My name is neeraj from step 2 in bomb, and today we are going to talk about how to set up LinkedIn ads for your business. Basically a step by step guide for wicked. It’S very important to know that LinkedIn ads play a very significant role when it comes to p2p decision making as such, unlike every other tool or back from availability digital advertising world.
This is the most profound way of professional networking and therefore most performed way of targeting people by their job and professions. So if you have a solution or service which is already in the market in Excel, if you want professional buyers or deceive makers into different companies across the geographies to look into your product, LinkedIn access answer for you and if you are a new business or a Startup trying to go to the market, it’s your new products, services or a solution then also LinkedIn ads are equally applicable to you, because that gives you a brain that can see a very realistic black hole to target your consumers by a specific profession they are into So before wasting all the time, let’s get started, you start with obviously logging into LinkedIn, and once you log in and see your LinkedIn feed, you need to click on work and advertise from there.
The first thing was what you see here: is Kingdom campaign manager under LinkedIn campaign manager. You have set up accounts, you have in existence all these accounts, it could be accounts only for advertising purposes and all of them have a unique ID and account ID below them, and we enter the campaign group level now to simplify campaign manager. We started with, we are in campaign performance, so this is campaign groups.
All my campaign groups will be listed here champion. Groups are nothing but it’s very similar to ad groups in Google advertising volts. Essentially, I can organize my campaigns by groups and it helps in billing and easy identification purposes. So if you are having, let’s say one company and you have three business, verticals or different industries in your cup, you may want to create industry one industry to one industry within your campaign groups.
It’S very simple. You just create campaign groups, you XYZ whatever may be. Your name you’re in the sphere campaign. You set your budget, which is optional at Croke level. I won’t recommend doing that because this will actually your campaigns. If there are so many campaigns within your ad groups or in this campaign group, it can have probably end so you obviously have the project started end it active and just save it all.
So so that’s the grading campaign group within campaign performance, so campaign performance. Are these are general statistics in advertising world which are the impressions? Ctr clicks impression? Cts are the very common walls. You have the bed every CPM, every CPC. This is all of the advertising languages so website. Demographics are about your website. So if you have set up inside tag on your website, it will show you some numbers are and what kind of demographic variables we have.
It is good to look at from an information perspective. You don’t really use it quite often many advertising now now recently LinkedIn come with something called as interest rate base targeting, but I have we are yet to experience that in real-time account, assets are where you, you have your inside tag, your conversions and measurements, matched audience. If you were to upload a list of audience or create remarketing audience from your website or inside tag is where it sits block list you can create a set of you know, list of blocked accounts or companies.
As such, the chain firms are very important. These are out-of-the-box homes which, basically you can you can capture, leads for your business within LinkedIn as a platform, you don’t need to be driving traffic to your website or campaign landing pages all the time. This is very helpful and I see a lot of success over the last one year of while working with Indonesian forms as it history is. You know what I search.
We had the changes and stuff like that, so so tell us about the account assets, in other words, and you obviously have your profile you can go from here. You have all these settings, your account ID and edit your account details manage access to your company page or advertising campaigns. Building Center is your all about your credit card billing and everything contacted in our are your contact setting of different, preferably people, to contact to be contacted by LinkedIn, for instance, now so I’ll go back to campaign performance? This is the view which is best to have many land, and this is the landing view when you start advertising, so so two things one is: if you were to launch any campaign where you want to drive traffic to your website or landing page in simple terms, It means that if you are advertising on LinkedIn feed or LinkedIn as a platform anywhere or LinkedIn, and you want the traffic or somebody when they click or the desired action to be taken on your website, you would you would launch a campaign right from here, which Is the first step, and the second option is, if you were to launch LinkedIn, lead gen from campaign where you want the deletes to be captured within LinkedIn as a belt platform? And you want the website traffic or the traffic going from your from LinkedIn platform? To your website it as an optional or or a strict.
No, no! You may want to start with account as its first. So basically, what it means is in the backend. We actually create a LinkedIn, easy inform first, that’s first step and then we have a LinkedIn reach inform deployed. Then we can create a campaign and that campaign has a said. That campaign has the lead capture enabled as a legion form in the background. So, in simple terms, I’ll show you an example of how we create LinkedIn, lead, gen forms and then from there.
How do we really go about launching a campaign with that legion form itself, and it will cover both aspects to one option: the option, one which I told you is driving traffic from your ending pad for modeling green ash to your website, optionally, an option B. I said was around driving traffic to within the village in forms and capturing deletes right there and giving the option to the user to come to the landing page or to be retained within LinkedIn feed.
So we put a found name here, let’s say step to inbound test form. We have so many characters. The language is English and if you can’t, if you notice, on the right hand side, you see the actual view of the pop-up form the way it will appear to your end customers when you start advertising on LinkedIn. So here is the offer headline. For instance, you can go up to 60 characters, so I would just take an example of a copy of the e-book, for instance, and you have so many characters like hundred sixty characters to grab to explain the offer it is now, despite of having like, let’s say, 160 characters in my experience, 150 characters work best, and that keeps you basically when we start advertising.
I would strongly advise to add all of that here. So I want to add that now leadpages and custom questions. Obviously these are the form fields you select which to be captured. Here you can go up to a minimum. You know one to a maximum of 12 now, obviously, your chances of getting a lead capture are more when you are keeping less than four fees. So if you just happen to have, let’s say email address, you have the best bet, and – and the last thing I would recommend is to have first name and last name, for instance, so the moment you add more and more fees to it.
Your chances of somebody kicking tonight is more so on a server side, since you are trying to your customers and being a little courtesy Khurram. So since you’ll be talking to your customers well, but I think amp means like this: it’s better to keep them short and sweet as less as possible, whichever is your business preference, but in my experience, when the form fields are more, the quantity of leads coming in Is less when you have lesser form fields, the quantity of leads coming into your company are is more so likewise.
That said that that’s my recommendation, custom questions are again. If you were to have anything that you’d appear compliance, any custom questions, you can fill them custom. Checkboxes are available as well, and you can, you know, make them optional, or was you just be filling that confirmation is the confirmation message you know when the when the person said and by the way before we go further, it’s very important to know that all the Form fit the beauty of linden legion forms fundamentally.
Is that all the lead gen forms are populated or prefilled with your data, when you are on LinkedIn, app or web website as such so link, it will notice that you have already logged into your account. You will not be forced to fit in all these these states all the time unless you are logging in from a different email ID or things like that. Otherwise, your first name last name and everything else, whichever is your public information on your LinkedIn profile, will usually be a prefilled form.
So when, let’s say you start showing them ad, when your end users or customers click on them, everything will be filled in here already. So you can also this. This is also important to know when you plan your advertising campaigns further. So conformation is your. You know when somebody decides to go to your desired called election. What do you show them? So, for instance, I would say thanks for downloading the SDI and like whether you have so many so I will say thanks for downloading my Steptoe amount in book landing page URL is your exact link to that asset.
So if you are, let’s say, showing an PDF to be downloaded or HTML page to be downloaded, this landing page usually has to be exact same asset. So what will happen is when a person decides submit the information to you, they will submit the form – and this is how this this is exact information. They are going to see on their mobile door or laptop devices. So this has to be precisely that. So I am only saying my own page for now, but this is only for example.
In your case, it will be like X, Y Z, dot PDF, whatever may be the document at your end. So I did a lot of PDF campaigns for assessing b2b marketing, where we promote by papers, articles or point of views or different marketing collaterals as such. So, whichever is your server location, if your URL, it has to be a fin in here, and you say, download now or whichever there are some hidden fields with your option and you create that form essentially is called objective based advertising modeling, which is launched this year By LinkedIn ugly, it used to be very plain and slightly you know outdated.
In other words, so you have different goals in pieces. Your awareness code, you have a redness. Your brand awareness has a goal, consideration as a goal or conversions. They need to be marketing. I’Ve been using a lot of these views, consideration or conversions as such. So, like I said, if you’re you know brand of energy’s your reach, everything is focused and preached, or your maximum redness website, whether it’s engagements article views these are applicable for article campaigns, website visits and engagements are applicable for driving traffic to your website as well.
Conversions is what I have been using a lot more, so I would just take that as an example, because that’s where lead generation forms become applicable, so my objective with the generation. The next step is defining the audience. So so you could select by recenter permanent location. So you could select locations by a recent or permanent location, so I will go by a four-man rotation to be on the more accurate side.
This is geographical targeting, so you could select United States. You can type in so I example. For example, I’m saying I’m selecting knighted Kingdom so it will take up everything within the UK. So you see here you can go up to a city level. So, for example, I will select Kingston in so I will select Dallas in the US, for instance, just for example, so it creates targeting there and whatever targeting you are setting up here with all multiple parameters to be done further, you will see your forecasted results target Audience eyes one day: 74: it is forecast what will be your spend? What is your impression, probably click-through rate and 30 days, Leeds key results and approximate clicks as well now.
This is not really realistic. It matters a lot when you go launch the campaign and when you are in the market, fight for the same placement with your competition influencers and different advertisers in the market. So this is only subjective, but this is just an indicator to get started with. So I will exclude, I will leave those two places just targeting purposes exclusion is, you know you can exclude a lot of people.
So if you want to exclude certain geographies certain areas, you can do that as well. My language is English, so you narrow your audience or that this, who is your target audience? This is a very, very important step in whole of lindane, targeting because this is like a back-end of everything you see in LinkedIn feed, so we define we want to target people by job descriptions, job profiles, skill sets, they have the job functions or departments to work.
In and things like that now, there are multiple options here. The trick of the trade is that the narrower you get your price increases here. The broader you are, your reach is more and your price is less. In my experience, I have seen that if you target an audience of 100,000 and although sighs it works well in b2b advertising and I have gone up to a level of doing some campaigns which are very very initiative, like twenty five thousand audience targeting within the US.
So that works well as well, but that is like very, very niche audience like a Salesforce, professional or a sales was developer kind of targeting. So it is very dependent on that subjective criteria of your business interest. But, like I said in general, I have seen like let’s say if I have 40 campaigns in marketing one in your timeframe. I have seen that anything and everything which is hundred thousand and above is a good targeting to get started with from a quick tips perspective from a quick tips perspective in linear advertising.
What insight tribute you you can, sir, this is you. This is the targeting criteria. Like chopped at or industry your skills, we select that you can go by job experience. This works best in my case, so you can select by job functions, which are the departments they are based out of the job seniority is your their director level, cxos, bp’s and above kind of people. Some titles are very, very specific.
This gets a little narrower when you get into targeting, but but this is very, very specific definition of that job profile. So let’s say you want to reach out to finance manager, so you will say: finance analyst senior finance analyst union finance, analyst. Vice-President finance and accounts CX or chief financial officer, for instance, so from starting from a bottom level to the till the top level of the management you could define those parameters here.
Member skills are very skilled, driven things. So if you were to tell them, you know, and they’re broadly interested in sales was kind of a profile, training or operation people you could define out of that user experience is self-explanatory, so I want this pending much time on that. In my experience, two to three targeting parameters here, work best and if you get further narrower you’re targeting would go down you very high and basically it also means that in the back end, somebody has to be really ready all the time.
So if you go, let’s say I go with multi specific job, titles of sales post of the purse, for instance, so I couldn’t take that as an example as well. Just for example, sake. You see here I’m selecting sales for developers, so in the holo in the whole of United Kingdom and Dallas in the US taxes, I have only eternity audience zone, which means that I am so narrower that this 888 888 ends has to be really online across different Devices for me to be serving them ads.
So that’s the reason this is very, very narrow, so I am looking at a prolonged campaigns. So if my tradition is like say six month or one year kind of timeframe, this campaign is going to be very good. But if I’m looking at quick return on investment results, I would certainly go ahead and you know: do it 100,000 audience and above at least just to get fired with just I’m just trying to give an example that how it works and then accordingly you can choose Any of the job titles you may want to base.
So likewise you can select different. You know demographics by job experience. You can go by job functions such as accounting, so I will just take that as an example. So you see, if I’m going and none s completely job title job function is a little broader umbrella, so job function in accounting, for instance, is like for the same set of locations. I have four hundred ninety thousand people, which is a good targeting criteria to get started with so, for example, purposes.
I will just go ahead with this, so you define your target audience. You can narrow them further. You can just select and and again education job experience is, for instance, like one year to two, your kind of thing, so you can do that as well. So I will just go with the more you add the more net what you get. So you include people with any of the job functions and zero, sorry and their years of experience, starting from so it’s you can, I don’t know.
Never if you want and exclude is like if you want to select specific. This is very important by the way. So if you were to it certain companies, which are your target companies, which are your partners which are your own employees, you should definitely add them here. So one of the quick tips which I use to do integrated icing is that I always excluded my own company people. The reason thing you know I don’t want to be serving them ads because they one they will find it funny is that they are already in a poorer employee.
Second, they are, if they click, I incur the cost. So I don’t want to be paying money for getting clicks from my own employees, so this is a little best practices which I have observed in my experience with indirect. So I would quickly, though I Dennis wrote mine company, for instance, so that’s about excluding extrusion breaking here, and this is a very tricky thing. Sometimes it works. Sometimes it doesn’t.
