Your One-Stop Guide to LinkedIn Ads and Campaign Manager

Guide to LinkedIn Ads: With the world moving “online” and digitization not optional anymore, brands are competing to make a mark on the internet. In such a scenario, social media is playing a pivotal role in helping companies build a profound online presence. While social media marketing can often be intimidating and maybe even confusing, the right usage of tools such as YouTube, Instagram, and LinkedIn ads along with leveraging the channels available could fetch you traction that, if we dare say, traditional marketing may not.

Let us break down advertising on social media platforms, one blog at a time starting with LinkedIn.

LinkedIn is an online networking platform that allows professionals as well as students and interns from various industries and across the globe to connect with each other to build meaningful professional relationships, find jobs, hire potential employees, and more.

Guide to LinkedIn Ads: What do ads on LinkedIn look like?

When competing on the digital domain, it is important to recognise the right channels to run your advertisements and campaigns. While Facebook and Instagram favour B2C businesses and product industries, LinkedIn tends to the B2B sector and service industry.

This is so because LinkedIn houses professionals such as company founders, marketing heads, chairmen, directors, entrepreneurs etc. who are your primary targets in the B2B arena. Running campaigns on LinkedIn will help you effectively reach out to your potential clientele and build your presence.

social media marketing metrics

An in-house tool of LinkedIn called “Campaign Manager” will help you determine the purpose of your campaign, set it up as well as manage it and analyze its outcomes, making the process seamless once you get a hold of it.

Getting started with the LinkedIn Ads Campaign Manager

LinkedIn’s Campaign Manager, as they claim, allows advertisers to “launch campaigns in 23 languages” and have a “potential audience of nearly 660+ million LinkedIn members in more than 200 countries and territories worldwide”. Source

Such a powerful tool, when used to its maximum benefit, has the potential to improve your online presence multifold and give you all the traction you will need and more!

Here’s how you can get the best out of Campaign Manager-

Create an Ad Account

In order to access the Campaign Manager portal, you will need to create an Ad Account on LinkedIn. It allows you to determine, set up, launch, and analyse your campaign as well as keep a track of audiences and conversions.

You can easily create one by following this link

LinkedIn ad campaign manager

Once you are in the portal, you will be easily guided to set up your first campaign. Here’s a step-by-step breakup of the process-

Determine your objective

Choosing an objective for your campaign essentially means defining what action you want the viewer or audience to take once they interact with your advertisement.

LinkedIn allows you to choose either Awareness, Consideration, or Conversions as your campaign objectives.

While Awareness, as the name suggests, helps you build awareness about the brand and lets the market know of your presence, Consideration improves your website visits, engagement on the content that you post, and video views. On the other hand, Conversions as an objective helps you generate leads, encourage the audience to take any action on the website such as downloading a brochure, subscribing to the newsletter, etc. as well as spread word about your job posting and encourages job seekers to apply.

LinkedIn ad objectives

Define your audience

The next step at designing your campaign, and probably the most important one, is determining and defining who your target audience is.

LinkedIn offers you a plethora of options to choose from where you can pick your audience based on their geographic location, job title, seniority, interests, hobbies, educational qualifications, company size, company name, skills, etc.

Clearly defining the kind of audience you want to reach will greatly help you in reaping the best benefits of the campaign.

In case you have a list of audiences you want to reach, you can always upload the information using the “Matched Audiences” section.

ad audience

Choose your ad format

Here is where things get interesting with LinkedIn advertising for here you get to determine the format of the advertisement that will go live.

Broadly, LinkedIn ad formats can be broken down into four categories namely, Sponsored Content, Message Ads, Text Ads, and Dynamic Ads.

Sponsored Content:

Sponsored Content ads are much like the content that you consume on Facebook and Instagram. These advertisements appear on the feeds of viewers from where they can interact with the post. They are great for capturing the attention of millions of audiences, build brand awareness as well as determine the demography of your audience.

Sponsored Content ads can appear as Single Image Ads, Video Ads, Carousel Ads, and Event Ads, based on your choice.

