LinkedIn - Campaign Setup

This document outlines how to set up your LinkedIn campaign for your multi-channel ABM program. If you need any additional assistance or would like to provide any feedback on the integration with LinkedIn, please reach out to your Madison Logic Customer Success Manager.

Prerequisites

1. LinkedIn Ads Business Account

   1. If you do not have an account, you can create one by following these instructions. 

   2. If you already have an account you can use, move onto 2. 

2. Assigned user roles for your LinkedIn Ads Business Account

   1. Make sure you/your team has access to create, edit, and launch creatives and campaigns. 

   2. Learn about User Roles and what they mean here.  

3. Target Account List from Madison Logic

   1. Account list must include company name & company website using the format below

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Steps

1. Create a NEW campaign in your LinkedIn Ads Business Account. 

   1. Only new campaigns can be used with Madison Logic. If you have more than one new campaign, you can map all of the campaigns to one program in MLP. 

   2. If you would like to create a new campaign using parameters from an existing campaign (ie. Job Titles, Function, Seniority, Budgets), you can duplicate the parameters into a new campaign.  

   3. Don’t forget to: 

      1. Select ‘Engagement’ for your objective. Your goal should be to reach and engage your target account list. 

2.  Target your Account List using Matched Audiences.  

   1. Madison Logic will provide you with your target account list. Follow the below steps to see a list of all of your ML Matched Audiences and select one.

       

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Don’t forget to: 

• Disable ‘Audience Expansion’. If you don’t uncheck the box you will reach accounts that are not on your target account list. MLP only reports on accounts in your target account list. 

• Disable ‘LinkedIn Audience Network’ to focus your ads on LinkedIn’s platform. 

• Reach the buying committee at your target accounts by adding demographic targeting filters like Function and Seniority or Job Title. 

3. Create your Ads. 

• It is best practice to use Sponsored Content Ads (Single Image, Video, Carousel) with your Madison Logic program.  

• You can use any ad format with the Madison Logic Account List, however MLP currently supports reporting on impressions, clicks, likes, comments, and shares, so functions best with Sponsored Content campaigns. 

• Don’t forget to: 

• Make sure your ads are following LinkedIn’s Ad Specs 

• Run between 2 and 5 ads simultaneously to your audience to maximize reach and delivery. 

4. Set up your bid, budget, and dates.  

• Add a start date and an end date to your campaign. Once integrated, your Madison Logic Program will estimate potential reach (impressions) and delivery (spend). 

• Set up your bid and budget.  

• Don’t forget to: 

  • Choose the right bid type – CPC tends to be more efficient than CPM at driving engagement. 

  • Bid above or at the high end of the LinkedIn bid recommendation to make sure you are winning in auction. You will never pay more than your entered bid. 

5. Launch your LinkedIn Campaign