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 CPA vs Affiliate Marketing

Did you ever ask yourself how the CPA marketing model is different from
the traditional affiliate marketing?

Let’s start with a short introduction to affiliate marketing and CPA

marketing.

What is affiliate marketing?

The affiliate marketing enables a person to promote somebody else’s

products and earn a commission from each sale.

The persons (or companies) who sell the products are usually called
vendors, and the people who are looking to make money by selling other
people’s products are called affiliates.

Numerous companies have their internal affiliate programs, like Amazon,

eBay, Walmart, web hosting companies, web services providers, etc. In
this post, I will refer more to the affiliate and CPA networks.

What Is CPA Marketing?

CPA marketing is just a more advanced form of affiliate marketing.

“CPA” is the abbreviation from Cost Per Action or Cost Per Acquisition.
While the affiliate networks pay you only when someone referred by you
makes a purchase, the CPA offers can also pay you when someone takes
a specific action that doesn’t necessarily mean to be a purchase.

Here are a few examples when a CPA offer can pay you:

 A product purchase

 Email submit (lead)

 Zip code submit

 App install

 Free account registration

 Trial registration

The advertiser (vendor) is the one who decides the conversion point of
an offer.

An advertiser is a person or a company who has submitted the offer to

the CPA network. Many times in the CPA networks you will also find
references to “affiliates” as “publishers.”

Why would someone pay me for a free email submit?

That’s an excellent question.

Typically, the people or companies who advertise their offers using the
CPA networks know very well the average price of their customer. Even
though it looks that they are throwing money away, they will be making
much more money than what pay you.
If you have some experience with affiliate marketing, you’ll probably
know that a good sales funnel can do wonders regarding ROI.

There are also some big companies who advertise their products using
the CPA networks, because they’ve found that there is more profitable
for them to gain their customers this way, instead of promoting their
offers by themselves.

Is the CPA marketing more profitable than affiliate marketing?

I can’t say that CPA or affiliate marketing is more profitable because both
models can be very profitable if done right.

What is an affiliate network?

An affiliate network is an online marketplace where the people who

want to sell their products list their products to find people interested in
earning money by promoting their products.

The affiliate networks make the connection between the vendors and
affiliates in a win-win situation.

The vendors have a product to sell and are looking to get their products
sold, while the affiliates are looking for products to promote and earn a
commission for every sale.
A few other advantages of using an affiliate network as a product creator
are:

 The affiliate network will help you find affiliates

 You don’t have to spend your own money on traffic (unless you
want to test your funnel and make sure it’s converting very well
before finding affiliates)

 The affiliate network handles all the payments so you don’t have
to worry about implementing an internal payment infrastructure

 Most of the affiliate networks will give you detailed stats about
your sales, conversion rates, refunds, etc.

 You can get a very high volume of sales from affiliates if you have a
good product

 You don’t need to have a built-in platform for tracking your

affiliate’s sales since the network will take care of that

As an affiliate, you will get paid a commission for every sale you make.
The commission value will usually vary from vendor to vendor and from
product to product, and you are typically paid an between 30% to 70%
from the product price.

When the product is a part of a more complex sales funnel, you can even
get paid 100% of the value of the front-end sale. That is typically a cheap
product priced between 5-$20.
When the customer advances through the sales funnel, the product
prices increase, and you can usually earn between 30-50% of the cost of
the products sold within the same funnel (the backend).

These are a few standard commissioning tactics, but as I already

mentioned above, the commissions will vary from product to product.

You don’t usually need to pass any phone verification to become an

affiliate in a traditional affiliate network, and in most of the cases, you
don’t even need to have a website.

A few examples of recommended affiliate networks are:

 Rakuten

 ShareASale

 ClickBank

 CJ Network
What Is a CPA Network?

A CPA network is very similar to an affiliate network, but there are a few
differences between these two.

The first significant difference between a CPA network and an affiliate

network is that CPA networks choose their affiliates more carefully.

Unlike the most affiliate networks where you are automatically accepted,
the CPA networks can reject your application if you are a complete
beginner and you cannot prove you have previous marketing experience.

To be accepted in CPA networks, you will also have to provide details on

how you are going to promote their offers, what’s your marketing
experience, and you might be required to have a website.

Usually, the CPA networks don’t accept people without a marketing

experience. Some networks will accept you easily or automatically.

Here’s a list of those CPA networks that are more beginner friendly and
don’t require a phone interview:

 MyLead

 LeadBit

 Mobidea

 CPALead
Because some CPA offers are paying for leads, ZIP code submits, free
account registrations, trials (unlike of only paying for sales like the simple
affiliate networks), these will predispose the networks to numerous
cheat attempts from their affiliates.

That’s the main reason why the CPA networks choose their affiliates
more carefully.

A place where you can find more CPA networks and offers to promote is
Offervault. Offervault is like a search engine for CPA offers.

Both the CPA marketing and affiliate marketing have their advantages
and disadvantages, so let’s make a direct comparison.

