How to set up your LinkedIn ad campaign

Why should you plan your LinkedIn ad campaign carefully?

LinkedIn ads tend to be pricier than ads on other platforms. Planning your campaign well helps you get better returns on your investment. For example, careful planning can reduce your Cost Per Click (CPC) and help you reach the right audience. B2B companies especially benefit from better-quality leads when their campaigns are strategic. Additionally, a well-set-up campaign enables you to retarget users who interact with your ads. This can improve conversion rates for future campaigns.

What does setting up a LinkedIn campaign involve?

Setting up a LinkedIn campaign is not just about creating an ad. It involves several key steps: preparing your LinkedIn Page, configuring Campaign Manager, adding tracking tools, and choosing the right campaign objective. Each step plays a crucial role in ensuring your ads perform well and meet your business goals.

how do you set up your LinkedIn page, campaign manager, and tracking?

If you don't already have one, you must create a LinkedIn Page for your business. Why not just use your LinkedIn profile? Because a Page is designed for brands and businesses, offering features such as analytics and advertising options that personal profiles do not. For example, solopreneurs often need to create a LinkedIn Page even if they mainly work using their profile.

Next, add the LinkedIn Insight Tag to your website. This tracking code allows you to monitor ad performance and build retargeting audiences. Here’s a quick guide on how to add it via Google Tag Manager:

1. Sign in to LinkedIn Campaign Manager and access your account.
2. Click the 'Account Assets' tab, then select 'Insight Tag'.
3. Click 'Manage Insight Tag' and then 'See Tag'.
4. Select 'I will use a tag manager', then copy your partner ID.
5. Go to tagmanager.google.com and sign in.
6. Open your account and container.
7. Click 'Add a new tag'.
8. Select LinkedIn as the product.
9. Paste the partner ID into the field.
10. Set the tag to fire on 'All Pages'.
11. Create the tag and publish it.

Once done, head to LinkedIn Campaign Manager or click the Advertise button on LinkedIn’s top right to start your campaign.

How do you pick the right campaign objective?

When creating a campaign, LinkedIn asks you to pick an objective. But which one suits your needs? Your chosen objective should match both your business goal and where your audience is in the buying process.

For example, if you want direct sales, your objective might be ‘Website conversions’. If you aim to increase brand awareness, choose ‘Brand awareness’. Here’s how to think about your objectives based on your audience’s stage:

• Awareness phase: Boost brand recognition with 'Brand awareness' campaigns.
• Consideration phase: Use objectives like 'Lead generation' to encourage deeper engagement.
• Decision phase: Prioritise 'Website conversions' to drive sales or sign-ups.
• Retention & upsell phase: Retarget previous customers to promote loyalty or new products.

For example, a software company targeting mid-sized businesses might choose 'Lead generation' campaigns to attract decision makers researching solutions. A recruiting firm might use 'Employer branding' to attract top talent. Linking objectives closely to your strategy ensures campaigns deliver measurable results.

Understanding objectives is key for effective ads. If your goal is lead generation, pick that over general awareness. Target your ads accordingly, such as directing ‘Consideration phase’ audiences to download a white paper or sign up for a webinar.

For more tips, check out how to make a great LinkedIn business page. Also, see our guide on LinkedIn retargeting tactics to reach users who engaged with your ads. Finally, visit our post on LinkedIn lead generation best practices for strategies to boost your campaigns.