This document provides guidance on setting up an advertising campaign on LinkedIn. It outlines the key steps including defining campaign goals, creating a campaign name, developing targeting personas and filters, and tracking results. For targeting, it recommends focusing on job title, company, industry, seniority, location and LinkedIn groups. Sample targeting options for an accounting software company campaign include accounting directors in North America. The document aims to help advertisers effectively focus their campaigns and maximize results.
Landing Page Optimization, What is Landing Page Optimization, Examples, 5-second Testing, Fogg Behavior, AIDA Model, Marketing Models, LPO Checklist, Limbic System, Types of Landing Page Optimization, Five Second Test
SA P6- Evaluate a Display Campaign ProjectShahid Afridi
This document evaluates the results of three display image campaigns for a student recruitment campaign.
The first campaign had an ROI of -$149.06 and suggestions were made to improve the headlines, descriptions, and keywords. The second campaign had an ROI of $67 and suggestions focused on targeting users earlier in their journey. The third campaign had a low ROI of $64.50 and suggestions included expanding the audience and focusing on high performing keywords.
Recommendations for future campaigns included focusing on ad groups and targeting, updating existing ads, setting up A/B testing, and improving landing pages with images or videos to clearly define the offering.
This document discusses email marketing. It begins by defining email marketing as using personalized emails to inform an email list about products/services. It then discusses the uses of email marketing like relationship building and content promotion. It outlines different types of email campaigns including newsletters, surveys, and promotional emails. It provides steps to get started with email marketing like defining goals, building a list, and measuring results. It also discusses how to create an email list through lead magnets and opt-in forms. Finally, it covers pros and cons of email marketing as well as common FAQs.
This document discusses best practices for email marketing campaigns. It recommends testing subject lines and content, using personalization, calls to action, and branding consistently. Measurement metrics like open and click through rates are important to track. HTML email design should be simple, avoid long scrolling, and work without images. Building emails strictly in HTML4 without CSS ensures compatibility across email clients.
Google Ads | Google Ads Tutorial 2019 | Google AdWords Tutorial 2019 | PPC Ad...Simplilearn
This Google Ads tutorial (formerly Google AdWords) talks about what Google Ads actually is, the various formats it provides, where Google shows your ads, how you can create an advertisement through Google Ads, the important metrics you need to track and how you can optimize your ads to ensure they accomplish your marketing goals. This Google Ads tutorial is designed for beginners who want to get started with advertising through Google Ads which is a PPC (Pay-Per-Click) platform. It goes into the details of the many ways Google offers to show your ads, the ease with which you can set up an advertisement and the various ways you can optimize your advertisements so that you can give yourself an upper hand over your competition and so much more. Now, let’s get started with understanding how you can make proper use of Google Ads.
The below topics are explained in this Google Ads tutorial:
1) What are Google Ads?
2) What are the various formats in Google Ads?
3) Where is Google showing your ads?
4) How can you create a Google ad?
5) Important metrics to track
6) Optimizing your advertisements
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills, and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training
Tools of digital marketing include platforms that help companies engage customers, manage social media, and target ads. Some key tools are:
- Wyng and Sprout Social help manage social media engagement and campaigns.
- Nanigans and Facebook Power Editor focus on running targeted Facebook ads.
- HubSpot Email Marketing, GetResponse, and Retargeter help automate email marketing and retarget website visitors.
- Rocket Fuel uses customer data to determine when and where to show ads for maximum impact.
- Scoop.it is a content curation platform that helps marketers create and share content.
Landing Page Optimization, What is Landing Page Optimization, Examples, 5-second Testing, Fogg Behavior, AIDA Model, Marketing Models, LPO Checklist, Limbic System, Types of Landing Page Optimization, Five Second Test
SA P6- Evaluate a Display Campaign ProjectShahid Afridi
This document evaluates the results of three display image campaigns for a student recruitment campaign.
The first campaign had an ROI of -$149.06 and suggestions were made to improve the headlines, descriptions, and keywords. The second campaign had an ROI of $67 and suggestions focused on targeting users earlier in their journey. The third campaign had a low ROI of $64.50 and suggestions included expanding the audience and focusing on high performing keywords.
Recommendations for future campaigns included focusing on ad groups and targeting, updating existing ads, setting up A/B testing, and improving landing pages with images or videos to clearly define the offering.
This document discusses email marketing. It begins by defining email marketing as using personalized emails to inform an email list about products/services. It then discusses the uses of email marketing like relationship building and content promotion. It outlines different types of email campaigns including newsletters, surveys, and promotional emails. It provides steps to get started with email marketing like defining goals, building a list, and measuring results. It also discusses how to create an email list through lead magnets and opt-in forms. Finally, it covers pros and cons of email marketing as well as common FAQs.
This document discusses best practices for email marketing campaigns. It recommends testing subject lines and content, using personalization, calls to action, and branding consistently. Measurement metrics like open and click through rates are important to track. HTML email design should be simple, avoid long scrolling, and work without images. Building emails strictly in HTML4 without CSS ensures compatibility across email clients.
Google Ads | Google Ads Tutorial 2019 | Google AdWords Tutorial 2019 | PPC Ad...Simplilearn
This Google Ads tutorial (formerly Google AdWords) talks about what Google Ads actually is, the various formats it provides, where Google shows your ads, how you can create an advertisement through Google Ads, the important metrics you need to track and how you can optimize your ads to ensure they accomplish your marketing goals. This Google Ads tutorial is designed for beginners who want to get started with advertising through Google Ads which is a PPC (Pay-Per-Click) platform. It goes into the details of the many ways Google offers to show your ads, the ease with which you can set up an advertisement and the various ways you can optimize your advertisements so that you can give yourself an upper hand over your competition and so much more. Now, let’s get started with understanding how you can make proper use of Google Ads.
The below topics are explained in this Google Ads tutorial:
1) What are Google Ads?
2) What are the various formats in Google Ads?
3) Where is Google showing your ads?
4) How can you create a Google ad?
5) Important metrics to track
6) Optimizing your advertisements
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills, and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training
Tools of digital marketing include platforms that help companies engage customers, manage social media, and target ads. Some key tools are:
- Wyng and Sprout Social help manage social media engagement and campaigns.
- Nanigans and Facebook Power Editor focus on running targeted Facebook ads.
- HubSpot Email Marketing, GetResponse, and Retargeter help automate email marketing and retarget website visitors.
- Rocket Fuel uses customer data to determine when and where to show ads for maximum impact.
- Scoop.it is a content curation platform that helps marketers create and share content.
A marketing strategy is a plan to combine the right combination of the 4 elements of the marketing mix for a product or service to achieve a particular marketing marketing objectives.
