Advertising on LinkedIn (2021)

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.

Concepts

Introduction

The value of LinkedIn ads
Make Linkedin ads work for you
Where LinkedIn ads fits in the digital marketing ecosystem
Who should and shouldn't advertise on LinkedIn

Set Yourself Up for Success

Time to get started
Page access
Ads access
Install your Insight Tag
Get familiar with the Business Manager dashboard

LinkedIn's Advertising Capabilities

Identify advertising capabilities
Understand the advantages of ad units
Use Sponsored Content
Use text ads
Use dynamic ads
Use Sponsored Messaging
Video ads
Carousel ads
Lead Gen Forms
Event ads

Preparing Your AMO

The three pillars of social ads (bring your AMO)
Audience targeting
Create your message
Develop a persuasive offer

The Nitty-Gritty

Define your account structure
Select objectives
Targeting
Bidding and budgeting strategy
Retargeting strategy
Set up retargeting

Making It Effective

Analytics, tracking, and attribution
Reporting
Benchmarking
Analyze performance

Conclusion - Get Launched

Learn and level up