LinkedIn Advertising for Small Businesses or Beginners

In this lesson, you’ll learn

• What are the image and copy components of a Text Ad

• Where they appear on LinkedIn

• What happens when someone clicks on a Text Ad

• The advantages and disadvantages of LinkedIn Text Ads

• The rules LinkedIn uses to decide when and how much you pay for a Text Ad

In this lesson, you’ll learn:

• The two accounts on LinkedIn that you need in order to create and run Text Ads are: 1) LinkedIn Profile and 2) Campaign Manager

• A LinkedIn Page is not required to run LinkedIn Text Ads

• You will use your LinkedIn Profile credentials to log into all of the accounts

In this lesson, you’ll learn:

• A few things to check on your LinkedIn profile before you start running LinkedIn Text Ads

• The “primary” email address on you profile should be an email you check often

• You need a 1st, 2nd or 3rd-degree connection with anyone you want to give access to a Campaign Manager account, so be sure you have 1st-degree connections with your colleagues or clients

In this lesson, you’ll learn:

• Where to find and create a LinkedIn Campaign Manager account, so you can run LinkedIn ads

• The different types of admin roles in Campaign Manager that you can assign to people

• If you create a new Campaign Manager account you will, by default, be assigned the “account manager” and the “billing admin”

• How to assign the “billing admin” role to someone else, by first giving them an “account manager” and then assigning them the “billing admin” role

• How to setup billing for your account

In this lesson, you’ll learn:

• Ways to segment your ideal prospects into different campaigns

• The goal of an “outbound” campaign

• The goal of a “retargeting” campaign

• The importance of setting up your campaigns, so they can buy ads when it’s most efficient

In this lesson, you’ll learn:

• How to apply the LinkedIn marketing strategy framework to AVG, a refrigeration service company

• How to use AVG’s marketing strategy to guide their LinkedIn ad campaigns setup

In this lesson, you’ll learn:

• How to setup a new ad account in Campaign Manager

In this lesson, you’ll learn:

• What’s the LinkedIn Insight tag

• How to put the tag on your website

• How to setup and monitor conversions on your website

• How to track visitors to pages on your website, so you can retarget them with ads when they visit LinkedIn

In this lesson, you’ll learn:

• How to create a “campaign group” in your ad account

• How to set a total budget for a campaign group, which will apply to all of the campaigns running within that group

• How to update the budget for a campaign group, so that it will have budget to run when a new month begins

• How you can activate or pause all of the campaigns in a group by changing that status of the campaign group

In this lesson, you’ll learn:

• How to create and save a new Text Ads campaign

• A good naming convention for a campaign uses 3 parts:

  • Outbound or retargeting (OB or RT)

  • Type of ad (e.g. “TA” for Text Ads)

  • Description of target audience (e.g., “Supermarkets & Restaurants”)

• You need to select “Website visits” for your campaign objective, so you can choose Text Ads as your ad type

• Two targeting defaults you should always change: 1) Geo should be set to “permanent” location, 2) Uncheck “Enable Audience Expansion”

• How to narrow your target audience by layering on criteria such as location, industry category, and seniority.

• How to exclude members who will never turn into customers

• How to save a target as a template, so you can quickly apply to other campaigns

In this lesson, you’ll learn:

• Things to check before you set your campaign live

• How to set your campaign live

• What to expect after turning your campaign on

Create a custom dashboard with these metrics:

1. Status -- tells you whether your campaign is "active" and has any issues like account being on hold

2. Impressions -- number of times LinkedIn has shown ads to people in your target audience

3. Clicks -- number of times people have clicked on your ads

4. Bid -- max amount you are willing to pay if someone clicks on your ads

5. Average CPC -- average amount LinkedIn has charged you when someone clicked on your ads; CPC = Cost Per Click

6. Spent -- how much your campaign has spent

7. Total Budget -- max amount your campaign can spend during its lifetime

8. Conversions -- number of times people have completed an action on your website after clicking or viewing an ad

9. Cost Per Conversion -- total spent / total conversions

10. Click Conversions -- number of conversions that happened after people clicked on an ad (versus after just seeing an ad)

11. Conversion Rate -- total conversions / total clicks; keep in mind that this includes view-through conversions too

12. Average CTR -- total clicks / total clicks

13. Start Date -- start of campaign

14. End Date -- end of campaign

15. Daily Budget -- max amount your campaign can spend in one day

For more details on how much you need to spend in order to test LinkedIn Ads, see: https://adsprofessor.com/plan-and-peek-the-right-budget-for-testing-linkedin-ads/

And, after you have some data, use this calculator to assess your performance: https://adsprofessor.com/linkedin-ads-calculator/

In this lesson, you’ll learn:

• What actions to take if performance is poor

In this lesson, you’ll learn:

• The unique ways you can target LinkedIn members

• How LinkedIn takes the information on profiles, standardizes it, and sorts it into targeting facets

• The targeting facets that are robust and reliable versus ones that don’t work as well

• How targeting choices affect your audience size

• The difference in targeting between an “outbound” and a “retargeting” campaign

• Targeting frameworks and examples for B2B and B2C marketers

• Common targeting mistakes

In this lesson, you’ll learn:

• How to setup Text Ads so they:

  1. Get noticed

  2. Qualify (filter) the people who click on them

  3. Improve performance over time

• The types of images and copy that are more likely to get noticed

• How you can maximize your ad budget by being clear about your product or service and what users will likely experience on your landing page

• How to vary the image and copy of your Text Ads, so you can learn which ads perform best

In this lesson, you’ll learn:

• How putting the LinkedIn Insight tag on your site and creating website audiences in Campaign Manager will give you access to demographic data on your webpage visitors

• Three ideal website audiences to create are:

  1. Visitors to your public pages

  2. Visitors to your landing pages that receive people who clicked on your ads

  3. Visitors to your “thank-you” pages after becoming a lead or purchasing your product

• The limitations of the LinkedIn demographic data for your website visitors

• Four analyses you can do to give you insight on your customers that will help you:

  1. Improve your ad targeting

  2. Write better copy

  3. Build better products or offers