{"id":6688,"date":"2021-09-29T16:00:00","date_gmt":"2021-09-29T15:00:00","guid":{"rendered":"https:\/\/gotoclient.com\/?page_id=6688"},"modified":"2026-04-08T09:16:03","modified_gmt":"2026-04-08T08:16:03","slug":"the-linkedin-ads-definitive-guide","status":"publish","type":"page","link":"https:\/\/gotoclient.com\/en\/definitive-guides\/the-linkedin-ads-definitive-guide\/","title":{"rendered":"The LinkedIn Ads definitive guide 2025"},"content":{"rendered":"\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h1 class=\"wp-block-heading\"><strong>The <a href=\"https:\/\/gotoclient.com\/en\/services\/linkedin-ads-2\/\">LinkedIn Ads<\/a> definitive guide 2025<\/strong><\/h1>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><a href=\"https:\/\/landingpages.gotoclient.com\/the-linkedin-ads-definitive-guide-for-professionals\" class=\"block-button\" target=\"_blank\">\n    Download the PDF document<\/a>\n<style type=\"text\/css\">\n    #button-block_28fdc2716e6691f23361ebbc98764fde {\n        background: ;\n        color: ;\n    }\n<\/style>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p>We\u2019ve run a lot of <strong>LinkedIn Ads campaigns over the years at Gotoclient. We\u2019ve worked with many big brands with big budgets<\/strong>, and we\u2019ve also empowered SMEs to fulfil their potential. This is the Gotoclient <strong>LinkedIn Ads definitive guide<\/strong>, written by the Gotoclient <strong><a href=\"https:\/\/gotoclient.com\/en\/services\/linkedin-ads-2\/\">LinkedIn Ads<\/a> consultants <\/strong>who have delivered consistent success on LinkedIn<strong>.<\/strong><\/p>\n\n\n\n<p>Building on our previous 2021 version, our LinkedIn Ads 202<ins>5<\/ins> Definite Guide is probably the most complete <a href=\"https:\/\/gotoclient.com\/en\/services\/linkedin-ads-2\/\">LinkedIn Ads<\/a> guide out there.<\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This guide is intended for <strong>online marketing professionals<\/strong> who are developing<strong> LinkedIn campaigns and<\/strong> for <strong>managers who need to measure the value of LinkedIn Ads campaigns<\/strong>. This is <strong>not an introductory guide.<\/strong> There are some excellent introduction guides out there, such as the <a href=\"https:\/\/blog.hootsuite.com\/linkedin-ads-guide\/\"><strong>Hootsuite guide<\/strong><\/a>, which is a <strong>step-by-step LinkedIn Ads guide,<\/strong> and the <a href=\"https:\/\/blog.hubspot.com\/marketing\/linkedin-advertising-campaigns\"><strong>HubSpot guide<\/strong><\/a>.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Why this guide?<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em><strong><em>To help you understand the value of your LinkedIn Ads campaign before you launch<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em><strong><em>To help you manage and optimise your <a href=\"https:\/\/gotoclient.com\/en\/services\/linkedin-ads-2\/\">LinkedIn Ads<\/a> campaign successfully<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\" id=\"h-need-outstanding-b2b-paid-media-tips-listen-now-to-our-podcast-about-paid-media-trends-with-gabriel-colombo\">Need outstanding B2B paid media tips? Listen now to our podcast about paid media trends with Gabriel Colombo!<\/h2>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div id=\"buzzsprout-player-9121621\"><\/div><script src=\"https:\/\/www.buzzsprout.com\/1821420\/9121621-b2b-paid-media-trends-with-gabriel-colombo.js?container_id=buzzsprout-player-9121621&amp;player=small\" type=\"text\/javascript\" charset=\"utf-8\"><\/script>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:93px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-4 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p><strong>LinkedIn is the biggest B2B lead generation platform. <\/strong>It <strong><strong>has over <a href=\"https:\/\/www.linkedin.com\/pulse\/linkedin-2024-statistics-trends-most-effective-content-volovik-dbjrf\/\">1 billion<\/a> registered users from 200 countries and regions worldwide<\/strong><\/strong> and is growing rapidly. Unlike the <strong>other social networks<\/strong> where users <strong><em>spend<\/em> their time<\/strong>, people <strong><em>invest<\/em><\/strong> time on LinkedIn. According to <a href=\"https:\/\/www.insiderintelligence.com\/content\/digital-trust-benchmark-report-2021\"><strong>Insider Intelligence<\/strong><\/a>, <strong>LinkedIn was the most trusted platform in 2017, 2018, 2019, 2020, and 2021<\/strong>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>According to <\/strong><a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/cx\/17\/06\/advertise-on-linkedin?trk=sem_lms_gaw&amp;src=go-pa&amp;veh=LMS_EMEA_Deprioritized_ROE_Search_Google-Brand_REM_DMP_Business-Beta-SiteVisitors_All_English_Core_431738685768__%2Bbusiness%20%2Blinkedin_c__aud-925775953436:kwd-308640609756_9720653896&amp;mcid=6612464045041733646&amp;cname=LMS_EMEA_Deprioritized_ROE_Search_Google-Brand_REM_DMP_Business-Beta-SiteVisitors_All_English_Core&amp;camid=9720653896&amp;asid=106311122544&amp;targetid=aud-925775953436:kwd-308640609756&amp;crid=431738685768&amp;placement=&amp;dev=c&amp;ends=1&amp;gclid=EAIaIQobChMI84n0v-Kr6wIVTflRCh0ukAhVEAAYASAAEgK4oPD_BwE&amp;gclsrc=aw.ds\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>LinkedIn<\/strong><\/a><strong>, <\/strong>marketing and sales experts say <strong>LinkedIn is the number one social network for B2B lead generation. Also, users make business decisions based <strong>on LinkedIn interaction<\/strong><\/strong>. <strong>According to <\/strong><a href=\"https:\/\/www.carlajohnson.co\/wp-content\/uploads\/2017\/02\/2017-State-of-Digital-Marketing-FINAL.compressed.pdf\"><strong>Demandwave<\/strong><\/a><strong><u>,<\/u> <\/strong>marketing and sales experts say <strong>LinkedIn is the number one social network for B2B lead generation. Also<\/strong>, <strong>4 out of 5 users make business decisions based on LinkedIn interaction<\/strong>. <ins><br><br><\/ins>Also, according to <a href=\"https:\/\/www.ft.com\/content\/19304919-9128-4c27-b5c3-4f668dd045df?utm_source=chatgpt.com\">Financial Times<\/a>, there has been a <strong>35 per cent increase in C-suite professionals in the US on LinkedIn in the past five years and a 30 per cent rise in the UK. There has also been a 23 per cent increase in posts from chief executives globally<\/strong> year on year, and their content gets four times more engagement than other content from LinkedIn members.<\/p>\n\n\n\n<p>As of March 2024, <a href=\"https:\/\/www.statista.com\/statistics\/274052\/number-of-unique-visitors-to-linkedin\/?utm_source=chatgpt.com\">Statista<\/a> states that <strong>close to 1.9 billion unique global visitors had visited LinkedIn.com.\u00a0<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><\/div>\n<\/div>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Here&#8217;s what to expect from this guide:<\/p>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00b7<\/strong> <strong>High-quality information<\/strong> on <a href=\"https:\/\/gotoclient.com\/en\/services\/linkedin-ads-2\/\">LinkedIn Ads.<\/a><\/li>\n\n\n\n<li><strong>\u00b7<\/strong> <strong>Essential tips and tricks <\/strong>to build LinkedIn Ads campaigns.<\/li>\n\n\n\n<li><strong>\u00b7<\/strong> <strong>Free templates<\/strong> to help you with your campaigns.<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-black-color has-css-opacity has-black-background-color has-background\"\/>\n\n\n\n<div id=\"first\">&nbsp;<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading\">1. <strong>Does a LinkedIn Ads Campaign make sense for my business?<\/strong><\/h3>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The<strong> first task is to understand if launching a LinkedIn campaign makes sense for your business. It&#8217;s important to note<\/strong> that <strong>not all companies, solutions, or products meet the requirements to launch a campaign on LinkedIn<\/strong>. It requires a <strong>higher CPC (cost-per-click) investment<\/strong> than platforms such as Google Ads or Facebook Ads, so let&#8217;s make sure your LinkedIn Ads ROI is positive. Although CPC is higher, CPL (cost-per-lead) tends to be more competitive than other platforms.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-5 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"inici\">1. B2B company<\/h3>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Firstly, you must be a<strong>&nbsp;B2B company with a B2B value proposition<\/strong>. LinkedIn is a B2B platform&nbsp;<strong>with a massive base of professionals from multiple industries.<\/strong> If you work for a&nbsp;<strong>B2C company (unless you have B2B2C needs), we suggest you stop reading and use B2C focused platforms such as Instagram,&nbsp; Facebook, or TikTok.<\/strong><\/p>\n<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"inici\">2. Continuous need to generate leads<\/h3>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>You must have a requirement to generate leads on an ongoing basis. If you operate in a market where you only have six clients around the world, you wouldn\u2019t need LinkedIn Ads campaigns. While it might be worth using LinkedIn for Account-Based Marketing (ABM) campaigns, it wouldn\u2019t be necessary for lead generation.<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-6 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"inici\">3. Your client&#8217;s value is higher than 4.000 euros per year<\/h3>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>LinkedIn is an expensive platform. <\/strong>Therefore, your client&#8217;s budget must be higher than 4.000 euros per year.<\/p>\n\n\n\n<p>If your client&#8217;s budget is lower, it is advisable not to carry out a lead generation campaign, as it will be hard for you to get a positive ROI. The 4.000 euros threshold will enable the optimum CPL (cost per lead) and CPA (cost per acquisition).<\/p>\n<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"inici\">4. Your Ideal Customer Profile (ICP) and Buyer Persona Profile<\/h3>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>It&#8217;s essential to <strong>have a&nbsp;clear picture of your Ideal Customer Profile (ICP) and Buyer Persona Profile<\/strong>. One of LinkedIn&#8217;s biggest strengths is its ability to&nbsp;<strong>target specifically<\/strong>, with many segmentation criteria, such as country, company industry, company name, company size, job function, job title, job seniority, etc.<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"inici\">5. Your client is an active LinkedIn user<\/h3>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Your&nbsp;<strong>customer must also be an active LinkedIn user and a LinkedIn-savvy person<\/strong>. If your target market were, for example, young school teachers, you may be able to find some prospects on LinkedIn, but they would be unlikely to be as active as users in business\/commerce sectors. If you can&#8217;t find active users, your ads won&#8217;t show, or, worse, they will be delivered to inappropriate audiences.<\/p>\n<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"inici\">6. The right audience size for LinkedIn Ads campaigns<\/h3>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Your audience must be higher than 40.000 members and ideally lower than 400.000 members. Lower audiences would typically result in poor campaign reach, while higher audiences tend to create a lower quality of lead.<\/p>\n\n\n\n<p><\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Your LinkedIn Ads Campaign makes sense if:<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>You sell B2B solutions<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>You need leads on an ongoing basis<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Your client budget is higher than 4.000 euros per year<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>You have a clear Ideal Company Profile<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Your clients are active on LinkedIn<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Your audience is higher than 40.000 members<\/em><\/strong><strong><em> <\/em><\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-black-color has-css-opacity has-black-background-color has-background\"\/>\n\n\n\n<div id=\"second\">&nbsp;<\/div>\n\n\n\n<div style=\"height:101px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading\">2. <strong><a href=\"https:\/\/gotoclient.com\/en\/services\/linkedin-ads-2\/\">LinkedIn Ads<\/a> campaign goals<\/strong><\/h3>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Before developing a LinkedIn Ads campaign, let&#8217;s <strong>think about your business goals<\/strong>. How are you going to focus your campaign? To run an effective campaign, it&#8217;s essential to specify your goals as much as possible. Business goals fall under the following categories:<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Increase awareness of your brand, product, or service.<\/li>\n\n\n\n<li>Generate traffic to your website, landing page, or LinkedIn event<\/li>\n\n\n\n<li>Increase the social interaction of your LinkedIn content, business page, or event<\/li>\n\n\n\n<li>Increase the number of potential clients (i.e., generate leads)<\/li>\n<\/ul>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>When you start building a LinkedIn Ads campaign, the <strong>first thing you&#8217;ll need to choose is the goal.<\/strong><\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"321\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-700x321.png\" alt=\"\" class=\"wp-image-14775\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-700x321.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-250x115.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-768x352.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-320x147.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-730x335.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-120x55.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-372x171.png 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image.png 850w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Picking the right type of campaign depends on how it matches your goal. LinkedIn offers solutions for each <strong>buyer journey stage<\/strong>, <strong>from brand awareness to conversion. <\/strong>However, LinkedIn only allows you to choose one objective, so if you have more than one, you need to create one campaign per goal.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"341\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-1-700x341.png\" alt=\"\" class=\"wp-image-14780\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-1-700x341.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-1-250x122.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-1-768x375.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-1-320x156.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-1-730x356.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-1-120x59.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-1-372x181.png 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-1.png 902w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"inici\">1. Brand awareness<\/h3>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Brand awareness is intended for <strong>the Top of the Funnel (TOFU) <\/strong>campaigns. This is the <strong>best option<\/strong> <strong>for general recognition by the target audience.<\/strong><\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Through brand awareness, you can use many of LinkedIn&#8217;s solutions, such as building a single-image ad, Carousel image ad, etc. However, based on our experience, we must say not all LinkedIn Ads formats work for this type of campaign. Carousel image ads and conversation ads perform better for decision campaigns. We think it\u2019s best to build brand awareness campaigns through single-image ads, video ads, text ads, spotlight ads, and follower ads.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"588\" height=\"486\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture2.png\" alt=\"\" class=\"wp-image-6704\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture2.png 588w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture2-250x207.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture2-120x99.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture2-372x307.png 372w\" sizes=\"auto, (max-width: 588px) 100vw, 588px\" \/><\/figure>\n<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"inici\">2. Consideration<\/h3>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>LinkedIn also enables companies to encourage their audience to take action. These activities can be:<\/p>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Website visits: For more site traffic, you must select this goal. For increasing website visits, we recommend single-image ads, video ads, text ads, and event ads. If your team wants to get higher clicks on your website, you must select this goal. About ad formats, it happens the same as brand awareness campaigns. However, for increasing website visits, we suggest using single-image ads, video ads, and text ads.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"588\" height=\"486\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture2.png\" alt=\"\" class=\"wp-image-6704\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture2.png 588w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture2-250x207.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture2-120x99.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture2-372x307.png 372w\" sizes=\"auto, (max-width: 588px) 100vw, 588px\" \/><\/figure>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<p>\u00b7 Engagement: You can also increase post engagement, such as clicks, recommendations, comments, sharing, or adding new followers to the company&#8217;s LinkedIn page. There are not as many ad types available as there are for brand awareness and website visits, but there are still more than enough to make an impact. We recommend single-image ads, video ads, follower ads, conversation ads, and event ads. We don&#8217;t suggest carousel image ads as they\u2019re typically used to offer a large number of services or to explain a complex product\/service in depth.<\/p>\n\n\n\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 Video views: LinkedIn allows you to pay per view of video content. This is a good alternative payment model that hedges the risk of video advertising&nbsp;<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"inici\">3. Conversion<\/h3>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Conversion campaigns focus on lead generation and website conversions, such as document downloads or lead capture. See below for the different conversion campaigns:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Lead generation: This option is one of the most effective ways to get qualified leads. For lead generation campaigns, we suggest using all ad formats LinkedIn allows, except the video ad, which is best suited for brand awareness and consideration campaigns.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"530\" height=\"330\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture6.png\" alt=\"\" class=\"wp-image-6718\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture6.png 530w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture6-250x156.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture6-120x75.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture6-372x232.png 372w\" sizes=\"auto, (max-width: 530px) 100vw, 530px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><em><strong>Don\u2019t forget about the \u2018real\u2019 conversion, which happens once you get the lead data and reach the potential customer.<\/strong><\/em><br>Interact with every prospect within 4 hours after they complete the form.<\/p>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Website conversion: <\/strong>Users are <strong>encouraged to take action on the website<\/strong>, for example, <strong>downloading eBooks, filling out lead generation forms, or signing up for events<\/strong>. We suggest using a <strong>single image ad, a <\/strong>carousel image ad, a <strong>message, and a conversation ad<\/strong>. The <strong>other formats <\/strong>are <strong>more focused on brand awareness and consideration campaigns<\/strong>.<\/p>\n<\/div><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"412\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture7.png\" alt=\"\" class=\"wp-image-6723\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture7.png 500w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture7-250x206.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture7-120x99.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture7-372x307.png 372w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><\/figure>\n\n\n\n<p><strong>\u00b7 Job applicants: <\/strong>LinkedIn enables you <strong>to publicise job adverts<\/strong>. To build this kind of campaign, use the <strong>job ads and single job ad options<\/strong>.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Document Ads: <\/strong>LinkedIn document ads allow you to <strong>promote e-books, case studies, white papers, infographics<\/strong>,<strong> and presentations<\/strong> directly in the LinkedIn feed. Members <strong>can read it in the original format and download the document as a PDF<\/strong> without leaving LinkedIn<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Event ads<\/strong>: LinkedIn gives you the option to <strong>promote&nbsp;<\/strong><a href=\"https:\/\/www.linkedin.com\/help\/lms\/answer\/98189\"><strong>LinkedIn Events<\/strong><\/a><strong> from your Page to a defined audience<\/strong>. These ads are optimized to <strong>highlight the essential event info<\/strong> on desktop and mobile<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Use this flow diagram to stay on top of your audience&#8217;s needs at each different phase of the journey:<br><br><strong><ins>AI-Powered Performance Insights<\/ins><\/strong><\/p>\n\n\n\n<p>LinkedIn Campaign Manager has incorporated <strong>artificial intelligence capabilities<\/strong> to support marketers in optimising campaigns more effectively and with less manual effort. These enhancements provide <strong>predictive and actionable insights<\/strong> to boost performance in real time.<\/p>\n\n\n\n<p><strong><ins>Key AI-powered features:<\/ins><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Conversion likelihood predictions: LinkedIn can estimate the probability of conversion based on audience behaviour, ad engagement history, and platform benchmarks.<\/strong><\/li>\n\n\n\n<li><strong>Smart audience suggestions: the platform recommends new segments that are statistically more likely to convert or engage, based on previous campaign learnings.<\/strong><\/li>\n\n\n\n<li><strong>Creative performance insights: it now highlights which ad copy or image performs best for a given objective, using aggregated data from past campaigns.<\/strong><\/li>\n\n\n\n<li><strong>AI-generated recommendations: LinkedIn offers suggestions for headlines, primary text, and even visuals through AI models that analyse top-performing assets across similar industries.<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong><ins>Best practices<\/ins><ins>:<\/ins><\/strong><\/p>\n\n\n\n<p>Use <strong>creative comparison reports<\/strong> to identify patterns that consistently drive results (e.g., tone, CTA strength, visual style).<\/p>\n\n\n\n<p>Use <strong>AI suggestions as a starting point<\/strong>, then adapt based on your brand voice and target persona.