In our latest eBook, the Social Media team at Page 1 Solutions tackles the process of creating, editing and publishing LinkedIn ads that will help your business start building relationships with your audience and converting them to paying customers.

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LinkedIn Ads Overview
With so many new social media platforms emerging each week, there is a lot of competition on where to spend your marketing budget.
While LinkedIn is more focused on business to business connections, it is also a great platform to reach a different segment of your
audience. You can send users to your website or direct them to a video about a new product or service you are now offering. No matter
your marketing needs, LinkedIn is a great way to connect with your audience on a professional level.
We know you have lots of questions about running ads on LinkedIn so let’s get started!
Nearly everyone searching on LinkedIn has the potential to see the ads that your business runs, including people both inside and
outside of your network. You can narrow your target audience down by using several filters including: location (country, state, city),
company (industry, size), job function, school, degree, group, age, gender and many more!
Before you start brainstorming copy ideas, LinkedIn allows you to choose from 2 types of ads: Display/Text Ads or Sponsored Content.
Let’s review the differences:

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Display/Text Ads
The self-serve ads platform allows you to include an image or video accompanied by ad copy.
Once you’ve decided who you want to target, it’s time to turn ideas into reality. Each
LinkedIn ad has 4 main components you’ll need to include:
Headline: This should be short yet attention-grabbing. You’ve only got 25 characters to
make people want to click into your ad so make them count!
Ad Copy: Describe your ad in 75 characters or less! You’ve got this!
Destination URL: When users click on your ad, they should be taken to a landing page
that reflects the same design as your ad to increase trust and familiarity.
Image: Pick an image that catches your eye. Since this image is small, we recommend
using photos of people rather than your business logo, unless the goal of the ad is to
build brand awareness. LinkedIn ad guidelines suggest including an image in your ad
to help drive “20% more clicks.” As a general rule, your image should be a maximum of
50 pixels x 50 pixels. If you choose to use a video rather than an image, make sure it’s
shorter than 20 seconds in length!
TIP: It’s common for the click-through rate (the number of times your ad is clicked, as a percentage of how many people actually see
it) of your ads to decrease if you continue running the same ad for an extended period of time. Keep your ads fresh by updating your
image or text at least once per month.

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Sponsored Content
As on Facebook, you have the ability to pay to have an update/post distributed to a larger audience across LinkedIn. This is where
sponsored content comes into play. Whereas dis-
play/text ads show up on the sidebar or at the top
of pages, sponsored content will appear directly in
your user’s news feed. Since the news feed is the
first thing a user sees when they login, sponsored
content is more likely to get engagement.
To sponsor a post, follow these quick, easy steps:
1. Select “Advertise” under the “Business Ser-
vices” link on the top of the page. Click “Get
Started” and use your login to access the ads
platform.
2. Click on “Sponsor content”. You will be
prompted to name your campaign, choose
which page you want to advertise for and
which piece of content you want to sponsor.
Keep in mind you can only sponsor content
that has already been posted on your page and
you can’t create a new post directly from the
ads platform.
3. Next, you’ll define your audience using the same targeting options from display/text ads. Remember that each piece of content is
different and your audience should be chosen to reflect that.
4. Lastly, choose a bid/budget for your sponsored content. You can choose to optimize by click or by impression/view but LinkedIn
will recommend a range that will help you achieve the most clicks or impressions based on your chosen goal.
You’re all set! Sit back and watch users engage with your content!

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Where Will My Ads Be Shown?
Both display ads and sponsored content are eligible to appear in 5 different spots across LinkedIn. While there is no way to specify
which of the options you want your ad to show in, LinkedIn chooses the most optimal spot. Look for your ad to appear in any of the
locations listed below:
Profile Page: When you view other members profiles, you may see an ad on the sidebar
Home Page: When you first login, you may see an ad in your home feed
Inbox: When you check your messages and invitations to connect, look for ads
Search Results Page: When searching for a member/company by name
Groups: Ads may appear on pages for a variety of Group Pages
We highly recommend that you create at least 3 versions of your ad to A/B test what is working and what is not. Switch up the imagery
and ad copy to find the best combination. LinkedIn allows you to create up to 15 ads per campaign so test away! As the ads run, the
ones with the best click through rate will be shown more often. You can choose to pause ads that are not performing as well in order to
allocate more budget to the ones that are.

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How Much Do LinkedIn Ads Cost?
Like other social media ads, LinkedIn ads are a great tool to increase brand awareness as well as acquire new customers. Since LinkedIn
is a professional networking platform, ads are an opportunity to showcase your original content, connect with like-minded business
professionals and get feelers out to a new audience on the products you offer.
LinkedIn ads allow you to set your own budget, target
by a variety of factors including job title and compa-
ny size, and stop the ads at any time. LinkedIn also
allows you to take advantage of various ad formats
including, text, image and video (which is about to
take off in 2015). Regardless of the type of ad you run,
LinkedIn requires a minimum daily budget of $10
and $2 per click. Since the up-front cost is a bit more
than the other platforms, LinkedIn says a good click-
through rate is anything above 0.025%. While that
may seem low, keep in mind that the quality of your
leads is likely to be higher than on other social plat-
forms.
You can choose 2 ways to pay for and optimize your
ads: Pay per Click (CPC) or Pay per 1,000 Impressions
(CPM). Most people choose to optimize for clicks,
meaning you only pay when a user clicks on your
ad. This method allows you to set an amount you are
willing to pay per click rather than on the number of
times your ad is shown.
In order to decide whether LinkedIn ads are right for your business, we challenge you to sit down and brainstorm your company goals
for social media and marketing this year. Once you have your goals (ex. brand awareness, increase newsletter sign-ups, increase en-
gagement on social posts etc.), it’s time to get started advertising! Click here to read some case studies on how LinkedIn has helped
other companies achieve success. Then, get started here!

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What Are the Benefits of LinkedIn Ads?
Aside from their professional value, there are several good reasons for moving some of your advertising budget over to LinkedIn:
1. The LinkedIn Ads platform is relatively new, meaning fewer advertisers are competing for users’ eyeballs. Less competition means
your ads have a better chance of being seen and clicked.
2. The targeting options are vastly different than other platforms, allowing you to reach a more niche target audience that is more like-
ly to relate to your brands message.
3. Since you can target by job title, you are able to reach out to the decision makers and influencers directly. These type of ads work
best for B2B companies but can be useful in B2C situations as well.
4. LinkedIn gives you less characters to promote your product/service than Facebook and Twitter which forces you to keep it simple
and concise.
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The information in this section was taken from LinkedIn.com. The authors are no way endorsed by, or associated with, LinkedIn. For more information, please visit help.linkedin.com/app/home/

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Thank You For Reading!
ABOUT PAGE 1 SOLUTIONS
Page 1 Solutions is a comprehensive web marketing firm, offering many services to help get the business you want. Our years of
experience working within the Legal, Dental, Ophthalmologic, and Plastic Surgery industries has allowed us to fine tune our ser-
vices so that we can get you results. We listen to your goals and understand what you need to take your business to the next level.
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FOR MORE INFORMATION
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