Better Linkedin Campaign Planning 1615945298

Worksheets
Better LinkedIn
Campaign
Planning
What is your marketing objective?
Awareness Consideration Conversions

Tell more people about your Encourage people to take action Capture leads from LinkedIn and
products, services, or organization and learn more about your business. drive actions important to you on
through Brand Awareness ad your website.
campaigns. Maximize your
brand’s share of voice through
impressions. This objective is at the
top of the marketing funnel, which
helps build awareness.
Key metrics by products and objectives
Brand Lead Website

Website Visits Engagement Video Views
Awareness Generation Conversions
“I want more people “I want more people “I want more people “I want more “I want more “I want more
Objectives to learn about my to visit a website, to engage with my people to watch quality leads purchases, sign-ups,
business.” on or off LinkedIn.” content posts.” my videos.” from LinkedIn.” or downloads.”
• # of clicks to
landing page or
• # of leads
Single • # of impressions • # of clicks to landing page engagement (likes, • # of conversions
comments, shares, • Lead form
Image Ads • Click-through rate • Click-through rate
completion rate
• Conversion rate
or follow)
• Engagement rate
• # of clicks to landing • # of leads

Carousel • # of impressions • # of clicks to landing page
page
• # of conversions
• Lead form
Image Ads • Click-through rate • Click-through rate
• Engagement rate completion rate
• Conversion rate
• # of video views • # of leads

• # of impressions • # of clicks to landing page • # of video views • # of conversions
Video Ads • Video completion • Lead form
• Video view rate • Click-through rate • Engagement rate • Conversion rate
rate completion rate
• # of leads
Message Ads • # of sends • # of clicks to landing page • # of conversions
• Lead form
(InMail) • Open rate • Click to open rate (CTR)
completion rate
• Conversion rate
• # of followers
Dynamic Ads: acquired
Follower Ads • Click-through rate
Dynamic Ads: • # of impressions • # of clicks to landing page • # of conversions

Spotlight Ads • Click-through rate • Click-through rate • Conversion rate
• # of leads
Dynamic Ads:
• Lead form
Content Ads completion rate
• # of impressions • # of clicks to landing page • # of conversions

Text Ads
• Click-through rate • Click-through rate • Conversion rate
Sponsored Content Resources:
How to Create a LinkedIn Single Image Ad Campaign
Single Image Ads Single Image Ads Best Practices
Single Image Ads FAQs
Promote your message directly in the LinkedIn
feed. Single Image Ads can be targeted to a To see all specs, visit the LinkedIn Ads Guide
specific audience across desktop and mobile.
Headline
Recommended: 70 characters
Maximum: 200 characters
Introductory text
Recommended: 150 characters to avoid truncation
Destination URL
This will automatically convert to a shortened
LinkedIn URL
Design recommendations
File type: JPG or PNG
File size: 5 MB
Image ratio:
1.91:1 (horizontal, desktop and mobile)
1:1 (square, desktop and mobile)
1:1.91 (vertical, mobile only)
Interactive worksheet
Plan your Single Image Ads

Ad name Audience Link sharing / Intro text Headline Destination URL
(Member will not see this)
Embedded image
Learn to grow your business

AU Marketing Watch the “Grow your
Example 2021 Marketing A1
Function
MarketingA1-v01.png online. Sign up today
business” workshop.
https://fixdex.com/workshop
for our free virtual workshop.
Creative 1
Creative 2
Creative 3
Creative 4
Creative 5
Tips
Use the online version of this spreadsheet
Works best with 3-4 Sponsored Content variations live at once.
Don’t forget to refresh your content every 2-4 weeks.
How to Create a LinkedIn Carousel Ad Campaign
Carousel Ads Carousel Ads Best Practices
Carousel Ads FAQs
Tell an interactive story with a swipe-able
series of cards in the LinkedIn feed. You To see all specs, visit the LinkedIn Ads Guide
can customize the content and landing
URL for each card.
Introductory text
Design recommendations
Minimum of 2 cards, no more than 10 cards.
Ratio: 1:1 (1080 x 1080 pixels minimum)
Headline
Up to 45 characters when directing to a landing page
CTA Up to 30 characters for Lead Gen Form CTA
Each card can link to different landing pages, or if you
select the Lead Gen Form option:
• You can use CTA buttons if you add Lead Gen Forms
• All cards will link to the same Lead Gen Form
Plan your Carousel Ads

