‎Compose LinkedIn Ads in 7 Steps | Sprinklr Help Center

Compose LinkedIn Ads in 7 Steps

Updated

5 months ago

Easily create effective LinkedIn campaigns within a defined time and budget and reach the ideal audience for your business by connecting with the largest network of professionals.

Advertising through LinkedIn is a great way to reach a customer on the world's largest network of professionals. Through Sprinklr, you can compose and publish ads to LinkedIn user feeds.

With an enhanced New Objective-Based Advertising Experience on LinkedIn, you will have more options to meet your desired marketing goals.

Enablement note:

The use of this capability requires that Sprinklr Marketing (Ads) be enabled in your environment. To learn more about Sprinklr Marketing (Ads), please contact your Success Manager.

Before you begin

LinkedIn has migrated from its two-tier campaign structure to a three-tier campaign structure. We have updated our platform to align with the LinkedIn hierarchy. Familiarize yourself with the changes in LinkedIn Channel Nuances in Sprinklr.

Step 1: Select an account and objective

1. Click the New Tab icon. Under the Sprinklr Marketing (Ads) tab, click Ads Composer within Execute.

2. Select your LinkedIn Ad account. You can differentiate between Business and Enterprise accounts from the Account Type column.

Note:

For LinkedIn Campaigns in Business Ad Account:

The Campaign Group will be playing the role of Campaigns in Sprinklr.
LinkedIn Campaigns that are part of the Default Campaign Group will continue to have dummy campaigns at the Paid Initiative level.
Your LinkedIn Paid Initiatives in Sprinklr will be published as LinkedIn Campaign Groups on the native platform.

3. Based on the Ad Account you are using, follow the below steps:

For Enterprise Ad Accounts:

Choose your Campaign Objective. You can choose from the following available objectives:
- Video Views
- Brand Awareness
- Website Visits
- Website Conversion
- Lead Generation
- Engagement
- Job Applicant

For business Ad Accounts:

Enter the campaign name in the Campaign Name field. You can also use a predefined naming convention for your campaign name by selecting Use a Naming Convention.
Select your Objective followed by the Ad Format (type of content) you would like for your Ad Set. Click Add New Ad Set Objective to add multiple promoted objects with different objective and ad format combinations.
Proceed to Step 6.
Enter the campaign name in the Campaign Name field. You can also use a predefined naming convention for your campaign name by selecting Use a Naming Convention.

Select the desired Ad Format from the following based on the corresponding supported objectives:

Single Image Ad - Sponsored Content (Legacy), Lead Generation, Brand Awareness, Website Visits, Engagement, Website Conversion, Job Applicant.
Carousel Image Ad - Sponsored Content (Legacy), Lead Generation, Brand Awareness, Website Visits, Engagement, Website Conversion.
Video Ad - Sponsored Content (Legacy), Video Views, Lead Generation, Brand Awareness, Website Visits, Engagement, Website Conversion.
Text Ad - Brand Awareness, Website Visits, Website Conversion.
Message Ad (previously termed as InMail Ad) - Sponsored InMail (Legacy), Lead Generation, Website Visits, Website Conversion.
Conversation Ads - Lead Generation, Brand Awareness, Website Visits, Engagement, Website Conversion
Spotlight Ads - Website Visits, Website Conversions, Job Applicants, Brand Awareness,
Follower Ads - Brand Awareness, Engagement

Enablement note:

You can publish an InMail Ad in the Draft state on LinkedIn to test your creatives before activating. To learn more about getting this capability enabled in your environment, please work with your Success Manager.

Note:

By default, the InMail Ads will be published in the Draft mode. This is true even if the status is set to Active during creation. You will need to make a subsequent call to update the status to Active when you have finished testing and finalizing your creative.

From the Set Sprinklr Campaign drop-down menu, select a campaign to measure your Organic and Paid Reach.
Select the custom properties under Define Custom Properties and click Next.

Step 2: Apply targeting

In the Targeting section, you can select from an existing target audience by clicking Select from Saved Target Audience, or create a new target audience for your Ad by clicking Create New Audience. For details, see Create New Audience — Field Descriptions.

Note:

If you are using a Business Ad Account and have multiple Promoted Objects selected in the Campaign Details section, they will appear in the left pane.
Click Add Targeting Audience to apply targeting to each promoted object individually.

For iOS 14 Campaigns:

As a result of Apple’s iOS 14 changes due to its new App Tracking Transparency (ATT) framework, you will no longer be able to use Member Interests and Traits (for AND and Exclude ad targeting operations) with a contact list, contact marketing automation list, or website retargeting segments due to privacy updates on LinkedIn.

For more information, see Apple iOS 14 Changes and Impact on Advertising.

Click Save Target Audience to confirm your changes or click Segment and Save to create different variations of your target audience.

