Chapter 9: Creating A “Text Ad”
Hello there my friends! Let’s continue from where we left of so we can teach you how to set up the next type of LinkedIn Ad available on the campaign manager, the Text Ads. Start on the campaign manager while already logged in to your ad account and click on “create campaign”.
Now locate the “Text Ads” option in the campaign type selection page and click on its corresponding “select” shortcut. Now it is time to start creating your new text ad campaign. The first step is to enter your campaign information.
Start by entering a name for your text ad campaign in the “campaign name” field, and then choose your campaign’s target language on the “target audience language” menu, then click on “next”. In the following step you will have to set up your ad content.
You will first need to specify where members should go when they click on your ad. There are two options available: “my page on LinkedIn” and “my website”. If you select the “my page on LinkedIn” option you will be able to send people either to your LinkedIn page’s main company page or to your LinkedIn page’s career page.
If you select the “my website” option you will be able to send people to your website after they click through your ad. In our example case we are going to select the “my website” option, and then we are going to enter our website’s URL in the URL field.
Now you will have to edit the actual text ad. Start by entering your text ad’s headline, image and copy. Our advice when it comes to writing a catchy headline includes making it brief and direct, and to make it either into a question related to your offer, a “how-to” statement on how to leverage the contents of your offer, or a command line such as “get ahead of the competition with our offer”.
Now, the ad copy should be a longer variation of the message in your headline, and it should include a call to action as well as an incentive such as a discount if there is one. Lastly, to add an image to your ad you will simply have to click on the image box and look for an adequate image on your computer, and then to double click on it to upload it to your ad.
You will be able to preview how your ad will look like on different placements across LinkedIn on the preview section on the right-hand side of the screen. This preview column will allow you to see a “square” version of your ad, a “horizontal” version of your ad, and a “long” version of your ad.
Once you finish setting up your ad simply click on “save” to move on to the next step. Now, before you actually move on to the next step you will be offered the options to “edit” your ad, to “duplicate” your ad, to “manage tracking” on your ad, and to “create another ad” to run on the same campaign.
For this example we are going to simply click on “next”, as we are not going to edit, duplicate or manage tracking, nor are we going to create an ad variation. The next step is the audience creation and targeting set up.
Here you will find the same audience targeting setup options we showed you previously. You can select to “use a matched audience” to either “retarget website visitors” or to “target a list of accounts or contacts”, and you can also use a saved audience to target by going to the “target by” menu and selecting the “applying previously saved” template option.
For this example we are simply going to select the “the audience below” option on this same menu to set up our target audience from scratch.
When you select this option you will have to first select your target locations in the “what locations do you want to target” section by typing the name of a country, state, city or town in the locations field and then select whether to “include” or “exclude” them from targeting.
Now you will have to select your “specific targeting criteria”. For this example we are going to select “company industry” and include “hospital and health care” as our first targeting criteria, then we select “job title” and include “purchasing agent” as our second targeting criteria.
Once you select your targeting criteria you will have to select whether to enable or not “audience expansion”, which we recommend you to enable.
Once you have made your selections on this page click on “next”. In the following step you will have to set up your budget and schedule. First you will have to select your “bid type”.
You can either select “Cost Per Click” if you prefer to bid for clicks or “Cost Per Impressions” if you prefer to bid per every thousand ad views.
Once you select your bid type you have to set up your budget and your schedule. Start by entering your daily campaign spend in the “daily budget” box, and then enter your maximum bid amount in the “bid” box.
Now select a “campaign start date”. You can either select to “start immediately” to launch your campaign right after you finish setting it up, or you can select the “schedule start” option to set a different start date for your new campaign using the calendar function.
Now click on “show end date, total budget and ad rotation options” to adjust your campaign’s additional settings. Click on the “campaign end date” box to enter an end date for your campaign using the calendar function, or simply click on “run indefinitely” if you plan to stop the campaign yourself.
Now enter a maximum budget amount in the “total budget” box if you want to put a limit on how much you plan to spend on your new campaign.
If you created more than one ad for your new campaign you can use the options in the “ad rotation” section to optimize your ads “for clicks” to show your best performing ads more often or to “allow ads to enter auction evenly” if you want to show all your ads equally across your campaign’s duration.
Finally, click on “next” once you have made your selections on this page. In the final “payment details and launch” page you will simply have to review your account and campaign details and to enter your payment method if you haven’t done so already. Then you will simply have to click on “review order” and wait for your text ad campaign to launch. And that’s it!