manager and click on Create new campaign. • Select “Create an ad”. Name your campaign sensibly, e.g. Campaign1: London – Service Name. • Copy and paste the ads from the spreadsheet – LinkedIn helpfully generates a preview on the right-hand side as you do this.
  • STEP6: BUDGET HOWMUCHSHOULDIBID? • Always bid the minimum • Give the campaign a healthy daily budget • LinkedIn have a 20% overcharge policy HOWLONGSHOULDITRUNFOR? • It will vary but you will usually see drop-off after a week.
  • STEP7: MONITORANDTWEAK • Monitor the ads through the ad manager and your analytics. • Turn off ads that are not generating clicks. • Look at what happens when they come onto the site – are they converting? Are they completing goals?
  • REMEMBER! • Your first campaign is about collecting insight. • Always create unique landing pages. • Use a URL builder to track ads. • LinkedIn take up to 24 hours to approve ads. WANTMORE?READTHEFULLARTICLE:HTTP://MTWST.CO/1LPILMH
  • FULL-SERVICEDIGITALAGENCY BASEDINLONDONANDTHEGCC OVER25FULL-TIMESTAFF ABOUT US
  • MINTTWIST.COM