LinkedIn Ads: Creating and Optimizing a Campaign

In part one of this two-part blog series, we went over some basics on LinkedIn ads and their usefulness within online marketing and SEO areas. While most in the business realm know LinkedIn as a networking and connections platform, some are unaware of how vital this service also is for marketing and advertising.

At Be Locally, our wide-ranging online marketing services include a full range of social media services, from Facebook and Twitter to Instagram, Pinterest and, yes, LinkedIn. While part one of our series went over the entities who often utilize LinkedIn and some important cost factors, today’s part two will go through a step-by-step approach to creating your LinkedIn ads and targeting them directly to the right audiences.

LinkedIn ads optimizing campaign

Campaign Manager

First and foremost, you’ll want to create a campaign manager account, which LinkedIn makes very easy. From the homepage, click the “work” area and select Advertise, at which point you’ll be invited to set up the manager account.

Goals and Target Audience

Once your account is set up, it’s time to talk about general objectives. What are you trying to accomplish with your LinkedIn ad? Are you trying to build an email list, or sign up users for a trial product of some sort? Your goals are the foundation of what will be included in your ad, so you need to know what they are first.

And hand-in-hand with this process will be the identification of your target audience. This will depend on numerous factors, from your company size and type to user interests, groups, skills, job titles and more. There are specific sections within LinkedIn ads that will allow you to optimize for target audiences, including how your choices will impact the size of your market and click-through rates.

Ad Format

LinkedIn offers four ad formats to mix and match from:

  • Sponsored posts: Appear in user’s feeds as prompts
  • Message ads: Sponsored texts send to inboxes
  • Dynamic ads: Ads that appear in the sidebar and can be customized to various demographics
  • Text ads: The simplest to create, offering pay-per-click (PPC) or cost-per-impression (CPM) options.

Budgeting Factors

Likewise, you’ll have three distinct budget templates to choose from:

  • CPS: Cost per send refers to message ads only.
  • CPC: Cost per click allows you to pay only when people visit a landing page, register for an event or follow your business.
  • CPM: Cost per impression is the most robust budget format, especially for new brands looking to raise awareness.


Finally, once all of the above elements are organized, you’ll be ready to launch your LinkedIn campaign. However, be aware that the work isn’t done – in fact, some of it has only begun. Using your live campaign statistics, such as impressions, clicks, actions and costs, you can spend time revising and optimizing your campaign to eventually find the best program.

For more on how to create LinkedIn ads that will benefit your business, or to learn about any of our social media marketing, SEO or other online marketing services, speak to the staff at Be Locally today.

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