Create a LinkedIn campaign
The campaign wizard can build a LinkedIn campaign. The campaign is single image Sponsored Content that sends people to your website. The ads show in the LinkedIn feed to the job functions, seniority and company sizes that you pick.
Before you start
- Reconnect LinkedIn Ads once. To post an ad as your company Page, Hero Marketer needs the
w_organization_socialpermission. A connection made before Hero Marketer could create campaigns does not have it. Open Settings > Connections and click Reconnect on the account. - Have a role on your company Page. LinkedIn posts each ad as the Page that your ad account belongs to. The LinkedIn member that you connected with must be a Super admin, a Content admin or a Sponsored Content poster on that Page.
- Link the ad account to a Page. If the ad account has no Page, the step shows This ad account isn't linked to a LinkedIn Page, so it has no Page to post ads as. Link one in Campaign Manager.
- Have your product context. Hero Marketer writes the ads and picks the audience from your product context. If the product has none, the wizard asks for your website first.
Pick LinkedIn
Open Create campaign. When your business has two or more platforms, a card shows for each platform above the first step. Click LinkedIn Ads. Each platform keeps its own draft, so your Google Ads draft stays when you change to LinkedIn.
When LinkedIn is the only platform of your business, the wizard opens on LinkedIn and shows no cards.
Choose who sees your ads
The Choose what to target step is one sentence: "Show my ad for product to people in country who work in job functions at the level of seniority at companies of company sizes and send them to landing page."
The first time that you open a LinkedIn campaign for a product, Hero Marketer picks the job functions, the seniority and the company sizes from your product context. The line under the sentence shows Picking who to reach… while it works. This uses a small amount of credits one time for each product. After that, each campaign for the product starts from the same audience at no cost. When you change your product context, Hero Marketer picks the audience again the next time.
To change a part of the audience, click it in the sentence and select or clear the check boxes. With no box selected, that part does not narrow the audience: the sentence shows any job function, any seniority or any size. Unpaid and Training are not in the seniority list.
The line under the sentence shows the size of the audience, for example About 184,000 LinkedIn members. LinkedIn runs no campaign for fewer than 300 members. Under 300, the line shows Fewer than 300 members. LinkedIn needs more to run, so widen the audience. and Write my ads stays unavailable. To widen the audience, select more job functions, levels or company sizes.
The ads go to members who use LinkedIn in English, because Hero Marketer writes the ads in English. The campaign does not use the LinkedIn Audience Network or Audience Expansion.
Write the ads
Click Write my ads. Hero Marketer writes 4 ads. Each ad has:
- an Intro text of up to 150 characters, which shows above the image;
- a Headline of up to 70 characters, which shows below the image beside the button.
LinkedIn cuts longer lines short with "see more", so Hero Marketer keeps each line to these lengths. The 4 ads tell the story from 4 sides: the result, a problem that the product solves, a proof point from your product, and how the product does the job.
Hero Marketer also picks one button for all the ads from your product's offers: Request demo only when your product offers a demo, Sign up only for a free plan or a trial, Download, Register or Subscribe for those offers, and Learn more otherwise. Writing the ads uses credits, the same as other ad copy.
Check your ads
The Check your ad step has these parts:
- The budget bar. The monthly budget starts at LinkedIn's suggested daily budget for your audience, times 30.4. LinkedIn also sets a minimum daily budget for the audience. Under it, the launch bar shows LinkedIn needs a daily budget of at least and the minimum.
- The ads. A list on the left shows the 4 ads. Click an ad to open it. A check shows when the ad is ready. A warning shows when the ad needs an image or a line is too long or empty.
- The preview. It shows the open ad as a post from your company Page in the LinkedIn feed. Click Desktop or Phone to see each place. Click the arrows button to see the next ad.
- The open ad's lines. Change the intro text and the headline. Each field shows its count against its limit.
- The campaign card. It shows who sees the ads, the company Page that posts the ads (Posts as), the landing page and the button. To change the button, click Button. To change who sees the ads or the landing page, click its row, which opens the first step. The company Page comes from your ad account, so you cannot change it in Hero Marketer.
- Images for the open ad. Pick the image of the open ad from your product's images. You can also make new images or upload your own here, the same as in Create images. A new image goes to the open ad.
An ad takes a landscape, square or portrait image. LinkedIn shows a portrait image on phones only. Hero Marketer crops a landscape image to LinkedIn's 1.91:1 when you launch.
Launch
Click Launch at amount a month. The launch waits until each ad has an image and its lines are within their limits.
Hero Marketer uploads the images to LinkedIn, then creates a campaign group and the campaign, and posts each ad as your company Page. The posts show only as ads, not on your Page. The campaign starts last. If a step fails, Hero Marketer removes what it made, so nothing spends.
The campaign uses LinkedIn's automatic bid (maximum delivery) for website visits, with the daily budget from your monthly budget. LinkedIn reviews each ad before it shows.
The automatic name is Website visits | product | country code.
For now, Hero Marketer can make changes on five LinkedIn ad accounts in total, and a launch counts as a change. On a sixth account, create the campaign in Campaign Manager.