GUEST REVIEW: Over 600 million B2B professionals generate leads and create brand awareness on LinkedIn. Therefore, the platform is the most important social media channel to run B2B marketing campaigns. Results achieved with LinkedIn advertising include a 55% increase in connection conversion, as well as a 33% increase in consumer purchase intent after viewing LinkedIn ads.
Therefore, LinkedIn is ideal for you if you intend to launch an advertising campaign. Fortunately, this article is a practical guide that shows you how to grow your business using LinkedIn ads.
How do I use LinkedIn ads?
LinkedIn ad formats have recent updates that allow campaign managers to create objective-based ads. These ads allow campaign managers to run campaigns based on separate goals, including engagement, lead generation, or brand awareness. The two ways you can use LinkedIn Ads include;
Self-serve ads require you to set up your campaign, including copywriting and budget.
You need to partner with LinkedIn when using managed ads and get fine-tuned ad copy with offers. Additionally, LinkedIn teams help reach potential audiences in a niche.
A campaign manager can use both methods to create, monitor and control ads. Additionally, they also provide information about impressions, clicks, and conversions.
What are the different LinkedIn ad formats?
Before you grow your business with LinkedIn Ads, it’s best to know about the different self-serve and managed ad formats. LinkedIn ad formats include Sponsored Ads, Sponsored InMails, Text Ads, and Dynamic Ads.
Sponsored Ads are national ads that appear on the LinkedIn feed. These advertisements are like promoted posts, booster links, messages and media through a company’s page. Sponsored InMail sends personalized messages to potential audiences since these ads are shown only to active LinkedIn members.
Text ads are used to run a PPC campaign. With these ads, you have to pay per click or impression. On the other hand, dynamic ads target specific people using their name, profile picture or address.
How to advertise on LinkedIn?
LinkedIn is a sustainable marketing solution that helps marketplaces attract the right audience and drive business growth.
Below are seven steps to running a successful LinkedIn ad campaign:
#1 – Choose either Self-Service or Managed Campaign
The two ways to use LinkedIn include self-serve ads or managed ads. Each campaign has its benefits, and it’s best to choose one that meets your advertising goals and requirements.
#2 – Start with the Campaign Manager
Log in to the campaign manager. If you don’t have a campaign manager account, create one and provide the required information. LinkedIn needs this information, including product name, geography, campaign name, campaign type, and unique identifier.
The Campaign Manager is central to all advertising activity, including all ad details and performance.
#3 – Choose an ad format
There are several LinkedIn ad formats available. So choose the one that best suits your LinkedIn marketing strategy. For example, you can choose between sponsored content, text ads, or sponsored InMails. Also, make sure your ad copy is compact yet compelling enough to get dynamic visuals the best results.
#4 – Design your ads
If you are using sponsored content ads, you must feature the business page that will be promoted or create new sponsored content. It’s best to create multiple versions of ads because variations allow you to be creative and get better results.
If you’re using text ads, add a specific link or CTA to ensure your ad opens on a new landing page. You can run up to 15 versions of an ad simultaneously.
#5 – Select a target audience
Choosing your target audience is one of LinkedIn’s best advertising features. You can select your target audience from the campaign manager to generate leads and traffic
#6 – Set your budget
LinkedIn suggests presenting your ads within a bidding range. First, you need to select a bid between CPC and CPM. CPC is tied to conversion, while CPM is tied to impressions. Then you have to bid for your campaign according to your budget.
#7 – Review and Optimize
After executing your ad campaign, it is best to review the campaign, assess its success or shortcomings. This way you can stop low performing ads and grow high performing ads. It’s also great for keeping tabs on new variants and optimizing updates for the best results.
What should you consider when running LinkedIn ads?
- Your content should be short and impressive to grab your audience’s attention in the blink of an eye.
- Make sure your post is simple and shows all the information up front. It’s best to do this before your audience gets distracted by your ads.
- Use succinct statistics that are easily digestible by readers
- Avoid using a complicated CTA. An upbeat CTA in plain language is best aligned with your campaign objective.
- Tailor your ads to build long-term relationships with your target audience
- Use audience-centric visuals to describe the motive of your campaigns
Compared to other social media channels, LinkedIn has a different audience. Therefore, it’s best to make sure your target audience is on LinkedIn before investing in LinkedIn advertising.