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linkedin sponsored ads

Published on: January 31 2023 by pipiads

How to Create LinkedIn Sponsored Content Ads: A Walkthrough

-. You may have heard that LinkedIn ads are expensive, And that may be true, But also some of that could be that people aren't using the right combination of ad formats and bidding. So I'm going to show you sponsored content, which is what I recommend to all of my clients as the very first step into LinkedIn ads. They're tried and true, They're low risk And they're high reach. Stik around as I show you how to create your own sponsored content ads. (bright music). Sponsored content ads are by far my favorite type of ad format, And the reason why is because they're so good at reaching people, because they're right in your newsfeed and that's the first place that you go on LinkedIn. They're also a nice middle of the road format. They're not LinkedIn's least expensive And they're certainly not LinkedIn's most expensive click So lot's of reach for kind of middle of the road prices. They're also very versatile. You can have video or carousel or you can run LinkedIn lead gen form ads off of them. So pretty much whatever you wanna do with ads, sponsored content has the right way to do it. Let's jump in and I'll show you how to start creating these right now. So as soon as you get to your dashboard, you want to click in the campaign group that you want to start with. I'm just gonna start with Default Campaign Group, because you definitely have this in your account. Then here we click Create Campaign And at this point you get to choose an objective. Now definitely check out the video- we did all about objectives- to see which one you should choose. But just for fun I'm going to go with website visits Once we've chosen our objective. now we get to get into the targeting. I want to go after an audience of social media marketers because we wanna advertise Social Media Marketing World. We're gonna do that through skills, job experience, member skills. I'll type social media and I can get social media marketing, social media optimization, social media advertising, social media measurement. Now, after selecting just skill, in the US we get 8.5 million people, which is quite large. I generally recommend audience sizes between about 20,000 to 80,000.. So if we want to further qualify these people a little bit more, there might be some other things I'd take into account. I'm going to come to Narrow Audience Further. Maybe your company wouldn't be willing to send you to a conference if you had fewer than, let's say, 10 employees. So I'll go to Company here and I'll say Company Size And we're gonna shoot for maybe 51 and above. So that brings us to 4.2 million, And I may want to also qualify this a little bit by seniority. So I'll come to Narrow Audience Further and Job Experience and Job Seniority. While anyone can get value out of a social media marketing conference, we're gonna focus just on managers And you can see that by selecting Manager we get a target audience of 560,000, which is still a little bit bigger than I'd like to be. Now I'm gonna filter down a little bit by interests. So if I go to Audience, Attributes, Interests, Member Interests, there's Marketing and Advertising And under Digital Marketing I wonder: yeah, we have a Social Media Marketing interest. These are people who have engaged with posts on LinkedIn about social media marketing. That takes us right to 50,000, which is the range I wanna be in. So now that we've selected who our audience is, I'm gonna make sure I've unchecked this box, Enable Audience Expansion And I come down and choose my ad format. I would almost always recommend a single image ad. You can do a carousel, like we can on Facebook, or a video, But video you need creative and video tends to be expensive on LinkedIn And carousel means you have to create multiple ads. every time you create one ad It doesn't give you much of a performance benefit. So let's stik with Single Image Ad here, The Audience Network. you can take it or you can leave it. I like it when you have small audiences that you're trying to get in front of them as often as possible, But for this I don't think we need it. Then you come down here to the Bidding and Budgeting section. Set a daily budget for wherever you're comfortable. We'll stik with about $50 a day And here at Bid Type, I would always recommend starting with Cost Per Click because it's the least risky way to do it, And definitely uncheck this box. to start out with, Optimize my Bid for More Results, because that is LinkedIn using their data set to decide who out of your target audience should see the ads And to just get a level set of who this audience is and how they respond to my ads. I don't want any sort of optimization happening yet. Then you get down to Bid Amount And LinkedIn will recommend something. that looks pretty crazy. honestly, I wanna see how low LinkedIn can go. So if I put like $2 in here, you see LinkedIn comes back and says, "Your bid needs to be at least $6.76.". Now I know what the very minimum is, so I'm gonna put in $6.75.. The reason why is, if my daily budget here is $50 per day, I can spend $50 per day on a very minimum bid. then I just got the cheapest cost-per-click possible from the network. But if I'm betting $6.76 and I only end up spending about $20 per day, then I know I'll probably have to come in and increase my bids. Before