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Many professionals use the platform to build their network, but not so many people think to use it as a marketing tool for their company.

With the nature of LinkedIn involving nurturing relationships over time, many may wonder does LinkedIn Advertising work?

It does, and when done right, it works to great effect.

In this article, we’ll run through how to set your ad up for success.

How Does Linkedin Advertising Work?

How to Run LinkedIn Ad Campaigns

To get started, navigate to the LinkedIn Ads platform, then select "Create Ad."

Next, you’ll need to add billing information on the Campaign Manager dashboard, but you won’t incur any LinkedIn advertising costs until the campaign goes live.

Click on the ‘Create a Campaign’ option.

Now, let’s dive in!

1. Choose a Campaign Type

You have two choices:

  • Sponsored Content – costs a little more but promises to drive engagement and attract new followers.
  • Text Ads – highly targeted, but easier on the budget.

Sponsored content does generate a buzz on social media, gaining a lot of clicks. But research suggests Text Ads get more conversions.

2. Set Basic Parameters

Here, you need to provide a few details on the ad parameters, including what language you want your ad in. Give the ad a clear, descriptive name that enables you to tell each ad apart with a quick glance through the titles.

3. Create Media and Format of the Ad

Where do you want people to go when they click on the ad? How do you want it to look? This section involves several steps that bring your ad to life.

  • Ad Headline – Grab reader attention in 25 characters or less.
  • Ad Body - You have 75 characters here, which should be used to connect with viewers and convince them of the value of the offer. Having several ads for segmented personas is a good idea.
  • Call-to-Action (CTA) – To boost your clickthrough rate (CTR), include an enticing CTA to the ad, such as persuading people to download an eBook. Instigating action is important.
  • Value – Highlight the value proposition by telling people what they gain from your offer.
  • Testing – Try out different versions of the ad by changing the images and copy. Do some split testing to see what is most effective with your audience.

4. Set Targeting

To see a worthwhile return, you need to get specific. Your ad must target a very specific problem and offer the solution. This will resonate with more people than a broader, vague offer.

You can refine ad targeting in many ways:

  • Location – Where do you want to grow your audience? Think about the product and tailor the copy to engage that area.
  • Gender and Age – Your audience may lean to one gender or age group.
  • Company – You can choose specific companies, or target by industry or company size.
  • Job Title - Perhaps you have a great product for Marketing Managers. In this case, targeting only experienced marketing managers will save on LinkedIn advertising costs, and get more engagement.

Pay Up and Keep Watch

Once you have your ad set up with parameters and targeting, you need to decide upon the bidding options.

You can choose Cost Per Click (CPC) or else opt to pay per 1,000 Impressions (CPM).

It’s a tough choice. Knowing the end goal of your ad campaign will help guide you. Consider your company’s goals and the daily budget, which you will need to set in the final step.

After that, it’s all about monitoring the progress in the Campaign Manager dashboard.

With right targeting and great copy, you should see plenty of clicks and conversions.

By CJ Haughey

CJ Haughey is the managing editor of MarTech Gazette. A creative copywriter and self-confessed digital marketing nerd, this shaggy-haired Irishman is currently shaking the last of the travel bug off in his adopted home of Colombia. In his spare time he tries to avoid being sick at kickboxing training.