7 steps to setting up successful LinkedIn ad campaigns
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7 STEPS TO SETTING UP SUCCESSFUL LINKEDIN AD CAMPAIGNS
description
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.
Transcript of 7 steps to setting up successful LinkedIn ad campaigns
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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