Rahul Mathew from Jifflenow throws light on the essentials of a product marketing strategy. From the deck, you will gain insight on:
Overview of Product Marketing
Introduction to the Product Marketing Framework
Key Elements of Product Marketing
This marketing plan aims to attract partners for the Institute of Innovation and Entrepreneurship program over the next five years. The plan outlines strategies to target local companies and develop projects that can benefit partners. Tactics include developing an informative website and social media presence, hosting networking events, creating informational videos, and sending a monthly email newsletter to partners. Financial objectives include gaining new students and seeking funding from partners to improve projects over time. Progress will be tracked using metrics like website traffic, email response rates, and levels of partner satisfaction. The executive summary expresses the goal of increasing both student and partner numbers annually.
digital marketing - project 3 part 2 facebook campaign evaluationJyothi Reddy
Facebook campaign evaluation - description of target audience, Ad copy, Ad creatives, Ad preview, ROI calculation, Results based on Demographics, performance, placement, Adset delivery and engament
Google AdWords - An Inside Look At The World's Most Powerful Online Ad PlatformMickey Mellen
Lead by Josh Bernstein, owner of Josh Bernstein Media, this session provided a one-of-a-kind behind the curtain look into the Google AdWords interface and learn the truth behind paid search. During this session, we explored the mystery and unknown of paid search with a transparent discussion.
With over 11 years experience in the channel, Josh is known as a true expert with AdWords and has worked and consulted with some of the biggest brands near & far including JCPenney, Chick-fil-A, Toyota, Scoutmob, The Tommy Nobis Center and many others! Josh is one of Atlanta's most trusted names when it comes to Google AdWords & paid search marketing.
The document evaluates several display ad and video campaigns for marketing an online course. It provides statistics on clicks, impressions, CTR, CPC, costs, conversions and ROI for each campaign and ad. Some key findings include:
- Campaign A of the first display ad campaign performed better than Campaign B due to its clearer image and messaging.
- For the video campaign, Campaign B performed better than A, generating more clicks and conversions through its use of long-tail keywords.
- Certain keywords like "ad advertisement" were highly effective, receiving many clicks at a low CPC and positive ROI.
A digital marketing strategy involves building on traditional marketing strategies by using the benefits and challenges of the digital medium. It integrates online and offline tactics to achieve business goals and speak to an overall brand identity. The strategy considers factors like the market, competitors, customers and core competencies. It examines how the internet has changed traditional marketing models and determines the goals, tactics, metrics and ongoing optimization needed to create demand and exchange value with customers online.
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach consumers. The key objective is to promote brands through various forms of digital media.
Digital marketing includes Internet marketing techniques, such as
Search Engine 0ptimization (SEO)
Search Engine Marketing (SEM)
Link Building
Social Media Marketing
Display Advertising
Online Marketiong
Visit:https://www.apponix.com/Digital-Marketing-Institute/Digital-Marketing-Training-in-Bangalore.html
Social media marketing has become a strong tool to generate leads for several businesses across the globe and across industries. Check out few ways to generate lead by leveraging social media channels.
This is a project creadted during Udacity DMND program
+Created, managed, and monitored an advertising campaign on Facebook for Udacity's DMND progam.
+Project was based on signing up and selling ebook targeting USA and India.
+Generated 1263 leads in seven days on a $125 budget
+ROI of $152 with CPC of $0.06 and a reach of 157,791
The Amazon Seller PPC Presentation (Sept 2016)Danny Mac
PPC or Pay Per Click advertising is the Key to Amazon (on platform visibility) and success.
Key things covered in this presentation.
-Power PPC strategies to drive sales.
-Understanding Keywords and the role they play with PPC.
-How to use PPC to get your advertising to show almost anywhere!
-How to budget, tune and manage your campaigns.
-How to spend less and achieve more.
-We will offer you real products, real campaigns, real results and the differing strategies to employ depending upon the type of product you sell
-Broad Match, Phrase Match, Exact Match demystified, bid+ explained, competing keywords, competing products, click fraud and more tabled and dealt with.
This document provides guidance on creating an effective email marketing strategy in 6 steps:
1. Define email marketing as permission-based communications to build relationships and drive sales/retention.
2. Set goals for how email marketing ties into overall business strategy and lead generation.
3. Focus on building your contact list as the foundation.
4. Organize email efforts by department to ensure consistency.
5. Plan content like a newsletter calendar in advance.
6. Anticipate metrics and ROI to demonstrate email marketing's bottom line impact.
Facebook marketing is a training course taught by digital marketing expert Nick Bathla that covers topics like Google AdWords, search engine optimization, social media marketing, customer relationship management, and other aspects of digital marketing. The course teaches students how to master these online marketing strategies and tactics.
This is an SEO audit of udacity.com for the purpose of figuring out what additional ideas for content creation can be pursued in order to attract interested visitors for the Udacity Digital Marketing Nanodegree Program.
MAFMP - Ellen A. Saputra 22051422 - Practice of Cross-Genre in 'Modern' Holly...Ellen Saputra
This document discusses the practice of cross-genre filmmaking in modern Hollywood. It provides context on the evolution from classicism to modernism to postmodernism. Postmodernism is characterized by hybridity, with films mixing genres. Examples discussed include Alien (1977) as science fiction and horror, and Who Framed Roger Rabbit (1988) mixing live-action and animation. Famous postmodern directors like George Lucas, Robert Zemeckis, and James Cameron are noted for their hybrid films like Star Wars, Who Framed Roger Rabbit, and Titanic respectively.
Canada: Fall Colour: What to Plant | Tips from The Grounds Guys® Landscape Ma...DGCommunications
As the end of summer nears, you may be lamenting your sad landscaping situation. Most of your beautiful flowers are dying and your vegetables just aren’t as productive as the weather cools off. To extend the life of your landscape and to add gorgeous fall colours to your property, here are some examples of beauties to plant right now! Some are annuals that will only last for the season, and some are perennials that will continue to spring up year after year.
A marketing strategy is a plan to combine the right combination of the 4 elements of the marketing mix for a product or service to achieve a particular marketing marketing objectives.
Rahul Mathew from Jifflenow throws light on the essentials of a product marketing strategy. From the deck, you will gain insight on:
Overview of Product Marketing
Introduction to the Product Marketing Framework
Key Elements of Product Marketing
This marketing plan aims to attract partners for the Institute of Innovation and Entrepreneurship program over the next five years. The plan outlines strategies to target local companies and develop projects that can benefit partners. Tactics include developing an informative website and social media presence, hosting networking events, creating informational videos, and sending a monthly email newsletter to partners. Financial objectives include gaining new students and seeking funding from partners to improve projects over time. Progress will be tracked using metrics like website traffic, email response rates, and levels of partner satisfaction. The executive summary expresses the goal of increasing both student and partner numbers annually.
digital marketing - project 3 part 2 facebook campaign evaluationJyothi Reddy
Facebook campaign evaluation - description of target audience, Ad copy, Ad creatives, Ad preview, ROI calculation, Results based on Demographics, performance, placement, Adset delivery and engament
Google AdWords - An Inside Look At The World's Most Powerful Online Ad PlatformMickey Mellen
Lead by Josh Bernstein, owner of Josh Bernstein Media, this session provided a one-of-a-kind behind the curtain look into the Google AdWords interface and learn the truth behind paid search. During this session, we explored the mystery and unknown of paid search with a transparent discussion.
