BeginnerStart here. No prior knowledge assumed.
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Lesson 1
Why LinkedIn Advertising?
LinkedIn's unique B2B targeting capabilities and why the higher CPMs are justified for the right campaigns.
Lesson 2
LinkedIn Campaign Types
Sponsored Content, Message Ads, Dynamic Ads, Text Ads — what each does and when to use them.
Lesson 3
Professional Targeting on LinkedIn
Job title, seniority, company size, industry, skills — the targeting dimensions unique to LinkedIn.
Lesson 4
LinkedIn Lead Gen Forms
Pre-filled forms that stay on LinkedIn — why they convert better than landing pages for B2B lead generation.
Lesson 5
LinkedIn Organic Content for Ads
How organic LinkedIn content informs paid strategy — what works organically predicts what will work in ads.
Why are LinkedIn CPMs typically higher than other platforms?
What is a Lead Gen Form on LinkedIn?
IntermediateBuild on the basics.
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Lesson 1
LinkedIn Campaign Manager
Account structure, campaign groups, and the setup decisions that make LinkedIn campaigns manageable at scale.
Lesson 2
Audience Building on LinkedIn
Matched audiences, website retargeting, contact list targeting, and lookalike audiences on LinkedIn.
Lesson 3
Sponsored Content Best Practices
Creative formats, copy length, and the content types that perform in the LinkedIn feed.
Lesson 4
LinkedIn Ads for Lead Generation
Full-funnel strategy — awareness to lead capture — and the content offers that convert LinkedIn audiences.
Lesson 5
Measuring LinkedIn Campaign Performance
CTR benchmarks, lead quality assessment, and connecting LinkedIn investment to pipeline.
What targeting dimension is unique to LinkedIn?
What is Matched Audiences on LinkedIn?
AdvancedDepth, edge cases and strategy.
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Lesson 1
Account-Based Marketing on LinkedIn
Targeting specific companies — ABM strategy, company targeting, and coordinating LinkedIn ads with sales outreach.
Lesson 2
LinkedIn Thought Leadership Ads
Promoting individual executive content — how Thought Leader Ads work and when they outperform brand content.
Lesson 3
Conversation Ads
The message ad format that uses branching — design, copywriting, and the compliance considerations.
Lesson 4
LinkedIn + CRM Integration
Connecting LinkedIn Lead Gen Form data to Salesforce, HubSpot, and other CRMs for seamless pipeline management.
Lesson 5
LinkedIn Ads ROI
Calculating return on LinkedIn ad spend — attribution approaches and making the case for B2B investment.
What is Account-Based Marketing?
What is a Thought Leader Ad on LinkedIn?