linkedin-ads-playbook-en-us.pdf - Text Ads Playbook Table...

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Text Ads Playbook
Table of contents Why Should I Advertise on LinkedIn? What Is LinkedIn? Conversion Tracking & Business Account Cheat Sheet Frequently Asked Questions Campaign Name STEP 02 Campaign Goals STEP 01 03 04 05 07 Targeting STEP 03 09 Budget & Time Period 20 STEP 04 Creative Assets STEP 05 Tracking Results STEP 07 Ad Approval STEP 06 24 29 linkedin.com/ads | 2 31 33 38 39
What is LinkedIn? LinkedIn is the world’s largest professional network, with members from hundreds of countries and territories. LinkedIn members are active, in fl uential professionals in a business frame of mind. They use LinkedIn to learn about new products and services, keep up with industry trends, research companies, network with peers, and conduct business. So whether your objective is to reach in fl uential decision makers at companies or af fl uent consumers, advertising on LinkedIn is a great way to drive new leads to your company. LinkedIn members drive business decisions 4 5 OUT OF of members are senior-level executives (and above) 39% of members are responsible for managing budgets 28% linkedin.com/ads | 3
Why should I advertise on LinkedIn? What account should I use for ads? A business account allows you to separate ads and billing information from your personal LinkedIn account and share business account access with other team members. Multiple languages Ads can be written in any of the languages supported by LinkedIn, and can be shown to members in most countries. High traf c pages Our agile platform lets you create and place ads on high- traf c pages of LinkedIn.com within minutes. Target with precision We make it easy to reach your ideal audience without wasting impressions or clicks. linkedin.com/ads | 4 Performance based LinkedIn Text Ads is an easy-to-use self-service, performance-based advertising solution.
First, let’s come up with some goals for your campaign.
De fi ne your campaign goals For any ad campaign to be successful, you need to understand your business goals. Are you trying to build brand awareness, drive traf fi c to your website, or get new leads? The clearer and more speci fi c your goals are, the more compelling your ad campaigns will be. Your campaign goals will directly affect how much you want to spend, who you want to target, and what creative assets and messaging you need to develop. STEP 01 Imagine you’re ProStock * , a small accounting software company, that wants to sell software subscriptions. What would your campaign goals be? The software is pretty expensive, so your best bet is to gather and nurture leads – then turn them into customers over time. ProStock’s campaign goals are focused on driving leads in two ways: 1. Offering free trials of their software 2. Providing educational material on the bene fi ts of using accounting software. ** ProStock Example * Fictional customer ** A lead would need to fi ll out a form in order to download the material linkedin.com/ads | 6
Now that you’ve thought about your campaign goals, let’s create a campaign name.
STEP 02 Create a campaign name

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