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Disclaimer:

This work may not be copied, sold, used as content in any manner or your name put on it until you buy sufficient rights to sell it or distribute it as your own from us and the authorized reseller/distributer. Every effort has been made to be accurate in this publication. The publisher does not assume any responsibility for errors, omissions or contrary interpretation. We do our best to provide the best information on the subject, but just reading it does not guarantee success. You will need to apply every step of the process in order to get the results you are looking for. This publication is not intended for use as a source of any legal, medical or accounting advice. The information contained in this guide may be subject to laws in the United States and other jurisdictions. We suggest carefully reading the necessary terms of the services/products used before applying it to any activity which is, or may be, regulated. We do not assume any responsibility for what you choose to do with this information. Use your own judgment. Any perceived slight of specific people or organizations, and any resemblance to characters living, dead or otherwise, real or fictitious, is purely unintentional. Some examples of past results are used in this publication; they are intended to be for example purposes only and do not guarantee you will get the same results. Your results may differ from ours. Your results from the use of this information will depend on you, your skills and effort, and other different unpredictable factors. It is important for you to clearly understand that all marketing activities carry the possibility of loss of investment for testing purposes. Use this information wisely and at your own risk.

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Table of Contents

Introduction 04

Section 1: LinkedIn Ads Basics

Chapter 1: What is LinkedIn Advertising All About? 07

Chapter 2: Why you should use LinkedIn Ads for your Business

12

Section 2: Setting up a LinkedIn Company Page

Chapter 3: What’s a LinkedIn Company Page? 18

Chapter 4: What are the Requirements for Adding a LinkedIn Company Page?

22

Chapter 5: How do you add a LinkedIn Company Page? 26

Section 3: Setting up your LinkedIn Ad Campaigns

Chapter 6: LinkedIn’s Ad Specs & Advertising Guidelines 31

Chapter 7: Creating a LinkedIn Text Ad - Step by Step 34

Chapter 8: Creating Direct Sponsored Content - Step by Step 38

Chapter 9: Managing your Campaigns 41

Chapter 10: Performance & Reporting 44

Section 4: Additional LinkedIn Tips to consider

Chapter 11: 10 do's to apply 48

Chapter 12: 10 don’ts to avoid 53

Chapter 13: Premium tools and Services 57

Chapter 14: Shocking Case Studies 62

Conclusion 67

Top LinkedIn Ads Resources 68

Special Offer 69

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Introduction:

Welcome to the latest and very easy to apply LinkedIn Ads Training guide,

designed to take you by the hand and walk you through the process of getting

the most out of LinkedIn Advertising. I’m very excited to have you here, and I know this will be very helpful to you.

This exclusive training guide will show you step-by-step, topic by topic, and tool

by tool, what you really need to know to dominate LinkedIn Ads in the easiest

way possible, using the most effective tools and in the shortest time ever.

This training guide is comprised of 14 chapters organized into 4 sections. This is

exactly what you are going to learn:

Section 1: LinkedIn Ads Basics

In Chapters 1 and 2, we’ll talk about: What is LinkedIn Advertising All About? And

Why you should use LinkedIn Ads for your Business.

Section 2: Setting up a LinkedIn Company Page

In Chapters 3 through 5, we will talk about: What’s a LinkedIn Company Page?

What are the Requirements for Adding a LinkedIn Company Page? And How do

you add a LinkedIn Company Page?

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Section 3: Setting up your LinkedIn Ad Campaigns

In Chapters 6 through 10, we will talk about: LinkedIn’s Ad Specs & Advertising

Guidelines, creating a LinkedIn Text Ad - Step by Step, Creating Direct Sponsored

Content - Step by Step, Managing your Campaigns, and Performance &

Reporting

Section 4: Additional LinkedIn Tips to consider

In Chapters 11 through 14, we will talk about: 10 do's to apply, 10 don’ts to avoid,

Premium tools and Services, and Shocking Case Studies.

Well, it’s time for you to get the most out of LinkedIn Advertising for your

business. I know you'll love this training.

To Your Success,

JayKay Bak

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Section 1

LinkedIn Ads Basics

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Chapter 1: What is LinkedIn

Advertising

All About?

What is LinkedIn?

LinkedIn is a business oriented

website founded in the year 2002 in

the United States that has been built

on the basis of how social media

platforms work. In fact, LinkedIn is

considered to be an “employment social networking service,” as it is mainly

used for professional networking.

The key aspect that makes LinkedIn different from other social networking

services is how it helps professional individuals and businesses to match on a

single platform. Here, social interactions are based on the mutual benefit

obtained by both parties having access to the single biggest online data base of

career based resources.

Most of LinkedIn’s revenues comes from selling access to its professional user

data base to headhunters, recruiters, sales professionals and large corporations.

This is because people “advertise” their skills and availability for work on the

platform when they create a LinkedIn account and add their professional bios

and work experience to it.

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Currently, LinkedIn rightfully boasts about having more than 433 million

registered users in their platform, with over 300 million active users and 106

million of those in the United States alone. LinkedIn’s popularity is due to how

easy the platform makes it for employers to place their Job Postings and for job

seekers to post their resumes and professional bios, which results in real world

professional connections.

LinkedIn users are scattered among 200 countries all over the world, and the

main languages spoken by LinkedIn users are English, Spanish, Chinese, Arabic,

French, Dutch, Russian and Japanese. The main types of professional

connections that can be made on LinkedIn include:

✓ Job seeking users finding work at a given company through a job posting;

✓ Employers finding potential candidates for jobs through a job post or

through a resume search;

✓ Users can follow different companies and watch for any opportunities for

new job openings;

✓ Users can “Bookmark” job postings for which they would like to apply at a

later date;

✓ Users can see who has visited their profiles and prepare for potential job

offers

What are LinkedIn Ads?

LinkedIn Ads is a way to market on the LinkedIn platform to a highly targeted

audience made up of professionals that already know what is that they are after.

LinkedIn Ads are a great way to reach a global audience by promoting your

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particular brand of service right on a professional context that has been

calibrated for business since day 1!

It is very probable that you had not heard about LinkedIn ads up until this point,

and we don’t really blame you for that, because LinkedIn is most commonly

known as a social media platform for professionals, and it is often overlooked

when it comes to advertising because marketers and planners do not see it as a

consumer-centric place.

To put it simply, marketers and planners tend to think of it as only a business to

business platform with a smaller audience compared to what can be found by

marketing on Google or Facebook, but bear with us, because we are about to

blow out some facts and numbers for you to consider:

✓ While it has a smaller audience when compared to Google or Facebook,

consider that it is still has a 300 million people audience, and over 100

million of those people are from the US alone.

✓ The targeting options are pretty narrow thanks to how LinkedIn works. It

is ideal when you are looking to target people by job title, type of

employer, role in the company where they work, employment status, skills

and interests.

✓ Professional bios contain much more up to date information than what

can be found on a Facebook profile. Remember that this is a platform

designed exclusively for professional networking

What types of Ads Does LinkedIn Offer you?

