How To Create A LinkedIn Ad

How To Create A LinkedIn Ad
By Qinglu Zhang

How to create a LinkedIn ad
Go to your personal LinkedIn account, and
find tab “Business Services”. In the drop down
menu, click “Advertise”.

Then you’ll be led to this page, just click “Get
started”:

After being led to this page, choose “Create an
ad”:

There are 3 steps to create a LinkedIn ad:
1. Create Ad Campaign
2. Targeting
3. Campaign Options
We’ll discuss each step in the following slides.

Create Ad Campaign

Create Ad Campaign
Name this campaign
• Give your campaign a meaningful. Indicate
some features of the campaign in the name.
• Avoid name like “campaign 1”, as you may
create more campaigns in the future and
naming system like this will be confusing.

Create Ad Campaign
Ad language
• Choose the language that your targeted
audiences use.
• Once your campaign is alive, you’ll no longer
be able to change the selected language.

Create Ad Campaign
Ad in this campaign
• A/B testing since you can create up to 15 ad
variations
• Create multiple ads with same text but
different images. Based on performance of each
ad, you can figure out which image is better at
achieving you goal.
• Similarly, create multiple ads with same images
but different text, to figure out which text
performs better.

Create Ad Campaign
Ad destination
Your website page
• Choose a page of your website based on
your goal, newsletter sign up, free ebook
download, etc.
• Check the statistics of chosen page, to see if
your ads achieve your goal

Create Ad Campaign
Ad destination
Your website page
• Choose a page on your website based on
your goal, newsletter sign up, free ebook
download, etc.
• Check the statistics of chosen page, to see if
your ads achieve your goal

Create Ad Campaign
Ad images
• Choose colorful images. Avoid images that
will blend into LinkedIn’s white background
• According to LinkedIn, an image of a women
typically have best CTR(click through rate)
• A/B testing images. Try multiple images

Create Ad Campaign
Ad images
• Use company’s logo if trying to build a
brand
• If add text in an image, make sure preview
the ad and text is recognizable

Create Ad Campaign
Ad headline
• Be punchy. Grab attention.
• Speak directly to audience that you’re
targeting, such as mention job titles of
targeted people, use vocabulary relevant to
audience’s profession

Create Ad Campaign
Ad headline
• Give people incentive to click, such as:
special offers, free trial, free e-book
download
• Use a question as headline

Create Ad Campaign
Ad text
• Be concise and clear. Text is restricted to 75
characters, less than 20 word.
• Let people know what you’re trying to sell,
what problem you’re trying to solve for your
customers, what benefits you’re offering

Create Ad Campaign
Ad text
• Use eye-catching words and phrases, such
as: Limited Time, Off, Discount, Exclusive,
Free, Special, Now, New, Save.

Create Ad Campaign
Always preview your ad.
• Make sure there is no typo in your headline
and text
• Images won’t blend into LinkedIn’s white
background
• The overall look of the ad is what you want

Create Ad Campaign
• Click on Square, Tall, Long, to see how each
shape of the ad looks like
• Make sure there is no typo in your headline
and text

Create Ad Campaign
• Images won’t blend into LinkedIn’s white
background
• The overall look of the ad is what you want

Targeting
LinkedIn targeting allowed you to target your audience
based on:
• location,
• companies,
• job title,
• school,
• skills,
• group,
• gender,
• age.

Targeting
• If you’re trying to figure out what your
potential audience look like, don’t make
your targeted audience too narrow, or you’ll
miss some.
• If you want to target different groups of
audiences, create multiple campaigns to
target each of them.

Targeting
• If job function is not specific enough, target
by exact job titles and customize your ad
text for those people.
• When targeting LinkedIn group, use
LinkedIn Group Directory

Campaign Options
You have 2 campaign options:
CPC: cost per click
CPM: cost per 1,000 impressions

Campaign Options
Daily budget:
• Your daily budget is at least $10.00

Campaign Options
Daily budget:
• Your campaign's actual daily spend may be up
to 20% higher.
• LinkedIn will stop showing your ads for the day
once your daily budget is reached. However,
since this change isn't instantaneous, others
may still click on your ad. During this time, you
could be charged up to 20% beyond your daily
budget for clicks or impressions that are
delivered during that time.

• Example: Your daily budget is $10. Once
your ad reaches this amount, the system
turns your campaign off, but the ad may
continue to show for a few minutes longer.
In this example, it receives additional
activity adding up to $14 for the entire day.
Based on our 20% overage policy, you
would only be charged for $12 (20% of
$10), while LinkedIn would cover the
additional $2.

Campaign Options
Bidding
• You have to select a bid for CPC or CPM
• To figure out the optimal bid, some trial and
error is needed. So monitor your campaign
statistics regularly and adjust your bid.

Campaign Options
Choose CPC or CPM?
Depend on the goal of your campaign.
• to generate click/lead, use CPC;
• to raise brand awareness, use CPM.

Campaign Options
When bidding for CPC:
• Bid at the high range of “Suggested Range”
to make sure you can compete with other
advertisers over impression. Then lower
the bid as you optimize your ad and CTR.
• Daily budget can cover the number of clicks
you are aiming for.

Campaign Options
When bidding for CPC:
• Continuously review and adjust daily budget
to get the most of it.
• CTR(click through rate) is the most
important metric to watch, and the
minimum threshold of CTR is 0.025%

How To Create A LinkedIn Ad

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