How to Create LinkedIn Remarketing Audiences from User Interactions

Posted by in LinkedIn, Social
How to Create LinkedIn Remarketing Audiences from User Interactions

We love LinkedIn ads for B2B marketing. It may be the only social media platform where you can always be sure to find highly-engaged professionals who are actually actively thinking about work.

Let’s be honest – on other social media platforms, they’re likely not thinking about work-related software in between liking photos of their friends’ dogs’ birthday parties. So even if your targeting is great, your performance may be mediocre. Context is a huge part of conversion.

The classic B2B funnel requires putting the right content in front of the right audience, at the right time. If your audience is not currently consuming work-related content, your ads’ performance may suffer, regardless of how awesome your targeting is.

This is why LinkedIn ads are perfect for sophisticated B2B remarketing. It allows us to combine the high-value context with super-relevant targeting to create what some might call magic.

An example of this would be promoting a case study in the banking industry to someone who visited the “Industries > Banking” section of your site.

As a co-founder of Fixel, an AI-based audience segmentation tool, I wanted to make this “magic” possible for all LinkedIn advertisers. We already had our tool integrated with  Facebook, AdWords, and Twitter, so LinkedIn was a logical next step. Fixel’s sophisticated AI model analyzes over 60 parameters of user characteristics (such traffic source or device type) and site engagement (such as videos views and button clicks), through which it can narrow down on your top performing visitors.

But when we started integrating Fixel into LinkedIn Ads, we hit a snag – LinkedIn only allows for URL-based Matched Audience creation, and nearly all sophisticated remarketing relies on events rather than pageviews (we’ll go into this in a moment – see below).

linkedin audiences

LinkedIn Events vs. Pageviews

To understand LinkedIn remarketing, let’s take a step back for a minute and describe the difference between pageviews and events.

Pageviews are easy – say you want to target all users that visited your pricing page? Boom, set up an audience for You want to target all users that visited your blog? Kablammo, set up an audience for

This is a simple way to tell your users apart. In this example, we know that users that have only visited your blog are usually at an earlier buying stage than users visiting your pricing page.

But pageviews only tell a small part of the story. User engagement spans interactions that are far more significant than simple pageviews.

For example, what if you want to set up an audience based on users that spent more than 30 seconds on a given page, and also partially filled out a form (but didn’t complete it), and also visited more than 3 pages, etc.?

That’s where you use Events. Anything your diabolical marketing brain can think of, you can create a sophisticated audience for.


Too bad, LinkedIn doesn’t have this functionality built into its remarketing setup.

But wait, LinkedIn does have conversion events!

LinkedIn indeed supports event-based tracking for conversion purposes – for example, if someone fills out a form that doesn’t point to a “thank-you” page. But these can only be used for conversion tracking.

So, back to the matter at hand. No events in LinkedIn Matched Audiences makes Jack a dull boy, and makes your remarketing flexibility pretty limited. It also meant that our solution, Fixel, wouldn’t work in LinkedIn, which is completely unacceptable.

Well, if LinkedIn needed pageviews, then we’ll give them pageviews!

Hacking the stack

It took a few tries, but we’ve succeeded in hacking the pageview recording for the LinkedIn pixel. Now, you can fire scripts in the Google Tag Manager that emulate pageviews to the LinkedIn tag. Booya!

We decided that this solution is too awesome to keep to ourselves, so we’re making it available to the public at large.

We’ve created an event javascript generator that enables advertisers to capture custom events as a seed for their remarketing audiences in LinkedIn.

What does that mean for you? Well in just two simple steps you can create LinkedIn Matched Audiences based on users that watched the explainer video on your website and then searched for “llama farms” in your search bar.

fixel remarketing audiences

Setting up the LinkedIn events

Creating these audiences in LinkedIn is a breeze. Create a free account at and grab the code snippet from the Free Tools section. Then use Google Tag Manager (or ask your developers) to trigger this script on the user engagement you want to track.


Make sure that you create a corresponding Matched Audience in your LinkedIn Ads account (learn how here) so that these interactions will populate your remarketing audiences.

So where should I start?

Glad you asked. A first step would be understanding which behaviors on your site you would like to capture.

In the classic B2B scenario, in which most LinkedIn marketers operate, we’d suggest looking at interactions with ungated content you have on your site.

For example, take users who viewed over 50% of your testimonial video for the telecommunications industry. Creating a targeted audience of these users will allow you to serve them a targeted follow-up ad with the right messaging.

Another example would be targeting users who read a top-of-funnel ungated PDF, such as  a how-to (even something like this article, for example). These can now be served with mid-funnel content to push them to conversion.

Of course, you can also create more complex rules that combine multiple behaviors or data points, such as a user coming from organic search that scrolled to 90% on an industry-specific blog post. These can then be served with a follow-up message tailored to their industry.

Applying the tag to these users will allow you to add them to a Matched Audience in LinkedIn. They can then be used as a pinpoint target for your remarketing efforts.

Got a suggestion for additional ways to use the tag? Post it in the comments.

Important note:

This is a free standalone tool that isn’t part of the core Fixel solution and will not collect any information from your site.

LinkedIn Advertising Costs for 2017 [Benchmark Report]

LinkedIn Advertising Costs for 2017 [Benchmark Report]

We analyzed over 4.3 billion LinkedIn ad impressions from January to June 2017 from AdStage customers. Based on our data, we saw CPMs increase from $7.29 to $8.39 during the first six months of 2017, while the average CPC increased from $6.03 to $6.50.

LinkedIn Advertising Costs

  • The average LinkedIn Ads CPM is $8.39
  • The average CPC on LinkedIn is $6.50
  • The average CTR on LinkedIn is 0.13%

Be sure to view the Q4 Paid Search and Paid Social ads Benchmark Report for the latest trends.

LinkedIn’s Supply and Demand

According to AdStage data, LinkedIn ad impressions dropped by 5%, while ad spend increased by 10% in Q2’17. This is causing advertisers to pay more to enter the auction at a decreased number of impressions.

AdStage - LinkedIn Spend vs Impressions

LinkedIn’s CPM Increase By 15%

From our AdStage data, we saw CPMs decrease by 20% in Q1’17, and then dramatically increase by 44% in Q2’17. The overall CPM increased 15% since January 2017. This shows the competitive nature of the LinkedIn auction and may indicate that LinkedIn is reaching max ad load.

LinkedIn Ads Cost CPMs

LinkedIn’s CPC Increase 8%

Our internal findings also showed that LinkedIn CPCs went from $6.03 to $6.50 in the first six months. Q1’17 actually saw a 4% CPC decline while Q2’17 increased by 15%. While it’s a small increase, it may be enough to scare away smaller advertisers when thinking about the type of companies finding success on the network.

Average LinkedIn Ads Cost CPCs

LinkedIn’s CTR Remain Flat

LinkedIn advertisers are getting very consistent CTRs month-over-month. However, it’s costing more to get the same result due to higher CPMs and CPCs.

Average LinkedIn Ads Cost CTR

Why Are LinkedIn’s CPMs & CPCs Increasing

Our AdStage ad spend data includes all Sponsored Content and text ads ran across LinkedIn’s network. Below are a couple of possible explanations for the increase in CPMs and CPCs in 2017.

We asked AJ Wilcox, CEO of B2Linked, to share his opinion on the data. “It’s natural for LinkedIn’s auction to become more competitive over time, as with any other successful biddable media platform,” says AJ. “We especially see CPCs in Q1 each year as being quite low, so the 15% rise from Q1 to Q2 isn’t surprising.”

1) Is LinkedIn’s Inventory Maxed Out

LinkedIn boasts more than 500 million users, which is impressive but still limited compared to Facebook. With a limited supply of ads coupled with growing demand, the auction is getting more competitive, which means advertisers will pay more to enter.

The following three issues are impacting LinkedIn’s ad inventory:

  • LinkedIn’s user growth remains steady, but only 23% of members use the platform on a monthly basis.
  • Ad placements cater to desktop users. Linkedin will need to find new ways to place more ads on their mobile app.
  • More advertisers are using the ad platform.

