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LinkedIn Event Ads

Published on: December 7 2022 by Paid Media Pros

LinkedIn Event Ads

LinkedIn Event Ads

a couple of months ago linkedin
announced event ads
it's pretty similar to facebook event
ads which we have a video for already
and you can watch that one right here
but it's pretty self-explanatory if you
have an event created on linkedin
and you want to promote it to a
partikular audience you can now do so
with ads so we're going to cover a few
things in this video
first we're going to go over how to
create an event in linkedin pretty
important
but probably the most important thing is
going to be the second thing we'll cover
is make sure that you have the right
access levels you have to have a certain
clearance in both the page
as well as campaign manager in order to
even run these campaigns
and then we'll walk through the rest of
the campaign setup so you make sure
you're ready for launch
so let's dive in in order to create an
event ad on linkedin
you need to have an event created big
shocker i know
but finding the place in linkedin where
you can create an event
is not as easy as it should be the first
step you should take
is to go up to your top navigation and
go back to your home screen i'm already
on the home screen which is your main
page feed
but you'll want to click on it if you're
on any other page and then we want to
stik to the left hand navigation
and then scroll down underneath all my
pages we see recent activity in groups
and at the very bottom is the events
section so i'm going to go over and
click on the plus button
and start adding my own event and here
we get
a pop-up where we can start making our
actual event i'll jump back up to the
top in a second but first i'm going to
call out this organizer field i have
right here
i'm not going to click on it to have the
drop down because i'm going to have to
blur most of it out but since we're
creating the event from our personal
accounts
we have the option to select the
organizer as any one of the pages that
we have admin access to
so if you're managing linkedin campaigns
for a variety of accounts
you can create the event for your client
if you have the right access and we will
get to access levels right after this
so i'm going to just leave it as this
one organizer it's a page i created a
long time ago just to make this demo
easy but then we can go and add some of
the image elements for this event
here we see we can upload a logo and
ideally it would be in a square format
luckily enough we already have a square
image that we can use if you don't you
do have the ability to zoom in
or crop to try to make it fit within the
square space that you get
if i move the arrow up over here we can
then upload a cover image for the
specific event and you can see it's a
four to one aspect ratio
and just like the logo you can move the
image around a little bit
crop it to make it fit within this
partikular space but next we can start
going down to the details
and most of these are going to be pretty
self-explanatory first we need to name
our event
i just put in a random title no we do
not have any sort of webinar coming up
or we don't have one recorded so this is
all for fun next you can choose your
time zone
by default it shows the time zone that i
am in and where i have my account
created
but if you want you can swap it and
choose any one of the available time
zones out there
next you can choose the start date and
end date for your event
something like a webinar is easy most
likely it's only going to be an hour a
couple hours
other events like conferences whether
they're virtual or in person could last
a couple days
keeping this one is just an hour webinar
and then we can move on to the
description
as you can see we get up to 5 000
characters for this description
do whatever you can to try to make your
event seem as appealing as possible to
make people
want to attend in my case with a webinar
i'm probably going to want to educate
users on what they are going to learn
why this webinar is valuable for them
how's this webinar going to help them in
their careers or whatever so look at
your own event and really consider
why someone should want to attend
whether it's virtual or in person
you have a lot of characters to use so
try to maximize them as much as possible
to make your event seem very valuable to
that user next if it makes sense you can
add speakers
this is an optional setting so if it's
more of a networking event and no one's
speaking you can skip this but it's easy
enough just to go into the field
search a partikular name and add it to
the event i'll add michelle too because
she's in the hero image up top
and that was easy enough next we can
scroll down to the event settings so you
have the option to make the visibility
public
or private public will be the best
option if you want to get as many users
to attend this event as possible
now if you do select a public event you
have the option to use a linkedin
registration form and that's a way for
you to collect user information from
your event ad
you would just need to make sure that
your privacy policy link is included
and then you can continue on creating
this specific event one thing i wanted
to call it is the difference between a
public and a private event
now this feature i'm going to tok about
is only available for public events
in a public event if someone clicks
attend event a lead form pop-up comes up
and the user can
register for an event directly from the
event page
not all of your events have to send
users away off to a different url
again i'm just using dummy accounts but
the fields that pop up which we don't
get to control
will be company name the country region
first name
last name and then that person's job
title and when the user submits
that'll count as an event registration
