How To Create a New Ad Campaign on LinkedIn

I use LinkedIn every day. I like the way they’ve created their ad campaign creation wizard. Easy and straightforward. Here’s a tutorial about starting your first advertising campaign on LinkedIn.

Step 1: Name and Ad Creation

LinkedIn Ads Wizard

You can create up to 15 ad variations to test which image and text performs best.

Ad campaign creation tips:

  • For best results, your Destination URL should be specific to the product or service that you’re advertising, as opposed to your homepage.
  • An image can help your Ad draw more interest among your target audience. Ads with images get up to 20% more clicks.
  • Find what resonates best with your audience by testing multiple variations of your Ad campaign – try different images or headlines.
  • Want to draw more attention to your Ad? Try making your headline into a question.
  • Keep it relevant. Make sure your ad destination makes sense with your ad copy.

Step 2: Targeting

You can target by job title and function, by industry and company size, by seniority and age, and by LinkedIn Groups.

Ad Targeting

LinkedIn audience targeting tips: 

  • Having at least 2 targeting criteria will help your ad reach the right audience.
  • Avoid going too narrow – a good rule of thumb is an audience size over 100,000 members.
  • Try testing a campaign just for Groups. Target as many groups as possible with a common theme and highlight your theme in the ad copy.
  • Ensure you reach your right audience by targeting on Job Function and Seniority.
  • You can also reach LinkedIn members on other websites through the LinkedIn Audience Network – a collection of partner websites that display LinkedIn Ads on their pages.

The World's Largest Audience of Professionals

Step 3: Budget and Lead Collection Options

With LinkedIn, you can pay by clicks or impressions (stop your ads at any time).

LI ad campaign budget

LinkedIn Ads budget and lead generations set-up tips:

  • To ensure that you receive impressions, make sure your bid is within or above a suggested bid range.
  • LinkedIn encourages you to bid on a CPC basis so you only have to pay when a user clicks on your ad.
  • LinkedIn recommends using the ‘optimized’ rotation strategy (default option). It will make sure that you’re always showing the creative that is performing the best.
  • On this step you can opt-in for Lead Collection – the free LinkedIn Lead Collection bar will allow visitors to easily request contact from you:

1. Collect – people who click on your ads will see a lead collection bar above your website that prompts them to request contact.
2. Review – you will be notified by email when you receive a lead, and you can review the LinkedIn profile.
3. Respond – reach out with personalized messages directly from LinkedIn or by email, if the person has made it available.

On this step click Next and you’re all set with your ad campaign creation. Congratulations!

What’s Next

To start all you need is a LinkedIn account: By the way, it’s now possible to separate your advertising account from your personal account and invite multiple people to manage your ads – you need to use a business account.

From the 30-minute Getting Started with LinkedIn Ads webcast, you can also learn:

  • What makes LinkedIn Ads unique
  • How to create your 1st ad campaign
  • Best practices on ad creative, targeting, and tracking


LinkedIn Marketing Solutions: – tailor your content to specific audiences with Targeted Status Updates.

If you have any questions, run a search at LinkedIn Ads FAQ. Good luck!

The Cream of the Crop in User Experience

People keep asking on LinkedIn and Quora if there’s anything interesting in the User Experience (UX) world. I’m mostly accustomed to educating myself by reading articles. Rare are the opportunities to attend conferences or participate in webinars.

Let me share the most interesting websites, blogs and twitter accounts I follow on the topic of Feng Shui 2.0.

Major UX and Design Websites

  • User Interface Engineering is a research, training, and consulting firm specializing in web site and product usability. Blog and podcasts.
  • – Jakob Nielsen’s column on Web usability.
  • UX Booth: Resources and Blog.
  • –  Designing and testing usable interfaces. Use-case models and model users. Conducting meaningful user testing. Usability testing on the cheap.
  • showcases inspiring web design, alongside resources and tutorials for you to succeed in the same way.
  • delivers useful and innovative information to Web designers and developers.
  • delivers a central place to discuss the critical disciplines that all enhance user experience.
  • a one-stop source for government web designers to learn how to make websites more usable, useful, and accessible.
  • serves the YUI community by publishing articles about the YUI LibraryYahoo! Design Patterns Library, and frontend engineering/web design in general.
  • User Interface Engineering is a leading research, training, and consulting firm specializing in web site and product usability.


