1. Account & Campaign Settings

  • Account Settings
    • Ensure the user permissions have been set up properly
    • Ensure Linkedin contact settings are up-to-date and meet the business' needs
    • Ensure a clear and intuitive structure exits across the account
    • Ensure conversion tracking is set up
  • Campaign Settings
    • Ensure campaign budgets are adequate
    • Take note of auction type (CPC or CPM)
    • Ensure campaigns have more than one active ad
    • Ensure ads are being rotated
    • Ensure campaign end dates are setup correctly

2. Targeting, Ads & Landing Pages

  • Targeting
    • Are campaigns targeting the right audience?
    • Ensure audience size large enough to make an impact
    • Is Audience Expansion enabled?
  • Ads
    • Analyze the elements of an ad -- ensure good quality
    • Ensure all ads have a clear call-to-action
    • Ensure new ads are being served to avoid ad fatigue
    • Ensure Sponsored updates are being used (if applicable)
    • Ensure ads do not contain typos or grammar mistakes
  • Landing Pages
    • Ensure LinkedIn company page is up-to-date
    • Ensure landing pages are free of errors
    • Ensure landing pages are mobile-friendly
    • Ensure landing pages are relevant and optimized for conversions