We explore what B2B marketers need to consider when implementing their first paid LinkedIn campaign. We cover tips from how to best define your audience, and why demographics are so important, to ad bidding advice and ad format options.

1. HOW TO CRUSH YOUR FIRST LINKEDIN
CAMPAIGN
Napier Partnership Limited - May 2022

2. 2
Objective: Help You
Understand What Works for
Paid LinkedIn Campaigns

3. 3
What We’ll Crush Today
Audiences
Using Multiple
Campaigns
Demographics
Advert Formats Bidding

4. 4
LinkedIn Advertising: Good And Bad
Demographic and
Firmographic Targeting
High cost (CPM/CPC) for
Programmatic Adverts

5. 5
Alternatives to LinkedIn
• Trade Media
• ABM platforms
• Other social media platforms
• Google Search
• Google Display
• Retargeting
• Email and other non-advertising options
Image credit – Flickr user https://flickr.com/photos/cristiano_betta/

6. 6
OK. We’ve
Picked LinkedIn

7. 7
Audiences

8. 8
LinkedIn, like any advertising
platform, would love you to
spend as much money as
possible so encourages
larger audiences

9. 9
You probably have very
specific people you want to
reach.
You might target close to the
minimum audience.

10. 10
Precision Costs Money
• Increasing the number of filters will increase your CPCs
• It costs money to target more precisely
• But it’s usually worth the extra cost… as long as you thought through
who you want to reach

11. 11
Targeting Tips
Use Permanent Location Identify specific
companies if you can
Use company size if not
targeting specific
companies
Job titles are better than
job functions (but more
expensive)
Do not enable audience
expansion
X
Do not enable the LinkedIn
network
X

12. 12
Two Campaigns are Better than One
A campaign has no
option to differentiate
messaging and language
Segmenting reporting
helps optimisation

13. 13
The Magic Demographics Button
• Job function
• Job title
• Company
• Company industry
• Seniority
• Company size
• Location
• Country/region
• County

14. 14
LinkedIn Advert Formats
• Sponsored content
– Single image ads
– Video ads
– Carousel ads
– Event ads
• Sponsored messaging
– Conversation ads
– Message ads
• Lead Gen
– Lead Gen forms
• Others
– Text ads
– Spotlight ads
– Follower ads

15. 15
Single Image Ads: the Standard Option

16. 16
Carousel Ads: More Images

17. 17
Conversation Ads: Almost Real Engagement!
But sadly not in the EU…
A recent ruling by the European Court of Justice (ECJ) restricts the display of native
inbox ads to individuals based in the European Union (EU).As a result of this new legal
interpretation, LinkedIn discontinued EU location targeting on all Sponsored
Messaging campaigns, effective January 10, 2022.

18. 18
Lead Gen Forms… for Lead Gen!
Usually better than sending prospects to a
separate landing page…
But not always. Make sure you test!

19. 19
The Offer is More Important than the Format
• Yes, the ad format can make a difference
– But don’t get hung up on format
• The offer is more important
• And don’t forget it’s the TITLE of a content piece that matters

20. 20
Bidding on LinkedIn
Automating is often the best option If you want to bid, bid LOW.
Minimum is best starting bid.

21. 21
Good campaigns
on LinkedIn
deliver great RoI
Will You Crush it?
Get it wrong and
you can make
very expensive
mistakes

22. THANK YOU!
www.napierb2b.com
mike@napierb2b.com