LinkedIn Carousel Ads Tutorial 2023

Key Takeaways

what's up everyone welcome to the Surfside PPC YouTube channel today I'm going to be going over LinkedIn Carousel ads so we will be setting up a campaign and I'll show you how to use Carousel ads and some best practices along the way now to get started with this video the very first thing I want to show you is an example of a carousel ad so as you're scrolling through your LinkedIn feed this is American Express business and they have a the business platinum card and you can see they have multiple image here images here in the carousel basically looks like this image is one big image they kind of cut in half so there's two different images here and then you have a third image and that's really it and if I click on this it's going to take me directly to their website so if I click on it it's going to bring me right to the americanexpress.com website they're probably charged for that click and what they want me to do is sign up for their business credit card they probably have a conversion tracking attached to it so if I do sign up then it will count as a conversion so this is one example of a carousel ad and this is one of the things you can do with a carousel ad is send people to your website and use them with a website versions campaign so let's come over here to LinkedIn campaign manager their landing page loaded so you can see right here apply now this right here may have a conversion attached to it but once you actually complete your application that's probably the main conversion that they're looking for so let's come back over here to LinkedIn campaign manager and let's get started with going over how to create Carousel ads within LinkedIn now what you can do is create a brand new campaign group I'm not going to be doing that in this video I'm going to go into one of my existing campaign groups and use one of the examples I've been using where I'm pretending to offer a free Google ads audit using LinkedIn ads hopefully to drive either leads or to get people to my website to drive leads on my website now I'm going to be showing you two different examples of Carousel ads so if we come over here to lead generation right now we go into my campaign group one of the first things I want to show you is I've already created a carousel ad just to show you kind of what it looks like so if we scroll down here we'll come all the way to the bottom and we're just going to click right here to open up our advertisement so it's going to open it up in a new window and this is what your Carousel ad may look like now this is a carousel ad with a lead generation form attached to it so I just have sick of wasting your budget get a free Google ads audit from Surfside PPC so a couple different images here get a free Google ads audit with and you want to use Square images with Carousel ads so I'll go over the advertising specs as we're creating them I have a case study how we increase return ad spend by 212 for a client then I have we help you dominate your competitors ads and click on learn more here and then we have learn more about our PPC services so pretty basic advertisement now what you want to do is obviously if you're creating different Carousel ads is you want to test different images you want to test your ad copy so make sure you're always testing things because if you're running LinkedIn ads you're spending thousands of dollars on LinkedIn you will only know what's working the best for you if you're testing so let's come back over here let's come back to our campaign group and here we have all of our campaigns within this one campaign group so it's really a best practice to test different campaigns maybe say okay we're going to start with these five campaigns and what we're going to do is run 250 for each of these campaigns and see what's performing the best for us and then focus more of our budget on which campaigns are actually working so let's come over here to click to create a new campaign so it'll tell you which campaign group to select so we're going to use the selected campaign group we're already in our Surfside PPC Google ads audit so we'll click on next here now the very first thing we're going to see is objective now Carousel ads are available for pretty much of every objective here if you choose brand awareness they're available website visits are available engagements are available video views they are not available so Carousel ads only work with images so you can't use it with the video views you can only use a video ad with this objective with conversions you can use the lead generation and you can use website conversions as well so you cannot use job applicants you cannot use video views generally if I'm doing this I'm using lead generation or website conversions because that's what's going to give you the best results and make sure that you're actually driving new leads for your business so let's start with the lead generation and what we're going to do is choose this as our objective we can scroll down here you want to set your audience targeting now I have a video on my Channel about LinkedIn ads targeting but basically what you want to do is put together some of the different audiences here you'll see the best results using retargeting and look-alike audiences uploading your lists those are going to be your best audiences the Matched audiences that are people that have already either interacted with your business or they are very similar to people who have interacted with your business audience attributes you can also incorporate within your targeting so different companies that people work for Industries people work for level of Education you can use demographics if you're trying to reach specific ages or gender you can use job experience so people who have more job experience less job experience and then you can also use member interests traits and groups so what you want to do is make sure you're putting together really strong targeting groups so you're reaching people that are going to be the most likely to be interested in your offer so let's scroll down here I generally enable audience expansion just goes out to try to find more people who may not be within your actual targeted audience but who are very similar to people that are in your targeted audience so we'll keep scrolling down here and this is where we choose our ad format so under add format what you want to do is choose Carousel image tell an interactive story with two or more images so we're going to