All You Need to Know About LinkedIn Ad Campaigns
Are you ready to attract more leads and achieve your marketing goals with the world’s largest professional network? What really sets LinkedIn ad campaigns apart from other social media advertising platforms (Facebook / Instagram / Twitter) is their B2B targeting options. LinkedIn is an excellent platform for businesses to advertise to other businesses.
LinkedIn users are professionals who use the platform for several reasons. They could be interested in industry news, business events or just browsing professional topics. For your ads to be successful, they should feel like this style of content.
Much like on Facebook, Instagram and Twitter, your ads need to be interesting and eye-catching. Use a large, enticing image to cut through the noise on LinkedIn and capture your audience’s attention. Then, direct users to an optimised landing page with a clear call-to-action and a simple form to capture leads.
Stay tuned to find out all there is to know about LinkedIn ad campaigns, including:
- 1. Who Can Advertise on LinkedIn
- 2. Who Businesses Can Target on LinkedIn
- 3. What Objectives LinkedIn Ad Campaigns Can Achieve
- 4. What Ad Styles Does LinkedIn Support?
- 5. The Importance of Testing on LinkedIn
- 6. What Is LinkedIn Matched Audiences?
- 7. What’s a LinkedIn Lookalike Audience?
- 8. Advertising on LinkedIn With the Help of Different Gravy Digital
Who Can Advertise on LinkedIn
Usually business-to-business (B2B) is most appropriate. If you sell something that benefits a business or a working professional, then LinkedIn is the platform for you.
People use LinkedIn to better their careers, to network, connect with likeminded professionals and to find new opportunities.
Are You Interested in Advertising on LinkedIn?
If you’re new to paid campaigns, we strongly recommend using the help of a digital agency like Different Gravy Digital. Your campaign will be in good hands!
Get in touch today to find out how we can make LinkedIn advertising for your business.
Book a meeting: michaelgoldman.co.uk/
Telephone: 0161 706 0004
Email: contact@differentgravydigital.co.uk
Who Businesses Can Target on LinkedIn
Targeting is the foundation of running any successful ad campaign. Optimising your targeting leads to greater engagement and higher conversion rates. With more than 610 million members on LinkedIn, you can get your message in front of the right people that are most likely to engage.
LinkedIn enables businesses to target a quality audience in a professional context. In fact, LinkedIn’s ad audience has twice the buying power of the average web audience.
You can combine targeting criteria to build your ideal persona: from businesses owners to managers, consultants, executives, students and much more.
Want to focus on architects? You can target them with LinkedIn Ads.
Want to reach professionals in the construction industry? You can reach them with LinkedIn Ads.
You can use real, member-generated demographic data to reach the right audience, target professionals using any of the following criteria and more:
- – Job title
- – Company
- – Industry
- – Education
- – Seniority
- – Interests
- – Company connections
What Objectives LinkedIn Ad Campaigns Can Achieve
LinkedIn groups its objectives into 3 categories:
1. Awareness
If you want to gain as many impressions (adverts seen) as possible, running an awareness campaign will be most efficient. This campaign style can be used to maximise your brand’s share-of-voice through impressions.
2. Consideration
This style of campaign encourages users to take action and find out more about your brand. The actions can be website visits, engagement and video views.
3. Conversions
Whether you want lead generation, website conversions or job applicants, this style is focused on the ability to track actions and capture data.
How Much Do LinkedIn Ads Cost?
LinkedIn allows advertisers to select the activity they pay for.
Cost-per-click (CPC): pay when people click on your ad. It’s best to use CPC if you want to drive traffic to your site or generate valuable leads.
Cost-per-1,000 impressions (CPM): pay when people see your ad. Select CPM when your marketing goal is to drive brand awareness.
Cost-per-send (CPS): advertisers pay per unit for each sponsored message delivered.
No matter the size of your budget, LinkedIn Ads can help you reach your marketing goals.
As with any form of paid advertising, it entirely depends on your targeting criteria and your competition. But the amount you pay is up to you.
You’re in complete control of your budget – LinkedIn Ads are sold through an auction. When you activate your ads, you compete with other advertisers who are looking to a reach a similar target market.
You can control your ad cost by specifying a daily budget, a total budget and maximum clicks.
What Ad Styles Does LinkedIn Support?
Sponsored Content:
Promote your business updates to reach people to drive awareness and leads.
Target people in a professional network with content marketing. Launch native ads across desktop and mobile devices to build an audience who want to do business with you.
Sponsored InMail:
Deliver messages to your audience right in their LinkedIn inbox.
Send personalised messages to prospects to target audience with relevant content delivered through LinkedIn messenger.
Text Ads:
Advertise with a compelling headline, description eye-catching images to draw attention and drive them to your target audience to your website or landing page.
The Importance of Testing on LinkedIn
When you launch a campaign, experiment with different images, wording and CTAs. While you can probably make an educated guess, it’s impossible to know what resonates with your audience until you conduct in-depth testing.
In a new campaign it’s often challenging to tell what a new audience will respond to – so get creative with your content and decide on what works best based on the data that you gather.
What Is LinkedIn Matched Audiences?
LinkedIn’s matched audiences feature allows businesses to reach people they already know with website, contact and account targeting.
1. Website Retargeting
Reengage your past website visitors. Segment your website visitors and define your target audience based on the specific pages on your website that they visit. Then, you can tailor your ad content to activate visitor interest and deliver content that’s specifically relevant to them.
Using website retargeting on LinkedIn, businesses can convert more prospects by encouraging them through their buying journey and driving more valuable leads.
2. Contact Target
LinkedIn advertising allows businesses to upload or integrate their lists of contacts to build a customised audience. Take the opportunity to market to prospects and contacts by safely uploading email address lists or connecting LinkedIn to your contact management platform.
The data can be used to tailor content to convert prospects and to encourage repeat business from customers.
3. Account Targeting
Reach key decision makers at your target accounts – businesses have the opportunity to run account-based marketing (ABM) campaigns.
Discover the people who make key buying decisions targeting professional demographics and influence them along their buying journey to drive valuable leads.
What’s a LinkedIn Lookalike Audience?
LinkedIn’s lookalike audiences mix the traits of your ideal customer or client with their rich member and company data to help you discover a new target audience similar to your existing customer or client base, website visitors or target accounts.
Advertising on LinkedIn With the Help of Different Gravy Digital
From promoting your brand and services to industry news and exciting content, it really is a case of ‘how’ when it comes to building successful advertising campaigns on LinkedIn.
If you’re new to paid campaigns, we strongly recommend using the help of a digital agency like Different Gravy Digital. Your campaign will be in good hands!
Get in touch today to find out how we can make LinkedIn advertising for your business.
Book a meeting: michaelgoldman.co.uk/
Telephone: 0161 706 0004