Introduction:

For B2B marketers, there should be no better social medium for advertising than LinkedIn. It’s where your target audience lives, breathes, and communicates. It’s where audiences share information about themselves, their industries, and their professional needs and wants. But those new to LinkedIn advertising don’t know where to start, or how to make the most of the platform. And many marketers report being disappointed that their LinkedIn campaigns don’t get the results they hoped to achieve.

Most of the time, the problem is not the medium, but gaps in knowledge about how to make it work properly. When it comes to LinkedIn ads:

• You need to know how to set them up.
• You need to know how the creative assets work, and what kinds of paid content works best for your goals.
• Finally, once your ads are set up properly, you need to know how to make them convert.

Many LinkedIn training courses address the first item, but not the second and third critical pieces of the puzzle. In this LinkedIn Advertising Masterclass, you will gain the knowledge and skills in all three areas to advertise effectively on the number-one social media platform for B2B marketing.

In this two-module masterclass, Instructor Luan Wise shows you how LinkedIn fits into the B2B sales funnel, and how to structure your LinkedIn content to balance your short-term and long-term goals. You’ll gain valuable insights, gain new working knowledge, and develop the confidence to help you run successful LinkedIn Advertising campaigns within LinkedIn Campaign Manager.

Module 1 of the course will refresh you on the fundamentals of online advertising, help you set up and optimize a LinkedIn Ads account, and get familiar with the LinkedIn Campaign Manager advertising platform. You will learn how to identify your advertising objectives, define your target audience, and use LinkedIn’s advanced audience targeting options.

Module 2 will teach you about the best LinkedIn ad formats to use, creative top tips and best practices, and how to build, monitor, and optimize your campaigns for the best results. You’ll learn about budgeting, bidding, A/B testing, and measuring results. You’ll also get tips for creating image ads, thought leadership ads, sponsored posts, content, and video. And lastly how to think through the marketing funnel. You’ll have the opportunity to participate in the discussion and ask questions throughout each session.

Key Takeaways:

• The role LinkedIn advertising plays in the marketing funnel.
• The fundamentals of LinkedIn advertising.
• Setting up your LinkedIn advertising account.
• Navigating the LinkedIn Campaign Manager platform.
• Defining your LinkedIn advertising objectives.
• The importance of knowing your target audience.
• LinkedIn ad formats & ad types.
• Advertising design and copywriting tips.
• Useful AI tools to support ad creation.
• The importance of A/B testing.
• Budget considerations.
• LinkedIn’s reporting and analytics capabilities.

(Can’t attend the live workshop? No problem. These workshops are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.)