<\/p>\n\n\n\n<p>Monitor <strong>conversion prediction scores<\/strong> regularly to reallocate budget towards high-likelihood segments.<\/p>\n\n\n\n<p>Combine AI-powered recommendations with <strong>manual insights<\/strong> to balance automation and strategic oversight.<br><br><strong><ins>Revenue-Based Conversion Goals<\/ins><\/strong><\/p>\n\n\n\n<p>LinkedIn now supports advanced conversion tracking models that allow advertisers to go beyond basic form completions and optimise for pipeline-related outcomes, such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Marketing Qualified Leads (MQLs)<\/li>\n\n\n\n<li>Sales Qualified Leads (SQLs)<\/li>\n\n\n\n<li>Opportunities created<\/li>\n\n\n\n<li>Closed-won deals<\/li>\n<\/ul>\n\n\n\n<p>These new capabilities are made possible through CRM integration and enhanced conversion mapping, giving B2B marketers more control over what truly counts as success in high-value sales cycles.<\/p>\n\n\n\n<p><strong><ins>How to implement:<\/ins><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Define what constitutes an MQL\/SQL in your CRM (e.g., lead scoring criteria, firmographic filters).<\/li>\n\n\n\n<li>Map these stages to your LinkedIn conversion tracking via the Offline Conversions feature or CRM integrations.<\/li>\n\n\n\n<li>Use lead value or revenue fields to attribute actual pipeline impact to each campaign.<\/li>\n\n\n\n<li>Optimise campaigns by reallocating budget towards ads that generate sales-ready leads, not just high-volume submissions.<\/li>\n<\/ul>\n\n\n\n<p><strong><ins>Example:<\/ins><\/strong><\/p>\n\n\n\n<p>If a campaign generates 300 leads, but only 12 of them are SQLs, LinkedIn can now help you understand which ads or audiences were behind those 12, not just the total lead count.<br><\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"234\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-2-700x234.png\" alt=\"\" class=\"wp-image-14784\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-2-700x234.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-2-250x84.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-2-768x257.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-2-320x107.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-2-730x245.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-2-120x40.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-2-372x125.png 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-2.png 806w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"inici\">4. Your Ideal Customer Profile (ICP) and Buyer Persona Profile<\/h3>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>It&#8217;s essential to <strong>have a&nbsp;clear picture of your Ideal Customer Profile (ICP) and Buyer Persona Profile<\/strong>. One of LinkedIn&#8217;s biggest strengths is its&nbsp;<strong>targeting capacity<\/strong>, with many segmentation criteria, such as country, company industry, company name, company size, job function, job title, and job seniority, amongst others.<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong><em>It is essential to have a clear goal for your campaign and to understand which formats work best for you<\/em><\/strong><\/p>\n<\/blockquote>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-black-color has-css-opacity has-black-background-color has-background\"\/>\n\n\n\n<div id=\"third\">&nbsp;<\/div>\n\n\n\n<div style=\"height:69px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading\">3. <strong>The <a href=\"https:\/\/gotoclient.com\/en\/services\/linkedin-ads-2\/\">LinkedIn Ads<\/a> target audience segmentation tool<\/strong><\/h3>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>LinkedIn Ads<\/strong> is renowned for <strong>its segmentation tool<\/strong>, <strong>one of the<\/strong> <strong>most powerful audience segmentation social ads tools. It enables you to reach your target audience efficiently <\/strong>and generate those all-important<strong> qualified leads.<\/strong><\/p>\n\n\n\n<p>Let&#8217;s see what the segmentation options are:<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-audience-attributes\" style=\"font-size:28px\">Audience attributes<\/h3>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Target your audience by their profile information.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">Company<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Company category: <\/strong>Reach members based on the category their company falls into. <\/li>\n\n\n\n<li><strong>\u00b7 Company connections: <\/strong>First-degree connections of employees.<\/li>\n\n\n\n<li><strong>\u00b7 Company growth rate: <\/strong>Reach members based on the year-on-year employee growth rate associated with their company.<\/li>\n\n\n\n<li><strong>\u00b7 Company industry: <\/strong>The marketplace where your target company operates.<\/li>\n\n\n\n<li><strong>\u00b7 Company name.<\/strong><\/li>\n\n\n\n<li><strong>\u00b7 Company revenue:<\/strong> Reach members based on the company revenue (in USD) from the previous year.<\/li>\n\n\n\n<li><strong>\u00b7 Company size: <\/strong>Based on the employee number listed on the company page.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">Demographics<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00b7 Member age.<\/strong><\/li>\n\n\n\n<li><strong>\u00b7 Member gender.<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">Education<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00b7 <strong>Degrees<\/strong>.<\/strong><\/li>\n\n\n\n<li><strong>\u00b7 <strong>Field of study<\/strong>.<\/strong><\/li>\n\n\n\n<li><strong>\u00b7 Member schools.<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">Job experience<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Job function: The <\/strong>department where the member works. This is separate from the job seniority and job title options.<\/li>\n\n\n\n<li><strong>\u00b7 Job seniority: <\/strong>Describes the level of responsibility and experience of the employee. This option is determined by the members\u2019 job title. LinkedIn will rate seniority according to the job title that users indicate in their LinkedIn profiles. For example, if a user indicates their job title as \u2018Marketing Manager\u2019, he\/she will have a seniority of Manager.<\/li>\n\n\n\n<li><strong>\u00b7 Job title: <\/strong>Manually input by the LinkedIn member.<\/li>\n\n\n\n<li><strong>\u00b7 Member skills: <\/strong>This option allows you to specify specific skills or abilities you want your target audience to have. Those skills appear in the &#8220;member skills and validations&#8221; section.<\/li>\n\n\n\n<li>\u00b7 <strong>Years of experience: <\/strong>Years of professional experience.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">Interests<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00b7 Member groups: <\/strong>Specific LinkedIn groups your target audience members have joined.<\/li>\n\n\n\n<li><strong>\u00b7 Interest-based: <\/strong>Option based on the user&#8217;s interests indicated in their profile. Because LinkedIn is owned by Microsoft, interests are gathered from Microsoft\u2019s Bing search engine.<\/li>\n\n\n\n<li>\u00b7 <strong>Member traits: <\/strong>Derived from the device members normally use to browse LinkedIn<\/li>\n<\/ul>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"322\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture9.png\" alt=\"\" class=\"wp-image-6734\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture9.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture9-250x105.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture9-700x293.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture9-730x306.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture9-120x50.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture9-372x156.png 372w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/figure>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-matched-audiences\" style=\"font-size:28px\"><strong>Matched audiences<\/strong><\/h3>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Targets an audience of members you already know by combining the LinkedIn data with your first-party data. For example, you can attach a list of companies or contacts, retarget people who visited your website, or import third-party data from a LinkedIn Marketing Partner.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-retargeting-lists\">\u00b7 Retargeting lists<\/h4>\n\n\n\n<p>Builds an audience list with the users who visited your website and retargets them with relevant content.<\/p>\n\n\n\n<p><strong>\u00b7 Website: <\/strong>Create lists with the members who visited specific pages on your website and deliver content related to their interests.<\/p>\n\n\n\n<p><strong>\u00b7 Lead Gen Forms: <\/strong>Reimpact users who opened the lead form but didn&#8217;t click on submit.<\/p>\n\n\n\n<p><strong>\u00b7 Video views: <\/strong>Retarget users who viewed your video ads and keep your company in consideration.<\/p>\n\n\n\n<p><strong>\u00b7 Company page: <\/strong>Include in your campaigns users who visited your LinkedIn company page or clicked on your company page CTA.<\/p>\n\n\n\n<p><strong>\u00b7 Events: <\/strong>Users who have marked themselves as &#8220;attending&#8221; events.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-contact-targeting\">\u00b7 Contact Targeting<\/h4>\n\n\n\n<p>Uploads lists of users to target them on your LinkedIn campaigns. You can add up to 300k contacts.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-company-targeting\">\u00b7 Company Targeting<\/h4>\n\n\n\n<p>Include or exclude specific companies by uploading a list on <a href=\"https:\/\/gotoclient.com\/en\/services\/linkedin-ads-2\/\">LinkedIn Ads<\/a>.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-lookalike-audience\">\u00b7 Lookalike Audience<\/h4>\n\n\n\n<p>Targets users with similar characteristics.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Make your campaign successful!<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\">\u00b7 <em style=\"font-weight: bold;\">Define your ICPs<\/em><\/p>\n\n\n\n<p class=\"has-text-align-center\">\u00b7 <strong><em>Choose the right combination for your campaign goal.<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\">\u00b7 <strong><em>Optimise your CTAs<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\">\u00b7 <strong><em>Nurture your prospects<\/em><\/strong><\/p>\n\n\n\n<div id=\"third-first\">&nbsp;<\/div>\n\n\n\n<div style=\"height:99px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-10 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<h2 class=\"wp-block-heading has-gray-color has-text-color\"><strong>3.1. Target audience segmentation tool: Tips and tricks<\/strong><\/h2>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>To impact the right users, it&#8217;s essential to understand the target attributes in the LinkedIn Ads segmentation tool. Here are our essential tips &amp; tricks:<\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h4 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Company: <\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00b7 <strong>Add company names for awareness and retention campaigns: <\/strong>If your goal is awareness or retention, using the <em>Company Name<\/em> option is a key recommendation in order to<strong> reach high-value companies and impact decision-makers. LinkedIn allows the targeting of up to 200 different companies<\/strong> within audience attributes.<\/strong><\/li>\n\n\n\n<li>\u00b7 <span style=\"color: initial; font-family: -apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &quot;Helvetica Neue&quot;, sans-serif;\"><strong>Target by company, industry, and size: <\/strong>The <strong>most commonly used attribute<\/strong> and one you must understand properly. Take that extra time to really drill down into your ideal industry avatar.<\/span><\/li>\n\n\n\n<li>\u00b7 <strong>Analyse the company industry of your target:<\/strong> Before choosing an <em>Industry<\/em>, take a look at <strong>10 or 15 of your target audience\u2019s LinkedIn pages<\/strong> and note which industry they are in. Also, include other relevant industries.<\/li>\n\n\n\n<li>\u00b7 <strong>Combine <em>Company Category <\/em>with <em>Job Seniority: <\/em><\/strong>Targeting by company category is a good option if you want to <strong>impact market leaders<\/strong>. However, it\u2019s essential to hit the key <strong>decision-makers<\/strong>, so it\u2019s a good idea to combine <strong>Company Category <\/strong>with <strong>Job Seniority and Job Function<\/strong>.<\/li>\n\n\n\n<li><span style=\"color: initial; font-family: -apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &quot;Helvetica Neue&quot;, sans-serif;\">\u00b7 <strong>Get leads from growing companies:<\/strong> With the <strong><em>Company growth rate<\/em><\/strong> option, you can impact users working for companies with a certain growth in hiring rate. As a result, you are more likely to reach companies with a healthy budget for your product\/service.<\/span><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h4 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Demographics: <\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Including <em>Member age<\/em> may exclude members unnecessarily: In order to target a specific audience, <\/strong>sometimes people use the <em>Member Age <\/em>option to include the age ranges they want (for example, choosing 18 to 24 years). However, <strong>LinkedIn doesn\u2019t <\/strong>make this information compulsory in people\u2019s profiles, so in cases where it is missing, it may extrapolate it from their year of graduation. In addition, you need to consider equal opportunities and potential discrimination.<\/li>\n\n\n\n<li><span style=\"color: initial; font-family: -apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &quot;Helvetica Neue&quot;, sans-serif;\">\u00b7 <strong>Targeting by <em>Member gender: <\/em><\/strong>LinkedIn<strong> doesn\u2019t require users to include their gender, <\/strong>so if you decide to target with this option, you will <strong>reduce your sample size. Like with age, it is a criterion that can lead to ethical and discriminatory issues. <\/strong><\/span><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h4 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Education: <\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Make sure you add all \u2018sister\u2019 schools\/colleges: <\/strong>Many academic institutions have <strong>more than one page<\/strong> on LinkedIn, so it\u2019s important <strong>to remember to add all of them<\/strong>. For example, if you want to include Harvard students, you need to add all Harvard institutions, such as Harvard University, Harvard Business School, etc.<\/li>\n\n\n\n<li>\u00b7 <strong>Target your audience with Job Function: <\/strong>For campaigns that offer a <strong>particular academic degree<\/strong>, <strong>target them through <em>Job Function, <\/em>too<\/strong><em>. <\/em>For example, if you\u2019re offering a <strong>finance degree<\/strong>, it would be a good idea to <strong>choose the <em>Finance<\/em> option in Job Function<\/strong> to make sure you <strong>impact users<\/strong> who are <strong>in that market.<\/strong><\/li>\n\n\n\n<li><span style=\"color: initial; font-family: -apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &quot;Helvetica Neue&quot;, sans-serif;\">\u00b7 <strong>Exclude members who have done a degree program: <\/strong>Don\u2019t forget the power of exclusion. If, for example, you are promoting a Master&#8217;s degree course, it would be a good idea to exclude members who have already done a Master&#8217;s qualification.<\/span><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h4 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Job experience: <\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Add current or past <em>Job Title<\/em>: <\/strong>If you are segmenting by <em>Job Title<\/em>, it is a good idea to cast the net wide. Even though there may only be three or four that spring to mind, LinkedIn makes it easy to broaden the search. When selecting titles, <strong>the tool will suggest other relevant titles for you.<\/strong> Also, some members may <strong>have changed their job but still could be of interest to you<\/strong>, so you can <strong>expand your target audience by targeting both current and past Job Titles <\/strong>in the <em>Job Titles<\/em> <em>dropdown<\/em><strong>.<\/strong>&nbsp;<\/li>\n\n\n\n<li><span style=\"color: initial; font-family: -apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &quot;Helvetica Neue&quot;, sans-serif;\">\u00b7 <strong>Combine <em>Job Function<\/em> with <em>Seniority<\/em>: <\/strong>If you select <strong>both options<\/strong>, you will be able to <strong>reach decision-makers with specific expertise<\/strong>. Also, you need to take into account that <strong>they are separate from t<em>he Job Title<\/em><\/strong>.<\/span><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"668\" height=\"282\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture11.png\" alt=\"\" class=\"wp-image-6742\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture11.png 668w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture11-250x106.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture11-120x51.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture11-372x157.png 372w\" sizes=\"auto, (max-width: 668px) 100vw, 668px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Add multiple job functions: <\/strong>Similar to <em>Job Title,<\/em> it\u2019s <strong>important to keep your options open and not be too narrow.<\/strong><\/li>\n\n\n\n<li><span style=\"color: initial; font-family: -apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &quot;Helvetica Neue&quot;, sans-serif;\">\u00b7 <strong>Exclude job titles if you are absolutely sure: <\/strong>Be cautious here, but there may be criteria that you are certain will be <strong>unsuitable for what you are promoting.<\/strong> In that case, they should be excluded from your segmentation.<\/span><\/li>\n\n\n\n<li><span style=\"color: initial; font-family: -apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &quot;Helvetica Neue&quot;, sans-serif;\">\u00b7 <strong>Consider targeting individual contributors:<\/strong> If you want to get smart and target the buying decision-makers, choose <strong><em>Senior<\/em> in the <em>Job Seniority<\/em><\/strong> option and <strong>combine it with <em>Years of Experience<\/em>.<\/strong><\/span><\/li>\n\n\n\n<li><span style=\"color: initial; font-family: -apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &quot;Helvetica Neue&quot;, sans-serif;\">\u00b7 <strong>Choose Entry-level for small businesses: <\/strong>If the target audience of your campaign is <strong>based on smaller businesses<\/strong>, <strong><em>Entry-level<\/em> <\/strong>would be a good choice<strong>.<\/strong><\/span><\/li>\n\n\n\n<li><span style=\"color: initial; font-family: -apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &quot;Helvetica Neue&quot;, sans-serif;\">\u00b7 <strong>Try and use <em>Years of Experience <\/em>in combination with your other choices<em>: <\/em><\/strong>Depending on your target audience and campaign\u2019s goal, you can use the following combinations with <em>Years of Experience<\/em>:<\/span><\/li>\n\n\n\n<li>\n<ul class=\"wp-block-list\">\n<li>&#8211; <strong>Years of Experience + Seniority:<\/strong> Seniority option is not the same as years of experience. A user with more than 20 years of experience can belong to an entry-level position instead of senior or manager. That\u2019s why it\u2019s recommended adding seniorities from entry to partner and years of experience. As a result, you will reach experienced professionals with influence related to buying decisions.<\/li>\n\n\n\n<li><strong>&#8211; Years of Experience + Degrees:<\/strong> Some degrees are aimed at professionals with extensive experience. In this case, we recommend combining years of experience with degrees.&nbsp;<\/li>\n\n\n\n<li>&#8211; <strong>Years of Experience + Functions:<\/strong> Function leaders.<\/li>\n\n\n\n<li><strong>&#8211; Years of Experience + Skills:<\/strong> Skilled experts.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>\u00b7 <strong>Members skills for the target with specific features: <\/strong>To drill down further into the characteristics of your target, <strong>we recommend adding some member skills<\/strong>.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:64px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"690\" height=\"284\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture10.png\" alt=\"\" class=\"wp-image-6738\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture10.png 690w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture10-250x103.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture10-120x49.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture10-372x153.png 372w\" sizes=\"auto, (max-width: 690px) 100vw, 690px\" \/><\/figure>\n\n\n\n<div style=\"height:64px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Choose <em>Skills<\/em> option with <em>Function<\/em> or <em>Seniority<\/em><\/strong>: By choosing skills with Function of Seniority will help to impact more relevant users.<\/p>\n\n\n\n<p>\u00b7 <strong>Add <em>Skills <\/em>OR <em>Job Titles: <\/em><\/strong>If you prefer to target with job titles instead of functions, it\u2019s recommended choosing skills and job titles with \u201cor\u201d connector to have a broader audience<\/p>\n\n\n\n<p>\u00b7 <strong>Start with <em>Job Functions<\/em> instead of <em>Job Titles<\/em>: <\/strong>Sometimes, Job Titles <strong>can restrict your audience too much<\/strong>, whereas <strong>Functions are broader<\/strong>. So, <strong>first, we recommend selecting Functions,<\/strong> and when the <strong>campaign is launched<\/strong>, you can <strong>optimise your audience with Titles.<\/strong><\/p>\n\n\n\n<div style=\"height:64px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-interests\">\u00b7 <strong>Interests:<\/strong><\/h4>\n\n\n\n<p>\u00b7 <strong>Use <em>Function<\/em> or <em>Seniority <\/em>alongside <em>Interests<\/em>: <\/strong>For the target audience who has <strong>specific interests<\/strong>, such as business technology, it is recommended <strong>to add functions or seniorities in order to reach relevant users.<\/strong><\/p>\n\n\n\n<p>\u00b7 <strong>Use <em>Member traits<\/em> option exclusively: <\/strong>This option usually represents a more limited audience, so it is not necessary to add more targeting criteria.<\/p>\n\n\n\n<p>\u00b7 <strong>Analyse top member groups: <\/strong>In order to reach the <strong>more active groups<\/strong>, use the <strong>search function on LinkedIn<\/strong> to find them. <strong>Most active groups will appear at the top of the list.<\/strong><\/p>\n\n\n\n<div style=\"height:64px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:64px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-targeting-tips-tricks\"><strong>Targeting Tips &amp; Tricks<\/strong>:<\/h2>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 <strong>Make sure your buyer persona is properly defined<\/strong><\/h4>\n\n\n\n<p>Separate your buyer personas into different campaigns to deliver the right message and offer.<\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Don&#8217;t use more than four audience specs: <\/h4>\n\n\n\n<p>Otherwise, there is a high risk of over-segmentation, resulting in small audiences.