How to Create the Perfect LinkedIn Ads Campaign

Intro

Marketers now consider LinkedIn one of the top five most popular social media platforms. It can be a great place to advertise for a business no matter the segment it falls in, whether a business-to-business (B2B) or a business-to-consumer (B2C).

LinkedIn is on the more expensive side compared to Instagram and Facebook. Still, it has a narrow audience targeting based on the audience’s education, jobs, industry, and other attributes that can suit the ad more perfectly. This targeting feature allows businesses to reach individuals from specifically targeted industries, making it worth the investment.

It is very important to plan an outstanding LinkedIn lead generation campaign and you may use the LinkedIn bidding strategies guide to ensure you get the maximum possible results.

This article will discuss in simple steps how to create the perfect ads campaign to get you the reach you aspire to on LinkedIn.

Prerequisites

Creating a LinkedIn page

An easy and free way to establish a brand on LinkedIn is through LinkedIn pages. The only two things needed to get started: An account on the platform and a verified email address. The email address is used to confirm if the person is eligible to create a page on behalf of their company.

Some of the essential benefits of LinkedIn pages are running Sponsored Content and Sponsored Messaging campaigns with Campaign Manager. And that when high-quality content is posted on a LinkedIn page, it will improve the business’ bid in LinkedIn’s advertising auction. That is because of the LinkedIn relevance score rewards given to marketers who regularly post content that earns lots of likes, comments, shares, and clicks.

Creating a Campaign Manager account

The advertising platform on LinkedIn is called a Campaign Manager. The platform will guide the user through setting up their first campaign after creating a free account.

With an account on Campaign Manager, it is possible to select goals, define the targeted audience, and have complete control over campaigns. It is important to associate the LinkedIn Page with the new account.

The steps of creating the perfect LinkedIn ads campaign

1. Select an objective and define the goals

An advertising campaign can’t be efficient if it has no specific objective and it will have no monitoring indicator or goal to focus the strategy on. That is why creating an advertisement with LinkedIn Ads is essential. In this step, the decision must be made on what is desired for the audience to do when the ad appears on their news feed.

LinkedIn’s objectives are established and complete so that the campaigns are perfectly optimized accordingly. The objectives are categorized into three different sections based on the journey of the buyer; Awareness, Consideration, and Conversion. The objectives under the mentioned categories are the following:

• Brand Awareness: this objective allows the business to reach more people and tell them about its services or product.
• Website Visits: this objective allows the business to reach people most likely to click on its ads; it drives traffic to the marketing landing pages or website.
• Engagement: this objective allows the business to show its ads to people most likely to engage with it or follow the company; it increases the subscribers’ volume on the company page.
• Video Views: this objective allows the business to direct its videos to people most likely receptive to them.
• Lead Generation: this objective allows the business to show its ads to people most likely to fill out a lead generation form.
• Website Conversion: this objective allows the business to show its ads to people who are most likely to take actions valuable for the business on the website.
• Job Applicants: this objective allows the business to show its ads to people most likely to view or click on job ads to apply.

2. Configure an audience

This step is about deciding the audience targeted by the ad. LinkedIn allows targeting potential customers based on various attributes like Profession, Company, Skills, Education, and more. Exactly knowing the buyers’ personas makes the knowledge of their needs, desires, and issues come naturally. Building the entire ad strategy comes following the audience’s path.

With LinkedIn’s Campaign Manager, it is possible to select many parameters and criteria to choose who and where the ads will go, which is in the business’s best interest. The very first step in audience targeting is choosing the location. Then, launching the LinkedIn Ads campaign needs a refined search by selecting other criteria such as:

1. Profile language
2. Company criteria
3. Demographic data
4. Education data
5. Professional experience
6. Areas of interest

The interface on Campaign Manager guides the user through creating an advertising campaign and defining objectives. It is an important step that will influence future steps because LinkedIn offers different options depending on the selected goals.