With over 11 years experience in the channel, Josh is known as a true expert with AdWords and has worked and consulted with some of the biggest brands near & far including JCPenney, Chick-fil-A, Toyota, Scoutmob, The Tommy Nobis Center and many others! Josh is one of Atlanta's most trusted names when it comes to Google AdWords & paid search marketing.
The document evaluates several display ad and video campaigns for marketing an online course. It provides statistics on clicks, impressions, CTR, CPC, costs, conversions and ROI for each campaign and ad. Some key findings include:
- Campaign A of the first display ad campaign performed better than Campaign B due to its clearer image and messaging.
- For the video campaign, Campaign B performed better than A, generating more clicks and conversions through its use of long-tail keywords.
- Certain keywords like "ad advertisement" were highly effective, receiving many clicks at a low CPC and positive ROI.
A digital marketing strategy involves building on traditional marketing strategies by using the benefits and challenges of the digital medium. It integrates online and offline tactics to achieve business goals and speak to an overall brand identity. The strategy considers factors like the market, competitors, customers and core competencies. It examines how the internet has changed traditional marketing models and determines the goals, tactics, metrics and ongoing optimization needed to create demand and exchange value with customers online.
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach consumers. The key objective is to promote brands through various forms of digital media.
Digital marketing includes Internet marketing techniques, such as
Search Engine 0ptimization (SEO)
Search Engine Marketing (SEM)
Link Building
Social Media Marketing
Display Advertising
Online Marketiong
Visit:https://www.apponix.com/Digital-Marketing-Institute/Digital-Marketing-Training-in-Bangalore.html
Social media marketing has become a strong tool to generate leads for several businesses across the globe and across industries. Check out few ways to generate lead by leveraging social media channels.
This is a project creadted during Udacity DMND program
+Created, managed, and monitored an advertising campaign on Facebook for Udacity's DMND progam.
+Project was based on signing up and selling ebook targeting USA and India.
+Generated 1263 leads in seven days on a $125 budget
+ROI of $152 with CPC of $0.06 and a reach of 157,791
The Amazon Seller PPC Presentation (Sept 2016)Danny Mac
PPC or Pay Per Click advertising is the Key to Amazon (on platform visibility) and success.
Key things covered in this presentation.
-Power PPC strategies to drive sales.
-Understanding Keywords and the role they play with PPC.
-How to use PPC to get your advertising to show almost anywhere!
-How to budget, tune and manage your campaigns.
-How to spend less and achieve more.
-We will offer you real products, real campaigns, real results and the differing strategies to employ depending upon the type of product you sell
-Broad Match, Phrase Match, Exact Match demystified, bid+ explained, competing keywords, competing products, click fraud and more tabled and dealt with.
This document provides guidance on creating an effective email marketing strategy in 6 steps:
1. Define email marketing as permission-based communications to build relationships and drive sales/retention.
2. Set goals for how email marketing ties into overall business strategy and lead generation.
3. Focus on building your contact list as the foundation.
4. Organize email efforts by department to ensure consistency.
5. Plan content like a newsletter calendar in advance.
6. Anticipate metrics and ROI to demonstrate email marketing's bottom line impact.
Facebook marketing is a training course taught by digital marketing expert Nick Bathla that covers topics like Google AdWords, search engine optimization, social media marketing, customer relationship management, and other aspects of digital marketing. The course teaches students how to master these online marketing strategies and tactics.
This is an SEO audit of udacity.com for the purpose of figuring out what additional ideas for content creation can be pursued in order to attract interested visitors for the Udacity Digital Marketing Nanodegree Program.
MAFMP - Ellen A. Saputra 22051422 - Practice of Cross-Genre in 'Modern' Holly...Ellen Saputra
This document discusses the practice of cross-genre filmmaking in modern Hollywood. It provides context on the evolution from classicism to modernism to postmodernism. Postmodernism is characterized by hybridity, with films mixing genres. Examples discussed include Alien (1977) as science fiction and horror, and Who Framed Roger Rabbit (1988) mixing live-action and animation. Famous postmodern directors like George Lucas, Robert Zemeckis, and James Cameron are noted for their hybrid films like Star Wars, Who Framed Roger Rabbit, and Titanic respectively.
Canada: Fall Colour: What to Plant | Tips from The Grounds Guys® Landscape Ma...DGCommunications
As the end of summer nears, you may be lamenting your sad landscaping situation. Most of your beautiful flowers are dying and your vegetables just aren’t as productive as the weather cools off. To extend the life of your landscape and to add gorgeous fall colours to your property, here are some examples of beauties to plant right now! Some are annuals that will only last for the season, and some are perennials that will continue to spring up year after year.
Waikato philanthropy series workshop 3 finalKatefnz
The document summarizes a workshop for funders on more effective philanthropy. It discusses the need for funders to better understand communities by visiting grantees and communities. It also addresses selecting funding through less restrictive grants, multi-year funding, and proportional application processes. The workshop explores understanding impact through conversations on accountability and collaborating to assess long-term impact. Finally, it discusses building relationships through long-term trust-based funding, collective impact, and collaborations between funders. The goal is for funders to hear perspectives on improving how they understand communities, structure funding, and work with grantees and each other.
Feet on the Ground and Phis in the Sky by Dani Barto (1)Dani Barto
This document discusses the history of Phis in aviation since the 19th century. It then describes how John Fazzini, a Florida Alpha '66 alum, created a LinkedIn group called the Phi Delta Theta Aviation Group in 2012 to help Phis in the aviation industry connect and network. The group has grown to over 130 members who share job opportunities and advice. It has helped foster reunions and connections between brothers. The group administrators encourage all Phis involved in aviation to join.
1. Dokumen tersebut membahas tentang pengelolaan pasar tradisional dan upaya untuk meningkatkan daya saingnya dengan pasar modern.
2. Beberapa faktor yang mempengaruhi daya saing pasar tradisional diantaranya kondisi fisik yang kurang terawat dan kurangnya sistem pengelolaan yang memadai.
3. Dokumen tersebut juga membahas strategi yang dapat dilakukan untuk meningkatkan daya saing pasar tradisional se
This document is the April/May 2015 issue of the newsletter for Westhampton Baptist Church. It includes information about upcoming Holy Week and Easter services, notes from the pastor, announcements from the parish nurse, the church calendar and birthday list for April and May.
Canada: Creating a Beautiful Spring Lawn | Tips from The Grounds Guys®DGCommunications
As the weather warms, you may be excited to revive your dormant lawn and start gardening. Maybe you’ve been envious of your neighbour’s grass and flowers for a few seasons, and now you’re ready to learn the tricks for creating beautiful spring colour on your own property. Here’s what your lawn and garden need to look their best this year.
Tugas praktikum simulasi dan komputasi pertambanganFadli Daud
Tugas ini meminta mahasiswa merancang desain tambang terbuka dengan membuat peta topografi awal, peta rancangan penambangan, dan hasil sayatan berdasarkan spesifikasi yang diberikan seperti jarak antar crest, tinggi jenjang, dan grade. Mahasiswa diharuskan mengerjakan sendiri dan jujur.
This document summarizes the benefits of studying abroad. It discusses how study abroad has evolved from being reserved for the wealthy to being more accessible through scholarships. Studying abroad develops skills valued by employers such as adaptability, intercultural communication, problem solving, and independence. Employers recognize these skills in candidates with international experience. The document promotes studying abroad as a way for students to gain a global perspective and skills for today's workforce.
The document discusses the views and priorities of young Indians. It mentions their enthusiasm for technology and their desire for freedom in education and career choices. Some of the key issues identified are overpopulation, lack of employment opportunities, pollution and corruption. Young Indians want to see reforms in the education system, better healthcare to make India disease-free, and a reduction in corruption so future generations do not have to deal with its negative effects. The document stresses that while they seek financial success, young Indians should not lose sight of love and care.
The document discusses and debunks 5 common myths about hearing aids. Myth 1 is that hearing aids are not effective, but a study found they significantly improved speech recognition and reduced communication problems. Myth 2 is that hearing aids are big and bulky, but they now come in various small, nearly invisible sizes. Myth 3 is that hearing aids are too expensive, but they range in price depending on features and most patients feel the benefits are worth the cost. Myth 4 is that hearing aids can be bought online more cheaply, but they need to be professionally fitted to individual hearing needs. Myth 5 is that hearing aids are uncomfortable and hard to use, but digital aids are easy to use and can even be controlled by phone.
This info was obtained for the sole purpose of helping my alliance from Aderik @ http://www.slideshare.net/Aderik?utm_campaign=profiletracking&utm_medium=sssite&utm_source=ssslideview
This document provides guidance on setting up and optimizing a LinkedIn Text Ad campaign. It covers defining campaign goals, naming the campaign, targeting the right audience, setting a budget and time period, and designing ad creative. For targeting, it recommends starting broadly and then testing more specific options like job title, company, location. It also suggests testing different targeting combinations. For budgeting, it defines key terms and recommends focusing spend on weekdays when traffic is highest.
This document provides an overview of how to use targeting options on LinkedIn to reach specific professional audiences. It discusses the various targeting filters available, including demographics, interests, company details, job experiences, education and skills. It recommends pairing multiple targeting criteria to refine audiences, and emphasizes testing broad versus narrow targeting. The goal is to help advertisers understand LinkedIn targeting and optimize their strategies for higher engagement and conversion rates.
This document discusses best practices for using LinkedIn to target B2B audiences. It recommends setting clear objectives, identifying the target audience, and personalizing content for that audience. It also suggests using LinkedIn's core targeting categories of seniority, function, industry and company size. Businesses should test different targeting strategies and routes to find what works best. Being creative can help campaigns stand out and engage audiences on the competitive LinkedIn platform. Using LinkedIn's campaign groups also allows organizing targeted campaigns.
Reach your audience: Targeting on LinkedInLuiz Navarro
Targeting on LinkedIn allows you to reach a professional audience using a variety of options including experience, company, education, and interests. Experience can be targeted by job function, title, seniority, and years of experience to reach professionals with specific expertise. Company targeting options include industry, company name, and company size to reach employees of key accounts. Education targeting uses school, degrees, and fields of study. Interests are targeted using member interests and groups. Combining multiple targeting options helps create an effective audience.
This document provides an optimization guide for LinkedIn advertising campaigns. It discusses best practices for creating multiple campaigns to test different audiences, ad creatives, and landing pages. It also covers optimizing bids, tracking performance metrics, and addressing common issues like low click-through rates or leads. The goal is to continuously test and refine campaigns to improve results and drive conversions.
This document provides an optimization guide for LinkedIn advertising campaigns. It discusses best practices for creating multiple campaigns to test different ad variations, audiences, and elements. It also covers optimizing targeting, bids, landing pages, and tracking performance. Common challenges advertisers may face like low click-through rates or leads are addressed, with suggestions like refining targeting, improving creative, and adjusting bids. The overall goal is to learn how to continuously improve results and find the right customers through testing and optimization.
This document provides guidance on optimizing advertising campaigns on LinkedIn. It discusses creating multiple campaigns to test different ad variations, audiences, products or services. It also covers optimizing targeting, creative elements like images and copy, bids, landing pages, and tracking performance. Common challenges advertisers may face include not getting enough impressions or clicks, and suggestions are provided such as broadening targeting or refining creative. The overall aim is to continuously test and improve campaigns to maximize results.
This document provides guidance on optimizing advertising campaigns on LinkedIn. It discusses creating multiple campaigns to test different ad variations, audiences, products or services. It also covers optimizing targeting, creative elements like images and copy, bids, landing pages, and tracking performance. Common challenges advertisers may face include not getting enough impressions or clicks, and suggestions are provided such as broadening targeting or refining creative. The overall aim is to continuously test and improve campaigns to maximize results.
LinkedIn's Brand and Demand Playbook provides guidance on using LinkedIn for both brand awareness and demand generation campaigns. It recommends a balanced approach of 60% branding and 40% direct response. The playbook outlines LinkedIn's targeting capabilities and ad formats that can be used at different stages of the buyer's journey. It also provides examples of how brands like BambooHR and VMware have successfully used LinkedIn to build awareness, drive engagement, and increase conversions.
This document provides a summary of LinkedIn's Brand and Demand Playbook. It discusses how brands can balance both brand awareness and demand generation marketing to optimize performance across the buyer's journey. The playbook recommends allocating 60% of marketing budget to brand activities and 40% to demand/performance activities. It also outlines LinkedIn's various targeting and ad formats that can be used at different stages of the buyer's journey, from awareness to consideration to conversion. The playbook is intended to help marketers spark awareness, engage, and convert their target audiences on LinkedIn.
The most successful LinkedIn campaigns are tested, refined
and optimized over time. With diligence, you can find a more
relevant audience without sacrificing reach. Here’s what you can do to get the most out of LinkedIn’s targeting capabilities.
Discover how you can reach the audiences that matter most to your businessBlack Marketing
With more than 400M members, LinkedIn is home to the world’s largest network of engaged and educated professionals that come to LinkedIn to share, learn, and connect with one another. Discover how you can reach the audiences that matter most to your busines with valuable content and relevant messages.
Live Webcast: Demystifying Targeting on LinkedInLinkedIn
The document provides an overview of targeting capabilities on LinkedIn. It discusses how LinkedIn members can be targeted based on profile information like title, company, skills, groups, and more. It also discusses targeting best practices like keeping targeting broad for awareness campaigns, testing different audiences and creatives, and aligning measurement with goals. The document uses examples to illustrate how targeting can be leveraged for various LinkedIn marketing tactics and account-based marketing.
Cheat Sheet Guide to Setting Up Successful LinkedIn Ad CampaignsTodd Hentnick
This guide will help you get a grip on your LinkedIn ad campaigns - covering targeting, your offer, image creation, ad copy, budgeting, and performance evaluation.