Newbie friendly

The most obvious advantage of the CPA model is that you don’t have to
sell a product to earn a commission. Making someone pull out his credit
card is much harder than making him give you his email address,
installing a free app or starting a product trial.

An advantage of the CPA networks is that once you have created an

account, an affiliate manager will be automatically assigned to you.

You can contact your affiliate manager and ask what offers convert best
for a specific traffic source, if your landing pages are complying with a
specific offer, etc. It’s in their interest to help you, because the more
money you make, the more money they make.

The disadvantage of the CPA networks is that they usually don’t accept
beginners, while it’s effortless to start with a traditional affiliate network.
Commissions

Both the affiliate marketing and the CPA marketing model can bring you
some nice commissions when someone buys a product.

The commissions are substantially lower when you are promoting CPA
offers that pay on email address submissions, ZIP submits, or other
simple actions. Therefore, you will need a lot more conversions to make
a profit, especially when you are paying for traffic.

Most of the affiliate offers found on network like ClickBank will be part of
a funnel and you are usually paid a commission throughout the whole
funnel. That’s not the case for the CPA offers when you typically only
earn a commission from the front-end.

Allowed traffic methods

While you can use almost any traffic source to promote the offers from
the traditional affiliate networks, when you push CPA offers, your
advertising methods are typically limited and chosen by the vendor.
The quality of the offers

A lot of the CPA offers are merely garbage, scams, useless products, and
sometimes the vendors do not pay. Therefore, sometimes, it can be
tough to find a good CPA offer that deserves promoted.

There are also a lot of low-quality offers listed on the affiliate networks,
but I would still give the affiliate networks a plus when it comes to
comparing the quality of the offers. There are also many excellent
products, especially if you promote physical products.

Payments & Refunds

The CPA networks are usually paying you fast (weekly or biweekly) and
there are no refunds. You will sometimes need to wait a bit more to get
paid from some of the affiliate networks (an example would be
Clickbank), but there are also networks that pay you instantly in your
PayPal account (Rakuten,) if you are an established affiliate or if the
product vendor knows you. However, when you promote products listed
on the standard affiliate networks, you will face refunds, chargebacks,
and sometimes you won’t be paid until the product’s money back
guarantee period has expired (30,60,90 days).
Getting accepted into networks

When you apply to become an affiliate for a conventional affiliate

network, you will usually get your account approved instantly, and you
can start promoting offers right away.

When you apply to a CPA network, you will generally need to wait until
your account is manually checked and approved by an affiliate manager.

Sometimes these networks require a phone interview, additional details

on how you’re going to promote their offers, and you might even need
to have a website (or at least a landing page, opt-in page or some kind of
proof that you know what you’re doing).

The long-term advantage

A disadvantage of the CPA model is that the CPA offers, especially the
offers which doesn’t require a sale, will often be removed without any
notice.

Therefore, if you include CPA offers in a funnel or email follow-up, you

need to regularly check the links and see if the offers are still available.
Otherwise, you will just waste your traffic.

The offers found on the traditional affiliate networks will usually be

available for an extended period and you don’t have to check every day if
the product it’s still for sale.
 Traffic

You know LinkedIn as the world’s largest professional networking site.

You’ve used it for years to connect with colleagues, find and post job
openings, and learn more about your industry.

Now, you’re ready to leverage its advertising potential.

Though LinkedIn Ads have been around since 2005, it wasn’t until 2016
that they added key features, such as lead generation forms, video ads,
carousel ads and more, that helped them ramp up their marketing
presence.

Since then, LinkedIn Ads have grown in popularity and performance,

allowing the social media platform to earn its place alongside Facebook
Ads and Instagram Ads as a go-to way to get your brand in front of a
wide audience.

Yet, before you begin a new LinkedIn Ad campaign, it’s important to

understand the financial side. How much do LinkedIn ads cost and how
can you plan your budget accordingly?
For the short answer, check out this:

Like some other forms of social media advertising, LinkedIn Ads are sold
through an online auction. As such, there is no set cost for any kind of
advertisement. Rather, it’s the marketers themselves who control how
much they spend and whether or not their ads are visible, through
supply and demand of eyeballs on the platform.
As a marketing manager, you can begin your ads whenever it’s
convenient for you. You can also stop them at any time. You don’t need a
sky-high marketing budget to get started, but you’ll want to budget
enough to turn results.
Creating Ads

Step 1: Setting Your Target Audience

Today, generic advertising messages that appeal to a widespread

audience have given way to ultra-targeted ads that cater to a specific
buying demographic. This is especially the case with digital ads, which
marketers can design to align with buyers’ tastes, preferences, and
actions as much as possible. Before you set up your LinkedIn Ad
campaign, the platform will walk you through a few steps to make sure
your content will reach the right viewers. Targeting options for LinkedIn
advertisements include filtering your audience by:

 Geographic location (required field)

 Company details (size, industry, name, corporate connections,

number of followers)

 Personal demographics (age and gender)

 Education (field of study, schools where members completed at

least one course, completed degrees)

 Job experience (function, title, seniority, skills, years of

experience)

You can also use LinkedIn’s Matched Audiences tool to allow the
platform to scan your website visitors, company lists, email lists and
similar features to “match” your website (landing page) with LinkedIn
members.
Pro tip 1:

I usually recommend unchecking ‘Enable Audience Expansion’.

