LinkedIn is the world’s largest online database of active professionals working across all sorts of industries, making it a premier advertising hub for B2B companies and some B2C brands. If your business works with business professionals, you need to take advantage of LinkedIn’s advanced targeting and display features.
Whether you’ve been running LinkedIn ads for years or have never even set up an advertising campaign, this guide is meant to cater to individuals of any level through both curated and original content.
What to Know Before You Start
Most people view setting up an online advertising campaign as a daunting experience, and for good reason. Essentially, online advertising doesn’t have any barriers of entry and it seems rookies are pitted against experts. But is this really the case?
The answer is, no. Not really.
If you’re only spending a couple hundred bucks per month, having an expert optimize your campaign probably won’t be worth it. Unless your campaigns are woefully under-performing, their tests and improvements will only have an incremental impact on your overall campaign due to a relatively low spend volume.
This doesn’t mean you shouldn’t have someone creating and optimizing your LinkedIn campaigns; it does mean that you shouldn’t pay a top consultant several hundred dollars per hour, however. You’re better off running the ads yourself, or mixing it into one of your marketing team member’s day-to-day responsibilities.
What happens if I don’t see a positive ROI in the first month?
This can actually be a long answer, and it’s not as black-and-white as it may seem. You cannot say for sure one way or the other unless you establish these key variables:
- What is your budget?
- How much are you willing to lose?
- What is the lifetime value (LTV) of a customer?
- What is the main goal of your campaign?
- Do you have multiple assets and call-to-actions (CTAs) to test?
- What will it take to break even?
- How many A/B tests have you run?
You should answer these questions before you start an advertising campaign of any sort. We will touch on many of these topics in this guide.
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