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Agenda  

•  Key  LinkedIn  advertising  statistics  •  Bids  and  budgets  •  Targeting  •  Creative  Calls  to  Action  (CTA)  •  Optimization  •  Monitoring  &  reporting  

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Bids  &  Budgets  

•  3  ads  per  campaign  •  Vary  headlines,  call-­‐to-­‐action  phrases,  and  images  

•  You  can  create  up  to  15  different  ads  /  campaign  

•  Daily  budget  is  max  you  are  willing  spend  each  day  

•  Minimum  bid  is  $2;  LinkedIn  offers  suggestions  

Suggested  Range  Sample  

Payment  Method:  ¤Pay  per  click  (CPC)  –  Recommended              Your  bid  (the  maximum  you  are  willing  to  pay  per  click)  

USD  Suggested  Bid  Range:  2.14  –  2.26  USD  minimum  bid  2.00  4.00  

¢  Pay  per  1,000  impressions  (CPM)  

Your  Bid:  4.00  USD  Suggested  Bid  Range:  2.14  USD  –  2.26  USD  minimum  Bid:  2.00  USD  

Targeting  

I  need  this!  

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Optimization  ü Bid  at  the  high  range  of  the  "Suggested  Range”  ü Continuously  review  and  adjust  your  daily  budget    

ü Target  campaigns  with  only  one  or  two  criteria  to  keep  an  audience  of  150,000  to  400,000  members.  

ü Follow  the  best  practices  for  PPC  ads,  but  keep  several  versions  on  hand  to  change  out.  

ü CTR  is  the  most  important  thing  to  watch  

Monitoring  &  Reporting  

Take  Aways  1.  Create  great  ads  with  powerful  copy  and  

relevant  images  2.  Target  your  ads  to  specific  audiences  3.  Split-­‐test  different  variations  of  the  campaign  4.  Spend  strategically  5. Measure  ad  performance  

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