A 2020 Report. At Master Degree Level. Over 25 who have attended the UK To...Brian Fairbrother
This report compares the audience sizes that can be targeted for a social media campaign on LinkedIn, Facebook, and Instagram for people over 25 who attended one of the UK's top 20 universities. The data shows that LinkedIn is better than Facebook and Instagram for targeting by academic interests and level due to more users providing this information on their profiles. While all platforms have limitations, LinkedIn remains the strongest for academic targeting and recruiting campaigns in education and employment sectors.
There are various ways you can spend your digital advertising budget; but, have you considered LinkedIn? With its unique ability to reach an audience by targeting their professional identity, LinkedIn advertising is a great choice for many B2B marketers. Cheryl Rodrigues, through the presentation provides you with a simple, step-by-step guide on how to create your first LinkedIn ad campaign and how to optimize your business with it.
This document provides a marketing plan for a new business called Corporate Services by S&C Limited that will provide various services including company secretarial services, annual filings, tax administration, data entry, legal documentation, bookkeeping, and financial management reports. The target market is large and small businesses. The plan outlines competitive research, pricing details, advertising strategies including a website and social media, and goals of increasing brand awareness, engagement, and generating qualified leads.
Discover the benefits of outsourcing SEO to Indiadavidjhones387
"Discover the benefits of outsourcing SEO to India! From cost-effective services and expert professionals to round-the-clock work advantages, learn how your business can achieve digital success with Indian SEO solutions.
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Understanding User Behavior with Google Analytics.pdfSEO Article Boost
Unlocking the full potential of Google Analytics is crucial for understanding and optimizing your website’s performance. This guide dives deep into the essential aspects of Google Analytics, from analyzing traffic sources to understanding user demographics and tracking user engagement.
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2. Table of contents
Why Should I Advertise on LinkedIn?
What Is LinkedIn?
Conversion Tracking & Business Account
Cheat Sheet
Frequently Asked Questions
Campaign Name
STEP
02
Campaign Goals
STEP
01
03
04
05
07
Targeting
STEP
03 09
Budget & Time Period 20
STEP
04
Creative Assets
STEP
05
Tracking Results
STEP
07
Ad Approval
STEP
06
25
30
linkedin.com/ads | 2
32
34
39
40
3. What is LinkedIn?
LinkedIn is the world’s largest professional
network, with members from hundreds of
countries and territories.
LinkedIn members are active, influential
professionals in a business frame of mind. They
use LinkedIn to learn about new products and
services, keep up with industry trends, research
companies, network with peers, and conduct
business.
So whether your objective is to reach influential
decision makers at companies or affluent
consumers, advertising on LinkedIn is a great
way to drive new leads to your company.
LinkedIn members drive
business decisions
4 5OUT
OF
of members are senior-level
executives (and above)
39%
of members are responsible
for managing budgets
28%
linkedin.com/ads | 3
4. Why should I
advertise on LinkedIn?
What account should I use for ads?
A business account allows you to separate ads and billing information from your personal
LinkedIn account and share business account access with other team members.
Multiple languages
Ads can be written in any of
the languages supported by
LinkedIn, and can be shown to
members in most countries.
High traffic pages
Our agile platform lets you
create and place ads on high-
traffic pages of LinkedIn.com
within minutes.
Target with precision
We make it easy to reach
your ideal audience without
wasting impressions or clicks.
linkedin.com/ads | 4
Performance based
LinkedIn Ads is an easy-to-use,
self-service, performance-
based advertising solution.
6. Define your
campaign goals
For any ad campaign to be successful, you need
to understand your business goals.
Are you trying to build brand awareness, drive
traffic to your website, or get new leads? The
clearer and more specific your goals are, the
more compelling your ad campaigns will be.
Your campaign goals will directly affect how
much you want to spend, who you want to
target, and what creative assets and messaging
you need to develop.
STEP
01
Imagine you’re ProStock*
, a small accounting software
company, that wants to sell software subscriptions. What
would your campaign goals be? The software is pretty
expensive, so your best bet is to gather and nurture leads –
then turn them into customers over time.
ProStock’s campaign goals are focused on driving leads in
two ways:
1. Offering free trials of their software
2. Providing educational material on the benefits of using
accounting software.**
ProStock Example
*
Fictional customer
**
A lead would need to fill out a form in order to download the material
linkedin.com/ads | 6
7. Now that you’ve thought about
your campaign goals, let’s
create a campaign name.
8. STEP
02Create a
campaign name
Your customers won’t see the name – it’s just for you.
Choose a descriptive name that reflects the goals you’re
hoping to achieve.✓
If you’re just starting out, we suggest creating a name
that reflects your target audience. Make it super easy to
understand and remember!✓
When you have a lot of campaigns to keep track of,
having a clear naming system will keep you organized.✓ For example, one of ProStock’s campaigns
is called “Software Trial North America
Accountants.”
ProStock Example
linkedin.com/ads | 8
9. Next up, targeting your ads,
where we’ll cover personas,
filters, and testing.
10. Develop your
targeting persona
Who should you target?
When choosing target options, start by
narrowing down your target audience to LinkedIn
members who are likely to be interested in what
you offer. Here are some things to consider when
thinking about your target audience:
STEP
03
Do they have specific job functions?
Do they have certain skills?
Where are they located?
Do they work in a certain industry?
Do they belong to certain LinkedIn Groups?
ProStock
Using personas to picture your audience
Put yourself in the shoes of your target audience by creating
a persona. ProStock, as an accounting software company,
would have a sample customer like this:
Mark Smith
Age 45
Title Accounting Director
Company ABC Investing Corp.
Location San Francisco Bay Area
Professional interests
Entrepreneurship, Leadership,
Finance/Accounting, Investing
linkedin.com/ads | 10
11. STEP
03Choose your
targeting filters
Who should you target?
You can filter your target audience by criteria such
as: job title, job function, industry, geography, age,
gender, school, skills, company name, company size, or
membership within specific LinkedIn Groups.
✓
As you select your target options, we’ll show you an
estimate of the audience size you’ll be able to reach.✓
To start out, we recommend having at least 100,000
members per target group so you don’t miss out on
unexpected opportunities.✓
linkedin.com/ads | 11
You’ll want to avoid gender and age
targeting until you get the hang of
the system and learn a little more
about what works for your business.
• Geography
• Company name
• Industry
• Company size
• Job Title
• Job function
• Seniority
• School
• Skills
• Age
• Gender
• Groups
Targeting Filters
12. STEP
03
Targeting
by geography
Choose who sees your ad based
on where they live or work.
Start by choosing at least one geographic
location for your campaign.
Select geographies based on where your
leads or customers are located.
You can target up to 10 regions,
sub-regions, or countries.
Use information you know about your
prospects to develop thoughtful targeting –
but don’t go so narrow that you miss other
opportunities by casting too small of a net.
If your products or services are applicable to members all
over the world, you can select all regions. However, for
higher engagement we recommend you focus only on those
audiences who are most likely to be interested.
Note
linkedin.com/ads | 12
13. STEP
03
Company by name Company by categoryor
Targeting
by company
When you target by company, you can select:
If the product or service that you’re offering could appeal to employees at a particular company, you may want to target
by company name.
When you enter the name of a company you’d like to target, we’ll automatically suggest similar companies that you
could target as well.
Keep in mind that this is a very specific targeting method, and that we only recommend it to those who feel comfortable
going very narrow. Even in cases where you want to target a specific company, we recommend you also include some
“similar” companies to your campaign. Including similar companies will give you a better chance at getting impressions
and clicks.
Company by name
✓ ✓
linkedin.com/ads | 13
14. STEP
03
linkedin.com/ads | 14
Targeting
by company
Company by category
If you’re new to online advertising, still refining your target audience, or want to scale campaigns, this
broader targeting option is recommended for you. You can choose from company size and/or industry.
Target LinkedIn members based on the size of the
company they work for.
You can target companies with as few as one employee or
as many 10,000+ employees.
Some companies choose not to identify their size, so we
recommend testing out targeting to both “all sizes” and
your “target size.” Your results will show which works best
for your campaigns.
Company Size
Target based on your audience’s industry.
Choose broad industry categories or get more specific
with industry subsets. There are over 17 categories to
choose from.
Industry
Different industries may use different terminology so
consider creating separate campaigns and ad copy for
each industry you’re targeting.
15. STEP
03
Job by Title
When you enter a specific job title, we’ll suggest similar
titles for you to target.
Because different companies have different titles for the
same jobs, try using additional words in the job title.
LinkedIn will help you by suggesting additional titles.
If you know the job titles for the audience you’d like to
target, this is a good option for you.
If you’re looking for an Account Manager, also try targeting a Senior
Account Manager, Junior Account Manager, Director of Accounts,
Account Strategist, and so on.
Example
linkedin.com/ads | 15
You can target up to 100 similar job titles in a single
campaign, so the more you choose, the broader your
ad’s reach.
Job Title Job Function and/or seniority
Targeting by job
When you target by job title, you can select:
✓ ✓or
16. STEP
03
Targeting by job
Job by Function and/or Seniority
Job function and seniority are two job title
categories you can use to hone your targeting.
Seniority
If you’re trying to target professionals with a certain level
of professional experience, you may want to try targeting
by seniority.
Since LinkedIn is a professional network, members don’t
list age on their profile. We recommend targeting by
seniority instead of age.
Job Function
Target by job function if you want to show your ad to
members in a specific job discipline. You can choose up
to ten job functions.
If your offering could appeal to multiple job functions,
consider creating separate campaigns with ads tailored
to each function.
linkedin.com/ads | 16
Job function, seniority, and industry can be combined for
more accurate targeting.
17. STEP
03Targeting by Groups
Since over 80% of our members belong to at least one
group, targeting by Groups is an effective way to reach an
already highly engaged audience.
Get started searching for groups using the
LinkedIn Groups Directory:
www.linkedin.com/search-fe/group_search✓
Next, try testing a campaign just for Groups.
Target as many groups as possible with a
common theme and highlight that theme in
your ad copy.
✓
Since the autocomplete doesn’t pick up
ALL relevant groups when you enter a
certain word, it helps to experiment with
multiple word combinations.
The bigger and more aligned your overall
target audience, the better the chance
your ad will get multiple clicks.
✓
✓
linkedin.com/ads | 17
You don’t have to be a part of the same LinkedIn Groups
as the members you want to target in your campaigns.
18. STEP
03
Because LinkedIn is a professional site, many members choose not to
list personal information such as age and gender on their profiles. We
recommend focusing on other targeting options instead.
Gender and Age
Target by a single school or many.
If you’re offering a GMAT prep course in the New York Area, for
example, you may choose to target members at schools like Columbia
University and New York University.
Schools
Reach LinkedIn members on other websites. Go to help.linkedin.com
and search “LinkedIn Audience Network” to learn more.
LinkedIn Audience Network
Imagine you’re organizing a developer conference in your area. You
may want to target professionals who have skills like HTML, CSS,
Javascript, or Flash listed on their profile.
Call out the skills you’re targeting in your ad copy.
Skills
Select from one of our many supported languages for your ad
campaign so you can target say, French speakers, no matter where
they’re located.
You’ll need to write your ad copy in the language you’ve selected.
Otherwise, we won’t be able to run your ad campaign.
Ad Languages
Targeting: More options
linkedin.com/ads | 18
Once you’ve submitted your campaign for review, it’s no
longer possible to change the language of the ad.
19. Test and iterate
When you’re feeling comfortable running
campaigns, and are generating enough click
volume to measure performance, try testing
different targeting criteria. This way you can see
which combination of targeting filters is the most
effective in generating clicks and conversion.
Here are some suggestions along with examples
based on ProStock’s typical customer persona,
Mark Smith.
STEP
03
ProStock Example
ProStock Example
Try each targeting option as its own campaign. Once you
know which target works best, you can start optimizing for
that target.
Campaign 1. Geography (North America)
Campaign 2. Industry (Accounting)
Campaign 3. Groups (Finance)
Go a step further and create different targeting combinations
to see if a particular pairing performs better than others.
Campaign 1. Geography + Industry
Campaign 2. Geography + Groups
Campaign 3. Industry + Groups
linkedin.com/ads | 19
Using 2+ targeting criteria can increase your
performance by up to 10% according to our
internal LinkedIn analysis. Keep in mind your
own campaign performance could vary.
20. We’ve covered a lot of
ground related to targeting.
Let’s move on to budgeting.
21. Setting a budget
& time period
You can control your advertising costs by setting
a daily maximum and total budget. Plus, you
only pay for performance, which means you only
pay when you receive clicks or impressions.
For additional flexibility, you can log in to the
LinkedIn Ads Dashboard at any time and switch
your campaigns on or off.
STEP
04
What’s a click, impression, CPC, or CPM campaign?
You can learn about these terms on page 23.
Some things you’ll want to decide:
The total budget you want to invest in your
LinkedIn Ads campaign.
The total number of campaigns you want to
create based on your total budget.
Your daily maximum, which is the amount you
want to spend per day.
Whether you want to run a CPC or CPM
campaign, and how much you’re willing to bid.
Whether you want your campaign to run
continuously or for a specific period of time.
linkedin.com/ads | 21
22. STEP
04
Bid & budget details
The minimum CPC bid (cost per click) is $2.00
per click.
The minimum CPM (cost per 1,000 impressions)
bid is $2.00 per thousand impressions.
There is a $5 deposit the first time you use
LinkedIn Ads, which covers the initial clicks/
impressions that result after the ad has been
approved and posted. Once the $5 credit is
depleted, you will be billed periodically for the
clicks or impressions that your ad incurs.
Note
Although we turn off your advertisement for the day once
your daily budget is reached, the change isn’t instantaneous.
You will be charged for clicks or impressions that are
delivered during that time; sometimes this number is up to
20% over your daily budget.
linkedin.com/ads | 22
23. STEP
04Here are some terms
you might find helpful
Clicks are exactly what you think – when a visitor actively clicks on your
ad.
Impression refers to when your ad is shown to a LinkedIn member.
Bid Price is the amount you’re willing to pay LinkedIn every time
someone clicks on your ad or every time your ad shows 1,000 times.
We’ll provide a Suggested Bid Range to help you choose the best
possible bid price. The range represents an estimate of the competing
bids by other advertisers for your target audience.
If you’re just getting started with LinkedIn Ads, we suggest you enter
a bid that’s within or above the Suggested Bid Range. In general, the
higher you bid, the more likely you are to get impressions and clicks.
Daily Budget is the amount you’re willing to spend per day. To set
your daily budget, multiply your CPC or CPM bid by the number of
clicks or impressions that you’d like to receive each day.
For example: If you want 1,000 clicks each day and want to spend no
more than $3 per click, you’ll want to set your daily budget at
$3,000/day.
Payment Methods
CPC is cost per click. You’ll only get charged when someone clicks on
your ad.
For CPC, if your maximum bid is $3.00 per click, you’ll be charged less
than or equal to $3.00 every time your ad receives a click. If your ad
doesn’t receive any clicks, you won’t be charged. Bid your maximum
CPC because your actual CPC will be lower.
CPM is cost per thousand impressions, so you’ll be charged. Every
time we show your ad 1,000 times.
CPM is a good option if you care more about the number of times your
ad is shown, versus clicks received. This is a good choice for campaigns
with brand awareness goals.
We generally only recommend this type of bidding option for people
with experience advertising on a CPM basis.
linkedin.com/ads | 23
Most people visit LinkedIn on weekdays, so focus your
budget on those days.
24. STEP
04
Lead collection
Lead collection is ideal for advertisers whose goal
is to generate quality leads. This feature enables
you to collect leads directly through your ad
campaign.
When you activate this feature, members who
click on your ad will be taken to your landing page
where they can click on a button to request being
contacted by you.
Each time a member clicks on the button, you’ll
see their name, headline, and a link to their
LinkedIn profile. You’ll then be able to contact this
person directly via InMail. Members also have the
option of sharing their email address with you.
linkedin.com/ads | 24
ProStock’s Website
Banner from LinkedIn for lead collection✓
25. Got the basics of budgeting?
Now, let’s start designing your
ad creative.
26. STEP
05
Deciding on
creative assets
Ads that perform best are relevant to the
target audience and are written with clear, and
compelling language.
Try writing different variations of ad copy to
determine which version speaks more to your
audience. To create a new version of your ad, with
the same target audience, click “Add a variation”
and you’ll see a new creative box to fill out.
Note: Your ad may be shown as a text only
version in locations such as the top of the LinkedIn
homepage.
linkedin.com/ads | 26
Close Your Books Faster
Accounting software for small &
midsize companies. Get a free
30 day trial.
www.prostock-company.com
ProStock has 1,680 followers on LinkedIn
Image
50x50 pixel image
Headline
Up to 25 characters
From
Your name or company
URL
You can choose to send members to
your website, a specific landing page,
or a LinkedIn Company Page.
Description
Up to 75 characters
Choose words that grab the attention of your
target audience. Give LinkedIn members a
reason to click through by highlighting special
offers, unique benefits, downloadable white
papers, free trials, or product demos.
27. STEP
05Here are some tips
for creating great ads
Rotate in new creatives at least once a month.
Make sure text is concise and easy to read.
Clearly list the benefits of your products and services.
Include an image to grab your audience’s attention.
Ads with images perform significantly better than those without.
Images with bright colors are more likely to catch the attention of your
audience.
We’ve seen a 20% lift in CTR when ads include an image.
Include a strong call to action, such as “Try,”
“Download,” “Sign up,” or “Request a Quote.”
Words and phrases that encourage action and urgency tend to perform
well.
Double check your landing page
Make sure your landing page (the place where someone goes when
they click) matches your ad.
Create 3-4 variations of your ad per campaign.
Test images, text, and call-to-action phrases to see what works best
with your audience.
Speak directly to your target
audience through your headline and text.
For example, if you’re targeting finance professionals, include relevant
job titles or the word “finance” within the ad.
Use industry-specific language that customers can relate to.
linkedin.com/ads | 27
28. STEP
05Creative assets:
Common mistakes
Not including an image
Use an eye-catching image that describes your product or service.
Only using one creative
Be sure to use at least two creatives so you can test out variations
of your ad. For example, try re-framing your headline as a question
or referencing the audience in the headline.
Not showing the “best” creative more often
Once you have multiple creatives in your campaign, select the
“optimized” strategy in your Ads dashboard, which automatically
selects the best performing versions and shows those over under-
performing versions.
Using only one targeting criterion
Consider using 2-3 targeting criteria, such as “Geography” and
“Job Function.”
Not including a call to action or
offer in the body or headline of the ad
One way to improve your ad is to grab your audience’s attention
with key phrases in your ad’s headline such as “Try Now,”
“Download,” or “Free for 30 days.”
linkedin.com/ads | 28
✓
✓
✓
✓
7 7
7
7
7
7
Fully capitalizing your ad or repeating punctuation
No one wants to be yelled at – unfortunately, that’s what all caps
and lots of exclamation points feel like to your readers. Instead,
try using normal punctuation and use exclamation points in
moderation.
✓
✓
29. STEP
05Creative assets:
Designing your ad
Here are two ads that ProStock (our accounting software
company example) could write for their target audience.
Review the advertising guidelines for details on what’s acceptable to include in your ad.
Effective
Headline draws attention of the target customer
Description identifies the product
Ends with a strong offer
Less Effective
Headline too generic
Image not relevant to the products offered
linkedin.com/ads | 29
Close Your Books Faster
Accounting software for small &
midsize companies. Get a free
30 day trial.
www.prostock-company.com
ProStock has 1,680 followers on LinkedIn
Improve Your Productivity
Innovative accounting software. Easy,
secure, robust – Switch to us today.
ProStock has 1,680 followers on LinkedIn
31. STEP
06
Getting your
creative approved
After you create and submit your ad, our team will
automatically review your creative to make sure it
meets our Ads Guidelines. You don’t have to do
anything.
During this review period, your ads won’t be shown
on LinkedIn. You don’t need to take any further
action while your ad is under review. It will be
turned on once it’s been approved (usually within
24 hours).
linkedin.com/ads | 31
33. Tracking results
Track how your campaigns are performing using
the LinkedIn Ads Dashboard. From here you can:
STEP
07
Track the number of clicks and impressions
you’ve received at any given time.
Track click through rates (CTR)
The more relevant and interesting your ad is to
your target audience, the higher your CTR will
be. The higher your CTR, the more times your
ad will be shown.
In general, a good CTR is 0.030% or greater.
Monitor CPC and total spend.
You may bid higher to get more impressions.
Let all ads run to see which perform the best for
each campaign, then pause the ones that are
not performing as well. This will help the system
show your best ads as often as possible.
Turn ads or campaigns On and Off based on
how they are performing.
linkedin.com/ads | 33
34. Great! You’re on your way to getting
great results with LinkedIn Ads.
Before you go, here are some bonus
topics you might want to review...
35. Business
account overview
We recommend you create campaigns with
a business account instead of your personal
LinkedIn account.
A business account allows you to separate
ads and billing information from your personal
LinkedIn account and share business account
access with other team members. Here’s why
it’s a good idea to have a dedicated business
account:
To learn more about our business accounts, please
read the “Business Accounts (PDF)” found on
linkedin.com/ads.
linkedin.com/ads | 35
Managing campaigns for multiple clients on your
personal account is not recommended
The ads can’t be shown at the same time, in the same placement.
The ads will compete for ad unit vs. ad impression.
Performance and optimization triggers of your ads will blend across all
of your campaigns.
Client Account Client
Having a business account to manage multiple
campaigns and clients is highly recommended
Ads will compete for each ad impression in an optimal manner.
Client campaign performance will remain independent between your
various clients.
Performance will be optimized for each of your clients.
Account ClientAccountClient
36. Here are a few more reasons why it makes
sense to create dedicated business accounts
Multiple users can access a single business account.
✓
You can create multiple business accounts (you can
only create one personal LinkedIn Account).✓
Business accounts are conveniently associated with a
specific Company Page on LinkedIn.✓
Business accounts don’t have profiles or network
connections, and cannot be found in search.✓
To start a business account
1. Go to your LinkedIn Ads dashboard.
2. Click on the dropdown menu under your name in
the top right of the page.
3. Select “Create Business Account.”
linkedin.com/ads | 36
37. Monitoring
conversion rates
Why is conversion important and how can you
track it?
Let’s start with a definition. What’s a conversion? A
conversion is simply the event that you’re tracking,
like sales or the number of leads your campaign
generates. Your conversion rate is the percent of
new leads or customers you were able to get out
of the number of visitors that your ad drove to your
website.
linkedin.com/ads | 37
ProStock Example
This week ProStock had 100,000 impressions (which means
that their ad was seen 100,000 times). Their CTR was 0.025%,
which means that 25 people clicked on their ad and landed
on their landing page. Now, this is the point in the process
where LinkedIn tracking stops and your conversion tracking
begins.
By using tools such as Google Analytics, ProStock can
now see that of the 25 people who came to their site from
LinkedIn, 5 subscribed for a free trial of their software. That
means that this week’s conversion rate was 20% (5 divided by
25).
38. Monitoring
conversion rates
It’s critical that you know how many actual
customers you managed to get from your ad
campaigns. And since you’re probably running a
variety of marketing programs, you want to know
which marketing channels are working best for
you.
So if you don’t have one, go out and get a
website analytics solution that can help you track
conversion.
Regardless of which tools you choose –
conversion tracking tools are a great investment
so that you have visibility into which marketing
channels are working for your business.
If you want more information on conversion
tracking, check out our LinkedIn Ads
Optimization Guide.
linkedin.com/ads | 38
39. Cheat sheet for creating ads on LinkedIn
Go to linkedIn.com/ads and click “Start Now”
Strategic elements For each ad you plan to create (see page 25)
Decide on your campaign name (see page 7)
Choose your landing page and destination URLDetermine your campaign goals (see page 5)
Choose a 50x50 pixel square image
Decide on your target audience & targeting criteria
(see page 9)
Add a 25-character headline for your ad
Think through your budget and campaign dates
(see page 20)
Add a 75-character description
Analysis and tracking
Set up your conversion tracking tools (see page 34) Monitor your performance and optimize your campaign
linkedin.com/ads | 39
40. Frequently
asked questions
Where will my ads appear?
Your ads will be eligible to appear in various positions on a variety of
prominent pages on me Linkedln.com website, such as the following:
linkedin.com/ads | 40
How does the auction work?
You set a bid for each of your campaigns. A real-time auction is run
each time a Linkedln user visits a page that contains an ad unit. If
the user falls into your targeting options, your ad will be entered
into this auction along with the bids of other advertisers. If you do
not enter a bid within the suggested range, your ad will be less
likely to beat other advertisers’ bids in the auction, resulting in fewer
or no impressions or clicks. Remember that the bid you choose is
the maximum you’re willing to pay, and we will discount your click
or impression so that you’re only paying the minimum necessary
to beat the advertiser below you. For example, if you bid $3 and
someone bids $2.50, we will only charge you $2.51 (1 cent more
than the next highest advertiser).
Where does Linkedln get the information used to target
members?
All of the information used for targeting is based on the information
members add to their profiles. Keep in mind that this information
isn’t personally identifiable. And you won’t be provided with any
identifying data about the specific members who view or click on
your ad.
Homepage - The page members see when they sign in to
LinkedIn.
Profile Page - The page members see when they view the profile
of another LinkedIn member.
Search Results Page - The page that displays when you search for
a member by name.
Groups - The page members see when they visit their group.
41. Using this feature will increase the volume of impressions that your
ad gets.
There’s no additional cost to run ads on the LinkedIn Audience
Network.
You can include or exclude the LinkedIn Audience Network at any
time, even after your ads have started running.
You pay the same way you do on LinkedIn.com, either via CPC or
CPM.
Additional Information about the LinkedIn Audience Network:
Frequently
asked questions
Where else can I show my ad?
In addition to showing your ad on Linkedln, you can
also show your ads through the Linkedln Audience
Network. The LinkedIn Audience Network is a
collection of partner websites that display LinkedIn
Ads on their pages. This allows you to reach the
LinkedIn members you’re targeting, even when
they’re visiting other websites. This is a good option
if you want to maximize the number of clicks and
impressions you receive. Conveniently, you’ll pay
exactly the same amount per click or impression as
you do on LinkedIn.com. (Note: CTR may vary when
ads are shown on LinkedIn and off of the network).
Here’s how it works: Suppose that you’re targeting
Linkedln members who are CEOs. If you choose to
run your ads on the Linkedln Audience Network, your
ads will be displayed to those CEOs when they visit
Linkedln and when they visit other websites in the
Linkedln Audience Network.
linkedin.com/ads | 41
42. More advertising
options on LinkedIn
LinkedIn also offers display and social advertising solutions
as part of LinkedIn Marketing Solutions. You can learn
more at marketing.linkedin.com.
linkedin.com/ads | 42
What’s the difference between LinkedIn Ads and
LinkedIn Marketing solutions?
LinkedIn Ads are self-service, performance based text ads that can
include a small image. Advertisers are able to pay on a CPC or CPM
basis.
LinkedIn Marketing Solutions are display ads (IAB-compliant) with
guaranteed inventory and delivery. The minimum campaign budget for
LinkedIn Marketing Solutions is $25K.
43. So, that’s it! Ready to get started? Great!
Go to linkedin.com/ads and click “Start Now.”
And remember – we’re always here to help! Just
visit us at our Help Center for some quick Q&A
(help.linkedin.com).