LinkedIn’s specific job and company targeting is why I use it. I would only
recommend using this if your offer is widely appealing to professionals.

Recommended Audience Sizes

As you work through the myriad targeting options and make your
selection, LinkedIn will adjust the audience size that you’ll be able to
reach. For budgeting and projection purposes, keep in mind that your
targeted audience will need to include at least 300 members.

However, that’s only a benchmark.

LinkedIn recommends certain audience sizes based on the kind of ads

you invest in. Although there isn’t an exact number for every case and
you’ll need to perform audience testing to make sure your efforts are on
the right track, LinkedIn recommends setting the following audience
sizes for each ad type:

 Sponsored content: At least 300,000 members (I find closer to

100,000 is the sweet spot)

 Text-based ads: Between 60,000 and 400,000 members

 Sponsored InMail: Ideally no more than 100,000 members

Though this step isn’t directly budget-related, it’s critical to
understanding the scope of your campaign, which will affect your bottom
line down the road. Next, let’s talk numbers.

Step 2: Choosing Your Ad Format

As mentioned above, LinkedIn offers marketers three different ways to

promote their material. Let’s review each one to understand what the
strategy includes.

Sponsored Content

Sponsored ads are advertisements that appear in the target viewer’s

newsfeed, and come from your LinkedIn Company Page. You can
promote your existing post from your Company Page as an ad or you can
create a new ad (not visible organically on your Company Page).
Sponsored content ads are viewable on desktop, mobile and tablet
devices.
The different types of sponsored content include:

 Single-image ads

 Video ads

 Carousel ads

Oddly, you have to choose ad type at the campaign level.

Pricing options for sponsored content include:

 Cost-Per-Click (CPC): This means you’ll only pay when people click
on the ad.

 Cost-Per-1,000-Impressions (CPM): This means you’ll pay as

people view your ads, not necessarily click on them.

Pro tip 2:

LinkedIn Click-through rate is generally low, so I recommend starting as

CPC for sponsored content ads. If your CTR is consistently above 1%,
then it’s cheaper to switch to a CPM basis.
Text-Based Ads

Text ads are simple, non-graphic ads that appear on member’s news
feeds. Only available on desktop versions, they’re displayed under
headers including “Ads You May Be Interested In” and can also show up
as text link advertisements on the LinkedIn homepage.

Pricing options for text-based ads include:

 Cost-Per-Click: This means you’ll only pay when people click on the
ad

 Cost-Per-1,000-Impressions: This means you’ll pay as people view

your ads, not necessarily click on them

Pro tip 3:

LinkedIn Text ads are some of the cheapest clicks you can get on the
social media platform. I often recommend them!

Sponsored InMail

Want to reach your members right in their LinkedIn inbox? Sponsored

InMail advertisements show up there when they’re online. This allows
you to send targeted messages to your audience, meeting them right
where they are.

Pricing options for Sponsored InMail include:

 Cost-Per-Send (CPS): This means you’ll pay for each InMail

message that LinkedIn successfully delivers
Pro tip 4:

Sponsored InMail are some of the most expensive ad units on LinkedIn…

so leverage it only for a targeted and appealing campaign (ie. Hiring &
Recruiting Ads)

Step 3: Controlling Your Advertising Spend

LinkedIn allows you a few different ways to control your advertising

spend. You can take charge of your investment in one of three ways,
including:

 Setting a daily budget

 Setting a total budget

 Setting maximum bids

 Setting a Daily Budget

In this case, your daily budget is the maximum amount that your
company wants to spend per day. The minimum is $10 USD and the
maximum is $100,000. Of course, it is possible to set a higher maximum
daily budget but to do so, you’ll have to have special account privileges.
This option is reserved for enterprise-account advertisers managed by a
LinkedIn Clients Solutions Manager.
Setting a Total Budget

With this feature, you’ll give LinkedIn one dollar amount to work with:
the maximum amount set aside for your campaign. Then, you’ll tell the
platform to spend it all to get your numbers up, without following a
dedicated schedule. These work best for time-sensitive campaigns that
are more interested in short-term traffic, such as special promotions,
event registrations, or giveaways.

Like daily budgets, the minimum budget for a total is $10 USD.

Keep in mind that now, total budgets are only available for campaigns
that are set up to run as Dynamic Ad formats. If you’re running any of
the below types of ads, you’ll be required to set a pacing option that
better controls your total budget:

 Follower ads

 Spotlight ads

 Job ads

Pro tip 5:

I don’t generally recommend Dynamic Ads. They can be as expensive as

Sponsored Content, but are not as effective because they convey less
information.
Do you want to set both a daily budget and a total budget? No problem!

