LinkedIn Ads/How to Create a LinkedIn Advertising Campaign

Types of LinkedIn ads

LinkedIn offers advertisers several ad placement options.

Sponsored Content

Sponsored Content, also known as native ads, show up your audiences’ LinkedIn feed, regardless of whether they’re scrolling on mobile or their desktop. LinkedIn labels these ads as “promoted” to distinguish them from regular content.

When advertising with Sponsored Content, you can go with LinkedIn carousel ads, single image ads or video ads.

Sponsored Messaging

Sponsored Messaging (previously known as Sponsored InMail) lets you directly advertise to LinkedIn members in their inbox.

Just take note—LinkedIn has a cap on how many members will receive a Sponsored Message ad per month. For instance, a member of your target audience won’t receive one of your ads more than twice within a short timeframe.

While 89% of consumers prefer that businesses stay in touch via messaging, only 48% of companies currently interact with customers and prospects this way.

Text Ads

Text Ads show up along the top and right-hand side of LinkedIn’s desktop feed and are a good option if you’re looking to build strong leads with a professional demographic.

Considering 58% of marketers say that improving lead generation is one of their top digital marketing goals, LinkedIn Text Ads can be a way to cast a wide net on a budget.

Dynamic Ads

Dynamic Ads run in the right rail of LinkedIn and speak to audiences directly through personalization. When a Dynamic Ad pops up in a member’s feed, their own personal details, such as their photo, employer’s name and job title, are reflected back to them.

However, if members find these ads a little too personal they can change their settings to hide these details.

Follower Ads and Sponsored Ads are two types of dynamic ads.

Follower Ads

Sponsored Ads

How to create a LinkedIn ad in 9 steps

To create your own LinkedIn ad, follow the steps below:

Step 1: Create a LinkedIn Page if you don’t have one already

This is required to create Sponsored Content and Sponsored Messaging Ads. If you need help setting one up, read our guide on LinkedIn for business.

Step 2: Log in to Campaign Manager or create an account.

The Campaign Manager platform, also known as LinkedIn’s ad manager, will be home to all your advertising activities, such as running campaigns and managing your budget.

Step 3: Select your ad objective

Think about what type of action you want to inspire among your audience.

Step 4: Choose your target audience

First, you must choose a location, and then you have the option of adding job title, company name, industry type and personal or professional interests.

If it’s your first campaign, LinkedIn recommends a target audience of at least 50,000 for Sponsored Content and Text Ads. For Message Ads, 15,000 is best.

You also have the option of connecting with people you already know through Matched Audiences. You can do this by retargeting people who’ve visited your website or uploading a list of email contacts.

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Step 5: Select an ad format

Depending on the objective you chose, you’ll be able to pick from Sponsored Content options (single-image, carousel or video ads), Text Ads or Message Ads.

Step 6: Create your budget and schedule

Campaign Manager will provide a budget range based on other competing bids for your ideal audience.

The initial 2-4 weeks are typically considered a learning experience to figure out what works (or doesn’t). For testing, LinkedIn recommends a daily budget of at least $100 or a monthly budget of $5,000.

Step 7: Start building your ad

If you opt for Sponsored Content or Text Ads, the Campaign Manager will share previews so you can get a sense of the final look of your ad. In the case of Message Ads, you’ll be able to send yourself a test message.

Step 8: Provide payment information

Before you can debut your ad to the world, you’ll have to provide payment information. Once that’s done, you’re ready to launch!

Step 9: Measure performance

When you sign in to Campaign Manager, the first thing you’ll see is the reporting dashboard for your LinkedIn ads. From here, you can review performance metrics, access charts, and demographics, or export a CSV report. This is also where you’d go for conversion tracking.

Mastering LinkedIn Outreach: A Comprehensive Guide with 22 Cold Messaging Templates"

Introduction:

LinkedIn has become a powerful platform for professional networking, job hunting, and business development. One key aspect of maximizing your LinkedIn presence is effectively reaching out to others through well-crafted cold messages. In this article, we'll explore 22 versatile LinkedIn cold messaging templates designed to suit various scenarios, from networking and job seeking to direct sales pitches and event invitations.

LINKEDIN COLD MESSAGING TEMPLATES

1. “The Mutual Friend”

Hi {First_Name},

How are you? I noticed we share a mutual connection, {Name of Person}. How do you know him/her?

{Name of Person} and I did our undergraduate degree together!

Anyways, I also looked at your profile and it appears we are employed in the same industry. I would love to exchange ideas with you.

Let’s connect!

Take Care/Regards,

{Your Name}

2. “The Common Group”

Greetings {First_Name},

I came across your profile on {Insert Group Name}. I am always looking for like-minded individuals in my industry. Judging from your profile, you have quite the experience in this field.

I would love to pick your brain on different {Insert name of industry} techniques you’ve deployed over the years.

Let’s talk!

{Your name}

3. Throwing In A Little Flattery

Hello, {First_Name}

Hope you are doing well during these trying times.

I have been following you for quite some time now. I absolutely love your work at {insert company name}, and have found it to be extremely insightful.

I especially enjoyed {Reading, watching, listening to} your piece on {Insert name of notable work}. I shared this on my timeline, it was too good not to share.

Much like yourself, I am also employed in the same industry. I would love to take this conversation further and exchange ideas.

Let me know if you are available for a quick phone call?

Take care,

{Your_Name}

4. Direct Sales Pitch

Hey {First_Name},

I am reaching out to you regarding our {Insert name of product or service}. Given your background and profession, I understand our {Services or Products} would be beneficial for your organization.

{Insert few benefits of product or service OR mention USP}

You can visit our website to find out more:

{Insert website URL}

If this is something that interests you, let me know so we can set up a quick call.

Looking forward to hearing from you!

Have a great day!

{Your Name}

Pro Tip: Use this template for your 1st-degree connections (people you are directly connected with because you have accepted their invite). Choose individuals that fit your ideal client/customer profiles. It would also be beneficial to build a relationship with him before sending them a direct sales pitch.

5. Top of the Search Results Connection Request

Hi there {First_Name}!,

Your profile appeared at the top of the search results for professionals in the {Insert Industry Name}.

I would love to connect with you, and understand what you do at {Company Name}.

Perhaps we can share ideas with each other, as I am employed in the same industry.

Optional: You can also mention your role in the industry; it would be especially relevant if both of you are employed in the same role.

Cheers,

{Your Name}

6. Common Field or Job

Hi there, {First_Name}

I am a {Insert Role or Industry} as well. I had the opportunity to view some of your work, and I have to say I am impressed.

Seeing as we work on similar projects, I would love to discuss the unique approaches or strategies you use.

{Insert something unique to that role, for example if you’re a marketer: How do you generate leads? Or you can share how you generate leads too.}

Let’s connect!

Cheers,

{Your Name}

7. To the Hiring Manager

Hi {First_ Name},

I saw your profile while looking up {Industry Name} recruiters on LinkedIn in {Name of Place}.

I am a {Insert Job Title}, {Add relevant information about your experience}.

My main skills encompass {add skills}.

Does that fit the type of roles you generally recruit for?

I would love to work for {add company name} as their vision and mission are in line with mine.

Let me know what you think, I’d love to talk.

Best,

{Your Name}

8. The Simple Message

Hi {First_Name},

Hope you are staying safe during these trying times.

I found your profile through (mutual friend, group or school, or post/comment). I am interested in learning more about your industry; given your background I trust you are the right individual to learn from.

Let me know if this is something you are interested in.

Cheers,

{Your_Name}

9. The Opinion Leader

Hey there, {First_Name},

I have been following your content for a while now. I am very impressed with all your accomplishments, and enjoy reading your opinions (or whatever they share).

I am always on the lookout for more industry leaders to add to my network. Your knowledge and expertise in {insert industry name} are one to look up to.

I especially enjoyed {insert name of post/blog title - include why you liked it}.

I’d love to connect to keep up with more of your content.

Have a great day,

{Your Name}

10. The Indirect Sales Pitch

Hey there, {First_Name}

I heard your business is planning on expanding (or insert unique details about business that acts as a sales opportunity) to Asia. Very excited for you and your team, congrats!

I would love to know more about what helped in this decision and what next steps you are taking?

{insert quick intro about your company, and how you can help them}

Looking forward to hearing back from you.

Wishing you all the best with your new venture,

{Your_Name}

Pro Tip: Before sending out such a message, ensure you are reaching out to the right prospects. Filter your search so you are absolutely certain the recipient of the message is correct.

11. The Hyper-Personalized Sales Pitch

Hey {First_Name},

I have been following your company’s journey for a while now. I have to say {add personalized observation, notable achievements}

The vision and mission of your organization are commendable.

I am {Your Name}, and I work as a {insert role} at {Company Name}.

{Quickly explain the problem you aim to resolve with a customized solution}.

You can find out more about my organization at:

{Company Website}

Hope you have a great day! Looking forward to hearing from you.

Cheers,

{Your Name}

12. The Job Seeker

Greetings, {First_Name}

My name is {insert name}, and I am a {Insert Role}.

I have been following your organization's work for a while now. {Add notable achievements of company}

I am very interested in working at {Insert something unique to the company}.

{Insert some information about your experience}

If you have a second, I would love to discuss how my experience and skills can benefit your organization for the position of {insert name of role}.

(If there is no job posting, and you want to inquire about an opening then add the line mentioned below.)

I know you must be flooded with messages; but if there are any job openings for {Insert Role}, I would be more than delighted to share why I might be a good fit.

Thank you and have an amazing day!

Best,

{Your_Name}

13. The Recruiter

Hi there, {First_Name}

I am a recruiter at {Company Name}. We are currently looking for a {Insert Role}.

I have reviewed your profile and I am impressed with your background and experience.

Your {Skill 1} and {Skill 2} would be a great contribution to our organization.

We are looking for esteemed professionals just like yourself that are hungry to learn.

If this interests you, let’s have a chat and discuss further.

(Optional: You can ask them to share their resume and further contact details)

Have a great week!

{Your Name}

14. The Intern

Hi Mr/Mrs/Ms {First_Name} {Last_Name}

My name is {Your Name}, and I am a first year student at {University Name}, currently studying {Course Name}.

I have been following your company journey over the years and would love an opportunity to intern with {Company Name}. It would be a great experience to learn more about my field of interest and help me grow as a professional.

{Add one about your skills - perhaps extracurricular activities you’ve participated in at university. Or if you held any leadership positions, anything noteworthy that makes you stand out}.

Let me know if there are any internship opportunities available.

Have a great day!

{Your Name}

15. The Follow-Up

Hello {First_Name},

I know you probably have a packed schedule.

I would love to have a conversation with you about {Mention the content of the previous message briefly}.

And did I mention that {Add captivating one liner that would make them want to reply}.

Let me know if there is a convenient time to message you.

Hoping to hear back from you.

Have a splendid day!

{Your Name}

16. The Recommendation

Hi there, {First_Name}

How are you doing? Hope you're staying safe during these trying times.

I wanted to ask you if you would write me a recommendation here on LinkedIn regarding our time working together. I would be more than happy to write one for you as well, if you want.

{Add link to write recommendation}

Thank you!

{Your Name}

17. The Promoter

Hey there, {First_Name}

{This message is dependent on what you are promoting, try to keep it personal yet direct}

I saw your comment on {Post Title}, and figured you are interested in {Topic Name}.

I have recently launched {Product/Service details}. I believe this would be something of value to you as {Mention Why}.

OR

I am hosting a free live webinar series about {Topic Name}. I think this would be of your interest as I will be covering {Add Details}.

Let me know if you are interested in learning more!

Cheers,

{Your Name}

18. The Networker

Hey {First_Name},

I came across your profile through {Add where you saw their profile: mutual connection, search page, recommendation page, group, etc.}.

Seeing as you work in the same industry as me, I believe we could exchange valuable ideas and learn from each other.

I would love to connect with you!

Best,

{Your Name}

19. The Influencer

Hey {First_Name},

I saw you like/comment on my latest post/blog about {Post Title}.

I love connecting with my audience members, and truly believe that knowledge must be shared.

I have written similar posts in the past that might interest you.

Sharing the links below:

{Add Links}

Please feel free to share your thoughts on my piece, as I am always open to conversing about such topics.

Have a great day,

{Your Name}

20. The Event Template

Hi {First_Name},

I saw that we have a few common connections, and thought we’d connect.

I am hosting an event on {Date} at {Location}.

{Add details about the event}

I think this might be of interest to you. Perhaps you and your team would like to attend. {Add in some information about freebies, promos, guest speakers or attendance certificates}.

Let me know if you have any questions.

Best,

{Your Name}

21. The Webinar Template

Hi there, {First_Name}

{You can add in a punchline here relating to the topic of the webinar. For example if the webinar is about boosting B2B sales: “Are you ready to skyrocket your sales in under 6 months?”}.

I wanted to let you know about a webinar we will be hosting on {Date and Time}.

We will be talking about {Add details about the webinar}.

{Mention if there any guest speakers}

Here’s the registration link: {Add Link}

Hoping to see you there!

Cheers,

{Your Name}

22. The Free Trial Template

Hi there, {First_Name}

Thanks for connecting!

Is {Business Solution} something on the cards for your business?

{Add in brief introduction of the company}

As a friendly gesture, I would like to offer you a free trial of our {Mention name of product or service, and add in the link}.

Looking forward to hearing your thoughts!

Hope you have a great day.

{Your Name}