LinkedIn Ads Campaign Manager: Expert Walkthrough Tutorial

Key Takeaways

guys so today we're going to do a full walkthrough of the linkedin ads campaign manager this might be your first time seeing the campaign manager or you might be working in there every day but either way we'll try to do we'll do a walkthrough of the interface and i know if it's your first time it might be a little overwhelming to walk through a whole new interface so i'll kind of explain all the different components and when you might use different sections or different features um and and i'll weave in some tips and tricks so that you can make sure you're using it correctly and that you know as you approach it you'll know what options to select and then what uh you know kind of what tips to follow so that you make sure you're getting the best performance out of your campaigns so let's jump over here to campaign manager so you start by going to linkedin.com campaignmanager accounts if you don't have an account you know first it'll ask you to sign in you'll sign in with your linkedin account and then this panel might be empty if this is your first time in here if you are on different accounts then you'll see different accounts in this list here if you need to create an account you start by going to the create account button here and it lets you put in your information you'll select a currency and then you'll name your ad account by default puts your own name in there and you'll associate it with a page so you need to have a linkedin company page to run ads from the ads will appear coming from your company page you cannot just use a personal profile but you need to have a company page to run ads so either if you have one type in this box here either type in the name and it'll pop up so if i typed in our speedwork name i see speedwork it would pop up and then i can select that and i can hit save so you can have multiple ad accounts for each company page if you don't have a company page yet you'll need to create one in order to run ads all right so now let's jump into one of these accounts so i'm going to select this one and we'll hop into that so when we jump in the first thing we see is campaign groups uh and then we can drill down into campaigns and then ads so i'm gonna make this a little bit smaller so lots of different options here and i'll kind of walk through the interface so first tab here we have campaign groups and campaign groups are really just a folder of campaigns it will summarize metrics across all the campaigns in there so typically you know you might want to organize them however it makes sense logically for your account some people might organize these by different uh offers you might be making some different types of offers where you might have one grouping for content offers you might have one grouping for demo offers you might have one grouping for retargeting ads however you want to organize your campaign so that as you look at them from the group level you can see metrics that summarize it and that they can be useful for you at the same time you can also separate these by geography if you wanted initiatives and wanted to track performance across geographies you might have a different one for each country or a different one for each city if you wanted to see your metrics at that level compared across them so in here there's different filters you can use to see archived or hide archived you can hide paused groupings so you can only see active ones and then there's lots of different columns breakdowns to see i'll show you more about these as we get in there and then you can select different date ranges as well so campaign groups they're really just a folder of campaigns not much happens at that group level other than just organizing the data for yourself um if you want to create a new campaign group hit the create campaign group button you'll give it a name so you might call this like you know lead magnets or something to group your campaigns together you can select the start and end date and then you can select a certain date with a budget note that once you create a campaign group you can't go back and edit the start dates or the budget so first time you create that kind of keep that in mind also once you create new campaigns you'll select a grouping to put them in by default they'll go in the default campaign group but if you want to move them around think about that before you create your campaigns because once it's created it's in that campaign group and it cannot be moved everyone has the default campaign group by default uh and it's always set to active so that's another thing to keep in mind um there's no way to pause this one but you can pause your campaigns inside of there a lot of people ask about that but just kind of a way that the setting works is everyone has a default campaign group and then it's always going to be running but your campaign inside there might not necessarily be running so before we dive into the specific campaigns let's walk through the interface over here so there's some really interesting things that you can do with linkedin ads and some different settings you want to know before you get into creating your campaigns so first is account assets so there's lots of different things in here first is the insight tag so if you click on that the insight tag is a little piece of code kind of like the facebook pixel that you'll drop on your website or on your landing pages and then that's going to track visitors to your website and the cool thing is that that's going to start associating data on linkedin side where they'll they'll match up and know who who and from what profiles those people have on linkedin are visiting your website um and we'll kind of walk into that a little bit more but first page here is just going to show you uh what websites and what websites and domains that your insight tag is on so first you want to go down this list and you know just make sure your own website's on there if this is your first time you'll want to create your tag so this is if this is your first time this page will be empty and you'll hit the create button or get my insight tag button over here on the right is my manage insight tags