if you're looking to work with other
businesses market to influential
professionals and get more leads
consistently then linkedin advertising
is exactly what you need for b2b
marketers linkedin is the number one
platform for lead generation so in this
video you're gonna learn how to set up
your first ad campaign and four little
tricks to make your ad convert tip
number three is a little secret that not
a lot of advertisers know so make sure
that you're staying tuned for that
[Music]
i'm michelle bally and if you're new
welcome to learn with shopify we make
videos that help you start and grow your
online business so whether you want to
learn facebook ads or you need ideas for
new products here is the place to learn
we are a channel for small business
owners with big plans so make sure that
you're subscribed so that you don't miss
out on any future videos linkedin has an
audience of influencers executives and
decision makers that have two times the
buying power of the average web platform
so if you're looking to leverage that
then there are several different ad
formats available for you to choose from
you can promote a linkedin post to make
it sponsored content this could be a
video a photo or even a job ad direct
sponsored content allows you to test
audiences and it allows you to create
different versions of your ads to see
how your audience will engage
sponsored inmail uses message ads and
dynamic ads are automatically
personalized for each individual based
on their profile so those are the types
of ads that you can expect to run but
now let's see how to actually put them
into action
how to advertise on linkedin step by
step
so before anything make sure that you
have a linkedin company page and also
make sure that you have your payment
details already set up
this is what your dashboard will look
like so on the highest level we have
campaign groups campaign groups give
advertisers an easier way to control
budget run dates and see your reporting
across multiple campaigns so let's click
create
give it a name
and so maybe we're promoting a series of
professional development training
courses
set the status if you want it to start
right away or if you want it to be a
draft
then you set the schedule
you can make it run continuously without
an end date and specify when you
actually want it to start or you can
specify a specific start and end date
you can also set the budget at this
point
once you save it you'll see it populate
in the campaign group dashboard so this
is just a grouping now we need to
actually add some campaigns into the
group itself so i'm going to click on
the words to go into the campaign and
now i'm going to click create campaign
this section here is where we will be
spending most of our time now because
the cost to advertise on linkedin is
relatively high i do not recommend using
the awareness objective on facebook it
costs around sixty nine dollars to reach
a thousand users whereas on linkedin it
can cost anywhere from thirty to a
hundred dollars to reach a thousand
people now because this is a specific
audience of professionals you do pay a
premium to reach that niche so i
recommend setting up your campaigns with
the consideration and the conversion
objective in the consideration section
we have website visits we also have
engagement if you would want people to
interact with your post
and we have video views which is great
if you have educational content
then under conversion you have lead
generation which is basically a built-in
lead intake form
website conversions works well if you
have a physical product that you want to
sell and job applications will help
promote a job opportunity at your
company now it's time to set a specific
audience to target so i think a lot of
first-timers get caught up on this
because they just don't know who their
audience is
but use data to back up these decisions
if you've been operating for a while
look at the traits of past clients and
your social media following also try
targeting any new markets that show
promise if you're a new business and you
don't yet have a wealth of data use
google trends reddit forums and
competitive research to make educated
decisions it is common for first-time
advertisers to have to play around with
their audience settings throughout that
campaign until they find their winning
combination so do not be discouraged in
my case i'm advertising to 25 to 30 year
old males and females and they're
looking to level up their professional
skills to advance their careers in
marketing this course content applies to
canadian professionals so hopping back
in here we have the option to target
people that live in a location or people
that were recently visiting a location
i'll target canadian residents but maybe
my course isn't available in ontario so
i'll click exclude and then i'll hit
ontario
make sure to exclude appropriately so
that you're not wasting money on an
audience that just wouldn't be able to
convert anyways
now we have the option to narrow down or
exclude our audience think of narrow as
including attributes and exclude as
rejecting attributes i'll hit narrow
now we see this is broken out into
audiences and audience attributes if you
choose audience this assumes that you
already have some data to build this
campaign out so for example if you have
an extensive email list you can click
this list upload button these methods
are very effective but today we're just
going to focus on building a new
audience out
i'll click audience attributes and then
education these are marketing
professionals that are trying to level
up their skills they already hold a
position as a marketer so i'll indicate
that here in job titles
i'll make sure that i'm not choosing too
senior of a position because people that
are generally looking to improve their
hard skills are in junior to mid-level
positions wanting to move up in their
career
so here i will target mid-level roles
i'm thinking critically about my
audience you're going to want to think
about yours as well
i'll narrow this further and select the
ages here and then i'll go into
interests and target keywords that
reflect my course content so you will go
ahead and do the same
as you're doing this though you're going
to want to keep an eye on the target
audience size
the larger the audience the less
expensive it will be to run your ad
but when an audience is too broad you
could be wasting your money on an
audience that doesn't really care about
what you're offering but on the flip
side targeting a narrow audience has the
potential of bringing you highly
qualified leads but it is more expensive
to target a niche audience
for sponsored content linkedin
recommends a minimum of 300 000 people
and for sponsored ads and for text ads
they recommend targeting between 60 000
to 400 000 people
you can take a minute to write these
numbers down but i'll go into detail
later about what these types of ads are
enable audience expansion gives linkedin
the leeway to show your ad to similar
linkedin members they will use ai to
infer i recommend using this as
something as a test where in one ad you
would enable audience expansion and in
the other ad you would turn it off just
to see what results you get by the way
if you're interested in learning more
about digital marketing register using
the link in the description box to gain
access to a free 30-minute webinar
that's going to help you change the way
you think about your store's marketing
funnel
now we choose the ad format we discussed
these in detail earlier but here you'll
choose the format that makes the most
sense for you
so single image ad shows up in the main
news feed carousel image ad shows up in
the news feed as well but here you can
scroll through two or more images
video ad same thing newsfeed but this is
going to be in video format text ads are
just words no images but these will show
up in the right column or on top of the
page on linkedin
spotlight ads are ads that change format
depending on who's seeing them these are
personalized ads based on your own
linkedin profile data message ads are
sponsored content that goes straight to
your audience's inbox
these have a sponsor label on them and
conversation ads are similar to the
message ads but here you can set up
multiple call to action buttons that
link to your landing page for example
you can set pre-populated responses
through a message decision tree you
create with this format
uncheck the audience network option this
is linkedin showing your ads outside of
the linkedin platform and they're not
very effective because they're
interruptive now i'm sure you've seen
these before these are the type of ads
that you see when you're on an app for
example and they're the ones that take
up the entire screen and all you want to
do is x out because they're interrupting
what it is that you're trying to do
these ads are not very effective so i
would recommend that you turn this
option off
now we choose the budget and schedule
options you can decide to set both a
daily and a lifetime budget
this means you control how much linkedin
spends a day and throughout the entire
campaign you'll notice that it says
actual amount spent daily may vary
so some days you can see up to 50 more
money spent and then on other days it'll
spend less
this is basically just linkedin showing
your ads more when it thinks you're
getting better results and showing your
ads less when it's too competitive
you can also choose to set a daily
budget indefinitely or you can set a
specific start and end date
and lastly you can spend a lifetime
budget this means that the ad spend will
fluctuate every day but you will spend
no more than you've budgeted for by the
time the campaign is over
you can choose to deliver your ads to
members that are most likely to click on
the link to your landing page i would
recommend this route otherwise you can
choose to let linkedin deliver it to as
many people as possible to get the
maximum number of eyeballs on your ad
in the manual bidding section you can
choose how much you want to spend per
landing page click
linkedin will recommend an amount and of
course they like to see you spend as
much money with them as possible but
just start small and then grow from
there
we'll skip conversion tracking for now
as it is a little more advanced but
you'll want to set this up so make sure
you're checking the description box for
that article link
now we're going to go ahead and actually
create the ad so click create a new ad
upload the creative so that would be an
image or a video here
and next you're going to add in your
headline
you don't have much space and that
forces you to convey only the essential
information
you'll have a preview on the right hand
side of how it's going to look you can
create many ads within a campaign and i
recommend doing this so that you can
test out which ads are performing best
so that's the final step before actually
hitting launch on your campaign now if
you're not sure what video or image you
should use or even what wording you
should use i have a couple of tips to
help you out so let's look at some
successful examples
use a clear call to action
this bluejet airways ad says get a jump
on upcoming business travel with up to
20 off base airfare to all u.s cities
book by may 23 for travel then it has an
image with a big 20 off and an
eye-catching two-day sale banner there
as well now this works because it's a
clear message that i'm getting 20 off it
also has a clear call to action that i
need to click to redeem the deal it has
a sense of urgency that gives me a
deadline with the date
use relevant imagery
this wework ad gets the award for best
creative you can understand right away
that the ad is for office space the
image is well lit it's modern and it's
branded with their logo
people don't really have the attention
span these days so one sentence and a
clear photo is exactly what you should
be aiming for
here are some secrets to find success
with linkedin ads number one keep
content short whether it's information
that will help them excel in their
careers or business networking
opportunities make sure that you're
keeping your message to just a few words
for videos you have two to three seconds
to capture attention share the most
interesting or important information in
the first 10 seconds before people
scroll on secondly include
people-centric visuals linkedin has
found that featuring people especially
recognizable leaders like your company's
ceo will boost the performance according
to linkedin ads with people in them can
increase your click-through rate by as
much as 160
this third tip is not very well known so
unlike facebook linkedin does not know
their users ages on facebook users
volunteer sharing their birth dates in
order to use the platform but linkedin
on the other hand guesses people's ages
by their graduation date and other
milestones so when you're creating your
audience try to lean on other
demographics like location and job title
as well and finally call out noteworthy
stats quotes and testimonials but make
it short and punchy to lure people in
and then follow through with an
irresistible offer linkedin tested an
update with a statistic and one without
the update with the statistic had 37
higher click-through rate and 162 more
impressions don't forget to sign up
using the link in the description box to
gain access to a free 30-minute webinar
so that you can level up your digital
marketing skills today so that should
get you well on the way to starting with
linkedin ads if you have a landing page
make sure that you're dropping it in the
comments section that way we can ask our
community here for feedback and actually
start getting more ideas for yourself
and your own landing pages as well
hopefully you found this video helpful
if you did make sure that you're giving
it a big thumbs up because that's going
to help our channel and our community
grow thank you so much for watching i'm
your host michelle bally and i will see
you in the next one bye
[Music]
you