It’S called a enable audience expansions. What happens is this? Is all a portal named algorithm in the back end, you can’t really see and really whatever targeting parameters you have it here, LinkedIn will actually go in the back end and start. You know looking at similar order against basis you’re targeting Friday over here, so I would not recommend that, but once you learn once you are at customs, with the tool feel free to experiment write your own variable.
This is very important. This is this. Your your next creative fully uploaded, so you can go with single carousel article and message, and if you see here now, single image in my experience has form the best carousal image is second to that article editor again, it depends upon the quality and content of the Article, they are good when you are looking at our awareness campaign, outreach campaigns and such colossal image image ads are again good.
If you are looking at many different assets or marketing collateral should be promoted to the other, or you have multiple messages and different web page. Layouts you want to test them out which is liked by the consumer, so this is a very good of weirdness mechanism. If you are looking at leads directly, you should look at single mayor’s or message ads. Likewise, in roadies network again, I won’t recommend to get when you getting started.
Budget is, of course, common sensical. You have a daily budget. You have both daily a total budget, an ideal view in my ideal, so anything from $ 5,200. Actually, you guys were Canadian. You can get Seth with, in my view, and the more you are, the better you are in advertising, the more reach you have, you start with $ 100 and then you see how it goes, and there is a little trick here that it can go out when You put them higher or lower.
What me not worry much about it, it is, it is not really 20 % XP and sent 11 % of the friendship which comes, but really you can start with 50 to 60 pieces, your audience targeting here and then you observe every day and optimize. The actual optimization happens when you have reached at least 10 to 15 days to observe how your campaign behaves and then, when you advertise better and there’s also an advantage with LinkedIn algorithm, so link them in the back end will actually score you on your account level.
So as to how relevant you are when you are advertising, but there is no matrix to see that in real-time, but you should be doing that if your quality score or let’s say your relevance – is better ending denies, you might be smoking better ads at a lesser Cost kind of thing: that’s what they say, but essentially you try to start with hundred dollars kind of amount and see how it grows. Schedule is your start date end date.
It is automated and answer there multiple ways you start with automated feed, and then you can get into maximum CPM, paied and manual break. This also depends upon the type of type of and campaign you are getting to. In this case, we have selected in this case. You have selected Linda, you can also according a we’re, getting option scale. Conversion tracking is optional. This is more about creating a thank-you page and then your settings and then defining.
How would you like to track conversions? This is best use. If you don’t have any tracking mechanism on your website, if you have frakking cookies or Google Analytics, I am deployed or any other analytics tool deployed along with any events or triggers. You may not require planning as such, so we move to the next, and this is you save the campaign as such? So next step is the setup, the ad campaign, so you basically create a new ad.
So this type name this ad – this is obstinate – is not visible, introductory attacks up to 600 characters destination, new IDs, where you want a traffic tribute driven to, and we have an image of five and B or smaller. So you can choose your image headline and your description, and these are ad copies, and this is whatever you may want to say to your end, customers. I would quickly show you an example test 1, so you will also get out feel of how it appears to the end users here across desktops and mobile devices destination.
Url is your URL. So if you have a URL by default, it takes here and you could edit that as well yeah. So you see his the rendition automatically comes off your home page, which is what is really there and you could edit, if you want so by default, HTML whatever the data is being pulled here is fine, you’re good to go ID and in case you want you Could customize as well here so you see it getting changed here.
Description 21 characters formed. It is. This is where you link that form. So there is step one when we, whenever we created the form you could link it here. So we say download now, for instance, call-to-action finding, whatever button will appear here, applying our download cat code learn more subscribe or register. So I would say download here and you select telling each inform you created in previous step.
So, for instance, I created sta test form. It appears here so you see, the same home is being open in here, so you create. So this is your one add. For instance, no one is being created already saving your ad and you could see all your ads in this campaign. So now we have the ad here and it’s all set up already, so we follow our steps here for setting up the campaign we have set via time instead of setting up the ads.
Now there are the best practices say that you should have more of happy at least four ads in one campaign, so you can add more apps by creating here thing more times now all the best practices and campaign optimization techniques I covered in my blog earlier, for Which I am going to give building in the description boxes below where you can follow that so have four ads in one campaign, 3 to 4x. It keeps your audience occupied to something called frequency capping which takes care of algorithm and how often your users are looking at your ad, so it’s important and then you essentially check everything, review your order and launch the campaign and your campaign goes like and if you See here my account is whole because I have not added a feeling information or a credit card in the backend, so once you launch, you will have to add, and accordingly, you move ahead with your next step.
So you launch the campaign like that.