we leave this screen, we're going to want to give a really good descriptive name to this campaign so that we can manage our account really quickly. So come up here to the pencil icon for the campaign name. Let's name this one. I like to name them after the ad format and the objective and the audience. So we'll do SC for Sponsored Content, WV for Website Visits, and then I'll describe who this audience is. So these are Social Media Marketing Skills Plus Manager Seniority, and this is a Social Media Marketing interest in the United States. So now I've got a really good name for this campaign And any sponsored content website visits traffic I ever send to social media marketers. I can use this campaign style And now we get to click on here: Create New Ad. The most important part to this ad is what's in the introductory text. I'll paste in this text that I already kind of whipped up before, And then for the destination URL, This is where you put in your full URL. Now you can see as soon as I put that destination URL in, LinkedIn went and grabbed the first image on the page as well as the title tag of the page that they put in as the headline, And then the meta description of the page becomes the description. here We do care about the image. I'm going to show you how to insert one, So I'll click Upload here, and that means 1200 pixels wide by 627 tall. Now our preview looks good. I really like to describe here what people are getting, what your offer is, as well as give it a name. We're explaining what someone is getting. it's attending the top social media conference, And then we're giving it a name: it's Social Media Marketing World 2020.. The intro text is the most important part of the ad, The two pieces that you wanna make sure you get in here: Number one, why you should pay attention, And then number two, a call to action. Social media marketers, listen up. Social Media Marketing World is the one event you need to attend this year. So that's effectively why you should pay attention. And then we want a shorter call to action. I have Register Now. That could be: come check out the conference. Then down here in Description, literally you can put whatever you want, because for some reason this field is never seen anywhere, So you can leave it blank. Finally, your call to action here- In this case it might be something like learn more or register or attend- is really good for a conference. When I click Create here, if this checkbox is selected, this will automatikally be added to the campaign that I'm building And that's what I wanna do. So when I click Create now you can see the status of this add. It says Campaign in Dr.

Linkedin Ads -Campanha de Sponsored InMail - Mensagem

e para pessoal. hoje vamos criar uma campanha de mensagens no Linkedin. chama sponsor vence, ele envia mensagens para o como se fosse Direction Messenger do Facebook, Instagram. ele aqui o pessoal que a gente escrevendo as mensagens. então a gente vai vir hoje criar uma campanha de mensagens por cargos aqui no edital. vamos lá, você vai entrar no seu perfil, é que vai estar veicular anúncios. partir do momento você vai criar em veicular anúncios. nós vamos cair nessa página, aqui no gerenciador de campanhas e do próprio brinquedinho. então, se você não tem uma conta, aí você vai criar uma conta. né você vai colocar o nome da sua conta, vai selecionar aqui, perfeita, o Brasil real e vai colocar o link das. eu completei, se tem que criar uma Company page aí dentro, brinquedinho, seria uma fanpage no Facebook. frio a conta, beleza dos criou a conta aqui. eu vou selecionar essas contas que eu já tenho. Então nós vamos para cá e aqui você vai em criar. né vai criar campanha. Então vamos ter a campanha aqui. beleza, eu vou colocar uma aqui. peste acompanha a gente depois saber qual que é essa campanha e eles podem utilizar outro grupo, criar um grupo novo. tchau, grupo Leite, a gente te ligar. quando se opera a campanha, ele já vai esfriar. bom, então ele não entende. ele tem conhecimento de marca com as opções de ações, visitas ao site e ele vai ficar aqui atrás site para Um textinho, para as coisas aqui que Dinho, engajamento no com o peixe para ganhar seguidores ou um conteúdo não do evento, visualização de vídeo, conversão, geração dele. talentos do LinkedIn em formular o versão cristais, também pode ser um formulário no site e deve optar pelo LinkedIn e a parte de vagas públicas de tem aqui também. eu vou colocar aqui visitas ao site, colocar opção e aqui ele fala para gente faltar. você está usando tag e a ser à tarde do interruptor do Facebook, o aparelho, o Google, né, então a gente vai criar essa parte aqui também. mais para frente, então vamo aqui vendo LinkedIn que sol começa nessa campanha um pouco brinquedinho, já tem criar, não se caso, depois eu vou fazer outras campanhas ou gravar os vídeos, outras aulas. Oi, gente vai ver nossa na seleção de pouco, mas vamos um pouquinho. ele já tem alguns público selecionados aqui para gente. então um serviço trabalha com algum, algum público e tem aqui a gente pode utilizar esse público já criado pelo próprio, impedindo nosso plantão. conhecimento ou seja profissionais, conhecimento sábio, tem RH corporativo, experiência do cliente, conhecimento em planejamento de recursos, RPM, assessores Que não serão, é que tá lisinho aqui um Vencedor de ti, médicos, enfermeiros, profissionais de compras, proprietários de Pequenas Empresas, Então vamos colocar aqui, eu vou