Many advertisers choose to combine the two, setting their total budget
as the maximum amount they want to spend on their entire campaign
and using those figures to help guide their daily budget accordingly.

This is especially useful for making sure your split testing doesn’t
overspend.

Setting Maximum Bids

The third way you can control your advertising budget is to set a
maximum bid amount. This number is the top amount that you’re willing
to pay for the following:

 Cost-Per-Click (CPC)

 Cost-Per-1,000-Impressions (CPM)

 Cost-Per-Video-View (CPV)

 Cost-Per-Send (CPS)

Taking your campaign into account, LinkedIn will recommend a

competitive bid range to follow. This will take into account the bid types
that your competitors are using to appeal to your target audience.

Regardless of the price you bid, you’ll never be required to pay more than
your designated amount.
Step 4: Finalize Your Budget and Schedule

By now, you’ve determined whether you want to set a daily budget, total
budget, or both. Once you’ve made that decision, you can head to the
“Budget and Schedule” section of your LinkedIn campaign and make that
selection. Next, it’s time to select your schedule. On the same page, you
can select whether you want your ad campaign to run continuously from
a given start date or to start and stop at a predetermined timeframe.

Now, you’re ready to start bidding!

Step 5: Place Your Bid

When you bid on your ad, you’re competing against your industry peers
who also want to show up in the same places on your shared audience’s
news feed, homepage, and inbox.

There are two ways you can place a bid on LinkedIn. They include:

 Setting an automated bid

 Setting a Maximum Cost Bid, or manual bid

Setting an Automated Bid

If you select this option, LinkedIn will automatically bid for you, using
machine learning to maximize your set budget and increase your
competitiveness. It does so by taking into account your campaign
objectives and setting your figures accordingly.

From lead generation and engagement to brand awareness and website

conversions, there are many different kinds of objectives that the system
takes into account.

You’ll also select this option on your campaign’s “Budget and Schedule”
page. There, under the “Bid Type” section, select “Automated Bid.”

Then, select what kind of bid type you will optimize for. Below are the
most common objectives and their associated “Bid Maximized For”
optimization:

 Brand awareness: Optimize for impressions

 Website visits: Optimize for link clicks

 Engagement: Optimize for engagement clicks

 Video Views: Optimize for video views

 Lead generation: Optimize for lead generation submissions

 Website conversions: Optimize for conversions and landing page

clicks

 Job applicants: Optimize for landing page clicks (only available if

you’re using single-image ad format)
Depending on the bid type you want to optimize, the algorithm behind
the machine will automatically adjust your bid to increase your odds of
winning. One note on this option: It will charge you by impression and is
currently only set up to support Sponsored Content.

Pro tip 6:

In theory, Auto-bid sounds great, but I usually see it spend more than
necessary. For that reason I recommend setting a max bid.

Setting a Maximum Cost Bid or Manual Bid

As you did with the automated bid selection, you’ll also head to the
“Budget and Schedule” page to set your maximum cost bid.
There, type in the bid amount that you’re willing to pay per pay click, per
1,000 impressions, or per video view.

Not sure what to type?

LinkedIn will provide a recommendation for you, taking your audience
targeting and ad placements into account. In addition, you’ll also see a
range of prices that demonstrate what your competitors are bidding. Use
these numbers to gauge and guide how much you allot.

I usually recommend starting your bid on the low end and incrementally
increasing it until you find the sweet spot. If you need traffic faster, then
bid higher.

Pro tip 7:

Unselect ‘Enable conversion optimization’ unless you have a very small

audience. This usually seems to spend more than necessary as well.
 Ad Copywriting Tips

1. Be very clear what the offer is and who it’s for.

On LinkedIn, you’re usually paying on a cost-per-click (CPC) basis. That

means you pay when someone clicks on your ad. But, you DO NOT pay
when someone sees your ad but does not click.

Therefore we do not want to draw unqualified clicks – that only wastes

money.

Alternatively, on Facebook you’re usually paying on a CPM (cost per

impression) basis. On Facebook you pay whether someone clicks or not,
so you want to draw in the most people.

Advertisers often use curiosity to draw in a prospect. Again, that works

on Facebook. On LinkedIn, you’ll often end up spending a lot of more
money.

2. Put the CTA above the fold.

LinkedIn sponsored content can use up to 600 characters.

After 150 characters (the “intro” or the “fold”), your copy is hidden and
there is a ‘…see more’ button.
I find that short and direct ad copy works best on LinkedIn.

Keep in mind that most people will not click ‘see more’, so your intro ad
copy should be able to stand alone without that remaining text.

For top-of-funnel and middle-of-funnel ad copy (TOF and MOF – colder

audiences), using longer ad copy can be useful.

But I also recommend putting the call-to-action above the fold (before
150 characters – where the ‘see more’ button appears on longer ad
copy). You are NOT charged for a click on the ‘…see more’ button.

GOOD:
3. Use bullet-points in the ad copy.