Create New Audience — Field Descriptions

Term	Description
Name	Provide a name for your LinkedIn Targeting.
Language	Select specific languages to target speakers.
Geography (Location)*	Include a location filter to target users in a specific country or region.
Target members who live in this location	Check the box to target specific members who live in the selected locations.
Industry	Select the industry in which your audience lies.
Audience Expansion	Select to increase the reach of your campaign by targeting audiences with similar attributes to your Ad.
LinkedIn Audience Network	Select to extend the reach by delivering your ads beyond the LinkedIn feed to members on third-party websites and apps across the internet. Note: LinkedIn Audience Network is available for campaigns using a single image and video ad formats, carousel ads as well as all for all campaign objectives except Lead Generation.
Excluded IAB Categories (Available only when LinkedIn Audience Network is enabled)	Select the categories of mobile apps and sites where you do not want your ads to appear.
Publisher Lists (Available only when LinkedIn Audience Network is enabled)	Select Publisher(s) Lists from the drop-down. There are two types of publisher lists demarcated by a label while selecting List from The Dropdown Menu. When you add a Block List to your campaign, we will avoid serving ads on apps or sites selected. When you add an Allow List to your campaign, we will allow serving ads on apps or sites selected.
Detailed Targeting

INCLUDE people who match at least ONE of the following*	Include people who have ANY of the following attributes: Companies Demographics Education Job Experience Interested In Audiences You can also search for individual categories and directly add them to your selection.
Narrow Audience (and MUST ALSO match at least ONE of the following)*	Narrow audience based on the following attributes: Companies Demographics Education Job Experience Interested In Audiences
Note: You can not select Job Title under Job Experience with Job Seniority or Job Function at the same time. On doing so, you will get a validation message.
EXCLUDE people who match at least ONE of the following*	Exclude people who have ANY of the following attributes: Companies Education Job Experience Interested In Audiences
Import Multiple Targeting	Click the icon alongside to import targeting in bulk. Note: You can bulk import a maximum of 200 Companies for targeting at once.
Save this Target Audience for Future	Select to save your targeting for future use.

*Terms with an asterisk can have multiple targeting values.

Step 3: Set Budget and Schedule

Enter the details for the respective fields. For more details, see Budget and Schedule — Field Descriptions.
Click Next.

Budget and Schedule — Field Descriptions

Terms	Description
Configure all LinkedIn Campaigns individually	Select to apply individual configuration for your LinkedIn campaigns, if you have applied multiple targeting selections.
Note This will be checked by default and cannot be unchecked if you are using a Business Ad Account to create your campaign. Set the Budget and Schedule details for the Campaign Group and individual Campaigns.
Enter the Budget details for Campaign
Spend Cap	Set a spend cap beyond which your Paid Initiative will stop running.
Assign a Sprinklr Budget Source for your Campaign	Select a Budget Source for your Paid Initiative.
Enter the Budget & Schedule details for all Ad Sets
Lifetime Budget	Set the budget for the lifetime of the LinkedIn campaign.
Daily Budget	Set the budget for the day beyond which LinkedIn will stop showing the Ad.
Start Date	Set a Start Date for your Ad Campaign.
End Date	Set an End Date for your Ad Campaign.
Enter the LinkedIn Campaign Group details for all Ad Sets (only available for ENTERPRISE AD ACCOUNTS)
LinkedIn Campaign Group	Select the Campaign Group to which your Ad Sets will belong once the Campaign is published.
Enter the Bidding & Ad Rotation Details for all Ad Sets
Optimize for	Select an optimization goal for your Ad Sets. For more information on the supported objectives and their corresponding optimization goals, see LinkedIn Objective v/s Optimization Goals.
Bidding Strategy	Select a Bidding Strategy for your optimization goal. Your strategy determines how you spend your budget to reach your ROI goal, and how you’ll be billed. The options available depend on your optimization goal selection. For more information on the optimization goals and their corresponding bid strategy, see LinkedIn Objective v/s Optimization Goals. Note: You can maximize the number of actions while maintaining the lifetime average cost per result under the cost cap threshold with LinkedIn Cost Control Bid Strategy.
Pricing Strategy	Set a pricing strategy for your campaign based on the optimization goal. Please note that this field is only available when you want to manually set your bid.
Ad Rotation	Select to either Optimize for performance (recommended) or Allow ads to enter auction evenly. Note: You cannot use the Optimize for performance option in Ad Rotation for Message Ads.
Enter the Dayparting details for all Ad Sets
Run ads all the time	Select to run your Ads every time.
Run ads on schedule	Select to run your Ads on a specific schedule.

*Fields with red dots are mandatory.

Step 4: Select creatives

On the Select Creatives window, select from saved LinkedIn creatives or click Add New Creative to craft new Ads Creatives.

Note:

If you are using a Business Ad Account and have multiple Promoted Objects selected in the Campaign Details section, they will appear in the left pane.
Click Add Another Creative to add creatives to each promoted object individually. However, if you Configure Creatives for each Ad Set individually, the current view of the promoted objects will disappear and you will only see the LinkedIn Campaigns.

The LinedIn page linked to your LinkedIn account will be pre-selected under the Company Page option. Select the Post Type for your creative. You can choose from the following available post types based on the corresponding supported Ad Format you had selected:

Link Post - Single Image Ad
Image Post - Single Image Ad
Carousel Post - Carousel Image Ad

Video Post - Video Ad (Square, Vertical, or Horizontal)

Note:

You can add Closed Captioning to your LinkedIn Video Ads by uploading an SRT file to your video. Note that only English language captions are supported for your video media. You can also add a Thumbnail (JPG or PNG files only with a maximum file size of 2 MB) to your video.

Add the creative details. You can navigate between different preview options by placement.

Select an Ad Call to Action for Image Ad (Link Posts). This will allow you to choose one of the following actions you want people to take when they see your ad: