Organic reach on social is nifty, but you want more. Don’t we all. So, you’ve got a little bit of money to turn loose on a LinkedIn ad campaign — but what now?

Here are 4 steps you should take in starting a LinkedIn ad campaign.

The first thing you have to decide is if your campaign is going to be pay per click or pay per thousand impressions. If you’re just trying to gain exposure and grow your follower base, then paying for impressions is a better bet. If your aim is to get some type of a response from people, like a sign up, then paying for clicks is the way to go. To put it simply — define your goals.

Next, you’re going to have to come up with the actual content for the ads. That means a headline, and 75 characters worth of description. Think carefully about the links you use. Again, if you want to grow your follower base, send people to your LinkedIn page. If you’re after some other type of engagement, send them to a page that’s optimized for that type of engagement.

Third, there’s targeting. The great thing about targeting is it helps you be more effective. It’s not just about getting in front of people, it’s about getting in front of the right people. You can show me ads for yachts all day every day, but that’s still not a thing I’m ever going to buy. Use what you know about your target audience. LinkedIn lets you target by job title, company, industry, education, geographic location, and a lot more.

Fourth, you’ve got to figure out your budget. There’s some bidding involved in this. LinkedIn will give you a suggested price, say a few dollars per click or thousand impressions, and you have to decide how much you can spend every day of the campaign, to stay within budget. And don’t forget to read all the details on LinkedIn campaigns. For example, you might need to factor in up to 20 percent of you budget in case you end up with more activity than you literally bargained for before the campaign goes offline.

For more on LinkedIn ad campaigns, check out the full article.

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