AJ says that engaging ad creative and offers are key to winning the auction.

As more and more advertisers enter the competitive auction, the onus moves to advertisers to create ads that generate higher engagement rates. Advertisers who insist on pushing friction-prone offers like demos, trials, and sales conversations will not generate high enough Relevancy Scores to show, and when they do show, the cost per click will be so astronomical as to price these advertisers out of the auction.

It’s worth noting that LinkedIn recently announced their native Audience Network. This will allow advertisers to reach more people with Sponsored Content through third-party publishers placements. However, don’t expect a huge lift as beta advertisers only saw a 3-13% increase in unique impressions.

2) LinkedIn Budgets Are Increasing

Hanapin Marketing conducted a paid social survey asking marketers where they plan to increase and decrease budgets in 2017. They found that 43% of marketers were NOT investing in LinkedIn Ads. However, 39% advertisers planned on increasing their ad spend within the following year. It looks like LinkedIn Ads are delivering results for certain companies, which is leading to budget increases.

Hanapin Paid Social Survey - LinkedIn

Our AdStage data confirms that LinkedIn advertisers are indeed increasing their budgets, as overall spend increased 23% since January 2017.

AdStage - LinkedIn Spend 2017

3) New LinkedIn Ad Types and Features

LinkedIn released two big features that definitely got advertisers excited. It’s possible that advertisers increased their test budgets, leading to more competition in the auction.

Here’s what AJ Wilcox thinks:

“We’re currently also seeing much more interest building over time of new advertisers flocking to test out the platform, due to the continued addition of features as LinkedIn is quickly catching up to the pack.”

Two new features LinkedIn announced in Q2:

  • Lead Gen Forms — This ad format helps marketers drive leads from Sponsored Content campaigns, particularly on mobile devices where conversion rates tend to be lower, as users don’t want to fill out a long form on-the-go. For B2B advertisers, the quality of the leads on LinkedIn is already far superior to other ad networks that offer lead gen ads. And, just like any other LinkedIn campaign, these campaigns come with the same reporting capabilities that LinkedIn already offers, so you can easily measure return on ad spend, cost per lead, and conversion rate.
  • Matched Audiences — LinkedIn announced a powerful new feature called Matched Audiences, which includes three new targeting tools that let you combine LinkedIn’s professional data with your own first-party data. Now you can target website visitors, contacts, and specific accounts on LinkedIn.

Takeaways and Insights

Based on the data, here are our main LinkedIn insights and questions:

  • Advertisers are putting more budget into LinkedIn Ads
  • Yet, CPMs & CPCs are rising as inventory remains flat
  • By using natively uploaded videos as new ad inventory, LinkedIn could increase its overall ad load without cluttering user feeds or profile pages.

AJ offers advise to advertisers looking to win future auctions:

Advertisers who win in the future with low costs per lead will do so by exercising a keen understanding of their customers’ pains and needs, and providing useful content that solves them, without being overly salesy or pushy.

Further Ad Networks

Our mission at AdStage is to connect paid marketers quickly and easily to the data they need to understand holistic campaign performance and take action at scale. If you want to learn more about our LinkedIn Ads management solution, and click the banner below to download the latest Q4 paid marketing benchmark report.



The Complete Beginner’s Guide to LinkedIn Advertising

Posted by in LinkedIn, Social
The Complete Beginner’s Guide to LinkedIn Advertising

This guide is Part 1 of a 3-part series on how to be successful on LinkedIn Advertising. My intention is for you to be able to follow this guide, and then subsequently Part 2 and Part 3 in order to fully master the platform.

First Things First

LinkedIn advertising is a very different beast within the ad campaign jungle. If you’re reading this, there’s a good chance you’ve already figured this out. As the Pay-Per-Click (PPC) advertising  industry goes, LinkedIn Ads is the angsty teenager – it’s immature and difficult to work with at times, but the targeting is hands-down the best for reaching business-facing customers, and it exposes your ads to the most qualified traffic from any source. In short, it’s a gold mine if you can figure it out.

Play the game right; find the gold mine. I’m here to teach you that game.

