Before getting started with Sponsored InMail, learn how to navigate LinkedIn's Campaign Manager where you'll manage all aspects of your campaigns including setting up your message, targeting and budget. In this course Irina Skripnik will show you how to navigate to your Campaign Manager dashboard using the directly URL (linkedin.com/ads) or via your LinkedIn profile.
- [Narrator] With Sponsored InMail you're building an advertisement, setting up your target audience, setting your campaign live, and then evaluating the effectiveness of your message. To get started with Sponsored InMail, you need to navigate to the Advertising Campaign Manager tool. This will be your hub for setting up and managing your campaigns, creatives, targeting and budget. If you don't have a LinkedIn account, the sign up process is quick with just a few simple steps. You need to be a LinkedIn member to advertise on LinkedIn. Now there's a few ways that you can navigate to this tool. You can go directly to linkedin.com/ads, and if you're not logged in you'll see an option to "Get started".
If you already have some campaigns set up, this call to action button will say, "Manage ads". You will likely be prompted to log in with your LinkedIn credentials before arriving at the Campaign Manager, which is your home page for managing all of your LinkedIn advertising campaigns. Now there is another easy way to arrive and that's navigating through your LinkedIn profile. I'm going to navigate to linkedin.com. In the top right-hand corner you'll see Business Services option. Hover over that and scroll down to Advertise. When you click into Advertise, you'll see that we've landed on the same page that now says "Manage ads." When you click into Manage ads, you're once again brought into your Campaign Manager home page.
As you can see here, Samantha already has a few accounts set up. Either route will get you to the Campaign Manager home page. It just depends on your preference. As the next step, either set up a campaign within your existing account by clicking into the hyperlinked in blue account name, or you can navigate to the upper right-hand corner where it says, "Add account," and click to add a new account. Now if you are a new user, you will likely see a welcome message, an option to select a product that best fits your objectives.
In this case, I would select Sponsored InMail, and you'll be brought to the account creation page. As an option you may select a Company Page or a Showcase Page when setting up your Sponsored InMail campaign. This option is especially important if you're planning on running Sponsored InMail and Sponsored Content under one account. A Company Page is optional for Sponsored InMail, but it is mandatory for Sponsored Content. A Company Page is also important to have to build your brand and presence on LinkedIn. Enter a name for this account that will help you differentiate it, and select a currency for your campaign.
And once you're finished, click next. You will then be brought to an account overview page where you'll be able to create a campaign. In the upper right-hand corner you have an option to create a campaign with a drop-down menu. Scroll down to Sponsored InMail to create a new Sponsored InMail campaign. Once you select Sponsored InMail as a product option, next you will have to give this campaign a name. As with all things you name in Campaign Manager tool, I highly recommend you pick a memorable, descriptive name so you can identify which campaign is which.
Let's say that I'm going to be running a campaign to drive content downloads using marketing tips. I'll call this campaign Marketing Tips USA. Next on the same screen you'll select the language that you'll be going to run your campaigns in. You'll want to select the language that your target audience speaks. Keep in mind that for international markets it's best to select English language to increase scale, or set up two campaigns, one with a local language and the second with an English so you can reach all relevant audiences while maintaining scale.
Now at the bottom of each screen you'll see an action that you can take. Clicking "Cancel campaign" will cancel out your draft and any changes made to it. Clicking "Next" will bring you to the next step. But I wanted to quickly show you the top features of Sponsored InMail. Here you'll see the sender name as it will appear for your recipients; the subject line; the description; the body copy of your Sponsored InMail; the terms and conditions that are LinkedIn terms and conditions with the option to unsubscribe from Sponsored InMail; as well as a custom footer where you can put in your own promotional terms and conditions.
You have the option to customize your call to action button, as well as your banner ad. Now take a minute to explore the Campaign Manager and get to know where everything is.
- What is Sponsored InMail?
- Setting up and managing your campaign
- Crafting your message
- Adding your bid and budget, and setting your campaign live
- Reporting on your campaign