colocar aqui que ajustem às vezes um produto. área de segurança da informação. então a gente quer anunciar, quer mandar uma mensagem para quintal, estava no pedir com os carros, relacionada profissional e segurança. o Ok, beleza, filho, está aqui. bom, então quando tiver aqui em forma de utilização que dia que tá nível Brasil, a gente pode mudar a cidade aqui, se eu quiser tirar um pouquinho, ficar São Paulo, São Paulo para fora, região Brasil, e se quiser aquela para a região, ele vai dar aqui do lado que a o 13 mil pessoas com esse carro para São Paulo e região, 38 por se tratar de alterações. oito por cento na área de engenharia, 800 TV, significado de proteção. a gente faz um nível de experiência desse público do tempo desse 13.000 que só entre São Paulo e região e é até oito por cento, 113 mil tem é na área Sênior at senhor: 23 por cento desse povo que é iniciante. cinco porcento é gerente e faz o que é uma experiência. quarenta e dois por cento disco tem 12 anos ou mais. seguir dez anos ou mais. tamanho da empresa: 27 por cento desse público tem mais de 10 mil funcionários, quinze por cento de mil a 5 mil seguidores, Oi, 19 porcentagem de Tecnologia da Informação, serviços, bancos e financeiras. então o review aqui desse produto e pronto que ele já faz para gente. e aqui um outra coisa bem importante: pessoa, área de idiomas, no caso, aqui já faz campanha no Google, o Google 23, kanalen, três, quatro dias, mas quantas vezes quiserem, né tem que tar com o navegador elidion brinquedinho, não tem como é que duplicar campanha. então a gente fazer aqui ó outro 13.000, mas se a gente coloca ele tá com brinquedinho de homem em português, não fosse por mim, você, já que ele público de 13 mil mil estão um brinquedinho, idioma inglês, acidente quiser atingir, e depois a gente tem que ter ficar essa campanha. eles moravam de amor deixando português ó. e aqui dentro aquele público construído, já que a gente fornece, ele te dá os cargos atuais, tem público né o diretor de segurança da informação, gerencial das informações, especialista em segurança informação, chefe segurança, administrador de rede, consultor de segurança de rede de networking Security, responsável pela segurança. então ter todos os cargos ligados na área de segurança de informação que está com esse cargos aqui definidos, queremos que lecionou por cima, né é o corpo já pronto de profissionais de segurança da informação. a outra coisa: detalhe: aqui ele tem a opção de localidade recente, o permanente. você vai pegar inteiro recentemente pela região São Paulo ou se a gente quer pegar só mais que isso, aqui é permanente na região, colocar somente permanente. ele não foi muito aqui no resultado lá. bom, então, chegando aqui, qual que é o formato de anúncio, a gente também tem aqui a parte de restringir públicas, restringir o nível de experiência, depois encontrar mais da tarde outras aulas. dois, corrigir alguns motivação, tipo que eu recomendo, ele não é que faz trazer um resultado diferente aqui, mas aqui em questão de mudança, tipo pegar vou ter a multa, um qualquer dúvida. pessoas clica aqui nos integrações enquanto pessoas semelhantes ao seu público-alvo, com base em atributos, com carga e pesou competências, Então na verdade está criando esse público que a gente já tem. ele vai criar um pouco mais, é uma opção legal, não tem notícia, a gente pode deixar tipo a gente aumentar um pouco público. Então a gente vai ser nessa. naquela anúncio de mensagem. é o que a gente tá chovendo aqui na aula hoje, não anúncio mensagem, a beleza aqui o audiência Network aplicativos, o site partikipa do tema está em Caxias do Google também tem no site perceber para mais perto da modalidade de campanha. ela não tá, não é possível precisar de campanha e vamos dormir. orçamentos: né, então deixe o orçamento de ara. o orçamento diário já é total de área total. o Linkedin é da sempre mínimo 20 raiz por dia. não aceita no Face. então manda atenção, esse primeiro pessoal para se conectar com ações. lançamento por campanha de raiz por dia. a data do início da campanha interna: causar dependência externa: sendo que você ativar para colocar HD externo, ele vai te dar um mês a mais do da data de hoje. então, muita atenção para isso e você vai ter que voltar aqui e se fosse uma semana, vou colocar uma semana que eu sempre. muita atenção que toka toda vez que você tiver nesse terno, ele vai te dar um mês. eu te amo muito, ó, e aqui baseado. Então, essas datas: né oito dias de campanha com investimento de 20, a gente tá falando que só prestar r$ 160 com público de 12 mil pessoas e investimento de 41, 150, esses caras, ele vai disparar todos os 240, 980, começar mais ou menos esse resultado. as metas de utilização estão no manual. E aí ele recomendou, recomendo as trintas centavos de lanças, essa semelhança com dando lances 30, 40 anos, a gente vai manter ele recomenda ou seja. ele vai cobrar muito tentados freddy's para a mensagem. mas não é só isso, né a gente cobrar e vou cobrar pelo tintura, cobrar o clique. Então essa aqui é: sobra um paro de sentado, não é se você vai pagar só 30 sentadas, preocuparam só depois eu vou mostrar os resultados de uma campanha que eu fiz a mensagem, só para você ter noção a a conversar. né a gente vai criar uma conversão no caso, aqui você pode criar uma nível fez. viu foi que eu criei lá papai de peixe. viu é que impressiona, expressar opção se escreve a melhor que você gostaria que visitasse, quiser com seus pais, aí vai.