1. Targeting Your Audience

There are many blog posts out there on the fundamentals of creating a campaign. I’m not going to bore you with this basic information, because it’s not going to show you how to win this game. Instead, let’s start by identifying your audience.

Once you know who you’re trying to target, the rest falls into place quite nicely. For instance, if you’re looking to target sales managers, there are 4 or more ways to go after this audience, and that dictates the structure of your campaigns.

There are 4 ways traditionally to target any given role:

1. Job Title Targeting (i.e. ‘Sales Manager’ title)

Linkedin Ads Targeting Job Title

2. Job Function + Seniority (i.e. ‘Sales’ Job Function plus ‘Manager’ seniority)

Linkedin Ads Targeting Job Function

3. Skills + Seniority (i.e. ‘cold calling’ skill plus ‘Manager’ seniority)

Linkedin Ads Targeting

4. Groups + Seniority (i.e. ‘Sales Management Executives’ group plus ‘Manager’ seniority)

Linkedin Ads Targeting Sales Manager

Ideally, if you create a campaign targeting with any of these types, you’d be hitting the same group; but largely due to the infinite ways in which professionals complete their profile, incorporating 2 or more of the above does much to expand your reach.

See this Venn diagram to better understand:

linkedin ads targeting venn diagram

While the larger circle represents all possible sales managers on LinkedIn, the smaller circles show how much of the audience a certain type of targeting will hit. Layering targeting allows you to capture more audience.

You’ll also notice that some of each targeting method bleeds a little outside of the audience. Those areas represent outdated profiles, broad targeting elements or other such events.

I recommend starting a test with one targeting method. Then, as you are seeing success, continue layering the additional methods on top until you’re meeting your budget or traffic goals.

2. Choosing Your Ad Type

LinkedIn offers 2 main ad types:

1. Text Ads

Linkedin Ads Targeting Text Ads

2. Sponsored Updates

Linkedin Ads Sponsored Updates

They both have very different personalities, so here is a bit of insight into their differences and similarities:

LinkedIn Text Ads

  • 50×50 image
  • Shown in the right rail of internal pages
  • CTRs in the range of .03% (from my experience)
  • 25 character headline
  • 75 character description
  • Shown only to desktop users

LinkedIn Sponsored Updates

  • Large landscape image (downscales gracefully, depending on device)
  • Shown in the news feed for LinkedIn members
  • CTRs in the range of .3% (from my experience)
  • ~160 character intro
  • ~230 character title
  • ~160 character description
  • Shown to both desktop & mobile users

I recommend starting with Sponsored Updates for the simple reason that the price per click is similar, but you get more real estate, and the response rate is higher. Targeting is identical between them, so feel free to test one or the other, or try both concurrently.

3. Campaign Structure

If you’re like me and come from an AdWords background, you’re probably comfortable with a campaign naming structure built around keyword themes. With LinkedIn Ads, you are targeting business characteristics rather than keywords, so best practice dictates that you name your campaigns after your audience.

Say, for instance, that you had two campaigns targeting sales managers for different sizes of companies. In this situation, it would make sense to name those two campaigns as follows:

  • Sales Manager Titles – Size 1-500
  • Sales Manager Titles – Size 501+

Also, unlike other PPC platforms, LinkedIn doesn’t have an ‘Ad group’ equivalent, so your ads sit directly inside of campaigns.

4. Evaluation & Reporting

As of right now, LinkedIn does not have native conversion tracking, which is unfortunate. That means you’ll need to get scrappy when it comes to evaluating your performance. The measure that is furthest down the funnel that you can see from your dashboard is CTR, which LinkedIn gives a lot of weight to (more on that later), but just because an ad gets clicked more often does not mean that it’s better at generating revenue and leads.

You’ll want to implement conversion tracking (unless you’re using AdStage, in which case conversion tracking can be automatically implemented). I’m guessing the vast majority of you are using Google Analytics; here is the best guide I’ve found for setting up conversion tracking in Google Analytics. The gist is that you’ll be inserting parameters into each of your ad’s destination URLs, which tell your analytics package from where the traffic came.

Now you’ll have performance data on each of your ads within LinkedIn’s ads dashboard, as well as conversion and traffic data in Google Analytics. Combine them for direction on which ad copy and image combinations produce the lowest cost per lead.

5. Common Issues

– Relevancy Score

The most common issue I hear from new advertisers is that their ads have a hard time getting traction. All of the auction-based advertising platforms that I know have an algorithm that rewards strong performance with cheaper clicks. AdWords has Quality Score, Facebook has EdgeRank, and LinkedIn has Relevancy Score.

The idea behind its algorithm is this– LinkedIn has a choice; it has a single ad slot, but 2 advertisers who are willing to fill it. LinkedIn knows that Advertiser A is willing to pay $3 per click, and averages a .6% CTR. It knows that Advertiser B is willing to pay $4 per click and averages a .3% CTR. Although advertiser B is willing to pay $1 more per click, that inventory is better utilized to maximize LinkedIn’s revenue by showing Advertiser A’s ads. Here’s that math:

linkedin ads performance data table

So from the table above, you can see that given 1000 impressions for that same ad slot, LinkedIn makes $18 from advertiser A; while it would only make $16 from Advertiser B, despite B being willing to pay more per click.

From my experience, LinkedIn’s Relevancy Score (RS) has an effect that is much more noticeable than in other platforms. While with other algorithms, a poor score may increase the amount you need to pay for clicks, on LinkedIn, it’s not uncommon to see whole campaigns just stop receiving impressions.

The best guide for overcoming this issue that I’ve read is over at about why an ad would stop showing impressions.

– Pricing & Bidding

One of the largest issues I hear from new advertisers is that LinkedIn ads are pricey. Minimum bids are set at $2, but competition has most advertisers paying between $4-$6 per click.

While in some industries, those may be high CPCs, remember that the platform was specifically created for B2B targeting, where deal sizes and contracts are larger in size. There are also plenty of industries on AdWords where clicks are going for $50-$90, so $4-$6 to reach a business’s decision maker doesn’t sound so bad.

Also, as Robert Brady put it:

“They’re in a business mindset. They don’t dawdle around LinkedIn watching Ice Bucket Challenge videos or looking at cat pictures. They’re there to make connections, research a company… they’re focused.”

6. You Deserve a Raise

You began reading as a beginner, and now you’re all ready for the big leagues. You have all the knowledge necessary to reach business professionals and decision makers in a very targeted, very powerful way with LinkedIn Ads.

Don’t forget to inform your boss of this fact and come back for Part 2: Experienced Guide to LinkedIn Advertising and Part 3: Advanced Guide to LinkedIn Advertising in the series that will take you from dabbler, to heavy user in the time it takes you to finish your morning joe.


Quick Guide to LinkedIn Ads for Beginners

Quick Guide to LinkedIn Ads for Beginners

This post was updated on August 14, 2015

With LinkedIn Ads, advertisers can finally promote their business to a targeted professional audience. Ads on LinkedIn can target the information entered by members on their resume-like profiles or from information entered by other members, such as skills they’ve endorsed.

An example of the powerful targeting available in LinkedIn is targeting ads to director-level IT professionals only. In this guide, we’ll walk through the different pieces of LinkedIn Ads to help you get started.

Where Ads Display

(This feature has since been deprecated, updated 8/14/2015)
Ads appear to your target audience when they visit various pages on They can also be set to show across other website that are part of the LinkedIn Audience Network (details below).

where linkedin ads display

Ads on LinkedIn

Up to 3 LinkedIn Ads are shown in each ad placement on the website. Ads are placed on:

  • Profile Page – when members view the profile of other LinkedIn members.
  • Home Page – the page members see when they sign in to LinkedIn.
  • Inbox – the page where members see messages and invitations to connect.
  • Search Results Page – the page that results when you search for a member by name.
  • Groups – when members view pages in their group.

Ads could also be shown in a text link advertisement at the top of the home page. Images and logos in the ad may be omitted in this situation.

LinkedIn also recently added the ability to sponsor company updates. These promoted posts will display in the content feed.

