Your LinkedIn Thought Leader Ad plan

Fill this in before requesting sponsorship. Use the completed Cedarfield example to see the level of detail. Write “unknown” when information is missing and name the person who will resolve it.

Buyer and job

• Company, product and offer:
• Buyer role, company type, market and buying situation:
• Campaign job and decision this test will inform:
• Specific problem the post should help them understand or solve:
• What the reader should do next:
• Where that action happens (post, profile, website, event):
• What we can demonstrate or substantiate:
• What we cannot claim:

Candidate posts

Compare at least two realistic posts. Fill both blocks; duplicate one for additional candidates. A high follower count is not proof of buyer fit.

Candidate A

• Author and relationship to the company:
• Original public post URL, or “not published”:
• Full copy:
• Media and what the viewer sees/hears:
• Why this author knows the subject:
• Which buyer problem the post addresses:
• Evidence for each result, quotation or comparison:
• Next action and destination:
• Supported post type and compatible objective:
• Permission status:
• Choose, revise or reject, with the specific reason:

Candidate B

• Author and relationship to the company:
• Original public post URL, or “not published”:
• Full copy:
• Media and what the viewer sees/hears:
• Why this author knows the subject:
• Which buyer problem the post addresses:
• Evidence for each result, quotation or comparison:
• Next action and destination:
• Supported post type and compatible objective:
• Permission status:
• Choose, revise or reject, with the specific reason:

Selected post and permission

• Selected author/post and reason:
• Required factual or creative changes before publication:
• Evidence owner and approval:
• Sponsorship request owner:
• Author's LinkedIn approval status and date:
• Single-post or automatic approval scope, agreed with the author:
• Confirm Page/account permissions:
• Comment owner and product-question contact:
• Plan if permission is revoked:

Launch

• Ad account and Page:
• Ad set name:
• Post URL:
• Format and compatible objective:
• Audience, exclusions and expected limitations:
• Placements, including Audience Network setting:
• Exact tracked destination URL and test result:
• Total spend limit, daily setting, dates and budget owner:
• Main outcome and exact metric definition (for a resource, distinguish download from completed task or self-reported use):
• Comparison campaign, or reason no valid comparison exists:
• Review date and later sales follow-up date:
• Before launch: what evidence would make us continue, revise, stop, or collect more evidence?
• Who agreed to that decision rule and when:
• Early-stop conditions:
• Launch decision: ready / revise / hold:
• Unresolved items and owners:

Review

Keep paid Campaign Manager metrics, author organic-plus-paid metrics, website analytics and CRM records in separate rows. Record the date range, attribution window, metric definition and source for each.

• CPM = paid spend / paid impressions × 1,000, when paid impressions > 0.
• Cost per landing-page click = paid spend / paid landing-page clicks, when clicks > 0.
• No denominator or zero denominator: report “not calculable”; do not substitute another click type.
• Decision: continue / revise / stop / collect more evidence:
• Evidence for the decision:
• One change for the next test:
• New budget approval if another test is planned:

Platform references: LinkedIn eligibility and reporting and campaign setup. Recheck current eligibility and interface labels before launching.