Without careful planning, social networks become a big void, speaking to few. By using LinkedIn ads, however, you can ensure that your brand's voice reaches the desired target audience. As well as for an influential decision-making hearing.
LinkedIn constantly evolves and has become a highly dynamic platform, offering a high-level user experience, as well as amazing updates of options that complement business marketing.
The main advantage of using LinkedIn is that the network efficiently serves a B2B audience (enterprises that sell to companies). Most users own a business or work for someone. So if your target audience is other business, this is a network you can't ignore. 45% of marketers acquired customers through LinkedIn and 65% of B2B companies did so with LinkedIn ads.
Contents
Toggle- Benefits of Advertising on LinkedIn
- LinkedIn Ad Types
- LinkedIn Ad Goals
- LinkedIn Advertising Cost
- Conclusion
More professional audience reach
By using other social platforms, people feel comfortable getting involved with any kind of content. On LinkedIn, however, they usually choose content that aligns with their career interests and professional profile.
And if the numbers are important, you should know that LinkedIn now has nearly 700 million members, of which over 60 million are senior level influencers and 40 million are in decision-making positions.
Although LinkedIn has fewer users than Facebook, it offers better quality and more prepared leads. And since you're interacting with them in a more professional environment, they're also more receptive to your driven message.
So if you need to reach a specific audience, like educated professionals with at least some work experience, or varied skills, LinkedIn is the perfect choice.
Segmentation by sector-specific variables
LinkedIn with its huge database allows you to segment your ads based on important variables such as:
- Organisation
- Working function
- Antique
- Company name
- Company size
- Industry
- Skill
- Schooling
This way, you can exclude certain audiences and avoid traffic from irrelevant clicks.
Variety of ads
LinkedIn Ads allows almost all ad formats, you can use text, images and video, carousel, dynamic or graphics. And I'm sure you've already met those kinds of publicity. But your options don't stop here!
Sponsored InMail, which offers an average opening rate of 52%, allows you to manage more leads and engage your target audience by delivering personalised private messages directly to LinkedIn inboxes.
With so many possibilities, it is impossible not to find the kind of ad that works for your needs. Follow what are:
LinkedIn Ad TypesSponsored content
Sponsored content, also known as native ads, shows your audience's LinkedIn feed, regardless of whether they're accessing it on your phone or on your desktop. LinkedIn labels these ads as “promoted” to distinguish them from regular content.
By advertising with sponsored content, you can use ads on LinkedIn carousel, unique image ads, or video ads.
Supported messages
Sponsored Messaging (formerly known as Sponsored InMail) allows you to advertise directly to LinkedIn users in your inbox.
But watch out: LinkedIn has a limit on how many members will receive a sponsored message a month. For example, a member of your target audience will not receive one of your ads more than twice in a short period of time.
While 89% of consumers prefer companies to keep in touch through messages, only 48% of companies currently interact with customers and prospects in this way.
Text Ads
Text ads appear on the top and right side of LinkedIn feed and are a good option if you want to generate qualified leads with a professional demographic group.
Considering that 58% of marketers say that improving lead generation is one of their main digital marketing goals, LinkedIn's text ads can be a way to launch a wide network into a budget.
Dynamic announcements
Dynamic ads are small right-hand ads available only on computers. They are automatically customized for each individual based on their profile and are perfect for generating leads directing traffic to their site or post-click destination page.
There are 3 types of dynamic ads available:
1. Follow the company's ads
2. Highlighted Ads
3. Content announcements
You have to consider that with so much competition in your LinkedIn audience's feed, custom marketing sometimes seems to be the best way to be noticed, and creating an ad that looks like a direct LinkedIn suggestion will give you extra points.
LinkedIn Ad GoalsLinkedIn uses goal-based advertising that helps advertisers create advertising campaigns around specific business goals. This means that companies can work in all three stages of a sales funnel, from recognition to conversion.
The three main types of objectives are:
Awareness Ads
To get your company to be on the tip of people's language, start with a recognition announcement. This format helps the public to talk about their products, services and brand.
Through these print-based campaigns, you can also gain more followers, increase views, and generate more engagement.
Notices of consideration
Choose a consideration announcement if you want to qualify leads already familiar with your brand. These types of ads are optimized to help advertisers achieve the following goals:
- Site visits: Get more attention on your site and destination pages.
- Engagement: Encourage likes, comments and shares, as well as visits to other social media platforms and websites.
- Video Views: Share your business history, your latest product or a day-to-day video.
Conversion announcements
When you want to generate leads or direct a sale, consider a conversion ad. They can help achieve these three goals:
- Lead Generation: Gain leads on LinkedIn using pre-filled forms with LinkedIn profile data.
- Site conversions: inspire more site visitors to download an e-book, sign up for a newsletter or buy a product.
- Job applicants: release your company's last job vacancies with a job announcement.
The cost of advertising on LinkedIn is a little higher compared to other social networks. You can set a budget based on your total budget, daily budget and bids.
It is also possible to set ad budgets per activity. Activity options include cost per click, cost per thousand and cost per shipment.
You pay for a cost ad per click whenever someone clicks on your ad and pays the cost per thousand to every 1,000 prints. The cost option for shipping is for message ads in which you pay only when a message is delivered.
The daily minimum investment price in Linkedin Ads is R$20.00, and the minimum value per ad is R$4.00.
However, the average investment of each ad varies according to the type of bid: CPC (cost per click), CPM (cost per thousand) or CPV (cost per view).
The price variation can also happen according to the ad format.
Tip: Heat your audience before making an announcement
Cold announcements can bring good results. Several companies find great success with them. But if you want even better results, you should warm your audience before promoting something for them.
This is especially necessary for the B2B space, where products and services can be expensive. People wouldn't want to risk buying something expensive from someone they don't know.
Therefore, regularly warm your audience by posting free content on your page and profile, by posting ads for free downloads, or by writing articles on LinkedIn itself.
You can also warm up the public by sharing articles from your blog. But make sure to add LinkedIn's advertising pixel to your website. This will help you to mark everyone who visits your blog and other pages. You can redirect them with ads later.
ConclusionThe aim of this article was not to teach one step by step how to advertise on LinkedIn, but to highlight the main points that make the platform irresistible for those seeking assertiveness in the search for qualified companies, decision makers and leads with purchasing power.
Create effective planning to find out who your audience is and then determine your budget to then apply the goals. After that, choose the different types of LinkedIn ads that suit your audience and goals.
Like LinkedIn Ads allows more specific public segmentations, the reach of ads are more assertive, increasing the credibility of the advertiser company, which in turn creates confidence for professionals to relate to the brand.
And with so many active network users, investing in good ads on the platform can be very advantageous for the growth and expansion of your business.
