Advertise on LinkedIn (In 8 Simple Steps)

Even though you have all the necessary equipment for the work, you may not achieve the greatest outcomes. A smart initial step is to select the best tools. But understanding how to use them is much more essential. Look at this post as a quick-start guide: It’s a high-level summary of the steps that will get you up and running.

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Here are the eight steps to successful LinkedIn Advertising.

1. Select between Self-Service and Managed Campaigns

With Text Ads and Sponsored Content, LinkedIn’s all-in-one advertising platform makes it simple to get started on a self-service campaign. Configure advertisements, execute campaigns, and track results with the Campaign Manager.

Try LinkedIn’s account-managed advertising for a more planned strategy that tends to attract a higher-paying audience. This service connects you with a team of LinkedIn specialists that will assist you with every step of the process, from targeting to optimization.

2. Create a Company Page

To start advertising on LinkedIn, you must have a Company Page. So, first, create your company page. Manage it properly and add all the required stuff for better conversion and reach.

3. Begin using Campaign Manager today

Your LinkedIn advertising activity is managed using LinkedIn Campaign Manager. You’ll discover extensive information on the performance of your advertisements there, including demographics of members who clicked on them, engagement with Sponsored Content, and more.

Before you go any further, it’s worth taking a few minutes to learn how to use Campaign Manager.

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4. Select an Ad Format

Choose between creating Sponsored Content, Text Ads, or a combination of the two.

Whether on a desktop, laptop, or mobile device, sponsored content shows organically in LinkedIn member feeds. Promoting your top-performing updates on your Company Page is a smart way to get started with Sponsored Content. Those updates were previously well-received by your existing followers, so they’re likely to appeal to a larger audience.

Text Ads are straightforward yet powerful advertisements that appear on the side, top, or bottom of a LinkedIn member’s feed. For the greatest results, keep your content brief and appealing and utilize a dynamic graphic.

5. Create Your Ads

You may advertise an update to your Company or Showcase a Page with Sponsored Content, or you can generate fresh Sponsored Content. To determine which version of your Sponsored Content delivers the greatest results, try producing numerous versions with different creative.

You may add an image, title, and brief description to Text Ads, as well as a link that will appear when the ad is clicked. At any given moment, you may run 15 different Text Ad versions; it’s ideal to start with a variety and subsequently focus on the top performers.

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6. Set Targets for Your Ads

One of the most appealing aspects of advertising on LinkedIn is the ability to target users based on first-party, self-reported data. Campaign Manager will display your projected target audience size in the right sidebar as you choose criteria. It’s best to pick an audience that’s large enough to yield statistically significant results in the following optimization cycle. Simultaneously, don’t forgo significance in favor of higher numbers.

Allow LinkedIn’s algorithm to discover and target comparable audiences to the one you chose by enabling Audience Expansion. It’s a terrific method to locate LinkedIn people you would have ignored otherwise.

7. Set Your Budget

You can bid on cost-per-click (CPC) or cost-per-impression (CPI) campaigns (CPM). When a click leads to a conversion, such as a webinar registration or lead capture, use CPC. CPM is more effective in increasing brand awareness.

For showing your ad, the Campaign Manager will propose bid ranges. It’s preferable to stay at the top of the recommended range. You’ll only ever spend just enough to outbid the second-highest bidder, which isn’t always your maximum bid.

8. Measure and Optimize

The LinkedIn auction mechanism rewards ads that receive more clicks. Consequently, it’s critical to keep track of your results, eliminate low-performing advertising, and promote high-performing ones. Keep an eye on the metrics in Campaign Manager and keep testing fresh variations depending on your first findings.