Create live event ads in Campaign Manager

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tabindex="-1" id="a11y-main" class="layout layout--one-column" aria-label="Help content" data-inert-toggle-target="me-menu-inert-toggle-target"> <div class="article-details-page"> <div class="hue-page-heading" data-test-selector="heading-container"> <div class="page-width-content"> <h2 class="hue-page-heading__title hue-default-color t-24 t-bold" data-test-selector="heading-title"> Create live event ads in Campaign Manager </h2> Last updated: 3 days ago </div> </div> <div class="page-width-content article-details-content"> <div class="article-details-content__main"> <article data-test-selector="article" data-article-source="urn:li:helpCenterArticle:(6800629,LITHOGRAPH)"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> As an advertiser, you can use live event ads to help maximize registrations, live views, and lifetime views for your company Page's LinkedIn Live Events. With live event ads, your targeted audience will see a different ad experience before, during, and after the event. </div> <div class="article-content-callout article-content-callout__background--warning" data-test-selector="callout-container"> <div> <h3 class="t-16 article-content-callout__headline" data-test-selector="callout-headline"> Important to know </h3> <div class="article-content-callout__text-rich-description t-14 article-content-callout__text-rich-description--hue" data-test-selector="callout-rich-description"> • We’re gradually releasing live event ads, and you might not have access to the feature at this time. • Live events ads aren’t a new ad format; they provide exclusive features for live events hosted on LinkedIn under the existing Sponsored Content event ad format.• Live event ads are currently only available for the Classic ad campaign type with the brand awareness, engagement, or website visits objectives. </div> </div>  </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> This article walks you through the steps required to help you achieve the following goals for your live event ad:<ul><li>Maximize registrations (pre-event) and lifetime views (post-event).</li><li>Maximize live views (during event).</li></ul> </div> <div class="article-content-callout article-content-callout__background--note" data-test-selector="callout-container"> <div> <h3 class="t-16 article-content-callout__headline" data-test-selector="callout-headline"> Here's a tip </h3> <div class="article-content-callout__text-rich-description t-14 article-content-callout__text-rich-description--hue" data-test-selector="callout-rich-description"> You can create a new live event ad or sponsor existing posts with live event URLs from your company Page to increase event registrations. </div> </div>  </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Prerequisites</h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Before using a live event ad, ensure the following prerequisites are completed. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> LinkedIn Live Event<ul><li>Set up your event with LinkedIn Live as the event format.<ul><li>You need to set up your event with LinkedIn Live in order for members to see a live video in the ad during your event and a video replay in the ad after the event. If you create the event without selecting to use LinkedIn Live, members will see the static event ad experience before, during, and after the event.</li></ul></li><li>Optional: Add a registration form if you’re hosting your event on behalf of a LinkedIn company Page.</li><li>Invite speakers for your event and link their speaker profiles.</li><li>Add a background image and event details for your event page.</li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Permissions for LinkedIn Live Event and ad campaignsConfirm that you have:<ul><li><a rel="" href="/help/lms/answer/a568503" target="_self">LinkedIn Live access. </a></li><li>Campaign Manager access or higher on the ad account.</li><li>A LinkedIn Page or Showcase Page associated with your ad account.</li><li>Super admin, content admin, or Sponsored Content poster access on the LinkedIn Page.</li><li>If you’re creating your first LinkedIn Live ad campaign, your campaign must be created after your LinkedIn Page or Showcase Page receives LinkedIn Live access.</li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Streaming a LinkedIn Live event through a third-party<ul><li>If you’re planning on streaming a LinkedIn Live Event through a third-party video broadcasting tool, confirm that your streaming tool and broadcast is set up. See the <a rel="" href="/help/lms/answer/a520811" target="_self">Get access to LinkedIn Live via preferred partners</a> article for more information.</li></ul>Create and run a test event <ul><li>As a LinkedIn Page admin, you can <a rel="" href="/help/lms/answer/a7123268" target="_blank">create test events</a> to familiarize yourself with LinkedIn events. We recommend running an end-to-end test for LinkedIn Live, in particular, to learn how to set up the connection between your stream and a scheduled event, and adjust your encoder settings without broadcasting to your audience. </li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Maximize registrations and lifetime views using live event ads</h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Live event ads can help you maximize registrations and drive event discovery with your target audience, as well as maximize the total views of your live video, regardless of when the views take place. Because live event ads provide your targeted audience with a different ad experience before, during, and after an event, you can create one Classic campaign for end-to-end promotion or three separate Classic campaigns for each event stage (before, during, after). </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> To maximize registrations or lifetime views using a single live event ad campaign: </div> <ol class="article-content__ordered-list" data-test-selector="orderedList-container"> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Go to your LinkedIn Page. </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Create an event using <a rel="" href="https://www.linkedin.com/help/lms/answer/a554183" target="_self">LinkedIn Live</a> so that you can livestream your event.<ol><li>Select Online as the event type and LinkedIn Live as the event format.