Ad Name Intro text Landing page Card 1 Landing page Card 2 Destination URL
Learn to grow your business

https://fixdex.com/ https://fixdex.com/ https://fixdex.com/
Example 2020 Marketing A1 online. Sign up today for our free workshop workshop workshop
February 1 virtual workshop.
Creative 1
Creative 2
Creative 3
Creative 4
Creative 5
Tip
Landing page: Use homepage URL for all cards (if applicable)
Video Ads
How to Create a LinkedIn Video Ad Campaign
Video Ads Best Practices
Video Ads Troubleshooting
Captivate a professional audience
with sight, sound and motion in the Video Ads Reporting
LinkedIn feed. To see all specs, visit the LinkedIn Ads Guide
Headline
Introductory text
Video
File type MP4
Audio format AAC or MPEG4, less than 64 kHz
Recommended frame rate 30 frames per second
Custom thumbnail Optional but recommended
Ratio 16:9 (landscape)

1:1 (square)
9:16 (vertical)
File size 75 KB - 200 MB
Limit On video uploads in Campaign Manager:

up to 25 videos every 24 hours
Plan your Video Ads

Ad name Intro text Headline Destination URL Preset call-to-action
Learn to grow your business Learn to grow your

Example 2020 Marketing A1 online. Sign up today for our free business online. https://fixdex.com/workshop Learn more
February 1 virtual workshop. Sign up today.
Creative 1
Creative 2
Creative 3
Creative 4
Creative 5
Tip
To preview how your Video Ad will appear in the LinkedIn feed, add the
word “Sponsored” in your URL, for example: https://fixdex.com/workshop
Sponsored Messaging Resources:
Conversation Ads
How to Create a Conversation Ads Campaign
Sending Requests for Sender Permissions for Conversation Ads
To see all specs, visit the LinkedIn Ads Guide
Engage your prospects in LinkedIn Messaging,
where professional conversations happen.
Message subject
The first sentence of your message
text will automatically appear as
the subject.
Message text
Maximum: 1,500 characters
View website Call-to-action buttons

Register for webinar
Up to 5 CTA buttons per message
Sign up for newsletter
(Optional) Banner image

Image size: 300 x 250 pixels
File size: 2MB maximum
Plan your Conversation Ads

Opening message tips
Sender’s full name
• There’s no subject line for Conversation Ads. Like any
Sender’s LinkedIn profile page other LinkedIn message, the first sentence will appear
or LinkedIn Page of company as the subject. Make your first sentence count — our
audience will see this in their LinkedIn Messaging.
Opening message • As the individual sender, use the opening message to
introduce yourself and let members know why you’re
CTA buttons reaching out. Consider including your name, title, and
the company you represent.
Message layer 2
Call-to-actions tips
CTA buttons
• Use multiple messages and buttons. Your conversation
should have 2 to 5 layers: each layer consisting of
Message layer 3 message text and at least 2 CTA buttons as optional
replies to the question in your message. For instance,
CTA buttons if your goal is to drive content downloads, share two
pieces of content that your audience can choose from.
Banner image URL • Don’t include “Not Interested” or “No Thanks” CTAs
— especially in the first layer of your conversation.
(Prospects who aren’t interested will close the ad.)
Instead, use CTAs that help continue the conversation.
• Ask your email marketing team for ideas and to
Ad
understand what works best for them. Use their
top performing email copy as inspiration for your
Tips
(Optional) Conversation Ad.
banner image • Please include image file • Get creative. Conversation Ads can be used in a
with submission form. variety of ways. Don’t be afraid to experiment.
300 x 250 • If no banner image is
(JPG or PNG, up to 2MB) provided, another ad will
appear in its place.

Banner image (optional) Tips
Banner image URL You can leverage Conversation

Ads to convert your audience if
you select “Lead Generation”
as your objective.
When creating the ad, “select”

LinkedIn profile URL or “create” a lead generation
form, then follow the prompts.
Refer to the section on Lead
Test recipient 1 Gen Forms for more details.
Test recipient 2
Test recipient 3
Test recipient 4
Test recipient 5

Sponsored Messaging Resources:
How to Create a Message Ad Campaign
Message Ads Message Ad Campaign Best Practices
Sending Requests for Sender Permissions for Message Ads
Send direct messages to your prospects
to spark immediate action. To see all specs, visit the LinkedIn Ads Guide
Sender (Page or profile)
Message body
60 characters
Message text
1,500 characters
Call-to-action
button:
20 characters
Plan your Message Ads

Message Ads tips
Sender’s full name
• Press “Alt” + “Return” together to move to
Sender’s LinkedIn profile URL the next line.
• Remember that you give value to get value.
Subject line Focus your message on how the member
can benefit from your product/service.
Message • Tailor your message to members so it’s

relevant to them.
• Include a clear call-to-action and align it to
the context of your message.
• Keep the tone conversational and genuine.
• Include one clickable link in the message
body to help yield a higher CTR on mobile.
• New Create a custom message by adding
one or more custom fields (macros). For
example, adding the “%FIRSTNAME%,”
“%LASTNAME%,” “%COMPANYNAME%,”
“%JOBTITLE%,” and “%INDUSTRY%”
macros will dynamically insert the
recipient’s first name, last name, company
name, job title, and industry.
Ad
Tips
(Optional)
banner image • Please include image file
with submission form.
300 x 250 • If no banner image is Use the online version of this spreadsheet
(JPG or PNG, up to 2MB) provided, another ad will
appear in its place.
Banner image (optional) Tips
Banner image URL If you select Lead Generation as

your objective, you can leverage the
Conversation Ads format to convert
your audience.
Custom disclaimer When creating the ad, please ‘select’

or ‘create’ a lead generation form
following the prompts on the platform.
Call-to-action Refer to Lead Generation Tab for more
details on how to create form.
Destination URL
LinkedIn profile URL
Test recipient 1
Test recipient 2
Test recipient 3
Test recipient 4
Test recipient 5

Dynamic Ads Resources:
How to Create a Dynamic Ads Campaign
Follower Ads To see all specs, visit the LinkedIn Ads Guide
Promote your LinkedIn Page to

seamlessly acquire followers.
Ad description
Dynamically
pulled from
member profile Company logo
(automatically pulled from Page)
Image size: 100 x 100 pixels min.
Ad headline
File size: 2MB max.
Follow
Company name
Plan your Follower Ads
Ad name Preset ad Ad description Ad headline Company name

(Member will not see this) description (above images) (below images)
%First name% stay informed Grow your business with insights JANE, stay informed of industry
Example on industry news and trends from FixDex Communications news and trends
FixDex Communications

Spotlight Ads To see all specs, visit the LinkedIn Ads Guide
Showcase your product, service, event, content, and more. When members click on your ad, they’ll instantly
go to your website or landing page, where you can record actions like leads, signups, and visits using
LinkedIn’s free conversion tracking tool.
Ad description
Dynamically
pulled from
member profile Company logo
(automatically pulled from Page)
Image size: 100 x 100 pixels min.
Ad headline
File size: 2MB max.
Learn more
Company name
Plan your Spotlight Ads
Ad name Call-to-action Destination URL Ad description Ad headline Company name

(Member will not see this) (above images) (below images)
Grow your business with insights JANE, stay informed of industry

Example Learn more https://fixdex.com/join
from FixDex Communications news and trends
FixDex Communications

Content Ads
The content ad format is currently available for managed accounts only. Please contact your account manager
for more details. Content ads can generate leads or drive content download conversions within the ad unit.
Default state When “Preview” is clicked
Preview Download Preview Download
When “Download” is clicked: GDPR GDPR consent After “Submit” is clicked
Preview Preview Preview

Plan your Content Ads
Ad name Document name Downloadable document Privacy policy URL Company name
(Member will not see this) (above images)
PDF format only.

Example 50 characters max
10MB max file size.
https://fixdex.com/privacy FixDex Communications

Text Ads Resources:
How to Create a Text Ads Campaign
Text Ads appear in the right rail of Text Ads Best Practices
LinkedIn. With our self-service pay per
To see all specs, visit the LinkedIn Ads Guide
click (PPC) ad platform, setup means
reaching your target audience in minutes.
Headline
Description
Logo
Image: 100x100 pixels min.
File size: 2 MB max.
Plan your Text Ads

Ad name Audience Image Ad headline Ad description Destination URL
(Member will not see this) (optional)
Example AU IT 100 x 100 pixels min 25 characters max 75 characters max https://fixdex.com/page

Lead Gen Forms Resources:
How to Create a Lead Gen Forms Campaign
Available for Sponsored Messaging and Lead Gen Forms Best Practices
Sponsored Content ads, use Lead Gen Forms to
collect even more quality leads from your ads Permissions for Lead Gen Forms
on LinkedIn with seamless, pre-filled forms. To see all specs, visit the LinkedIn Ads Guide
Message Ad
Lead Gen Form is Offer headline Confirmation
attached to existing ad and detail message
Thank you
message
Call-to- Call-to-action
action
Form fields
Plan your Lead Gen Forms

Form name Ad format Creative name Call-to-action Offer headline Offer details
(Members will not see this) Single Image Ad, Lead Gen Form must Sign Up, Apply Now,
Carousel Ad, Video be assigned to a new / Download, Get Quote, Learn
Ad, Message Ad, or existing creative in the More, Subscribe, Register
Conversation Ad platform
Example Single Image Ad Single-Image-Ad-1-AU Sign Up 60 characters max. 160 characters max.

Detailed metrics by products and objectives
Objectives Brand Awareness Website Visits Engagement Video Views Lead Generation Website Conversions
“I want more people

“I want more people “I want more people “I want more purchases,
to visit a website “I want more people to “I want more quality
to learn about my to engage with my registrations or
destination site on watch my videos.” leads on LinkedIn.”
business.” content posts.” downloads.”
or off LinkedIn.”
Key metrics: Key metrics: Key metrics: Key metrics:

Key metrics:
• Number of • Number of clicks to • Number of clicks to • Number of leads
• Number of conversions
impressions landing page landing page • Lead form
• Conversion rate
• Click-through rate • Click-through rate • Engagement rate completion rate
Standard metrics: Standard metrics: Standard metrics: Standard metrics: Standard metrics:
• CPM • Frequency • Frequency • Clicks • Clicks
• Frequency • Cost per click • Unique reach • Click-through rate • Click-through rate
Single • Clicks • Engagements • Clicks • Lead form opens • Cost per click
Image Ads • Click-through rate • Engagement Rate • Click-through rate
• Cost per click • Cost per click Sophisticated metrics: Sophisticated metrics:
• Engagements • Reactions • Cost per lead • Cost per conversion
• Engagement Rate • Comments • Top performing • Return on ad spend
• Reactions • Shares content • Top performing
• Comments • Follows • Content marketing content
score • Content marketing
• Shares • Other social actions
score
• Follows • Total social actions
• Exposure to
• Other social actions conversion
• Total social actions
• Top performing
content
• Exposure to
engagement
Sophisticated metrics: Sophisticated metrics: Sophisticated metrics: Client Provided Metrics:

• Share of voice • Unique reach • Unique reach • Quality of lead
• Share of feed • Share of voice • Share of voice • Marketing qualified
• Audience penetration • Share of feed • Share of feed leads
• Ownership of topic • Audience penetration • Audience penetration • Sales qualified leads
• Brand sentiment • Top performing • Top performing • Revenue generated
• Content marketing content content • Return on investment
score • Exposure to • Exposure to • Cost per qualified
engagement engagement lead
Competitor metrics: • Ownership of topic • Ownership of topic
• Brand sentiment • Brand sentiment Competitor metrics:
• Ad Recall Lift
• Content marketing • Content marketing • Leads per
• Cost per estimated ad
score score demographic
recall lift (people
• Drop off rate (open but
Client Provided Competitor metrics: did not submit)
Metrics: • Post saves • Lead score
Single • Page lands • Lead value
• Effect share
Image Ads • Cost per page land • People who opened
• Event responses
and submitted the
form
Competitor metrics:
• Exposure to form
• Unique Link Clicks opens
• Outbound to landing • Exposure to form
page Click submits
• Bounce rate
• Cost per Unique Click
• Cost per Outbound
Click
• Unique CTR
• Unique Outbound
Click CTR
• Time spent on landing
page
• Cost per Landing
Page View/Session
• Event responses
Key metrics: Key metrics: Key metrics: Key metrics: Key metrics:
• Number of impressions • Number of clicks to • Number of clicks to • Number of leads • Number of conversions
• Click-through rate landing page landing page • Lead form completion • Conversion rate
• Click-through rate • Engagement rate rate
Standard metrics: Standard metrics:
• CPM Standard metrics: Standard metrics: Standard metrics: • Clicks
• Frequency • Frequency • Frequency • Clicks • Click-through rate
• Clicks • Click-through rate per • Unique reach • Click-through rate • Click-through rate per
card • Clicks • Click-through rate per card
• Click-through rate per
card • Cost per click • Click-through rate card • Cost per click
• Cost per click • Engagements • Click-through rate per • Lead form opens
• Engagements • Engagement Rate card Sophisticated metrics:
• Engagement Rate • Cost per click Sophisticated metrics: • Cost per conversion
• Engagement rate per Sophisticated metrics: • Reactions • Cost per lead • Return on ad spend
Carousel card • Unique reach • Comments • Top performing • Top performing
Image Ads • Reactions • Share of voice • Shares content content
• Comments • Share of feed • Follows • Top performing card • Top performing card
• Shares • Audience penetration • Other social actions • Content marketing • Content marketing
score score
• Follows • Top performing • Total social actions
• Other social actions content • Top performing • Exposure to
• Exposure to content conversion
engagement • Top performing card
• Top performing
content • Ownership of topic
• Top performing card • Brand sentiment
• Average number of • Content marketing
cards of viewed score
• Exposure to
engagement
• Topic Ownership
• Brand sentiment
Sophisticated metrics: Client Provided Sophisticated metrics: Client Provided Metrics:

• Share of voice Metrics: • Unique reach • Quality of lead
• Share of feed • Page lands • Share of voice • Marketing qualified
• Audience penetration • Cost per page land • Share of feed leads
• Ownership of topic • • Audience penetration • Sales qualified leads
• Brand sentiment Competitor metrics: • Top performing • Revenue generated
• Content marketing • Unique Link Clicks content • Return on investment
score • Outbound to landing • Exposure to • Cost per qualified
page Click engagement lead
Competitor metrics: • Bounce rate • Ownership of topic
Carousel • Ad Recall Lift • Cost per Unique Click • Brand sentiment Competitor metrics:
Image Ads • Cost per estimated ad • Cost per Outbound • Content marketing • Leads per
recall lift (people Click score demographic
• Unique CTR • Drop off rate (open but
• Unique Outbound Competitor metrics: did not submit)
Click CTR • Post saves • Lead score
• Time spent on landing • Effect share • Lead value
page • People who opened
• Event responses
• Cost per Landing and submitted the
Page View/Session form
• Event responses • Exposure to form
opens
submits
Key metrics: Key metrics: Key metrics: Key metrics: Key metrics: Key metrics:
• Number of impressions • Number of clicks to • Number of video views • Number of clicks to • Number of leads • Number of
• Video view rate landing page • Engagement rate landing page • Lead form completion conversions
• Click-through rate • Click-through rate rate • Conversion rate
Standard metrics: Standard metrics:
• CPM Standard metrics: • Frequency Standard metrics: Standard metrics: Standard metrics:
• Frequency • Frequency • Cost per click • Frequency • Clicks • Clicks
• Clicks • Cost per click • Click-through rate • Click-through rate • Click-through rate • Click-through rate
• Cost per click • Engagements • Engagements • Video view rate • Lead form opens • Cost per click
• Click-through rate • Engagement Rate • Engagement Rate • CPV • Number of video views • Number of video
• Video view rate views
• Engagements • Number of video • Number of video views • Views @ 25%
views • Views @ 50% • eCPV • Video view rate
• Engagement Rate • Video view rate
• Video view rate • Views @ 75% • Views @ 25% • eCPV
• Number of video views • eCPV
• eCPV • Video completions • Views @ 50% • Views @ 25%
• Video view rate • Views @ 25%
• Views @ 25% • Full screen plays • Views @ 75% • Views @ 50%
Video Ads • eCPV • Views @ 50%
• Views @ 50% • Plays with sound on • Video completions • Views @ 75%
• Views @ 25% • Views @ 75%
• Views @ 50%
• Views @ 75%
• Video completions • Video completion rate • Video completions
• Video completions • Full screen plays • Video completion rate
• Views @ 75% • Video completion rate
• Video completion rate • Plays with sound on • Full screen plays
• Video completions • Full screen plays
• Full screen plays • Plays with sound on
• Video completion rate • Plays with sound on
• Plays with sound on
• Full screen plays • Engagements
• Plays with sound on • Engagement Rate
• Engagements • Reactions
• Engagement Rate • Comments
• Reactions • Shares
• Comments • Follows
• Shares • Other social actions
• Follows • Total social actions
• Other social actions
Sophisticated metrics: Sophisticated metrics: Sophisticated metrics: Sophisticated metrics: Sophisticated metrics: Sophisticated metrics:
• Unique reach • Unique reach • Unique reach • Unique reach • Cost per lead • Cost per conversion
• Share of voice • Share of voice • Share of voice • Share of voice • Top performing • Return on ad spend
• Share of feed • Share of feed • Share of feed • Share of feed content • Top performing content
• Audience penetration • Audience penetration • Audience penetration • Audience penetration • Content marketing • Top performing
score
• Top performing • Top performing • Top performing • Top performing • Content marketing
content content content content score
• Exposure to • Exposure to • Exposure to • Exposure to Client Provided • Exposure to conversion
engagement engagement engagement engagement Metrics:
• Ownership of topic • Ownership of topic • Ownership of topic • Ownership of topic • Quality of lead
• Brand sentiment • Brand sentiment • Brand sentiment • Brand sentiment • Marketing qualified
leads
• Content marketing • Content marketing • Content marketing • Content marketing
score score score score • Sales qualified leads
• Revenue generated
Competitor metrics: Client Provided Metrics: Competitor metrics: Competitor metrics: • Return on investment
• Ad Recall Lift • Page lands • Post saves • Video Plays • Cost per qualified
lead
Video Ads • Cost per estimated ad • Cost per page land • Effect share • Unique 10 second
recall lift (people) • Event responses video views
• Unique 2 sec Competitor metrics:
Competitor metrics:
continuous video • Leads per
• Unique Link Clicks views demographic
• Outbound to landing • Unique 3 sec video • Drop off rate (open
page Click views but did not submit)
• Bounce rate • 10 sec video views • Lead score
• Cost per Unique Click • Cost per Unique 10 • Lead value
• Cost per Outbound sec video views • People who opened
Click • Cost per unique 2 sec and submitted the
• Unique CTR video views form
• Unique Outbound • ThruPlays (Unique • Exposure to form
Click CTR completions) opens
• Time spent on landing • Video Average watch • Exposure to form
page time submits
• Cost per Landing • Cost per Thru Play
Page View/Session
• Event responses
Key metrics: Key metrics: Key metrics: Key metrics:

• Number of sends • Number of clicks to • Number of leads • Number of leads
• Open rate landing page • Lead form completion • Lead form completion
• Click to open rate rate rate
(CTR)
Secondary Metrics:
• Number of opens Standard metrics: Standard metrics:
Secondary Metrics: • Lead form opens • Number of sends
• Total clicks
• Number of sends • Number of sends • Number of opens
• Click to open rate
• Number of opens • Number of opens • Total clicks
• Cost per send
• Total clicks • Total clicks • Open rate
• Cost per open
• Open rate • Open rate • Click to open rate
• Button clicks
• Cost per send • Click to open rate • Cost per send
• Banner clicks
• Cost per open • Cost per send • Cost per open
• Link clicks
• Button clicks • Cost per open • Button clicks
Message Ads • Banner clicks • Button clicks • Banner clicks
Sophisticated metrics:
(InMail) • Link clicks • Banner clicks • Link clicks
• Open
• Click to open rate • Link clicks
(CTR) Sophisticated metrics: Sophisticated metrics:
• Sends • Page lands/ Sophisticated metrics: • Cost per conversion
conversions
• Cost per lead • Return on ad spend
• Content marketing • Content marketing
score score
• Exposure to
conversion
Client Provided Client Provided Metrics:

Metrics: • Quality of lead
• Page lands • Marketing qualified
• Cost per page land leads
• Sales qualified leads
Competitor metrics: • Revenue generated
• Time spent on landing • Return on investment
page • Cost per qualified
• Cost per Landing lead
Page View/Session
• Unique Link Clicks Competitor metrics:
• Outbound to landing • Leads per
page Click demographic
• Bounce rate • Drop off rate (open but
• Cost per Unique Click did not submit)
Message Ads • Cost per Outbound • Lead score
(InMail) Click • Lead value
• Unique CTR • People who opened
• Unique Outbound and submitted the
Click CTR form
• Event reponses • Exposure to form
opens
submits
Key metrics:
• Number of followers
acquired
• Click-through rate
Standard metrics:
• Impressions
• CPM
• Frequency
• Clicks
• Cost per click
• Other clicks
• Follower growth
Dynamic Ads • Unique reach
Follower Ads • Top performing
content
Competitor metrics:
page
Page View/Session
• Unique Link Clicks
• Outbound to landing
page Click
• Bounce rate
• Cost per Unique Click
• Cost per Outbound
Click
• Unique CTR
• Unique Outbound
Click CTR
Key metrics: Key metrics: Key metrics:

• Number of impressions • Number of clicks to landing • Number of
• Click-through rate page conversions
• Click-through rate • Conversion rate
Standard metrics:
• CPM Standard metrics: Standard metrics:
• Frequency • Frequency • Clicks
• Clicks • Clicks • Click-through rate
• Cost per click • Cost per click • Cost per click
Sophisticated metrics: Sophisticated metrics: Sophisticated metrics:

• Unique Reach • Unique reach • Cost per conversion
• Top performing content • Top performing content • Return on ad spend
• Top performing
Client Provided Metrics: content
Dynamic Ads Competitor metrics:
• Content marketing
Spotlight Ads • Time spent on landing • Page lands
score
page • Cost per page land
• Exposure to
• Cost per Landing Page conversion
View/Session Competitor metrics:
• Unique Link Clicks • Time spent on landing page
• Outbound to landing • Cost per Landing Page View/
page Click Session
• Bounce rate • Unique Link Clicks
• Cost per Unique Click • Outbound to landing page
• Cost per Outbound Click Click
• Unique CTR • Bounce rate
• Unique Outbound Click • Cost per Unique Click
CTR • Cost per Outbound Click
• Unique CTR
• Unique Outbound Click CTR
• Event reponses
Key metrics:
• Number of leads
• Lead form completion rate
Standard metrics:
• Clicks
• Click-through rate
• Lead form opens
• Cost per lead
• Top performing content
• Content marketing score
Client Provided Metrics:

Dynamic Ads • Quality of lead
Content Ads • Marketing qualified leads
• Sales qualified leads
• Revenue generated
• Return on investment
• Cost per qualified lead
Competitor metrics:
• Leads per demographic
• Drop off rate (open but did
not submit)
• Lead score
• Lead value
• People who opened and
submitted the form
• Exposure to form opens
• Exposure to form submits
Key metrics: Key metrics: Key metrics:

• Number of impressions • Number of clicks to • Number of
• Click-through rate landing page conversions
• Click-through rate • Conversion rate
Standard metrics:
• CPM Standard metrics: Standard metrics:
• Frequency • Frequency • Clicks
• Clicks • Clicks • Click-through rate
• Cost per click • Cost per click • Cost per click
Sophisticated metrics: Sophisticated metrics: Sophisticated metrics:

• Unique Reach • Unique reach • Cost per conversion
• Top performing • Top performing • Return on ad spend
content content • Top performing
Text Ads content
Competitor metrics: Competitor metrics: • Content marketing
• Time spent on landing score
page page • Exposure to
• Cost per Landing conversion
Page View/Session Page View/Session
• Unique Link Clicks • Unique Link Clicks
• Outbound to landing • Outbound to landing
page Click page Click
• Bounce rate • Bounce rate
• Cost per Unique Click • Cost per Unique Click
• Cost per Outbound • Cost per Outbound
Click Click
• Unique CTR • Unique CTR
• Unique Outbound • Unique Outbound
Click CTR Click CTR
• Event responses
Learn how to drive meaningful
engagement with marketing
professionals with our new
learning center, LinkedIn
Marketing Labs.
About LinkedIn
LinkedIn operates the world’s largest professional network on the Internet with more than 740 million
members in over 200 countries and regions. This represents the largest group anywhere of influential,
affluent, and educated people.
Relationships matter
With LinkedIn Marketing Solutions, brands build relationships with the world’s professionals by
using accurate targeting to deliver relevant content and communications. As today’s connected
professionals seek out ideas and insights from the people and brands they trust, marketers use
LinkedIn to target advertising and publish relevant content in a professional context. Brands extend
reach through the social sharing that occurs naturally on LinkedIn.

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Worksheets

Awareness Consideration Conversions

Brand Lead Website

• # of clicks to landing • # of leads

• # of video views • # of leads

Dynamic Ads: • # of impressions • # of clicks to landing page • # of conversions

• # of impressions • # of clicks to landing page • # of conversions

Plan your Single Image Ads

Learn to grow your business

Plan your Carousel Ads

Learn to grow your business

Audio format AAC or MPEG4, less than 64 kHz

Recommended frame rate 30 frames per second

Custom thumbnail Optional but recommended

Ratio 16:9 (landscape)

File size 75 KB - 200 MB

Limit On video uploads in Campaign Manager:

Plan your Video Ads

Learn to grow your business Learn to grow your

View website Call-to-action buttons

(Optional) Banner image

Plan your Conversation Ads

Use the online version of this spreadsheet

Banner image URL You can leverage Conversation

When creating the ad, “select”

Use the online version of this spreadsheet

Sender (Page or profile)

Plan your Message Ads

Message • Tailor your message to members so it’s

Banner image URL If you select Lead Generation as

Custom disclaimer When creating the ad, please ‘select’

LinkedIn profile URL

Use the online version of this spreadsheet

Promote your LinkedIn Page to

Plan your Follower Ads

Ad name Preset ad Ad description Ad headline Company name

Use the online version of this spreadsheet

Plan your Spotlight Ads

Ad name Call-to-action Destination URL Ad description Ad headline Company name

Grow your business with insights JANE, stay informed of industry

Use the online version of this spreadsheet

Default state When “Preview” is clicked

Preview Download Preview Download

When “Download” is clicked: GDPR GDPR consent After “Submit” is clicked

Preview Preview Preview

Plan your Content Ads

PDF format only.

Use the online version of this spreadsheet

Plan your Text Ads

Use the online version of this spreadsheet

Plan your Lead Gen Forms

Use the online version of this spreadsheet

“I want more people

Key metrics: Key metrics: Key metrics: Key metrics:

Sophisticated metrics: Sophisticated metrics: Sophisticated metrics: Client Provided Metrics:

Sophisticated metrics: Client Provided Sophisticated metrics: Client Provided Metrics:

Key metrics: Key metrics: Key metrics: Key metrics: