Training

LinkedIn Ads: A Comprehensive Training Guide

Introduction to LinkedIn Ads

LinkedIn is the world's largest professional network, making it a unique and powerful platform for B2B advertising. LinkedIn Ads allows businesses to reach a highly targeted audience of professionals based on their industry, job title, skills, and more. This guide will provide a comprehensive overview of the key concepts, metrics, and strategies for creating successful ad campaigns on LinkedIn.

Core Metrics in LinkedIn Ads

Tracking the right metrics is essential for understanding the performance of your LinkedIn Ads campaigns and optimizing them for success.

Metric	Description
Spent	The total amount of money you have spent on your ad impressions or interactions.
Key Results	The number of times your ad set has achieved the outcome based on your selected objective and settings.
Impressions	The number of times your ad was displayed. An impression is counted when at least 50% of the ad is in view for at least one second on desktop or 300 milliseconds on mobile.
Clicks	The total number of chargeable clicks based on your ad set's objective.
Average CTR (Click-Through Rate)	The percentage of chargeable clicks relative to impressions. It is calculated as (Clicks / Impressions) × 100.
Average CPC (Cost Per Click)	The total amount spent on your ads divided by the total number of clicks.
Average CPM (Cost Per Mille)	The total amount spent on your ads divided by 1,000 impressions.
Conversions	The number of times a member took a desired action after seeing or clicking on your ad.

CTR Benchmarks by Ad Format

Ad Format	Average CTR
Sponsored Content Single Image	0.56%
Sponsored Content Carousel	0.40%
Sponsored Content Video	0.44%

LinkedIn Ads Campaign Objectives

When you create a new campaign in LinkedIn Campaign Manager, you'll need to select an objective that aligns with your business goals.

Objective	Description
Brand Awareness	Tell more people about your products, services, or organization.
Website Visits	Get more people to visit your website.
Engagement	Increase engagement on your content, such as likes, comments, shares, and follows.
Video Views	Get more views on your videos.
Lead Generation	Collect leads using a pre-filled form with LinkedIn profile data.
Website Conversions	Encourage valuable actions on your website, such as signing up for a webinar or downloading a whitepaper.
Job Applicants	Promote your job openings to relevant candidates.

LinkedIn Ads Targeting Options

LinkedIn's targeting capabilities are what make it such a powerful platform for B2B advertising. You can target your audience based on a wide range of professional attributes, including:

• Job Title

• Job Function

• Job Seniority

• Company Name

• Company Industry

• Company Size

• Member Skills

• Member Groups

• Member Interests

• Demographics (Age and Gender)

• Education

• Years of Experience

LinkedIn Ad Formats

LinkedIn offers a variety of ad formats to help you achieve your campaign objectives.

Ad Format	Description
Sponsored Content	Native ads that appear in the LinkedIn feed. They can be single image ads, carousel ads, or video ads.
Sponsored Messaging	Ads that are delivered to your target audience's LinkedIn Messaging inbox. They can be Message Ads or Conversation Ads.
Text Ads	Simple, text-based ads that appear in the right rail or at the top of the page on LinkedIn.
Dynamic Ads	Personalized ads that use data from a member's LinkedIn profile, such as their photo, name, and job title.
Lead Gen Forms	A feature that can be added to Sponsored Content and Sponsored Messaging campaigns to collect leads directly on LinkedIn.

Conclusion

LinkedIn Ads is an indispensable platform for B2B marketers looking to reach a professional audience. By understanding the core metrics, campaign objectives, and targeting options, you can create highly effective ad campaigns that drive business results. With its unique targeting capabilities and variety of ad formats, LinkedIn provides a powerful way to connect with your ideal customers and grow your business.