<\/p>\n\n\n\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h4 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Take into account the <em>profile language<\/em> limitations: <\/h4>\n\n\n\n<p>LinkedIn <strong>doesn&#8217;t allow multilingual campaigns<\/strong>. Using English as the language will also take <strong>the local languages of the selected territories. On the contrary, as surprising as this might seem, <\/strong>if you choose the local language, it will only use the chosen language.<\/p>\n\n\n\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"588\" height=\"92\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture12.png\" alt=\"\" class=\"wp-image-6746\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture12.png 588w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture12-250x39.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture12-120x19.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture12-372x58.png 372w\" sizes=\"auto, (max-width: 588px) 100vw, 588px\" \/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Take out audience expansion: <\/h4>\n\n\n\n<p><strong>We don&#8217;t recommend choosing this option because it expands beyond the desired target, which sometimes leads to a slight loss in control of the campaign<\/strong>. Only use this <strong>when the audience size is below 40.000 users.<\/strong><\/p>\n\n\n\n<div style=\"height:64px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"682\" height=\"110\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture13.png\" alt=\"\" class=\"wp-image-6750\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture13.png 682w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture13-250x40.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture13-120x19.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture13-372x60.png 372w\" sizes=\"auto, (max-width: 682px) 100vw, 682px\" \/><\/figure>\n\n\n\n<div style=\"height:64px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><em><strong><em><strong><em>Invest serious time in profiling and segmenting your audience<\/em><\/strong><\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h4 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Save your audience as a template: <\/h4>\n\n\n\n<p>As sponsored content campaigns cannot be duplicated, we recommend saving your audiences to use them in other campaigns and\/or to save you time during your targeting process.<\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h4 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Use CRM integration: <\/h4>\n\n\n\n<p>LinkedIn allows <strong>integrations with CRM platforms<\/strong> such as<strong> <em>Marketo, Dynamics, Salesforce, Converter, Driftrock, Integrar, Leadsbridge, Oracle, Zapier, <\/em>and <em>Hubspot. <\/em><\/strong>If <strong>LinkedIn doesn&#8217;t support your CRM platform<\/strong>, you can <strong>download a list of your leads<\/strong> as a CSV <strong>and upload it<\/strong> to your CRM system. Watch out for GDPR and privacy compliance!<\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 <strong>Distinguish <em>AND<\/em> &amp; <em>OR<\/em> connectors<\/strong>: <\/h4>\n\n\n\n<p>LinkedIn <strong>enables you to choose <em>AND<\/em> <\/strong>or<strong> <em>OR<\/em> connectors for each criterion<\/strong>. An OR connector means a member has to only meet one criterion OR the other. The AND connector means the member has to meet ALL the selected attributes; otherwise, they will not be targeted. With the AND connector, audience numbers are reduced but are more specific. For an audience that is too small, use the OR function to boost the numbers. Be careful when using the OR function in EXCLUSIONS; it will exclude members matching one OR the other criterion. Finally, you can also use AND \/ OR together, i.e., when targeting with the Job Title \u201cInformation Technology Specialist\u201d <em>OR \u201c<\/em>skills in information technology\u201d <em>AND<\/em> \u201c10+ years\u2019 experience.\u201d<\/p>\n\n\n\n<div style=\"height:22px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Check your <em>Forecasted results: <\/em><\/h4>\n\n\n\n<p>When you start adding filters, the audience results will appear on the right-hand side of the screen so you can check as you go. The dropdown under Segment breakdown shows attributes as job function, years of experience, company size, and industry interest. These professional attributes are based on the information LinkedIn members provide in their profiles. If your audience is too small, a notification will appear that says \u201cAudience Too Narrow\u201d. Once the campaign is underway, you can check if you are impacting the right audience and modify your filters accordingly. Finally, we recommend you analyse the forecasted results in 1 day rather than 7 or 30.<\/p>\n\n\n\n<div style=\"height:64px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"322\" height=\"382\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture14.png\" alt=\"\" class=\"wp-image-6754\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture14.png 322w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture14-250x297.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture14-120x142.png 120w\" sizes=\"auto, (max-width: 322px) 100vw, 322px\" \/><\/figure>\n\n\n\n<div style=\"height:64px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-targeting-the-right-audience-sizes\">\u00b7 Targeting the right audience sizes: <\/h4>\n\n\n\n<p>Target an audience size between <strong>50k and 400k members<\/strong>, for your audience both to be able to be optimised and be relevant.&nbsp;<\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-use-matched-audiences\">\u00b7 Use matched audiences: <\/h4>\n\n\n\n<p>It\u2019s advisable to use matched audiences with demographic data from LinkedIn, as the <strong>CPL increases by 20%. <\/strong>In addition, it\u2019s important to test a different audience for each funnel stage. When launching the campaign, check the demographics to be sure which audience you need to include or exclude.<\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-analyse-your-targeting-with-website-demographics\">\u00b7 Analyse your targeting with Website Demographics<\/h4>\n\n\n\n<p>When the <em>LinkedIn Insight Tag<\/em> is verified on the website and your audience is built,&nbsp;<strong><em>LinkedIn Website Demographics<\/em><\/strong>&nbsp;will be available in your campaign manager. You can track which type of professionals are visiting your website.<\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-implement-abm-targeting\">\u00b7 Implement ABM targeting: <\/h4>\n\n\n\n<p>If your <strong>company\u2019s list has more than 200 companies <\/strong>and you cannot add it in the <em>Company Name <\/em>option, you might need to use <strong><em>Matched Audiences<\/em><\/strong> and upload a list (<strong>minimum 300 companies<\/strong> and <strong>up to 300.000 companies). <\/strong>When uploading your list, we recommend a list size of <strong>more than 1.000 companies.<\/strong><\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-consider-contact-targeting\">\u00b7 Consider contact targeting: <\/h4>\n\n\n\n<p>If you have a <strong>list of email addresses<\/strong>, LinkedIn <strong>allows you to upload a list or implement a data integration with your CRM (Marketo, Eloqua, among others). <\/strong>You can also <strong>upload a list of your current customers<\/strong> in order to <strong>exclude them from your campaigns. <\/strong>In this scenario, it\u2019s advisable to <strong>add more than 10.000 contacts.<\/strong><\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-integrate-a-pixel\">\u00b7 Integrate a pixel: <\/h4>\n\n\n\n<p>It\u2019s good practice to integrate a pixel on your page through the <strong><em>LinkedIn Insight Tag<\/em><\/strong> or the <a href=\"https:\/\/www.linkedin.com\/help\/lms\/answer\/a417886\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Event-Specific Image Pixel<\/strong><\/a> <strong>with Google Tag Manager <\/strong>to target visitors to<strong> your website<\/strong>. This way, <strong>your ad will reach users<\/strong> who <strong>were previously interested in your company.<\/strong><\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-launch-retargeting-campaigns\">\u00b7 Launch retargeting campaigns: <\/h4>\n\n\n\n<p>After launching the campaign, you can use <strong><em>Matched Audiences<\/em><\/strong> to set up <strong>a retargeting campaign. For instance, targeting those users who have clicked on the ad but not completed the form,<\/strong> or <strong>users who have viewed only a certain percentage of your video.<\/strong><\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-consider-lookalike-audience-option\">\u00b7 Consider the Lookalike audience option:<\/h4>\n\n\n\n<p>If your audience size is lower than 40.000 members, we recommend a <em>Lookalike audience <\/em>because it can increase your search by 5 or 10 times. This option includes similar members of your target audience.<\/p>\n\n\n\n<div style=\"height:22px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 A\/B testing 100% recommended: <\/h4>\n\n\n\n<p><strong>To optimise your audience segmentation, <\/strong>we <strong>recommend A\/B testing. <\/strong>To <strong>track the performance of each audience, set up separate campaigns <\/strong>for different audiences.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 <strong>If in doubt<\/strong>: <\/h4>\n\n\n\n<p>If you are <strong>unsure about who to target<\/strong>, <strong>start with a broad audience between 100k \u2013 400k members and then narrow it down<\/strong> once you have seen which performs best. In <strong>LinkedIn\u2019s demographic reporting<\/strong>, you can <strong>analyse who is clicking and converting on your ads by <em>Job Title<\/em>, <em>Functions<\/em>, <em>Company Industries,<\/em> etc.<\/strong><\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Optimise your targeting: <\/h4>\n\n\n\n<p>With demographic reporting, you can <strong>check the campaign metrics<\/strong> (clicks, impressions, leads, total spend, frequency, etc.), then analyse if you\u2019re <strong>impacting the right members<\/strong>.<\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Target accurately according to your goals: <\/h4>\n\n\n\n<p>For awareness campaigns, LinkedIn recommends targeting by&nbsp;<strong><em>Job Function<\/em> and <em>Seniority<\/em>, <em>Skills<\/em> or <em>Job Titles<\/em>, <em>Interest<\/em>, and <em>Lookalike<\/em> audiences<\/strong>. For <strong>consideration &amp; engagement campaigns<\/strong>, they suggest&nbsp;<strong><em>Job Title<\/em> and <em>Member traits<\/em>, uploaded lists, website retargeting, and retargeting by engagement.<\/strong>&nbsp;For <strong>conversion, <\/strong>they recommend <strong>uploading lists, website retargeting, and retargeting by engagement.<\/strong><\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Avoid hyper-targeting: <\/h4>\n\n\n\n<p>According to LinkedIn, <strong>broad targeting works better than hyper targeting<\/strong>. B2B buying decisions usually involve more than one department, so it is difficult to know exactly which members make the buying decisions.<\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Provide relevant content according to the funnel: <\/h4>\n\n\n\n<p>Deliver <strong>qualified content<\/strong> based on where your leads are in the journey. You can divide your contacts into personalised audience segments to provide a customised experience.<\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Exclude members: <\/h4>\n\n\n\n<p>Exclusion is sometimes as important as inclusion. Think about members that could potentially fall within your segmentation definition but are not decision-makers or decision-influencers. Actively exclude <strong>the members you don&#8217;t need.<\/strong><\/p>\n\n\n\n<div style=\"height:64px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"730\" height=\"112\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture15.png\" alt=\"\" class=\"wp-image-6758\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture15.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture15-250x38.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture15-700x107.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture15-120x18.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture15-372x57.png 372w\" sizes=\"auto, (max-width: 730px) 100vw, 730px\" \/><\/figure>\n\n\n\n<div style=\"height:64px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Let&#8217;s drill down into inclusions and exclusions. Imagine <\/strong>your company wants to create a campaign in the UK. In the image we can see UK there are 29 million members.<\/p>\n\n\n\n<div style=\"height:64px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"682\" height=\"352\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture16.png\" alt=\"\" class=\"wp-image-6762\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture16.png 682w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture16-250x129.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture16-120x62.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture16-372x192.png 372w\" sizes=\"auto, (max-width: 682px) 100vw, 682px\" \/><\/figure>\n\n\n\n<div style=\"height:64px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Now, let&#8217;s say you are interested in impacting users who work in companies of up to 5,000 workers. If you were to specifically include members who work for companies of that size and under, i.e., \u2018myself only\u2019, \u20182-10 employees\u2019, 11-50 employees\u2019, etc., the result is an artificially low 8.6 million members.<\/p>\n\n\n\n<div style=\"height:64px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:64px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"638\" height=\"392\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture18.png\" alt=\"\" class=\"wp-image-6774\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture18.png 638w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture18-250x154.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture18-120x74.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture18-372x229.png 372w\" sizes=\"auto, (max-width: 638px) 100vw, 638px\" \/><\/figure>\n\n\n\n<div style=\"height:68px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The reason for this is that LinkedIn does not map every company with every criterion. Therefore, if you run an inclusion-based segmentation, other members will be excluded. The best option here would be to <em>exclude<\/em> companies with <em>more<\/em> than 5,000 members. As shown in the image below, the exclusion method shows 25 million members.<\/p>\n\n\n\n<div style=\"height:27px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:51px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em><strong><em><strong><em>INCLUDING members can sometimes EXCLUDE the ones you want!<\/em><\/strong><\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:68px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"628\" height=\"394\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture19.png\" alt=\"\" class=\"wp-image-6770\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture19.png 628w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture19-250x157.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture19-120x75.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture19-372x233.png 372w\" sizes=\"auto, (max-width: 628px) 100vw, 628px\" \/><\/figure>\n\n\n\n<div style=\"height:68px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Next, you can see a summary of the above explanation.<\/p>\n\n\n\n<div style=\"height:68px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"602\" height=\"304\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture20.png\" alt=\"\" class=\"wp-image-6766\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture20.png 602w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture20-250x126.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture20-120x61.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture20-372x188.png 372w\" sizes=\"auto, (max-width: 602px) 100vw, 602px\" \/><\/figure>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-consider-using-the-linkedin-audience-network\">\u00b7 <strong>Consider using the LinkedIn Audience Network: <\/strong><\/h4>\n\n\n\n<p>The&nbsp;<a href=\"https:\/\/business.linkedin.com\/es-es\/marketing-solutions\/native-advertising\/linkedin-audience-network\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>LinkedIn Audience Network<\/strong><\/a>&nbsp;is a new option that allows you to&nbsp;expand your campaign\u2019s reach by showing your ads in the LinkedIn feed and third-party publisher apps. LinkedIn respects the targeting parameters, bid &amp; budget, and it makes sure that the ads will be delivered on approved sites.&nbsp;If you want to learn more about this feature<strong>, <\/strong><a href=\"https:\/\/gotoclient.com\/en\/blog\/linkedin-audience-network-what-is-it-about-and-why-you-should-use-it-2\/\"><strong>check out our post<\/strong><\/a>. We explain all you need to know.<\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Exclude your current customers: <\/h4>\n\n\n\n<p><strong>Don\u2019t forget to <\/strong>exclude your existing customers from B2B lead generation campaigns.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\"><strong>The total active audience on <a href=\"https:\/\/gotoclient.com\/en\/services\/linkedin-ads-2\/\">LinkedIn Ads<\/a>: How to calculate it<\/strong><\/p>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>When launching LinkedIn Ads campaigns, you\u2019re not going to impact all users from your audience size. That\u2019s why it\u2019s important to know how many users you\u2019re targeting. Here\u2019s our step-by-step guide for how to calculate it:<\/p>\n\n\n\n<div style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-1-run-your-campaigns-for-1-or-2-months\"><strong>1.- Run your campaigns for 1 or 2 months<\/strong><\/h4>\n\n\n\n<p>To be as accurate as possible with your total active audience, we recommend running the campaigns for one or two months.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-2-check-your-audience-size\"><strong>2.- Check your audience size<\/strong><\/h4>\n\n\n\n<p>After running the campaigns for a while, keep an eye on your audience size. This is shown in the campaign manager (at the top right of the page).<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-3-note-your-average-frequency\"><strong>3.- <strong>Note your average frequency<\/strong><\/strong><\/h4>\n\n\n\n<p>This means the&nbsp;<strong>number of times users watch your campaign<\/strong>. You can see the frequency by going to the&nbsp;<strong>Performance chart<\/strong>&nbsp;page, displaying the&nbsp;<strong><em>Average frequency<\/em><\/strong>and adding a&nbsp;<strong>time range<\/strong>. The campaign manager will show you the&nbsp;<strong>average&nbsp;<\/strong>and the&nbsp;<strong>daily frequency<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-4-identify-the-total-impressions-number\"><strong>4.- Identify the total impressions number<\/strong><\/h4>\n\n\n\n<p>The total <strong>number of impressions<\/strong> are included in the <strong>Performance chart too.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-5-calculate-the-active-audience-in\"><strong>5.- Calculate the active audience in %<\/strong><\/h4>\n\n\n\n<p>At this point, you\u2019ll be able to calculate the active audience in %. You have <strong>to take the audience size and multiply it by the average frequency.<\/strong> Then, <strong>take the number of impressions and divide it by the previous result<\/strong>, as below:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><em>Active audience (%) = Impressions \/ (Audience size * Average frequency)<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-6-determine-the-number-of-active-users\"><strong>6.- Determine the number of active users<\/strong><\/h4>\n\n\n\n<p>Finally, you have to <strong>take the active audience in % and multiply it by the audience size<\/strong>. The formula is below:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><em>Total active audience (number of users) = Active audience * audience size<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In this <a href=\"https:\/\/gotoclient.com\/en\/blog\/how-to-calculate-the-total-active-audience-on-linkedin-ads-campaigns-2\/\"><strong>post<\/strong><\/a>, we explain these steps<strong> with an example<\/strong> to help you understand the process <strong>easier.<\/strong><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-black-color has-css-opacity has-black-background-color has-background\"\/>\n\n\n\n<div id=\"fourth\">&nbsp;<\/div>\n\n\n\n<div style=\"height:78px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading\">4. <strong>LinkedIn Ads formats: Tips and tricks<\/strong><\/h3>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>After choosing the right goal, you need to find the proper Ad format for your campaign. Read on for our tips and tricks.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-11 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">Single Image Ad<\/h3>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Single Image Ad is a&nbsp;<strong>Sponsored Content Ad type&nbsp;<\/strong>known as &#8216;<strong>native advertising<\/strong> &#8216;. They are called &#8216;native ads&#8217; because they look like a native post. They appear on unsers\u2019 LinkedIn timelines for both desktop and mobile devices.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"520\" height=\"426\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-3.png\" alt=\"\" class=\"wp-image-14793\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-3.png 520w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-3-250x205.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-3-320x262.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-3-120x98.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-3-372x305.png 372w\" sizes=\"auto, (max-width: 520px) 100vw, 520px\" \/><\/figure>\n\n\n\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<p>\u00b7 <strong>Making your audience take action is a difficult task, so it&#8217;s essential to <strong>create impactful copy with questions<\/strong>, <strong>statistics and compelling images<\/strong>.<\/strong><\/p>\n\n\n\n<p>\u00b7 If you pick this format for&nbsp;<strong>brand awareness or consideration campaigns, it is crucial to&nbsp;<\/strong>explain&nbsp;<strong>why your proposition can help&nbsp;<\/strong>and&nbsp;<strong>how you will solve a problem for your prospects.<\/strong><\/p>\n\n\n\n<p>\u00b7 <strong>Create different versions of the copy to cover the main pain points of the audience. Some should have a rational message and some should be more emotional. Experiment with different headlines.<\/strong><\/p>\n\n\n\n<p>\u00b7 <strong>Use light and dark images with a human meaning. Don\u2019t forget to write keywords in the images.<\/strong><\/p>\n\n\n\n<p>\u00b7 For <strong>LinkedIn lead generation ads<\/strong>, it&#8217;s essential to&nbsp;<strong>lead with a strong offer. i.e. a<\/strong>&nbsp;<strong>free trial<\/strong>,&nbsp;<strong>software or hardware bundles, a specific purchasing model, a&nbsp;limited-time offer with a partner\/channel program. Keep in mind that <\/strong><a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/native-advertising\/lead-gen-ads\"><strong>lead gen<\/strong> <strong>ads<\/strong><\/a><strong> are bottom of the funnel. So be up front with the value the member is getting in return for sharing their information.