UX Tools

  • Helping 1000s of businesses turn analytics into insights that guide decision-making and growth.
  • SEOmoz/UX – blog posts related to user experience.
  • Crazy Egg is a simple web application that lets people track actual clicks on a website.
  • In particular there’s a good article: Checkout the Amazon Way. ClickTale is the industry leader in Customer Experience Analytics (CEA), providing businesses with insights into their customers’ online behavior.
  • allows you to increase the value of your existing websites and traffic.
  • Usability testing made easy, quick and effective.

The UX Community on Twitter

Here are some great UX folks I’ve rounded up for you:

Also check out and follow my UX list on Twitter.


T-shirt Feng Shui


LinkedIn Strategies for Personal Branding: Earning Expertise with LI Answers

With LinkedIn Answers ( you’ll “get fast and accurate answers to your busines-related questions and receive business advice from hundreds of thousands of experts”.

But it’s also a good opportunity to demonstrate your knowledge and expertise in order to build your personal brand. So you can think strategically about LinkedIn and, if you have something nice to say, take action.

I started answering questions on LinkedIn in April 2008. At that time, I guess my strategy was to find interesting connections. Now, here are some stats worth bragging about.

LinkedIn Answers Statistics

My best/good answers ration.

LinkedIn Q&A stats

Every time the questioner picks my answer best, I gain a point of expertise.

LinkedIn Expertise

Over the years, I’ve learnt a lot from many intelligent and motivated people, geeks and LI frequenters. I thank you all!

Interesting facts and strategies about LinkedIn Answers:

  • The more points of expertise, the higher your profile appears on lists of experts.
  • When you see the green star on a profile, you know that person has proven their expertise by answering questions.
  • LI members with greater than 5 connections are allowed to ask up to 10 questions each month.
  • Make sure you show your questions, answers and expertise on your profile. Here are a place on LI to configure it.
  • Before embarking on personal branding strategies with LI Q&A, check out LinkedIn Answers Guidelines and Limits.

Some of my best answers on LinkedIn:

Gideon Roberts: Given today’s launch of Google Instant, I’m interested to find out whether people search from Google or search from Google in the Toolbar.

For now, I’ve turned off Google Instant. Most of the time I use Google Chrome’s address bar.

Dave Thackeray: How do you convince your C-levellers as to the value of creative copywriting on your websites?

You need web writing that converts and really works. It’s always unique to each site, niche, market but some “technical” tricks can be used. As for case studies, take a look at Alertbox, A List Apart Magazine and HotText. Hope this helps.

Dave Charbonneau: “How do I add a “Post To Twitter” link to my blog and other sites?

Just paste this code on your single.php file, within the loop:

<a href=” reading <?php the_permalink(); ?>” title=”Click to send this page to Twitter!” target=”_blank”>Share on Twitter</a>

Now your readers can send your post URL to twitter!

Nicole Hogan: Is Craigslist a good help or just dying?

I answered on in my blog. Take a look.

Henry McDaniel: Is there a software association a small software company or freelance programmer can join that actually would help one reach more clients?

Check out NTEN, IT meets nonprofits.

Bob Westrope: How many developers does it take…

Check out the company profile on LinkedIn. You’ll definitely find some useful figures.

Having a more detailed requirements, you can knock on the Free Quote and RFP doors of some software / app development companies.

Ravi Deva: Corporate Community Outreach folk can you describe a typical day in your professional life?

Check out the following blog article “Online Community Guru: A Day in the Life”.

Keith Hagen: Best Conference for Internet Strategy & Marketing

Internet Marketing Conference (IMC). The next event will be in Vancouver, September 16-18, 2009.

Renate Kriegler Edwards: Do typos, bad spelling and poor grammar put you off a company’s website?

It can be expected that there will be a few typos on any web-site.

Poor spelling and grammar on a website 100% negatively affects the company’s image.

We observe poor web content because content is often the last thing to be considered. Take a look at “The Cure for Content-Delay Syndrome” by Pepi Ronalds

Eric Gruber: Know of any real estate investing sites that accept article submissions

Investopedia (a part of Forbes Media LLC). I had great results with the arena.

Is Craigslist a Good Help or Just Dying?

I’m not sure, Nicole. But just take a look at Google Trends for “Craigslist”- I don’t see any negative trends.

Here’s another screenshot, now from AdWords Traffic Estimator. I don’t have any history on this one but it looks impressive, anyway.

However, in community-trust sense, Craigslist has definitely lost its appeal to many good folks:

“Formerly, a decent website for local classified ads and expression of opinions. Currently dysfunctional in many cities due to craigslist enabling indiscriminate flaggers to remove all ads in some categories.” Source: