Learn more about Linkedin Advertising and catch some tips about how to run Pay-Per-Clic Advertising Campaigns on the largest professional social network!

1. Alessia Turlon

2. Linkedin Users *
Why Do People
• Staying in touch with colleagues Use LinkedIn?
• Networking with individuals in their industry
• Joining groups to get news
• Looking for a new position
• Getting updates from other companies
* Linkedin Data - January 2012

3. Linkedin Adv
Tips
&
Rules

4. Where will my Ads be Displayed?
On Linkedin
• Profile Page (the profile of other LinkedIn members)
• Home Page (at the top of pages in the text-only ad placement - with image
and text in the right column and at the bottom of the page)
• Inbox (the page where users see messages and invitations)
• Search Results Page (the page where users search for members by name)
• Groups (on pages in LinkedIn Groups)
On the Linkedin Audience Network
• A collection of partner websites (mantaining ads segmentation and allowing
to reach Linkedin members targeted outside the social network)
• This helps to gain impressions, but it’s optional

5. Getting Started With Linkedin Adv
Open a Linkedin Account
(keep attention if Admin or Standard Account!)
and insert data of a credit card
Enter in the Ad Section
to Create Ads
Select a Target Audience
and Set Budget and Bid
Ads will be Reviewed within 24 Hours
if they Meet Linkedin Guidelines, then the Campaign should Start

6. Ads are grouped by Campaign, not
by Ad Groups in the same Campaign.
A limitation, as you have a minimum
budget to invest per campaign!
URL people visit after clicking on
the ad: could be internal (Linkedin
Profile, Page or Group), or
external (another website)
Is it important to chose the image,
as it will be resized 50x50 px
Headline is up to 25 characters of
text. English is currently the only
accepted language for ads.
Description is up to 75 characters
of text.
Who is creating the Ad (profile or
page). Ads will be also displayed
as news feed on profiles!

7. It is important to know that
when you create an ad, it
will be displayed on your
profile as your’s activity,
among other updates!
I don’t like this very much…

8. Tips To Write Linkedin Ads
Be direct and specific, as LinkedIn ads
are quite a bit short
Ads appropriate to the target audience
Include a strong call-to-action
Be useful and show the benefit is unique
Use images that can impact and test
them
Write lots of variations in text to test ads

9. Find Customers You're Looking For
Targeting Criteria
• Job Title
• Industry
Narrow
• Geography down your
• Company Size audience to
the most
• Company Name relevant
prospects
• Seniority
• Age
• Gender
• LinkedIn Group

10. It’s possible to select 10 Location maximum.
It’s possible to choose a Continent, a Country, or a Region
(each one will be counted as a Location)

11. Multiple choice is also
possible for Company
Categories and Job
Functions.
It’s possible to select 10
categories maximum

12. Then, it’s possible to select Seniority,
that means more or less the role
It’s possible to
write here a
specific Group
on Linkedin to
target its
memebers
It’s possible to
select gender
and age for
specific
offers/products
Finally, it’s possible to reach ONLY Linkedin users on the social network (no flag
here), or ALSO Linkedin members on other websites part of the Linkedin Audience
Network

13. Daily Budget and Cost Control
• Daily budget is the maximum amount that you are wiling to
spend each day. So, ads will be displayed by the system as
often as possible until daily budget is reached. It could be set
as low as $10
• There may be a short period of time after budget is reached
when ads continue to be displayed. You will be charged for
clicks or impressions delivered during that time up to 20%
beyond daily budget
• Credit card is charged immediately at the opening of the
account $5 as one-time fee. Then, it will be charged every 7
days if balance is greater than $20, or daily if the balance for a
day reaches $100. Finally, at the end of the month for the
remaining balance

14. Test
Linkedin Adv
Findings
& Results

15. AD VARIATION
See more ads in the next slide

16. AD VARIATION
TOTAL RESULTS
N. VIEWS variation after the campaign

17. IMPRESSIONS
With a small budget, start with just a few ads.
Then, create variations of them and new ads,
sometimes stopping other ads for a while to
distribute impressions.
NB: Linkedin don’t give you the frequency of
ad display per user as Facebook does!
The number of times ads are displayed depends on a variety of
factors, including budget, bid, and CTR.
Here I also worked on bid and daily budget

18. CLICKS
When ads start getting clicks,
the top ad by CTR is shown
more frequently by Linkedin, so
it receives even more clicks
Linkedin is a social network where people go for professional
reasons. So, it’s obvious that during the weekend traffic and clicks
are lower than during the week

19. CTR
If there is a drop, refresh the ads.
Also, narrowed the target audience to make
ads be displayed to different people (using the
same campaign and no adding a new one with
different geography segmentation.
Here I worked on ads stopping the ads with no clicks/lowest
CTR and reactivating some others trying to distribute
omogeneally the impressions gained.
* Linkedin wrote me “Currently, we are seeing CTRs of 0.02% and higher for some of our better performing advertisers”

20. AVERAGE CPC
Each click will cost between
$2.00 (the minimum cost per click on
Linkedin) and CPC max (the bid)
Look at the Suggested Bid Range (an estimate
of the current competing bids by other
advertisers targeting the same audience) to
make the bid. In general, the higher you bid, the
more likely you are to receive impressions and
clicks.

21. $ SPENT
To revamp the campaign, change the maximum bid. It is
important to modify the daily minimum budget not to have just
few clicks in a day
LinkedIn displays ads at different rates during the day depending on when
LinkedIn users are active on the website. I’ve noticed budget is spent in
particular first in the morning and in the late afternoon

22. Conclusions
• Linkedin is not cheap: the minimum daily budget is $10 and an
average CPC is between $2.00-3.00 but could be also higher.
Is it worth? Valuate it depending on your objectives!
• CTR is low, as on social networks frequency of ad display per
person is high (but on Linkedin you don’t have any control of
it, you just see the number of impressions)
• Statistics panel doesn’t provide lots of data, so you don’t have
a complete view of results to manage efficiently the campaign
• You have to set multiple campaign to test different ads per
target and budget (but each campaign you run has a minimum
daily budget $10, so it’s really expensive!)
• Anyway, Linkedin can give you a deep segmentation if you are
interested in professional target!

23. Thanks for Your Attention
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