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Campaign Manager

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Digital Marketing - Study Notes:

What is Campaign Manager?

Campaign Manager is the tool that allows you to create LinkedIn ad accounts and campaigns. You can also manage your campaigns, gather reporting on campaign performance and more.

Primary uses

The primary uses for Campaign Manager are as follows:

  • Create, manage and edit ads and campaigns.
  • Track the ad's performance, so look at the ad's impressions, its clicks, its CTOR, its CPC, its CPM and its total spend.
  • Track social actions on ads, such as likes, comments, shares, follows and other clicks.
  • Track your ad budget, such as the daily budgets, the total budgets, the bids and the duration of the campaign.
  • Analyze advertising demographics.

Ad formats

There are five ad formats available on LinkedIn to nurture and acquire a specific target audience.

  • Text ads: These are direct response focus advertisements that help generate new leads or potential customers for your company.
  • Sponsored content ads: This is an ad type that increases the reach of company posts from beyond the organic following of the company.
  • Sponsored InMail: This allows a company to send, on a mass scale, personalized messages directly to the inbox of their target audience.
  • Programmatic display ads: These are banner ads that sit on the right-hand side of the homepage, allowing rich media, such as videos, images and slides to be placed in this space, presented in an uncluttered environment.
  • Dynamic ads: These allow you to precisely target decision makers and influencers with highly relevant and customizable creative.

You can craft your ad copy, choose your CTA, and leverage dynamically-generated images from LinkedIn member profiles. You should note that only text ads, sponsored content ads, sponsored InMails and display ads can be created and managed through Campaign Manager.

Reach, nurture, and acquire

When marketing on LinkedIn, it's best to use the reach, nurture, and acquire concept.

This means:

  • Leveraging LinkedIn to reach a specific target audience
  • Using the different communication tools available to nurture that audience
  • Building out a relationship
  • Acquiring the audience as customers to your product or service


To reach your audience, you will need to specify who that audience is. As previously discussed, LinkedIn can target with precision and accuracy. As people identify as professionals on LinkedIn, we can very easily find the decision makers within organizations. LinkedIn is the largest professional network in the world, with more than 433 million professionals for marketeers to target.

The target criteria available to reach a specific target audience includes their location, the company they work in, the industry they work in, their job title, their seniority level, member groups, school, skills, gender and finally, their age.


Once your target audience has been identified, the next step is to nurture this audience with communication. The first step would be to make the audience aware of who you are. Typically, this initial step will be done via onsite display ads. A key metric around awareness would be CPM. That's cost per thousand impressions.


Once the audience is familiar with who you are, the next stage would be to build a stronger connection with this audience. As previously discussed, content can play a key role with this. By providing the target audience with content, advice, and free information, you are helping this target audience with ideas and tasks in their role.


And lastly, once the relationship is established, the business can acquire the audience as leads. This can be done by utilizing certain content for inbound lead generation. For instance, after a lead downloads an e-book or a white paper, a sales rep may approach the lead to set up a call. Sponsored InMail could also be used as part of the marketing campaign for lead acquisition. Sponsored InMail includes a message with a specific call-to-action, and when the call-to-action is taken, the lead is acquired.

Examples of a call-to-action can be contact us, or get a quote, book an appointment, or download now, in the case of content downloads. 

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Lauren Murphy

As Head of Social Media for the creative agency Goosebump, Lauren’s current role is to create and implement social media strategies and content strategies for a portfolio of clients spanning a wide range of industries. Her team of creatives and strategists specializes in delivering innovative and integrated social media campaigns that drive conversions. Her work has been recognised with a wide range of awards, including the Irish Social Media Awards and Digital Media Awards. 

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    Lauren Murphy
    Skills Expert

    This module focuses on LinkedIn and shows how you can use the platform to build and develop professional connections with your target audience. You learn how to use LinkedIn-specific features, such as Company pages and Showcase pages, to build your company presence on the platform. The module goes on to cover the different ad formats available on LinkedIn, such as Text ads, Sponsored ads, Sponsored InMails, Display ads, and Dynamic ads, and outlines best practices for advertising on the platform. Finally, it teaches you how to use analytics with LinkedIn to measure the success of your campaigns.