LinkedIn Ads Targeting Options in 2022

linkedin has the best set of b2b targeting across all the major platforms- i think it's the first one i go to and we've released a video toking about all the targeting options available on the platform in the past, but, just like everything else in online marketing, things have changed. the targeting options have been updated, so in this video, we want to give you a full rundown of all of the linkedin ads targeting options available as of january 2022. i've gone ahead and created a staged campaign in our staging account so that we can run through all the different targeting options on linkedin. all targeting options live at the campaign level, so we're going to be in this one screen the whole time and they're all pretty much in the exact same area, so they're all going to be focused in this audience section that's currently on the screen. right now, the first couple of targeting options available are actually right up here next to the audience name. that's going to be saved audiences and linkedin audiences. the first one, saved audiences, is pretty simple. these are going to be audiences that you've used and built before and then saved. you'll see down here at the bottom of this audience section. if i scroll down far enough, there is the save audience button so effectively. this is going to be similar to a facebook saved audience, where you can create an entire audience, click save and then it will be part of this drop down anytime you want to use it. so here are a handful of different audiences that we've set up before for different accounts that we've used. saved audiences are great if you utilize lots of complex targeting in your campaigns and you don't want to always have to recreate the audience each time you want to use it. this is a very easy way to be able to recall audiences that you've used before. the second audience section is going to be these linkedin audiences, and these are pretty cool. if i click on the drop down, you can see here that each of these has a theme that we lean into. we can target members with a bachelor's degree, expertise in biotik, expertise in computer science. all of these are preset audiences that, if you wanted to utilize anything that linkedin has already built for you, you can easily do that. if you need to target it- decision makers or people who are new to the job market- there's already an audience created for that. so before you jump in and build your own, it might be beneficial for you to check out what the linkedin preset audiences are. okay, enough of that. now let's get into how we actually build our own audiences. for that i'm going to scroll down just a little bit. the first option that we have here is for locations, and we get to choose any number of different regions around the world to target users on linkedin. if i click this pencil, you'll see here that we've defaulted to the united states, but the first option you get to choose is the type of location that they're in. it's either the recent or permanent location or the permanent location. so if you're trying to find people who live in a specific area, probably a good idea to focus on just permanent location. but if you're also open to anybody who has recently visited the country or city or state that you're trying to target, you can stik with the recent or permanent location. for now i'm going to take off the united states, just so we can get a list started here. so, unlike before, linkedin does not start off with a checklist of countries. they just want you to start typing. i could type in australia and you'll see here that i have the option for australia, australia, new zealand, but then there are individual regions and cities within australia that i can start to target. so, depending on where you are trying to reach users on linkedin, just start typing what you want- whether that's the city, state, country name- and it'll pop up, and then you just have to check the box next to it. i'm going to go ahead and check australia here just so i don't have to look at that error for the rest of this video. you'll then also be able to exclude anybody based on their location. so if you want to target people within australia but exclude a specific city or region, you can do that. all of the options for the exclusions for location targeting are going to be the same as they are for targeting. since i started messing with the location targeting, it's now changed the way that the interface looks. so i'm going to come down here to the who is your target section, and this is where we're going to spend pretty much the rest of the time on this video. so to start targeting specific people, i need to click this narrow button, and now the interface looks a little bit more like it did earlier. there are two key ways that you can target users on linkedin, and they're broken up by these first two brackets. here, audiences is going to mean anybody who is in a list that you have created. think of these as see over here: a retargeting list, a look-alike, a company or contact upload list, a third-party audience, something like a hubspot list imported directly, or some other type of list. these all need to be taken care of in the matched audiences section of the linkedin interface, and rather than jump in there, i'm instead going to jump into the help artikle that is based on this learn more about matched audiences section. this gives a pretty good overview of the types of audiences you can create on linkedin. so, again, you can upload a list of companies or contacts. if you already know individual users, you can then retarget people based on the page they visited on your website: if they viewed a video ad, they engaged with your company page or opened and submitted a lead gen form, or if they engaged in rsvp'd for your linkedin event. again, we also have the third party system integrations and lookalike audiences available here. so if you want to target anybody based on these types of criteria, it's going to live in the first section under audiences in the platform. they're very easy to find. so this is a placeholder account, so nothing's going