A Comprehensive Guide to LinkedIn Ad Campaigns

December 22, 2017 - Social Media
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LinkedIn is a highly valuable social tool to network with like-minded professionals. However, people do not utilize the full potential of this professional social network.

What many do not realize is that it is also a highly useful marketing platform.

You have used Facebook, Instagram and other social media tools to create targeted content and you may ask yourself whether you need another platform for this. Surprisingly yes. You have more power at your disposal with LinkedIn than you might realize.

LinkedIn has a powerful ads platform.

If you are already using techniques to spread your presence on Facebook, Twitter, or Google, consider yourself lucky as you can add LinkedIn to that list, too.

This guide is for the newbies to LinkedIn ads. This step-by-step guide to setting up your own LinkedIn ad campaign will help you in many ways.

Step 1 – Create a New Ad Campaign

To start, go to https://www.linkedin.com/ads/. Once in the ads platform, select “Create Ad.”

After that, you will be redirected to your member dashboard, where you will be prompted to add billing information to your account if.

LinkedIn does not charge you until the campaign is live. You will be charged periodically for ad clicks and different engagements.

On the dashboard, you will see an action to create a campaign. Click that button, and you will be redirected to a site where you select what kind of ad you want to create and run.

There are two types of campaigns that you can create on LinkedIn,

  1. Sponsored Content, which is used to “attract new followers to your page” and “drives engagement with company-specific content.”
  2. Text Ads, which are the budget-friendly option, but are still highly targeted.

The differences between the two are mainly visual,

This post will walk you through on how to create a Text Ad. That said, Sponsored Content is still highly valuable, and we will be talking about sponsored content in future.

If you are deciding between the two might come down to budget. Outline your priorities, and then you can choose which type works best for you.

Step 2 – Set Your Adverts Basic Parameters

Once you have selected your campaign type, you will be asked to answer a few questions, like the language in which you would like your ad to appear, etc.

You will also be asked to choose a name for your campaign. These are only visible internally, so the more informative the name, the better.

When selecting a language, remember, LinkedIn will not translate your ad into other languages, but the advertisement can be written in a supported language. You can find the set of supported languages on the dashboard page.

Step 3 – Establish the Advertisements Media and Format

Once you type in the necessary information for your ad, you will be prompted to start building it. You need to decide where you want visitors to be directed when they click on your ads like a specific LinkedIn page or a website.

You preview different ad layout options. Here are some guidelines that we would suggest.

Ad Headline

The headline of your advert cannot exceed 25 characters.

Ad Body

The body of a LinkedIn ad can be up to 75 characters long.

For best results, create a separate ad for each of your buyer personas, and tweak the copy accordingly.

A good example would be, when promoting a book to college professors, leading the title with the words, “College Professor’s Guide to” may generate a higher Call-to-Action than generic, un-targeted copy.

Call-to-Action (CTA)

Having an actionable CTA within your ad copy will also help you improve your ad’s click rate. Consider asking people to “Download your ebook now,” or “Click now for free samples,” instead of writing steps that will make the user frustrated. We all know how annoying it gets when to get to a single page we have to go through dozens of actions.


Incorporate your value proposition into your ad copy. That can make people more likely to click on your ad. By boasting something like, “20% off your first purchase,” or “Clearance sale ends today, shop now,” you are sending a clear signal of what someone will specifically gain when he or she clicks your ad. This motivates the consumer to click instead of ignoring.


Don’t be afraid to test your ad copy, either. You can create multiple variations of your ad in each campaign, which allow you to test different images and copy within ads, to find what works best for your audience.

Step 4 – Target Your Advertisement

Targeting who sees your advert can help increase conversions, the more specific and relevant it is to your audience, the more clicks it will get. LinkedIn allows you to target according to a few different categories. The best part is this process is the same for both text ads and sponsored content.

Boost Metrics Tip: You do not have to use all of these options, but the more specific your targeting criteria, the more relevant it is likely to be to the audience you select — and, therefore, the more likely you are to have a better ROI.


You must select at least one area for your ads. Depending on your business, more specific targeting may be helpful. You can choose a broadĀ area or a specific one.

CompanyLinkedIn allows you to target companies based on specific industries like Legal, Non-Profit, or Finance also by company size.

Job Title

If you need to target a specific group of people, for example, CEOs, of a company targeting people with “CEO” in their titles will increase your conversions and ultimately save you money. You can choose specific job titles, or select from job functions, seniority, and years of experience. From the CEO of companies to the entry-level associates, you can target a specific group of people for your ads.

Member Schools

If you are looking to target people who have a particular educational background, you can target your ads based on schools. You may want to focusĀ on a specific alumni association. For that, you can reach out to it through a LinkedIn ads. You can also customize the targeting according to field of study and degree


Your target audience may have a specific skill set like email marketing, financial planning, risk management. Think about what your target audience does well, or where it aspires to excel. Then, use the ad to target people with similar capabilities.

Member Groups

One of LinkedIn’s best attributes is the ability to join groups with like-minded professionals. You can use these groups to discuss industry trends and topics.

Gender and Age

You can further target ads by gender or age groups.

Boost Metrics Tip – Once you establish your ad targeting criteria, you can save it as a template for future campaigns.

Step 5 – Choose Your Bidding Options

After choosing your targeting options, you can set up the bidding options that work best for you.

You will be charged every time someone clicks on your ad that is called Cost Per Click (CPC). LinkedIn will suggest a bid range depending on your budget and the competition for your ads the more people bidding on a similar campaign, the higher your bid needs to be. This bid is the maximum amount you will have to spend. You will be charged a certain amount each time your ad is viewed by 1,000 people on LinkedIn.

Settling on the best maximum bid can be a bit tricky. If you want more people to click on your ads to drive traffic to your website or generate new leads, Cost Per Click (CPC) might be better for you.

Play around with your bids, and see when you get the most return on your money spent.

Step 6 – Set a Daily Budget

Set a daily budget for what works best for your company’s marketing spending. Before investing a lot into one campaign, test and measure the success of each campaign and ad variation. You do not want to put thousands of dollars, for example, into an ad that doesn’t end up resonating with your target audience.

LinkedIn ads can successfully target niche markets, because of its extensive targeting opportunities. However, the cautionary experimentation is crucial to do early on. If you observe a campaign performing well, then you can put a larger budget toward it.

Finally, you can choose if you want your campaign to be shown continuously, or until a given date.

LinkedIn Ad Reporting

Congratulations! You have launched a LinkedIn Ad campaign.

You can track your progress in the Campaign Manager dashboard, where you will see various charts and graphs that measure things like clicks, expenditures, and CTR, over certain periods of time. You can also keep track of conversions in the figures toward the bottom of the dashboard.

When you finish setting up your first campaign, you will see a lot of “0”s the reason being it is a new campaign and because LinkedIn usually has to approve your ad before it goes live.

What’s Next?

If Your Campaigns Are Under-Performing, there are things you can do to optimize campaigns that aren’t performing as well as you would hope. LinkedIn will automatically display less successful campaigns with lower frequency, so it makes sense to minimize any resources spent on them. Instead, putting more resources into successful ad variations and campaigns is more likely to accomplish your marketing goals.

Post-Click Reporting

When your ads are up and running, and people begin clicking on them, it is time to determine whether they are driving qualified traffic to your website.

Pay close attention to your ad campaigns, alongside the landing page form data. Is the traffic to your website generating customers? If not, you might need to optimize your campaigns further.

Use Linkedin’s specific targetting to your advantage. With the right amount of patience and strategy, LinkedIn Ads can be a huge factor in your brand’s success.

What has your experience been with LinkedIn Ads? Let us know in the comments.



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Joey Perera

Joey Perera

Hello, Its Joey here, A Digital Nomad & Founder at Boost Metrics. My expertise are SEO, Digital Marketing, SEM and Google Anaytics. I offer a wide range of services pertaining to online marketing. Whether you are looking to turn online relationships into revenue or enhance your brand image, I am capable of analyzing your requirements to come up with the best suited strategy to help you achieve your business objectives.