After creating a LinkedIn Event, you can promote your event to a target audience with an event ad set. Create new event ads or sponsor existing posts with event URLs from your LinkedIn Page to increase event registrations.
Using the event ad format, you can help maximize registrations, live views, and lifetime views for your Company Page's LinkedIn Live Events. You can also choose to have your targeted audience see a different ad experience before, during, and after the event.
You must have super admin, content admin, or Sponsored Content poster access on your ad account's Page and creative manager access or higher on your ad account to create an event ad.
Before you can create your ads, you must first create an ad set. Your ad set includes settings that help determine who your ads are shown to, where your ads are shown, and how much your ads can spend.
To create new event ads, you can either:
To create a new event ad:
On the Ads in this ad set page in Campaign Manager, click the Create new ad(s) button.
Complete the following fields:
Preview the ad on the right side of the page.
Click the Save ad button in the lower-right corner.
When you’re ready, you can launch your new ad set or save changes to an existing ad set. Your ads will be reviewed and, if approved, are displayed based on the settings of your ad set.
After your event ad set delivers impressions to your target audience, you’ll be able to view the number of event registrations attributed to your ads in the reporting dashboard in Campaign Manager. Select the columns Performance or Conversions & Leads, or create your own custom view, to view event registrations.
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Single image ads include one image and appear directly in the LinkedIn feed of professionals you want to reach, on both desktop and mobile devices, and on the LinkedIn Audience Network. They are supported by both Classic and Accelerate ad sets and allow you to create your ad manually or with AI.
If you’d like to use AI to help create your ad, the features available vary depending on the type of ad set.
A marketing objective is a specific, measurable goal that guides your advertising efforts. It helps you focus your campaign or ad set on achieving a particular outcome, such as increasing brand awareness, driving website traffic, or generating leads. When you create a campaign or ad set, you’ll select the objective that aligns with your marketing goals. Each objective offers ad formats and bidding strategies that align with the goals of that objective.
Increase engagement on your content through likes, comments, shares, follows, and clicks to a landing page or LinkedIn Page when you select engagement as your ad set objective. The engagement ad objective is in the middle of the marketing funnel, which aims to help your audiences consider your business for their needs.
When you create an engagement ad set, you can choose to create an Accelerate or Classic ad set. Accelerate is LinkedIn’s AI-powered ad set type, which aims to improve your return on ad spend by continuously finding the right combination of targeting, creative, bidding, and placement for your ad set.
When you create a Classic ad set, you’ll choose from settings to determine who your ad is displayed to, where your ad is displayed, how much your ad set spends, and when your ad set runs. Optionally, you can also add tracking such as conversion tracking or URL tracking parameters.
The first step when you select your ad set settings is to choose a marketing objective. An objective is the goal you’d like to achieve with your ad set. Ad sets are optimized for delivery to people most likely to take the action you want based on the objective you select. Each objective offers ad formats and bidding strategies that align with the goals of that objective.
Third-party tracking allows you to measure and verify your LinkedIn ad performance through third-party tracking partners. Add tracking tags to each of your ads to start tracking your ad performance.
We currently support the following third-party partners:
By adding Google Marketing Platform tracking tags, you can attribute the clicks and impressions for each of your LinkedIn Ads. We support the following ad formats: