Advertising on LinkedIn

Introduction

• The value of LinkedIn Ads
• Make LinkedIn Ads work for you
• Where LinkedIn Ads fits in the digital marketing ecosystem
• Who should and shouldn't advertise on LinkedIn

1. Set Yourself Up for Success

• Time to get started
• Page access
• Ads access
• Get access through Business Manager
• Install your LinkedIn Insight Tag
• Track your conversions

2. LinkedIn's Advertising Capabilities

• Identify advertising capabilities
• Understand the advantages of ad units

3. Navigating the Types of LinkedIn Advertising

• Single image ads
• Thought leader ads: Employee and influencer
• Company boosted posts
• Video ads
• Carousel ads
• Event ads
• Document ads
• Text ads
• Use dynamic ads
• Use Sponsored Messaging
• Lead generation forms
• Connected TV

4. Preparing Your AMO

• The three pillars of a social ads: Bring your AMO
• Audience targeting
• Create your message
• Develop a persuasive offer

5. The Nitty Gritty

• Define your account structure
• Campaign groups
• Select objectives
• Targeting
• Bidding and budgeting strategy
• Retargeting strategy
• Set up retargeting sequences
• Targeting options to avoid
• Leverage AI: Add predictive audiences

6. Making It Effective

• Tracking and attribution with URL parameters
• Reporting
• Benchmarking
• Analyze performance
• New measurement suite

Conclusion

• Learn and level up