Sponsored Updates on LinkedIn

Businesses with LinkedIn company pages can also promote their posts with “Sponsored Updates.” Sponsored Updates are LinkedIn’s native ad type and display directly within the LinkedIn feed, even across devices on both mobile and tablets. Learn more about creating Sponsored Updates.

linkedin sponsored update with content

Ads on the LinkedIn Audience Network

The LinkedIn Audience Network is a collection of websites that partner with LinkedIn to display ads on their pages. This allows you to use the same LinkedIn-specific targeting to reach professionals when they are visiting other websites. Note that partner websites may also be part of the Google Display Network so it’s possible to have overlap.

Suppose you’re targeting LinkedIn members who are IT directors. If you run your ads on the LinkedIn Audience Network, your ads could display to IT directors when they visit LinkedIn and when they visit other websites in the LinkedIn Audience Network.

More about the LinkedIn Audience Network:

  • The LinkedIn Audience Network is available at no extra cost.
  • Excluding the network could limit how much your ad is shown.
  • You can add or remove the LinkedIn Audience Network at any time, even after you’ve launched your campaign.

Targeting Options

When creating an ad, you can choose to display it to specific viewers based on their industry, job function, seniority, geography, and more. LinkedIn won’t show your ad to members who don’t meet the targeting criteria you specified. As you select your targeting options, you’ll see an estimate of the audience size you’re able to reach.

Learn how to target LinkedIn ads to your perfect audience.

LinkedIn Ads Creation


LinkedIn ads are made up of a headline, a description, a URL and an image. The ads that perform best will be relevant to the target audience and have a clear and compelling message:

  • Headline – Choose a headline that really grabs the attention of your target audience. Keep in mind that people on LinkedIn are in a different frame of mind than when they’re browsing other websites. Take advantage of that.
  • Description – Give people a reason to take notice and click to learn more. You can do this by highlighting your special offers, unique benefits, whitepapers & content, free trials or demos. Also include strong call-to-action phrases like Try, Download, Sign up or Get a Quote.
  • Image – Include an image with your ad that’s relevant to what you offer. Bright colors are more likely to capture the attention of your audience. The maximum size of the image is 50 pixels wide by 50 pixels high, so be sure that the contents of your image are still readable when they’re that small.

LinkedIn Ad Anatomy

Here are some tips to create strong and relevant ads:

  • Try calling out the group you’re targeting; it improves click throughs.
  • Make the ad relevant to your target audience.
  • Images of professionals tend to work best, but always be testing.
  • Stick to only 3-4 ads per campaign.

LinkedIn Ad Tips


LinkedIn uses the information provided by members to target their professional identity. Here’s an example of the some of the information found in LinkedIn CEO Jeff Weiner’s profile.

LinkedIn Ads Member Profiles

When creating your campaign, there are a number of ways to target your ads in order to reach the most relevant audience. You can use any combination of these targeting options:

  • Location
  • Company
    • Company Name
    • Industry
    • Company Size
  • Job Title
    • Specific Job Title
    • Job Function
    • Seniority
  • Schools
  • Skills (Example: HTML or Project Management)
  • LinkedIn Groups
  • Gender
  • Age

Narrow your target audience to focus on the people who are most likely to be interested in what you offer. Make sure to create ads that resonate with that particular audience.

Learn how to target LinkedIn ads to your perfect audience.


Geographic targeting helps you focus your advertising on the areas where your customers are. Choose one or more locations for your campaign. Avoid narrowing your audience to the city level as it will decrease your target audience dramatically.


LinkedIn Ads Industries

Top LinkedIn Industries

You can also target by categories of companies (known in LinkedIn as Industry) if you’re trying to reach people of various job functions within an industry. Examples of industries include: Real Estate, Banking, and Automotive.

Job Function

Targeting by job function will allow you limit your ads to people who are in one of 20 broad job functions. If your offer appeals to multiple job functions, you could create a campaign for each function. This will let you tailor your ads to each function.

