Just when you think you’ve finally nailed absolutely every aspect of advertising on LinkedIn, you come across one more head scratcher. You’re not alone. Even the most seasoned marketers come up against confusion at some time or another. But some questions come up more than others. That’s why we put together this list of the most frequently asked questions about advertising on LinkedIn and helpful, how-to answers.
How much does LinkedIn CPC and LinkedIn CPM cost?
There’s no magic answer to this question since it depends on your targeting criteria and your competition. The best way to find out if you’re paying too much (and therefore need to adjust your strategy) is to find some baseline numbers to compare your own data to. Then, you should actually map your conversions from your LinkedIn Ads back to actual sales closes using a product like AdStage Join. LinkedIn Ads may seem expensive at first, but if you evaluate the quality of leads it brings to your business, you might find that it's hands down the best channel for your business. For years, AdStage has been compiling and calculating millions of data points to bring you our Benchmark Reports. The Benchmark Reports surface median CPC, CPM, and CTR for all major advertising platforms. Because those numbers are always changing, you want to download the most recent report here to make sure you have the most up-to-date information to compare your in-progress campaigns to.
What is a LinkedIn Ad Credit and how do I use it?
LinkedIn realized early on that freebies were a great way to get advertisers excited about using their marketing platform. The company often sends coupon codes, also known as LinkedIn Ad Credit, via emails or other promotions. The coupon codes are good for advertising credits, which you can use to “buy,” or in other words allocate a budget to, advertising products like LinkedIn Sponsored Content and LinkedIn Sponsored InMail. It used to be that the credits were for new advertisers only, but LinkedIn offers them to existing advertisers now as well. If you receive a coupon code from LinkedIn, it will clearly indicate if the LinkedIn Ad Credit is for new or existing advertisers.
If you set up a campaign using a coupon code, fees will first be taken from that amount. Once the coupon is all used up or has expired, any remaining fees will be charged to the credit card on file.
If you have a coupon code and want to add it to your account:
- Click the Settings icon next to the account name in the top navigation of the account page
- Under the Billing activity section click on Coupons/credits
- Enter your coupon code in the Redeem Coupon field and click Apply
If you have never received a coupon code, well, LinkedIn doesn’t have much advice to give you there. The company says, ‘Coupon codes are periodically emailed out to targeted eligible members. If you haven't received a coupon code, then regrettably, you don't meet the marketing requirements for that offer.”
For more coupon code info, check out LinkedIn’s help section.
How to delete a campaign on LinkedIn
The long and short answer is that you can’t ever fully delete a campaign, but there’s a good reason for that. LinkedIn doesn’t want you to lose valuable information, including what you spent on the campaign. That could be a real nightmare for the accounting team later.
Instead of deleting, LinkedIn lets you archive campaigns so they’re not cluttering up your Campaign Manager, but you can access them at any time.
Step-by-step, here’s how to archive a LinkedIn campaign:
- Sign in to Campaign Manager.
- Click the correct account, campaign group, and campaign name.
- Turn the campaign off. Once the campaign is off (paused), you can select the Archive option from the Campaign status dropdown menu.
You’ll still be able to see the campaign, but with an “Archive” tag on it. If you want to clear it from view altogether, filter your view to show “Only Active” campaigns.
If you accidentally archived a campaign, no problem. If you make a mistake like this, you’ll be extra grateful that LinkedIn doesn’t allow anyone to fully delete a campaign. Here’s how to restore an archived campaign:
- Click on the Campaign status dropdown menu
- Click Archived to view archived campaigns
- Click Restore to move this campaign out of the archive group
How to edit Sponsored Content on LinkedIn
Before we dive in, and perhaps to ease some of your frustration off the bat, note that you can edit Direct Sponsored Content ads, but you cannot edit Sponsored Content ads that first appeared as an organic update on your company’s LinkedIn Page.
Now let’s nail down the important distinction between Direct Sponsored Content ads and Sponsored Content.
Sponsored content ads are one of the more popular types of LinkedIn ads. LinkedIn Sponsored Content ads let you promote a piece of content that you already have on your LinkedIn company page to targeted LinkedIn users outside of your visitors and followers. LinkedIn Direct Sponsored Content lets you test content without creating posts on your LinkedIn page. Marketers who have been around for a while might also know this practice as “dark posting.”
To edit Direct Sponsored Content:
- Sign in to Campaign Manager.
- Click the correct account, campaign group, and campaign name where the ad creative is saved.
- Move your cursor over the ad name and click the Manage icon from the pop-up.
- Click the More icon to the right of the ad you want to edit and select Edit from the dropdown.
- You can edit the following fields:
- Ad name
- Introductory text
- Destination URL
- The destination URL will be scraped to generate the Ad image, Headline, and Description text. However, you can edit these fields in the Article share window.
- You can see what your edited ad will look like in the Preview pane on the right side of the page.
- Click Save at the bottom of the page.
If you’re editing an ad that’s paused, it will be resent to LinkedIn for ad review. Once it’s approved the ad status will change from paused to active.
What is a LinkedIn impression?
Impressions on LinkedIn are no different than any other advertising platform. Impressions are the number of times a certain post was shown to LinkedIn members. Note that impressions don’t actually tell you much about how effective your ad was/is. You’ll need to do some calculating (or better yet, run a simple report) to dig deeper. For example, engagement is the number of interactions on your ad divided by impressions.
AdStage Report can help you chop up the data any way you want. It surfaces metrics way beyond impressions to help you connect your advertising efforts to revenue.
Still have a question that wasn’t answered here? Check out all our LinkedIn Advertising guides here. In addition to industry news, you’ll find resources like, LinkedIn Display Advertising Guide, Building Your LinkedIn Marketing Strategy, Complete Guide to LinkedIn Ad Specs & Sizes, and Complete Guide To LinkedIn Ad Types.