LinkedIn Ads Playbook

  • View

  • Download

Embed Size (px)


Step by step guide on LinkedIn Ads 1. Campaign Goals 2. Campaign Name 3. Targeting 4. Budget & Time Period 5. Creative Assets 6. Ad Approval 7. Tracking Results Click here to get started today!:

Text of LinkedIn Ads Playbook

  • 1. Ads Playbook

2. Table of contentsSTEP What Is LinkedIn? Creative Assets 030525STEP Why Should I Advertise on LinkedIn? Ad Approval 040630STEPSTEP Campaign GoalsTracking Results01 050732STEP Campaign Name Conversion Tracking & Business Account02 07 34STEP Targeting Cheat Sheet03 09 39STEP Budget & Time PeriodFrequently Asked Questions04 20 | 2 3. 4 OF 5 OUTWhat is LinkedIn? LinkedIn members drivebusiness decisionsLinkedIn is the worlds largest professionalnetwork, with members from hundreds ofcountries and territories.LinkedIn members are active, influentialprofessionals in a business frame of mind. They 39%use LinkedIn to learn about new products andof members are senior-levelservices, keep up with industry trends, researchexecutives (and above)companies, network with peers, and conductbusiness.So whether your objective is to reach influentialdecision makers at companies or affluent28%consumers, advertising on LinkedIn is a greatway to drive new leads to your company.of members are responsiblefor managing budgets | 3 4. Why should Iadvertise on LinkedIn?High traffic pagesTarget with precisionOur agile platform lets youWe make it easy to reachcreate and place ads on high-your ideal audience withouttraffic pages of LinkedIn.comwasting impressions or clicks.within minutes.Multiple languagesPerformance basedAds can be written in any ofLinkedIn Ads is an easy-to-use,the languages supported byself-service, performance-LinkedIn, and can be shown tobased advertising solution. members in most countries.What account should I use for ads?A business account allows you to separate ads and billing information from your personalLinkedIn account and share business account access with other team | 4 5. First, lets come up with somegoals for your campaign. 6. STEP01Define yourProStock Examplecampaign goals Imagine youre ProStock*, a small accounting software company, that wants to sell software subscriptions. What would your campaign goals be? The software is prettyFor any ad campaign to be successful, you need expensive, so your best bet is to gather and nurture leads to understand your business goals. then turn them into customers over time.Are you trying to build brand awareness, drive ProStocks campaign goals are focused on driving leads intraffic to your website, or get new leads? The two ways:clearer and more specific your goals are, the1. Offering free trials of their softwaremore compelling your ad campaigns will be. 2. Providing educational material on the benefits of usingYour campaign goals will directly affect how accounting software.**much you want to spend, who you want totarget, and what creative assets and messaging Fictional customer * A lead would need to fill out a form in order to download the material **you need to | 6 7. Now that youve thought aboutyour campaign goals, letscreate a campaign name. 8. STEPCreate a02campaign nameYour customers wont see the name its just for you. Choose a descriptive name that reflects the goals youre hoping to achieve. If youre just starting out, we suggest creating a name that reflects your target audience. Make it super easy to understand and remember! ProStock Example When you have a lot of campaigns to keep track of, having a clear naming system will keep you organized. For example, one of ProStocks campaigns is called Software Trial North America | 8 9. Next up, targeting your ads,where well cover personas,filters, and testing. 10. STEPDevelop your03targeting personaWho should you target?When choosing target options, start bynarrowing down your target audience to LinkedInmembers who are likely to be interested in whatProStockyou offer. Here are some things to consider whenthinking about your target audience: 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: Do they have specific job functions?Mark SmithAge 45 Do they have certain skills? Title Accounting DirectorCompany ABC Investing Corp.Location San Francisco Bay Area Where are they located?Professional interestsEntrepreneurship, Leadership,Finance/Accounting, Investing Do they work in a certain industry? Do they belong to certain LinkedIn Groups? | 10 11. STEPChoose your03targeting filtersWho should you target? Targeting FiltersYou can filter your target audience by criteria suchGeography Seniority as: job title, job function, industry, geography, age, gender, school, skills, company name, company size, or Company name Schoolmembership within specific LinkedIn Groups. Industry Skills Company size Age Job Title Gender Job function Groups As you select your target options, well show you anestimate of the audience size youll be able to reach.To start out, we recommend having at least 100,000 Youll want to avoid gender and age members per target group so you dont miss out onunexpected opportunities. targeting until you get the hang of the system and learn a little more about what works for your | 11 12. STEP 03Targetingby geographyChoose who sees your ad basedon where they live or work. Start by choosing at least one geographic Note location for your campaign. If your products or services are applicable to members all over the world, you can select all regions. However, for Select geographies based on where yourhigher engagement we recommend you focus only on those audiences who are most likely to be interested. leads or customers are located. You can target up to 10 regions, sub-regions, or countries.Use information you know about yourprospects to develop thoughtful targeting but dont go so narrow that you miss otheropportunities by casting too small of a | 12 13. STEPTargeting 03by companyWhen you target by company, you can select: Company by name or Company by category Company by name If the product or service that youre 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 youd like to target, well 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. | 13 14. STEPTargeting03by companyCompany by categoryIf youre new to online advertising, still refining your target audience, or want to scale campaigns, thisbroader targeting option is recommended for you. You can choose from company size and/or industry.Company SizeIndustryTarget LinkedIn members based on the size of theTarget based on your audiences they work for.Choose broad industry categories or get more specificYou can target companies with as few as one employee or with industry subsets. There are over 17 categories toas many 10,000+ employees.choose from.Some companies choose not to identify their size, so werecommend testing out targeting to both all sizes andDifferent industries may use different terminology soyour target size. Your results will show which works bestconsider creating separate campaigns and ad copy forfor your campaigns.each industry youre | 14 15. STEPTargeting by job03When you target by job title, you can select: Job Titleor Job Function and/or seniorityJob by TitleWhen you enter a specific job title, well suggest similarExampletitles for you to target.If youre looking for an Account Manager, also try targeting a SeniorBecause different companies have different titles for the Account Manager, Junior Account Manager, Director of Accounts,same jobs, try using additional words in the job title. Account Strategist, and so on.LinkedIn will help you by suggesting additional titles.If you know the job titles for the audience youd like totarget, this is a good option for you.You can target up to 100 similar job titles in a singlecampaign, so the more you choose, the broader yourads | 15 16. STEP03Job FunctionTarget by job function if you want to show your ad tomembers in a specific job discipline. You can choose upto ten job functions.If your offering could appeal to multiple job functions,consider creating separate campaigns with ads tailoredTargeting by jobto each function.Job by Function and/or SeniorityJob function and seniority are two job titleSenioritycategories you can use to hone your targeting.If youre trying to target professionals with a certain levelof professional experience, you may want to try targetingby seniority.Since LinkedIn is a professional network, members dontlist age on their profile. We recommend targeting byseniority instead of age. Job function, seniority, and industry can be combined for more accurate targeting. | 16 17. STEPTargeting by Groups03Since over 80% of our members belong to at least onegroup, targeting by Groups is an effective way to reach analready highly engaged audience.Since the autocomplete doesnt pick up Get started searching for groups using the LinkedIn Groups Directory: ALL relevant groups when you enter acertain word, it helps to experiment withmultiple word combinations. Next, try testing a campaign just for Groups.The bigger and more aligned your overall Target as many groups as possible with a common theme and highlight that theme in your ad copy. target audience, the better the chanceyour ad will get multiple clicks.You dont have to be a part of the same LinkedIn Groupsas the members you want to target