Create ad campaign in LinkedIn

1. Set the action you want your professional audience to take after seeing your ad.

LinkedIn supports full-funnel objectives from lower-funnel conversion campaigns to top-of-funnel awareness building campaigns.

2. Choose the content you're going to promote, whether it's Sponsored Messaging, Sponsored Content, Text Ads, Dynamic Ads, or a mix of all four.

Each of the four methods has its own pros and cons, allowing you to focus on specific promotion strategies: Sponsored Content is promoted posts on users’ homepage feeds, alongside organic content. It lets you share your native content with a targeted audience using carousel, video, or image format. Sponsored InMail delivers customized content directly to the inbox of your audience. They allow you to build trust because prospects feel like you’re talking directly to them. InMails are useful for promoting content, sending personalized invites to webinars or events, driving the quality conversation for your solutions, or attracting new leads. Text Ads appear on the right rail or at the top of the page and consist of a linked headline, brief text, and an optional image. They are ideal when you want to create a fast and easy ad that will drive users to your site and create potential leads. Dynamic Ads pop up on the right rail of LinkedIn pages and let you showcase your products, attract visitors, and share thought leadership. They are effective because they’re automatically customized for each viewer. Dynamic ad variations include Follower Ads to help you attract more followers, Spotlight Ads to highlight valuable content you want to share, and Content Ads to encourage the audience to download content like a how-to guide or white paper.

3. Click on Account Assets > Matched Audiences > Create an Audience to create an audience based on traits like company name, job title and industry.

Upload a CSV file of the email address or companies to target contacts or account lists. Use data integration to target audiences based on email contacts. In this case, you’ll need to add API keys to your data integration platform for your list to appear.

4. Click on the Include drop-down under the location you want to target to reach members who live in this location. Tick the Target members who live in this location checkbox to target users who live in that location permanently and aren't just visiting.

With geo-targeting, you can ensure the promotional content you post on your company page is targeted to the correct geographic audience, thereby optimizing the ability to reach the most relevant audience. LinkedIn allows you to target local or international audiences, depending on your goals. You can also exclude areas you don’t want to run advertisements in to reduce costs. The problem is, you cannot target your audience by radius level or zip code. This means less control over your ad budget, not being able to exclude areas at a granular level, or segment your audience based on your user’s zip codes.

5. Select specific targeting criteria to zero in on your ideal audience.

The most common targeting criteria include: Target members by company name, location, company size, industry, job seniority, job title, and job functions using specific targeting criteria.  Target audience by location, industry, job title, and language for great results. You can also target by companies, but you’ll need to specify job positions in the targeting criteria to reach the right office. Choose your audience attributes based on broad targeting facets like company, demographics, education, interests, and job experience. Select the estimated target audience size to determine an estimated number of members who meet your specific targeting criteria.

6. Decide whether to enable or disable the LinkedIn Audience Expansion.

The Audience Expansion feature enables LinkedIn to automatically match you up with users who meet your initial targeting criteria like skills, groups, and company. The feature is available for Text Ads and Sponsored Ads. When you create a new campaign, the targeting option is enabled by default. Leave it as-is if you have a small target audience, as the feature will help your campaign reach more of the right people without editing any of your existing settings. You can also use Audience Expansion when your campaign performance starts to drop. The feature will extend the campaign’s life. The downside of Audience Expansion is that you’ll not know who LinkedIn is extending your reach. So it’s risky spending your ad dollars on such reach. So you may want to disable the feature if you are concerned about budget as the engagement and conversion rates are not known with Audience Expansion.

7. Use gated content to get your content to your target audience at the right time and place.

Gated content is an effective way to get prospects into a marketing funnel. Important considerations include:  Only use forms on the very best content. Keep your forms as precise as possible.  Don’t ask for information that you do not need. Avoid asking for phone numbers on a landing page, as this will reduce the number of members who fill it out.