How to develop an optimal LinkedIn campaign management?

In other posts, we talked about how to create a qualified LinkedIn Ads campaign, considering the targeting strategy, the ads format, the budget, ads copies and images. However, it’s also essential to know how to develop effective LinkedIn campaign management. That’s why in this post, we’re going to explain tips to manage optimally your campaigns.

  • LinkedIn campaign management

Managing and carrying out follow up plan while the LinkedIn campaign is active, is just as essential as setting it up. If we don’t track the metrics and make the necessary optimisations, it is unlikely to work and get the forecast results. LinkedIn Ads requires daily and constant monitoring in order to get qualified results.

How to analyse the LinkedIn Ads performance

Before mentioning the tips to consider keeping a qualified management, it’s essential to know how to analyse the LinkedIn Ads performance of your campaing. To check the LinkedIn ads metrics, you have to follow these steps:

  1. Go to the campaign manager.
  2. Select the account.
  3. Click the campaign’s checkbox you want to analyse.
  4. Click the “Performance chart” button.
  5. There, you can choose a time range and see the evolution of the following metrics: impressions, clicks, CPC, CTR, CPM, leads, the average cost per lead, total spent, video views, reach, average frequency and job applications.
LinkedIn Performance Chart

In our LinkedIn Ads definitive guide we explain the LinkedIn Ads metrics meaning and also the average to make sure your results are optimal.

LinkedIn Ads management campaing tips

To maintain an effective LinkedIn Ads management, we recommend you considering the following tips:

  • -Metrics’ report: In all campaigns, we create and manage, we always use and update a metrics report. This report consists of an Excel file where we insert all the campaigns with the metrics we are interested in analysing and we introduce the information daily. Every day we duplicate the file and create a new tab corresponding to the day we are updating it. This way, if we want to see the results up to a specific day, we only have to search between the tabs created. It is an effective way for us to determine the campaigns’ gap and determine which optimisations we should implement.
  • -Campaigns’ bid: LinkedIn’s bid is continuously changing. This is because it depends on how many advertisers are bidding for that audience at that moment, or if they have lowered the bid. That’s why we recommend you check it daily to see if it increases or decreases. Consequently, you will avoid missing potential quality opportunities.
  • -LinkedIn Ads creatives: On the other hand, you have to check how your ads are performing individually because maybe you will have to make a decision related to stopping them or add new ones. However, LinkedIn’s team always recommend change ads every two or three months maximum.
  • -LinkedIn’s team: Depending on whether you are managing a campaign with considerable investment, you can count on the support of LinkedIn’s team. In our case, we usually have monthly meetings with them to get their feedback on what optimisations they would make in the LinkedIn campaigns.