Much like any other online advertising platform, LinkedIn offers you a wide

variety of ad types to promote your brand or content. However, these types of

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ads are tailored to deliver career-related material that can be of use to your

intended audience, to build your brand awareness and to get more leads within

LinkedIn.

The LinkedIn’ Campaign Manager is a platform where you will be able to deliver

highly relevant, targeted messages to unique audiences by using: text ads and

sponsored content.

Text Ads: Text ads have been designed to drive action on high quality leads

within any budget. They are easy to create and deliver, and will allow you to stay

on budget because you will be able to choose whether to pay for clicks or

impressions!

Sponsored Content Ads: This type of ads will allow you to promote your content

to the largest online professional network and deliver it on any desktop or

mobile device. Sponsored content ads are great when you are looking to engage

more people with your updates, whether by telling them about an upcoming

event or by sharing a piece of written content with them.

Besides Text Ads and Sponsored Contents Ads, LinkedIn offers you other

Advertising products, such as Sponsored InMail Ads, Dynamic Ads, and Display

Ads.

Sponsored InMail ads: One of the best ways to reach the kind of people that

matter the most to you and your business is by getting to them right in their mail

inboxes. “InMail Ads” will deliver your content to your targeted audience in

their LinkedIn mail inboxes.

Dynamic ads: Deliver creative content through responsive display ads in the

LinkedIn platform on any device. Dynamic ads will allow you to personalize your

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message and creative copy, to target the audiences that matter and to measure

your performance!

Display ads: Display ads will allow you to deliver display ad campaigns on

desktop devices for optimal placement and outreach. High viewability and

engagement is a given when you start delivering display ads on LinkedIn!

Stay with us as we will be telling you the reasons why you should use LinkedIn

ads for your business in our next chapter!

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Chapter 2: Why you should

use LinkedIn Ads for your

Business

LinkedIn is a social networking

site like no other because people

in there already knew what they

were after when they signed up:

to advance their careers.

So advertising to these people

becomes much less tricky than it

would be to advertise to people

on other social media platforms such as Facebook, where targeting can get

vague at some point and you can lose a little track of where your intended

market is going.

Awesome Benefits

Let’s start by mentioning something awesome that has taken our “awesome

benefits” top spot:

LinkedIn fills a very specific niche, which gives you a very specific audience to

work with. That along with a plethora of other factors are what make LinkedIn

ads a great fit for your business.

Here we have summarized a list with the ones more likely to compel you:

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Very big and highly targeted audience.

LinkedIn ads will give you access to a very big and highly targeted audience.

Currently, there are over 300 million active users all over the world and over 100

million of those people are active users from the United States alone.

Unique targeting opportunities

LinkedIn ads will grant you unique targeting opportunities because you can

target people based on their job titles. This is because unlike more traditional

social media platforms, LinkedIn is built around allowing its users to input more

information around their professional backgrounds.

This means that you can target people based not only by their job titles, but also

by data such as their field of work and industry, the name of the company where

they work, their skills and the LinkedIn groups where they participate, besides

the usual demographic data such as location, gender, age bracket and interests.

Business Centric Interactions

LinkedIn ads perform in a platform built around business centric interactions, so

Business to Business advertising looks completely natural and does not feel

intrusive to people precisely because like we said, it is first and foremost a

professional networking tool.

You will be marketing straight to the decision makers

By advertising on LinkedIn you will be marketing straight to the decision makers.

This is especially good if you are promoting a product targeted at enterprising

clients. If you promote this type of product on social media like Facebook or on

search engines through display campaigns, it will be more difficult to reach

those business professionals that you’re after!

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Global diversification opportunities

Global diversification opportunities are also a great benefit of marketing with

LinkedIn ads. You can end up with a juicy business opportunity from anywhere in

the world because many global companies have their own presence on LinkedIn

and, just like you, they also want to reach the most people and diversify to

different markets.

You pay for how you want your ad to perform.

LinkedIn ads will allow you to pay for how you want your ad to perform. You can

pay per click, which means that you will only pay for every time that someone

clicks on one of your ads, or you can pay per impressions, which means that you

will pay only for every time someone sees your add whether they interact with it

or not. This is great news for you and your budget!

Shocking Facts

Here are some interesting and shocking facts about LinkedIn and LinkedIn ads

that will make you want to jump aboard now:

✓ 80% of Business to Business marketers say that they want to increase their

use of LinkedIn ads after trying them. In fact, 45% of those marketers have

also said that Facebook ads are ineffective in comparison! Source

✓ Currently, 8 in 10 Business to Business marketers use LinkedIn as their

platform of choice for product launches, and LinkedIn ads as a way for

promoting them. Source

✓ A whopping 87% of LinkedIn users, which is by any means a significant

majority of active users, have stated that they completely trust what is

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served on the platform, including product-related info and advertising.

Source

✓ The use of images in ads can increase the likelihood of LinkedIn users

commenting on your promoted content by 98%, and if you add a video on

said content, the likelihood of those same users sharing it increases by

75%! Source

✓ LinkedIn ads are ideal for promoting a business because, believe it or not,

45% of LinkedIn members hold upper management positions in their

companies, which means that LinkedIn ads will generate more leads for

your business than ads on Facebook or any other social media would.

Source

✓ There are 2 new LinkedIn accounts being created every second, which

leads to 1 million new LinkedIn users every 12 days on average. These

numbers should give you a good idea of how big and specific is the

audience that you will be targeting there! Source

✓ The overall percentage of male to female users is almost equal, with an

audience that is 56% male and 44% female. This number is good to have in

mind as studies show that ads targeted at women tend to cost a bit more

than those targeted at men. Source

✓ 50% of the global traffic to LinkedIn is from mobile devices, which means

that dynamic and responsive ads will work better. Source

✓ After the United States, the countries with the most LinkedIn

memberships are: India, Brazil, The United Kingdom and Canada. So

depending on what you want to promote (Outsourcing jobs, for example)

you might like to consider those locations as potential job markets. Source

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✓ 41% of the world’s millionaires use LinkedIn, which means that LinkedIn

ads have an outreach that will get you closer to the 1% with real chances of

ending up with a hot business opportunity in your hands. Source

✓ 13% of LinkedIn users do not have a Facebook account, which means that

LinkedIn ads are the only way to get to those otherwise hard to get leads.

Source

✓ LinkedIn ads are great for promoting a new business because half of

LinkedIn members are more likely to buy from a given company if they

regularly engage with them on the platform. Source

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Section 2

Setting up a LinkedIn

Company Page

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Chapter 3: What’s a LinkedIn

Company Page?

LinkedIn is the largest professional network on the planet right now, and with a

user count already at 400 million it doesn’t look like it could lose that status any

time soon and, in fact, its creators have stated that their goal is to reach 3 billion

registered users.

With that said, we can all agree that LinkedIn is the best place for professionals

and business to have a presence on the internet.

