How to reach out to millions of professional on Linkedin with your marketing campaign

1. Mitesh Shah Avnish Singh
mrshah3@myseneca.ca
www.miteshrshah.com
asingh481@myseneca.ca
www.theavnishsingh.com

2. Get started with a company page that
allows you to separate ads and billing
information from your personal
LinkedIn account.
Depending upon the business goals
define your campaign goal
Campaign goal defines the amount to
be spent, target audience size and
type and what content you need to be
effective.
GETTING STARTED WITH LINKEDIN
WHY LINKEDIN ADS?
Target a unique audience:
LinkedIn enables you to reach the
ideal audience with high
precision.
High traffic pages:
LinkedIn is used by over 500M
active professionals and it lets you
place ads within minutes
Performance Based:
LinkedIn Ads is an easy-to-use,
self service, performance-based
advertising solution.
Best suitable for B2B:
LinkedIn is rated as #1 platform
for B2B lead generation as 4/5
members drive business
decisions.
https://business.linkedin.com/marketing-solutions/ads

3. Choose the Ad!
1
a) Self service ad
b) Managed ad
Use Campaign
Manager
2
Campaign Manager is where
you will manage and
optimize your advertising on
LinkedIn.
Choose ad
format
3
Pick between Sponsored
InMail, Text Ads and
Sponsored Content, or a
mix all three.
Set your budget
6
Select between three options:
i. Cost per click (CPC)
ii. Cost per impression
(CPM)
iii. Cost per send (CPS)
Create your ads
4
Target your ads
Select specific targeting
criteria to zero in on your
ideal audience
7
5
Measure and Optimize Your Campaign
STEP-BY-STEP GUIDE
https://business.linkedin.com/marketing-solutions/how-to-advertise-on-linkedin

4. This is native
advertising that
appears in the
LinkedIn feeds of the
audience you want to
reach.
SPONSORED
CONTENT
It lets a business
deliver personalized
content through
LinkedIn Messenger
SPONSORED
INMAIL
1 2
It can be used to
achieve a range of
advertising objectives
such as driving website
conversions, new
followers to Company
LinkedIn page or
showcase job
opportunities.
DYNAMIC ADS
3
FORMAT OF ADS
https://www.silverdisc.co.uk/blog/2016/10/07/linkedin-marketing-business

5. Text ads are tailored messages
that can reach desired type of
audience.
TEXT ADS
Display ads are visually
compelling ads that are
used for raising brand
awareness, establishing
a LinkedIn presence,
and driving leads.
DISPLAY ADS
4 5
FORMAT OF ADS
https://www.silverdisc.co.uk/blog/2016/10/07/linkedin-marketing-business

6. Choose the Ad!
1
a) Self service ad
b) Managed ad
Use Campaign
Manager
2
Campaign Manager is where
you will manage and
optimize your advertising on
LinkedIn.
Choose ad
format
3
Pick between Sponsored
InMail, Text Ads and
Sponsored Content, or a
mix all three.
Set your budget
6
Select between three options:
i. Cost per click (CPC)
ii. Cost per impression
(CPM)
iii. Cost per send (CPS)
Create your ads
4
Target your ads
Select specific targeting
criteria to zero in on your
ideal audience
7
5
Measure and Optimize Your Campaign
STEP-BY-STEP GUIDE
https://business.linkedin.com/marketing-solutions/how-to-advertise-on-linkedin

7. WAYS TO TARGET ON LINKEDIN
Location
Company
Name
Member
Gender
Degree Member
skills
Member
seniority
Member
groups
Years of
experience
Company
Industry
Company
Size
LinkedIn offers comprehensive customized targeting options whereby companies can nurture interested prospects,
leads, and contacts. This makes it a preferred platform for B2B advertising platform over Facebook or Twitter.
By testing separate audiences of the four pillars of LinkedIn targeting (Title, Job Function, Skills and Groups), you
can find efficiencies in reaching your audience at lower costs and higher performance.
http://marketingland.com/linkedin-ads-target-ideal-prospect-every-time-207055

8. Choose the Ad!
1
a) Self service ad
b) Managed ad
Use Campaign
Manager
2
Campaign Manager is where
you will manage and
optimize your advertising on
LinkedIn.
Choose ad
format
3
Pick between Sponsored
InMail, Text Ads and
Sponsored Content, or a
mix all three.
Set your budget
6
Select between three options:
i. Cost per click (CPC)
ii. Cost per impression
(CPM)
iii. Cost per send (CPS)
Create your ads
4
Target your ads
Select specific targeting
criteria to zero in on your
ideal audience
7
5
Measure and Optimize Your Campaign
STEP-BY-STEP GUIDE
https://business.linkedin.com/marketing-solutions/how-to-advertise-on-linkedin

9. LinkedIn ads let you choose the type of activity you want to pay for.
Select the ad format and pricing options that work for your marketing
goals.
Cost-per-click
(CPC)
Cost-per-1,000-
impressions
(CPM)
Cost-per-send
(CPS)
Pay when people click on
your ad. Use CPC if you
want to drive traffic to your
site or generate leads.
Pay when your people see
your ad. Choose CPM
when your goal is to drive
awareness.
Pay when Sponsored
InMail messages are
successfully delivered. Use
CPS to drive highly
qualified leads or event
registrations
https://business.linkedin.com/marketing-solutions/ads/pricing
PRICING OPTIONS

10. Choose the Ad!
1
a) Self service ad
b) Managed ad
Use Campaign
Manager
2
Campaign Manager is where
you will manage and
optimize your advertising on
LinkedIn.
Choose ad
format
3
Pick between Sponsored
InMail, Text Ads and
Sponsored Content, or a
mix all three.
Set your budget
6
Select between three options:
i. Cost per click (CPC)
ii. Cost per impression
(CPM)
iii. Cost per send (CPS)
Create your ads
4
Target your ads
Select specific targeting
criteria to zero in on your
ideal audience
7
5
Measure and Optimize Your Campaign
STEP-BY-STEP GUIDE
https://business.linkedin.com/marketing-solutions/how-to-advertise-on-linkedin

11. CAMPAIGN MEASUREMENT & OPTIMIZATION
Awareness
Reach &
Frequency
Purchase intent &
brand preference
Engagement
Message
amplification &
content sharing Advocacy
https://business.linkedin.com/marketing-solutions/blog/linkedin-b2b-marketing/2016/linkedin-
advertising-101--measurement---optimization

12. Thank You !
• If you like our presentation, Connect with us on
• https://www.linkedin.com/in/miteshrshah4/
• https://www.linkedin.com/in/avnish-singh-a471a992/