Step-by-Step Guide to Better Linkedin Ads

Linkedin has over 800 million active users. Research shows that these members are more engaged than on other social media platforms. Here is how to reach them!

Since its launch in 2003, Linkedin has quickly become the world’s largest professional network.

The social media platform now spans over 200 countries and territories worldwide and boasts a massive member base of over 810 million people.

Linkedin’s main mission is to connect professionals or coworkers. The social media platform also assists people who are currently seeking employment and acts as a place to record professional milestones.

With such a vast and engaged member base, Linkedin also offers paid advertising for brands and companies.

If you’re curious about Linkedin advertising for your business, here’s your step-by-step guide. Let’s get into it!

Why should my business consider Linkedin Advertising?

While Linkedin may not be the first platform that you think of for social media advertising, it can be an incredibly effective tool for those looking to advertise to other businesses (B2B marketing).
In addition to being an alternate advertising platform, Linkedin has the potential to generate leads much more effectively than other social media. Statistics show a high engagement rate when compared to other forms of digital advertising.

5 Simple Steps to Start Advertising on Linkedin:

1. Choose your Campaign Objective (Goal)

Start with an overall goal or campaign objective. Linkedin makes this easy by providing you with three options:

– Awareness of your brand, product, or service.

– Consideration encompasses increased website visits, engagement, and video views.

– Conversion with a focus on lead generation, website conversions, or job applicants.

2. Narrow down your Audience Demographics

Reach the right audience by using Linkedin’s targeting tools to narrow down your campaign target. Choose from over 20 audience categories on Linkedin’s advertising platform. Refer to your company’s preferred target audience for all other advertising and do your best to design a segment (or two) to target your Linkedin ads.

3. Choose your Preferred Linkedin Ads Format

Based on your audience and campaign goals, it’s time to select a style of an advertisement on Linkedin for your campaign. There are four main formats of ads to choose from (you may also select a mix of formats depending on the complexity of your campaign).

4 Formats of Linkedin Ads:

Dynamic Ads: Individualized ads that are displayed directly to a user. Part of the dynamic ad format uses a Linkedin member’s profile picture and some personal details like their job title to recommend that they follow a page or complete some other action.
Sponsored Content: Native advertising that appears in the Linkedin feed for all users (can be targeted to a segmented audience). This style of ad is labeled as “promoted” to distinguish it from organic content. Sponsored content is available in three different formats depending on your company’s needs.
Sponsored Messaging: Send messages directly to a Linkedin member’s inbox to promote a business, industry, or recruit talent in a specific field or line of work.
Text Ads: Simple and compelling PPC or CPM ads to tailor messaging to a specific audience that you need to reach.

4. Decide on a budget and schedule

Select from a few different kinds of spending for your advertising campaign. You will also set start dates, end dates, daily budget, and more at this stage. Again, all of this information is directed via the Linkedin Campaign Manager platform.

CPS: Cost-per-send relates to message ads campaigns where the advertiser must pay for each successfully delivered message.
CPC: Cost-per-click for more action-oriented campaigns like lead generation or event registration.
CPM: Cost-per-impression model is best if brand awareness is the campaign goal.

5. Measure, optimize, and tweak your campaign

Set a time during your campaign to monitor and tweak (as needed) after you’ve launched. If it’s a long-term campaign you can optimize based on impressions, clicks, engagement, and other performance metrics.

Conclusion

Are you ready to get started advertising on Linkedin? Start with a small budget and experiment with a few different styles of campaigns depending on your preferred outcome. See what works, tweak what doesn’t, and increase your spending to see the results that you and your business are after!

To read more about how to grow your social media audience, check out How to grow your social media audience in 2022? article.