LinkedIn advertisements are an incredible approach to boosting your business reach by focusing on the right target audience for your service or product. There are different kinds of LinkedIn ad choices available, including sponsored posts, boosted posts, and video posts. Every one of these has its own extraordinary advantages which make LinkedIn an intriguing yet gainful avenue for creating leads! In addition to the fact that LinkedIn marketing can help you drive qualified prospects to your organization's profile, you can perform brand sharing via LinkedIn Sponsored Updates, and drive leads using Lead Generation. In this blog post, we will explain how to capitalize on LinkedIn campaign management & create compelling ads that will boost your ROI and brand awareness.
Setting up your account
LinkedIn has some fairly standard social media ad guidelines, just like Facebook and Google. Here are the prerequisites to set up your LinkedIn ad account:
- A LinkedIn company page that has a profile picture and no less than 10 followers
- A business email address that has been connected to the account
For creating an advertisement, you must first visit linkedIn.com/advertising. You can likewise utilize this link to view more choices on LinkedIn Ads Manager, which is the place where you would do the majority of reporting while your campaigns are active.
LinkedIn campaign management can be done either via LinkedIn ads editor or ads manager. LinkedIn Ads Manager is the better option between the two because it offers more reporting options and data.
Making an Ad
After your account has been set up, you can proceed to make your first advertisement. To do this, go to the home page of LinkedIn Ads and click on the "Create an Ad" button. You'll be requested to give some essential data about your advertisement - name, description and headline.
You will likewise have to pick a target audience for the ad promotion. LinkedIn gives you a few choices for focusing on your crowd, including:
- Job titles
- Seniority level
- Company industry
- Geography
- Function or Job role
- Company size
You additionally have the choice to target individuals who share your business page on the LinkedIn platform. Advertisers additionally get the choice to target individuals who have visited specific pages on LinkedIn.
After that, you'll have to pick an objective for your advertisement. Here are your options:
- Boost brand awareness
- Advertise to the right prospects
- Drive site traffic
- Produce leads from jobs
- Promote your page on LinkedIn
- Drive greater engagement to your business page
Whenever you've chosen a goal, you'll have to pick a spending plan for your promotion. You can decide to set a day-by-day or complete spending plan for your advertisement.
LinkedIn also lets you target specific platforms and devices for your advertisement. You can decide to target individuals who use mobile, desktop or both of them. You can even choose to target particular browsers, like Safari or Chrome, and operating systems, like Android or iOS.
Determining the success of your LinkedIn Ad
When your advertisement is running, LinkedIn offers various metrics that you can utilize to gauge its performance.
- The main metric is "impressions," which tells you how many times your advertisement has been viewed.
- The next metric in line is "clicks," which tells you how many people have tapped on your advertisement.
- The third metric is "unique click rate," the result of dividing the number of clicks but the number of impressions.
- The fourth metric is "engaged views", views that are converted into an email capture or a click on your profile. You can modify this metric depending on how you set up the objective of your ad.
LinkedIn additionally provides other extra metrics like "cost per click" (average cost of every click you receive) and "cost per engagement" (the average cost of every engaged view that you get).
Launching your first LinkedIn Ad: Step-by-Step
The LinkedIn work process for creating and managing an ad is as described in the following steps:
- Click on the "Create an Ad" button in the upper right corner, choose the type of ad that you want, determine your budget, add a name & description to your campaign, and define the bidding/pricing model.
- While setting up the Bidding/Pricing Model, bear in mind that LinkedIn campaign management is basically pay-per-click (PPC). LinkedIn suggests that you utilize their bidding/pricing model which helps marketers to set a daily budget and enable LinkedIn to augment your ad campaign for the most effective results. There are three different offering models accessible:
- Maximize Clicks - LinkedIn will fetch the highest number of clicks possible for your budget, at the expense of impressions
- Maximize Impressions - LinkedIn grabs the highest number of impressions possible for your budget, conceivably at the expense of clicks because LinkedIn might be enticed to show your advertisement more than needed just to meet the daily quota
- Optimize Budget - LinkedIn utilizes a certain algorithm for optimizing your spending & delivery across networks and devices
- The default of LinkedIn Ads Manager is wide targeting which will show your advertisement to all LinkedIn users. To be more specific with your focusing on, you can utilize the feature named Detailed Targeting. It lets you focus your ad promotion on prospects whom you want to reach."
- The Ad segment of your LinkedIn campaign allows you to add your creative resources such as text, photos and videos. Each ad type will have varying suggestions for text length. Ensure that you are taking note of the number of characters you are utilizing as you could end up concealing a portion of your text behind the veil of a "read more". LinkedIn suggests that your photograph is of 1200x628 pixels.
- When you feel that you have completed your ads, click on the button "Create Campaign", LinkedIn Ads Manager will then set up your campaign and take you back to the dashboard.
- On this page, we can view some fundamental info regarding your campaigns, like name, dates, objective, daily spending and total budget. You can likewise see how our mission is performing by taking a gander at the number of likes, clicks and views, in addition to benchmark performance data of LinkedIn.
Best practices from experts for creating excellent LinkedIn AdsAccording to LinkedIn, the following factors are crucial for creating a successful advertising campaign on their platform.
Determine your target audience
When creating an ad campaign on LinkedIn, specifying the target location is a mandatory requirement. You have the option of being broad and only choosing the country or state, or being specific and targeting cities or metropolitan areas. The location field is the only one that must be filled out mandatorily.
Additionally, you can narrow down your target audience by considering factors such as the industry they work in, the size of their company, demographic information, education level, job experience, and interests.
Beware of being too specific when targeting your ads on LinkedIn though. As a beginner on the platform, it is recommended to start with a broader approach and limit your targeting to only three factors.
You can also conduct A/B testing on campaigns by varying the targeting criteria, for example, by focusing on skills instead of job titles, in order to determine which group of people has a stronger affinity for your brand.
Create the ad copy with a concise, straightforward call to action
LinkedIn advertisements should culminate with an unambiguous call-to-action, often in the form of a text-based button, to prompt immediate engagement.
Your audience is occupied and requires clear direction on their next steps to avoid missing out on opportunities like enrolling in a professional development webinar or purchasing a useful product. Ensure that your call-to-action aligns with the initial goal you have set.
Select the appropriate content
LinkedIn can help distribute your content to a relevant audience, however, that alone won't ensure that the audience stays engaged and interested.
Utilize the following methods to retain the full attention of your audience.
- Sponsored Content: Recycle the content from your blog, website and social media platforms by incorporating engaging media elements like videos or audio. Establish an emotional bond with your audience by highlighting relatable human interest stories. Instead of simply reporting current events, bring your own perspective and expertise to the table to demonstrate your brand's expertise and thought leadership.
- Sponsored Messaging: To increase brand recognition and consideration, share articles, webinars, and analysis of current industry trends. When attempting to convert potential leads into customers, provide product demonstrations, instructional material, and successful case studies. Additionally, advertise any upcoming webinars or events that may be of interest to them.
- Text Ads: Although text ads are mostly composed of texts, that doesn't mean that you should run them without any visuals. Use your profile picture rather than a logo or picture whenever you can.
- Video Ads: As per LinkedIn, video recordings under 30 seconds saw a 200% lift in view fulfillment rates. Just remember to keep them straightforward and short. Plan them for viewing without sound and make sure to add captions. Include the best bit near the beginning to grab the attention of viewers within the first 10 seconds.
- Carousel Ads: Utilize 3-5 cards to begin, and test adding more cards later. Create a content carousel with similar topics or divide a larger theme into different carousel cards. Utilize visual storytelling to grab the attention of your audience. In each card, include a clear CTA as well as straightforward messaging.
- Dynamic Ads: It's important to thoroughly test the image layout before publishing. The main headline and text should be written in a descriptive manner, providing as much information as possible. It's also crucial to include a clear and concise message and call-to-action (CTA) in each ad.
Make the most out of our LinkedIn ad campaigns by seeking the expertise of Linkedin campaign management professionals. Reach out to Parkyd Digital for cost-effective social media marketing solutions.
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