to be up to date. but if i just click on retargeting, i'll then click on website, because that is one audience we have created here and you'll see here it's archived. but to opt into an audience, all you have to do is check the box and then your forecasting results will change to reflect how many users are in that section. but since this list is archived, it's not going to do anything, so i'll just uncheck that and then head back to the beginning. the second major category of audiences are going to be the audience attributes. so these are going to be all targeting types that are not based on an audience that you have already created. if i click on this, you'll see that there are five main categories. we're going to go through each of them. i will try to give enough of an overview without spending too terribly much time. otherwise this video could be hours long. the first set of attributes lets you target users on linkedin based on information about their company. so if i click on this, you can see there are a number of different sections here and there are even some that are hidden down below, so let's go through each of these. the company category is defined as the category that a company falls into. they're defined based on publications and industry lists that fall into specific market segments. so if i click on this section, you might start to recognize some of these names. the first one is the world's most innovative companies list from forbes. we've got the fortune 100 fast growing companies, fortune 1000, 500, global 500, and then there are a number of different linkedin news editors- top companies based on country levels, and news editors- top startups. so if your companies fall into these categories and you're interested in targeting these users, you can do that. i remember one of the ways that we used to target people was the fortune 500 list and we had to upload a company contacts list to get there. now there's just a checkbox and it's very easy to opt into this. the next:

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LinkedIn Ads Cost: A Guide To Budgeting, Bidding, and Optimization Strategies

we all know linkedin ads is a very expensive platform to use, but it also offers some of the best targeting options out there for the b2b world, being able to target professionals by job title and industry. a lot of these targeting options just don't exist anywhere else. so because it's such an important platform to use and it is expensive to use where one of the most important things to tok about is how you can stretch your advertising budget as far as possible and get the absolute best results out of your campaign. so today this is a guide to linkedin ads costs. we'll tok about benchmarks and what we usually see on the platform, and then we'll tok about bidding, budgeting and some best practikes to make sure you're optimizing and squeezing uh every every possible bit out of that campaign budget. so first thing to tok about are some different benchmarks that uh we see on the platform and these right here are published by linkedin so you can see the average click-through rate. it's about 0.48. average cpc is between 8 to 10 bucks and that's i'd say that's for middle range professionals in the us. when you go outside the us, those numbers uh are tend to be cheaper, and then if you target lower level people, they tend to be cheaper. but also if you target higher level people such as like vps, cxos and owners that could be, this number could be even higher for cpcs. so it's around because it is an auction, uh, the your average cpc is going to depend on the, how competitive the audience that you're bidding for is. if a lot of people are bidding for that same audience, you know, often owners- more people are targeting owners- owners tend to be more expensive, whereas if you have a less competitive audience, your average cpc would be less because there's less people bidding and they're bidding less on those people. so average cpc on linkedin does tend to be between eight to ten bucks. uh, within, i'd say we are seeing a little bit higher for middle level people, uh, it might be eight to ten or eight to twelve dollars in the us. also here are some conversion rates: uh, lead forms, which is that little form that opens inside of linkedin when somebody clicks on an ad. the convert average conversion rate for that is about 10, and then for the conversion rate for non-lead forms. so when someone's clicking through an ad to go to a landing page to perform some action there, uh, usually submit a form on that page or register, register for something- that conversion rate is about 3.4. so all these numbers are important to know because these will calculate what your cost per action is, or cost per acquisition, and then these numbers can help calculate your funnel. so kind of what this comes down to is: with an average cpc of about 8 to 10 bucks and then average lead form completion rate of about ten percent. um, you know linkedin's publishing here that the average cost per lead form is about 80 to 100 bucks in the us. and then average cost per conversion- uh, usually a form on a landing page is about 230 to 290 in the us. with our optimizations we can usually get that significantly better than that. but it is interesting to see how much better lead forms can be for lead capture versus cost per conversion. it all depend on what your business needs to do and what your campaign needs to do, but these are some good numbers to know. so first thing to tok about is ad formats. so this is kind of where uh cost com starts coming into play. sponsored content, ads in the news feed are the most expensive. so sponsored content and ads in the news feed, those can be single image ads, those can be carousel ads and those could be video ads. so the first three that you see in this graphic here, those are all sponsored content ads. after that you see text ads and spotlight ads- spotlight is also called dynamic. those two tend to be the cheapest. so, uh, most, you know most advertisers, most people on linkedin- they are using sponsored content. so it's partially because it's the most competitive, the most people are bidding for that same space, so that's why those ad units are the most expensive, whereas text and dynamic- um, less people are using those and those clicks tend to be a lot cheaper. so if you're starting with sponsored content, it is a good place to start because it's a very high quality ad unit. you can have an image, a lot of text in the headline. text ads and dynamic ads are much smaller ad units and they only appear on desktop, so there's less information you can put in there. often we'll start with sponsored content and then move on to text and dynamic. one sponsor content is working well, but it all depends on the needs of the campaign. messaging, conversation ads, those- those can be even more expensive because you're paying for every send. so it just depends on how how much your message resonates with the target audience. we often find that special invites or job recruiting ads can work very well as messaging conversation ads, but if your audience isn't clicking, it isn't opting in- you can have a very high- the highest cost using those ads. next is campaign objectives. so, depending on the cam- the objective that you choose for your campaign- that will also determine costs of how much you're paying per click and per impression. so it depends on the objective that you choose. what's really interesting to see is that when you have a website visit or a website conversions campaign, any objective that sends people to a landing page and off the linkedin platform, those are the most expensive objectives. and when you think about it, if linkedin's losing traffic, you know people are clicking off their platform. they have less of an opportunity to serve that person ads so it kind of makes sense that, uh, those are going to be more expensive. you have to pay more to get that because linkedin notes are losing some traffic, whereas with lead forms they actually tend to be cheaper because people are clicking on the ad submitting that lead form on linkedin. so in linkedin's eyes, that person's staying on the platform. they have an opportunity to see more ads. use the platform more, so it's more valuable to linkedin, so they give you a discount for using that. and what's really interesting is if you pop in some numbers and go to the bidding section. i have two identikal audiences here and i'm looking at the manual bidding ranges that they're suggesting for the top one here. this is website conversions. so when this would be when someone's clicking on an ad to go off the platform and linkedin's telling us the average bid is 23 bucks and the average range is 17 to 35. but if i switch that to lead generation and use the exact same audience and exact same ad type, linkedin's telling me the average is 17 bucks or between 13 to 27. so that's significantly cheaper- 20 to 30 percent cheaper. so that's interesting to know. if lead forms work for you, that could be a good way to improve your costs. and then, lastly, engagement and brand awareness objectives are even cheaper than these two objectives here that i've mentioned. um, but they don't optimize for conversions. so if you have a campaign that's just blown it out of the water, has an extremely high click-through rate, has extremely high conversion rate, then you might want to consider testing out and experimenting with engagement and brand awareness. next here is around bidding. so by default the campaign manager will set, will automatikally select automated here the first option. but we don't see most people usually want to start with that. usually you want to start with manual bidding because when you do automate it you kind of just turn it over to linkedin and say: here's my, here's my budget, go ahead and spend as much as possible. you can see it's also called maximum delivery. so you're telling linkedin: maximize my spend, spend all my budget. um, and linkedin does have a lot of very expensive people out there, so it's going to kind of go out there and advertise everybody, including the very expensive people who you might not necessarily want or need to target, because there's cheap.

LinkedIn Ads For Beginners: How To Run Your First Campaign

if you're looking to work with other businesses, market to influential professionals and get more leads consistently, then linkedin advertising is exactly what you need. for b2b marketers, linkedin is the number one platform for lead generation, so in this video, you're gonna learn how to set up your first ad campaign and four little tricks to make your ad convert. tip number three is a little secret that not a lot of advertisers know, so make sure that you're staying tuned for that. [Music]. i'm michelle bally, and if you're new, welcome to learn. with shopify, we make videos that help you start and grow your online business. so whether you want to learn facebook ads or you need ideas for new products, here is the place to learn. we are a channel for small business owners with big plans, so make sure that you're subscribed so that you don't miss out on any future videos. linkedin has an audience of influencers, executives and decision makers that have two times the buying power of the average web platform, so if you're looking to leverage that, then there are several different ad formats available for you to choose from. you can promote a linkedin post to make it sponsored content. this could be a video, a photo or even a job ad. direct sponsored content allows you to test audiences and it allows you to create different versions of your ads to see how your audience will engage. sponsored inmail uses, message ads and dynamic ads are automatikally personalized for each individual based on their profile. so those are the types of ads that you can expect to run. but now let's see how to actually put them into action, how to advertise on linkedin, step by step. so, before anything, make sure that you have a linkedin company page and also make sure that you have your payment details already set up. this is what your dashboard will look like. so, on the highest level, we have campaign groups. campaign groups give advertisers an easier way to control budget, run dates and see your reporting across multiple campaigns. so let's click create, give it a name, and so maybe we're promoting a series of professional development training courses. set the status- if you want it to start right away or if you want it to be a draft. then you set the schedule. you can make it run continuously without an end date and specify when you actually want it to start, or you can specify a specific start and end date. you can also set the budget at this point. once you save it, you'll see it populate in the campaign group dashboard. so this is just a grouping. now we need to actually add some campaigns into the group itself. so i'm going to click on the words to go into the campaign and now i'm going to click create campaign. this section here is where we will be spending most of our time now, because the cost to advertise on linkedin is relatively high. i do not recommend using the awareness objective on facebook. it costs around sixty nine dollars to reach a thousand users, whereas on linkedin it can cost anywhere from thirty to a hundred dollars to reach a thousand people. now, because this is a specific audience of professionals. you do pay a premium to reach that niche. so i recommend setting up your campaigns with the consideration and the conversion objective. in the consideration section we have website visits. we also have engagement, if you would want people to interact with your post, and we have video views, which is great if you have educational content. then under conversion, you have lead generation, which is basically a built-in lead intake form. website conversions works well if you have a physical product that you want to sell, and job applications will help promote a job opportunity at your company. now it's time to set a specific audience to target. so i think a lot of first-timers get caught up on this because they just don't know who their audience is. but use data to back up these decisions. if you've been operating for a while, look at the traits of past clients and your social media following. also try targeting any new markets that show promise. if you're a new business and you don't yet have a wealth of data, use google trends, reddit forums and competitive research to make educated decisions. it is common for first-time advertisers to have to play around with their audience settings throughout that campaign until they find their winning combination, so do not be discouraged. in my case, i'm advertising to 25 to 30 year old males and females, and they're looking to level up their professional skills to advance their careers in marketing. this course content applies to canadian professionals, so, hopping back in here, we have the option to target people that live in a location or people that were recently visiting a location. i'll target canadian residents, but maybe my course isn't available in ontario, so i'll click exclude and then i'll hit ontario. make sure to exclude appropriately so that you're not wasting money on an audience that just wouldn't be able to convert anyways. now we have the option to narrow down or exclude our audience. think of narrow as including attributes and exclude as rejecting attributes. i'll hit narrow now. we see this is broken out into audiences and audience attributes. if you choose audience, this assumes that you already have some data to build this campaign out. so, for example, if you have an extensive email list, you can click this list upload button. these methods are very effective, but today we're just going to focus on building a new audience out. i'll click audience attributes and then education. these are marketing professionals that are trying to level up their skills. they already hold a position as a marketer, so i'll indicate that here in job titles. i'll make sure that i'm not choosing too senior of a position, because people that are generally looking to improve their hard skills are in junior to mid-level positions, wanting to move up in their career. so here i will target mid-level roles. i'm thinking critikally about my audience. you're going to want to think about yours as well. i'll narrow this further and select the ages here, and then i'll go into interests and target keywords that reflect my course content. so you will go ahead and do the same. as you're doing this, though, you're going to want to keep an eye on the target audience size. the larger the audience, the less expensive it will be to run your ad. but when an audience is too broad, you could be wasting your money on an audience that doesn't really care about what you're offering. but, on the flip side, targeting a narrow audience has the potential of bringing you highly qualified leads, but it is more expensive to target a niche audience. for sponsored content, linkedin recommends a minimum of 300 000 people, and for sponsored ads and for text ads they recommend targeting between 60 000 to 400 000 people. you can take a minute to write these numbers down, but i'll go into detail later about what these types of ads are. enable. audience expansion gives linkedin the leeway to show your ad to similar linkedin members. they will use ai to infer. i recommend using this as something as a test, where in one ad you would enable audience expansion and in the other ad you would turn it off, just to see what results you get. by the way, if you're interested in learning more about digital marketing, register using the link in the description box to gain access to a free 30-minute webinar. that's going to help you change the way you think about your store's marketing funnel. now we choose the ad format. we discussed these in detail earlier, but here you'll choose the format that makes the most sense for you. so single image ad shows up in the main news feed. carousel image ad shows up in the news feed as well, but here you can scroll through two or more images. video ad: same thing newsfeed, but this is going to be in video format. text ads are just words, no images, but these will show up in the right column or on top of the page on linkedin. spotlight ads are ads that change format depending on who's see.

How to Run ads on Linkedin (In 5 Easy Steps) | HubSpot

- LinkedIn ads are a powerful way to advertise your business on the world's most popular professional network. In this video, I'm gonna teach you how to run a successful LinkedIn ad campaign, how to make your ads really pop, and even take a look at a business that puts some of these very tips to the test to generate over 500 plus leads in just one month. Whether you've never done it before or just don't know where to start, I got you covered, Remember, remember. remember to like, comment and subscribe if you find this content valuable. Also, be sure to turn on those notifications so you know when we upload some great new content. There are four types of ads you could run on: LinkedIn: message ads, dynamic ads, text ads and sponsored content. But before we can start to even think about what these ads are or how to run them, not to mention get some tips straight from LinkedIn on how to make them pop a little later in this video, there's a major pregame activity you'll need to complete: optimize, optimize, optimize. 30% more views go to LinkedIn pages with complete information, so optimization is a priority. Click the link in the description to see our complete checklist on how to best optimize your page to see some powerful results. Go ahead, click the link, save it for later and come back to the video. I'll wait (jazz music). After that, your LinkedIn advertising journey all starts in a corner- no, the corner- of your profile. To start running ads, you're gonna wanna get access to your Campaign Manager. You find this by clicking advertise in the upper right-hand corner of your home screen. From there, you'll be prompted to create a LinkedIn manager account. Think of it as a key you receive to open up that amazing LinkedIn ads door. Once you've entered all the necessary info, including which business page you like to link to, you'll be able to create a campaign. Now the real fun stuff begins. Number one: choose an objective. What's the goal of what you're trying to do? Are you creating this ad for awareness, engagement or conversions? Two: select your targeting criteria, AKA choose your audience. who is this ad for? LinkedIn ads offer more than 200 targeting characteristiks, from job experience to interests. There are plenty of ways to make sure that your ad is set to hit the right audience. Three: pick an ad format. What are you showing them And how are you grabbing their attention? Like I was saying earlier, you have four options to choose from Message ads. with this type of LinkedIn ad. you can target your audience by sending them a personal message directly into their inbox and then tracking how many people actually take action. By using the recipients responses, you'll get better insight into who is actually paying attention and what they want from you. In that same message ad family, you could also use a conversation message ad to drive prospects to multiple landing pages or lead generation forms and then see how many people actually click on your content in each offer. Message ads are a great option if you wanna drive brand consideration, engagement and generate leads. Dynamic ads: Dynamic ads are ads that change with who you were targeting. They take info like company name, job title and even your photo and blend them into the ad itself, So an ad pops up. the viewer is actually the co-star. Because dynamic ads automatikally populate with each individual's profile data, you can scale your campaigns very quickly. This is a great option for capturing attention and getting a campaign up and running quickly. Text ads: This type of LinkedIn ad is a great option because you can send your content directly to your audience and measure how they react. and sponsored content: These sponsored posts can blend effortlessly into your audiences' social media feed and can be seen by anyone, not just people who follow you on LinkedIn. However, I must warn you these ads typically have the highest average cost per click, around eight to $10.. Speaking of money, number four: you gotta set a budget. You need to spend money to make money. set a daily budget and spend a little at first and then measure how well it goes before you spend more. Number five: measure your ads success. LinkedIn makes it super easy to track your success. You can see performance in the Campaign Manager dashboard under campaign performance. There are many charts that measure clicks, expenditures and CTR. At the bottom of your dashboard you'll even find graphs to show your conversions. Speaking of where you can find things, be sure to check out that link in the description to find our free academy course, where one of our amazing instructors will give you an in-depth lesson where you'll learn how to leverage your LinkedIn ads. Now that you know how to run your ads, let's focus on how to make ads that you know people (laughs) actually wanna engage with. In order to do this, I called in some help directly from LinkedIn. Here's some tips to make your ads pop: - [Amanda]. Create content with your audience in mind. Taking a full funnel approach to marketing is key and a huge part of driving that success is making sure that your content resonates with your audience based on where they are in their buyer's journey. So ask yourself: what is my audience's mindset going to be at each stage in this funnel? Your content should absolutely reflect that mindset. - Check out the competition. check out ads on other platforms, as well as your competitor's LinkedIn ads. What can you do better than them? Carefully select the content you share based on the type of ad you're creating. use eye-catching visuals and language. Segment your customers. You can segment your customers so that you know what type of LinkedIn ads to show them and when. You might know that some people need a certain type of ad at a certain point, but not all the people. segmenting makes that choice a lot quicker and more precise. So you now know how to run LinkedIn ads and how to make them pop. Now let's take a look at a business that generated some pretty spectacular gains by utilizing some of the very tips I share with you today. Do me a favor and see which one you recognize. Class is in session. ring the bell (bell rings). Cenareo is a company based out of Paris. It provides a digital signage solution designed to communicate with an unlimited number of screens in real time. They created a software that allows people to show any type of dynamic content on their screens, and it's been very useful for brands. However, this company strategy changed when many stores were closed during the pandemic. Before, they helped corporate communications and HR departments use their solutions to keep employees safe and informed. now they need it: generate awareness with new audiences, educate them and eventually lead them to buy their products. Which type of ad do you think this company used to accomplish that task? You have two seconds (bright, upbeat music). That's right message ads. They use the conversation message ad to learn more about their audiences' intentions and behavior. They also personalize the experience for every prospect. For example, some prospects may be interested in information on mortgages, while others may want useful information on a new home construction. With this approach, Cenareo beat all LinkedIn benchmarks, generating over 500 leads in just one month. These leads also prove to be high quality, as they drove an estimated pipeline around 180K Euro. For those that just heard all of this and are still wondering: okay, I went through the whole lesson tour, but why should I choose LinkedIn to advertise on, though? Like: what's the benefit here? What are they offering me? What can I get from them? Let these three closing points tell you why. (claps). LinkedIn's ad reads grew by 25 million people in 2020, an ad on LinkedIn can reach 13% of the world's population, and ad exposure on LinkedIn can increase purchase intent by 33%. LinkedIn is