While Single Image Ads display one powerful visual to capture the attention of the viewers, video ads tell a story or drive a message through a video. Carousels on the other hand are great for conveying a significant amount of information through swipe-able posts and Event Ads promote and highlight upcoming event details.

LinkedIn sponsor content

Message Ads:

This is a no-beating-around-the-bush approach to advertising where the advertisement directly reaches the inbox of the targeted accounts. It is a great way for faster conversion and offers a better response rate than traditional emailing.

LinkedIn chat ads

Text Ads:

Text Ads appear on the side of the feed and are visible only for desktop users. They are budget-friendly advertising options where you can control the cost of the campaign by choosing either Pay Per Click (PPC) or Cost Per Impression (CPM) options.

They are great for driving traffic to your website and generating quality leads.

However, it is important to note that Text Ads are not as effective as other formats since they are not eye-catching per se.

text ads

Dynamic Ads:

These advertisements go a long way in really “targeting” your audience by pulling information from their profile such as the job title, photo, company name, etc. and use it in the advertisement to connect with them better. However, not everyone might appreciate this and they can always opt to hide such data, disabling such ads from reaching them.

LinkedIn dynamic ads

Define your budget and select your bid

Once you have your objective defined, the audience is chosen, and the format in place, it is time to pay for the campaign. LinkedIn allows you to pick both Daily and Lifetime budget plans.

While the Daily budget helps you define how much you are willing to pay every day for that campaign, the Lifetime budget is the amount you are willing to pay for the entirety of the campaign period. You can also schedule your campaigns between the start and the end date based on what you think works best for you.

Please note that you need to pay a minimum of $10 per day in the Daily Budget to run any format of the advertisement. You can read more about it here.

LinkedIn also lets you compete with other advertisers to the same audience by fixing a bidding amount. It is much like an auction! Meaning, the one with a higher bidding amount will get the advantage of being advertised effectively. Read more about LinkedIn ad bidding here.

ad objective

Demo your ads before setting them up

Before setting up your campaign, make sure to preview them so you have a better idea of how they will appear on different feeds and screens.

You can also send yourself a preview text message to know how your Message Ad will appear.

Billing and Review

Enter your payment details and save. Once that is done, your ads will be sent for review to ensure that your advertisements are following LinkedIn’s community guidelines and are not unethical or inappropriate. The ads are usually reviewed within 24hrs unless there are huge volumes.

You can check the status of your advertisement in the Status column of your Campaign Manager.

billing screen

In case an ad is rejected, you will be notified following which you can make changes accordingly and resubmit for review. Approved ads will be launched as per your campaign specifications.

Analyze the performance of your campaign

It is important to keep track of the performance of your campaigns and a report of reach and engagement. This is let you take better decisions while setting up future campaigns and gives you a fair idea of your audience’s behaviour.

You can easily find your campaign’s performance analytics in the Campaign Manager portal.

campaign analytics

Do’s and Don’ts of LinkedIn Ads


  • Keep the page professional and post relevant content.
  • Engage with the audience and respond to their comments.
  • Post SEO friendly content.
  • Stay active and post regularly.
  • Notice how other players in your market are advertising on LinkedIn.
  • Keep track of your campaigns and read the reports to gain insights on what is working and what is not.


  • Do not push too hard with your campaigns. Schedule them in moderation.
  • Do not hesitate on extending your campaign budgets if required. This may leave your campaign ineffective.
  • Do not turn a blind eye to campaign reports. It is your key to making better decisions.

In Conclusion

Guide to LinkedIn Ads: LinkedIn is a great tool to make a profound presence on the internet, especially in the professional world. With more than 740 billion users as of March 2021 source, one can never go wrong with working with LinkedIn advertising. However, you will have to constantly analyze and incorporate the practices that work best for you. Once mastered, this platform has the capability to take your business to new heights!

Marketing is all about trial and error. While some marketing stunts fail miserably, others gain a whooping success like Uber’s feat with ice creams! We wrote a detailed blog about it which you can find here.

How has LinkedIn helped you in your career? Have you seen or interacted with any such advertisements in the past? Let us know in the comments section below and stay tuned with us for more Marketing, Design, and Web-related content!

The Purple Papaya Blog

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