For the beginners of LinkedIn advertising, Document Ads is something that helps in precisely meeting your brand marketing. If you are looking to start a LinkedIn Document Ad campaign, then this guide will surely help you.
Document Ads are a kind of sponsored content that allows promoting the brands, and their products/services through various document formats, such as PDFs, whitepapers, eBooks, and case studies, which can be downloaded without leaving the site.
These document ads typically display directly in the feeds of LinkedIn members between organic posts. This is a great way for B2B advertisers to target their audience with relevant and valuable content to build brand awareness and generate leads.
Document ads work well for various LinkedIn ad objectives. You can promote either organic or paid content that has been already published.
Here are the step-by-step processes to set up Linkedin document ads:
Sign in with your LinkedIn account by visiting the LinkedIn Ads platform. If you don’t have a LinkedIn account, then sign up for it.
Click on “Create a campaign” and choose the type of campaign that you are interested in creating. In this case of a Document Ad, you should select “Sponsored Content.”
You have to choose an objective that supports the document ad format. Say for example: if you aim to generate more leads and build an email list, you have to pick the choice of lead generation objective.
Now it’s the time to create your target audience that perfectly fits into your marketing goals and campaign objectives. You should keep in mind of demographics and psychographics of the target audience, for eg. If you focus on Squaw Valley, prefer this choice under ‘Where is your target audience?’
Now, you have to choose your ad format. Choose Document Ad and scroll down to see the available placement options.
Upload the file that you like to promote as your creative asset and add a headline and description to the ad.
If you choose the lead generation option, then you have to mention the number of preview pages.
Now you have to define your scheduling, budget, and bidding choices. Depending on the requirements of cost per impression (CPM) or cost per click (CPC), you can set a daily budget or a total budget.
Choose the date to start the campaign and regarding the bid choices, you can select from Automated bid, Maximum cost-per-click (CPC) bid, or Maximum pay-per-1,000 Impressions (CPM) bid.
Campaign Manager will automatically select an optimization goal based on your campaign objective. This helps in accomplishing the desired results. However, it is suggested to review the goals and accordingly optimize the campaign.
Scroll down to the Bidding section. Now, click Change next to the optimization goal. Choose the choice from the dropdown menu.
Irrespective of your goals behind the LinkedIn documents ads, you have to track conversions. By using conversion tracking tools of LinkedIn, you can monitor the key actions of the audience including website actions, interaction with the ad, etc.
Before you proceed with the ad campaign setup, you should ensure to track the conversion that you have set up.
Now you have to add creatives to the document ad campaign. The option differs based on the campaign objective chosen.
In case, if you already have high-quality content, then you can just go for making the existing files into LinkedIn document ads. Complete the required fields, upload your document, and determine the number of pages to be viewable.
Scroll the documents published. Alternatively, you can use the search bar to find the right one. Now click the Sponsor button to pick the creative.
Adding existing content to a document ad campaign doesn’t allow any creative changes, indicating you can’t update the caption, add a headline, or choose a CTA. If you like to have more creative control over your document ads, then you have to create one for the purposes of advertising only.
Click the Create New Ad button. Then you have to upload the document. Campaign Manager supports formats such as PDF, DOC, PPT, and other selective files.
While uploading a document, Campaign Manager adds a filename into the Headline field automatically. For a custom headline, you can replace the filename.
To create a lead form, open the Form Details section of the ad workflow. Campaign Manager chooses the only available CTA automatically, Unlock Full Document. With the option of the Form drop-down, you can add an existing lead form to the ad or click Create New.
LinkedIn Document Ads are the best choice for businesses that have high-quality lead magnets and looking to expand their reach and generate leads.
However, you should understand the Document Ads and follow best practices for better drive engagement and conversions.
Note: It is highly recommended to regularly monitor the performance of your ad campaign to know how it is doing and introduce necessary adjustments as and when required. Pay attention to the budget and make adjustments in the bid, if it is needed, so that you can get the desired results.