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.

1. 7STEPSTOSETTINGUPSUCCESSFUL
LINKEDINADCAMPAIGNS

2. WHYADVERTISEON 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

3. STEP1: SET-UPYOURACCOUNT
You can set-up multiple
advertising accounts.
LINKEDIN CHARGES £4
FOR SET-UP.

4. STEP2: CREATECAMPAIGN
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.

5. EXAMPLECAMPAIGNSTRUCTURE
Location
campaign
London
Service 1
Service 2
Manchester
Service 1
Service 2
Birmingham
Service 1
Service 2

6. STEP3: WRITEADVERTS
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.

7. EXAMPLEADGROUPSTRUCTURE
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

8. STEP3: WRITEADVERTS
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.

9. STEP4: CREATELANDINGPAGES
YOURLANDINGPAGESMUSTCONVERT!
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/

10. STEP5: SET-UPANDTARGET
• 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.

11. STEP6: BUDGET
HOWMUCHSHOULDIBID?
• Always bid the minimum
• Give the campaign a healthy daily budget
• LinkedIn have a 20% overcharge policy
HOWLONGSHOULDITRUNFOR?
• It will vary but you will usually see drop-off after a week.

12. STEP7: MONITORANDTWEAK
• 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?

13. 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.
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