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Table of Contents
Introduction 04
Section 1: LinkedIn Ads Basics
Chapter 1: What is LinkedIn Advertising All About? 09
Chapter 2: Whyyou should use LinkedIn Ads for your
Business
14
Section 2: Setting up a LinkedIn Company Page
Chapter 3: What’s a LinkedIn Company Page? 20
Chapter 4: What are the Requirements for Adding a LinkedIn
Company Page?
23
Chapter 5: How do you add a LinkedIn Company Page? 25
Section 3: Setting up your LinkedIn Ad Campaigns
Chapter 6: LinkedIn’s Ad Specs & Advertising Guidelines 28
Chapter 7: Creating a LinkedIn Text Ad - Step by Step 31
Chapter 8: Creating Direct Sponsored Content - Step by Step 33
Chapter 9: Managing your Campaigns 35
Chapter 10: Performance & Reporting 37
Section 4: Additional LinkedIn Tips to consider
Chapter 11: 10 do's to apply 40
Chapter 12: 10 don’ts to avoid 42
Chapter 13: Premium tools and Services 44
Chapter 14: Shocking Case Studies 46
Conclusion 48
Top LinkedIn AdsResources 49
SpecialOffer 50

Introduction:
Welcome to the latest and very easy to apply LinkedIn Ads Trainingguide,
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?

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 Chapters11 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.
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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.

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

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
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
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!
Access the complete version of the training clicking here

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:
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!
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
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
✓ 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

Section 2
Setting up a LinkedIn
Company Page

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
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
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 Pagescan 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.

✓ 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.

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.
Thankfully these requirements have been set up to protect the quality of
LinkedIn’s company directory, and in this chapterwe 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

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.

Refer to our last chapterto 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.

Section 3
Setting up your LinkedIn
Ad Campaigns

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.
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
✓ 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.

Chapter 7: Creating a
LinkedIn Text Ad - Step by
Step
Congratulations for staying with us this far! In this chapteryou 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”.

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.

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:

✓ 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.

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 chapterto 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.

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.

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 chapteryou 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
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.

Section 4
Additional LinkedIn Tips
to consider

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

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.
Familiarizewith 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.

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!
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.
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. 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.

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.

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: Axwaywanted 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.

Conclusion:
We’re thrilled that
you have chosen to
take advantage of our
Training Guide, and
we wish you amazing
success.
And in order to take
your LinkedIn Advertisingeven farther, we invite you to get the most out of it by
getting access to the Full Training clicking here
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,
Aaron & Andrew

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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