In recent times, digitalization has given rise to many potential social media platforms that are not only a source of entertainment but also a hub for businesses that want to market their product. Among all of them, LinkedIn stands out to be the most professional tool where like-minded people can engage and build a potential network. One can surely reach their target audience on LinkedIn organically but paid advertising on LinkedIn is even more impactful. This guide unfolds all the essential information regarding LinkedIn ads by which one can boost their sales.
So let’s dive into the guide to learn more about paid advertising on LinkedIn and how it is beneficial for businesses across the globe.
Understanding Paid Advertising
Paid advertising is a technique in digital marketing where businesses compete to display their ads to online users. The business delivering the large price gets its ad shown and LinkedIn pays for every click it gets. Sometimes known as PPC (pay-per-click) advertising, paid ads are seen on diverse outlets such as Google search results, social media, and other websites.
Objectives of LinkedIn Ads
- Awareness
LinkedIn allows you to boost your brand visibility with the help of awareness ads. Begin with an awareness ad to guarantee that your brand stays top-of-mind for individuals. These campaigns at the top of the marketing funnel facilitate discussions about your offerings and brand. The ad formats on LinkedIn include:
- Single image ads
- Carousel ads
- Follower ads
- Event ads
- Spotlight ads
- Consideration
When your target people already know about your label to some extent, consider using consideration ads. These ads are created to perform specific objectives such as pulling more traffic to your website and landing pages, increasing engagement through likes, comments, and shares, and growing video views for content like company stories or product presentations. To effectively nurture these leads, paid advertising on Linkedin offers several ad formats tailored to these goals, including video ads, carousel ads, conversation ads, and text ads.
- Conversion
These ads are generated towards accomplishing precise goals like getting leads using LinkedIn profile data pre-filled forms, driving website conversions by attracting visitors to download ebooks, subscribing to newsletters, making buys, and drawing job applicants through job postings. To actually fulfill these objectives, think using LinkedIn’s optimal ad formats which include conversation ads, lead gen forms, carousel ads, job ads, and text ads.
How to Get Started with Advertising on LinkedIn
- Step 1: Create a LinkedIn Page
To launch Sponsored Content and ads on LinkedIn, a business must first have a LinkedIn company page.
- Step 2: Log in to Campaign Manager or create an account
The Campaign Manager platform, also referred to as LinkedIn’s ad manager, serves as your central hub for all advertising tasks, including running campaigns and handling your funding.
- Step 3: Select your ad objective
Consider the exact step you aim to encourage among your audience. As mentioned earlier, you can concentrate on creating awareness, implementing consideration, or pulling conversions.
- Step 4: Choose your target audience
The next step of paid advertising on LinkedIn includes selecting the target audience. Firstly, select a place, then optionally add details such as company name, industry type, and personal or professional interests. Additionally, you can engage with individuals you already know using Matched Audiences.
- Step 5: Select an ad format
Depending on your desired objective, you can select from various Sponsored Content options such as single-image, carousel, or video ads, along with Event Ads, or more.
- Step 6: Create your budget and schedule
Campaign Manager offers a budget coverage determined by competing proposals for your target audience. The first 2-4 weeks serve as an understanding phase to assess effective strategies.
- Step7: Start building your ad
If you select Sponsored Content or Text Ads, LinkedIn Ad Manager will provide previews so you can preview the last appearance of your ad.
- Step8: Provide payment information
Before you can start your ad, you must give the payment details.
- Step 9: Measure performance
Upon logging into Campaign Manager, you’ll instantly access the reporting dashboard for your LinkedIn ads. Here, you can study performance metrics, view charts, and demographics, and export CSV reports.
LinkedIn Ads Best Practices
- Figure out your target audience
On LinkedIn, specifying the geographic location where you want your ads to appear is essential.
You can further refine your audience based on company details such as industry or company size, education, job experience, and interests.
- Craft your ad copy around a clear call to action
LinkedIn ads should comprise a short headline, an informative document, and a clear call to action.
Ensure that your CTA aligns with your campaign’s initial goal to increase significance.
- Choose the right content
Try sponsored ads, sponsored messaging, text ads, video ads, carousel ads, and dynamic ads, and also promote organic posts as sponsored content.
Conclusion
Paid Advertising on LinkedIn plays a crucial role in boosting your sales and reaching the potential target audience. The filters on LinkedIn provide additional ease of reaching your desired clients from which you can get more outreach. Therefore, there is no better option than LinkedIn paid ads in today’s dynamic digital environment.
Also read: How to Build Long-Term B2B Relationships