Advertising on LinkedIn
2h 5mBeginner2024-10-03
Authors
AJ Wilcox
Founder of B2Linked
Course details
LinkedIn ads are highly targeted social ads, which differ significantly from search marketing. Join instructor AJ Wilcox as he digs into LinkedIn ads, providing practical strategies that can help you make this powerful platform work for you. He details what makes LinkedIn ads so valuable, helps you get acquainted with the platform’s capabilities, and demonstrates how to create effective ads on LinkedIn. AJ shows how to best use Text Ads, Sponsored Content, Sponsored Messaging ads, Dynamic Ads and more. He also shares approaches for audience targeting and organizing your campaigns for simple reporting and performance evaluation. Finally, he shows you how to view and interpret the metrics in the Campaign Manager to find out what you need to know about your advertising efficiency and ability to scale.
Skills covered
Social Media MarketingMarketingOne-Off
Concepts
0. Introduction
- 01 - The value of LinkedIn Ads
- 02 - Make LinkedIn Ads work for you
- 03 - Where LinkedIn Ads fits in the digital marketing ecosystem
- 04 - Who should and shouldn't advertise on LinkedIn
1. Set Yourself Up for Success
- 05 - Time to get started
- 06 - Page access
- 07 - Ads access
- 08 - Get access through Business Manager
- 09 - Install your LinkedIn Insight Tag
- 10 - Track your conversions
2. LinkedIn's Advertising Capabilities
- 11 - Identify advertising capabilities
- 12 - Understand the advantages of ad units
3. Navigating the Types of LinkedIn Advertising
- 13 - Single image ads
- 14 - Thought leader ads - Employee and influencer
- 15 - Company boosted posts
- 16 - Video ads
- 17 - Carousel ads
- 18 - Event ads
- 19 - Document ads
- 20 - Text ads
- 21 - Use dynamic ads
- 22 - Use Sponsored Messaging
- 23 - Lead generation forms
- 24 - Connected TV
4. Preparing Your AMO
- 25 - The three pillars of a social ads - Bring your AMO
- 26 - Audience targeting
- 27 - Create your message
- 28 - Develop a persuasive offer
5. The Nitty Gritty
- 29 - Define your account structure
- 30 - Campaign groups
- 31 - Select objectives
- 32 - Targeting
- 33 - Bidding and budgeting strategy
- 34 - Retargeting strategy
- 35 - Set up retargeting sequences
- 36 - Targeting options to avoid
- 37 - Leverage AI - Add predictive audiences
6. Making It Effective
- 38 - Tracking and attribution with URL parameters
- 39 - Reporting
- 40 - Benchmarking
- 41 - Analyze performance
- 42 - New measurement suite
Conclusion
- 43 - Learn and level up