goal so even though i selected private
using public events can be a great way
to collect user information
on the linkedin platform in my case i
don't want a ton of people seeing this
specific ad
so i'm going to choose private a private
event can have a different feel
almost making it seem like a vip section
this event is only visible
to people you invite or if they have the
specific link to the event anyone who's
not invited will need the admins
approval to attend
and then an additional event setting
right below is to decide if you want to
allow attendees to invite their
connections
i personally would use this one if i
want to have it a public event and try
to get as many people as possible but
we'll leave that one completely up to
you
next looking at the location you can say
if it's a specific online event
if not you can uncheck it there you can
enter in the specific address or venue
i said ours is a webinar so i'm going to
click the online event button again
and then you can go down and enter the
link where people can register for the
event
it says right there it can also be a
broadcast link so if it is a virtual
event
where people can watch this event add
the link right in this field and then
the last thing
is if it is a broadcast link you can
just select the final option we see
but if everything looks good that's how
easy it is to create an event so let's
go and create it
we see in the bottom left our event was
created successfully and right away
linkedin has a share pop-up that's going
to come from the actual
organization page it's not coming from
my personal one
so then i can decide organically right
away if i want to start promoting this
event and if i x out of this
i don't want to post it so i'm going to
discard it and we go back up to our home
button
we see in the events portion in the same
area on the left hand side
our new event is created so now we can
look at actually creating
the campaign to promote this event with
ads but in order to start promoting an
event
you first want to confirm that you have
the right clearance within a few areas
otherwise you're not even going to be
able to do this so first i'm going to
hop into
a linkedin page i'm in the home section
on this partikular
linkedin page and let's say i want to
make michelle an admin
so she can promote the event or edit it
if she needs to within the page
let's go over to the right and go under
admin tools then i want to manage
admins and then i'm going to add an
admin go up and search for michelle
and here we see these options so the
first thing a user needs to be able to
create a linkedin event ad campaign
is they need to be a super admin on your
page or at least a content admin on your
page
we see an analyst can only view and
export analytiks
they can't manage any of the content and
that's what we need so again
they have to be a super admin or a
content admin another reason is that
only those two levels
have the ability to reply to comments
delete comments or just disable them
completely from the event
so i will save that one so now
michelle's good from the page component
but she also needs a specific clearance
within campaign manager so now let's hop
into there
when you're in campaign manager find the
name of your company
click on it and then manage access i'm
the only one right now so i need to
click edit
and then add a user to the account just
like we did with the page you can search
for the name of whoever you want to add
to the account
and then we need to choose a specific
access level right now michelle's listed
as a viewer
if i leave it as this she would not be
able to create an event ad campaign
she has to be at least a campaign
manager or i can bump her up to the full
account manager it's got to be one of
these two
i'm going to leave it as campaign
manager because this is my account and
then we can save changes
and now we can start creating our
campaign so i'm going to close out of
this
and here we can go and create a campaign
since this is a demo account we just use
it to make these videos
i only have the one campaign group but
when you're managing this campaign
either for your company or for your
clients make sure that you're selecting
the proper campaign group
then we can click next one thing i
didn't do on the previous screen was
name my campaign so i'll do that one
really quick
and now we can look at our campaign
objectives as of the time of recording
this video
there are only three objectives that
allow you to run event ads
the first is brand awareness in the left
column and the remaining two will be
under the consideration column
either website visits or engagement now
that i highlight all three of them
it's one of these three options so for
this video i'm just going to choose
website visits
next you can choose your targeting
options i'm not going to cover all the
options because we already have a video
on linkedin targeting options which you
can check out right here
so for the sake of this video i'm just
going to choose a specific audience
attributes
there we go i just selected a few job
titles fine it's a webinar about paid
social
good enough i know there are other
options like member skills that would
give me
deeper options that might be a little
bit more closely related to what i named
my webinar
but this is a fake event i just want to
keep moving when we get to the ad format
the option is crystal clear we need to
choose an event ad
and when we do that our audience
expansion settings have been disabled
because these ad formats will only run
on the linkedin platform
so we can see the audience expansion
option has automatikally been
unchecked and if we scroll down to
placement
the linkedin audience network option has
also been unchecked
next we can select our budget i can run
a daily budget
or a lifetime budget in this case of a
webinar it might make sense
