Do you want LinkedIn Marketing Fundamental quick guide

Here is the quick guide for the Linkedin Marketing Fundamental course. I share my experience with you.

Linkedin platform

1. Use Linkedin Audience Network when you want to reach professional audiences on third-party sites outside of the Linkedin platform.
2. You should post every week on your Linkedin page to see 2x lift in engagement.
3. You need Designated Admin access or Sponsored Content posting access to run advertisements.
4. Linkedin implements Second-price auction system. The winner only pays the bid price offered by the second-highest plus one cent.
5. Understand your campaign goal and monitor the performance of your Linkedin page’s organic posts before start promoting with paid ads.
6. Linkedin Marketing Solutions’ payment scheme

Credit card payment	Monthly invoicing
No minimum spend; only 2 cards allowed	minimum spending of $3000 per month

Linkedin Campaign Manager

Here are the common metrics introduced in the Linkedin Marketing Fundamental.

Campaign Metrics
Performance	Spent, Impressions, Average CTR, Average CPC, Cost Per Lead
Delivery	Reach, Average Frequency
Engagement	Clicked, Reacted, Shared, Followed, Commented
Sponsored Messaging	Sends, Opens
Conversions and Leads	Click Conversions, View Conversions, Leads (Lead Gen Form)
Video	Views, View Rate
Budget and Bid	Daily Budget, Total Budget, Average Daily Spend, Average Monthly Budget
Job Applicants	Job Application, Job Application Rate

1. By definition, Reach means the unique number of people exposed to at least one impression.
2. The only mandatory field in Campaign Manager is Location.
3. It is recommended to evaluate campaign performance on weekly basis.
4. Use targeting templates to pre-save and reuse audiences to save time while setting up targeting for new campaigns.
5. The Matched Audience targeting techniques are Account Targeting; Lookalike Targeting; your Customer Relationship Management (CRM) data; Website Retargeting.
6. Maximum Delivery (Automated) Bid optimizes the budget to focus on campaign objective selected.
7. The right campaign objective determines your campaign settings and how Linkedin optimizes it for success.

Linkedin Ads

Ad Objective	Ad Formats
Brand Awareness	Single image ads Carousel image ads Video ads Event ads Text ads Spotlight ads Follower ads
Website Visits	Single image ads Carousel image ads Video ads Event ads Follower ads
Video Views	Video ads
Lead Generation	Single image ads Carousel image ads Video ads Message ads Conversation ads
Website Conversions	Single image ads Carousel image ads Video ads Text ads Message ads Spotlight ads
Job Applicants	Single job ads Jobs ads Single image ads Spotlight ads

1. You don’t need to always build custom content for Linkedin Ads.
2. Linkedin uses an auction system based on bids combined with relevance to determine which ads are shown.
3. Use Message Ad when you want to deliver direct personalized message.
4. Implement Carousel Ad when you want to tell an interactive story.
5. Conversion Ad allows you to include multiple unique Call-To-Action buttons.
6. Four to five creatives in each campaign can minimize content fatigue.
7. To succeed in Linkedin Auction, you need to do:
   1. Bid enough to be competitive
   2. Strive for relevant and compelling content
   3. Optimize to achieve a high Click-Through Rate (CTR)

Linkedin Ad Targeting

Audience Attributes
Company	Category, Connections, Followers, Growth Rate, Industry, Name, Revenue, Size
Demographics	Age, Gender
Education	Degrees, Field of Study, Member Schools
Job & Experience	Job Function, Job Seniority, Job Title, Member Skills, Years of Experience
Interests & Traits	Member Groups, Member Interests, Member Traits

Moreover, it is strongly not recommended to use age or gender as targeting attributes. They are inferred and can reduce your audience size by 50%.

1. Create a clear target audience persona before you start building your target audience.
2. The perfect mix for brand awareness and conversion campaigns depends on your brand and industry.
3. In addition to language and location, Linkedin recommends to include not more than 2 to 3 targeting attributes.
4. CTR = Number of chargeable clicks / Number of impressions
5. If you want to target the buying committee of small businesses, you should use Job Function + Company Industry + Company Size options.
6. You can target the Company and layer on extra attributes to narrow your audience when your business emails are not getting many matches.
7. If your campaign is not reaching its budget, you can enable Audience Expansion; set more competitive bids; Using the Maximum bidding option; Linkedin Audience Network.
8. Follower ad campaign focuses on Cost Per Result performance
9. “Last Touch – Last Campaign” gives you one conversion against the campaign the user saw most recently.
10. Choose Conversion as your campaign objective if you want to increase the number of downloads.
11. You can modify conversion window when setting a conversion action.

Matched Audiences

1. You need a contact list or website audience list to build Lookalike Audiences for your campaigns.
2. If you want to reach more similar audiences, select Lookalike Audiences and enable Audience Expansion.
3. You can exclude a contact list from your campaign with Matched Audiences.
4. Use Lookalike Audiences and Audience Attributes in your brand awareness campaign to reach potential buyers.
5. Choose Website Retargeting; Own Data and Lookalike Audiences for Conversion campaigns.

Linkedin Insight Tag

1. After installing Insight Tag, you can access Conversion Tracking; Website Demographics; Website Retargeting.
2. You can view different group of website audiences for key web pages through Insight Tag tracking. Then use Audience Attributes to find potential customers with similar profiles.
3. If website does not have unique URL, use event-specific image pixel.

Linkedin Ad Campaign Optimization

1. Reach and Relevance are two main key elements when optimizing your targeting strategy.
2. Let your ads run for at least a week before making optimization.
3. How to determine which creative is better when you create two pieces for the same event? Target both creatives to the same audience. Then monitor performance for the highest conversion rate AND lowest cost per conversion.
4. Your Website Demographics show audiences left your product page without purchase. Use Website Retargeting to drive customers down the funnel.
5. You launch an ad campaign to promote a live demo. You see high engagement rate but low registration. To improve, first check your event’s landing page. Is it mobile optimized? Is the offer’s message clear? Then implement Conversion Tracking to help Linkedin optimizes your campaign.
6. The chart shows the website is getting leads but no engagement. Use Matched Audience or Marketing Automation. Also promote with a mix of thought content to prime audiences.
7. Focus on Cost Per Conversion to optimize your Website Conversions campaign.
8. Focus on your Cost-Per-Mile (CPM), Reach and Frequency for brand awareness campaigns.

Linkedin Marketing Fundamental: The Differences

Website Demographics	Campaign Demographics
See which types of professionals visit website	See which types of professionals seeing ads

Audience Expansion	Lookalike Audiences
Target audience attributes to reach similar professional characteristics Include seed audience Awareness and Consideration	Mirror audiences of website visitors; Matched Audience No seed audience Lead Generation Form

AND	OR
Narrow search results	Widen search results

I hope the above will help you pass the Linkedin Marketing Fundamental certification exam.