When someone does click on the ‘…see more’ button, use some eye-
grabbing bullet points to draw them further down your ad.

Hitting them with a wall of text is difficult to read and digest. They’ll be
likely to just scroll away.

Bullet points, especially with emojis are good for this.

BAD:

*No one wants to read a wall of text, and most people won’t bother.

GOOD:

Bullet points and spacing help draw the viewer’s eye through the ad and
improve comprehension.
4. Call out your audience.

More on #1, call out your audience in the first sentence or in the headline
of your ad.

So it’s very clear exactly who your offer is for, and why they should care.
Again, you want to reduce the number of unqualified clicks.

Remember, people care about what’s in it for them – not about your
features.
GOOD:

5. Start with an Emoji.

Use emoji’s sparingly and tastefully in your LinkedIn ads.

But they are a good way to draw your reader’s eye into your ad to start
reading. Ads that start with emojis almost always have a higher CTR.

(Be clear on your audience and offer so that higher CTR doesn’t waste your
money – see earlier tips)

I find the Zap or an emoji with a color that stands out from the LinkedIn
background AND from your ad image colors are good.

GOOD: (See image above)

6. Use the right CTA button.

The available options for Lead Generation call-to-action buttons are:

* Sign up, Apply Now, Download, Get Quote, Learn More, Subscribe,
Register
*Lead generation call-to-action button options

The choices for Website Conversions call-to-action buttons are:

* Apply, Download, View Quote, Learn More, Sign Up, Subscribe, Register,
Join, Attend, Request Demo
*Website conversions call-to-action button options

For Request a Consultation or Request a Call ads, we usually use “Sign

Up”.

7. Keep headlines short (under about 70 characters)

When your headline gets cut off, there’s no way for the viewer to see the
rest of it (whereas with ad body copy, they can hit ‘see more’).
So for clarity’s sake, use short headlines.

Spacers and brackets are good for enhancing readability.

BAD:

Don’t let your headline get cut off

GOOD:

Short and direct headlines work best

8. Limit use of uppercase/caps and emojis.

Overusing emojis and caps (like many Facebook ads do) will cause your
ads to be disapproved.

For example, headlines in all caps or using more than one emoji in a row
usually triggers an automatic disapproval.

Too many emojis or uppercase letter will automatically trigger LinkedIn’s

rejection

9. Use a professional tone and avoid slang.

People are in a business mindset when they’re on LinkedIn, and most

people take their work quite seriously. Therefore, your ad copy should
convey the same level of professionalism, or else you risk losing
credibility. If you’re running Facebook ads, keep in mind that your FB ad
copy is likely too conversational, and too relaxed.
10. More copywriting tips!

 Be specific (numbers help stick out from the text).

o “Find out how we made $765,997 in two months by…”

o “See how we increased leads by 356%…”

 Start with a ‘Yes’ question.

o “Are you looking for the best ad copy tips?”

o “Is your conversion rate below 3%?”

 Use FOMO or create a sense of urgency.

o “Download this guide now before you forget”

 Align the copy and headlines in your ads and landing pages.
 Ad Design Tips

1. Use the right dimensions

 Sponsored Content

o Single Image: 1200×627

o Carousel Image: 1080×1080

o Video: 1280×720 or 1080×1080

 Sponsored InMail: 300 x 250

 Text ads: 100×100

2. Choose an image that will grab your audience’s attention.

People are scrolling through LinkedIn just as fast. Use an image that will
grab their attention.

Images of their industry or job do well. Ask what is a visual that is

already top of mind for them?

For lead magnets, an image of the downloadable is good.

Avoid pattern-interrupt images – until you have specific targeting and a

proven audience, then they are worth testing.
What’s an image that’s already top of mind for your prospect? THAT
will grab their attention.

3. Use colors that stand out.

The LinkedIn interface is darker – mostly blue and gray.

Therefore, you want to choose colors that stick out from this backdrop.
Oranges, reds, and greens are good.
GOOD:

Use colors that contrast from the LinkedIn interface

4. Add a Button.

Graphical buttons generally boost performance. Be sure the button’s

text is aligned with your ad’s call-to-action.

5. Overlay text that supports your offer.

LinkedIn does not have a 20% text rule that Facebook does. So you can
include much more text in the ads.

Adding a headline and sometimes subheadline in the image helps. Be

short and to the point.
6. Find examples and inspiration of good ads.

*Software company LinkedIn ad example

*Transportation company LinkedIn ad example
*Case study LinkedIn ad example
 Targeting & Optimization

In 2020, targeted advertising is a way of life. Whenever scroll through

your Facebook feed, do a Google search, or check Twitter, you’ll notice
ads geared to your specific interests.

It’s no different on LinkedIn. Targeted ads are a natural way to reach

prospects who are most likely to buy — and LinkedIn makes it easy to
create them.

LinkedIn is also a bustling hub for B2B lead generation. Over 94% of B2B
marketers use LinkedIn as one of their distribution channels, and it
accounts for more than 80% of all social media B2B leads
On LinkedIn, members naturally want to keep their profiles up to date
for professional purposes. After all, your best prospects don’t want to
miss out on a great job opportunity because their profile is a year out of
date. That makes it easy for you to target members based on quality,
up-to-date profile-based information.

Creating a Targeted Ad

First things first. Sign into the Campaign Manager, click Create
Campaign and give your campaign a name.

Define Your Goal and Audience

With its recent update, LinkedIn’s advertising platform — the Campaign

Manager — now enables marketers to build campaigns around specific
marketing objectives. Start by choosing the goal for your campaign. If
you’re interested in growing your business, you’ll probably want to set
lead generation as your goal.
Once you’ve set your objective, choose the targeting parameters you’ll
use to narrow in on your audience.

LinkedIn uses the data from a member’s profile to target individual

members, including the member’s job title, their company, the school
they attended, and their graduation year. You’ll start by choosing your
audience’s location and their profile language.

Add more conditions to narrow in on your audience. The audience

count shows the number of members who fit the targeting conditions
you’ve selected. Consider whether you want to target a highly specific
niche or reach a wider group.
LinkedIn’s absolute minimum is 300, enabling you to go narrow. But go
too narrow, you might miss out on valuable prospects who could turn
into terrific clients. And you’ll be bidding against other businesses to
reach a small audience… which can quickly drive your ad spend up.
Casting a wider net can enable you to reach more people who might be
interested in what you have to offer. I’ve found that 20,000 to 80,000
members is usually the sweet spot for most businesses — but you’ll
define the audience based on what your business needs.

Once your parameters are set, uncheck audience expansion. This

enables you to specifically target your audience without adding in users
LinkedIn considers to be similar.

Run a test search in LinkedIn Sales Navigator. If the users it returns are
people you want to get your ad in front of, you know your targeting is
on point. You can keep moving forward.

Decide on Your Campaign Budget

At this point, you can decide on your ad format and set a budget for
your campaign.

Explained above, LinkedIn determines the cost for online ad space using
an auction system where you’ll bid against other advertisers for
placement. More competition to reach your audience means you’ll pay
more for your ad placement.
Hit “Save as a Template” after you’ve defined your audience… that way,
you won’t ever lose your work. By saving your audience, you can use
the audience you created as a template for future campaigns later on.

LinkedIn’s Targeting Options

LinkedIn offers 17 demographic categories you can use to fine-tune your

target audience. Each category can be used to narrow in your ideal
prospects or specify members you want to exclude.

Location

Location is the only required audience parameter — and the first that
you’ll specify when you set up your campaign. You can specify location
at a very granular level, down to state and city. LinkedIn determines a
member’s location based on their IP address.
Location-based targeting is perfect if you’re going after businesses in a
specific geographic area. Here’s how we’ve used location-targeting to
reach business owners. You can narrow down your location to focus on
specific areas.

Language

When you set up your campaign, you’ll also specify the language of the
members you want to reach. LinkedIn determines the language of
members based on the language used in their profile. Obviously, make
sure your ads are written in the language you choose.
Job Title

The simplest way to reach people in the right professional role is to

target based on job title. And targeting based on just a couple of job
titles is an easy mistake to make. After all, you could be failing to reach
thousands of professionals in related roles who might be interested in
your offer.

Fortunately, Campaign Manager has your back. When you type in a job
title, Campaign Manager will autosuggest lots of other related job titles
you may want to add to your campaign.

Adding more relevant titles will ensure your ad gets wider exposure.
You can also widen your reach by showing your ad to past holders of
relevant job titles.
Job Function

While job titles describe a person’s specific job role, job functions are
broad grouping of related job titles, like “medical” or “marketing.”
Targeting by job function is a great way to increase your campaign’s
performance.

LinkedIn’s studies have found that targeting based on job function

instead of job title can result in increased impressions and a higher click-
through rate.

Job functions are an easy way to reach a broad class of members,

especially when combined with other options. For instance, combining
job function with seniority is a great way to target decision-makers at
the Director, VP, or C-Suite level.

And job functions offer a great strategy for lowering your ad spend,
since each function contains people with less common job titles who are
great prospects but are typically bid on less.
Seniority

LinkedIn classifies members at ten levels of seniority:

Seniority tells you about a member’s rank within their current

organization. LinkedIn determines a member’s seniority based on their
job title. Job titles that imply leadership over units, direct reports, or
important projects are assigned greater levels of seniority.

Seniority is especially useful when layered with other categories, like job
function. Here’s how we’ve combined seniority with job function to
reach high-level IT decision makers:
Be careful with seniority. Job titles with lower seniority aren’t
necessarily lower-level employees. For example, consider an IT
specialist with no direct reports who has 15 years of experience. Since
this employee has no leadership responsibility, he would be considered
entry level.

Increasingly, targeting senior individual contributors is an effective way

to influence decision-makers. Contributors at this level are valued for
their years of experience and often have significant say in buying
decisions. Consider targeting senior ICs in your next campaign.

Years of Experience

Years of experience (YOE) enables you to target an audience based on

the years of professional experience they’ve racked up over the course
of their career. Like job function, years of experience is especially
powerful when used in combination with other targeting parameters.
Years of experience is especially powerful when paired with job function
or seniority.

 Pairing YOE with job functions enables you to reach veteran

leaders who’ve accumulated years of expertise in their field.

 Combining YOE with high levels of seniority — such as Director

and above — enables you to contact experienced decision-
makers with influence over buying decisions in their
organizations.

Company Name

Company name targeting is straightforward — it enables you to target

decision-makers at specific organizations. You can reach up to 100
organizations.

Need more? With Matched Audiences, you can use Account Targeting
to go after decision-makers at up to 300,000 companies. (More on this
below.)

Company Industry

Company industry lets you target members who work in a specific

industry. Targeting based on industry is a great strategy if you have an
offer that’s sure to appeal to members across a broad sector.

Company industry is an ideal approach for reaching ecommerce stores

based on the types of products they focus on. Layered with skills
targeting, you can also reach members with specific skills:
Word to the wise: company industry is based on the primary industry in
which a company operates. If a company works across multiple
industries, LinkedIn will only list the main industry of operation on their
LinkedIn page.

Before you target by company industry, check out a few LinkedIn pages
for companies you’d consider to be within your sector. Consider
including any relevant industries you see to make sure your targeting is
on track.
Company Size

Company size is an easy way to make sure you’re targeting only

companies that are the ideal size to become future clients. Only want to
work with small companies? Exclude members whose workplace has a
company size of 500 or more from your targeting.

LinkedIn groups companies into nine tiers based on company size.

 Myself Only

 2-10 employees

 11-50

 51-200

 201-500

 501-1000

 1001-5000

 5000-10,000

 10,001+

Company size is ideal when you combine it with job function. For
example, here’s how we’ve layered company size and job function to
reach corporate HR managers:
Groups

LinkedIn members often join groups with other members who share
common interests and professional connections. Membership in
relevant groups can indicate experience in a particular field. It’s a great
way to reach members who are highly knowledgeable in a specific area.

Skills

Sometimes, job title or job function targeting might not be effective in

reaching a very niche audience you want. When that happens, skills
targeting is exactly what you need.
While you can explicitly list your skills, LinkedIn can also infer your skills
based on the keywords found throughout your profile. Skills targeting is
a great way to reach members with highly specific capabilities in a
particular area. Take a look at how we’ve used skills targeting to reach
developers based on their specialization:

If you’re using skills targeting, consider using the job function or

seniority categories to fine-tune your search and reach relevant
prospects.

For example, if you want to reach people who work in HR with training
experience, you could combine the HR function with skills in training. If
you want to reach senior decision-makers in HR, you can target your ad
at members working in HR at the Director level or above.
Interests

Interest-based targeting is a brand new LinkedIn feature that made its

debut in the summer of 2019. Most other LinkedIn targeting is based on
the information a member enters in their profile — but interest-based
targeting is based on a member’s activity on the platform.

As a member demonstrates interest in specific topics through their

interactions with content on the platform, LinkedIn gathers information
on the topics they’re interested in.

Like skills targeting, interest targeting works especially well when paired
with the job function or seniority categories. For example, if you want to
reach senior-level decision makers with an interest in project
management, consider targeting members interested in project
management at the Director level and above.

Exercise Caution: School, Age, and Gender

While most categories can help you narrow in on your target audience,
three categories will drastically reduce the reach of your ad if used
carelessly. Let’s take a closer look.

School

If you like, you can target members by the specific school, college, or
university they attended. Be sure to add subsidiary schools you want to
include, since each has its own separate page on LinkedIn — for
instance, not just UVa, but also UVa Law.
Using school can actually decrease your audience size — more than
you’d expect. Members aren’t required to enter their educational
history when creating a LinkedIn profile, so you may end up missing
many active members who attended the school you’re targeting. In
general, avoid targeting by school unless you truly need to reach
members who attended a particular institution.

Age

LinkedIn estimates a member’s age based on their first graduation date.

Targeting based on age can often reduce your audience size significantly
— and in most cases, it’s not necessary to target your ad effectively.

In most cases, targeting based seniority or years of experience will yield

significantly wider exposure for your ad. LinkedIn found that when
targeting executives, targeting by age results in a 70% smaller audience
than targeting by seniority. Similarly, when targeting high-tech career
starters, targeting by age instead of seniority diminished audience size
by 91%.

Gender

Just like with age, LinkedIn doesn’t ask members for gender on their
profile but rather infers it based on a member’s name. Targeting based
on gender isn’t recommended unless you have an offer that’s highly
relevant to a specific gender. After all, gender-based targeting will cut
your audience size in half.
Advanced Targeting Techniques

LinkedIn’s audience targeting criteria are just the start. With LinkedIn’s
Matched Audiences, you’ll find a range of advanced tools to help you
pinpoint the exact audience you want to reach.