<\/strong><\/p>\n\n\n\n<p>\u00b7 In your copy, we recommend&nbsp;<strong>asking questions<\/strong>&nbsp;to&nbsp;<strong>engage your audience<\/strong>. Keep the&nbsp;<strong>text concise<\/strong> and try to&nbsp;e<strong>mphasise your target audience&#8217;s most significant pain point<\/strong>. Then <strong>offer an appropriate solution<\/strong>. It&#8217;s also essential to make the&nbsp;<strong>members feel like you&#8217;re speaking to them individually<\/strong>. Finally,&nbsp;<strong>avoid using negative language.<\/strong><\/p>\n\n\n\n<p>\u00b7 As <a href=\"https:\/\/www.gartner.com\/en\/sales\/glossary\/pain-points\">Gartner<\/a> states, pain points are specific problems faced by current or prospective customers in the marketplace. They include any problems the customer may experience along their journey. According to <a href=\"https:\/\/blog.hubspot.com\/sales\/uncover-business-pain\">HubSpot<\/a>, Pain points are persistent problems with a product or service that can inconvenience customers and their business. In simple terms: unsatisfied needs.<\/p>\n\n\n\n<p>\u00b7 The easiest way to identify your customer points is to ask them yourself with interviews or surveys. You can also gather insights from your sales team and your internal sales\/marketing database.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Remember to always have one paint point and one message in your CTA. It\u2019s about helping <em>them<\/em>. At the end of the day, customers care more about their business than yours.&nbsp; As <a href=\"https:\/\/visualize.com\/its-not-about-youits-about-your-customer\/\">Visualize<\/a>.say, they care about your business (or capabilities) only in the context of whether or not you can help them solve their challenges.<\/p>\n\n\n\n<div style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 Select a&nbsp;<strong>clear CTA<\/strong>, and if you&#8217;re unsure which CTA you should choose, do an A\/B test.<\/p>\n\n\n\n<p>\u00b7 A good way to capture your target audience attention is with an emotive image. Choose a <strong>bright, eye-catching and original visual<\/strong> that can explain the content of your ad. You can also make a visual impact with <strong>recognisable logos<\/strong> and images of <strong>public figures.<\/strong> Another strong look can be achieved by showing your product\/service being used by \u201creal\u201d people. Finally, you must make sure your text is <strong>readable on mobile and smaller screens.<\/strong><\/p>\n\n\n\n<div style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><a href=\"https:\/\/www.linkedin.com\/help\/lms\/answer\/111093\/single-image-ads-advertising-specifications?lang=en\" target=\"_blank\" rel=\"noreferrer noopener\">Advertising specifications<\/a>:<\/strong><\/p>\n\n\n\n<p>\u00b7 First of all, you can include an&nbsp;<strong>ad name<\/strong>&nbsp;of&nbsp;<strong>up to 255 characters<\/strong>, The ad name is optional.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Introductory text: LinkedIn allows you to add a&nbsp;<strong>maximum of 600 characters,<\/strong>&nbsp;but it&#8217;s recommended to write significantly under the limit to make sure the words don\u2019t get cut by LinkedIn<strong>.&nbsp;For desktop, LinkedIn will automatically cut copy that\u2019s over 150 characters, and for mobile that figure is approximately 90 (two lines).&nbsp;<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 For headline text, the character limit is 200, but <strong>headline text is cut once it gets above 70 characters<\/strong>.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 For the&nbsp;<strong>description<\/strong>, it is recommend to use&nbsp;<strong>approximately 100 characters<\/strong>&nbsp;to&nbsp;<strong>ensure all text appears<\/strong>, but the official&nbsp;<strong>maximum is 300 characters.<\/strong>&nbsp;However, it\u2019s important to note that the character limit can vary for ads that appear on&nbsp;<strong>third-party apps<\/strong>&nbsp;via the LinkedIn Audience Network.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The&nbsp;<strong>destination URL&nbsp;<\/strong>must contain&nbsp;<strong>up to 2000 characters.<\/strong>&nbsp;Be warned that some special characters, such as &lt; &gt; # % { } [ ] cause errors when they&#8217;re included. Finally, if you add URLs for third-party tracking, it\u2019s best not to use quotation marks within parameter settings to avoid errors.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The&nbsp;<strong>URL prefix<\/strong>&nbsp;has to be&nbsp;<strong>HTTP:\/\/ or HTTPS:\/\/.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 LinkedIn allows images with&nbsp;<strong>a maximum size of 7680 x 4320 pixels.<\/strong>&nbsp;However, it&#8217;s recommended to use an image size of 1200 x 627 pixels.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The&nbsp;<strong>file types<\/strong>&nbsp;you can include are&nbsp;<strong>JPG or PNG<\/strong>&nbsp;with a maximum&nbsp;<strong>size of 5MB<\/strong>. There are also different&nbsp;<strong>image ratios<\/strong>&nbsp;to consider:<\/p>\n\n\n\n<p>  &#8211; <strong>1.91:1:<\/strong>&nbsp;horizontal\/landscape version.<\/p>\n\n\n\n<p>  &#8211; <strong>1:1:<\/strong>&nbsp;square version.<\/p>\n\n\n\n<p>  &#8211; <strong>1:1.91:<\/strong>&nbsp;vertical version.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Finally, it must include a&nbsp;<strong>clear CTA<\/strong>&nbsp;(call to action). You can choose between&nbsp;<strong>Apply, Download, View Quote, Learn More, Sign Up, Subscribe, Register, Join Attend and Request Demo.<\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">Video Ads<\/h3>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Video Ad<\/strong> is&nbsp;also a <strong>Sponsored Content Ad type<\/strong>. There are three video formats. First of all, the&nbsp;<strong>short one<\/strong>&nbsp;(5-15 sec.), which is a&nbsp;<strong><em>&#8220;gif&#8221;&nbsp;<\/em><\/strong>or a<strong><em>&nbsp;&#8220;cliffhanger&#8221;<\/em><\/strong> to encourage users to want to learn more. The second one is the<strong>&nbsp;medium<\/strong>&nbsp;(-30 sec.), where you can include&nbsp;<strong>product summaries or interviews.<\/strong>&nbsp;Finally, the&nbsp;<strong>longest<\/strong>&nbsp;(+1 min) is used mainly to&nbsp;<strong>show client case studies, and deliver more extensive info.<\/strong><\/p>\n\n\n\n<div style=\"height:74px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"506\" height=\"690\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-4.png\" alt=\"\" class=\"wp-image-14798\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-4.png 506w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-4-250x341.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-4-320x437.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-4-120x164.png 120w\" sizes=\"auto, (max-width: 506px) 100vw, 506px\" \/><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<p>\u00b7 Show your crucial message in the first 10 seconds.<\/p>\n\n\n\n<p>\u00b7 Try to keep the&nbsp;<strong>video shorter than 30 seconds for awareness and consideration campaigns.<\/strong><\/p>\n\n\n\n<p>\u00b7 Introduce&nbsp;<strong>different images<\/strong>&nbsp;to make the video more dynamic. It&#8217;s suggested to provide the information alongside&nbsp;<strong>graphics, people and text.<\/strong><\/p>\n\n\n\n<p>\u00b7 Ideally, the message should contain a <strong>personal greeting<\/strong> and&nbsp;<strong>spell out the reason why.&nbsp;<\/strong><\/p>\n\n\n\n<p>\u00b7 Capture<strong>&nbsp;and retain your audience&#8217;s attention with good storytelling to humanise your brand.<\/strong><\/p>\n\n\n\n<p>\u00b7 Take into account that&nbsp;<strong>most LinkedIn&#8217;s members<\/strong>&nbsp;won\u2019t listen to the audio, so make sure you add<strong>&nbsp;subtitles.<\/strong><\/p>\n\n\n\n<p>\u00b7 <strong>A\/ B test as much as possible<\/strong> so you can judge the best-performing videos.<\/p>\n\n\n\n<div style=\"height:49px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/help\/lms\/answer\/85306\/video-ads-advertising-specifications?lang=en\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Advertising specifications:<\/strong><\/a><\/p>\n\n\n\n<p>\u00b7 Introductory texts are&nbsp;<strong>optional<\/strong> and have the same rules as image ads. For desktop there is a&nbsp;<strong>maximum of 600 characters allowed, but it is recommended to stay under 150 to avoid the text being cut.<\/strong> <strong>For mobile, it is recommended to stay under two lines<\/strong> (approximately 90 characters).<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 LinkedIn recommends keeping the&nbsp;<strong>headline text below 70 characters<\/strong>&nbsp;to avoid truncation on most devices, but you can use a&nbsp;<strong>maximum of 200 characters<\/strong>.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The&nbsp;<strong>video format type<\/strong>&nbsp;must be&nbsp;<strong>MP4.&nbsp;<\/strong>The<strong>&nbsp;audio format&nbsp;<\/strong>is limited to<strong>AAC or MPEG4.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The&nbsp;<strong>overall file size<\/strong>&nbsp;can be between&nbsp;<strong>75KB and 200MB<\/strong>. The <strong>video sound file<\/strong> can be <strong>a<\/strong> <strong>maximum of 64KHz<\/strong>, while <strong>video captions must be in SRT format.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 <strong>The video length can be from 3 seconds to 30 minutes<\/strong>. LinkedIn recommends a frame rate of&nbsp;<strong>30 per second.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 <strong>The most successful video ads are shorter than 15 seconds<\/strong>.<\/p>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Don&#8217;t be fooled by video hype.<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Video works powerfully at the top and middle of the funnel, but not at the bottom.<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:105px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">Carousel Ads<\/h3>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>In June 2018<\/strong>, LinkedIn launched <strong>Carousel Ads,<\/strong> which display sponsored content within a carousel structure. Companies can include up to a&nbsp;<strong>maximum of 10 customisable cards <\/strong>to draw the target audience&#8217;s attention.<\/p>\n\n\n\n<p>This ad type is best <strong>for companies that offer multiple services<\/strong> or who have a <strong>complex service offering.<\/strong><\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"576\" height=\"568\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-5.png\" alt=\"\" class=\"wp-image-14802\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-5.png 576w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-5-250x247.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-5-320x316.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-5-120x118.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-5-372x367.png 372w\" sizes=\"auto, (max-width: 576px) 100vw, 576px\" \/><\/figure>\n\n\n\n<div style=\"height:44px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<p>\u00b7 Start<strong>&nbsp;with 3 to 5 cards<\/strong>.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Tell your<strong>&nbsp;story, a customer success story&nbsp;<\/strong>or<strong>&nbsp;provide relevant information to your audience.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Use&nbsp;<strong>original images<\/strong>&nbsp;to capture your target audience\u2019s attention. The first card must make the best possible impression to encourage users to keep watching the other images.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 <strong>Make sure your Carousel Ads are relevant to your pre-defined goals.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Depending on your goals, use a&nbsp;<strong>lead gen form or landing page<\/strong>. You can also<strong> A\/B<\/strong>&nbsp;to gauge which ad performs best.<\/p>\n\n\n\n<p><strong><meta charset=\"utf-8\">\u00b7 Test your ads<\/strong>&nbsp;by running several in a different order<\/p>\n\n\n\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/help\/lms\/answer\/88137\/carousel-image-ads-advertising-specifications?lang=en#:~:text=Carousel%20image%20ads%20are%20a,that%20can%20be%20scrolled%20through.&amp;text=Recommended%20individual%20image%20spec%3A%201080,scaled%20to%20312%20x%20312px\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Advertising specifications:<\/strong><\/a><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 For&nbsp;<strong>introductory text,&nbsp;<\/strong>LinkedIn allows a maximum of 255 characters but also offers the same recommendation for the single image ad and video ad<strong>, i.e. lower than 150 characters for the desktop version and two lines (90 characters approx) for the mobile version.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 <strong>Headline text&nbsp;<\/strong>for each image card should be a<strong>&nbsp;maximum of two lines to avoid being cut.&nbsp;<\/strong>For a<strong>&nbsp;carousel ad&nbsp;<\/strong>that<strong>&nbsp;drives users to a landing page,&nbsp;<\/strong>there&#8217;s<strong>&nbsp;a 45-character limit.&nbsp;<\/strong>For <strong>CTAs on a&nbsp;lead gen form,&nbsp;<\/strong>the text must contain&nbsp;<strong>up to 30 characters.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The&nbsp;<strong>destination URL&nbsp;<\/strong>must contain&nbsp;<strong>up to 2000 characters.&nbsp;<\/strong>It has to&nbsp;<strong>begin with HTTP:\/\/ or HTTPS:\/\/.<\/strong>&nbsp;The&nbsp;<strong>URL prefix<\/strong>&nbsp;has to begin with&nbsp;<strong>HTTP:\/\/ or HTTPS:\/\/.<\/strong>&nbsp;Some special characters, such as &lt; &gt; # % { } [ ] and others cause errors when they&#8217;re included. When adding URLs for third-party tracking, it\u2019s best not to use quotation marks within parameter settings.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The&nbsp;<strong>file type<\/strong>&nbsp;must be&nbsp;<strong>JPG or PNG<\/strong>&nbsp;with a<strong>&nbsp;ratio of 1:1.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The&nbsp;<strong>max image dimensions are 4320 x 4320 px.&nbsp;<\/strong>It&#8217;s advisable to add images with&nbsp;<strong>1080 x 1080 px<\/strong>&nbsp;to avoid grey mailboxes around the images, which is a bad look for your target audience.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 LinkedIn allows the inclusion of between&nbsp;<strong>2 and 10 cards<\/strong>&nbsp;with a&nbsp;<strong>maximum file size of 10MB.&nbsp;<\/strong>It&#8217;s important to note that it&#8217;s&nbsp;<strong>not possible to add videos to a carousel.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 You can choose one of the following&nbsp;<strong>CTAs: Apply, Download, View Quote, Learn More, Sign Up, Subscribe, Register, Join Attend and Request Demo.<\/strong><\/p>\n\n\n\n<p>\u00b7 Carousel Ads can be directed to&nbsp;<strong>different URLs<\/strong>, but all carousel ads&nbsp;<strong>will be linked to the same lead gen form if the lead gen form is chosen.<\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">*Message Ads<\/h3>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Message Ads are <strong>one of the most customisable ad types.<\/strong> Because&nbsp;they are sent directly to a user\u2019s<strong> LinkedIn mailbox, you have the licence to customise the body text<\/strong>. This LinkedIn ad type is the best one if you want to spend the extra time to <strong>give your target audience a more personalised experience.&nbsp;<\/strong><\/p>\n\n\n\n<p>Message Ads are <strong>one of the most customisable ad types.<\/strong> Because&nbsp;they are sent directly to a user\u2019s<strong> LinkedIn mailbox, you have the licence to customise the body text<\/strong>. This LinkedIn ad type is the best one if you want to spend the extra time to <strong>give your target audience a more personalised experience.&nbsp;<\/strong><\/p>\n\n\n\n<p>*<em>The Sponsored Messaging <\/em><em>has had <strong>temporary pauses or adjustments<\/strong> <strong>in certain countries<\/strong> (like the EU) at different times due to <strong>changes in data privacy laws<\/strong>, especially around <strong>GDPR<\/strong> and new <strong>ePrivacy regulations<\/strong>, but <\/em>as of 2025<em>, <strong>Sponsored Messaging is still active<\/strong> on LinkedIn.<\/em><\/p>\n\n\n\n<p><em>&nbsp;For example:<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>In <strong>December 2021<\/strong>, LinkedIn <strong>made adjustments<\/strong> for certain Sponsored Messaging formats to comply with <strong>ePrivacy<\/strong> in Europe, but it <strong>was not a full suspension<\/strong> worldwide.<\/em><\/li>\n\n\n\n<li><em>LinkedIn now requires <strong>explicit consent<\/strong> (opt-in) in some regions for receiving Sponsored Messages.<\/em><\/li>\n<\/ul>\n\n\n\n\n\n<p><a href=\"https:\/\/blog.hubspot.com\/marketing\/online-advertising\"><\/a><\/p>\n\n\n\n<p>Use<strong>&nbsp;up to 20 characters for the CTAs.<\/strong><\/p>\n\n\n\n<p><strong>Key recommendations:<\/strong><ul><li>LinkedIn recommends launching message ads on\u00a0<strong>Tuesday and Wednesday.<\/strong><\/li><\/ul><ul><li><strong>High title senders<\/strong>, such as CEOs,<strong>\u00a0have higher open rates<\/strong>.<\/li><\/ul><ul><li>Spend heavier at the beginning of your campaign. The<strong>\u00a0LinkedIn algorithm will only update for each audience member every 45 days.\u00a0<\/strong>Therefore, spreading your spending evenly doesn\u2019t make sense.<\/li><\/ul><ul><li>Run on<strong>\u00a0total budget mode rather than daily mode.<\/strong><\/li><\/ul><ul><li>Focus your content on\u00a0<strong>how your target audience can benefit from the conversation.<\/strong><\/li><\/ul><ul><li>Start your message with a\u00a0<strong>personal introduction<\/strong>\u00a0and explain the\u00a0<strong>reason why you&#8217;re contacting them.<\/strong>\u00a0Keep the copy short (under 500 characters) and add emphasis with bullets, italics, bold and underline.<\/li><\/ul><ul><li>Use ads with\u00a0<strong>posts, webinars or industry trends<\/strong>\u00a0to increase awareness and consideration. Run message ads for the decision phase.<\/li><\/ul><ul><li>Depending on the campaign goals, it might be a good idea to share\u00a0<strong>product demonstrations or tutorials<\/strong>\u00a0to in order to\u00a0<strong>attract leads.<\/strong><\/li><\/ul><ul><li>It&#8217;s a good idea to use an image banner to create an impact on your audience.<\/li><\/ul><ul><li>If you have low CTR, review the content to ensure the offer is engaging and makes sense for the audience. Also, make sure the text is optimised for mobile.<\/li><\/ul><ul><li>Include a\u00a0<strong>short, customised and powerful subject line<\/strong>, with the keywords such as the following:\u00a0<em><strong>&#8220;Thank you&#8221;, &#8220;Exclusive invitation&#8221;, &#8220;Connect&#8221;, &#8220;Job opportunities&#8221;\u00a0<\/strong><\/em><strong>and<\/strong><em><strong>\u00a0&#8220;Join&#8221;<\/strong><\/em><strong>.<\/strong><\/li><\/ul><\/p>\n\n\n\n<p><strong>The text should be interactive<\/strong>, and if you&nbsp;<strong>add additional hyperlinks,&nbsp;<\/strong>the&nbsp;<strong>CTR can increase by up to 21%<\/strong>.&nbsp;<strong>CTA<\/strong>&nbsp;usually contains the following&nbsp;<strong>keywords:&nbsp;<\/strong><em><strong>&#8220;Test&#8221;, &#8220;Free&#8221;, &#8220;Today&#8221;, &#8220;Click&#8221;<\/strong><\/em><strong>&nbsp;and&nbsp;<\/strong><em><strong>&#8220;Apply&#8221;<\/strong><\/em><strong>.<\/strong>&nbsp;Use CTAs that communicate what users can expect on your landing page.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/help\/lms\/answer\/68895\/message-ads-advertising-specifications?lang=en\"><strong>Advertising<\/strong><strong> specifications:<\/strong><\/a><strong> <\/strong><ul><li><strong>Name your ads by using 255 characters<\/strong>\u00a0(spaces included).<\/li><\/ul><ul><li>The\u00a0<strong>message subject<\/strong>\u00a0must be shorter than<strong>\u00a060 characters<\/strong>, including spaces and punctuation.<\/li><\/ul><ul><li><strong>The message text<\/strong>\u00a0must be shorter than<strong>\u00a01500 characters<\/strong>.<\/li><\/ul><ul><li>In the hyperlinked text in the message,<strong>\u00a0<\/strong>use up to\u00a0<strong>70 characters.<\/strong><\/li><\/ul><ul><li>You can\u00a0<strong>add an optional custom footer<\/strong>\u00a0with a\u00a0<strong>maximum of 2,500 characters.<\/strong><\/li><\/ul><ul><li>LinkedIn adds its\u00a0<strong>profile image in the sender image.<\/strong><\/li><\/ul><ul><li>The banner image is optional. The file type must be JPG, GIF or PNG with\u00a0<strong>300 x 250 px\u00a0<\/strong>and a maximum file size of\u00a0<strong>2MB.<\/strong><\/li><\/ul><ul><li>The\u00a0<strong>landing page URL\u00a0<\/strong>must contain\u00a0<strong>up to 1,024 characters.\u00a0<\/strong>It has to\u00a0<strong>begin with HTTP:\/\/ or HTTPS:\/\/.<\/strong>\u00a0Some special characters, such as &lt; > # % { } [ ] can cause errors. Finally, if you add URLs for third-party tracking, don&#8217;t use quotation marks within parameter settings.<\/li><\/ul><\/p>\n\n\n\n<div style=\"height:44px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"438\" height=\"362\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture24.png\" alt=\"Message Ads are one of the most customisable linkedIn Ads\" class=\"wp-image-6794\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture24.png 438w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture24-250x207.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture24-120x99.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture24-372x307.png 372w\" sizes=\"auto, (max-width: 438px) 100vw, 438px\" \/><\/figure>\n\n\n\n<p><a href=\"https:\/\/blog.hubspot.com\/marketing\/online-advertising\"><\/a><\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<p>\u00b7 LinkedIn recommends launching message ads on&nbsp;<strong>Tuesday and Wednesday.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 <strong>High title senders<\/strong>, such as CEOs,<strong>&nbsp;have higher open rates<\/strong>.<\/p>\n\n\n\n<p><meta charset=\"utf-8\"><\/meta>\u00b7 Spend heavily at the beginning of your campaign. The<strong>\u00a0LinkedIn algorithm will only update for each audience member every 45 days.\u00a0<\/strong>Therefore, spreading your spending evenly doesn\u2019t make sense.<\/p>\n\n\n\n<p><meta charset=\"utf-8\"><\/meta>\u00b7 Run in<strong>\u00a0total budget mode rather than daily mode.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Focus your content on&nbsp;<strong>how your target audience can benefit from the conversation.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Start your message with a&nbsp;<strong>personal introduction<\/strong>&nbsp;and explain the&nbsp;<strong>reason why you&#8217;re contacting them.<\/strong>&nbsp;Keep the copy short (under 500 characters) and add emphasis with bullets, italics, bold and underline.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Use ads with&nbsp;<strong>posts, webinars or industry trends<\/strong>&nbsp;to increase awareness and consideration. Run message ads for the decision phase.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Depending on the campaign goals, it might be a good idea to share&nbsp;<strong>product demonstrations or tutorials<\/strong>&nbsp;to in order to&nbsp;<strong>attract leads.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 It&#8217;s a good idea to use an image banner to create an impact on your audience.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 If you have low CTR, review the content to ensure the offer is engaging and makes sense for the audience. Also, make sure the text is optimised for mobile.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Include a&nbsp;<strong>short, customised and powerful subject line<\/strong>, with the keywords such as the following:&nbsp;<em><strong>&#8220;Thank you&#8221;, &#8220;Exclusive invitation&#8221;, &#8220;Connect&#8221;, &#8220;Job opportunities&#8221;&nbsp;<\/strong><\/em><strong>and<\/strong><em><strong>&nbsp;&#8220;Join&#8221;<\/strong><\/em><strong>.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 <strong>The text should be interactive<\/strong>, and if you&nbsp;<strong>add additional hyperlinks,&nbsp;<\/strong>the&nbsp;<strong>CTR can increase by up to 21%<\/strong>.&nbsp;<strong>CTA<\/strong>&nbsp;usually contains the following&nbsp;<strong>keywords:&nbsp;<\/strong><em><strong>&#8220;Test&#8221;, &#8220;Free&#8221;, &#8220;Today&#8221;, &#8220;Click&#8221;<\/strong><\/em><strong>&nbsp;and&nbsp;<\/strong><em><strong>&#8220;Apply&#8221;<\/strong><\/em><strong>.<\/strong>&nbsp;Use CTAs that communicate what users can expect on your landing page.<\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><br><\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/help\/lms\/answer\/68895\/message-ads-advertising-specifications?lang=en\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Advertising specifications:<\/strong><\/a><br><\/p>\n\n\n\n<p>\u00b7 <strong>Name your ads by using 255 characters<\/strong>&nbsp;(spaces included).<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The&nbsp;<strong>message subject<\/strong>&nbsp;must be shorter than<strong>&nbsp;60 characters<\/strong>, including spaces and punctuation.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 <strong>The message text<\/strong>&nbsp;must be shorter than<strong>&nbsp;1500 characters<\/strong>.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 In the hyperlinked text in the message,<strong>&nbsp;<\/strong>use up to&nbsp;<strong>70 characters.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 You can&nbsp;<strong>add an optional custom footer<\/strong>&nbsp;with a&nbsp;<strong>maximum of 2,500 characters.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 LinkedIn adds its&nbsp;<strong>profile image in the sender image.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The banner image is optional. The file type must be JPG, GIF or PNG with&nbsp;<strong>300 x 250 px&nbsp;<\/strong>and a maximum file size of&nbsp;<strong>2MB.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The&nbsp;<strong>landing page URL&nbsp;<\/strong>must contain&nbsp;<strong>up to 1,024 characters.&nbsp;<\/strong>It has to&nbsp;<strong>begin with HTTP:\/\/ or HTTPS:\/\/.<\/strong>&nbsp;Some special characters, such as &lt; &gt; # % { } [ ] can cause errors. Finally, if you add URLs for third-party tracking, don&#8217;t use quotation marks within parameter settings.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Use<strong>&nbsp;up to 20 characters for the CTAs.<\/strong><\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">Text Ads<\/h3>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Text ads show only on<strong> the desktop version<\/strong> located at the top of LinkedIn pages.<\/p>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"362\" height=\"276\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture25.png\" alt=\"Text ads of LinkedIn Ads\" class=\"wp-image-6798\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture25.png 362w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture25-250x191.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture25-120x91.png 120w\" sizes=\"auto, (max-width: 362px) 100vw, 362px\" \/><\/figure>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<p>\u00b7 As we mentioned before,&nbsp;<strong>text ads are only shown on the desktop version of LinkedIn<\/strong>. Use these if you have&nbsp;<strong>higher traffic on desktop than mobile.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 It&#8217;s essential to&nbsp;<strong>create an eye-catching offer to get the attention of the target.<\/strong>&nbsp;Also, it&#8217;s&nbsp;<strong>advisable to turn off ads that are not performing well<\/strong>.&nbsp;&nbsp;<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Always add an image.&nbsp;<strong>Professional images<\/strong>&nbsp;have a&nbsp;<strong>more significant impact<\/strong>&nbsp;when it&nbsp;<strong>tells a human story<\/strong>.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Ads that show&nbsp;<strong>a strong CTA<\/strong>&nbsp;(call-to-action), such as&nbsp;<em><strong>&#8220;Sign up now!&#8221;&nbsp;<\/strong><\/em><strong>or<\/strong><em><strong>&nbsp;&#8220;Sign up today!&#8221;<\/strong><\/em>&nbsp;usually <strong>perform better<\/strong>.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 We suggest starting with&nbsp;<strong>2 or 3 active ad variations&nbsp;<\/strong>per campaign.<\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><br> <\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/help\/lms\/answer\/71241\/text-ads-advertising-specifications?lang=en\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Advertising specifications:<\/strong><\/a><\/p>\n\n\n\n<p>\u00b7 According to LinkedIn&#8217;s specifications, the&nbsp;<strong>logo image dimensions<\/strong>&nbsp;must be&nbsp;<strong>100 x 100 pixels<\/strong>.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 There is a maximum length of&nbsp;<strong>25 characters<\/strong>&nbsp;on&nbsp;<strong>the ad&#8217;s headline<\/strong>, including spaces.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 <strong>The ad description<\/strong>&nbsp;is a <strong>maximum of 75 characters<\/strong>.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The&nbsp;<strong>landing page URL&nbsp;<\/strong>must contain&nbsp;<strong>up to 500 characters.&nbsp;<\/strong>It has to&nbsp;<strong>begin with HTTP:\/\/ or HTTPS:\/\/.<\/strong>&nbsp;Some special characters, such as &lt; &gt; # % { } [ ] and others may cause errors. It\u2019s best not to use quotation marks within parameter settings to avoid errors.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Text Ads can appear in one of the following sizes: 300 x 250, 700 x 17, 160 x 600, 728 x 90, and 496 x 80.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 You can choose between these available&nbsp;<strong>CTAs: Apply, Download, View Quote, Learn More, Sign Up, Subscribe, Register, Join Attend and Request Demo.<\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">Conversation Ads<\/h3>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>A<strong> Conversation Ad <\/strong>is based on <strong>having a&nbsp;conversation with your target audience. <\/strong>For maximum effect, co-ordinate the<strong> CTAs <\/strong>with the<strong> different content and offers. <\/strong>This will ensure they <strong>maintain and their interest.<\/strong><\/p>\n\n\n\n<div style=\"height:52px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"310\" height=\"536\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture26.png\" alt=\"Conversation Ad: having a conversation with your target audience\" class=\"wp-image-6802\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture26.png 310w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture26-250x432.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture26-120x207.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture26-253x437.png 253w\" sizes=\"auto, (max-width: 310px) 100vw, 310px\" \/><\/figure>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><br> <\/p>\n\n\n\n<p>\u00b7 If your team decides to launch a <strong>consideration campaign<\/strong>, we recommend you link<strong> blog posts<\/strong>, <strong>pre-recorded webinars<\/strong> <strong>or share industry trends and analysis<\/strong>.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 In <strong>lead generation campaigns<\/strong>, you should share <strong>product demos or tutorials<\/strong>, <strong>customer success stores<\/strong> or<strong> invite prospects to attend an event<\/strong>.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Remember to <strong>introduce yourself, including your name, title and the company you represent<\/strong>.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Your conversation should have <strong>2 to 5 layers<\/strong>, and at least <strong>2 CTA buttons<\/strong>.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 We recommend you avoid using negative CTAs such as &#8220;<strong>Not interested&#8221; or &#8220;No thanks&#8221; CTAs.<\/strong> Also, <strong>keep your copy short and simple<\/strong> with a<strong>n authentic human tone.<\/strong><\/p>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><br> <\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/help\/lms\/answer\/119094\/conversation-ads-advertising-specifications?lang=en\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Advertising specifications:<\/strong><\/a><\/p>\n\n\n\n<p>\u00b7 <strong>Name your ads by using 255 characters<\/strong>&nbsp;(spaces included).<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Choose one of the<strong>&nbsp;available senders or add a new one.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Include a&nbsp;<strong>300 x 250 px JPG or PNG banner with a maximum file size of 2MB.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 You can upload an image up to&nbsp;<strong>250 x 250 px<\/strong>&nbsp;<strong>that is a JPG or PNG and up to 5MB.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Use an&nbsp;<strong>intro message of up to 500 characters<\/strong>&nbsp;(spaces and punctuation included).<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The&nbsp;<strong>message subject&nbsp;<\/strong>must be shorter than&nbsp;<strong>60 characters.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 <strong>Message text&nbsp;<\/strong>has to include up to&nbsp;<strong>500 characters.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 You can include a&nbsp;<strong>custom footer<\/strong>&nbsp;with a&nbsp;<strong>maximum of 2,500 characters<\/strong>.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 You can also&nbsp;<strong>insert 5 buttons<\/strong>&nbsp;with&nbsp;<strong>20 characters on each.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The&nbsp;<strong>landing page URL&nbsp;<\/strong>must contain&nbsp;<strong>up to 2,000 characters.&nbsp;<\/strong>It has to&nbsp;<strong>begin with HTTP:\/\/ or HTTPS:\/\/.<\/strong>&nbsp;Some special characters, such as &lt; &gt; # % { } [ ] and others can cause errors when they&#8217;re included. To avoid errors when adding URLs for third-party tracking, don&#8217;t use quotation marks within the parameter settings.<\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\"><strong>Event Ads<\/strong><\/h3>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Event Ads <\/strong>help to <strong>expand the reach<\/strong> and <strong>impact of your events for the professionals you really need to be there.<\/strong> In addition, LinkedIn <strong>provides reporting metrics<\/strong>, such as <strong>engagements that convert to registrations<\/strong>, making it easy <strong>to demonstrate ROI<\/strong>.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div style=\"height:51px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"536\" height=\"326\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-6.png\" alt=\"\" class=\"wp-image-14808\" style=\"width:464px;height:282px\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-6.png 536w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-6-250x152.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-6-320x195.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-6-120x73.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-6-372x226.png 372w\" sizes=\"auto, (max-width: 536px) 100vw, 536px\" \/><\/figure>\n\n\n\n<div style=\"height:51px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p><strong>Key recommendations:&nbsp;<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 This format is <strong>only available for brand awareness, website visits or engagement goals<\/strong>. For optimum results, make sure your event is focused in these areas.<\/p>\n\n\n\n<p>\u00b7 You need to create a <strong>LinkedIn Event page<\/strong> for users who click the ad. Make sure you focus your efforts equally on the ad and the Event page.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 If you have to <strong>change the event page URL<\/strong>, you will need to <strong>duplicate your ads and insert the new link.<\/strong><\/p>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/help\/lms\/answer\/111090\/dynamic-ads-follower-format-advertising-specifications?lang=en\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Advertising specifications:<\/strong><\/a><\/p>\n\n\n\n<p>\u00b7 First, you have to include the <strong>event name<\/strong> with a maximum of <strong>255 characters<\/strong>.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 You can also include <strong>introductory text<\/strong> with a maximum of <strong>600 characters. <\/strong>However, LinkedIn recommends using only <strong>150.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The <strong>image<\/strong> must have a <strong>4:1 aspect radio<\/strong>. It will be pulled from the Event page to populate the Event Ad.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The&nbsp;<strong>landing page URL&nbsp;<\/strong>can contain&nbsp;<strong>up to 2,000 characters.&nbsp;<\/strong>It has to&nbsp;<strong>begin with HTTP:\/\/ or HTTPS:\/\/.<\/strong><\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">Follower Ads<\/h3>\n<\/div><\/div>\n\n\n\n<div style=\"height:54px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>This format allows companies to promote and encourage members to <strong>follow their LinkedIn Page or Showcase Page<\/strong>. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"320\" height=\"264\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture27.png\" alt=\"Follower Ads: This format allows companies to promote and encourage members to follow their LinkedIn Page or Showcase Page\" class=\"wp-image-6806\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture27.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture27-250x206.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture27-120x99.png 120w\" sizes=\"auto, (max-width: 320px) 100vw, 320px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p><strong>Key recommendations: <\/strong><\/p>\n\n\n\n<p>\u00b7 Use this format for brand awareness and consideration (engagement) campaigns. LinkedIn has introduced a follow button that allows advertisers to gain new followers.<\/p>\n\n\n\n<p>\u00b7 Add the users&#8217; name and profile image to provide a customised experience. <\/p>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/help\/lms\/answer\/111090\/dynamic-ads-follower-format-advertising-specifications?lang=en\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Advertising specifications:<\/strong><\/a><\/p>\n<\/div><\/div>\n\n\n\n<p>\u00b7 The <strong>company name <\/strong>can be <strong>up to 25 characters.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The&nbsp;<strong>ad description&nbsp;<\/strong>can be up to&nbsp;<strong>70 characters<\/strong>. You can choose from one of the suggested options or write your own text. However, LinkedIn only translates suggested options into a different language.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Up to&nbsp;<strong>50 characters<\/strong>&nbsp;can be used in the&nbsp;<strong>ad headline.<\/strong>&nbsp;Also, you can choose from one of the suggested options or write your own text. The translation criteria is the same as above.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 <strong>The minimum ad image<\/strong>&nbsp;size is&nbsp;<strong>100 x 100 px for JPG or PNG.<\/strong>&nbsp;Companies with smaller logos may appear pixelated. Larger logos will be automatically reduced to 100 x 100 px.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 <strong>If members don&#8217;t have a profile image<\/strong>, the <strong>company logo will be centred<\/strong>. Also, if member names are not available, LinkedIn will use&nbsp;<strong>&#8220;LinkedIn member&#8221;.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The CTA options are:&nbsp;\u201c<strong>visit the company\u201d<\/strong>&nbsp;(redirects to the page tab of your LinkedIn Page),&nbsp;<strong>visit jobs<\/strong>&nbsp;(redirects to the jobs tab), and&nbsp;<strong>visit life <\/strong>(redirects to the life tab).<\/p>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">Spotlight Ads:<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Through this format, your company can <strong>showcase products, services, events, content, and so on<\/strong>. People who click your ad will be <strong>redirected to your website or landing page<\/strong>.<\/p>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"416\" height=\"338\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture28.png\" alt=\"Spotlight Ads:  your company can showcase your products, services, events, content, and so on.\" class=\"wp-image-6810\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture28.png 416w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture28-250x203.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture28-120x98.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture28-372x302.png 372w\" sizes=\"auto, (max-width: 416px) 100vw, 416px\" \/><\/figure>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations: <\/strong><\/p>\n\n\n\n<p>\u00b7 Use this format for <strong>brand awareness, consideration (engagement) and conversion (job applicants) campaigns<\/strong>.<\/p>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/help\/lms\/answer\/111091\/dynamic-ads-spotlight-format-advertising-specifications?lang=en\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Advertising specifications:<\/strong><\/a><\/p>\n\n\n\n<p>\u00b7 The&nbsp;<strong>ad description&nbsp;<\/strong>has to fit within&nbsp;<strong>70 characters<\/strong>, including spaces. LinkedIn won&#8217;t translate the text automatically.<\/p>\n\n\n\n<p>\u00b7 Up to&nbsp;<strong>50 characters<\/strong>&nbsp;should be used in the&nbsp;<strong>ad headline.<\/strong>&nbsp;LinkedIn won&#8217;t translate the text automatically.<\/p>\n\n\n\n<p>\u00b7 The&nbsp;<strong>CTA<\/strong>&nbsp;can contain a maximum of&nbsp;<strong>18 characters.<\/strong><\/p>\n\n\n\n<p>\u00b7&nbsp;<strong>Company&#8217;s name<\/strong>&nbsp;should fit within<strong>&nbsp;25 characters<\/strong>.<\/p>\n\n\n\n<p>\u00b7 The&nbsp;<strong>ad size image&nbsp;<\/strong>must be&nbsp;<strong>100 x 100 pixels<\/strong>&nbsp;<strong>for JPG or PNG.<\/strong>&nbsp;Companies with smaller logos may appear pixelated. On the other hand, companies with larger logos will be reduced to 100 x 100 px.<\/p>\n\n\n\n<p>\u00b7 You can introduce an optional&nbsp;<strong>background image<\/strong>&nbsp;and 2MB or less. Its size is 300 x 250 pixels. However, note that this format removes the ad description and member profile image.<\/p>\n\n\n\n<p>\u00b7 The&nbsp;<strong>company logo<\/strong>&nbsp;and&nbsp;<strong>the background images&nbsp;<\/strong>have to be&nbsp;<strong>JPG or PNG<\/strong>&nbsp;with a file size of&nbsp;<strong>2MB.<\/strong><\/p>\n\n\n\n<p>\u00b7 You must add a&nbsp;<strong>landing page URL&nbsp;<\/strong>with a maximum of&nbsp;<strong>500 characters.&nbsp;<\/strong>It has to&nbsp;<strong>begin with HTTP:\/\/ or HTTPS:\/\/.<\/strong>&nbsp;Some special characters, such as &lt; &gt; # % { } [ ] and others cause errors when they&#8217;re included. Finally, if you add URLs for third-party tracking, don&#8217;t use quotation mark characters within parameter settings to avoid technical errors.<\/p>\n\n\n\n<p>\u00b7&nbsp;<strong>If members don&#8217;t have a profile image<\/strong>, the c<strong>ompany logo will be centred<\/strong>. Also, if member names are not available, LinkedIn will use&nbsp;<strong>&#8220;LinkedIn member&#8221;.<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">Jobs Ads:<\/h3>\n\n\n\n<p>Job Ads allows your company to <strong>encourage relevant candidates to apply to roles at your company<\/strong>. You can promote one or more job opportunities to qualified LinkedIn members based on members&#8217; skills and experience.<\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"268\" height=\"226\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture29.png\" alt=\"Job Ads allows your company to encourage relevant candidates to apply with your company\" class=\"wp-image-6814\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture29.png 268w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture29-250x211.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture29-120x101.png 120w\" sizes=\"auto, (max-width: 268px) 100vw, 268px\" \/><\/figure>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<p>\u00b7 Job Ads are only used for <strong>job applicant campaigns<\/strong>.<\/p>\n\n\n\n<p>\u00b7 It&#8217;s vital to <strong>write personalised and attractive copy<\/strong> <strong>to attract the best candidates.<\/strong><\/p>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/help\/lms\/answer\/72819\/dynamic-jobs-ads-for-talent-media-advertising-specifications?lang=en\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Advertising specifications:<\/strong><\/a><\/p>\n\n\n\n<p>\u00b7 <strong>The Ad description <\/strong>can contain a maximum of <strong>70 characters<\/strong>.<\/p>\n\n\n\n<p>\u00b7 The <strong>company name<\/strong> <strong>can contain a maximum of 25 characters<\/strong>.<\/p>\n\n\n\n<p>\u00b7 The company logo must have a minimum <strong>ad size<\/strong> of <strong>100 x 100 pixels.<\/strong><\/p>\n\n\n\n<p>\u00b7 Choose one of the&nbsp;<strong>pre-set CTAs or add your own CTA.<\/strong>&nbsp;For &#8220;Picture Yourself&#8221; and &#8220;Jobs Page&#8221; ads, the CTA is automated. You can customise the CTA for the &#8220;Jobs of Interest&#8221; ad. However, customised CTAs won&#8217;t be translated automatically.<\/p>\n\n\n\n<div style=\"height:108px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">Lead Gen Forms<\/h3>\n\n\n\n<div style=\"height:21px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Use lead gen forms to capture&nbsp;<strong>qualified leads<\/strong> <strong>with data retrieved from their LinkedIn profile<\/strong>. Use these <strong>only for conversion goals<\/strong> and <strong>Sponsored Content &amp; Message ad formats<\/strong>.<\/p>\n\n\n\n<p><strong>Because Lead Gen forms allow users to stay on the LinkedIn platform, they <\/strong>perform <strong>better<\/strong> <strong>than a classical landing page<\/strong>. All the user has to do <strong>is fill in the contact address fields.<\/strong> <strong>The process is easier and faster<\/strong> than using a landing page.&nbsp; We estimate form completion rates to be between 5% and 10%.<\/p>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><em><strong><em>Lead gen forms are the centre of LinkedIn ads lead generation strategies<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"456\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture30.png\" alt=\"Lead gen forms are the centre of lead generation strategies carried with LinkedIn Ads\" class=\"wp-image-6818\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture30.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture30-120x219.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture30-240x437.png 240w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/><\/figure>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<p>\u00b7 Make sure you save lead gen forms for <strong>conversion goals<\/strong>.