</li><li>Optional: To maximize attendees and views, ensure the Use a LinkedIn registration form option is unselected. Using a LinkedIn registration form will require that members complete the form to view the event before, during, and after the event.</li></ol> </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <a rel="" href="https://www.linkedin.com/help/lms/answer/a1324756" target="_self">Create a new Classic ad campaign</a> with the following variables:<ol><li>Select brand awareness, website visits, or engagement as the objective.</li><li>Select your target audience.</li><li>Select <a rel="" href="http://" target="_self">Event ad</a><a rel="" href="http://" target="_self"> </a>as the ad format.</li><li>Select the budget, schedule, optimization goal, and bidding strategy. Keep in mind:<ol><li>To maximize responses and views, set a campaign start date before your event and campaign end date after your event. It’s recommended you run the ads for at least two weeks before the event and at least several days after the event.</li><li>Ad delivery will pace your campaign budget over the course of your campaign with the intention of spending all of the budget by 11:59 PM UTC on your campaign end date. This means that if you set your campaign end time to earlier in the day, for example, 8:00 PM UTC, you will likely have leftover budget, as ad delivery will be pacing to spend the budget by the end of the day. This ad delivery pacing does not apply to accelerated delivery.</li></ol></li><li>Select maximum delivery as the bidding strategy.</li></ol> </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Create a new or use an existing <a rel="" href="https://www.linkedin.com/help/lms/answer/a424122" target="_self">event ad</a> in Campaign Manager.<ol><li>Optional: You can name the ad and add introductory text. The same introductory text is used in the ads shown before the event, during the event, and after the event. It’s recommended that you either add introductory text that is relevant for all three stages, create three Classic live event ad campaigns (one for each stage), or not add any introductory text.</li><li>Copy and paste the URL for the LinkedIn Live Event you created earlier into the LinkedIn event URL.</li><li>Preview the ad on the right side of the page.<ol><li>Ad preview capabilities by device type and event stage (before, during, after) are currently limited to static previews, for example, they do not show live video.</li></ol></li><li>Review your ad and add it to your campaign.</li></ol> </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Launch your campaign. </div> </li> </ol> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Results<ul><li>After you launch a campaign, your ads will be reviewed. If approved, your ads will display impressions based on your campaign settings.</li><li>You can review the metrics specific to your live event ads on the Campaign Manager reporting dashboard.</li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Maximize live views using live event ads </h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Live event ads can help you deliver an engaging event livestream or video replay directly to members' feeds to amplify awareness and views. Because live event ads provide your targeted audience with a different ad experience before, during, and after an event, you can create one Classic campaign for end-to-end promotion or three separate Classic campaigns for each event stage (before, during, after).  </div> <div class="article-content-callout article-content-callout__background--warning" data-test-selector="callout-container"> <div> <h3 class="t-16 article-content-callout__headline" data-test-selector="callout-headline"> Important to know </h3> <div class="article-content-callout__text-rich-description t-14 article-content-callout__text-rich-description--hue" data-test-selector="callout-rich-description"> • To maximize live views, it’s recommended you use accelerated delivery to help drive members to view your live event at a particular point in time. With accelerated delivery, you can maximize reach and delivery during an event as it works to deliver your campaign budget to your audience as quickly as possible. • There are two options for running live event ad campaigns with accelerated delivery. The first option is to create three Classic live event ad campaigns, one for each stage, using maximum delivery for the pre-and post-event stages and accelerated delivery during the event. The second option is to create two Classic live event ad campaigns, one for the pre-and post-event stages using maximum delivery and one for during the live event using accelerated delivery. </div> </div>  </div> <div class="article-content-callout article-content-callout__background--warning" data-test-selector="callout-container"> <div> <h3 class="t-16 article-content-callout__headline" data-test-selector="callout-headline"> Important to know </h3> <div class="article-content-callout__text-rich-description t-14 article-content-callout__text-rich-description--hue" data-test-selector="callout-rich-description"> The following procedure is for creating three Classic live event ad campaigns, once for each event stage. Repeat the procedure for each ad campaign, noting the slight variable changes for each. </div> </div>  </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> To maximize live views using three live event ad campaigns for each event stage: </div> <ol class="article-content__ordered-list" data-test-selector="orderedList-container"> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Go to your LinkedIn Page. </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Create an event using <a rel="" href="https://www.linkedin.com/help/lms/answer/a554183" target="_self">LinkedIn Live</a> so that you can livestream your event.<ol><li>Select Online as the event type and LinkedIn Live as the event format.</li><li>Optional: To maximize attendees and views, ensure the Use a LinkedIn registration form option is unselected. Using a LinkedIn registration form will require that members complete the form to view the event before, during, and after the event.</li></ol> </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <a rel="" href="https://www.linkedin.com/help/lms/answer/a1324756" target="_self">Create a new Classic ad campaign</a> with the following variables:<ol><li>Name your ad campaign so you can easily identify which event stage it relates to.