LinkedIn is a valuable tool for connecting with professionals from all over the world. It is currently the world's largest workplace social platform, with 670 million business people.
However, we cannot ignore another layer of value of LinkedIn:A very useful marketing platform.
If you are already using other PPC or CPM advertising platforms, such as Google, Facebook, Twitter, Tiktok, etc., then you can also consider adding LinkedIn to your company's marketing scope.
If you are new to LinkedIn advertising, please read this article carefully. This article will start from opening an account step by step to setting up your first LinkedIn advertising campaign. If necessary, you can save this article for reference at any time.
1. Open a LinkedIn account online by yourself
Is it too expensive to open an account with an agent? Need to recharge 10,000 to 20,000? Don’t worry, you can also open an account online by yourself, you only need a LinkedIn account and a dual-currency credit card, so easy!
1. Register a LinkedIn account.
Open the following link to enter the LinkedIn official website.
Follow the steps: enter your email or mobile phone number, set your login password, click "Agree and Join", and then follow LinkedIn's step-by-step instructions to verify your email, bind your phone number, and complete account registration.
2. Create a LinkedIn advertising account
After the LinkedIn account is successfully created, open the following link in your browser and enter the LinkedIn marketing management tool page to create a LinkedIn advertising account. As shown below:
https://www.linkedin.com/campaignmanager/new-advertiser
The last item is optional. In this article, we choose to associate the company's homepage. The creation of advertising campaigns will also take an advertising campaign that requires a company's homepage to promote as an example.
3. Bind credit card
After the advertising account is created, it does not mean that advertising can be launched immediately. Enter the following link to enter the marketing management tool. You will find that the account is still deactivated.
https://www.linkedin.com/campaignmanager/accounts
All that's left is the last step, binding a credit card!
Enter the deactivated account (click the account name), and then enter the Account Center page as shown below.
Open the Account Center page, then click the "Add Credit Card" button in the middle of the page, and enter the credit card information as required (use VISA or MasterCard credit card)
Until this step, a LinkedIn advertising account has been successfully created. No additional cost is required, and no top-up of 10,000 or 20,000 yuan is required. You can easily have your own LinkedIn advertising account!
2. Create and set up promotional activities
1. Create a promotion campaign
Click the promotion activity group name to enter the promotion activity page.
Follow the prompts to create a promotion.
2. Select the target of the promotion activity.
When setting up a promotion activity, first select the promotion activity goal. This goal is what action you want users to take when they see the advertisement. According to LinkedIn, selecting the promotion activity goal will help them customize the promotion activity settings, achieve the best ROI under the established goals, and display relevant data reports.
The promotion has three objectives:Awareness, consideration, conversions.
3. Specify advertising audience
Next select the parameters of your target audience. The more specific and relevant the target audience is, the better the effect will be.
First, select at least one location for your promotion. You can target all of North America, or a specific city or county in a state. In addition, you need to choose the language in which your ad will be displayed. LinkedIn supports writing ads in 19 languages, including Spanish, French and German.
Next, add new targeting criteria to create target customer groups.
company
If your target audience works for a company, you can target that company directly. Additionally, you can target companies by industry (such as legal, manufacturing, or finance) and company size.
Member Features
If your audience skews towards a certain gender and/or age group, you can set those specific settings here.
education
If you want to target people with a specific educational background, you can target based on the school the member attended. Additionally, you can target based on major and degree.
Work experience
If your product or service is best suited for CFOs, then targeting only users with “CFO” in their job title will maximize conversions with the smallest budget.
In addition, you can also choose member skills/years of experience/position level/functional category positioning, such as marketing, financial planning, risk management, etc. Consider what your target audience is good at or pursues improvement in, and then target users with similar skills.
interests and characteristics
There are special groups on LinkedIn where many people with similar interests gather to discuss a certain topic or industry trend. If your target audience is very interested in a certain topic, or wants to become an opinion leader in a certain field, then interest and profile targeting may be an ideal choice.
4. Determine the advertising format
When selecting different advertising formats, the estimated performance box on the right will also change accordingly. This feature is derived after analyzing campaign parameters (bid, budget, targeting, start/end time, etc.) and referring to similar campaigns and advertisers.
5. Choose a distribution network
Decide whether to place your ads onLinkedIn Audience Network, that is, placing ads on LinkedIn's third-party platforms and websites to obtain greater coverage and exposure.
Note: This option is not available for all ad types.
6. Set a budget and plan
Set budgets, plans and bids that work best for your company
Budget:
You can set daily budget, permanent budget separately, or set daily budget and permanent budget at the same time
Note: The minimum daily budget for a single series is US$10.
Timetable:
Continuously deliver ads, and you can also choose the start and end time of delivery
Bid type:
Optional automatic bidding, optimized CPC bids and maximum cost-per-thousand impressions (CPM) bids
3. Create advertisements
This part depends on which ad format you choose for your campaign. After completing the creation of the above promotion activities, the system will prompt you to start creating ads.
The following ad creation is an example of creating a promotional campaign targeting sales lead generation.
Fill in and select the required items in sequence according to LinkedIn advertising requirements, as shown in the figure below:
Form details: In this item, you can select the customer data to be collected, such as name, company, position, work phone number, email, etc., so that you can contact the customer in a timely manner for further communication.
Follow the steps above, and you can also place LinekdIn ads yourself.
Remember, don’t be afraid to test ads, create different promotion activities and promotional materials, test different audiences, and find the optimal audience and materials to achieve the best promotion results.
