The Complete Guide to LinkedIn Ads in 2023

The Complete Guide to LinkedIn Ads in 2023

How to Create a LinkedIn Ad in 9 Steps: Your Guide to Effective Advertising

Unlocking the Power of LinkedIn Advertising

In today's digital age, online advertising has become a cornerstone of marketing strategy. With its vast network of professionals and businesses, LinkedIn offers a unique platform for targeted advertising. In this comprehensive guide, we will walk you through the process of creating a LinkedIn ad in 9 easy steps, ensuring your message reaches the right audience.

Setting Up Your LinkedIn Ad Campaign

Step 1: Create a LinkedIn Page

To begin your LinkedIn advertising journey, you must have a LinkedIn Page. If you don't already have one, this is your first step. Having a LinkedIn Page is essential for creating Sponsored Content and Sponsored Messaging Ads. If you're unsure how to set one up, don't worry; we've got you covered. Check out our guide on LinkedIn for business to get started.

Step 2: Log in to Campaign Manager

Once you have your LinkedIn Page in place, log in to Campaign Manager. This platform, also known as LinkedIn's ad manager, will serve as the hub for all your advertising activities. From here, you'll be able to run campaigns, manage your budget, and monitor performance.

Defining Your Ad Strategy

Step 3: Select Your Ad Objective

Before you dive into creating your ad, it's crucial to define your ad objective. Consider what type of action you want to inspire among your audience. LinkedIn offers objectives like awareness, consideration, or conversion, allowing you to tailor your ad to your specific goals.

Step 4: Choose Your Target Audience

Your ad's success hinges on reaching the right audience. Start by selecting a location, and then refine your target audience further by adding job titles, company names, industry types, and personal or professional interests. LinkedIn recommends a target audience of at least 50,000 for Sponsored Content and Text Ads for your first campaign. For Message Ads, 15,000 is a good starting point.

You also have the option to connect with people you already know through Matched Audiences, where you can retarget website visitors or upload email contacts.

Crafting Your Ad

Step 5: Select an Ad Format

Depending on your chosen objective, you'll have various ad formats to choose from, including Sponsored Content (single-image, carousel, or video ads), Text Ads, or Message Ads. Select the format that aligns best with your campaign goals.

Step 6: Create Your Budget and Schedule

Campaign Manager will provide a budget range based on competing bids for your target audience. The initial 2-4 weeks are considered a learning phase to determine what works best. For testing purposes, LinkedIn recommends a daily budget of at least $100 or a monthly budget of $5,000.

Step 7: Start Building Your Ad

If you opt for Sponsored Content or Text Ads, Campaign Manager will provide previews so you can see how your ad will look. For Message Ads, you'll be able to send yourself a test message to ensure it meets your expectations.

Finalizing Your Ad

Step 8: Provide Payment Information

Before launching your ad, you'll need to provide payment information. Once this step is completed, you're ready to debut your ad to the world.

Step 9: Measure Performance

After your ad is live, it's essential to track its performance. Campaign Manager provides a reporting dashboard where you can review metrics, access charts and demographics, and export CSV reports. This is also where you can set up conversion tracking to gauge the effectiveness of your campaign.

LinkedIn Ads Best Practices: Tips for Success

As you embark on your LinkedIn advertising journey, keep these best practices in mind to maximize your campaign's impact:

Define Your Target Audience

LinkedIn allows you to specify where in the world you want your ads to be seen. You can refine your audience based on company details, demographics, education, job experience, and interests. Avoid getting overly specific, especially if you're new to LinkedIn ads. Start by casting a wider net and experiment with different targeting criteria.

Craft Clear Calls to Action

LinkedIn ads should end with a clear call to action (CTA). Readers appreciate straightforward guidance on what to do next. Make sure your CTA aligns with your campaign's objective. Effective CTAs include "Register Now" or "Sign Up Today!"

Choose the Right Content

While LinkedIn can help you target the right audience, the content itself is critical. Here are some tips based on ad format:

Sponsored Content:

Sponsored Messaging:

Text Ads:

Video Ads:

Carousel Ads:

Dynamic Ads:

By following these steps and best practices, you can create compelling LinkedIn ads that resonate with your target audience and drive meaningful results for your business. LinkedIn's advertising platform offers a powerful way to connect with professionals and businesses, making it an essential tool in your digital marketing arsenal.

