LinkedIn Advertising Training Course

Course overview

• LinkedIn, now owned by Microsoft, boasts 930 million active users and over 60 million companies listed. It is a unique platform where you can raise your business profile, build brand awareness, market your content or services, and connect with business decision-makers.
• However, standing out on LinkedIn can be challenging. How do you cut through the noise and get noticed? And how do you use LinkedIn to grow your business or achieve your commercial goals?
• This LinkedIn Advertising training course is designed for anyone looking to optimise their paid content or ads on LinkedIn.
• By attending this course, you'll learn how to make strategic decisions about your paid campaigns, navigate LinkedIn's Campaign Manager, optimise all aspects of your campaigns, and set up advanced audience targeting, conversion tracking, and campaign tracking.
• To enhance the learning experience, we can also use your own LinkedIn campaigns during the session.

Benefits

• Gain a framework and processes to effectively plan your LinkedIn campaigns
• Learn how to leverage LinkedIn ads to achieve your organisation's commercial objectives
• Develop messaging and content strategies that stand out
• Step-by-step guidance on setting up and optimising LinkedIn paid campaigns
• Best practices for campaign optimisation to maximise performance
• Learn how to set up LinkedIn Insight Tag, Conversions, and Audiences
• Measure campaign performance using LinkedIn's Campaign Manager
• Tag campaigns for measurement and attribution in Google Analytics 4

Curriculum

Latest Trends & Data

• Current LinkedIn trends and usage metrics
• Audience demographics, countries, age segments, and company data
• How LinkedIn fits into the broader Social Media ecosystem
• Use cases for leveraging LinkedIn to achieve organisational goals

Planning Your LinkedIn Campaigns

• Auditing your LinkedIn Page and post analytics to gain insights into followers, visitors, and content types
• Methods to audit your competitors, their posts, and paid advertising
• Framework for building LinkedIn goals and KPIs
• Developing ideal audience personas
• Building a LinkedIn messaging strategy to guide audiences through the funnel
• Strategic considerations for optimising LinkedIn content

The LinkedIn Advertising Platform

• Why to avoid boosting posts
• Choosing the right LinkedIn campaign objectives for success
• LinkedIn Ad Formats: which ones to choose and which ones work best
• Step-by-step guide to creating LinkedIn campaigns in Campaign Manager
• Building audiences and maximising campaigns with retargeting
• Advanced audience targeting tactics to improve sales/lead generation performance
• Controlling costs, setting budgets, and scheduling
• Optimising LinkedIn creative assets
• Best practices to maximise delivery and impressions
• Key metrics to monitor for optimal performance

Advanced Measurement & Attribution

• Installing and managing LinkedIn Insight Tag (directly on your website or via Google Tag Manager)
• Setting up LinkedIn Conversions for accurate attribution
• Advanced Event-based conversion tracking
• Using UTM parameters to track LinkedIn campaigns (ensuring compatibility with Google Analytics 4)
• Navigating LinkedIn's analytics for reporting
• Measuring multi-channel attribution in Google Analytics 4

Who will benefit from this course?

• The LinkedIn Advertising training course is ideal for anyone looking to maximise their paid campaign performance on LinkedIn. Typical attendees include professionals in marketing, sales, communications, or business development roles.