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Lydian Stone

LinkedIn Advertising

About this course

Advertising on LinkedIn is a no brainer if you’re targeting a business market. This class provides you with everything you need to revolutionize your LinkedIn advertising campaigns.

  • Intermediate
  • 3h
  • 2 classes
  • 6 credits
  • Live, trainer-led class
  • Interactive group exercises
  • One-to-one mentorship
  • Unlimited access

Learning outputs

Lydian Stone

Course overview & classes

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Course Overview

LinkedIn is the world’s go-to social network for business and recruitment, but it’s also a great place to target higher-end B2C customers too. This packed class arms you with all the tools and tips you need to successfully advertise on the platform.

Learn how to develop an effective strategy. Master LinkedIn’s targeting tools. Discover the ins and outs of advertising through sponsored updates, adverts and InMail messages. Develop compelling ad designs and copy. Manage budgets to perfection and analyze the results of your campaigns with LinkedIn’s own metrics.

In short, this essential class will build your LinkedIn advertising skill set to the levels you need to successfully lift your performance and boost results.

  • Class 1: LinkedIn Paid Strategy, Targeting & Ad Types


    • LinkedIn advertising evolution: Full overview of recent LinkedIn advertising developments
    • Future developments: Detailed overview of upcoming LinkedIn changes and likely future direction
    • Self-service platform: Run through of key features


    • Business opportunity: Understanding the different business cases for LinkedIn advertising
    • LinkedIn advertising strategy framework: How to develop a working plan for your LinkedIn advertising


    • Professional targeting: Best practice targeting, based upon industry field, job title, location and company
    • Audience size: Recommendations for best performing audience sizes to target ads to
    • Location targeting: How to target your ads to specific locations while maintaining optimum results
    • Company targeting: Making the most of LinkedIn’s unique targeting feature
    • Industry targeting: How to focus your advertising efforts on a particular vertical industry sector
    • Job title, function & seniority: Understanding the specific nuances of each targeting option
    • Demographics targeting: Make best use of advanced targeting criteria skills, groups, gender and age


    • Technical overview: Understanding the mechanics of Sponsored Ads
    • Best practice: Detailed checklist for driving top performance levels


    • Technical overview: Understanding the mechanics of promoted posts
    • Best practice: Detailed checklist for driving top performance levels
    • Content strategy: Content tips to increase engagement results and overall visibility levels


    • Budgeting: Guidance on building a model that fits to the relatively high per send cost
    • Best practice: Detailed checklist for driving top performance levels
    • Content strategy: Content tips to increase engagement results and overall visibility levels
  • Class 2: LinkedIn Ads Creative, Budgeting & Analytics


    • Copywriting: Tried-and-tested techniques for writing compelling ad copy to drive click-throughs
    • Calls-to-action: Best practice guidance on creating direct calls-to-action to stimulate response
    • Tone of voice: How to establish and maintain your brand tone of voice


    • Image guidelines: Full overview of LinkedIn’s image guidelines and ad type image dimensions
    • Ad design best practice: Detailed checklist to drive results from your ad designs


    • CPC Vs CPM: Scenario planning for best use of each budgeting method
    • Big management: Best practice advice on bidding above “suggested range” to gain increased impressions
    • Bid strategy: How to best budget your ad spend and forecast results
    • CTR optimization: Expert advice on what CTR you should be aiming for
    • Daily budgets: Recommendations for setting daily budgets to optimize performance


    • LinkedIn Campaign Manager: Full overview of LinkedIn’s performance reporting tool
    • What does success look like? Case study examples to gauge relative success levels with industry peers
    • Analytics framework: Full outline of tools and metrics available to you to track results
Lydian Stone

Course Trainers

Learn from our skilled trainers, with hands-on experience from the front-line.