Hello!
We are looking for an experienced specialist in LinkedIn Ads to set up and launch targeted advertising campaigns in the B2B segment. The main focus is on promoting international transportation services in the Western European market (Netherlands, Belgium, Italy).
TECHNICAL TASK
Setting up advertising campaigns and targeting in LinkedIn Ads
Field of activity: international transportation / logistics (B2B)
Market: Western Europe
Target countries: Netherlands, Belgium, Italy
Language of advertising and page: English
1. Project Goal
The main goal is professional setup and launch of effective advertising campaigns in LinkedIn Ads aimed at attracting quality B2B leads in the field of international transportation in the Western European market.
The advertising campaigns should:
- be targeted at decision makers;
- ensure the acquisition of relevant B2B contacts;
- meet corporate standards and requirements of the European market;
- have the potential for further scaling.
2. Current Status
- LinkedIn Business Page has already been created and is active;
- access to the business page and LinkedIn Ads account will be provided to the Contractor;
- the page is used as the main point of interaction in advertising campaigns;
- if necessary, integration with the Microsoft Dynamics CRM system can be connected and configured for lead transfer and further processing (within the technical capabilities of LinkedIn and CRM).
3. Geography and Targeting Markets
Main targeting countries:
It is allowed to separate advertising campaigns or ad groups by countries.
4. Scope of Work
4.1. Audit and Preparation of LinkedIn Ads Account
- Check the current settings of the advertising account;
- control correctness:
- billing;
- currency;
- time zone;
- audit the connection between:
- Business Page and Ads Account;
- provide recommendations for optimal and scalable structure of the advertising account.
4.2. Development of Advertising Campaign Structure
Create a logical and effective structure for advertising campaigns:
- distribution of campaigns:
- by countries (NL / BE / IT) and/or
- by audience segments;
- setup of Campaign Groups and Ad Groups;
- selection of types of advertising campaigns:
- Lead Generation;
- Website Conversions (if necessary);
- Traffic (for testing).
4.3. Targeting Setup
Professional setup of B2B targeting:
- geography: Netherlands, Belgium, Italy;
- targeting by:
- job titles (Logistics Manager, Supply Chain Manager, Operations Manager, Import/Export Manager, Owner, Director);
- functional areas (Logistics, Operations, Supply Chain);
- level of positions (seniority);
- company size (10–500+ employees);
- industries;
- exclusion of irrelevant audiences (HR, job seekers, students, etc.);
- recommendations for testing and optimizing audiences.
4.4. Setup of Advertising Formats and Ads
- Recommendations for the structure of advertising messages (without mandatory writing of texts, unless agreed separately);
- setup of formats:
- Sponsored Content;
- Lead Gen Forms;
- correct setup:
- CTA;
- lead collection form fields;
- thank you page (Thank You Screen).
4.5. Analytics and Tracking Results
- Installation and verification of LinkedIn Insight Tag;
- setup of conversion tracking;
- check the correctness of data transmission;
- recommendations for key performance metrics:
- CPL;
- CTR;
- Conversion Rate;
- lead quality.
5. Result of Work Completion
As a result of the project implementation, we should receive:
- a fully set up and ready-to-launch LinkedIn Ads account;
- 1–3 active advertising campaigns with correct targeting;
- a clear and scalable structure of advertising campaigns;
- a brief report describing:
- the logic of targeting;
- the structure of campaigns;
- recommendations for further optimization.
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