The document provides a comprehensive overview of LinkedIn advertising, covering key areas such as bidding strategies, budget management, targeting, and creative strategies for campaigns. It emphasizes the importance of optimizing ads for specific audiences, monitoring performance, and testing variations in campaigns. Additionally, it offers guidelines on ad creation, including effective copy and imagery, and the recommended bid ranges for different advertising methods.

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3. Agenda
• Key
LinkedIn
advertising
statistics
• Bids
and
budgets
• Targeting
• Creative
Calls
to
Action
(CTA)
• Optimization
• Monitoring
&
reporting

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7. Bids
&
Budgets
• 3
ads
per
campaign
• Vary
headlines,
call-­‐to-­‐action
phrases,
and
images
• You
can
create
up
to
15
different
ads
/
campaign
• Daily
budget
is
max
you
are
willing
spend
each
day
• Minimum
bid
is
$2;
LinkedIn
offers
suggestions

8. Suggested
Range
Sample
Payment
Method:
¤Pay
per
click
(CPC)
–
Recommended
Your
bid
(the
maximum
you
are
willing
to
pay
per
click)
USD
Suggested
Bid
Range:
2.14
–
2.26
USD
minimum
bid
2.00
4.00
¢
Pay
per
1,000
impressions
(CPM)
Your
Bid:
4.00
USD
Suggested
Bid
Range:
2.14
USD
–
2.26
USD
minimum
Bid:
2.00
USD

9. Targeting

10. I
need
this!

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12. Optimization
ü Bid
at
the
high
range
of
the
"Suggested
Range”
ü Continuously
review
and
adjust
your
daily
budget
ü Target
campaigns
with
only
one
or
two
criteria
to
keep
an
audience
of
150,000
to
400,000
members.
ü Follow
the
best
practices
for
PPC
ads,
but
keep
several
versions
on
hand
to
change
out.
ü CTR
is
the
most
important
thing
to
watch

13. Monitoring
&
Reporting

14. Take
Aways
1. Create
great
ads
with
powerful
copy
and
relevant
images
2. Target
your
ads
to
specific
audiences
3. Split-­‐test
different
variations
of
the
campaign
4. Spend
strategically
5. Measure
ad
performance

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