How to Run LinkedIn Ads: 2017 PPC Advertising Tutorial for Beginners

TL;DR

To start LinkedIn advertising, connect a LinkedIn business or company page to an ad account and create a campaign in Campaign Manager. The tutorial explains three ad products, sponsored content, text ads, and sponsored InMail, along with audience targeting, campaign URLs, conversion tracking, ad variations, and reach-expansion options. Read on for direct answers about setting up and optimizing LinkedIn PPC campaigns.

Transcript

all right what's up everyone welcome to the Surfside PPC YouTube channel today's lesson is going to be the ultimate LinkedIn advertising tutorial so we're gonna be going over LinkedIn paid advertising every different advertising method that you have on LinkedIn every type of ad you can create we're gonna go over today the only thing we're not going... Read More

Key Insights

• 😫 Setting up a LinkedIn business account is a prerequisite for advertising on LinkedIn.
• 🫠 Sponsored content, text ads, and sponsored in-mail ads are the three main ad types available on LinkedIn.
• 🎯 Targeting the right audience is crucial for successful LinkedIn ad campaigns, and member groups can be a valuable targeting tool.
• 👨‍🦱 Conversion tracking can be challenging when sending traffic to external platforms, but unique campaign URLs can help track performance in Google Analytics.
• 🫠 Creating multiple ad variations and continuously optimizing campaigns is recommended for better results.
• 🥺 LinkedIn lead gen forms are another ad option for collecting leads directly on LinkedIn.
• 🫠 The LinkedIn Audience Network and Audience Expansion features can help expand the reach of your ads.

Questions & Answers

Q: How do beginners start advertising on LinkedIn?

Set up a LinkedIn business or company page and connect it to your personal LinkedIn account. Then go to linkedin.com/ad/accounts, add an ad account, open Campaign Manager, and select “Create campaign.”

Q: What types of ads can be created on LinkedIn?

The three ad products covered are sponsored content, text ads, and sponsored InMail. Sponsored content resembles a regular post in the LinkedIn feed, text ads appear on the right side of the screen, and sponsored InMail sends targeted messages to LinkedIn users.

Q: How do you create a sponsored content campaign on LinkedIn?

Choose sponsored content, name the campaign, select the audience language, and decide whether to send people to your website or content. You can select an existing company-page post or create new sponsored content before proceeding to audience targeting.

Q: How do you target the right audience for LinkedIn ads?

LinkedIn campaigns can be targeted using criteria such as location, language, job titles, company names, and member groups. Member groups can help reach people who have already demonstrated interests related to the promoted product or service.

Q: How can you track LinkedIn ad campaign performance?

LinkedIn provides website and conversion-tracking options in Campaign Manager. When traffic goes to an external destination such as YouTube, the tutorial recommends creating unique campaign URLs with Google URL Builder and monitoring them in Google Analytics.

Q: What are LinkedIn lead gen forms used for?

LinkedIn lead gen forms collect prospect information directly through a LinkedIn advertisement. Leads can be downloaded from Campaign Manager or sent to a connected marketing automation provider or CRM, although the tutorial does not demonstrate the setup process.

Q: Why should you create multiple LinkedIn ad variations?

Creating multiple ad variations gives you alternatives to test within a campaign. The tutorial recommends continuously optimizing campaigns based on their results to improve performance.

Q: How can LinkedIn ads reach a broader audience?

LinkedIn Audience Network and Audience Expansion can extend campaign reach beyond the initially defined audience. These options should support the campaign’s targeting goals rather than replace careful audience selection.

Summary & Key Takeaways

• The tutorial provides a step-by-step guide on setting up a LinkedIn business account and navigating the ad manager platform.

• It explains the different types of ads available on LinkedIn, including sponsored content, text ads, and sponsored in-mail ads.

• The tutorial emphasizes the importance of targeting the right audience and offers tips on selecting specific criteria and using LinkedIn groups to optimize ad campaigns.