button so i can hit the c tag button to get the code that i can put on my website and there's different ways you can install it you can click on this and then it's going to open the code show you the code snippet to put on your website you can email to a developer or you can use google tag manager to make this easy it'll just give you a little id number that you'll pop into google tag manager now if you go back another thing to know is when you set up your insight tag you'll want to go to settings here and you want to have this checkbox checked so that it's your insight tag is able to track more data and track conversions and stuff like that especially since ios 14 a lot of that tracking has been limited so checking this check box allows first party cookies and click ids to automatically be added to the landing page urls of your ads and that's when you click on an ad and you open up in a new page you're going to see some extra stuff added to the end of the url you know this is a different parameter here but you'll see some extra stuff added to your url and then that's how linkedin is going to associate who clicked on an ad versus what website they went to and who they are all right what else you want to see here so this is once inside tags on your website you'll start to see the different domains that it's on if you ever see a domain that's not supposed to be on you can just hit this um exclusion button uh the you know the code once it's on your website anyone can see that and they can take that and put it anywhere else doesn't happen often but if you ever see one domain you want to exclude you can hit this button here to exclude it next thing is over here in conversions so just like any other platform we can create different conversions and these conversions can mean different things depending on your funnel or your website or business so you might have a booking page you might have a call confirm page you might have a lead conversion so to do this uh you'll hit create conversion and then this opens up the dialog you'll give you'll name your conversion whatever it is so it might be guide download and then you can open up the settings you'll select the type of that conversion so we can select download um you can estimate how much that's worth this is optional you don't have to put anything in here but it's nice for some tracking if you want to give that a value and then by default 30 days and seven days keep in mind that this is going to be a little bit limited since ios 14 for people on mobile where you won't be able to track a lot of that over this time range but this is still the default settings it's set to and then you can select the attribution model so by default it's last touch each campaign so or you can set it to last touch last campaign keep in mind if it's each campaign somebody might have seen multiple ads of yours and they might have clicked on multiple ads of yours and then if they convert once that can show up as multiple conversions in your campaign manager so you usually want to do last campaign so it's only attributed to the last touch of one so we're not over reporting but keep in mind this is the default setting most of the times we're switching this to last and then you can select different campaigns that you want to associate this with just by hitting the check box and then lastly how do you want to track conversions so here there's a few different ways that you can implement conversion tracking by default and the recommended way is using the insight tag so if the insights tag is already on your website it makes it really easy to track conversions using that code that's already there you don't have to add any more code alternatively the old way is using an event specific pixel this is not recommended anymore again due to ios 14 and some of the limitations of that tracking the so if you are using or have used the event specific pixel it's going to give you a little image tag and you're going to put this on your website somewhere to execute maybe when somebody opts in or when they go to a certain page this pixel is going to load and then that's going to log a conversion back to linkedin but the the way that is recommended is doing it by page load is most often so someone signing up for something or purchasing something often there's like a thank you page after that that will be triggered when they get to there uh and then you want to trigger your conversion when they get to that thank you page so if someone's going to an opt-in page and then they submit that form and they go to the thank you page afterwards with them getting that thank you page means that they've converted and you'll want to track the conversion so oftentimes we'll you know you might have a specific url in mind that that you want to use um or you might just say you know across my across my campaigns in my funnel i know any page that starts with like you know maybe thank you something and then you could have the rest of your all there and you would want to do contains for that but there's lots of different combinations you can do if you want to combine parts of the url or you maybe want to or things together to create that conversion so what we just talked about was page load so you can execute this on page load or you can do it by event this is then going to give you a little bit of javascript that you can call when a conversion when you want to trigger a conversion so this can be called on a page load as well you can just have this in your javascript code somewhere or you know maybe with a form button or a specific buttons clicked on a page you might want to call this linkedin uh you might want to call this javascript code to trigger a conversion back to linkedin all right so that is conversions that's how you create a conversion um next thing is matched audiences so in here you'll see a lot of different or when you're in here you'll see the different audiences that you've created or uploaded into linkedin um if it's your first time this is going to be empty and you'll see a few of the different ones that maybe you might want to create is often you might want to have your website retargeting audience here so that you can track people who have been to your website and then show them um you know retarget them with ads in the in the future you can track people who have been to your company page on linkedin which is also useful especially as tracking is you know being limited off platform with ios 14 company page visitors is a nice nice thing to add in often and then you might want to have leads maybe from other campaigns or other platforms you want to exclude and then you might want to break down even the specific page that pages that people have been to so if you want to create a new mashed audience there's a few different options you have so you can upload a list if you have a spreadsheet maybe email addresses for contacts or company names or linkedin company profile url linkedin company urls for a company list that can be uploaded and matched and then you can target those accounts or contacts you can retarget by events so people that have um attended events or have signed up for events lead gen forms people who have submitted a form on linkedin or who have opened the form people have visited your company page people have watched your videos and then people have been to your website then finally down here if you have an audience um if you have an audience somewhere you can create lookalikes based off that and this is where linkedin starts to create start to guests at people who are similar you know based on a lot of different factors that it's going to analyze your audience it's going to find similar people to the audience to the people in your seed audience so if i go in here to create a company contact list i can upload either a company list or a contact list there's some information here for you to read but uh this is a pretty cool feature and linkedin is one of the only platforms to be able to do company list targeting so a lot of times if you've ever heard of account based marketing abm that's that kind of uses the strategy where you're going to select a set target accounts that you want to target and then maybe you want to target a lot of different people at those companies you'd start by having a list of companies that you want to target and you can either upload this list or their different crms have a native integration with linkedin so that you can have your crm such as hubspot maybe you build a company list there and you push that into linkedin and then that can be even a dynamic list that maybe your sales team updates ads and removes from and then that can update in your campaign but if you have just an excel file you'd upload it here check all these templates make sure your file meets the template structure here so that that's that linkedin can analyze it and understand who those people are and attempt to match them keep in mind there's some minimums here uh but best practice so the absolute minimum is 300 people matched in an audience for some for that to work in the linkedin ads campaign so the more people on your list the better chance lincoln's going to have to match a significant number of those people um so generally bigger is better but kind of whatever list you have available upload it you can see what the match rate is and if i want to create a lead form retargeting this is often you know if you're running campaigns and you want to exclude people who have already submitted forms you'll want to create an audience like this so that people who have submitted your leave form you'd want to say you know leads whatever you want to name it and then maybe you want to select a time range or just as far back as possible and you want to exclude this list from your campaigns in the future so a lot of different options here um you can build video retargeting audiences so people that have watched 25 or 50 of a video you can retarget them people that have been to your website uh maybe even specific pages on your website you can retarget them based on these audiences so these audiences build going forward so as soon as you start if you're planning to do retargeting in the future or even if you're just starting to set up your account usually we recommend at least start with a website audience so they can start building an audience of people who have visited your website all right what else is under here so lead gen forms the next thing i'll jump over to this tab here so uh lead gen forms is a little form that can open up inside of linkedin facebook has their own version of this but uh lead gen forms are useful because it makes it very simple for lead capture where someone's gonna click on an ad it's gonna open up a little form inside of linkedin and it's going to autofill with information from their profile and they can easily submit it right there without needing to go to a landing page so you can create new forms here and then as your campaign runs you can click on these three dots and hit download leads to get those leads out of the campaign here and it's gonna it's gonna give you a spreadsheet with all that information that you've captured from those leads you can also use a tool like zapier to trigger when somebody submits a lead to do some kind of action maybe push into a crm or push it to an email tool or alert your sales team and then there's different crms out there like hubspot that will automatically integrate so that you don't have to set up a workflow workflow like that but it'll just automatically appear into hubspot so if i create a new form it's going to open up this here and then i can give my form a name and it might be you know lead magnet download and then the headline here is the there's a couple different there's two parts of the form here a headline and a body description so i can give it a name so my new report maybe i'll just call it new report and then you can put a little description there every every form needs to have a privacy policy url so you'll have to put this in here you can put additional text on here if you want to alert somebody of something this form this part is optional and then there's a lot of different fields you can capture on the lead form by default first name last name email and then there's a lot of different information here that can pull from someone's profile so the nice thing is that this is auto filled a lot of these are usually