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Want to get started with LinkedIn ads but not sure how to begin? We outline the key steps in planning and creating a successful ad campaign.
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7 STEPS TO SETTING UP SUCCESSFUL LINKEDIN AD CAMPAIGNS
WHY ADVERTISE ON LINKEDIN?
• Detailed targeting – can target by job title, seniority, school etc
• B2B audience
• More cost-effective than Google AdWords
• More control over who sees your advert
STEP 1: SET-UP YOUR ACCOUNT You can set-up multiple advertising accounts.
LINKEDIN CHARGES £4 FOR SET-UP.
STEP 2: CREATE CAMPAIGN STRUCTURE • You can create a number of advert sets based on
who you want to target.
• For example, you may have one set that targets by location and another that targets by sector.
• Your first campaign should be used to gather insight on how your audience responds.
EXAMPLE CAMPAIGN STRUCTURE Location
campaign
London
Service 1
Service 2
Manchester
Service 1
Service 2
Birmingham
Service 1
Service 2
STEP 3: WRITE ADVERTS You can have up to 15 ad variations. Each advert needs:
• Title – 25 characters
• Description – 75 characters
• Image – 50 x 50 pixels
• A link – this can be your LinkedIn page or an external link.
Break them down into groups to test different titles, descriptions, images and links.
EXAMPLE AD GROUP STRUCTURE London
Service 1
Group 1 – title 1, 5 descriptions
Group 2 – title 2, 5 descriptions
Group 3 – title 3, 5 descriptions
Service 2
Group 1 – title 1, 5 descriptions
Group 2 – title 2, 5 descriptions
Group 3 – title 3, 5 descriptions
STEP 3: WRITE ADVERTS Keep track of adverts by coding them:
• Each ad group is numbered (1,2,3 etc.) and each ad variation within the group a letter (a,b,c, etc).
• In the first example the ads would be 1a, 1b, 1c, 1d, 1e, 2a, 2b etc.
• Download our ad template to get you started.
STEP 4: CREATE LANDING PAGES YOUR LANDING PAGES MUST CONVERT!
The landing page must meet their expectations you set from the advert.
Use campaign URLs to track effectiveness in Analytics: http://gaconfig.com/google-analytics-url-builder/
STEP 5: SET-UP AND TARGET • Log into your LinkedIn ads manager and click
on Create new campaign.
• Select “Create an ad”. Name your campaign sensibly, e.g. Campaign1: London – Service Name.
• Copy and paste the ads from the spreadsheet – LinkedIn helpfully generates a preview on the right-hand side as you do this.
STEP 6: BUDGET HOW MUCH SHOULD I BID? • Always bid the minimum
• Give the campaign a healthy daily budget
• LinkedIn have a 20% overcharge policy
HOW LONG SHOULD IT RUN FOR? • It will vary but you will usually see drop-off after a week.
STEP 7: MONITOR AND TWEAK • Monitor the ads through the ad
manager and your analytics.
• Turn off ads that are not generating clicks.
• Look at what happens when they come onto the site – are they converting? Are they completing goals?
REMEMBER! • Your first campaign is about collecting insight.
• Always create unique landing pages.
• Use a URL builder to track ads.
• LinkedIn take up to 24 hours to approve ads.
WANT MORE? READ THE FULL ARTICLE: HTTP://MTWST.CO/1LPILMH
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