1. LinkedIn Ad campaign
User Manual
Wednesday, 13th June 2012

2. Document overview
This document provides a top line overview of how LinkedIn Ad
campaign can be set up and managed.
This document covers:
• LinkedIn Ad Campaign Set up:
1. Campaign Set up
2. Targeting
3. Campaign Options
4. Checkout
• Tracking Results
• LinkedIn Ad Campaign – basic FAQs
• LinkedIn Ad Guidelines
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3. How to set up an Ad Campaign on LinkedIn
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4. Initial Set up
In order to set up your Ad Campaign in LinkedIn:
• Search for LinkedIn Ads in Features
• Once you are in the LinkedIn Ads section press Start button
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5. Initial Set up - Step 1 - Create Ad Campaign
• Log in to your LinkedIn account
• LinkedIn Ads campaign set up page will appear
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1. Set up consists of 4 steps:
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• Set up the add
• Targeting
• Company Options
• Checkout
2. Add campaign name
3. The campaign can have up to 15 variations (good for setting up multiple
creative to prevent wear out)
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4. Add Ad destination – we recommend linking it to the website
5. Add image (50x50 pxls – PNG or JPEG up to 2 M – if not provided in 50x50
dimensions the image will be re-sized by LinkedIn platform)
6. Enter headline 25 chars and description of upto 75 chars (over 2 lines)
7. Add variations to the ad (same copy but different image, etc)
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6. Initial Set up - Step 2 - Targeting
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1. Select your target Audience using these filters
2. Shows your audience size. As you narrow your search your audience size will
reduce
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7. Initial Set up - Step 3 – Campaign Options
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1. Select campaign payment method – we recommend starting from CPC and
LinkedIn will recommend the starting bidding price based on the target
audience. Select daily budget – you will only be charged on the amount of
clicks generated
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8. Initial Set up - Step 4 – Checkout
• Select your payment options – note $5 will be added to the total amount for
LinkedIn amount activation
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9. Tracking Results
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10. LinkedIn Ads – Tracking the results
If your goal is to generate clicks to your website at a certain cost per click (CPC), use the My Ad Campaigns
tab and Reporting tab in LinkedIn Ads to track your progress. You can track the number of clicks you've
received against your total budget spent.
The reporting panel will look like this
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11. Tracking conversions on your website
Please note, that the site you are driving the LinkedIn traffic to needs to be set up with a tracking code
in order to report LinkedIn conversions.
You can set up Google Analytics or any other website tracking software that allows you to monitor
conversions & click throughs.
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12. LinkedIn Ads – FAQs and Guidelines
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13. Location of Ads – there will the ads show up?
LinkedIn ads appear on prominent LinkedIn.com pages and on the LinkedIn Audience Network.
Up to 3 LinkedIn Ads are shown in each ad placement on the website.
Ads are placed on:
• Profile Page - when members view the profile of other LinkedIn members.
• Home Page - the page members see when they sign in to LinkedIn.
• Inbox - the page where members see messages and invitations to connect.
• Search Results Page - the page that results when you search for a member by name.
• Groups - when members view pages in their group..
CPC (Cost-Per-Click) Ads could also be shown in a text link advertisement at the top of the home page.
Images and logos in the ad may be omitted in this situation.
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14. LinkedIn Ads Guidelines - creating the ads
These Advertising Guidelines represent an overview of minimally-acceptable
standards for advertising through LinkedIn Ads - any ad that violates ANY of the
guidelines below will be removed from the system (and further action may be taken).
LinkedIn determines the professionalism and appropriateness of any advertisement
on the site, and reserves the right to take appropriate action against any
advertisement deemed unsuitable for the site.
The guidelines cover:
• Accuracy
• Ad Text
• Language
• Link Behavior
• Trademarks
• Content
• Usage of LinkedIn
• Affiliate Advertising
• Data Collection
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15. LinkedIn Ads Guidelines - creating the ads
Accuracy: Do not deceive or lie in your ad
• Your product or service must accurately match the text of your ad - don't lie.
• Do not make deceptive or inaccurate claims about competitive products or services.
• Do not advertise prices or offers that are inaccurate - any advertised discount, offer, or price must be easily
discoverable from the Destination URL of your ad.
• Do not imply affiliation with LinkedIn (or any other unaffiliated products or services).
Ad Text: Do not use non-standard spelling, grammar, capitalization, punctuation, or repetition in your ad
• Character limits:
• Headline 25 chars
• First and second lines - 75 characters to span 2 lines
• Image – you can include a 50x50 image in your ad
• Do not use excessive capitalization in your ad. With the exception of valid acronyms, words should never be fully
capitalized in your ad.
• Do not use excessive or inappropriate punctuation in your ad. Do not repeat punctuation and do not use more than a
single exclamation point in your ad.
• Do not use any symbols (i.e. *, @) in a manner that differs from its standard meaning. Do not use a symbol in
replacement of a letter ('cl!ck').
• Do not repeat words or phrases in your ad.
• Do not use caps.
• Please use correct spelling and grammar in the text of your ad.
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16. LinkedIn Ads Guidelines - creating the ads
Language: Do not use inappropriate or unacceptable language in your ad
• English is currently the only supported language for advertisements.
• Do not use inappropriate or unprofessional language in your ad.
• Do not use language that could be considered offensive by any viewer of your ad.
• LinkedIn is the sole judge of the appropriateness of any words or phrases in your advertisement.
Link Behavior: Do not deceive, confuse, or otherwise degrade the experience of members who click on
your ad
• The domain of your Display URL must match the domain of your Destination URL.
• All members must be sent to the same destination URL and landing page from a click on your ad
• Do not send members to a landing page that generates a pop-up
• The landing page must allow users to use the browser's 'Back' button and return to the page that
the ad was displayed on
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17. LinkedIn Ads Guidelines - creating the ads
Trademarks: Do not use trademarks that you are not permitted to use
• Your ad must not include any text that may be deemed as infringing upon the trademarks of other
parties unless express permission has been granted by the trademark owner
• Trademark owners can send concerns about the use of their trademarks to LinkedIn Customer
Service. Any ad found to be infringing on the trademark of a complainant will be removed from
LinkedIn.
Content: LinkedIn Ads does not allow advertising related to any of the following:
• Illegal products or services of any kind
• Alcoholic beverages
• Tobacco products or cigarettes
• Drugs, illegal substances, and any related products or services
• Prescription pharmaceuticals
• Weapons, firearms, ammunition, fireworks, or any other violent products or services
• Sexual or adult content
• Dating sites
• Ringtones
• Illegal downloads of software, media, or other copyrighted content
• Online gambling
• Hate or violent text advocating against any individual, group, or organization
• Bulk marketing products
• Multi-level Marketing programs, scams, or pyramid schemes
• Inflammatory religious content
• Inflammatory political content
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18. LinkedIn Ads Guidelines - creating the ads
LinkedIn: Do not use LinkedIn in your ad
• Do not refer to LinkedIn (the corporation, brand, or site) in your ad
Affiliate Advertising: No affiliate advertising through LinkedIn Ads
• Affiliate ads and related programs are not allowed to advertise using LinkedIn Ads
Data Collection: Do not use an ad to facilitate collection of a member's data, including:
• Demographic or usage data
• Usernames or passwords from the member for use on LinkedIn or any other site
• Phishing or other scamming tactics to collect sensitive personal information or money
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19. Thank you
WiTH Collective
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