<\/p>\n\n\n\n<p><meta charset=\"utf-8\"><\/meta>\u00b7 Don\u2019t use more<strong> than 5 pre-filled fields<\/strong>. Users can feel uncomfortable when there are more than 5 questions. <strong>3-4 questions<\/strong>\u00a0will increase your form-completion rate. If you have high form opens but a low conversion rate, consider removing some fields.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The easier the user experience, the more completions you will receive. That&#8217;s why we recommend&nbsp;<strong>using pre-filled questions where possible.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\"><\/meta>\u00b7 In case you need to use custom questions, it\u2019s best to make it easy for respondents by offering them\u00a0<strong>multiple-choice.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 If you want to&nbsp;<strong>ask more than 5 questions or include open questions<\/strong>, we recommend&nbsp;<strong>testing more than one form to see which works better.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\"><\/meta>\u00b7 Make sure your form&#8217;s messaging is consistent and relevant to your audience. Your <strong>copy, image, and CTA must all be in synch<\/strong>. Again, you can A \/ B\u00a0<strong>test more than one form<\/strong>\u00a0to see\u00a0<strong>which works best<\/strong>.<\/p>\n\n\n\n<p><meta charset=\"utf-8\"><\/meta>\u00b7 You should\u00a0<strong>check that your form&#8217;s copy is not cut<\/strong>. Use the\u00a0<strong>preview tool<\/strong>\u00a0to check this.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 When users click the ad and go to the form, they are at the&nbsp;<strong>bottom of the funnel<\/strong>. Be <strong>fully transparent with the value<\/strong>&nbsp;the user will get after they submit the form.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Once submitted, the&nbsp;<strong>content form cannot be edited<\/strong>.&nbsp;If you or your team <strong>need to make a change<\/strong>,&nbsp;you will have to start over and <strong>re-create it<\/strong>.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 It&#8217;s recommended&nbsp;<strong>to update the lead gen form every two months<\/strong>&nbsp;to prevent &nbsp;the content from becoming outdated.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Make sure you develop a qualified follow-up.<strong>&nbsp;Include information like how and when you will contact them.<\/strong><\/p>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><br><a href=\"https:\/\/www.linkedin.com\/help\/lms\/answer\/85931\/lead-gen-form-specifications?lang=en#:~:text=Lead%20Gen%20Forms%20are%20templates,member's%20contact%20and%20profile%20information.\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Advertising specifications:<\/strong><\/a><\/p>\n\n\n\n<p>\u00b7 <strong>Form name&nbsp;<\/strong>can be a maximum of <strong>256 characters<\/strong>.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The&nbsp;<strong>form language<\/strong>&nbsp;must be&nbsp;<strong>the same as you&#8217;ve chosen for your campaign.<\/strong><\/p>\n\n\n\n<p><strong><meta charset=\"utf-8\">\u00b7 Offers headline&nbsp;<\/strong>cannot be blank and can include&nbsp;<strong>up to 60 characters<\/strong>.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 Finally,&nbsp;<strong>offers&nbsp;<\/strong>have a<strong>&nbsp;160 character limit<\/strong>, but they will be cut after&nbsp;<strong>70 characters.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The&nbsp;<strong>landing page URL<\/strong>&nbsp;can contain up to&nbsp;<strong>2,000 characters,&nbsp;<\/strong>and it&nbsp;<strong>must include HTTP:\/\/ or HTTPS:\/\/.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The&nbsp;<strong>privacy policy<\/strong> can be a maximum of&nbsp;<strong>2,000 characters.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 The&nbsp;<strong>CTA<\/strong>&nbsp;can include up to&nbsp;<strong>20 characters<\/strong>&nbsp;and the confirmation message up to&nbsp;<strong>300 characters.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 LinkedIn allows&nbsp;<strong>12 question fields.&nbsp;<\/strong>The available information to ask in the lead gen form is the following:<\/p>\n\n\n\n<p><strong>   &#8211;  Contact:&nbsp;<\/strong>First name, last name, email address, LinkedIn Profile URL, phone number, city, State\/Province, Country\/Region, Postal\/Zip code, Work email, Work phone number.<\/p>\n\n\n\n<p><strong>   &#8211; Work:&nbsp;<\/strong>Job title, function and seniority.<\/p>\n\n\n\n<p>   <strong>&#8211; Company:&nbsp;<\/strong>Company name and company size.<\/p>\n\n\n\n<p>   <strong>&#8211; Industry:&nbsp;<\/strong>Education degree, the field of study, university\/school, start date, graduation date.<\/p>\n\n\n\n<p><strong>   &#8211; Demographic:&nbsp;<\/strong>Gender.<\/p>\n\n\n\n<p><meta charset=\"utf-8\">\u00b7 You can include&nbsp;<strong>3 optional custom questions<\/strong>&nbsp;with a&nbsp;<strong>maximum of 100 characters in each.<\/strong>&nbsp;Custom questions count towards the 12-question maximum. The custom questions can use&nbsp;<strong>multiple choice<\/strong> or a&nbsp;<strong>single line of text.<\/strong><\/p>\n\n\n\n<p><meta charset=\"utf-8\"><\/meta>\u00b7 If you prefer, you can add up to\u00a0<strong>5 custom checkboxes, up to 500 character,s<\/strong>\u00a0to get members to consent to you using their data. Custom checkboxes don&#8217;t count towards the 12-question maximum.<\/p>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\"><strong>Click to Message Ads <\/strong><\/h3>\n\n\n\n<div style=\"height:21px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><strong><ins>Click to Message Ads<\/ins><\/strong> is designed to enable direct interactions between users and brands through personalised conversations. It blends the reach of Sponsored Content with the engagement dynamics of Message Ads, creating a more conversational experience.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>This format is especially useful for: <\/li>\n\n\n\n<li>Driving high-intent interactions during lead generation campaigns<\/li>\n\n\n\n<li>Qualifying prospects via guided conversations<\/li>\n\n\n\n<li>Offering tailored information based on user choices<\/li>\n\n\n\n<li>Reducing friction in the early stages of the buyer journey<\/li>\n<\/ul>\n\n\n\n<p><strong>When to use Click to Message Ads:<\/strong> o To initiate direct conversations with decision-makers in a scalable yet personal way<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>When you want to guide users through a predefined set of options or questions<\/li>\n\n\n\n<li>During product discovery or service explanation phases<\/li>\n\n\n\n<li>To complement gated content or demo requests with contextual engagement<\/li>\n<\/ul>\n\n\n\n<p><strong>Key recommendations:<\/strong> o Design clear, user-friendly conversation flows that mirror your campaign objectives<\/p>\n\n\n\n<p>Test different conversation structures and CTAs to identify what drives the highest engagement<\/p>\n\n\n\n<p>Use branching logic to adapt messaging to different user intents<\/p>\n\n\n\n<p>Avoid overly aggressive language\u2014focus on value and helpfulness<\/p>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"374\" height=\"720\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-7.png\" alt=\"\" class=\"wp-image-14812\" style=\"width:374px;height:720px\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-7.png 374w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-7-250x481.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-7-301x580.png 301w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-7-120x231.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-7-227x437.png 227w\" sizes=\"auto, (max-width: 374px) 100vw, 374px\" \/><\/figure>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-gray-color has-text-color has-link-color has-medium-font-size wp-elements-9065bd96f08bbbca3214b6ea33e205a2\"><strong><ins>Thought Leader Ads<\/ins><\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Thought Lead<ins>er Ads<\/ins><\/strong> is a new format introduced by LinkedIn that allows brands to <strong>promote posts from individual employees<\/strong> rather than only from the company page.<\/p>\n\n\n\n<p>This format is designed to amplify the voice of key people in the organisation \u2013 such as executives, product leaders or experts \u2013 and is especially useful for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Personal branding strategies<\/strong><\/li>\n\n\n\n<li><strong>Employee advocacy programmes<\/strong><\/li>\n\n\n\n<li><strong>Humanising the company voice<\/strong><\/li>\n\n\n\n<li><strong>Improving engagement in B2B contexts<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>When to use Thought Leader Ads:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>To <strong>increase trust and authenticity<\/strong><ins> <\/ins><strong>by promoting content that feels more personal<\/strong> and less corporate.<\/li>\n\n\n\n<li>When your <strong>employees publish valuable insights<\/strong>, thought pieces or behind-the-scenes content.<\/li>\n\n\n\n<li>During <strong>campaigns focused on recruitment, innovation or company culture.<\/strong><\/li>\n\n\n\n<li>To support <strong>subject-matter experts<\/strong> who speak at events or participate in interviews.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Key recommendations:<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Choose employees who <strong>already have a solid network and posting activity<\/strong>.<\/li>\n\n\n\n<li>Select posts <strong>with high organic engagement<\/strong> as the basis for amplification.<\/li>\n\n\n\n<li>Coordinate <strong>content topics with your overall campaign narrative<\/strong> (e.g. aligning a product launch with a behind-the-scenes post from the product manager).<\/li>\n\n\n\n<li>Monitor <strong>performance metrics separately from company-page ads<\/strong> to evaluate audience response to different voices.<\/li>\n<\/ul>\n\n\n\n<div id=\"fifth_one\">&nbsp;<\/div>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">5. <strong>Process: How to set up a LinkedIn Ads campaign<\/strong><\/h2>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" style=\"font-size:23px\"><strong>Plan your advertising campaign<\/strong><\/h3>\n\n\n\n<p>Have a defined idea of the content. Consider repurposing existing content. A 50\/50 <strong>mix of brand awareness and conversion campaigns is optimal<\/strong>.<\/p>\n\n\n\n<div style=\"height:19px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" style=\"font-size:23px\"><strong>Choose your objective<\/strong><\/h3>\n\n\n\n<p>Think about your <strong>business goals<\/strong>.<strong> Be as specific as you can with your goals<\/strong> to run an effective campaign. LinkedIn offers solutions for each stage in the customer journey, from brand awareness to conversion.<\/p>\n\n\n\n<div style=\"height:19px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" style=\"font-size:23px\"><strong>Choose your format<\/strong><\/h3>\n\n\n\n<p>Choose the <strong>right ad format<\/strong> for your campaign goal. Remember our <strong>tips and tricks for each ad format<\/strong><strong>!<\/strong><\/p>\n\n\n\n<div style=\"height:19px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" style=\"font-size:23px\"><strong>Set your budget and schedule<\/strong><\/h3>\n\n\n\n<p>Before launching the campaign, <strong>estimate the amount you want to invest and create a timeline<\/strong>.<\/p>\n\n\n\n<div style=\"height:19px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" style=\"font-size:23px\"><strong>Optimize and measure your campaign<\/strong><\/h3>\n\n\n\n<p><strong>Monitor<\/strong> your campaigns daily and identify any shortcomings<strong>. Do A\/B testing<\/strong> with your audience and to find out which are the best perfomers.<\/p>\n\n\n\n<div style=\"height:19px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div id=\"fifth\">&nbsp;<\/div>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">6. <strong>Funnel template<\/strong><\/h2>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Depending on your <strong>company goals<\/strong>, you will need <strong>to focus on specific metrics<\/strong>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em><strong><em>Brand awareness and decision metrics for LinkedIn Ads campaigns<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"462\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.25.07-p.-m.-700x462.png\" alt=\"\" class=\"wp-image-8822\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.25.07-p.-m.-700x462.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.25.07-p.-m.-250x165.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.25.07-p.-m.-768x507.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.25.07-p.-m.-730x481.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.25.07-p.-m.-120x79.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.25.07-p.-m.-372x245.png 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.25.07-p.-m..png 793w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure><\/div>\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em><strong><em>Before launching a campaign, build a realistic funnel forecast and track it at least twice a week<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div id=\"fifth-first\">&nbsp;<\/div>\n\n\n\n<div style=\"height:90px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>6.1. Estimate metrics<\/strong><\/h2>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>We<strong> recommend building your funnel<\/strong> so it is easy to analyse<strong> the sales pipeline. <\/strong>The following are the averages of LinkedIn Ads campaign metrics, according to LinkedIn (metrics from 2022):<\/p>\n\n\n\n<div style=\"height:52px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-general-metric\"><strong>General metric<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Frequency: <\/strong>1.8 by a user (max. 4 users), so it&#8217;s essential to boost the audience where possible.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-single-image-ad\"><strong>Single image ad<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>CTR: <\/strong>0.46%<\/li>\n\n\n\n<li>\u00b7 <strong>Engagement rate: <\/strong>0.75%<\/li>\n\n\n\n<li>\u00b7 <strong>CPC: <\/strong>4.51\u20ac<\/li>\n\n\n\n<li>\u00b7 <strong>Lead gen form fill rate: <\/strong>11.3%<\/li>\n\n\n\n<li>\u00b7 <strong>CPL: <\/strong>88.37\u20ac<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-carousel-ad\"><strong>Carousel ad<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>CTR: <\/strong>0.50%<\/li>\n\n\n\n<li>\u00b7 <strong>Engagement rate: <\/strong>0.79%<\/li>\n\n\n\n<li>\u00b7 <strong>CPC: <\/strong>4.51\u20ac<\/li>\n\n\n\n<li>\u00b7 <strong>Lead gen form fill rate: <\/strong>11.3%<\/li>\n\n\n\n<li>\u00b7 <strong>CPL: <\/strong>88.37\u20ac<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\" id=\"h-video-ad\"><strong>Video ad<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>CTR: <\/strong>0.47%<\/li>\n\n\n\n<li>\u00b7 <strong>Engagement rate: <\/strong>0.78%<\/li>\n\n\n\n<li>\u00b7 <strong>CPC: <\/strong>4.51\u20ac<\/li>\n\n\n\n<li>\u00b7 <strong>View Through rate (2 seconds or click on the ad): <\/strong>11%<\/li>\n\n\n\n<li>\u00b7 <strong>Completion rate (+97.5% of the video): <\/strong>20.18%<\/li>\n\n\n\n<li>\u00b7 <strong>Lead gen form fill rate: <\/strong>11.3%<\/li>\n\n\n\n<li>\u00b7 <strong>CPL: <\/strong>88.37\u20ac<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-message-ads\"><strong>Message ads<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Open rate:<\/strong> 30% to 50%<\/li>\n\n\n\n<li>\u00b7 <strong>Cost per Send: <\/strong>0.3\u20ac to 0.6\u20ac<\/li>\n\n\n\n<li>\u00b7 <strong>Lead gen form fill rate: <\/strong>23.20%<\/li>\n\n\n\n<li>\u00b7 <strong>CPL: : \u20ac<\/strong>80 to \u20ac120<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-conversation-ads\"><strong>Conversation ads<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>CTR: <\/strong>14%<\/li>\n\n\n\n<li>\u00b7 <strong>Open rate: <\/strong>50%<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-text-ads\"><strong>Text ads<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>CTR: <\/strong>0.02%<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-dynamic-ads\"><strong>Dynamic ads<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>CTR: <\/strong>0.07%<\/li>\n<\/ul>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Through a funnel template, your team will be able to <strong>keep track of your LinkedIn Ads campaign by<\/strong> <strong>monitoring metrics such as the CPC<\/strong> (Cost per Click) and <strong>CPL <\/strong>(Cost per Lead). They can use the same<strong> metrics to apportion the budget for the next week\/month.<\/strong><\/p>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div id=\"fifth-second\">&nbsp;<\/div>\n\n\n\n<div style=\"height:73px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>6. 2. How to calculate LinkedIn Ads costs?<\/strong><\/h2>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Calculating the cost of LinkedIn Ads is a difficult task for many people, but we can show you a way to do it in four easy steps.<\/p>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">1. Size your audience: <\/h3>\n\n\n\n<p>Firstly, you need to size your audience, which must be <strong>between 40.000 and 400.000 members<\/strong>. As we previously explained, lower audiences will typically result in a low impact for campaigns, while higher audiences will tend towards a lower quality of lead.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">2. The number of impressions: <\/h3>\n\n\n\n<p>LinkedIn will not show members the same ad constantly. Based on our experience, LinkedIn Ads frequency is 1.8. So if you had <strong>100.000 members<\/strong>, the <strong>number of monthly impressions for an ad would be 180.000 (100.000 x 1.8).<\/strong><\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">3. CPC: <\/h3>\n\n\n\n<p>On <strong>the right-hand side of the campaign manager<\/strong>, you <strong>can see the CPC costs<\/strong>, but <strong>they&#8217;re not always accurate<\/strong>. It\u2019s better to calculate CPC this way:<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 Take the average spend and increase by 20% (low average spend number + high average spend number) x 1.2. In the example shown below, that&#8217;s \u20ac762.member + high average spend number) x 1.2. In the example shown below, that&#8217;s 762 \u20ac.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 Then, take the average number of clicks and decrease by 20% (low average spend number + high average spend number) x 0.8. In the example shown below, that would equal \u20ac142. decrease by a 20% (low average spend number + high average spend number) x 0.8. In the example shown below, that&#8217;s 142.<\/p>\n\n\n\n<div style=\"height:21px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>&nbsp;\u00b7 Finally, divide the spend number by the resulting click number. In our example, that&#8217;s \u20ac762 \/ \u20ac142= \u20ac<strong>5.37.<\/strong><\/p>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">4. Investment: <\/h3>\n\n\n\n<p>As discussed in the scenario above, you have a maximum number of 180.000 impressions per month and a forecast CPC of \u20ac5.37. To set your investment, you need to calculate how much you can spend (Click-through-rate or CTR). The CTR is driven by various factors, i.e., your offer, ad format, ad creative, and so on. In this example, if we say you have a 0.20% CTR, the maximum monthly spend capacity will = Impressions x CTR x CPC (180.000 x 0,2 x \u20ac5.37 = \u20ac1.933).<\/p>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><em><strong><em>Calculate your investment precisely.<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"350\" height=\"658\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture31.png\" alt=\"Linkedin Ads spend calculation and investment\" class=\"wp-image-6822\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture31.png 350w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture31-250x470.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture31-120x226.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture31-232x437.png 232w\" sizes=\"auto, (max-width: 350px) 100vw, 350px\" \/><\/figure>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>For more detailed information about how to calculate LinkedIn Ads campaign costs, please <a href=\"https:\/\/gotoclient.com\/en\/blog\/calculate-linkedin-ads-costs-and-investment\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>read this article<\/strong><\/a>.<\/p>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>To <strong>help you with this process<\/strong>, <strong>use our<\/strong> <a href=\"https:\/\/landingpages.gotoclient.com\/funnel-template-know-linkedin-campaign-feasible\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>free funnel template<\/strong><\/a>.<\/p>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-a-bit-about-linkedin-s-frequency\"><strong><strong>A bit about LinkedIn\u2019s frequency<\/strong><\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>We have already stated that the average frequency on LinkedIn is 1.8, but it\u2019s important to understand that <strong>only 9% of users who see an ad twice will take the action to fill out a form<\/strong>.<\/p>\n\n\n\n<p>LinkedIn recommends <strong>showing an ad between 4 and 8 times<\/strong> to gain leads. [Source: LinkedIn].<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div id=\"fifth-second\">&nbsp;<\/div>\n\n\n\n<div style=\"height:73px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>6. 3. Strategically: map your audience&#8217;s Pain Points<\/strong><\/h2>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Map your audience&#8217;s pain points with messages and solutions:<\/strong><\/p>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"309\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-8-700x309.png\" alt=\"\" class=\"wp-image-14881\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-8-700x309.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-8-250x110.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-8-768x339.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-8-1536x679.png 1536w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-8-320x141.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-8-1680x742.png 1680w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-8-1020x451.png 1020w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-8-730x323.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-8-1280x566.png 1280w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-8-120x53.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-8-372x164.png 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-8.png 1824w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div id=\"sixth\">&nbsp;<\/div>\n\n\n\n<div style=\"height:87px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>7. LinkedIn Ads Budget<\/strong><\/h2>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>LinkedIn is an expensive platform, so be aware that your <strong>campaigns will need significant investment<\/strong>. During <strong>the first 2-4 weeks, be prepared to make a significant investment in testing\/trial &amp; error. <\/strong>We suggest <strong>a minimum of \u20ac50 per day<\/strong> or \u20ac<strong>3000 per month for the first month<\/strong>. That will<strong> give you the data you need to evaluate the effectiveness of the ads<\/strong> and fine-tune them as necessary.<\/p>\n\n\n\n<div id=\"sixth-first\">&nbsp;<\/div>\n\n\n\n<div style=\"height:98px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color\"><strong>7.1. LinkedIn Ads Budget: Tips and Tricks<\/strong><\/h2>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Finally, here are some <strong>essential budget tips<\/strong> to take into account:<\/p>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Mix brand awareness and conversion campaigns: <\/h3>\n\n\n\n<p>With mixed goals, the goals at the bottom of the funnel will typically prevail over those at the top. Dedicate at least 70%<strong> of the budget to lead generation and a maximum of 30% to brand awareness <\/strong>or consideration campaigns.<\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Test your patience: <\/h3>\n\n\n\n<p>Get through that pain barrier of losing money and test for at least a week. Losing some money in the testing phase will guard against bigger losses in the long run.<\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 <strong>Adapt your daily spend to the audience size<\/strong>: <\/h3>\n\n\n\n<p>Make sure you are investing the necessary budget according to the size of your audience. <strong>For every 100k users, we recommend an investment of \u20ac150\/day.<\/strong><\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 <strong>Use automatic bid<\/strong><\/h3>\n\n\n\n<p id=\"h-choose-the-automatic-bid-function-in-case-you-re-not-sure-how-much-you-should-bid-linkedin-uses-historical-campaign-data-and-member-information-to-automatically-set-your-campaign-s-bid\">Choose the <strong>automatic bid function<\/strong> if you&#8217;re not <strong>sure how much to bid<\/strong>. LinkedIn <strong>uses historical campaign data<\/strong> and <strong>member information<\/strong> to <strong>automatically set your bid. <\/strong>Also, you need to take into account that bids will change according to the audience attributes.<\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Analyse your CPL (Cost per lead): <\/h3>\n\n\n\n<p>Two weeks after the launch of a lead generation campaign, the CPL should decrease. Set <strong>the CPC to be automatic when you launch the campaign<\/strong>, and <strong>then change it to manual <\/strong>so you can have more control of the CPL.<\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Optimise your budget: <\/h3>\n\n\n\n<p>If your campaign is <strong>spending the budget more quickly than expected<\/strong>, <strong>increase the daily spend or lower your bid amount<\/strong>.<\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Understand what audience is impacted: <\/h3>\n\n\n\n<p>Go to your campaign manager and find the impacted audience metrics. Fine-tune your campaign from there.&nbsp;<\/p>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><em><strong><em>Don&#8217;t get cold feet. Cutting daily budgets at the spur of the moment will ruin your campaign.<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div id=\"seventh\">&nbsp;<\/div>\n\n\n\n<div style=\"height:78px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>8. LinkedIn Ads: Additional key information<\/strong><\/h2>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In this section, we will explain LinkedIn Ads best practices and then go into best practices related to copy and visuals.<\/p>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Focus on one campaign and not two: <\/h3>\n\n\n\n<p>It&#8217;s essential to<strong> be focused on one business goal. <\/strong>That&#8217;s why we recommend launching one campaign to achieve the best results.<br><br><\/p>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 <strong>Use the winning combinations<\/strong>: <\/h3>\n\n\n\n<p>Once you understand your marketing objectives, use these winning combinations of format:<\/p>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1894\" height=\"796\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-9.png\" alt=\"\" class=\"wp-image-14888\" style=\"width:858px;height:359px\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-9.png 1894w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-9-250x105.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-9-700x294.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-9-768x323.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-9-1536x646.png 1536w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-9-320x134.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-9-1680x706.png 1680w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-9-1020x429.png 1020w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-9-730x307.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-9-1280x538.png 1280w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-9-120x50.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-9-372x156.png 372w\" sizes=\"auto, (max-width: 1894px) 100vw, 1894px\" \/><\/figure>\n\n\n\n<p><br><\/p>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Make sure your sales and marketing teams are aligned: <\/h3>\n\n\n\n<p>Both teams must be aligned to define a market-qualified lead. Consequently, you&#8217;ll be able to develop a qualified lead scoring strategy that will To help your sales team to engage with the most suitable and qualified leads, develop.<\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Launch 4 or 5 ads: <\/h3>\n\n\n\n<p>LinkedIn will only show an ad once every 48 hours. Increase your frequency by <strong>running 4 or 5 ads in parallel. <\/strong>This will also help you measure <strong>which visuals and copy get the best results.<\/strong><\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 <strong>Don\u2019t forget mobile<\/strong>: <\/h3>\n\n\n\n<p>Make sure everything you make is optimised for smaller screens.<\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Use webinars: <\/h3>\n\n\n\n<p>Webinars are a great way to <strong>make an impact in professional industries<\/strong>. Since the COVID-19 crisis, <strong>webinars have become even more important<\/strong>. According to <a href=\"https:\/\/business.linkedin.com\/content\/dam\/me\/business\/en-us\/resource-hub\/li-webinar-registration-best-practices-interactive__v3.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>LinkedIn<\/strong><\/a> research, <strong>61% of B2B marketers use webinars as a fundamental part of their marketing strategy<\/strong>, and in the year of 2020, there was a <strong>120% increase in ad content for webinars.<\/strong><\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Boost demand creation campaigns: <\/h3>\n\n\n\n<p>If your campaigns have <strong>high engagement but low conversion rates<\/strong>, consider launching demand creation campaigns. Offer your audience <strong>downloadable content<\/strong> such as eBooks, guides and infographics to increase your visibility.<\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 <strong>Quality Score tip<\/strong>:<\/h3>\n\n\n\n<p>Duplicating ads will adversely affect your Quality Score, so make sure you double-check this. If you fall foul of this, your Quality Score will only be restored after a few hundred impressions. <\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Exclude your old leads:<\/h3>\n\n\n\n<p>When your campaign starts to <strong>generate leads<\/strong>, remember to <strong>exclude them from future campaigns<\/strong> so you <strong>don\u2019t bombard them with unnecessary advertising.<\/strong><\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 <strong>Help your customer:<\/strong><\/h3>\n\n\n\n<p>Your goal before conversion should be to help your prospects. Once they convert, you should continue to do the same. Your customers mustn\u2019t see you as distant and remote. Work collaboratively with your customer so they feel you are part of their team, fighting their corner.<a href=\"http:\/\/www.marketingsherpa.com\"><\/a><\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Analyse your competitors:<\/h3>\n\n\n\n<p>It\u2019s as simple as browsing other <strong>company&#8217;s LinkedIn pages<\/strong>. <strong>Find the tab for <em>advertisements<\/em> <\/strong>in the menu below <em>About<\/em>.Bear in mind that <strong>many companies have several pages<\/strong> and <strong>they might only have campaigns in certain countries, <\/strong>as per MediaMarkt below.<\/p>\n\n\n\n<div style=\"height:61px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"393\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture32-700x393.png\" alt=\"LinkedIn Ads - Competitive analysis\" class=\"wp-image-6830\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture32-700x393.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture32-250x140.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture32-730x409.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture32-120x67.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture32-372x209.png 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture32.png 756w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<div style=\"height:61px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"464\" height=\"452\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture33.png\" alt=\"LinkedIn Ads - Competitive analysis\" class=\"wp-image-6834\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture33.png 464w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture33-250x244.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture33-120x117.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture33-372x362.png 372w\" sizes=\"auto, (max-width: 464px) 100vw, 464px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"block-63439e28-0768-4508-a6ec-50c902a6dbbb\">\u00b7 Consider setting up the LinkedIn Autofill option:<\/h3>\n\n\n\n<p>When you are designing and managing your LinkedIn Ad campaigns, you can choose which industries you want to focus your ads on. LinkedIn <a href=\"https:\/\/learn.microsoft.com\/en-us\/linkedin\/shared\/references\/reference-tables\/industry-codes-v2\">has a long list of industries<\/a> that are updated with new additions from time to time. Keep an eye on that list to make sure you are up with which companies you can target with your LinkedIn Ads campaigns.<br><br><br><\/p>\n\n\n\n<p>-Go to the campaign manager.<\/p>\n\n\n\n<p>-Click the account campaign.<\/p>\n\n\n\n<p>-Make sure the LinkedIn Insight Tag is installed on the landing page.<\/p>\n\n\n\n<p>-Send your LinkedIn representative the list of domains you want to Autofill.<\/p>\n\n\n\n<p>-Finally, you will need to introduce a code to the form of your landing page.<\/p>\n\n\n\n<div style=\"height:81px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\"><strong>The best LinkedIn Ads types of copy<\/strong><\/h3>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>To succeed with a LinkedIn&nbsp;Ads campaign, you need to know which <a href=\"https:\/\/gotoclient.com\/en\/blog\/list-b2b-headline-copies-best-work-linkedin\/\"><strong>copy is the most effective and generates the best results<\/strong><\/a>. Write good copy combined with an <strong>eye-catching image<\/strong>. A\/B test your copy to <strong>check which copy is the most effective. <\/strong>First, it\u2019s important to know which type of content you should provide for each stage of the process. These are our recommendations:<\/p>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Awareness<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Employee insights: <\/strong>Find members of your organisation who can help your target audience. Increase your credibility and awareness by providing relevant insights from your team.<\/li>\n\n\n\n<li>\u00b7 <strong>Industry trends: <\/strong>Share industry trends with your target audience to help them with their business strategy. Well-informed predictions of future trends are also very useful.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Consideration<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Useful templates: <\/strong>Templates are great things to offer your prospects. A template can also be used to explain how your product or service can solve their problem.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Decision<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Evaluating guides: <\/strong>Save your audience time by evaluating your products and services, so they can gauge which of your offerings will be most useful to them.<\/li>\n\n\n\n<li>\u00b7 <strong>Case studies: <\/strong>People want to know the experience of real customers. Be sure to provide testimonials from your clients.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Buzz Sumo did some great research and created a list of the<a href=\"https:\/\/buzzsumo.com\/blog\/write-engaging-b2b-headlines-analysis-10-million-articles-shared-linkedin\/#allphrases\" target=\"_blank\" rel=\"noreferrer noopener\"><strong> best B2B headlines for LinkedIn<\/strong><\/a>.&nbsp;This research was based on <strong>LinkedIn&#8217;s average shares.<\/strong><\/p>\n\n\n\n<div style=\"height:63px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div id=\"nine_two\">&nbsp;<\/div>\n\n\n\n<div style=\"height:87px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>9. Lead nurturing<\/strong><\/h2>\n\n\n\n<div style=\"height:66px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>The importance of nurturing the leads you didn\u2019t convert first time:<\/strong><\/p>\n\n\n\n<p>It\u2019s vital to understand the process of lead nurturing, i.e., developing and reinforcing relationships at every stage of the sales funnel. According to <a href=\"http:\/\/www.marketingsherpa.com\">Marketing Sherpa<\/a>, 73% of leads are not ready to buy when they first give their contact details, so make sure you have a strategy for progressing them on the buying journey.<\/p>\n\n\n\n<div style=\"height:66px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Additional Key information:<\/strong><br><\/p>\n\n\n\n<div style=\"height:59px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><meta charset=\"utf-8\"><strong>Align your sales and marketing departments<\/strong>.<\/p>\n\n\n\n<p>Once the marketing department generates leads, it\u2019s up to the sales department to convert them. Both must be well-aligned and have an understanding of where each fits into the buyer journey.<br><br><\/p>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Create lead groups<\/strong>. Don\u2019t give all of your leads the same message. It\u2019s best to create different lead groups based on industry, location, pain points and the stage of the journey they are on.<br><br><\/p>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Build an automated plan<\/strong>. Create the appropriate content plan according to which stage your leads are at. This is the process we recommend:<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Decide what you want to automate<\/li>\n\n\n\n<li>Define the workflow process<\/li>\n\n\n\n<li>Set your touchpoints<\/li>\n\n\n\n<li>Automate your email marketing<\/li>\n\n\n\n<li>Carry out retargeting campaigns<br><br><\/li>\n<\/ul>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Think about the interests of your targets. <\/strong>Before you provide solutions, you need to understand their problem. Provide pros and cons of each alternative and give advice on what you would choose.<br><br><strong>Consider using video<\/strong>. Nowadays, people prefer to watch videos than to read text.&nbsp; This could be the difference between a hot lead and a cold lead, or closing a deal and not closing a deal.<br><br><strong>Follow-up your leads in a timely fashion<\/strong>. According to <a href=\"https:\/\/blog.hubspot.com\/sales\/sales-statistics\" target=\"_blank\" rel=\"noreferrer noopener\">HubSpot<\/a>, companies that develop follow-up plans with their leads have x7 times more meaningful conversations.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:105px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 List format<\/h3>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This is the headline type that gets the <strong>most shares<\/strong>. The best B2B headlines on LinkedIn were said to be:<\/p>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u2013\u201c<em>X ways to\u201d:<\/em> 270 shares<\/p>\n\n\n\n<p>\u2013\u201c<em>X things you\u201d:&nbsp;<\/em>116 shares<\/p>\n\n\n\n<p>\u2013\u201c<em>X reasons why\u201d:&nbsp;<\/em>93 shares<\/p>\n\n\n\n<p>\u2013\u201c<em>X tips for<\/em>\u201d: 83 shares<\/p>\n\n\n\n<p>\u2013\u201c<em>X steps to<\/em>\u201d: 76 shares<\/p>\n\n\n\n<p>\u2013\u201c<em>X tips to<\/em>\u201d: 75 shares<strong><\/strong><\/p>\n\n\n\n<div style=\"height:62px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Future<\/h3>\n\n\n\n<div style=\"height:22px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Looking at the results, we can conclude that&nbsp;<strong>professionals are attracted by content that predicts future trends<\/strong>&nbsp;and <strong>factual&nbsp;research pieces<\/strong>. People really value content that helps them deliver<strong> marketing and sales strategies that will work tomorrow<\/strong>.<\/p>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>For this scenario, the best copy was found to be \u201c<strong><em>The future of\u201d<\/em><\/strong>, with&nbsp;<strong>145 average shares.<\/strong><\/p>\n\n\n\n<div style=\"height:59px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 How to<\/h3>\n\n\n\n<div style=\"height:16px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>LinkedIn users also&nbsp;<strong>value bite-sized tips<\/strong>. <strong>The recommended B2B headlines to use for this are:<\/strong><\/p>\n\n\n\n<div style=\"height:27px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u2013\u201c<em>How to get\u201d:&nbsp;<\/em>110 shares<\/p>\n\n\n\n<p>\u2013\u201c<em>How to make\u201d:&nbsp;<\/em>96 shares<\/p>\n\n\n\n<p>\u2013\u201c<em>How to use\u201d:&nbsp;<\/em>63 shares<\/p>\n\n\n\n<p>\u2013\u201c<em>How to answer\u201d:&nbsp;<\/em>61 shares<\/p>\n\n\n\n<div style=\"height:66px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Rankings<\/h3>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><strong>Rankings<\/strong> also <strong>provide interesting content<\/strong> for professionals. Here is some recommended headline copy:<\/strong><\/p>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u2013\u201c<em>The X Best\u201d:&nbsp;<\/em>81 shares<\/p>\n\n\n\n<p>\u2013\u201c<em>X Most\u201d:&nbsp;<\/em>77 shares<\/p>\n\n\n\n<p>\u2013\u201c<em>The Top X\u201d:&nbsp;<\/em>74 shares<\/p>\n\n\n\n<div style=\"height:66px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 <strong>\u201cWhy you should\u2026\u201d<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Recommendations are a&nbsp;<strong>crucial content type for the LinkedIn audience<\/strong>. This headline has an&nbsp;<strong>average of 77 shares on LinkedIn<\/strong>.<\/p>\n\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 <strong>\u201cThe power of\u2026\u201d<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>At&nbsp;<strong>74 average shares on LinkedIn<\/strong>, this headline copy is great for <strong>shining a light on a specific topic<\/strong> to impact your target audience.<\/p>\n\n\n\n<div style=\"height:61px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 <strong>\u201cThese are the\u2026 \/ This is the\u2026\u201d<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Finally, this headline is also used to mention a list of a specific topic and has an average of&nbsp;<strong>63-73 shares.<\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Copies tips and tricks<\/strong><\/h3>\n\n\n\n<div style=\"height:51px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"720\" height=\"672\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-11.png\" alt=\"\" class=\"wp-image-14907\" style=\"width:360px;height:336px\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-11.png 720w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-11-250x233.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-11-700x653.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-11-320x299.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-11-120x112.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-11-372x347.png 372w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/figure>\n\n\n\n<div style=\"height:51px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Compelling first sentence: <\/h3>\n\n\n\n<p>Write a <strong>compelling first sentence<\/strong> to encourage the target audience to keep reading the ad. <\/p>\n\n\n\n<div style=\"height:71px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"754\" height=\"182\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture34.png\" alt=\"LinkedIn Ads - Write a compelling first sentence to encourage the target audience to keep reading the ad\" class=\"wp-image-6838\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture34.png 754w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture34-250x60.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture34-700x169.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture34-730x176.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture34-120x29.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture34-372x90.png 372w\" sizes=\"auto, (max-width: 754px) 100vw, 754px\" \/><\/figure>\n\n\n\n<div style=\"height:53px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Questions and data point: <\/h3>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Combining a question with a data point is a great way to increase engagement and interest. <\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"730\" height=\"162\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture35.png\" alt=\"LinkedIn Ads - Add data-point are both best practices to increase engagement and interest\" class=\"wp-image-6842\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture35.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture35-250x55.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture35-700x155.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture35-120x27.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture35-372x83.png 372w\" sizes=\"auto, (max-width: 730px) 100vw, 730px\" \/><\/figure>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Value: <\/h3>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Articulate why they should care about what you&#8217;re talking about in your ad as opposed to simply emphasising your offering. <\/p>\n\n\n\n<div style=\"height:71px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"778\" height=\"168\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture36.png\" alt=\"LinkedIn Ads - Articulate why they should care about what you're talking about in your ad\" class=\"wp-image-6846\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture36.png 778w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture36-250x54.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture36-700x151.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture36-768x166.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture36-730x158.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture36-120x26.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture36-372x80.png 372w\" sizes=\"auto, (max-width: 778px) 100vw, 778px\" \/><\/figure>\n\n\n\n<div style=\"height:71px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Brackets: <\/h3>\n\n\n\n<p><strong><strong>Set expectations by immediately specifying your offer<\/strong>. <strong>It\u2019s important your audience can easily identify your message from the beginning.<\/strong><\/strong><\/p>\n\n\n\n<div style=\"height:71px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"620\" height=\"458\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture37.png\" alt=\"LinkedIn Ads - Set expectations immediately indicating what the format of your offer is\" class=\"wp-image-6850\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture37.png 620w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture37-250x185.