Here are some example job functions:

  • Academics: Includes teachers, professors, and science researchers
  • Administrative: Includes admin. assistants and program/project management
  • Creative: Includes artists, designers, musicians, writers, and journalists
  • Engineering: Includes engineers, developers, architects, and quality assurance
  • Finance: Includes bankers, investment managers, financial advisors, and insurance agents
  • Information Technology: Includes IT workers, system and database administrators
  • Marketing: Includes advertising and marketing professionals, market researchers
  • Operations: Includes operations roles, logistics professionals, facility managers, and manufacturing roles

Job Title

If job function isn’t specific enough, target by exact job titles and customize your ad text for those people. When you enter a job title, LinkedIn Ads will suggest similar titles. However, your audience will consist of people whose current job title matches the titles you select.

LinkedIn Groups

People express their interests, skills, and expertise by joining LinkedIn Groups. You can also target by adding members of groups to your target audience. When those people visit various pages on  Linkedin (not just in LinkedIn Groups), they can see and click on your ads.

You can search for groups using the LinkedIn Groups Directory.


You can also specify exclusions for each of these targeting options in order to prevent subsets of your audience from seeing your ads. This is a great for when there are segments of your target audience that have a lower value to you.

For example, if leads from the hometown of your biggest competitor never seem to work out, you can add that metro as an excluded location. This way, they won’t see your ads and you can focus your budget on a more profitable audience.

Just think through what qualifies your leads and apply exclusions where relevant. This strategy helps you keep your target audience large without wasting your budget on lower quality leads.


You can choose between two different bidding options for your ads: Cost-per-click (CPC) and Cost-per-thousand-impressions (CPM).

With CPC, you will pay each time someone clicks on your ad. Your bid is the maximum amount you’re willing to pay for each click by a member of your target audience. This is the recommended bidding option for most advertisers.

With CPM, you will pay each time your ad is shown 1,000 times on LinkedIn, no matter how many clicks you receive. Your bid is the maximum amount you’re willing to pay for each thousand impressions of your ad.

LinkedIn provides a Suggested Bid Range field to help you select a bid by estimating the competing bids from other advertisers. Keep in mind your bid will compete with other advertisers for impressions and clicks. So the higher you bid, the more likely you are to receive impressions and clicks. While there is no set cost for ads, there is a $2.00 minimum bid for advertising on LinkedIn.


Your Daily Budget is the maximum amount that you’re willing to spend each day. Once your budget is depleted, your ads will stop showing that day. Your spend may be lower on weekends than weekdays since most people visit LinkedIn during the workweek.

LinkedIn Ads Optimization

Evaluating Performance

If your goal is to generate leads, inquiries, or sales that result from the clicks that you receive, you need to configure conversion tracking on your website in order to attribute those actions to your ads on LinkedIn and evaluate performance. Keep your goal in mind as you create your ads, target the right audience, and choose the best landing page on your site.

Improving Performance

To get more clicks at a lower cost per click (CPC)

  • Test new ads. One of the easiest ways to get more clicks and reduce your average CPC is to improve the click-through rate (CTR) of your ad. In general, the higher the CTR, the lower the CPC you’ll need to bid to receive impressions and clicks. The best way to increase the CTR is to test multiple variations of ad text and images.
    Your CTR is a good indicator of how well your ad is performing. According to LinkedIn, good ads generally have a CTR greater than 0.025%.
  • If the CTR of your ad drops, refresh the ads with new images or ad text. A good practice is to refresh your ads at least once per month.
  • If your CTR is lower than 0.025%, create and test new ad variations. Even small changes can improve the CTR significantly. You can also try narrowing your target audience so that your ad becomes more relevant and will receive more clicks.

To generate more leads or sales

  • Review your targeted locations to make sure your ads are shown to people in the places you do business in.
  • Refine your targeting to reach your ideal customers. Are there any job functions or industries you should focus on? Make sure you’ve selected the targeting that fits your prospective customers.
  • Send people to the best landing page. The landing page is the page that people are sent when they click on your ad. The information on that page should be related to the products, services, or events that are mentioned in your ad. If people can’t easily find what they’re looking for, they’ll leave.
  • Improve your landing page. Your quality of your landing page and website can determine how many of your visitors do what. Here are a few tips for creating the best landing page:
    • Keep things simple. Don’t clutter your page with too much text, images, or competing messages.
    • Make sure the messaging of your page matches your ad.
    • Offer relevant and useful information that you’ve mentioned in your ad to give users a reason to stay and take action.

