Study first
Review the ideas behind the questions
These notes cover the first choices that shape a LinkedIn ad campaign: the goal, the ad set settings, the audience, the schedule, and the bid strategy.
Start with the campaign goal
LinkedIn Campaign Manager uses campaign, ad set, and ad levels. The setup should start from the business action the team wants from the ads.
- A campaign can set a shared objective, budget, or schedule for its ad sets.
- An ad set is where the marketer selects the objective, audience, ad format, placements, budget, schedule, and optional tracking.
- The ad level is where the marketer creates or selects the ads.
- LinkedIn recommends planning the marketing objective, audience, ad placement, ad format, budget, schedule, and reporting needs before setup.
Build an audience that can run
Audience setup should define who should see the ads while leaving enough reachable members for delivery.
- Location is a required targeting choice in LinkedIn Ads.
- Audience attributes can include company, job experience, education, devices, demographics, interests, and traits.
- Custom audiences can be built with Matched Audiences or predictive audiences.
- If targeting selections severely limit reach, Campaign Manager can show an Audience Too Narrow message and stop the save.
Choose budget, schedule, and bid controls
Budget, schedule, and bidding choices decide how the ad set can spend and how much control the marketer keeps.
- A Classic ad set can set budget, schedule, and bid at the ad set level.
- A lifetime budget is required when using a custom schedule.
- Maximum delivery uses automated bidding to help get the most key results while using the full budget efficiently.
- Cost cap sets a benchmark cost per key result, while manual bidding gives the most direct control over the bid amount.