autofilled if someone's put that into their profile so you can select phone number profile url maybe you want to see the location they're in a lot of different options and you can see how this starts to build the preview over here phone number um you know not everyone has a phone number on their profile so if they do it'll autofill but if not this would be empty and then someone will need to type it in and then also keep in mind people can change the email here some people have old emails maybe they need to update or maybe they want to put in a work email for certain cases so you can fill with the job title you can have company name company size lots of different fields that you can put in here education and then different demographics so the other thing you can add is custom questions and custom check boxes so these are kind of cool custom check boxes are often if you want to add somebody to a newsletter or give them an option to add to it ad be added to a newsletter so i might say and then i can make this a required or an optional field so maybe i want to make it optional you know this can this can be an option someone can choose if they want to but it's not going to require them to select that to be able to submit the form and then maybe i want to add a custom question and it can be yeah whatever you want keep in mind custom questions are not going to be auto filled so someone's going to need to manually select something here and you can have multiple choice or single line input and maybe they need to type something here you know best practice is generally keep forms short and sweet so you can capture the lead the more inputs the lower your conversion rate and higher your cost per lead is going to be so typically just capture whatever information you absolutely need from somebody at this point best practice is capture you know capture the minimum amount and then follow up with people to capture additional info or get additional information from them later on in your styles process i'm gonna cancel there and then if i wanna so that's everything under account assets uh and then the other cool thing is website demographics so once you put the insight tag on your website you can jump over here and it's gonna start collecting data from the visitors of your website um so this is pretty powerful because the most the coolest thing is there's even a company selector here so i can see who are the specific companies that have visited my website so this is super useful info and we usually recommend you know maybe on like a monthly basis or so go to this list take a look at the companies here if they're not currently a customer or a prospect it's a good opportunity to send these to your sales team to have them follow up with these people or go look out to people because these companies have already been visiting your website and then testing is something new for linkedin if you want to do a brand lift test you can create a brand lift test here and then that's going to that's going to have linkedin help evaluate how much the impact of brand lift for your ads so you know how well does somebody recall seeing an ad that's you know the more market saturation you want to get or more um you know the bigger impression you want to make on people this is that's a way to test it you need to have a very big budget for these uh tests they're they're pretty expensive so now if i jump over here to campaign performance we'll be back at the campaign group level and now if i want to jump into one of these to uh see some campaigns i can click on this and now i see all my campaigns within this um within this campaign group so we'll walk through the interface here there's a bunch of different columns settings by default here by default you'll see just the performance one and it's going to give you some common columns here you can customize your columns and usually i'll build different uh different customized views depending on what what type of campaigns we're working on in mail recruitment social engagement bidding and budgeting linkedin does have a list of different default ones here that you might want to select from to view different things maybe you're running video ads you want to see those performance maybe you're running job ads and you want to see performance of those this will pull metrics from from these specific types of campaigns so the other thing to see is breakdown so we can see conversion breakdown so it'll show me you know we have this conversion column here but you saw how we can have several different we can create several different types of conversions we can use that conversion breakdown to see how many of each conversion did we get so it's not going to calculate cost per conversion here you'll need to do that manually but it will show you how many conversions you got from this different from these different conversions and right now we're viewing at the campaign group level if i was in one of these it would show me that breakdown at the campaign level you can also see on and off network so if you're running linkedin display ads you'll see how much was used on linkedin and how many impressions you got off the platform so if you're running display ads on linkedin or using the linkedin audience network you'll then see those here and then carousel there's some different metrics if you're running carousel ads you can select a date range here and then you can um you know select performance for different different sets of dates so campaign manager is you know if you've used facebook ads before or even google ads uh it won't be anything you know too terribly new you'll you'll probably pick it up pretty quickly and there's lots of information and tooltips here that you can mouse over things to see more info so now if you want to go into one of these campaign groups to learn more i can click on this and now if i want to create a campaign i can click this button here so now i'm creating a new campaign and then it's going to ask me you know what campaign group do you want to put this in again keep in mind once you create the campaign it's going to be in that group and you can't change that so if i want to use a different group i can click this button i can click this to create a new group and then i can give the campaign a name up here so i might want to call it lead magnets and then go next now there's different objectives that i can select from so just like facebook there's different you know different options of the different types of campaigns i can create and then based on the different selection here it's gonna the campaign is gonna operate in a different way you might have different bidding and budgeting options to choose from and different ad formats you can select from so brand awareness this is the way to get your ads in front of the most people for the cheapest cost this is just going to get as many impressions as possible for the cheapest cost you can get out there but these are not necessarily optimized for conversions or even people who are most engaged at the time so brand awareness is good when you when you just wanna uh when you wanna build that brand awareness and get you know repeated impressions in front of people the more they're gonna see your ad and your company page and your logo the more that's going to build familiarity with them so this is often good for maybe warming up a new market or for retargeting people that have um that are in your funnel somewhere consideration versus websites visits here so this is kind of a standard we want to optimize for people who are mostly going to click and go to our website we want the cheapest cost per website view or website click second here is engagement so this is adding this adds social buttons or this adds a follow button to your ads so if you want to increase followers you would probably use you would use this engagement objective here this is going to optimize towards people who are likely to like comment and share your posts and then get followers for your page we don't use this a ton but it is up there and a cool tactic is if you're seeing good clicks on a website visits and a website conversions campaign what engagement campaigns are often cheaper to run because they're not optimized for clicks you can often pay like about 30 less by using engagements campaign so if you do test this out keep it keep an eye on your conversion metrics so you can see your performance lastly video views here so this is going to optimize towards you the best cost per view out there and then you can bid per view and this is going to be running video ads next is lead generation so then this is going to use the linkedin lead forms that we showed you earlier so this is going to be an ad either an inmail ad or an ad in the news feed someone's going to click on that it's going to open up a little lead form capture their information so if you're looking to generate leads on linkedin this is kind of the easiest and simplest way next is website conversions so this can be used for lead capture if you want somebody to go to a website fill out a form or if you want them to take some other kind of action you would then use website conversions and this is going to optimize towards that conversion so whatever your event is the algorithm is going to optimize towards people who are most likely to convert this tends to be the most expensive objective because you're clicking people are going to be clicking away from linkedin so in linkedin's eyes you're taking traffic away from the platform there's less chance for them to serve ads to people so we do see lead generation often gets significantly cheaper clicks to 20 to 30 cheaper clicks on linkedin and then that gives you a lot cheaper cost per lead so depending what you're doing website conversions can be useful you know somebody going to your website they're going to see more of your branding your website your domain name so it makes a little more sticky it makes a more a more significant impression on somebody but if you're just simply looking to capture leads lead generation is going to give you the best cost per lead lastly is job applicants so if you're running ads for recruitment type of campaigns you would you can use the job applications campaign to capture those applications so we'll start with just going through a lead generation campaign here so the top first thing i'm going to see is how i can select my audience and build my audience here you can if you save an audience you can select this to see different audiences that you've saved before and then linkedin has an interesting list of kind of pre-built lists we don't use a ton but sometimes it's useful to see what are the different options that they built into different pre-pre-built lists so they have expertise in bitcoin and blockchain so if i was running a campaign in crypto you know i might want to see what's the default you know what are some options that they've selected in the past to give me some inspiration for an audience first thing you'll see here is locations that you're going to select from so i can choose different locations states cities linkedin does not do zip codes it will do counties but not zip codes and then i can select recent or permanent location which is set by default but keep in mind this is p this includes people who are just traveling through town what it actually does is someone who's been in the area in the last 90 days will be included in the recent location um we do see that this can include people you know who who live in a different country but maybe have traveled recently to another country for business travel or whatnot so most of the time we might switch this to permanent location but if you're looking to expand your audience or if you're okay with people who are traveling to a location or maybe from a different state or something like that you can do recent or permanent and then you can select down to the to the city level i'm in austin uh metro areas are kind of the greater city area i can select austin proper which is just the city area or the greater austin area i can select texas as a state then i could select travis county but i cannot select zip codes on linkedin i can exclude certain locations so if i want to do u.s wide but maybe exclude a certain state i could do that also next is who's your target audience so you can narrow down your audience by selecting a lot of different features on linkedin so we can go back to all those different retargeting options that we were building out in the matched audiences section so if i do upload a list i can select a company list if i uploaded one or i can select the contact list so maybe i want to retarget leads from a past campaign i would select that or i can select look like audiences if i want to if i want to build a look-alike based on some seed audience i have and then target that i can do that that way other is integrating with other platforms and other systems that are going to push audiences to linkedin those will show up here same with the third party ones there's certain certain crms that you can push audiences into linkedin there's lots of data tools out there or audience building platforms um that can create some pretty interesting audiences using like intent signals and stuff like that and then you push those audiences in in here this way and then retargeting so if you want to retarget people that have been to my company page i can do that if i want to people who have attended events uh people who have submitted lead gen forms maybe i retarget those leads people have watched videos or been to my website often maybe i want to exclude people that have submitted forms in the past so it might exclude people that have submitted lead forms in the past so as you build your audience um you know if you have a specific list you're going to use sometimes you can you can select a list of either companies or people and then maybe i want to add additional filters on top of that but a lot of times you might just be using linkedin cold targeting options which is the audience attributes here so this is going to be all the different attributes that linkedin knows about somebody based on what they put into the profile there's some stuff that starts to build learnings about somebody based on their interests based on how they engage with the platform what kind of content they engage with versus company here so there's different options company category there's some interesting lists here you know if i wanted just the fortune 500 companies i can select that there's some interesting top startups lists um if you want to have a browse through here and see if any of these are relevant for your company but company connections so if if i want to target first degree connections of employees at a company i can use this option company follower of company growth rate is interesting if you want you know if you're thinking about the startup space or companies that are growing you can often use this and then industries so most common we're going to start with industries you know who are the different types of people we want to target what industry are they in so you might select a lot of these are will drill down into small into specific industries so consumer goods there's a lot of different types of companies under consumer goods maybe i just just want apparel and fashion companies maybe i just want consumer electric electronics companies and then there is a consumer goods industry under that folder which is you know other companies best way to do research here is to go to different specific company pages out there and take a look at how they categorize themselves so if i was just to go to our company page i can do a view company page and then view as member and it's going to show me marketing and advertising so this is some good research to do go maybe look at different target accounts you have um or companies you're looking to target and see what how they categorize themselves all right back over here um so often we're doing industries and then the type of people that work at those industries so if i want you know consumer goods companies maybe i want people in the marketing department at consumer goods companies so then i would jump over here to job experience and i can see different functions so maybe i want marketing you can see it just tried to do an or here so right now it's saying anyone in consumer's goods industry or in the marketing industry which is going to be pretty broad i want to and these together so that i get people who are in the marketing department at those consumer goods companies as you build your audience keep an eye on audience size over here depending on how big your budget is and you know how fast you're looking to move there's different kind of sweet spots in general uh we find that sweet spot for an average you know a midsize budget is around 30 to 80 000 people smaller than that you might have issues getting enough impressions and just enough traffic in your campaigns and then bigger than that you can't you have an opportunity to get more narrow in your targeting and i'll show you some ways that you can do that here so job functions job functions are you know you have you can do specific job titles which is you might want vp of marketing or you might want a marketing manager or you might want a digital marketing manager the marketing function groups all those people together under the marketing umbrella um so if you have very specific job titles you want to target uh you can choose those keep in mind those tend to be a little bit more expensive because people do tend to use those a lot more and also you know there's a lot of different job titles out there that job titles on linkedin is a free text field so i can kind of type in whatever i want there it might not necessarily match the different job titles that i'm going to plug in to target so using a job function will help me capture more of those people or target more of those people under the marketing umbrella so if i did want to do job job titles i can select that and then i can do vpn marketing i can select that you can see how it's going to give me some other ideas here so it can be useful just to come in here into job titles and see what what are the options so you know vp of marketing maybe i want digital marketing digital marketing manager digital manager head of digital you know that can mean a lot of different things so you know a good exercise to sit down and think about maybe analyze past customers and who have been your best customers to determine the different job settles that you want to target you may want to select those um and then you know maybe i do maybe i do decide i just want to go back to scene to functions and do everyone in the marketing department have a look through all the different functions that are out there because there are a lot of different ones um so finance entrepreneurship this is gonna be more founder-like titles engineering of engineering or stuff like that education for job functions is going to be more like a professor or a teacher or trainer so there's lots of different functions out here uh one thing to note is that the business development function is kind of the generic you know if you just have a generic manager title or a generic president title that's going to fall under the business development category along with people whose titles are business development so you know business development can be people who are kind of like in a sales function but it can also be people who are in an executive function just how linkedin tends to group these categories also under seniorities so a lot of times we might do functions and seniorities if you have specific job titles you cannot do job titles and seniorities because the job title itself kind of has seniority baked into it based on you know vp of marketing is going to be vp level director of marketing is director level but if i'm doing the broader marketing umbrella you know that's everybody in the marketing area and then maybe i want to do seniorities on top of that so if i want a vp of marketing i would do that so now i can select different seniorities of vp of marketing so if we take a look at the other seniors here there's a lot of different options you know all the way as to unpaid training entry people starting their career senior manager director vp cxo owner partner keep in mind any job title that doesn't have like a qualifier on it often ends up in the entry category so lots of people get in here they just want to target upper level people but you know maybe they say i want field marketing managers that or i want field marketing people people in field marketing so field marketing is definitely a title out there but because it's just field marketing it doesn't have any qualifiers that's going to be in the entry level category so kind of keep that in mind as you build your audience another thing to note is partner level people this is often like board members or advisors um different people in like a partner category there are also titles for like managing partner out there who would end up in this category as well and then lots of job titles can often fall under multiple functions and multiple seniorities linkedin does some guessing based on what people type in there again it's a free text field so it's not always very clear as to what different job titles mean or what function they're going to fall under you might have a you might have a chief technology officer that's going to be both in the business development category because it's it says chief on that because he's an executive and then because it's chief technology officer he's going to end up in the technology or the it function so keep in mind your audience might span different levels of seniorities also people might have different jobs several different jobs on their profile so it can match different jobs as well so i will build my audience based on these different things something else to keep in mind is member skills is a nice way to get really niche into a different area so you know in if i did vp of marketing that's pretty broad as to what that could mean maybe i want people who are working in the e-commerce space i would then select the e-commerce skill and then and these together so that i have people vps of marketing who are you know working in e-commerce if i want to get specific into that area keep in mind take a look at your target audience and see that size i'm getting pretty small here so because that is getting pretty small uh you know i want to look at different ways to expand that audience expansion so if you're having trouble building a significant audience size or as your campaign runs for a while you're getting pretty good results you might want to use this but off in the beginning we usually keep this unchecked so keep in mind that's checked by default and you often want to uncheck that because you're telling linkedin go ahead and find similar people it's almost like building what i look alike for you based off this but because because linkedin is an expensive channel to use and because i'm often selecting i often know the specific job titles or functions i want to target i kind of don't want to leave anything up to chance because we want to eliminate any chance of irrelevant or untargeted clicks so i often want to keep this unchecked as your campaign runs and maybe you're seeing good performance and you're okay with letting it then go maybe you've reached most of those people and you're okay with letting the algorithm go guess and find similar people for you maybe then you want to expand that or maybe you've typed in a couple job titles and you're just finding the audience size is really small and you don't know what other job tools add you can tell linkedin you know go ahead and find people who are similar to this one jobs i've typed in there so next is ad format so these are going to change these options going to change depending on what what type of objective you have here so lead generation is going to give me these options here single image ad is a ad in the news feed with just just a standard image carousel image ad is those different cards that are going to show up in the news feed as well video ad again same thing in the news feed but with a video there messaging conversation ads these are ads are going to show up in the linkedin message box um and these are like inmail ads so message ad is kind of a one-shot send where you're sending a message to somebody they can if you're doing a website conversions or website visits campaign they can just click on that link and go to a website um conversion ads you're actually building a a conversation tree so somebody clicked through several different options so you might say you know are you working on um e-commerce websites or product websites or or you know lead generation websites or something give people a couple options um it's a good way to you know if if your first offer isn't converting or you know just another way to get more offers and options in front of people that they can choose their own adventure and click through a tree of different options you can weave in different types of conversions in here so you can have one that opens the lead form you can also have one that links to a website audience network so if i do want to show ads off of linkedin i would check this checkbox you can't do the lead generation objective because you can't open lead forms outside of linkedin linkedin audience network depends on what your goals are linkedin audience network can often be useful to show ads to people off the platform to bring them back to your website but linkedin audience network is going to be a display ad showing up on somebody else's website um it's going to be limited in the size and the information you're going to display so often we see these can be hit or miss types of campaigns using audience network it's good if you want to expand your reach but you're showing ads on other platforms in a very limited ad unit but you're still paying linkedin prices for that so you know keep in mind if you want to expand your reach this is an option here but uh oftentimes we'll start with this off next is your budgeting and scheduling options so i can set a daily budget i can fill out a lifetime budget or daily and lifetime budget most time you're going to select a daily budget to start and you kind of know you know maybe i know i want to spend about 3k per month that i would start with 100 bucks per day in this campaign if i have multiple campaigns obviously i want to separate that out i can select the start and end date and then optimization goal by default this is going to select something based on the objective you chose but you can change this so you know you you often do if you're doing lead generation you want to optimize for leads and then bidding strategy so by default linkedin is going to select maximum delivery automated and that's the only option that's really going to show you but this is kind of handing over the keys to linkedin and say you know make sure i spend my whole budget every day and you know linkedin as a platform there's lots of different people on there there's a lot of high level people there's lots of entry level people so when you say automated delivery maximum delivery you're kind of given like linkedin go choose you know go test with all those people so you can get some very expensive clicks by using this most of the time you're starting a campaign unless you have a huge budget you probably want to start with manual bidding so this is going to let you choose a specific bid option to put in here keep in mind or it's going to show you some estimates you know what a recommended bid is and what a range is here we often recommend starting much lower than this um you know keep in mind there's a lot of big companies spending a lot of money on linkedin so that's why these ranges are very high because you know if you're targeting ceos at bigger companies they are a more competitive audience and you might be paying 35 bucks per click or more to reach those people um but you know depending on depending on the audience you've selected maybe you want to go a lot lower than that um so linkedin going to put an estimate in here or a recommended bid but if you type in you know something under that it's going to show you what the real floor is so you can see the real floors 305 here i can start i can start my campaign at 305 i might not get very many impressions if any at all at that number so a lot of times keep in mind you want to know the audience you're selecting if i know i'm doing a vpn up level audience i'm going to expect that my max my starting bid is going to be a bit higher than average if i do have an entry level audience you know maybe i want to expand this a little bit and maybe i want people on more industries here so let's say say we're doing like kind of like cpg or consumer goods companies people in marketing so now my audience size is up to twenty thousand um so let's see put one in there it's gonna give me three tens my minimum bid um but you know i will kind of keep in mind the audience seniority i'm putting in here i added in directors you know maybe i'm okay with going down to managers or senior marketing managers my audience size is getting bigger here and then it's going to tell me you can see these ranges are coming down a little bit so my my floor is three so sometimes i'll start you know anywhere between 20 over this or maybe about half this number but i'll kind of keep in mind the audience senori that i know i'm targeting so i might do here if i'm just starting a brand new campaign i might put in the six and see how that performance goes there's a lot that goes into what your end cost is and it's often depending on your your quality score of your campaign your click-through rates of your campaigns and your bids campaigns that perform really well have a very high click-through rate lincoln's gonna more opt to show those ads to people and get you impressions for a lower bid versus if you have a very low click-through rate then you know linkedin doesn't want to put bad ads in front of people so um if your campaign's not performing well you're going to build a lot higher to get traffic and then if i do want to attack on any conversions of this you know this is a lead generation campaign here but i can still track conversions that people might go off to my website later and do other things so maybe this is a lead magnet campaign but maybe i also want to track conversions for when they book a call to sign up linkedin's got some numbers over here these aren't terribly useful but it is useful to know what the average click-through rate is for your campaign so that you know if your campaign is performing less than this that's when your quality score is going to drop if your campaign's a click-through rate above this that's when you're going to have a good quality score and then you know your audience size you want to keep in mind the rest of these metric you're not pro