select Carousel image here and now we want to do is keep scrolling down so let's keep scrolling down here we have budget and schedule so you're going to have a campaign Group total budget if you set that at the campaign group level and then I have my campaign group is scheduled to run from the 28th to the 31st so what I could do is set a daily budget for this individual campaign let's just say for example I want to run 50 a day for this campaign we're going to start it today and we're going to set an end date or maybe we'll start it on Friday and we'll set an end date at the end of the month we'll see how our campaigns performing then you can always increase or decrease your budget so if you're seeing really good performance increase your budget if you're not seeing great performance you can always decrease your budget if your daily budget is anywhere below 50 you may have trouble actually seeing how well your campaign's performing but if you do run for example for 18 days starting whenever and then you spend nine hundred dollars on total you should have a pretty good idea of how your campaign's performing after you spend I generally look at around 250 or more so you kind of have some type of idea of the clicks you're driving The Impressions you're driving and whether or not you're driving conversions at that point so let's keep scrolling down here our bidding our optimization goal is going to be leads we're going to have a lead form attached to our advertisements so our bidding strategy will be maximum delivery now let's keep scrolling down here next is going to be conversion tracking so let's just say there's a conversion on my website for the Google ads audit page when people actually fill out that form to get a Google ads audit from Surfside PPC that sends back a conversion back into my LinkedIn ads account anytime someone hits that confirmation page so what you want to do now is Select this as your conversion tracking because even if someone fills out your lead gen form they may still click through to your website after they fill it out you will be able to send them to a landing page at the end of your lead gen form so let's keep scrolling down here and we're going to click on next and now we can do is start setting up our Carousel ads so if you already have the content uploaded if you already have images uploaded to use for your Carousel ads you can click on browse existing content for this example we're going to create a new ad so one of the things I want to show you here I don't know if I showed you earlier but in our example advertisement sick of waste we're just going to recreate the same ad sick of wasting your budget get a free Google ads audit from Surfside PPC if someone clicks get a free Google ads audit today and click on learn more it's going to pull up the lead gen form so you're going to see a lead generation form you need to enter your if you want to do a test for your own Legion form enter a phone number enter your monthly Google ads budget whatever you set up your legion form as and we're going to click on submit okay so let's just say enter a fake phone number just put any monthly Google ads budget we click on submit one of the things is it's going to say information sent to whatever company that company it is if it's your company thank you for signing up etc etc learn more so you can send people directly to a landing page from your legion form so when you're creating your lead generation form make sure you set a landing page that makes the most sense with your advertisement in this case I would want to send people to a page on my website that goes over my Google ads audit and allows them to contact me directly from that page okay so let's come back over here to LinkedIn campaign manager now I want to focus more on the carousel ads for this individual video so I have a video on my channel also about lead generation you can create a new lead gen form directly when you're creating your Carousel ad so you could always come in here and create new I would recommend creating a new Legion form anytime you're adjusting what you're actually promoting so if I'm promoting a Google ads audit I want to make sure I have a legion form that is really geared towards what I'm advertising so you can create a new form you name it you set the language of your form all for headline offer details privacy policy URL privacy policy text you could do lead details and custom questions so enter whatever questions you want to ask people here you can make it as simple as this email and it will send their first name and last name you can do company education demographic work and More contact information but again at the very bottom here under confirmation you're going to see landing page URL this is where you want to set the right landing page so for my case I would want to make sure that I'm driving people to my Google ads audit page so you'd rather create a new lead gen form so you're actually sending traffic to the right page after people actually fill out your lead gen form so we're going to come back over here to creating a new Carousel ad for my campaign and down under form details for the form I'm just going to choose my Google ads audit Legion form to look at it pretty quickly free Google ads audit improve your results fast we'll fix errors in your Google ads account stop wasting your budget choose us to manage your paid advertising email phone number Select your monthly Google ads budget and then it will send me this information here so I could always follow up with a company if somebody reaches out to me and then I try to reach back out to them I can always try to reach out to other people from that company and say hey I received a form from your company are you still interested in a Google ads audit so this is my Legion form here and now let's create our our Carousel ad so we're going to click on the drop down here and the very first thing is going to be your introductory text the really helpful thing with LinkedIn campaign manager is you can see the ad specs and guidelines right over here on the right hand side so if you have any questions about anything you can see everything over here on the right must have a minimum of two cards cannot have more than 10. the intro text commentary description area limited to a maximum of 255 characters I'm kind of a less is more when it comes to writing ad text so 255 characters is plenty intro text May truncate at 150 characters on some mobile devices so what that means is your introductory text I already filled out my ad here this is our introductory text right here so if you go over 150 characters there's a chance that this gets cut off I would recommend just going keeping it 150 characters or less for the individual cards within the carousel recommended individual image spec is 1080 by 1080 with a one by one aspect ratio basically use large Square images these are the rich media formats that are supported pretty standard here headline text for each image card is a maximum of two lines before being truncated 45 character limit for Carousel ads that direct to a landing page 30 character limit for Carousel ads with a lead gen form call to action so you get a little bit more if you're using a website conversions campaign Carousel ads can be directed to different landing pages that's really important here so the American Express ad I showed you oh it I lost it here but I'm pretty sure it sent me to the same landing page every single image so this one here I actually have I have get a free Google ads audit today over here I have how we increase return on ad spend by 212 for a client so if somebody's like I don't just want to sign up for I want to see that this company knows what they're doing first they click here it brings them to a case study they're able to contact me directly from that case study basically so then the next one is we help you dominate your competitors Google ads probably need an apostrophe there if we click on learn more this will bring to the Google ads Auto page the last one learn more about our PPC Services we'll bring them to a PPC Services page so let's come back over here and now let's start creating our advertisement okay so first we will put our introductory text here this is 75 characters long sick of wasting your budget get a free Google ads audit from Surfside PPC I could say sick of wasting your advertising budget get a free Google ads audit destination URL so one of the things that you can do is I can set Google ads audit and if I click use destination URL as destination for all cards it's going to put it in every single card destination URL here so let's just say we're choosing four cards we click here it's going to make that card destination URL the same in every single card now I don't want that so let's not do that so this will still keep it the same in every card we'll just have to adjust it as we're setting up each individual card so as we come down here it's going to say create cards for your Carousel by selecting or uploading images so what we can do here is come over here and upload our images okay so I'm uploading my first image here just the jpeg Square image one of the things you always want to do when you're creating Carousel ads click on crop and what you're going to see here is the crop that they have does not look good whatsoever so it's zoomed in a little bit so you don't want this to be zoomed in all the way let's Zoom it all the way out now it looks good we'll click on crop okay so now we have our image all set for our card one and what we can do is put our card headline right here so this gives us 45 characters but keep in mind 30 character limit for Carousel ads with a lead gen form call to action so we want to keep these card headlines short okay so card headline get a free Google ads audit so if we have as long as we have 15 or more characters here then we should be good and not deal with any truncation with all of our card headline text so we have our card destination URL this is perfect so let's come to our next one and let's do our case study so let's make sure we update our landing page URL let's enter our description okay so card the headline here we increase return on ad spend by 212 for a client now this is going to get cut off somewhere right around here but as long as I have the main thing I'll point out when I get across we increase return on ad spend by 212 percent that's good enough for me and good enough that people are going to read that portion of this card headline we have our card destination URL here so now let's upload our image okay so to make sure we crop our image after we upload it we'll click on crop and now we have our first first two cards done so we just have to set up our last two cards now where Carousel ads can be really useful is with an educational Carousel ad that gives people different information in each different card the other way it's really useful is by showing off some of the different Services you have or the different products you have for example a company like Adobe if we just come over to adobe's website you can see they have over 20 different creative apps now you can see things like overview photo design video so let's just say they're trying to get more people that are working with video and trying to promote the Adobe brand to people that aren't already using it what they could do with Carousel ads is put okay we have Premiere Pro we have After Effects we have audition and then we have all these other different products that are going to help you become the best possible video editor that you can be so using Carousel ads can be really useful for companies that have different services or products that they can offer and also they can be useful for educating so they could also create different Carousel ads to say Premiere Pro and just basically use this image right here best for making videos Shine from social Clips to feature films best for making animated graphics and visual effects best for adding sound effects to video and audio projects so they actually do a really good job right on their website here they could use basically the same exact images and text and everything like that and just create Carousel ads and also educate people on the LinkedIn platform and try to drive new people that are already working with video so they can use people that already have different member skills already have different job roles and try to Target people that are already working with video with the Adobe products so that's where Carousel ads can be really useful now hopefully you kind of get the idea here of how to create your Carousel ads so we're going to go through and I'm going to create the last two cards here I'm going to fast forward to this process just a little bit okay so we have our four cards here now we have get a free Google ads audit we have our image here we have we increase return on ad spend by 212 percent for a client we optimize Google ads campaigns that sends them to our Google ads audit page and then learn about our PPC services and that sends them to a PPC Services page so we can add more cards here what you always want to do is test so I like to use three or four cards when you're getting started a lot of people aren't going to click through at every single card you have use a card for every important point you want to make to a potential customer so once we do that we can click on Save add now the best practice here is when you're creating your Camp LinkedIn ads campaign don't just create one advertisement here create a new ad create another new ad and run multiple ads against each other to see what actually works best you can keep all of the ad copy exactly the same and just change the images here so just update the images you can try a different call to action and then the other thing you can do is use an ad format just like this and just change the text at the top maybe change some of the text down here at the bottom and see what is resonating with your audience so try to test different pieces of your advertisement to see what is working best so you may find that another image at the very front of your ad works much better than this one right here this is useful this is a good image because struggling with Google ads sick of wasting your budget basically get a free Google ads audit we are going to fix your advertising spend and drive you more conversions so this is a lead generation ad lead generation Carousel ad through Linkedin when someone clicks on learn more they're going to see my lead generation form now coming back over here the other thing that we can do is website conversion ads so if we come back and we create a new campaign within our campaign group so that's what you would want to do at this point create a new campaign within our campaign group I didn't actually launch the old campaign yet I would want to create more ads before I would launch it but all you have to do is when you are done creating your ads review and launch your campaign so we'll click on next here we're going to go through this one a little bit quicker conversions we're going to choose website conversions you need to make sure you have conversion tracking set up I have a video on my channel for exactly how to do that for this we just have the same audience we were just using you want to test audiences as well don't just use one audience try different audiences again see what works add format we're going to choose the carousel image ad format again keep scrolling down okay we'll scroll down here next is going to be placements so our selected placements right now are LinkedIn and the LinkedIn Audience Network since we are running Carousel image ads across using a website conversions objective and not the lead generation objective that will actually run in the LinkedIn feed and it will also run across the LinkedIn Audience Network so we'll keep both placements selected here and keep scrolling down budget and schedule same thing set a daily budget here set a start and end date so we'll just do the same thing we did for the other one we'll set a 50 daily budget and we will say start this on Friday and we will end it at the end of the month so let's end this on July 31st okay so we'll keep scrolling down our optimization goal is going to be website conversions bidding strategy will be maximum delivery keep scrolling down to conversion tracking and now this is where you want to make sure any of the main conversions on your website that you're optimizing for you want to select those here so let's just say for mine it's confirmation page if somebody reaches the confirmation page that means that they have requested a Google ads audit so we'll keep scrolling down here and click on next confirm save and now this is going to be pretty similar to creating a lead generation ad except we're going to we can create a new ad or browse our existing content we'll create a new ad again we can name our advertisement set a destination URL keep scrolling down add another card the main difference here is the destination URL after we are done is going to send us directly to a page on our website so rather than when somebody clicks on this it sends them to our lead generation form rather than doing that if somebody clicks on it it's going to actually go to a landing page on our website so we'll come back over here to campaign manager and let's create our Carousel ad again I'm going to kind of fast forward to this process and just kind of show you the finished Carousel ad Okay so we've named our ad we have our introductory text here we have our destination URL for our Google ads audit keep scrolling down we have our four different cards created same as the other ones so same landing pages same ad copy same everything so once we do that what we can do is add this to our campaign and save this ad now what you can do is if you want to launch your campaign at this point go to next now before we do that what I'm going to do is just click on show and feed but what we could do is just go to next because I didn't do this earlier and then it's going to review and launch your entire campaign it will show you your targeting your ad format where you're running your ads daily budget everything and come all the way to the bottom and launch our campaign so that would be the only Next Step you need to take to actually launch your Carousel ads campaign now this is what it's going to look like it's going to look slightly different so you're going to see our image here you're going to see our ad copy right here and every single thing is clickable so if somebody clicks on this it's going to bring them directly to our landing page where they can easily hopefully sign up for a Google ads on audit or just sign up for PPC services so when they click here it won't open the legion form it will open whatever landing page you set it to so those are the two ways I would run Carousel ads that's how I'd recommend using them when you are running your LinkedIn ads this is definitely an ad format you want to test it's worth testing alongside single image ads alongside video ads even alongside document ads to see what is going to perform the best for you in terms of driving leads and driving leads that can turn into clients or just not you know driving new signups for whatever product or service you're promoting so if you have any questions about LinkedIn Carousel ads please leave them in the comments section thanks for watching my video today and make sure you subscribe to the Surfside PPC YouTube channel