The Knight’s Guide To LinkedIn Ads (Part 3 of 3)

Welcome back once again to the last and final part of The Knight's Guide To LinkedIn Ads! This is the last and final part to this 3 part series. If you missed Part 1 or Part 2 you can see those here.

Part 1 covered ad account set up and ad types.

Part 2 covered targeting options

Part 3 will cover Bids and Budgets, along with Performance, Conversion Tracking, and the rest of the options LinkedIn provides its advertisers.

Let's Begin

Bid And Budget

After making your audience, the next most important part of your campaign is your bid and budget. The minimum budget is $10 per campaign, so it’s best be prepared for spending some money. There are three (3) types of bidding strategies that you can choose that will be explained below:


Awareness bidding is a fancy way of saying that you are bidding CPM. CPM stands for cost per thousand. That means that you will be bidding for every thousand times your ad shows. This can be a great way to save money if you ad is doing very well. Check out our advanced guide to learn when to use awareness bidding.

Website Visits

LinkedIn Bid & Budget

Website Visits is a CPC bidding method. CPC stands for cost per click. You will pay when someone clicks your ads. LinkedIn will serve these ads to users who are most likely to click.

Website Conversions

Website Conversions is also a CPC bidding method. LinkedIn will serve ads to users who are most likely to take action on your page. This will have to be set up and the LinkedIn pixel will have to be installed on your site. We will talk about this in a later section.


The Ads tab in your campaign is where you can create your ads. Here is where you will create Sponsored Content, Text Ads, or InMails (Lead Gen Ads follow suit with Sponsored Content).

Sponsored Content/Lead Gen Ads

LinkedIn Sponsored Content

Sponsored Content is the in feed ad type on LinkedIn, as seen in the image above. Sponsored Content ads appear on desktop and mobile, while Lead Gen Ads only show on mobile. Download our advanced guide to learn about when to use Sponsored Content and Lead Gen Ads.

Images should be 1200 pixels x 627 pixels for both ad types. The character restraints for the Intro, Headline, and Description are 150 characters, 70 Characters, and 100 characters respectively when on desktop. When using Lead Gen Ads, the Intro should not pass 65 characters and the Headline more than 30 characters as LinkedIn will shorten the intro and cut off your ad copy for mobile users.

Text Ads

Text Ads are the ads that show in the side rails, above the LinkedIn feed, and above searches when on desktop. These ads get shown a lot and get clicked very little. Our advanced guide teaches when and how to use Text Ads effectively.

Images should be 50 pixels x 50 pixels. Character restraints on the Headline and Description are 25 characters and 75 characters respectively.


InMails are ads that are sent directly to LinkedIn users. These ads are not always opened immediately and can take weeks to show results.

InMails have a different set up. The Subject Line has a limit of 60 characters. The message itself is essentially limitless, but your message should be informative and direct. There is an option for terms, conditions, or disclaimers, which is also limitless. Next, you will insert a landing page. There will be a button in your message that has a call to action that will take the user to your landing page. Finally, is the image. The image should be 300 pixels x 250 pixels.


LinkedIn Metrics

The Performance tab in the campaign is where you can see how your ads are doing. This will give you insights on how many Conversions, Impressions, Clicks, Leads, Spend, CPC, Etc. LinkedIn will also give you a report. In the middle of the page on the right hand side, you will see a button that says export. Click this button and select your settings to receive your report.

Insight Tag

LinkedIn Insight Tag

The Insight Tag is the way LinkedIn is able to track conversions, make audiences, and give insight into your potential buyer with Website Demographics. The Insight Tag is found under the Account Assets tab at the top of the page. This tag should be on every page of the site right above the </body> tag. If not possible to have on every page, it should be placed at least on the homepage, landing pages, and conversion pages.

Under the Insight Tag tab you will also need to verify your domain. This is done by typing in any domain that this tag may be found on. For example, we would need to place our domain and any other sub domains we might use for LinkedIn ads under this section.

LinkedIn Account Assets

Conversion Tracking

Conversion Tracking is also found under the Account Assets tab. This is where you can create what a conversion means to you and your business. LinkedIn is best at page conversions. This means that it is best tracking when the URL changes. For example, you come to take a specific action (fill out form, give info, check out a page), then the URL changes to

LinkedIn Conversion Set Up

You will need to give this a name, be specific here. Choose what type of conversion this is and if it has a monetary value. From there you will insert the URL we are counting as a conversion. We would choose “contains” “thank-you”. This will trigger every time someone goes from our ads to the thank-you page.

LinkedIn is also capable of event tracking. This means that LinkedIn can now track when a button click occurs or any other "event" occurs.

You will need to associate your new conversion to each campaign that you want to use. This is done within the conversion set up page.

Matched Audiences

Matched Audiences is where you can create custom audiences for retargeting, demographics, or ABM targeting (Covered in our Advanced LinkedIn Guide which we are working on). Matched Audiences has two (2) sections, Website Audience and Uploaded List Audience.

Website Audiences

LinkedIn Matched Audiences

Website audiences are just as they sound. You can create an audience based off of a certain page or pages on your site. This is great for using a landing page (for retargeting) or for getting insight on who your customer really is.

Uploaded List Audience

This is where you can upload all the lists that you have. These lists can be comprised of emails or Companies you want to target. List must contain 300 users. This means uploaded email list must contain at least 300 emails or more.

Website Demographics

Website Demographics is a great way to get in depth information about who is on your site and how to target them on LinkedIn. You can get insights on Job Titles of users, Job Function, and so much more. Check out the Advanced LinkedIn Guide for more strategy tips.

To use Website Demographics you must first upload a Website Audience. Once your audience is populated, you will be able to bring in the audience to start getting insights on how to target these users.

Time Series

When you first open your account you will see a graph that can be organized by different metrics. This is labeled Time Series. You can change the time on this graph to show you how the account overall is performing. LinkedIn will also generate a report for the whole account based on the time you have set on the graph. This is done by clicking the export button on the right and selecting your settings.<IMAGE>


On the same screen where you see the Time Series graph, you can also see demographics for the account. This will tell you Job Title, Job Function, etc. for anyone who has interacted with your ad. This is great to get a sense of who interacts most with your ads.

This covers all aspects of the LinkedIn Ads platform. LinkedIn is in a really great spot and rolling out a lot of new features. Video and carousel ads are in beta and getting ready to roll out. Stay tuned as we will update and create new posts as new features come out.

Remember to track and keep a close eye on your LinkedIn ads. Feel free to ask us questions by contacting us, or by subscribing to our email list and getting a free 30 minute consultation!