To generate more awareness about your business

  • Test more images. Your ads should include images that portray your products or services well. Take advantage of the full 50×50 pixel space. Read more about creating effective ads.
  • Test paying by CPM. With a CPM bid, you’ll be paying each time your ad is shown 1,000 times.

To increase the number of times your ad is shown or clicked

There are a number of factors that affect how many impressions and clicks your ad receives. This includes how competitive LinkedIn ads are and how big your target audience is.

  • When selecting which ads to show, LinkedIn factors in the performance of each ad and its bid. If your ad isn’t receiving enough impressions or clicks, you can either increasing your maximum bid or improve the ad text and image.
  • You can also edit the audience targeting to make it more broad or narrow. It also helps to include information that is specific to your target audience in ad text.

Lead Collection

(This feature has since been deprecated, updated 8/14/2015)

LinkedIn Ads offer a Lead Collection feature that lets advertisers collect leads directly through their LinkedIn ad campaigns. WIth this feature enabled, members who click on your ad can easily request that you contact them. For each lead, you’ll see the member’s name, headline, a link to their LinkedIn profile, and an optional email address. You’ll be able to send a free follow-up message to them on LinkedIn.LinkedIn Ads Lead Collection


If you’re not receiving as many impressions and clicks as you’d like, this could be because your Daily Budget is too low. If your total spend per day is close to your Daily Budget and you’d like to receive more impressions and clicks, increase your Daily Budget.

Please note that LinkedIn is unique in that their advertising “day” is based on Greenwich Mean Time (GMT), which starts at 4 PM Pacific (7 PM Eastern) in the U.S.

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The Secret to LinkedIn Ads: 10 Questions Finally Answered

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How To Create LinkedIn Sponsored Updates

Posted by in LinkedIn, Social
How To Create LinkedIn Sponsored Updates

LinkedIn recently opened up it’s sponsored updates feature to all advertisers via its self serve ads interface. Sponsored updates are how companies can promote posts on their LinkedIn company page to a wider audience. If you have an active LinkedIn company page and are looking for ways to expand the reach of your updates, sponsored updates are a great way to do it.

In this post we’ll walk through exactly how it’s done. Sponsored updates are a great way to expand the reach of your company’s LinkedIn posts.

How to Create LinkedIn Sponsored Updates

There are two ways to sponsor an update: you can either do it from within the LinkedIn Ads interface, or by clicking the “Sponsor Update” button next to your existing update.


Here’s a walkthrough of how to sponsor an update from within the LinkedIn Ads interface:

1. Create a new campaign and select “Sponsor an update.”

sponsor an update2. Name your campaign and select the language.

name and language3. Select your company and the updates you want to sponsor.

Company and updatesThis will show you a preview of your sponsored update on different devices.

preview of sponsored update4. Next set your targeting as you would with traditional LinkedIn ads.

targeting settingsLocation is required but the rest of the targeting options are optional. Mix and match your targeting until you’re satisfied with the size and relevance. Targeting by company and job title categories are common, but you can also target by schools, groups, skills, and more.

2. Now that your targeting is set, you will need to set your bids.

set bidsThe minimum bids vary based on your targeted audience: in this example, CPC has a minimum bid of $2.50 and CPM has a minimum bid of $12.50. LinkedIn will also provide a recommended bid based on the audience you have targeted.

3. You must also set a daily budget for this campaign.

budgetThe minimum daily budget is $10.00.

4. The last step is to set a duration for the campaign.

You can either set a date in the future, or set it to run indefinitely.

5. Simply save changes your changes to launch the campaign.

That’s all it takes! Your update will now be presented to a much larger audience. You can follow the performance of your campaign in the LinkedIn Ads Campaign Manager.

To supercharge your LinkedIn Sponsored Updates campaigns and make management even easier, download our complete guide to LinkedIn Ads.

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