On LinkedIn, there are two key delivery and pacing levers you can pull when setting up a campaign—the bid and the budget. This video covers how to set up your bid, budget, and scheduling for your campaigns.
- [Narrator] On LinkedIn there are two key and delivery pacing levers you can pull when setting up a campaign, and that's the bid and the budget. LinkedIn ads pricing works in the second price auction which means that you will only pay one cent above the second highest bidder in the auction. Let's start on the bid and the budget page of a sponsored content campaign. Depending on the product you select, you'll have the option to choose the bid type. For sponsor content and text ads you'll see an option selected as a cost per click or a CPM. Now for sponsored email here you'll see on a cost per send.
Your bid is the maximum you're willing to pay per unit. The tool provides with a suggested bid range based on what other advertisers are bidding to be competitive. Now the bid price depends on the target audience you've selected for this campaign and how in demand that audience is. If you for example enter a seven dollar cost per click bid here, but the next highest bidder is only bidding six dollars, you'll only pay six dollars and one cent per click in that auction and so on. So the bid is how much you're willing to pay while the budget is the cap for your spend.
Setting a daily budget will control the cost and it will prevent your campaign from delivering past its limit per day. So unless you need to have a daily cap, don't set one at all. Now keep in mind while the bid can fluctuate based on the auction, your budget will remain fixed. So you can start your campaign immediately, or schedule it for a future date. Now under show more there are additional options available for scheduling your campaign. If you don't want your campaign to run indefinitely, make sure to set an end date. You can also set a total budget if you have a dollar amount for your entire campaign.
If you have a campaign where you need as much traffic as possible, only set a total budget and remove the daily budget. Once your campaign launches, LinkedIn will display all your ads as frequently as possible on a given day, until your maximum budget is reached or until the end date that you've selected. Once your campaign ends it will automatically be archived. At the bottom of the page, click on the link to learn more about campaign budgeting. Now take a moment to select different target audiences that work for your business and estimate how would you set up the bids and the scheduling for your campaign.
- Posting organic content
- Creating a Company Page
- Using Campaign Manager
- Setting up an advertiser account
- Pursuing content marketing
- Getting started with Sponsored Content
- Setting up a Text Ads campaign
- Using Sponsored InMail
- Targeting audiences on LinkedIn
- Making bids, budgets, and schedules
- Setting up billing, payments, and coupon codes
- Reporting and measuring conversions