Mastering LinkedIn Advertising

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LinkedIn ads are worthwhile for B2B marketers if you’re leveraging the LinkedIn Ads platform to its fullest. While digital ad platforms like Facebook Ads and Google Ads are at least mainstream, LinkedIn can feel especially difficult to crack. But you can just learn how to run an ad campaign on LinkedIn with this free ebook. It’ll walk you through the bid-and-budget process, the ways you can use account-based targeting and retargeting with the Insights Tag, and ultimately help you improve your click-through and conversion rates.

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about this ebook

LinkedIn’s professional network is a goldmine for advertisers looking to get more B2B eyeballs. Here’s how to get started with the platform:

Make a business LinkedIn page and link it to an ad account. Publish as much fresh content as you can (at least enough so the page doesn’t look dead).

Choose an ad objective and targeting. LinkedIn lets you choose between awareness, consideration and conversion campaigns. All campaign types allow you to target by account or contact. Pro Tip: Use LinkedIn Lead Gen Forms for demand gen, but only if you’re ok with limited fields and Gmail addresses.

Choose a format and make the creative. Do you want sponsored content to promote a post from your feed? Sponsored messaging to mimic outbound emails? Sidebar text ads to keep costs low? Or do you want dynamic ads that will change based on the viewer’s profile?

Set a budget. Choose from manual bidding, maximum delivery (previously automated bidding) or target cost bidding. Regardless of choice, make sure to keep an eye on the spend or set a max

As always, test and iterate to see what works best.

LinkedIn ads are worthwhile for B2B marketers if you’re leveraging the LinkedIn Ads platform to its fullest. While digital ad platforms like Facebook Ads and Google Ads are at least mainstream, LinkedIn can feel especially difficult to crack. But you can just learn how to run an ad campaign on LinkedIn with this free ebook. It’ll walk you through the bid-and-budget process, the ways you can use account-based targeting and retargeting with the Insights Tag, and ultimately help you improve your click-through and conversion rates.

Mastering Linked...PostclickPaid & AdsMastering LinkedIn AdvertisingYour digital advertising toolkit awaits – because waiting around for organic discovery isn’t the only way to attract customers online. Get tips to help make the most of your ad dollars, whether they’re going toward paid search, ads on a social media platform, or sponsored content with a partner or publisher. LinkedIn, to Google, to Facebook, you’ll find what you need in one of our free ebooks.Growth & MarketingWhether it's nailing that perfect brand image or deciding how to spend a budget, marketing encompasses a lot of functions. Get the inside scoop on the latest growth hack you've been considering or figure out what software stack is best. Whatever you need, these free resources will help you get there. Mastering Linked...PostclickPaid & AdsMastering LinkedIn AdvertisingYour digital advertising toolkit awaits – because waiting around for organic discovery isn’t the only way to attract customers online. Get tips to help make the most of your ad dollars, whether they’re going toward paid search, ads on a social media platform, or sponsored content with a partner or publisher. LinkedIn, to Google, to Facebook, you’ll find what you need in one of our free ebooks.Growth & MarketingWhether it's nailing that perfect brand image or deciding how to spend a budget, marketing encompasses a lot of functions. Get the inside scoop on the latest growth hack you've been considering or figure out what software stack is best. Whatever you need, these free resources will help you get there.

Key insights

LinkedIn’s professional network is a goldmine for advertisers looking to get more B2B eyeballs. Here’s how to get started with the platform:

Make a business LinkedIn page and link it to an ad account. Publish as much fresh content as you can (at least enough so the page doesn’t look dead).

Choose an ad objective and targeting. LinkedIn lets you choose between awareness, consideration and conversion campaigns. All campaign types allow you to target by account or contact. Pro Tip: Use LinkedIn Lead Gen Forms for demand gen, but only if you’re ok with limited fields and Gmail addresses.

Choose a format and make the creative. Do you want sponsored content to promote a post from your feed? Sponsored messaging to mimic outbound emails? Sidebar text ads to keep costs low? Or do you want dynamic ads that will change based on the viewer’s profile?

Set a budget. Choose from manual bidding, maximum delivery (previously automated bidding) or target cost bidding. Regardless of choice, make sure to keep an eye on the spend or set a max

As always, test and iterate to see what works best.

Discuss this free ebook

What kind of test framework yields a lot of comparative data that can help me learn as much as possible from the ads I run?

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Mastering LinkedIn Advertising
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Mekkie Bansil
2.9
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What we loved:

Makes LinkedIn ads feel simpler than you’d expect going into it

What we didn't love:

This free guide to LinkedIn Advertising is a good book for the LinkedIn newbie, but it doesn’t offer any big lightbulbs or special tricks a seasoned B2B marketer wouldn’t already know

Summary:

We know LinkedIn is actually just a little janky and corporate, but this ebook makes the process of advertising on the social platform feel smooth and slick. There’s a full walkthrough backed up with cold, hard facts so even the freshest LinkedIn advertiser will be able to get a grasp on the auction mechanics and the platform’s idiosyncrasies (like objective-based advertising or contact targeting)


26 pages
Table of contents
Interviews from the field
ISBN
978-3112567341

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