LinkedIn is by all accounts mostly known as a different type of social media

platform where people can create profiles similar to those on Facebook, where

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they can post their professional bios and be found by companies, but how do

companies and businesses find their way on LinkedIn?

We are glad that you asked, because we are going to talk about LinkedIn

company pages in this chapter.

So, what’s a LinkedIn company page?

A LinkedIn company page is a profile that works as a social promotion tool for a

business, no matter how big or small it is. Their intended function is to provide

business to consumer relationships in a business centric environment.

LinkedIn Company Pages drive 64% of visits from social media channels to

corporate websites, giving them an edge over corporate social media profiles on

other platforms. Having a LinkedIn company page gives businesses a greater

opportunity to promote their products and services to a more receptive

audience.

What are some of the benefits of having a LinkedIn Company Page?

Creating a Company Page for your business on LinkedIn, besides giving you a

much more professional online presence, has great benefits:

✓ Having a Company Page on LinkedIn will increase awareness of your brand

or business because LinkedIn users favorite brands with which they

engage in the platform over other brands, making them very likely to

recommend your products, your services and to share your updates

✓ It will help you to acquire new customers and to connect with a large

audience of likeminded consumers. Many of your new customers will be

acquired through direct and indirect connections on LinkedIn

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✓ It will allow you to create and promote events and have a potentially very

large outreach

✓ It will enable you to run advertising campaigns and target a highly specific

audience, with great tools for self-promotion and sponsored content that

rival more popular online advertising alternatives both in functionality and

reach

✓ It will give you the means to find exceptional people in your industry and

in your field of work with LinkedIn’s recruiting tools, which will come as

highly useful when you need to hire talent for your company

✓ It will allow you to engage and connect with influencers and decision

makers in your industry

How can Company Pages on LinkedIn help people to engage with my

company?

Company Pages have not only been created for business owners and

administrators, they have also been created with talent and all types of LinkedIn

members in mind. Some of the things that will help people to find your business

and connect with it are:

✓ Connections: Company Pages can find connections even in the most

unlikely of places. Friends and colleagues of yours that have a connection

with your page can be a roadmap to your page for other people when

they share your content, products and services.

✓ Updates: Announcements, product releases, useful freebies… every little

thing that could be shared by your colleagues and followers represent a

powerful tool to get people to engage with your business.

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✓ Conversions: LinkedIn Company Pages have been created with

conversions in mind, and whether conversions for you mean gaining a

follower or having someone purchase something from you, Company

pages will allow you to reach your goal by giving you tools like sponsored

content, InMail advertising and social sharing buttons.

If you want to take a look to get yourself ready before moving on, simply get

into LinkedIn and type the name of your favorite brand or company in the search

bar at the top of the page. Then click on the name as it appears in the list menu.

Now let’s move on and show you what you will need to get started!

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Chapter 4: What are the

Requirements for Adding a

LinkedIn Company Page?

So, we know what a good social outreach tool a Company Page on LinkedIn can

be for your business, right? You get the benefits of having a social media profile

for your company along with the benefits of being listed in the largest data base

of everything that is professional.

Granted, you will need to meet some criteria before you can create a Company

page, as requirements for starting a new one go beyond just having a LinkedIn

account.

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Thankfully these requirements have been set up to protect the quality of

LinkedIn’s company directory, and in this chapter we will show you what you

need to know to join the more than 3 million companies that are now part of the

professional community.

You will be required to have a well standing LinkedIn profile

To create a Company Page on LinkedIn, you will first need to be an active and

well standing member of the network. Unlike other platforms that will only

require you to verify that you are not an internet robot with a simple check and

allow you to create company profiles right from the start, LinkedIn will require

you to demonstrate that you can keep up with their quality standards.

That means that you will have to create a personal LinkedIn profile that complies

with the following requirements before you are enabled to start building a

company page:

✓ Your profile needs to be older than seven days. You will not be able to

create a Company Page with a newly created profile

✓ The information in your profile has to match your personal information.

When you create a LinkedIn profile, you have to create it using your first

and last names. Doing otherwise will not only prevent you from creating

Company Pages, but it will also mean that you are in violation of LinkedIn

Policies

✓ Your profile strength must show an “Intermediate” or “All Star” status.

The “Profile strength” status is shown on the right side of your profile and

it ranks your profile based on how robust your profile is. This status will

progress as long as you add more information to your profile.

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You will be required to have multiple connections on LinkedIn

Company Page administrators on LinkedIn are required to have multiple

connections to demonstrate strong networking skills and to also show that the

administrator’s profile is not a spoof.

In your case it means that you will need to have several connections that are also

relevant to your business before you are allowed to create a Company Page.

You will be required to use an email address that is unique to your

company

While you can create a personal profile on LinkedIn with your personal email

address of choice, you will need to list an email address from your company in

your profile when you plan to create a Company Page.

This email address needs to meet the following criteria:

✓ It needs to use a domain name that is unique to your company.

✓ Domains such as Gmail and Hotmail can’t be used.

✓ A domain name can be used to create only one Company Page.

✓ It needs to be confirmed in your LinkedIn profile.

You will be required to be listed as an employee in your company

Your current position inside the company that you are creating a Company Page

for has to be listed in the “Experience” section of your profile, whether you are

a regular employee, a manager or the owner of the company.

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These are the requirements that you will need to meet in order to start creating

Company Pages, and you should have no problem working on those that you

don’t still meet.

Stay tuned and learn how you can start adding a Company Page on LinkedIn in

our next chapter!

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Chapter 5: How do you add a

LinkedIn Company Page?

Having a LinkedIn Company Page for your business is your first step to delivering

your business related content to LinkedIn members through sponsored content.

Adding a Company Page on LinkedIn will only require you to follow some simple

steps.

If you’ve just created your LinkedIn account, remember that:

Your account has to be older than one week.

You have to be listed as the owner or as an employee in the company

you’re creating a Company Page for.

Your profile must be in good standing.

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Refer to our last chapter to get a recap of all the necessary requirements for the

creation of a LinkedIn Company Page.

Once you are sure that you comply with all the requirements, just head over to

your LinkedIn dashboard to get started.

Creating a Company Page on LinkedIn is quite an uncomplicated process, but

before you get started, check that you have the following things ready:

✓ Your Website URL

✓ Your personal email address within the company domain. This is your

corporate email address

First, you will need to add your corporate email address to your profile and

confirm it, in order to use it to create the Company Page.

Go to the “account settings” tab in the right top corner of your dashboard and

click on “privacy and settings”.

You will be taken to your basic account settings. When you’re there, click on

“email addresses”. Now click the “add email address” button below.

Enter your corporate email address and click on “send verification”. A

verification link will be sent to your corporate email address inbox, so you’ll have

to check it, open the email that LinkedIn just sent you and click the link to

confirm your new email address.

You will then be taken to a page telling you that you just confirmed your email

address.

Now go to the menu bar at the top and place your pointer over “interests” and

click on “companies”.

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This new page is the “companies” dashboard. Go to the menu on your right and

look for the “create” button and click on it. Enter the name of your company

and your corporate email address in the corresponding fields, click the check

box below and click on “continue”.

Now you will have to enter your company information. Fields marked with red

asterisks are required fields, so let’s get started. You already selected a name for

your company, so now add a description.

In the menu on your right, you will need to first specify what type of company

yours is.

You can select from “public company” all the way through “partnership”, then

choose your company size, which is the number of people involved with and

employed by it.

Next enter your “Company website URL”. Now select your “main company

industry” and your “company status”.

You can optionally enter the year when it was founded and the locations. On

your left you will have the “company pages admins” menu.

You will be set as the main admin by default, and you can designate other

members and admins by typing their names in the “designated admins” field.

Scroll down to enter an image and a logo for your Company Page. Just click on

the green plus symbol below each option to browse for an image or a logo in

your computer or to upload it from somewhere else.

In “company specialties” you will need to specify each one of your company’s

specialties much like you would enter skills in your profile.

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You can optionally add “featured groups” to your company page by typing the

name of a LinkedIn group in the field. Note that you must be a member or the

admin of a group to be able to enter it here.

Scroll back up, check that everything is correct and click on “publish”.

Now your Company Page is live! Remember that from here you can edit your

page, expand its presence on LinkedIn and share your content!

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Section 3

Setting up your LinkedIn

Ad Campaigns

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Chapter 6: LinkedIn’s Ad

Specs & Advertising

Guidelines

You launched your first Company Page, and we’re sure that your fingers are

itching to start making some cool ads to start promoting your content. That is

great news, and we have made room to give something special to you before

you start.

In this chapter, we will teach you how to apply some ideal ad specifications in

advertising with LinkedIn, as well as how to follow and comply with the LinkedIn

guidelines.

LinkedIn’s Ad Specs

For LinkedIn Advertising Specifications, my advice for you is to go straight to

www.linkedin.com/help/lms/topics/8154/8155 and right here you will be able to

see all the advertising specifications for each one of the Ad Types LinkedIn is

actually offering you.

First, take a look at the Sponsored Content and the Text Ads Ones.

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Sponsored Content Ads are updates that promote your content to an audience

beyond people that are following your profile or your company.

You can use them to target a specific audience, and help you reach LinkedIn

members wherever and whenever they are engaging on the LinkedIn platform

across desktop, mobile, and tablet.

For Sponsored Company Content and Direct Sponsored Content Specifications,

we find: Link sharing, Embedded Rich Media, Ad policy notes, tracking

capabilities, and Click flow.

Text Ads are a tailor made for reaching any type of potential audience on

desktop devices on any type of budget.

For Advertising Specifications for Text Ads, we find: Links, Text, Image and

Placement.

You can also take a look at the other Ad Specs, depending on your plans for

advertising with LinkedIn.

LinkedIn Advertising Guidelines

The following advertising guidelines have been created by LinkedIn to protect

their users and the integrity of its platform.

Failure to comply with these guidelines will get your ads removed from the

platform. LinkedIn can also restrict you from further advertising on it, so take

note:

✓ Your in-ad content must be accurate and true to the actual content being

promoted. Do not ever deceive or lie to LinkedIn members through

advertising

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✓ Keep your in-ad text concise and well formatted. Do not use non-standard

grammar, spelling or capitalization.

✓ In-ad contact information must be kept to a minimum. Add only one link,

one email address or one phone number per ad.

✓ Do not ever use inappropriate, suggestive or outright offensive language

in your ads.

✓ In-ad links must lead to clean and non-deceiving sites.

✓ Do not use trademarked material that you are not legally allowed to

promote.

✓ Do not promote sensitive content such as adult and dating websites,

gambling related material or websites, hate related or violent content or

religiously inflammatory content.

✓ Do not promote prohibited products and services such as multi-level

marketing schemes, affiliate advertising, alcoholic products, animal

products, counterfeit goods, copyrighted content, private data, drug

related content and paraphernalia, fake documentation, cracked or pirated

software, tobacco related content or products and weapons or firearms.

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Chapter 7: Creating a

LinkedIn Text Ad - Step by

Step

Congratulations for staying with us this far! In this chapter you will learn the

basics of creating your first text ad like you did it every day.

Before creating your first text ad or any type of ad on LinkedIn, you will first

need to create an advertising account.

Head over to the top menu while logged in on LinkedIn and place your pointer

on the “business services” tab.

Now click on “advertise” and then on the “manage ads” button. Enter your

login information and click on “sign in”. You will be taken to your “campaign

manager”.

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Here you will be able to see your ads, your campaigns and your advertising

accounts.

You have to create a new ad account when you want to create new ads for a

company page, unless the company page already has an ad account set up.

Because we are going to create a text ad for the Company Page that we just

added to LinkedIn, we click on “add account”.

A pop up window will appear, and you will have the options to look up your

Company Page by name or by URL. In this example we are going to look up our

company by name and let the auto complete function find it. A campaign name

will be set based on the name of your company, but you can edit it if you want.

Next choose a currency to pay for your campaign expenses and click on “next”.

In the following page select on the “select” button in the “text ads” box.

How to create LinkedIn Text Ad

Now you can start creating your text ad. Enter a name for your text ad

campaign, choose a language to run your campaign in and click on “next”. In the

following page, you will need to first specify whether you want to send your

customers to your Company Page or to your company website when they click

on your ad.

Now you will need to enter a headline, a description and an image for your ad.

On your right you will have the option to preview your ad in various shapes and

placements.

Check that everything is as you intended and click on “save”. Your ad will be

saved, and you will be prompted to choose whether to create an ad variation or

to continue. When you are done with this step, click on “next”.

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Now you have to define the audience that you want to target with your ad. First,

enter a series of countries, cities or regions to target in the “location” field. The

dropdown menu on the left will allow you to include or exclude these locations.

Now choose how to target your audience by criteria. You can choose to target

by company name, by company industry and by job title, among many others.

Finally, check or uncheck the box below if you want to enable “audience

expansion” for your campaign, which will help you to reach new audiences with

similar targeting criteria to yours.

You can optionally save your audience as a template for future uses. Check that

everything is alright and click on “next”. Now you have to set up your bid

strategy, your bid costs and your budget.

Select “cost per click” if you want to pay when someone clicks on your ad, or

select “cost per impression” if you prefer to pay when someone sees your ad.

Now enter how much you are willing to bid in favor of your ad, set a daily budget

and a schedule a start date. You can choose to start delivering your ad

immediately or to set up a specific date.

Check that your settings are correct and click on “next”. As a last step, you will

be required to review your campaign details and specify a payment method to

pay for your ads.

Choose your preferred method, enter your information, click on review order

and launch your campaign!

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Editing Your Text Ads and Sponsored Content

To edit a text ad, head over to your campaign manager dashboard and select the

advertising account containing the ad that you wish to edit. Then scroll down on

the page that loads and look for the campaign containing the text ad and click

on it.

Click on the “ad” tab and click the “edit” button. Now you will be able to edit

your text ad!

Selecting Landing Pages for Text Ads

When your text ads are in “edit” mode, you can change the selected landing

page where it will lead your audience.

You can choose between sending your leads to your company page on LinkedIn

or to your company website outside the platform.

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Chapter 8: Creating Direct

Sponsored Content - Step by

Step

Direct sponsored content is by far one of the best methods that you can use to

deliver your content through updates that will reach people across many

audiences.

Direct sponsored content is richer and looks great on the LinkedIn feed.

Who can create direct sponsored content?

Unlike text ads, direct sponsored content cannot be created by just anyone in

the platform, as it requires members to have certain status. Members that can

create and promote content through direct sponsored content are:

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✓ Admins of Company Pages that have higher attributes and thus have

access to the campaign manager with a role that is not limited to that of a

viewer

✓ People that have been granted the permission to post direct sponsored

content

When LinkedIn members meet any of the aforementioned criteria, they can

create direct sponsored content right from the campaign manager.

Direct sponsored content can be created for new campaigns and can also be

added to existing campaigns.

Let’s take a look at how to create direct sponsored content with both methods:

Creating direct sponsored content for new campaigns

In your campaign manager, select an advertising account to launch your

sponsored updates. Once inside the advertising account, click the “create

campaign” button in the top right corner. Now click “select” in the “sponsored

content” box.

Now give a name to your new campaign and select a language to launch it, then

click on “next”.

In the next page click on “create new sponsored content”. Give a name and a

description for your sponsored content and click on “save”. Your sponsored

content will be created.

You can use the “preview” button to check it before it goes live. Click the

checkbox under “select” to select your content and click on “next”.

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Now set up your audience in the next step. Choose a series of locations to

include or to exclude, target your prospects by defining your targeting criteria,

choose whether to enable or disable “audience expansion” and click “next”.

In the next page, set your bidding strategy, your maximum bid and schedule a

start date, then click “next”. Lastly, review your campaign details, enter a

payment method to cover your sponsored content expenses, submit and

launch!

Adding direct sponsored content to an existing campaign

To add direct sponsored content to an existing campaign, you will just need to

access your campaign of choice, click on the “ad” tab and click on “create new

sponsored content”.

Enter a name and a description for your new sponsored content and click on

“save”.

Use the preview button to check it before selecting it.

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Chapter 9: Managing your

Campaigns

The campaign manager is a great dashboard where almost all of your LinkedIn

advertising tasks will be conducted.

The campaign manager will allow you to monitor your advertising and marketing

ventures on LinkedIn and to modify specific details of your campaigns in a

minimal yet convenient dashboard.

We will dedicate this chapter to taking a look at the many ways in which you can

manage your LinkedIn advertising campaigns using the campaign manager.

Creating ad campaigns in different languages

LinkedIn will allow you to create ad campaigns across 23 different languages,

and in fact, your audience will be targeted based on the language they are

viewing LinkedIn in your selected language.

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For example, if you select to run a campaign in Spanish, your ads will be served

to those members viewing LinkedIn in Spanish.

To select the language for your campaign, simply select a language from the

“language” dropdown menu when creating a new campaign. Note that the

language in your creative and your selected language must match!

Setting and editing a campaign duration

You can set when your campaigns start and when they end. When creating a

new campaign, simply set up a “start date” and an “end date” in the budget and

duration setup. To edit the campaign duration of an existing campaign, just go

to your campaign of choice, click on the “bid and budget” tab and modify the

start and end dates, then click on “save”.

Turning a campaign on or off

It is worth saying that it is not good to keep a campaign running after it loses its

luster, or when the time comes to replace it. When you want to turn a campaign

off, go to the advertising account containing that campaign. Scroll down to see

your campaigns listed and click on the green lever to turn a campaign off. You

can also use this option to resume a campaign after you turn it off.

Duplicating campaigns

You can easily duplicate a campaign if you want to use it as a template for a

variation, or to use it to target a different audience. Whichever your intention

may be, just enter on a campaign and then click on the “duplicate campaign”

button in the upper right corner.

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Confirm that the selected account is the correct destination for the duplicated

campaign and click on “select and continue”. Now modify the settings that you

wish to try differently and click on “duplicate”.

Archiving campaigns

You can archive campaigns when you don’t want them overpopulating your

campaign manager if they’re not active. Locate the campaign that you want to

archive in the corresponding account. Once you locate it, turn it off. The

“archive” option will appear below the lever.

Editing separate elements of a campaign

You don’t have to edit a campaign as a whole if you only need to edit its budget,

for example. If you want to edit an element of a campaign, go to your target

campaign and click on it. Beside the “performance” tab you will have the option

to edit a campaign’s ad, audience, bids and budget.

We invite you to take a closer look at all the options available, as even the most

basic of functionalities can be a life saver for you in the future!

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Chapter 10: Performance &

Reporting

Apart from all of the cool functionalities, the dashboard manager will also give

you access to powerful performance reporting tools.

You can use the campaign manager to assess metrics such as impressions, click

through rates and your average cost per click.

In this chapter you will learn how to effectively access performance reporting in

the campaign manager to better understand the different types of actions

measured in your campaigns to professionally gauge the impact that they have

on your marketing efforts.

Using the campaign manager to download performance reports

You can download performance reports for each one of your advertising

accounts. These reports will give you insights about measurable metrics such as

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impressions, click through rates and conversions, which will be important for

later marketing planning.

In your campaign manager, click on the name of the advertising account that

you want to examine. Look for the “download” button under the metrics chart

and click on it. A “download campaign info” box will appear to give you the

option on what type of report you would like to download.

You can download “campaign performance”, “ad performance” and

“demographics” reports. Select which type of data you want to examine and

click on download. You can also download individual reports for separate

campaigns.

Demographics for ads

You can check the demographic range data for your ads right into the campaign

manager. When you are inside one of your campaigns, click on the

“demographics” tab. You can check two types of demographic data: “clicks”

and “conversions”.

You can see demographic data and break it down in several facets: Company

Industry, Job title, Job seniority, Job Function, Company size and Location. You

can also check clicks and conversions through time, ranging from "today"

through “all time” data.

You have to consider that LinkedIn ads reports are in Universal Time, so they will

hardly match the exact hours of your time zone.

Ads performance Reports

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Statistical reporting on ad performance across various dimensions can be

accessed in the campaign manager. Select an advertising account for which

metrics you want to examine. Scroll down and look for the statistical table at the

side of your campaigns.

As you can see, there are four measurable dimensions that can be examined in

here: conversions, performance, social actions and budget. “Conversion”

metrics will show the statistical results of conversions as defined by you for a

specific campaign, such as click through rates.

“Performance” metrics refer to how your ads are performing in relation to your

budget spent. “Social actions” show you the amount of social interactions

received on your ads. The social interactions are measured across desktop and

mobile devices and include likes, comments and replies.

Finally, “budget” metrics will show you plain figures related to your budget:

daily budget, maximum bid and campaign duration. Make sure to get

familiarized with these metrics and numbers, because you will need to

understand them along the way!

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Section 4

Additional LinkedIn Tips

to consider

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Chapter 11: 10 do's to apply

Use dynamic ads as often as possible

50% of current LinkedIn users access LinkedIn from a mobile

device, which means that simple text and displays will not make

their way into these users’ eyeballs. What you will need to do in order to make

your content and promotions to reach those users is to create dynamic ads and

serve those.

Dynamic ads will work better for you as long as your aim remains reaching the

most people in your targeted audience as possible.

Know who you are targeting and why

Unlike other display networks such as Google, LinkedIn does not

target people based on data such as searches and browsing

history. Instead what it does is target people based on personal and career

related data entered by users in the platform, including Job titles, Seniority or

position of authority within their company, skills, industry and name of the

company where they work.

This targeting method gives you a greater control over who you market to

because it narrows your audience to a very specific crowd of professionals, so

plan carefully when assessing who will end up being a potential customer.

Keep your content fresh and up to date

A display ad campaign can easily erode and annoy an audience no

matter how cool the product or service and no matter how great

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it did at the beginning. Haven’t you gotten tired of seeing an ad piece over and

over? This can happen to your audience if you don’t change your ad copy from

time to time.

What you have to do is to change the format, the message and some of the

visual aspects of your ads right when you perceive that they have lost their

appeal. This will also help you to avoid “banner blindness” as people start

ignoring ads when they perceive them as utterly repetitive.

Familiarize with LinkedIn ads units

Familiarize with how ads units are positioned in LinkedIn to have a

better grasp of what types of ads you want to show to a given

kind of LinkedIn user. Ads units, for those that are not familiar with the term, is

the name given to the position in which ads are placed in the advertising space.

LinkedIn ads units, much like any other display network, are commonly shown

on the right, on the top left and on the bottom. They can also be placed on the

top right and be marked as sponsored content. Pay special attention to this as

you will want to position your ads where they’re more likely to sell.

Do only business and work related advertising

Business to business advertising looks natural and feels right at

home in LinkedIn because its members are there in pursuit of very

specific and business oriented goals: Workers advancing in their careers,

companies looking for staff, recruiters looking for workers and people looking

after strengthening their professional network.

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So if you come to LinkedIn to advertise something not work related or

something that will not help anybody to advance in a profession, you will be out

of luck and better off trying somewhere else.

Know what and when to market

Every type of material that you sell or promote on LinkedIn will

have differing rates of outreach. Products more likely to sell on

LinkedIn are those that are heavy on valuable content and include stuff such as

eBooks and webinars. Those that are more likely to become popular and get

shared include articles and infographics.

Some tactics that you can use to get leads through product promotion include

using whitepaper pages to capture prospects and getting someone to put a

higher up in contact with you so you can conduct a hard sell.

Do Smart economics

Success with LinkedIn ads is proportional to how much does your

product or service cost, as cost per click for Dynamic and display

ads gravitate between $5 and $8, which is quite high when compared to CPC on

other platforms.

But bear in mind that if you are selling a business or career related product you

are more likely to close a sale on LinkedIn than anywhere else, but the catch is

that your product has to cost well over $1,000 to see adequate return on

investment. If your product costs under $800 your budget might suffer, and you

might end up not seeing the results that you wanted to see.

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Do the tracking yourself

As great as LinkedIn is as an advertising platform, it doesn’t

include a way to track your advertising campaigns. Such a feature

is simply not built in on the platform. But you can nonetheless track your

campaigns yourself by collecting the data that LinkedIn does give you, such as

CPC and linking a Google analytics account to your LinkedIn ads campaigns.

Optimize your profile for search engines

Optimizing your LinkedIn profile is a great way to boost your

marketing campaigns by adding an organic component such as

trying to include your profile in search engines. To do this, you have to include

your targeted keywords into the most prominent parts of your profile.

Your “about” section needs special attention as this is the section of your profile

that will be indexed by Google to make your profile rank higher in results pages

when someone looks for your targeted keywords.

Also, your message needs to be consistent all across the networks it reaches, so

make sure to include links to your website and to your social media pages in your

profile.

Participate

Do not forget that LinkedIn is a social networking platform with

an added professional edge, after all. You can add another layer

of organic engagement by participating in the community. Keep track of what is

being said about your brand. Keep up with your competition and check what is

trending in your industry.

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Make meaningful contributions to the community by giving away something

from time to time, as LinkedIn members are more likely to start supporting a

business after they start engaging with it!

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Chapter 12: 10 don’ts to avoid

In our previous chapter we gave you a 10 item list where we numbered the best

practical advice available anywhere for LinkedIn marketers, and in this chapter

we will take the time to hand you over another list, and this time we want to

present you with 10 things that you need to avoid doing to have the edge when

you start your LinkedIn advertising venture.

In no particular order, let’s start by telling you that it will be for the best if you…

Don’t forget that LinkedIn ads are part of a large

ecosystem

LinkedIn ads are not only served in LinkedIn’s own platform. They

are also shown on LinkedIn partner sites, which include websites such as “The

New York Times”, “BusinessWeek” and “CNBC”. This group of websites is part

of what is known as the “LinkedIn Audience Network”.

So besides being served to people on your network and people outside it, they

will also be shown on some very high profile media, so plan your ads

accordingly!

Don’t target a wrong demographic

Targeting the wrong demographic, whether on LinkedIn or on

any other advertising network, can have devastating effects on

your campaigns and on your budget. It might seem obvious to you now, but wait

until you are in the heat of the moment and see how easy it is for your judgment

to be overridden by how cool your campaigns and ads will look to you, that you

will probably forget that targeting is an act of careful planning!

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Examine your product, see where your competition is and then go check its

audience. Deciding over targeting an audience on LinkedIn groups or targeting it

by industry, to give you an example, can make a huge difference in the end.

Don’t overlook how clicks and impressions perform

It is of utmost importance to carefully follow the behavior of your

campaign, because one day your clicks can maximize without you

realizing, which can be good if you get results in the form of good Return on

investment, but can be terribly bad if your targets don’t make a purchase and

you are left paying for clicks that did not bring any result.

What you have to do then is to closely watch how your campaigns are running. If

your clicks are growing too rapidly, do not optimize your campaign for cost per

click, because as we said, your budget will drain, your campaign will end before

schedule and you will not see any results.

Don’t underestimate how bids work

Placing a bid is an act of careful consideration, even though you

are not placing it in real time. Why? Because the amount placed

on a bid is not the actual price that you will pay for a given ad placement but the

maximum amount that you are willing to pay to bid your competition out.

In fact, actual bids most often end up being lower than the amount you entered

unless a competitor bids for a greater amount, and depending on the amount

bid by the competitor, your bid can actually end up being higher to give you the

advantage. So take notes on the average amounts bid by your competitors and

then increase your bids accordingly.

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Don’t set too many post variations to run a campaign

Although you will have the option to create up to 15 variations of

the same post to promote with your ads, it is not recommended

that you run through all those numbers in one set, as doing this can only confuse

your audience and fog the message that you are trying to send. What you have

to do instead is to use no more than four posts and track them to see which

ones work best.

Don’t sensationalize your copy

One crucial thing to remember is that by general rule, people on

LinkedIn will not respond the same way to an ad as people on

Google would. LinkedIn members can sniff when people sensationalize the

message on an ad by, say, using buzzwords. Remember that these people are

here for business, not to buy a regular product.

Don’t try to broaden too much

We know that it is important and common sense to try to reach

as large an audience as possible when promoting something on

an audience network, but there is a reason for targeting options to exist,

especially on LinkedIn.

If you try too hard making your message appeal to an audience much larger than

it should reach, you might end up with no reach at all. It is better to tailor your

ads and your copy to reach the appropriate number of people than to only get a

handful of clicks.

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Don’t forget to highlight crucial information

Crucial information does not necessarily translate as the

information in your content per se, but also to what makes it

different to the rest of the information already available everywhere else. Is it

expert advice from an actual expert on the matter? Is it the most accurate, most

up to date information available online about the subject at hand?

And if it is a product that you are promoting, what makes it different? You have

to highlight that on the title of your ads to make a stronger impression on

targets!

Don’t use optimized rotation in the beginning

Automated rotation is the option to make your most clicked

through post to be served more often, up to 75% of the time over

your other posts. This is great when you know which one of your posts is the

most popular and the best performing one, but using optimized rotation when

you first launch your campaign can lead you to get more clicks on the lowest

quality post.

Don’t forget about freebies

Giving away freebies is and will always be the best way to capture

leads with LinkedIn ads and everywhere else. Make sure to create

a compelling freebie that matches your advertised service or product.

Remember that LinkedIn members are very likely to start buying from a brand

after they have engaged with it in the network!

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Chapter 13: Premium tools

and Services

The world of online marketing is a really cool one, ripe with opportunities for

anyone who believes that a business can be grown from scratch when the

message is delivered the right way.

With so much stuff to manage and learn, the world of online marketing is also a

truly complex one that can sometimes easily overwhelm even those that are

really into it.

That is the reason why we have decided to create a nice list of tools and services

that can be used to better leverage your LinkedIn advertising resources.

Using these services alongside LinkedIn’s own advertising platform can teach

you a lot about how much better LinkedIn ads can work when paired with one of

the following premium services:

Adstage

This is a LinkedIn ads management platform that will allow you to easily manage

your campaigns across multiple networks from a single place. It’s a streamlined

and complete campaign management solution for delivering your LinkedIn

sponsored content and text ads.

It will help you to save time by letting you create and manage multiple

campaigns on several ad networks at the same time. It will automate the most

repetitive tasks in your workflow and will create reports for you to access the

right metrics for every channel that you desire to measure.

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With Adstage you will be able to create automated rules and alerts to monitor

and drive the performance of your ad campaigns. You will be able to access and

test all your sponsored content from one app and see which performs best for

driving more qualified traffic, and you will also be able to track every one of your

ads with only one conversion tracking code.

As you can see, Adstage offers you a variety of features not present on the

LinkedIn Advertising platform, and you can start using it with a free trial, which

you can later update to any of the available plans: starter, standard or

professional!

Marketing Mojo

“Marketing Mojo” offers a “LinkedIn Advertising Management Service” as part

of its “social media online advertising services”. It was created because

Marketing Mojo realized that advertising based on search results did not drive

qualified ads to acquire enterprise level products.

The key to how this social media online advertising service works lies in the

extensive knowledge that the social media account management teams at

“marketing mojo” has acquired through the continued use of social media

platforms for driving successful marketing campaigns for many clients.

Marketing Mojo’s linked advertising management service includes:

✓ Strategic alignment and goal development of campaigns

✓ Initial setup

✓ Research and targeting creation

✓ Development of creative copy

✓ Constant optimization and management

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✓ Regular reporting and communication with client

Social media advertising services can be purchased on demand depending on

your needs:

✓ Search engine optimization

✓ Online advertising

✓ Analytics consulting

✓ SEO and PPC audits

Kissmetrics

This is a company that offers behavioral analytics to drive growth. They do it by

tracking and analyzing customer behavior to turn more of your visitors into

customers. They will help you to increase conversions, drive retention and fuel

growth across web and mobile platforms.

Some of the best resources made available to you from the beginning include

“click to track” for setting up analytics without you having to write a single line

of code, “implementation” so you don’t have to do it yourself and easy

“integration” for integrating kissmetrics with all the apps and platforms that

you use.

This service is available through three plans: “self-service”, “growth” and

“power”. You can take a look at their “how to track the ROI of your online

advertising campaigns” guide to better understand what they can do for you!

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Hootsuite Enterprise

Hootsuite is one of the most popular social media management services around,

and they have an enterprising solution that can be used alongside LinkedIn ads

to drive better performance called “hootsuite enterprise”. It’s a great tool that

will help you to better understand your audience by:

✓ Capturing the social analytics that matter most to you

✓ Proving your social ROI

✓ Spotting social engagement opportunities quickly

✓ Gathering crucial data from over 100 million sources and 26 platforms

It will also protect your organization’s reputation with enterprise level security

features and it will enable you to manage teams and tasks even in the most

complex of organizational environments.

LinkedIn Recruiter

“Recruiter” is a LinkedIn product that will grant you unlimited access to the

largest professional network in the world. By using LinkedIn’s recruiter you will

be able to view the full profiles and professional bios in the entire LinkedIn

network, and it is also available on mobile to so on the go.

Right now your question might be “how do I take advantage of it for a

marketing campaign?”, well, you can use it to learn more about the most elusive

but exclusive LinkedIn members and pool their data to create a likewise

exclusive audience!

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HubSpot Ads

“Hubspot ads” is an all in one solution to manage your social media ads and one

that can easily be integrated with LinkedIn to run your LinkedIn ads campaigns.

You can use it to drive both native ads and inbound campaigns, to automatically

calculate conversions and return on investment.

You can create your own ads inside Hubspot. You can track your automatic

conversions and optimize your campaigns with confidence. You can try Hubspot

for 30 days and see how it helps you to get more traffic, get more leads and get

more customers!

Newscred Software

The “newscred software” is a platform created to help you drive content

marketing ventures the right way. It has helped several large brands to manage

content creation, distribution and measurement on a single platform by leading

them through planning, creating, publishing and measurement.

Some of its excellent features include:

✓ Marketing calendar and task management

✓ Long-form content and editing tools

✓ Integrations and data consolidation

✓ Analytics dashboard and process reporting

Newscred is part of LinkedIn’s “custom apps partners” and will easily integrate

with your LinkedIn ads campaigns. You have to contact them in order to get

pricing for any of its platforms.

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Chapter 14: Shocking Case

Studies

DocuSign

DocuSign is a San Francisco based company that specializes in digital transaction

management services for facilitating electronic transactions such as the

exchange of contracts and signed documents.

Objective: The Company’s objective was to generate new leads and build a

pipeline that could be traced up to the final conversion. The aim was to create a

community of people that would turn to the company when in need of content

and information.

Strategy: the company used the InMail platform to deliver their campaign with

the use of sponsored emails sent through LinkedIn’s Platform.

They followed this strategy by targeting LinkedIn members in director of sales

positions working for US companies with more than 500 employees. The emails

were then sent by experts who had previously taken part in the company’s

webinars.

Results: The first and second emails sent had a combined open rate of over

2,800 and a combined click through rate of over 240, and 350 registered sales.

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Axway

Axway is a company that provides industry-leading software and services for the

management of the flow of data and business critical interactions inside

companies.

Objective: Axway wanted to generate qualified yet affordable to reach leads by

targeting people that fit the description of information technology decision

makers that worked in the healthcare industry.

Strategy: The strategy was as simple as it was straightforward: to use LinkedIn

ads to target its intended market directly and save costs. The company tested

over 30 ads and targeted specific job titles and job functions in the healthcare

industry.

Results: LinkedIn advertising campaigns generated 25% conversion rates over

those generated in other advertising platforms while maintaining a lower cost

per conversion, and each lead generated was labeled as a high quality lead by

their sales team.

Voya

Formerly known as ING U.S., VOYA rebranded itself as Voya Financial to make an

emphasis on financial planning for their retirement branch of services.

Objective: Their objective was to raise awareness of their change of name, as

seventy-three legal entities were going to become what is now known as Voya

Financial, and there was inevitably going to be some confusion about that,

which could lead to some loss of business.

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Strategy: Voya’s marketing agency employed sponsored content and display ads

to drive home the message about its change of identity as a brand. The agency

created two separate company pages and used sponsored content ads to tell

the story behind their name change to very specific audiences.

Results: The company saw an increase in both brand consideration and brand

awareness, a click through rate of 1.75% and twice the number of followers for

their company page!

Amex

Amex, or American Express, is a multinational financial corporation that is best

known for its credit card products. It is one of the most important and most

widely recognizable brands in the world.

Objective: The objective of the company was to simply reach more business

class consumers, so they naturally turned to LinkedIn to do so.

Strategy: They developed an app that let employees nominate administrators in

their companies and vote for them, with those with the most votes winning a

$2,500 prize. Then they promoted this app and the contest with banner ads on

the LinkedIn network.

Results: The company positioned itself as one of the first big multinational

corporations to have a successful presence on LinkedIn.

Goshido

Goshido is a company that offers software collaboration tools for organizations

to help them develop and deliver better projects. Their products allow

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employees to work with an empowering set of tech tools and allow

management staff to ensure that everything is on track.

Objective: The objective was to raise €450,000 for funding the next level of their

in-work project.

Strategy: They used InMail promoted content to reach relevant direct and non-

direct connections to ask for funding.

Results: The Company raised over €160,000 during the first 8 days of the

campaign through 70% indirect connections and 30% direct connections, with 114

companies signing up to use their software the first year after the promotion

ran.

HP

HP is the company formerly known as Hewlett-Packard, which specializes in the

development and distribution of hardware equipment, such as all in one

computers and printers.

Objective: HP had been looking to expand their business and engage its

commercial clients through social media when LinkedIn approached and invited

it to create a “company page”. Their main goal was now to reach commercial

clients and to get business professionals to recommend HP products on

LinkedIn.

Strategy: HP used the “recommend” capability, which members use to post and

share recommendations of products and services of a given company. User

posted recommendations are then automatically shared with everybody else in

the user’s network.

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Results: 2,000 individual HP products were recommended. The HP company

page got 20,000 new followers and there were 500,000 viral updates about HP

products in the span of two weeks!

Fruit of the loom

Fruit of the loom is an American clothes manufacturing company, and it is in fact

one of the largest manufacturers of all types of apparel in the planet.

Objective: The objective was to create a fresh campaign and target a specific

audience within LinkedIn’s network.

Strategy: They used Sponsored content to run a promotion and deliver it directly

to LinkedIn member’s inboxes using the InMail functionality. They targeted

users who had changed jobs or gained a new employment status in the previous

30 days before the campaign started.

The promotion was about targeting LinkedIn users that fit that criteria and send

them an email indicating that they have won a new piece of clothing.

Results: Fruit of the loom got close to 25,000 new leads by delivering such a

freebie, which is in itself an example of how a whitepaper ad would work in real

life!

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Conclusion:

We’re thrilled that

you have chosen to

take advantage of our

Training Guide, and

we wish you amazing

success.

Thanks so much for the time you have dedicated to learning how to get the

most advantages from LinkedIn Advertising.

LinkedIn Advertising has come to stay in the market forever.

To Your Success,

JayKay Bak

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Top LinkedIn Advertising Resources Videos

https://www.youtube.com/watch?v=Sq2zQDM7jnA https://www.youtube.com/watch?v=G4R1-Z5zmJk

Tools & Services

https://smallbiztrends.com/2016/01/linkedin-tools-for-business.html https://blog.kissmetrics.com/guide-to-linkedin-ads1/

Training

https://www.linkedin.com/help/lms https://www.lynda.com/LinkedIn-tutorials/LinkedIn-Advertising-Fundamentals/370801-2.html

Blogs

https://blog.linkedin.com/2012/08/28/going-global-with-linkedin-ads http://blog.hubspot.com/customers/linkedin-ads-data

Forums

https://www.linkedin.com/help/linkedin/forum/question/410220/linkedin-ads-data-is-not-showing-?lang=en http://www.warriorforum.com/ad-networks-cpm-cpl-display-sem/961324-linkedin-ads-anybody-had-any-

success.html

Affiliate Programs

https://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Daps&field-keywords=linkedin+ads https://accounts.clickbank.com/mkplSearchResult.htm?dores=true&includeKeywords=linkedin+ads

Webinars

https://www.youtube.com/watch?v=5CB3OjRwPAM https://www.youtube.com/watch?v=X0_ro6P9O1U

Infographics

http://nmpidigital.com/blog/infographic-5-reasons-linkedin-advertising-is-great-for-b2b http://www.smartinsights.com/social-media-marketing/linkedin-marketing/facebook-vs-linkedin-

advertising-b2b-companies-infographic/

Case Studies

http://oursocialtimes.com/4-linkedin-marketing-case-studies-to-emulate/ http://linkedselling.com/blog/linkedin-case-studies/

Facts

http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/

http://www.jeffbullas.com/2014/12/02/25-linkedin-facts-and-statistics-you-need-to-share/

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