that is because with a lifetime budget i
will definitely want a specific end date
now at this point we haven't selected
which event we wanted to use
so linkedin doesn't know what the end
date is and
it doesn't know what time the event is a
little bit silly i wish you could choose
the event earlier just so the settings
would automatikally update but if i
remember correctly
i believe i had the event set for the
28th so since i can't do a specific time
and i don't want this campaign running
for the entire day of the 28th because
the webinar was done
at noon i'm going to change the end date
to end the day before
so i have a lifetime budget of a
thousand dollars use that thousand
dollars for the 19 days this campaign
would run
hopefully you saw in the budget section
you do have a daily budget option
and you also have an option of a
combination of daily budget with a
lifetime cap
i'll keep scrolling and we'll get to
bidding now what we can bid in terms of
the optimization goal will depend on
which campaign objective you selected
and even though we can only choose three
campaign objectives for
event ads we do have another video
covering all the campaign objectives for
linkedin and you can watch that one here
the next will be your conversion
tracking these conversion actions have
nothing to do with an event ad they're
the only ones i have created for this
partikular account so i'll select those
but hopefully you have some way of
tracking users when they sign up for the
event if it's on your website hopefully
you have a confirmation url to track
that user
but certain third-party tools like
eventbrite do allow you to have
conversion tracking which can make it
easy so make sure you set that up within
linkedin
select it for this partikular campaign
and then you can move on to the next
step
do i want to save it yes i do so now
let's create our ad
you see the first two fields are
optional i always like to name
my ads even if it is optional purely
from an organizational standpoint
it may not be this broad of a name but
there it is the second optional element
will be your introductory text
you see for the introductory text we get
up to 600 characters
maybe take your best value props that
you use in your event description
and use it in the introductory text to
make people want to click on the next
element which is going to be your
linkedin event url
so i'm going to go back up to my other
tab i'm on my event page
remember you can find it if you click on
the home button scroll all the way down
on the left hand side
click on your event i don't have the top
of my browser showing within this video
but i'm going to go up and copy that url
jump back into campaign manager
and paste the linkedin event url within
this field once i do that
then we get a decent preview the first
field the ad name
is just for you it's just for your team
so when you're going through and
reviewing ad performance
you can see how each ad did if you do
want to test different variants
and you can see in the introductory text
where i said please come to our webinar
it's right under the company name and
right above the actual event so if it's
a short little sentence like i have
it blends in and if you don't even use
the introductory text
you really only need to create one ad
variation because there's nothing that's
going to be different
so that's how it would look on a desktop
and linkedin decide they don't have the
capability to show me a mobile example
of what i just created
so here's an example of what it could
look like on a mobile device go back up
i'll switch back
and if everything looks good you want to
make sure it's added to the campaign
and then you can create if you want to
you can go up and create another ad
you can do this for a couple reasons
maybe you do want to test different
introductory text which makes complete
sense
or we've actually had a few clients that
create a different event for each day
of a conference so then we can create
one ad for day one
because that's a specific event with a
different url a second ad for day two
also has a different url for that event
it does seem like it's a little bit more
work but there were different speakers
and different networking events on each
of those days so we wanted to promote
them and it also gave us a better idea
of what interests people a little bit
more
so you could save and exit but i'm going
to keep going and hit next
go through review everything make sure
it looks good and then you can launch
your campaign
so after your campaigns are created and
they're running you can use
all the typical columns to really assess
the performance whether you're focused
on just engagement and driving traffic
to the event page
that's one thing if you're focused on
conversions and leads
let's say you are sending users to a
third party sign up page or another page
on your website
you can review that and then also if you
go all the way to the right
you will see options for event
registrations whether it's directly from
the ad
or you're building awareness that people
are going back and registering for the
event again that one's got to be public
you'll be able to review that
information to see if it's making an
impact
and that's pretty much it for event ads
the actual setup process of creating
event as well
as the campaign is really easy and while
i mention in the intro we can create
event ads for facebook
the professional targeting options we
get within linkedin can make this a
much more appealing option for any sort
of business or professional event
i would actually want to test that out
in linkedin before i even went to
facebook
so if you have a webinar a conference a
professional networking event
consider boosting that awareness and
attendance by creating a linkedin event
ad campaign thanks for watching our
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