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Pre-Course Self-Assessment (Optional)
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Why Advertise on LinkedIn?
To understand how best to advertise on LinkedIn, it’s important to start with why. In this section, we’ll introduce the LinkedIn audience and environment and the reasons why marketers make LinkedIn a part of their advertising strategy.
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Why Do Marketers Love LinkedIn?
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How LinkedIn Lifts Your Brand's Reputation
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Knowledge Check
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Getting Started with Campaign Manager
Before you create your first campaign, you’ll need to lay a little groundwork. In this section, you will:
- Create a LinkedIn Page
- Create a Campaign Manager account
- Plan your creative
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How to Set Up Your LinkedIn Page
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How to Get Started with Campaign Manager
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Planning Your Advertising Campaign Strategy
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Knowledge Check
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Creating Your First Ad Campaign
You’re ready to start reaching your most valued professional audience on LinkedIn. In this section we’ll get practical on how to run the most effective campaign. You will learn:
- How to choose an objective and define your audience
- Which ad format best fits your objective
- How to set a budget and optimize your bids
- What metrics to evaluate to optimize post launch
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The Ad Campaign Journey
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Choose an Objective
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Choose the Right Audience
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Choose Your Ad Format
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Set Your Budget and Schedule
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Launch and Optimize
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Knowledge Check
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Reporting
Once your campaign is launched, the real work begins: Monitoring and measuring performance to continually improve your results. In this section, you will learn:
- How reporting works in Campaign Manager
- How the LinkedIn Insight Tag enables more in-depth reporting
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Campaign Manager Reporting
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Additional Reporting Tools
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Knowledge Check
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Optimizing Your Ad Campaigns
The ultimate goal of reporting is, of course, to determine how to make your campaign more successful. LinkedIn makes it easy to optimize your ads based on the results you’re seeing and your ultimate objective. In general, optimizing can improve your campaign performance, improve CTR and help manage your CPC. In this section you will learn:
- Three primary levers for optimizing
- How to optimize for common scenarios
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Optimizing Targeting
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Optimizing Bid and Budget
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Optimizing Content
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Optimization Scenarios
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Knowledge Check
- Course Review
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Course Review
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Survey
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Congratulations!
Introduction to LinkedIn Ads
Learn to create an ad campaign, measure success, and optimize for your advertising objectives.
This course can help you better understand LinkedIn Marketing Solutions’ paid products. When you're done, you'll be able to create an ad campaign using LinkedIn’s native targeting, measure your success in Campaign Manager, and optimize your advertising goals.
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Here's a learning path about media planning and strategy to get you started.
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Here's a learning path about running ad campaigns to get you started.
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Here's a learning path about both media planning and running ad campaigns to get you started.
You're on the media planning and running ad campaigns path. Keep on going!
Let’s apply your learnings
Test and learn in LinkedIn’s Campaign Manager. You can create, measure, and optimize your ad campaigns all in one place.
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Help Center
Get answers to all your questions from getting started to targeting options to billing.
Resources
Check out handy tips and tricks on campaign management and creative strategy.