Leveraging LinkedIn Ads for Targeted Brand Promotion

Introduction to LinkedIn Advertising

In the vast realm of social media, getting your voice heard can sometimes feel like shouting into the void. However, with the strategic use of LinkedIn ads, you can ensure that your brand's message reaches the right audience – especially influential decision-makers. This article explores the power of LinkedIn advertising and how it can benefit your brand.

Types of LinkedIn Ads

LinkedIn offers several ad placement options, each tailored to specific advertising objectives. These include:

Sponsored Content, also known as native ads, seamlessly integrates into your audience's LinkedIn feed, whether they're on mobile or desktop. These ads are labeled as "promoted" to distinguish them from regular content. You can choose from LinkedIn carousel ads, single image ads, or video ads when using Sponsored Content.

Sponsored Messaging, previously known as Sponsored InMail, enables direct advertising to LinkedIn members through their inboxes. It's worth noting that there are limits on how frequently a member of your target audience will receive a Sponsored Message ad.

Text Ads

Text Ads appear at the top and right-hand side of LinkedIn's desktop feed. They are a cost-effective option for reaching a professional demographic, making them ideal for lead generation campaigns.

Dynamic Ads

Dynamic Ads appear in the right rail of LinkedIn and offer a personalized touch by reflecting a member's personal details, such as their photo, employer's name, and job title. Follower Ads and Sponsored Ads are two types of dynamic ads.

LinkedIn Ad Objectives

LinkedIn uses objective-based advertising, allowing businesses to align their ad campaigns with specific goals. The three main objectives are:

Awareness Ads on LinkedIn

Awareness ads are designed to put your brand in the spotlight and generate conversations about your products, services, and brand. They focus on impression-based campaigns and increasing engagement.

Consideration Ads on LinkedIn

Consideration ads are tailored to qualify leads who are already somewhat familiar with your brand. They aim to drive website visits, engagement, and video views.

Conversion Ads on LinkedIn

Conversion ads are the go-to choice when you want to generate leads or drive sales. They support lead generation, website conversions, and job applicant recruitment.

LinkedIn Ad Formats

LinkedIn offers a variety of ad formats to match your objectives, including:

Carousel ads use a swipeable row of cards to convey your brand's story, showcase products, or share insights. They are suitable for brand awareness, website visits, engagement, and lead generation campaigns.

Conversation Ads

Conversation ads provide an interactive experience for audiences, allowing them to select responses that resonate with them. This format is ideal for brand awareness, website visits, engagement, and lead generation.

Follower Ads

Follower ads personalize your ad to your audience, encouraging them to follow your LinkedIn Page. They are well-suited for brand awareness, website visits, and engagement objectives.

Spotlight Ads

Spotlight ads highlight your products, services, and content, directing members to your landing page or website. They serve goals like brand awareness, website visits, engagement, lead generation, and job applicant recruitment.

Job Ads

LinkedIn job ads, also known as Work With Us ads, deliver higher clickthrough rates compared to standard recruitment ads. They promote job applications and website visits.

Lead Gen Forms

Lead Gen Forms help discover qualified leads by collecting data through sponsored content and message ads. These forms are excellent for lead generation campaigns.

Message Ads

Message ads allow you to send direct messages to your audience's inbox with a clear call-to-action. They support website visits, website conversions, and lead generation.

Single Image Ads

Single image ads mimic regular content posts but are paid and labeled as "promoted." They are suitable for brand awareness, website visits, engagement, lead generation, and job applicant recruitment.

Single Job Ads

Single job ads promote job opportunities directly in your audience's newsfeed, offering a 25% increase in click-to-apply rates. They are perfect for job applicant recruitment.

Text Ads

Text ads are budget-friendly and effective for generating B2B leads. They focus on brand awareness, website visits, and website conversions.

Video Ads

LinkedIn video ads provide a creative avenue to showcase thought leadership, customer experiences, new products, and company culture. They are designed for video views.


In conclusion, LinkedIn ads provide a powerful tool for reaching your target audience and achieving specific business objectives. Whether you're looking to increase brand awareness, drive website visits, generate leads, or recruit top talent, LinkedIn offers a variety of ad formats to help you achieve your goals effectively. To maximize the impact of your LinkedIn ad campaigns, consider the unique strengths of each ad format and align them with your advertising objectives.

For a comprehensive guide to LinkedIn advertising in 2022, including audience insights, recommended ad types, and tips for success, be sure to download our free LinkedIn advertising cheat sheet.

By leveraging the diverse range of LinkedIn ad formats and targeting options, you can ensure that your brand's voice is not lost in the digital noise but resonates with the right audience of influential decision-makers on this platform.

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