Steps to run ads on LinkedIn using LinkedIn Campaign Manager

1. Set Up a LinkedIn Page (if you don`t have one):

   • A LinkedIn Page represents your business or organization on the platform and is required to run most ad formats.
   • Go to https://www.linkedin.com/company/setup/ and follow the steps to create your Page.

2. Access Campaign Manager:

   • Go to https://business.linkedin.com/marketing-solutions/ads and click on "Create ad" or "Sign in to Campaign Manager."
   • You`ll need a personal LinkedIn profile to create a Campaign Manager account.

3. Create a New Campaign Group (Optional but Recommended):

   • Campaign Groups help you organize your campaigns by objective or theme.
   • Click "Create Campaign Group" and give it a name.

4. Create a New Campaign:

   • Within your Campaign Group (or directly if you skipped the previous step), click "Create Campaign."

5. Choose Your Campaign Objective:

   • Select an objective that aligns with your marketing goals. LinkedIn offers objectives across three categories:
     • Awareness: Brand Awareness
     • Consideration: Website Visits, Engagement, Video Views, Lead Generation, Event Registrations, Follower Growth
     • Conversions: Website Conversions, Job Applicants

6. Define Your Target Audience (Ad Set Level):

   • LinkedIn`s professional targeting is a key strength. You can target based on:
     • Demographics: Location, Age, Gender.
     • Company: Company Name, Industry, Company Size, Company Growth Rate.
     • Job Experience: Job Title, Job Function, Seniority, Skills, Years of Experience.
     • Education: Degrees, Fields of Study, Schools.
     • Interests and Traits: Member Interests, Groups.
     • Matched Audiences: Retargeting website visitors, contact lists, account targeting, lookalike audiences.

7. Choose Your Ad Format (Ad Level):

   • LinkedIn offers various ad formats:
     • Sponsored Content: Native ads that appear in the LinkedIn feed (Single Image Ads, Video Ads, Carousel Ads, Event Ads, Document Ads, Thought Leader Ads).
     • Sponsored Messaging: Direct messages delivered to LinkedIn members` inboxes (Message Ads, Conversation Ads).
     • Dynamic Ads: Personalized ads that use LinkedIn profile data (Follower Ads, Spotlight Ads, Content Ads).
     • Text Ads: Simple pay-per-click (PPC) or cost-per-impression (CPM) ads that appear in the right rail or top of the page on desktop.

8. Set Your Budget and Schedule (Ad Set Level):

   • Choose your budget type (Daily or Lifetime).
   • Set your budget amount. LinkedIn has minimum daily budget requirements for campaigns.
   • Select your bidding strategy (e.g., Automated Bid, Manual Bid, Cost per Click (CPC), Cost per Impression (CPM), Cost per Send (CPS) for Message Ads).
   • Set your campaign schedule (start and end dates, or run continuously).

9. Create Your Ad Creative(s) (Ad Level):

   • Depending on the ad format, you`ll need to upload images, videos, or write text.
   • Craft compelling headlines, descriptions, and calls-to-action.
   • Adhere to LinkedIn`s ad specifications for each format (image sizes, video lengths, character limits).

10. Set Up Conversion Tracking (Optional but Highly Recommended):

    • Install the LinkedIn Insight Tag on your website to track conversions and website events attributed to your LinkedIn ads. This helps you measure ROI and optimize your campaigns.
    • Navigate to "Measure" and then "Conversion tracking" in Campaign Manager to set this up.

11. Review and Launch:

    • Double-check all your campaign settings, targeting, budget, schedule, and ad creatives.
    • Click "Launch Campaign" to submit your ads for review.

12. Monitor and Optimize:

    • Once your campaign is live, regularly monitor its performance in Campaign Manager.
    • Analyze key metrics like impressions, clicks, click-through rate (CTR), conversions, and cost per acquisition (CPA).
    • Make adjustments to your targeting, budget, creatives, and bidding strategy to improve results over time.

LinkedIn advertising can be particularly effective for reaching professionals and businesses, making it a valuable platform for B2B marketing, recruitment, and brand building within specific industries. Remember to consult LinkedIn`s official documentation and help center for the most up-to-date information and best practices.