</li><li>For the pre-event and post-event campaigns, select brand awareness, website visits, or engagement as the objective.</li><li>For the during event campaign, select website visits or engagement as the objective. This is to ensure you can enable accelerated delivery.</li></ol> </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Select your target audience. </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Select Event ad as the ad format. </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Select the budget, schedule, optimization goal, and bidding strategy.<ol><li>For the pre-event and post-event campaigns, keep in mind:<ol><li>To maximize responses and views, set a campaign start date before your event and campaign end date after your event. It’s recommended you run the ads for at least two weeks before the event and at least several days after the event.</li><li>Ad delivery will pace your campaign budget over the course of your campaign with the intention of spending all of the budget by 11:59 PM UTC on your campaign end date. This means that if you set your campaign end time to earlier in the day, for example, 8:00 PM UTC, you will likely have leftover budget, as ad delivery will be pacing to spend the budget by the end of the day. This ad delivery pacing does not apply to accelerated delivery.</li><li>Select maximum delivery as the bidding strategy.</li></ol></li><li>For the during event campaign that uses accelerated delivery:<ol><li>Select Lifetime budget.</li><li>Your campaign must run for a minimum of 1 hour and can’t be longer than 24 hours.</li><li>Select your optimization goal.</li><li>Select manual bidding as the bidding strategy.</li><li>Select the Enable accelerated delivery checkbox and the Enable bid adjustment for high-value clicks checkbox.</li></ol></li></ol> </div> <div class="article-content-callout article-content-callout__background--warning article-content-callout--in-list" data-test-selector="callout-container"> <div> <h3 class="t-16 article-content-callout__headline" data-test-selector="callout-headline"> Important to know </h3> <div class="article-content-callout__text-rich-description t-14 article-content-callout__text-rich-description--hue" data-test-selector="callout-rich-description"> Accelerated delivery must be enabled when you start creating the campaign. You can’t create a draft campaign and then enable accelerated delivery for that campaign at a later time. </div> </div>  </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Create a new or using an existing <a rel="" href="https://www.linkedin.com/help/lms/answer/a424122" target="_self">event ad</a> in Campaign Manager.<ol><li>Optional: You can name the ad and add introductory text. The same introductory text is used in the ads shown before the event, during the event, and after the event. As you’re creating three separate campaigns, it’s recommended that you add introductory text that is relevant for all three stages.</li></ol> </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Launch your ad campaign and repeat this procedure for the other event stages. </div> </li> </ol> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Related tasks<ul><li><a rel="" href="/help/lms/answer/a568503" target="_self">Create and host LinkedIn Live: Access criteria</a></li><li><a rel="" href="/help/lms/answer/a554183" target="_blank">Create or edit a LinkedIn Event</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1324756" target="_self">Create a Classic campaign in Campaign Manager</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a6801032" target="_self">View live event ads reporting metrics</a></li><li><a rel="" href="/help/lms/answer/a595199" target="_self">View analytics for a LinkedIn Event you’re hosting</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a427572" target="_self">Set a budget, schedule, and bid for your Classic campaign</a></li></ul> Learn more about LinkedIn Live Events and live event ads<ul><li><a rel="" href="/help/lms/answer/a554240?hcppcid=search" target="_self">LinkedIn Live</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a550232/" target="_self">LinkedIn Events overview</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a6596736" target="_self">Live event ads</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a6598492" target="_self">Accelerated delivery</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a6593898" target="_self">Live event ads FAQs</a></li></ul> Learn more about ad campaigns<ul><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a462024/" target="_self">Event ads advertising specifications</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a422075/" target="_self">Brand awareness ad objective</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a420934/" target="_self">Website visits ad objective</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a422337?hcppcid=search" target="_self">Engagement ad objective</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a501530/linkedin-advertising-auction?lang=en" target="_self">LinkedIn advertising auction</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a445476" target="_self">Performance metrics in Campaign Manager definitions</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a427167" target="_self">Permissions to create or sponsor ads</a> </li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a423490" target="_self">Maximum delivery bidding strategy</a></li></ul> </div> </article>  <div class="placeholder " id="helpfulness-rating"> </div> </div> <div class="article-details-content__delimiter"></div> <aside class="article-details-content__aside"> <div class="article-details-content__tags"> <h3 id="tagged-header" class="hue-web__header--aside t-bold t-16" data-test-selector="topicTags-header"> Tagged in </h3> <ul class="pill-list article-page-pill-list hue-artdeco-pill" data-test-selector="topicTags-container"> <li class="pill-list__item" id="topic-link-a399001" data-test-selector="topicTags-list-item"> <a class="pill basePadding label" href="/help/lms/topic/a399001" data-test-selector="topic-tag-link" aria-describedby="tagged-header"> Events organized by Pages </a> </li> <li class="pill-list__item" id="topic-link-a398003" data-test-selector="topicTags-list-item"> <a class="pill basePadding label" 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