Let’s take a closer look.

Account Targeting

If you’re using Account-Based Marketing (ABM), LinkedIn’s Account

Targeting feature is perfect for you. With ABM, you concentrate your
sales and marketing strategy on a small, clearly defined set of target
accounts instead of casting a much wider net.

The upshot for your company? Greater personalization, more optimized

campaigns and a higher ROI for your ad spend.

LinkedIn’s Account Targeting feature is an ideal tool for reaching

employees at the specific companies in your target market. With
Account Targeting, you can identify up to 300,000 companies that you
want to target specifically. LinkedIn will check your list against its
member database and show your ad only to users who are employed by
one of those companies.

To use Account Targeting, you’ll need to set up a Matched Audience.

Under “Who Is My Target Audience?” choose Matched Audiences, and
then select the Upload Lists option.
Download the account list template provided and fill in your target
companies, then upload the account list to LinkedIn.
Pro tip 8:

Check each company’s LinkedIn page to make sure the name in your
account list matches exactly. You won’t reach anyone at that company if
the name in your account list isn’t an exact match.

You might think setting up your list will be easy, but creating a list of
relevant companies that meets LinkedIn’s minimum of 300 companies
can be a very demanding project.

Contact Targeting

Contact Targeting is the perfect way to pinpoint your target audience on

LinkedIn. You can deliver customized ads to LinkedIn members on your
email list, tailored to their stage in the sales funnel. All you need is your
existing email list.

Just like with Account Targeting, you’ll need to set up a Matched

Audience to use Contact Targeting. Download the contact list template
and fill in your list of contacts, then upload it to LinkedIn:
Just like with Account Targeting, you’ll need a list of at least 300
contacts to use Contact Targeting. Contact Targeting and Account
Targeting typically takes about 24 hours to process, with larger lists
taking longer. LinkedIn recommends that you allow a 48 hour window as
a best practice.

LinkedIn’s Contact Targeting function also integrates with most of the

major CRM systems, including Salesforce, Marketo, Liveramp, and
Hubspot. You can use these integrations to keep your contact list
automatically updated in LinkedIn… and avoid the hassle of repeated
manual uploads.

Once you’ve made contact, sharing content with new leads can help you
build your authority and guide your contacts down the funnel. You can
also use contacts as exclusions. For example, if you’ve closed an account
or determined that a lead is a no go, you can exclude them from further
communication.

Website Retargeting

Retargeting your ads is one of the most powerful ways to make sure
they convert. Retargeted get a click-through rate up to 10X higher than
ads that aren’t and yield up to a 70% lift in conversions.

LinkedIn uses a free, lightweight tag called the LinkedIn Insights Tag to
track which members visit your website. To get started, go to the
Campaign Manager and choose “Insight Tag” from the Account Assets
menu.
Choose “I Will Install The Tag Myself” to get the code snippet, or install it
using one of the other options.
Pro tip 9:

The easiest way to set up the Insight Tag is to put it in the global header
of your website — that way even if someone leaves your site quickly, the
tag will still load.

Once your Insight Tag is up and running, it’s easy to create specific
audiences. Go to your Campaign Manager, set up an audience, and
specify the behavior you want to track.

For instance, you might create one audience for everyone who came to
your site, and then create specific audiences for people who visited
specific landing pages. Once your audiences are set up, you can target
them with campaigns tailored specifically for them.

Since LinkedIn uses the tag to track anyone with a LinkedIn profile who
visits your site, you can use the Insight Tag to track website
demographics. You can gather demographic information like job title,
company, and company size for all your visitors who have a LinkedIn
profile, giving you a great overall picture of your target customer.
 Niches

With over 150+ industries to choose from on LinkedIn, you’re sure to

drum up some business if you know how to properly capitalize on this
powerful platform.

If you have the time and know how then LinkedIn could bring in a better
ROI than more popular Marketing Methods (i.e Paid Ads, Email
Marketing, etc.)

While most businesses can leverage the power of LinkedIn to benefit

their lead generation efforts I’ve found that the following
Industries/Niches do extremely well on LinkedIn.
Top converting niches are:

1. Financial Services

Subniches: Loans, Credits, Cryptocurrency, Forex,

Some Rakuten products you can use:

MyLead Offers:

2. Reputation Management

Subniches: Online Reviews, Link Building, Social Media Building

Programs:
3. Marketing and Advertising

Subniches: SEO, Micro and Authority Site Building, Viral Marketing

Programs:
4. Information and Technology

Subniches: VPN, Hosting Services, Computer Troubleshooting, Security

Rakuten offers:
MyLead offers:
5. Hospital and Healthcare

Subniches: Knee, back and neck pain , Skincare, Anti-aging, Digestive

health

Rakuten offers:
MyLead offers:
 Resources

Premium members can download special designed landing pages from

here:

DropBox Download Link

You may use or edit them on the way to suit your subniches. To do it
easily, hire designers for cheap from Seoclerks or Fiverr.