If you’re already advertising your business online, you’ve probably stepped into Google AdWords for its wide reach and Facebook for its ease of use and multiple options. You may have even done some advertising on Twitter.
If you haven’t tried LinkedIn, it’s a good time to give it a whirl. LinkedIn allows you to focus your ad campaigns with a very specific focus in the business community.
In this post, we discuss advertising with LinkedIn and which ad format is right for you.
Choose a Format
You have two options when it comes to advertising on LinkedIn and increasing your conversions from your ads:
- Sponsored updates – this type of ad is similar to “boosting” posts on Facebook. This allows you to advertise your LinkedIn updates. The sponsored update allows users to not only click through to your website, but also to your company’s LinkedIn page or showcase page. You can attract new followers to your company page and get your message out on every device type. You can also use targeting options to reach the right audience.
- Text ads – this type of ad allows people to click to visit your website’s landing pages through your link and 50×50 pixel image. Text ads also appear to your target audience through various pages on LinkedIn using targeting with precision B2B filters.
What’s are the differences between the two? The main differences lay in how the ads are created and displayed. Let’s look at how to create them.
Create a Sponsored Update
First, make sure your personal account is linked to a LinkedIn company page. You’ll need to do this before you create your sponsored update. If you’ve already got a company page, go to this account.
You are now ready to click on the “Create a Campaign” button. You will see two choices:
- I want to reach LinkedIn members right in the LinkedIn feed and beyond with sponsored updates.
- I want to drive targeted leads across multiple website pages with text ads.
Once you’ve decided that for this campaign sponsored updates are right for you, click on sponsored updates. Then, choose a name for your campaign and choose an update that you’ve already posted to sponsor. You can also create new sponsored content. Just remember that if you want to sponsor an already-posted update, you can’t edit it.
If you want to create new sponsored content, you can customize your content for your audience. As with other social media ad platforms, you can choose to add variations for testing purposes. Consider changing things like wording and images while keeping to the same general message.
Lastly, choose your target audience and your budget, and launch your campaign. Monitor your results so you can change your variations appropriately.
Create a Text Ad
If you’ve decided that you want to try a text ad, go to the Campaign Manager. Follow the same steps as above, but select the option for the text ad. As you begin creating, here are some guidelines:
- Choose where to send users.
- Choose a strong image.
- Write a 25-character headline and a 75-character description.
- Again, you can create variations – you can have a total of 15 to test. Consider changing out text, headlines and images.
- Set your target audience and budget.
- Monitor results and turn off ads that aren’t performing well so you allocate money to the best performing variations.
When it comes to targeting, you have many options. You can target by location, profession, school history, gender, age and more. Pay special attention to how many people this targets and either increase or decrease your specificity.
You want to define your audience to the people who want and need your product and are likely to convert once they click your ad. Quality over quantity is important here.
With budgeting, you can choose to pay per click (Cost Per Click) which means how many people click on your ad or by impression (Cost Per Impression) which is how many people see your ad.
You’ll also set the run time for your campaigns here, too.
Lastly, remember to test and test again. It doesn’t do you any good to leave ads running that are under-performing.
You can track impressions versus click through rates and keep only the successful ads. Keep experimenting and testing new variations to run only the highest converting ads.
Advertising on LinkedIn is more expensive than Facebook and Twitter, so you want to diligently monitor your analytics.
A special note when it comes to LinkedIn – don’t expect the same click rates you achieve on Facebook of about 1 in 250 or on Twitter of 1 in 100. With LinkedIn, you can only expect about 1 in 500 impressions to result in click.
On the upside, you’ll most likely see higher conversion rates. In a recent study, HubSpot, found that LinkedIn traffic generates the highest visitor-to-lead conversion rate at 2.74%. This is 277% higher than Twitter (.69%) and Facebook (.77%).
So, even though you might not see as many clicks, the people who do click are more likely to convert.
When deciding which ad format is right for you, consider the campaign and your goals. Then, choose the appropriate ad type.
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