Audience Targeting, AI Tools, Campaign Optimization & ROI
This LinkedIn Advertising Masterclass is a two-module course for B2B marketers who want to build practical skills in audience targeting, ad creative, AI tools, conversion tracking, testing, and campaign optimization. LinkedIn expert Luan Wise leads the course, with live online learning and a fully prerecorded option available. Enroll today.
Special Fall 2026 Pricing: Regularly $1000 is now 50% off—$500. Enroll here.
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 often 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 understand the fundamentals of online advertising and the role of the marketing funnel for awareness, consideration, and conversion.
- You need to know how the creative assets work and what kinds of paid content work best for your goals.
- Finally, once your ads are set up properly, you need to know how to review your results and optimize for best performance.
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, build new working knowledge, and develop the confidence to run successful LinkedIn Advertising campaigns in LinkedIn Campaign Manager, plus advanced skills with new AI-powered tools.
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 you 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 to achieve your goals.
Module 2 will teach you about the best LinkedIn ad formats to use, top creative 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 ads using images and video assets, as well as distinct ad formats for thought leadership content, newsletter, and event promotion.
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 A Live Session? No Problem!
Can’t make it to a live session? No problem. We’ll send the masterclass recordings, slide presentations, and supplementary materials shortly after each session so you can catch up, revisit the material, or reinforce your learning. You can also contact the instructor with questions.
Module 1: LinkedIn Advertising Fundamentals.
Description:
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.
Key Takeaways:
In this class, you will learn:
- The fundamentals of online advertising and LinkedIn’s role in the marketing funnel.
- Setting up your LinkedIn Advertising account, including Insight Tag and Conversion Tracking.
- Navigating the LinkedIn Campaign Manager platform.
- The importance of knowing your target audience.
- Using LinkedIn’s ad targeting.
You will see video demonstrations of the Campaign Manager platform, learn about audience targeting criteria and identify how you can best reach them via LinkedIn advertising.
Module 2: Managing Successful LinkedIn Advertising Campaigns.
Description:
Module 2 will teach you about the best LinkedIn ad formats to use, top creative 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 a wealth of examples and tips for image ads, thought leadership ads, sponsored posts, content, and videos. Lastly, you’ll discuss marketing metrics.
Key Takeaways:
In this class, you will learn:
- How to define your LinkedIn advertising objectives.
- Advertising design, copywriting, and video creation tips.
- The importance of A/B testing to compare different ad variations.
- Useful tools, including AI, to support ad creation.
- Budget considerations.
- LinkedIn’s reporting and analytics capabilities.
Together, we will explore best-practice examples of all ad types, from single images to videos. You’ll have the opportunity to participate in the discussion and ask questions throughout each session.
How to Convince Your Boss Why You Should Take this Class:
LinkedIn is the top social media platform for B2B—The B2B buyer is researching and consuming content online now, more than ever. Today’s buyers might be anywhere from two-thirds to 90% of the way through their research journey before they reach out to a salesperson (Forrester). That means we need to be reaching them with content to engage and influence them wherever they are in the decision-making process.
The power of paid social—Social media advertising helps get your message out to more of your target audience. LinkedIn provides opportunities for image ads, video ads, message ads, conversation ads, and *new* thought leadership ads.
Save costs—Reduce wasted ad spend by learning how to run campaigns effectively. Get the results your business needs.
Practical insights—Learn with an industry-recognized practitioner. This course is more than theory; it’s packed full of examples and best-practice advice. You can ask every question you need to!
The Presentations:
- The workshop is a mix of presentation and practical exercises.
- The workshop is live so that you can ask your questions.
- Can’t attend the live workshops? No problem! These DMAnc.org workshops will be recorded and the recording will be sent within 24 hours of the live online class.
- If you have questions after the class, you’re welcome to email the instructor.
Download Materials:
- Recordings of the presentations with slides and audio.
- PDFs of the complete presentations.
Who is the course for?
Marketing managers, digital marketing managers, demand generation managers, creative directors, agency account directors and media planners.
The Presenter:
Luan Wise
Luan Wise teaches the LinkedIn Advertising and Event Marketing Masterclasses at the Direct Marketing Association of Northern California.
Luan Wise is a chartered marketer and fellow of the Chartered Institute of Marketing with over 20 years of experience in agency, client-side, and consultancy roles working across sectors including B2B and B2C professional services, higher education, manufacturing, learning & development, and more. She has supported household names like Hilton, Royal Mail, the University of Cambridge, and many small, high-growth businesses. She is a course instructor for LinkedIn Learning, an accredited lead trainer for Meta, and a coach for Google’s Digital Garage initiative.
Luan is a visiting fellow at the University of South Wales (UK) and regularly delivers guest lectures at university business schools. She also speaks at leading industry conferences, such as the Global Marketing Summit.
Luan is the author of the award-winning book ‘Relax! It’s Only Social Media’, and has recently published ‘Planning for Success: A practical guide to setting and achieving your social media marketing goals,’ featuring research conducted in collaboration with Warwick Business School, University of Warwick (UK).
For further information about Luan, visit www.luanwise.co.uk or social media profiles: linkedin.com/in/luanwise | twitter.com/luanwise | instagram.com/luanwise | facebook.com/luanwise | tiktok.com/@luanwise
The LinkedIn Advertising Masterclass delivered the exact type of workshop experience I had hoped for. The presenter was very detailed and thorough at every step of the way. This was the type of information and expertise you will not be able to receive from free videos on YouTube or elsewhere.
I love the in-depth content they provided. It wasn’t just a how-to but also an explanation of how it works, why, and what strategies you can implement yourself!
This course was incredibly helpful! I am just getting started in LinkedIn Ad campaigns and this answered questions that I didn’t even know I had!
Workshop dates and times:
Fall 2026
Module 1: LinkedIn Advertising Fundamentals.
Prerecorded online.
Module 2: Managing Successful LinkedIn Advertising Campaigns.
Wednesday, September 23, 2026, 9:00 a.m.-11:00 a.m. PDT.