3. Set your budget and bidding strategy:

LinkedIn ads operate on a bid-based system. You'll need to set a budget and bidding strategy that aligns with your campaign goals. LinkedIn offers both cost-per-click (CPC) and cost-per-impression (CPM) bidding options.

When setting your budget, consider your campaign goals, target audience, and the length of your campaign. You should also consider the competition for your target audience, as this can affect the cost of your ads.

In addition to setting your budget, you'll need to choose a bidding strategy. With CPC bidding, you pay each time someone clicks on your ad. This option can be effective for driving traffic to your website or landing page. With CPM bidding, you pay each time your ad is shown to a thousand people. This option can be effective for increasing brand awareness or promoting a new product or service.

It's important to monitor your ad performance and adjust your budget and bidding strategy as needed. LinkedIn offers a variety of reporting and analytics tools to help you track your campaign's performance and make informed decisions about your budget and bidding strategy. By testing different options and refining your approach, you can optimize your campaign for maximum ROI.

4. Craft compelling ad content

Crafting compelling ad content is a crucial step in creating a successful LinkedIn Ads campaign. Your ad content should be attention-grabbing, informative, and persuasive enough to encourage your target audience to take action.

The first element of your ad content that your audience will see is the headline. Make sure it is clear, concise, and relevant to the audience you are targeting. The headline should be attention-grabbing and capture the essence of your product or service in just a few words. A strong headline can make the difference between a user scrolling past your ad and clicking through to learn more.

The messaging in your ad should highlight the unique selling points of your product or service. Use persuasive language to describe how your offering can benefit the user and solve their problems. You can also use social proof, such as customer testimonials or statistics, to bolster your claims and establish credibility.

Visual content is also crucial in creating a compelling ad. Use high-quality images or videos that are relevant to your offering and eye-catching enough to grab the user's attention. The visual content should be aligned with the messaging in your ad and convey the key benefits of your product or service.

One way to ensure that your sales and marketing teams get maximum returns from their campaigns is to utilize a Canada email leads database. This database provides verified emails and comprehensive contact information from businesses in the area.

By using this information, you can craft compelling ad content that highlights the unique selling points of your product or service and uses persuasive language to describe its benefits. Additionally, social proof, such as customer testimonials or statistics, can be used to establish credibility. Along with high-quality visual content that aligns with your messaging and conveys the key benefits of your offering, a Canada email leads database can help you create a successful LinkedIn Ads campaign.

5. Set your budget and bidding strategy

Setting a budget and bidding strategy is a critical step in creating a successful LinkedIn Ads campaign. Before you start your campaign, it's important to determine how much you are willing to spend and how you plan to bid on ad placements.

LinkedIn Ads pricing is based on a bidding system, where advertisers bid against each other for ad placements. The cost of an ad placement is determined by the bidding competition, the quality of the ad, and the target audience's relevance. Therefore, it's important to choose the right bidding strategy to get the most out of your ad spend.

There are two primary bidding strategies: cost per click (CPC) and cost per impression (CPM). CPC bidding is where you pay each time someone clicks on your ad, while CPM bidding is where you pay for every thousand impressions of your ad. CPC bidding is useful for driving traffic to your website or landing page, while CPM bidding can be more effective for increasing brand awareness.

When setting your budget, consider your campaign objectives and target audience size. LinkedIn Ads allows you to set a daily or total budget, and you can adjust it at any time during the campaign. It's also essential to monitor your ad performance regularly and adjust your budget accordingly to maximize your ROI.

In addition to setting a budget and bidding strategy, LinkedIn Ads also offers advanced targeting options that allow you to reach specific audiences based on demographics, job titles, industries, and more. By using these targeting options effectively, you can optimize your ad spend and increase the likelihood of reaching the right audience.

In summary

Regarding the audience, keep in mind that excluding people from different regions is possible. The targeting options of LinkedIn Ads are super sophisticated; many criteria can be entered to select the audience with the greatest precision.