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture37-120x89.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture37-372x275.png 372w\" sizes=\"auto, (max-width: 620px) 100vw, 620px\" \/><\/figure>\n\n\n\n<div style=\"height:71px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:42px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 <strong>Apply time pressure<\/strong>: <\/h3>\n\n\n\n<p>Tell your target <strong>audience that your offer\/content is new and unique,<\/strong> to <strong>prompt them to take action. <\/strong>Make sure there are <strong>not too many hurdles in the way of the user that might prevent them taking action.<\/strong> <\/p>\n\n\n\n<div style=\"height:71px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"644\" height=\"466\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture38.png\" alt=\"LinkedIn Ads - Tell your target audience that your content or offer is new and unique\" class=\"wp-image-6854\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture38.png 644w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture38-250x181.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture38-120x87.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture38-372x269.png 372w\" sizes=\"auto, (max-width: 644px) 100vw, 644px\" \/><\/figure>\n\n\n\n<div style=\"height:71px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 <strong>Text cropping on mobile<\/strong>: &nbsp;<\/h3>\n\n\n\n<p>LinkedIn crops text when displaying ads on mobile. Always look at <strong>the mobile ad<\/strong> to make sure your key <strong>copy is displayed<\/strong>.<\/p>\n\n\n\n<div style=\"height:44px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 A\/B testing: <\/h3>\n\n\n\n<p>We strongly recommend <strong>A\/B testing<\/strong> to <strong>understand which copy works better and gets better results.<\/strong><\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 <strong>Be concise<\/strong>: <\/h3>\n\n\n\n<p>Be direct when you\u2019re talking about the next action (i.e. \u2018learn more\u2019 and \u2018apply now\u2019). Make sure this is less than 150 characters. <\/p>\n\n\n\n<div style=\"height:71px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><em>Rewrite your copy several times \/ <strong><em>Reread your copy several times<\/em><\/strong><\/em><\/strong> \/ <strong><em>Experiment with many different ads<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><em>Try several routes \/ Follow best practices.<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\"><strong><strong><u><span style=\"text-decoration: underline;\">The best LinkedIn Ads Images<\/span><\/u><\/strong><\/strong><\/h3>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>It\u2019s also important to make your visual assets impactful.&nbsp; In any LinkedIn campaign, you should <strong>create several versions of an ad, each with a different image, so you can test and compare their effectiveness.<\/strong><\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Images: Tips and tricks<\/strong><\/h3>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Here are some great <a href=\"https:\/\/gotoclient.com\/en\/blog\/best-images-practices-work-linkedin\/\" target=\"_blank\" rel=\"noreferrer noopener\">tips &amp; tricks<\/a> for you and your team.<\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Consistency: <\/h3>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The image<strong> must be in synch with the ad copy. <\/strong>When users see the latest posts on LinkedIn, they don&#8217;t usually spend much time reading the content of each post.Therefore, <strong>you must capture their attention with strong visuals.<\/strong><\/p>\n\n\n\n<div style=\"height:77px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"534\" height=\"402\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture39.png\" alt=\"LinkedIn Ads: The image must be aligned with the ad's copy\" class=\"wp-image-6858\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture39.png 534w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture39-250x188.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture39-120x90.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture39-372x280.png 372w\" sizes=\"auto, (max-width: 534px) 100vw, 534px\" \/><\/figure>\n\n\n\n<div style=\"height:77px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Value: <\/h3>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Make sure you demonstrate the value of your offering <em>before<\/em> the CTA. The <strong>most important content should show above the image<\/strong>. However, be careful not to overwhelm the reader with too much information at the beginning.<\/p>\n\n\n\n<div style=\"height:77px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"532\" height=\"398\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture40.png\" alt=\"LinkedIn Ads: The content's weight should show above the image.\" class=\"wp-image-6862\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture40.png 532w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture40-250x187.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture40-120x90.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture40-372x278.png 372w\" sizes=\"auto, (max-width: 532px) 100vw, 532px\" \/><\/figure>\n\n\n\n<div style=\"height:77px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Human images: <\/h3>\n\n\n\n<div style=\"height:44px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Showing <strong>&#8220;human&#8221; content<\/strong> will have <strong>more impact<\/strong> than other kinds of visuals.<\/p>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"532\" height=\"384\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture41.png\" alt=\"LinkedIn Ads: Showing &quot;human&quot; content will have more impact than other kinds of visuals.\" class=\"wp-image-6866\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture41.png 532w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture41-250x180.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture41-120x87.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture41-372x269.png 372w\" sizes=\"auto, (max-width: 532px) 100vw, 532px\" \/><\/figure>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 <strong>Be different<\/strong>: <\/h3>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Try to be <strong>creative and different<\/strong> <strong>from what users are used to seeing on LinkedIn&#8217;s posts.<\/strong> As this guide has outlined, there are many do\u2019s and don\u2019ts, but there is still lots of opportunity to innovate within these parameters.<\/p>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"540\" height=\"396\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture42.png\" alt=\"LinkedIn Ads: Try to be creative and different from what users are used to seeing on LinkedIn's posts\" class=\"wp-image-6870\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture42.png 540w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture42-250x183.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture42-120x88.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture42-372x273.png 372w\" sizes=\"auto, (max-width: 540px) 100vw, 540px\" \/><\/figure>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 <strong><strong>Different approaches<\/strong><\/strong>: <\/h3>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>There are<strong> always several ways to explain anything<\/strong>. That&#8217;s why we recommend you take inspiration <strong>from multiple sources<\/strong> in order to get your messaging right.<\/p>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"514\" height=\"382\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture43.png\" alt=\"LinkedIn Ads: Different approaches\" class=\"wp-image-6874\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture43.png 514w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture43-250x186.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture43-120x89.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture43-372x276.png 372w\" sizes=\"auto, (max-width: 514px) 100vw, 514px\" \/><\/figure>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00ad<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 Storytelling: <\/h3>\n\n\n\n<div style=\"height:49px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Tell your story. People respond much better to stories than functional descriptions.<\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"524\" height=\"388\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture44.png\" alt=\"LinkedIn Ads: Storytelling, tell your story.\" class=\"wp-image-6878\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture44.png 524w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture44-250x185.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture44-120x89.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/09\/Picture44-372x275.png 372w\" sizes=\"auto, (max-width: 524px) 100vw, 524px\" \/><\/figure>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\">\u00b7 A\/B testing: <\/h3>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Do<strong> A\/B testing<\/strong> to <strong>understand which visuals get the best results.<\/strong> It\u2019s also worth taking the time to document these results on an ongoing basis, so you can build a bank of intelligence about audience behaviour. <\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"720\" height=\"334\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-10.png\" alt=\"\" class=\"wp-image-14897\" style=\"width:578px;height:268px\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-10.png 720w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-10-250x116.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-10-700x325.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-10-320x148.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-10-120x56.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-10-372x173.png 372w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/figure>\n\n\n\n<p><strong><em><strong><em>Always think about the image and text combination<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div id=\"eighth\">&nbsp;<\/div>\n\n\n\n<div style=\"height:62px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>10. <strong>Key success stories with LinkedIn Ads<\/strong><\/strong><\/h2>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Having drilled down into the key aspects of an optimal LinkedIn Ads campaign, let&#8217;s take a look at some stories of companies that have used LinkedIn Ads to reach their sales and marketing goals. For more case studies, see <a href=\"https:\/\/gotoclient.com\/en\/blog\/case-studies-of-b2b-lead-generation-with-linkedin-ads\/\"><strong>this post.<\/strong><\/a><\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-siemens\"><a href=\"https:\/\/business.linkedin.com\/pt-br\/marketing-solutions\/clientes\/siemens-br\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Siemens<\/strong><\/a><\/h4>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Problem<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Siemens had <strong>two main goals<\/strong>. The first one was to <strong>promote its professional training product called Sitrain<\/strong>. They also wanted to <strong>promote their Siemens Cerca programme<\/strong>.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Solution<\/strong><\/li>\n<\/ul>\n\n\n\n<p>The company <strong>chose LinkedIn<\/strong> to develop both campaigns, and they used <strong>Dynamic Ads to improve CTR and the Engagement rate.<\/strong><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Key results<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Thanks to the campaign, they achieved <strong>222k impressions and 800 clicks<\/strong>. In addition, they got <strong>291% growth of Sitrain\u2019s website traffic and 71% growth of landing-page traffic for their Siemens Cerca programme<\/strong>. They also achieved <strong>26% leads for Siemens Cerca.<\/strong><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-sony-channel\"><a href=\"https:\/\/www.imscorporate.com\/caso-exito-canal-sony-2018-linkedin-2\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Sony Channel<\/strong><\/a><\/h4>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Problem<\/strong><\/li>\n<\/ul>\n\n\n\n<p>The Sony Channel wanted to <strong>promote<\/strong> <strong>one of its flagship shows, Shark Tank<\/strong>. They needed to find a <strong>specific target audience<\/strong> that would be interested in the show.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Solution<\/strong><\/li>\n<\/ul>\n\n\n\n<p>They decided to <strong>launch a campaign on LinkedIn<\/strong>, <strong>using sponsored content <\/strong>(the single image ad format) <strong>and sponsored InMail.<\/strong><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Key results<\/strong><\/li>\n<\/ul>\n\n\n\n<p>The <strong>sponsored InMail<\/strong> achieved an impressive <strong>77% open rate<\/strong> and an <strong>11.5% CTR<\/strong>. Their <strong>sponsored content<\/strong>, gained <strong>+55k impressions, 3.47% engagemen,t and 2.56% CTR.<\/strong><\/p>\n\n\n\n<p>They succeeded for <strong>three reasons:<\/strong> they <strong>impacted a specific target audience<\/strong>, and they offered <strong>relevant content<\/strong> about the programme via <strong>both formats<\/strong>. As a result, they <strong>achieved greater interaction.<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-land-rover-colombia\"><a href=\"https:\/\/www.imscorporate.com\/caso-exito-jaguar-land-rover-linkedin\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Land Rover Colombia<\/strong><\/a><\/h4>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Problem<\/strong><\/li>\n<\/ul>\n\n\n\n<p>The company wanted to <strong>target managers and senior decision-makers<\/strong> to <strong>introduce them to their new models. <\/strong>Consequently, Land Rover needed a platform to <strong>target this specific audience with a direct message.<\/strong><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Solution<\/strong><\/li>\n<\/ul>\n\n\n\n<p>They opted for LinkedIn Ads and used the <strong>Sponsored InMail format<\/strong>. The company used the <strong>Mass Affluent targeting option<\/strong> to <strong>impact managers<\/strong> with <strong>more than 15 years of experience.<\/strong><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Key results<\/strong><\/li>\n<\/ul>\n\n\n\n<p>At the end of the campaign, they achieved a 46% open rate and a 19% CTR. The key factors were the targeting strategy, format, and a clear Call to Action.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-schneider-electric\"><a href=\"https:\/\/business.linkedin.com\/es-es\/marketing-solutions\/success\/marketing-case-studies\/caso-de-exito-schneider\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Schneider Electric<\/strong><\/a><\/h4>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Problem<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>Schneider Electric<\/strong> wanted to raise awareness about a <strong>new product <\/strong>for a <strong>specific target audience<\/strong>: <strong>senior decision-makers<\/strong> from the <strong>Finance, Purchasing, Engineering, and IT sectors<\/strong>. They also wanted to focus on small and medium-sized companies.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Solution<\/strong><\/li>\n<\/ul>\n\n\n\n<p>They launched a campaign on LinkedIn Ads using <strong>sponsored content with a lead gen form<\/strong>. In the ads, Schneider showed how much an hour of downtime costs your business.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Key results<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Thanks to the campaign, the company generated a x<strong>10 return on investment<\/strong> by <strong>obtaining leads<\/strong> at the decision stage. They also <strong>increased awareness for a specific audience.<\/strong><\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div id=\"nine\">&nbsp;<\/div>\n\n\n\n<h1 class=\"wp-block-heading\"><a><ins>11. Enhanced Website Actions<\/ins><\/a><ins><\/ins><\/h1>\n\n\n\n<p>LinkedIn has expanded its conversion tracking capabilities with the introduction of the <strong>Event-Specific Pixel<\/strong>, allowing advertisers to measure more granular interactions on their websites.<\/p>\n\n\n\n<p>This feature goes beyond basic page views and enables tracking of:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Button clicks (e.g. \u201cDownload now\u201d, \u201cSubscribe\u201d)<\/strong><\/li>\n\n\n\n<li><strong>Form submissions<ins> <\/ins>(including partial fills)<\/strong><\/li>\n\n\n\n<li><strong>Scroll depth tracking, to understand content consumption behaviour<\/strong><\/li>\n\n\n\n<li><strong>Custom events, based on specific elements or user actions<\/strong><\/li>\n<\/ul>\n\n\n\n<p>These website actions can now be used to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Optimise for mid-funnel engagement, not just end conversions.<\/strong><\/li>\n\n\n\n<li><strong>Create more accurate retargeting audiences, based on real intent signals.<\/strong><\/li>\n\n\n\n<li><strong>Attribute conversions more precisely, improving reporting and ROI evaluation.<\/strong><\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><strong>Implementation tips:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use LinkedIn&#8217;s Event-Specific Pixel Generator in Campaign Manager to create your tracking code.<\/li>\n\n\n\n<li>Coordinate with your web development or analytics team to assign tracking to the right DOM elements<ins>.<\/ins><\/li>\n\n\n\n<li>Combine multiple events (e.g. \u201cScrolled 50%\u201d + \u201cClicked CTA\u201d) to define a high-quality lead.<\/li>\n\n\n\n<li>Test the pixel with LinkedIn&#8217;s Pixel Helper to verify that all events are firing correctly.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:66px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h1 class=\"wp-block-heading\"><a><ins>12. A\/B Testing strategies with Low Traffic Volumes<\/ins><\/a><ins><\/ins><\/h1>\n\n\n\n<p>Thanks to recent improvements in LinkedIn Campaign Manager, it is now possible to run <strong>statistically meaningful A\/B tests<\/strong> even with <strong>modest traffic levels<\/strong>. This is especially beneficial for B2B advertisers who operate in <strong>niche verticals<\/strong> or with <strong>high-value accounts<\/strong>.<\/p>\n\n\n\n<p><strong><ins>What\u2019s new:<\/ins><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>LinkedIn now applies <strong>automated variance control<\/strong> and <strong>probability-based estimations<\/strong> to help detect meaningful performance differences with fewer impressions.<\/li>\n\n\n\n<li>You can launch <strong>smaller split tests<\/strong> (e.g. 70\/30 or 60\/40) without compromising the reliability of the outcome.<\/li>\n\n\n\n<li>Real-time feedback on <strong>which version is trending better<\/strong> can be visualised in Campaign Manager dashboards.<\/li>\n<\/ul>\n\n\n\n<p><strong><ins>Best practices:<\/ins><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Test only one variable at a time<\/strong> (e.g. headline, CTA, image) to isolate the effect clearly.<\/li>\n\n\n\n<li>Use <strong>shorter test periods<\/strong> (5\u20137 days) to ensure freshness of results.<\/li>\n\n\n\n<li>Set clear <strong>success metrics in advance<\/strong>, such as CTR, conversion rate, or cost per MQL.<\/li>\n\n\n\n<li><strong>Pause underperforming variants early<\/strong> if the system flags significant underperformance, even before statistical confidence is reached.<\/li>\n\n\n\n<li>Export results and review <strong>audience breakdowns<\/strong> to understand if performance varies by segment.<\/li>\n<\/ul>\n\n\n\n<p><ins><br><\/ins><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>13. [Checklist] Steps to follow to launch a LinkedIn Ads campaign<\/strong><\/h2>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>As a LinkedIn agency, we want to <strong>share what we have learned from many years of experience to help you to build an effective campaign on LinkedIn Ads<\/strong>. Through our experience, we know <strong>that LinkedIn is the leading platform for B2B<\/strong>, so it&#8217;s essential for any marketing team to <strong>know how to use it properly<\/strong>. We hope this information makes your sales rocket!<\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>As essential points, remember the <strong>five fundamental rules:<\/strong><\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>1.- Understand if it\u2019s possible to launch a campaign on LinkedIn<\/strong><\/p>\n\n\n\n<p><strong>2.- <strong>Analyse<\/strong> your business goals.<\/strong><\/p>\n\n\n\n<p><strong>3.- Choose the right format according to your company goals.<\/strong><\/p>\n\n\n\n<p><strong>4.- Follow the key recommendations for copy and visuals.<\/strong><\/p>\n\n\n\n<p><strong>5.- Distribute your budget strategically and optimize your campaign according to metrics.<\/strong><\/p>\n\n\n\n<div style=\"height:71px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<p><\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-12 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Finally, this guide concludes with a checklist to <strong>take into account all the elements to launch a campaign on LinkedIn Ads<\/strong>.<\/p>\n\n\n\n<p>To conclude, it is vital to <strong>take into account all these elements when you launch a campaign on LinkedIn Ads<\/strong>. Additionally, we have built our LinkedIn Ads setup <strong>checklist, which you can<\/strong> <a href=\"https:\/\/landingpages.gotoclient.com\/how-create-linkedin-ad-campaign-free-checklist-template\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>download here<\/strong><\/a>.<\/p>\n\n\n<a href=\"https:\/\/landingpages.gotoclient.com\/how-create-linkedin-ad-campaign-free-checklist-template\" class=\"block-button\" target=\"_blank\">\n    LinkedIn Ads setup checklist<\/a>\n<style type=\"text\/css\">\n    #button-block_18edd0b4fa7f61983627adf25eeb9bca {\n        background: ;\n        color: ;\n    }\n<\/style>\n\n\n\n<p>If you would like to find out more about running a LinkedIn Ads with us, get in touch!<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-black-color has-css-opacity has-black-background-color has-background\"\/>\n<\/div><\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The LinkedIn Ads definitive guide 2025 We\u2019ve run a lot of LinkedIn Ads campaigns over the years at Gotoclient. We\u2019ve worked with many big brands with big budgets, and we\u2019ve also empowered SMEs to fulfil their potential. This is the Gotoclient LinkedIn Ads definitive guide, written by the Gotoclient LinkedIn Ads consultants who have delivered [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":7244,"parent":8753,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-6688","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.8.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The LinkedIn Ads definitive guide 2025 for professionals - Gotoclient<\/title>\n<meta name=\"description\" content=\"As a B2B advertising agency specialized in LindedIn Ads, we give you a definitve guide to launch a performant LinkedIn campaign.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gotoclient.com\/en\/definitive-guides\/the-linkedin-ads-definitive-guide\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The LinkedIn Ads definitive guide 2025 for professionals - 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