LinkedIn is a powerful B2B tool for all kinds of business. This platform has over 1 billion members around the world and there are 65 million active decision-makers.
LinkedIn ads can guarantee your brand voice reaching to the right audience.
Types of LinkedIn ads
Sponsored Content:
Sponsored Content is a versatile ad format that allows you to promote your existing LinkedIn posts, articles, or multimedia content directly in users’ feeds.
These ads blend seamlessly with organic content, enhancing visibility and engagement. By leveraging Sponsored Content, you can amplify the reach of your thought leadership, product updates, or company news.
Sponsored InMail:
Sponsored InMail enables you to send personalized messages directly to the inboxes of your target audience. This direct communication method is highly effective for B2B lead generation, event invitations, or delivering exclusive content. Craft compelling messages that resonate with your audience, fostering meaningful connections and driving desired actions.
Display Ads:
Display Ads on LinkedIn are visual banner advertisements that appear on the right side of the desktop interface. While static, these ads are effective in increasing brand awareness. Use eye-catching visuals and concise copy to convey your message, driving users to click through to your website or landing page.
Dynamic Ads:
Dynamic Ads on LinkedIn are personalized and automatically generated ads tailored to the individual viewing them. These ads dynamically populate with the user’s profile data, such as their photo, job title, or company name.
Ideal for promoting job openings, events, or personalized content, Dynamic Ads enhance engagement by delivering a customized experience.
Sponsored Video Content:
Sponsored Video Content allows you to engage your audience with compelling video ads directly in their LinkedIn feeds. Video has proven to be a powerful storytelling medium, making this ad format effective for conveying your brand message, product demonstrations, or success stories.
Text Ads:
Text Ads are concise, text-based advertisements that typically appear at the top or right side of LinkedIn pages. These ads are straightforward yet impactful, making them suitable for driving traffic to your website, promoting webinars, or highlighting specific offers. Craft compelling headlines and copy to capture the audience’s attention.
Carousel Ads:
Carousel Ads on LinkedIn allow you to showcase a series of swipeable cards, each containing its image and link. This interactive format is perfect for highlighting multiple products, features, or aspects of your business within a single ad. Users can swipe through the cards, engaging with your content dynamically.
Spotlight Ads:
Spotlight Ads give your company’s LinkedIn page a prominent boost by placing a large banner image at the top of the page. This ad format is ideal for promoting events, product launches, or important brand announcements. The visually striking banner captures attention and directs users to learn more about your offerings.
Follower Ads:
Follower Ads aim to increase your company’s followers on LinkedIn. These ads appear in users’ feeds and include a “Follow” button, encouraging them to connect with your brand. Focusing on growing your follower base enhances your organic reach, allowing you to share updates and engage with a broader audience.
Job Ads:
Job Ads on LinkedIn enable you to promote job openings within your company. This ad type is crucial for talent acquisition, allowing you to target and attract potential candidates based on specific criteria. With detailed targeting options, you can reach professionals with the right skills and qualifications for your job vacancies.
How to get started advertising on LinkedIn
Create a LinkedIn Ad Account:
The first step is to create a LinkedIn Ad account. Visit the LinkedIn Campaign Manager and select “Create Ad Account.” Provide essential business information and payment details to set up your account.
Define Your Advertising Objective:
Clearly define your advertising goals. Whether it’s increasing brand awareness, driving website traffic, generating leads, or promoting specific content, having a well-defined objective is crucial for shaping your entire advertising strategy.
Navigate to Campaign Manager:
Once your account is set up, navigate to the LinkedIn Campaign Manager. This centralized platform is where you’ll manage your ad campaigns, create new ones, and track their performance.
Create a New Campaign:
Click on “Create Campaign” in the Campaign Manager. Choose your campaign objective based on LinkedIn’s categories – awareness, consideration, or conversion. Each category aligns with specific ad formats and campaign goals.
Set Your Campaign Details:
Provide essential details such as the campaign name, language, and ad format. These details lay the groundwork for your advertising efforts and help you stay organized as you manage multiple campaigns.
Define Your Target Audience:
Utilize LinkedIn’s robust targeting options to define your audience. Consider factors such as job titles, industries, company size, and demographics. The more specific your targeting, the more likely your ads will reach the right professionals.
Choose Ad Format and Placement:
Select the ad format that aligns with your campaign objective. LinkedIn provides a range of formats such as Sponsored Content, Sponsored email, and Display Ads. Select the format that aligns most effectively with your content and objectives. Also, decide where your ads will be placed – in users’ feeds, on the right side, or in their inboxes.
Set Your Budget and Schedule:
Establish your budget, either daily or total, and choose a schedule for your ads. LinkedIn allows you to set spending limits to ensure you stay within your allocated budget. Experiment with different budget levels to find the optimal investment for your advertising objectives.
Create Compelling Ad Content:
Craft engaging ad content that resonates with your target audience. This includes creating attention-grabbing headlines, concise ad copy, and compelling visuals or videos. Clearly articulate your call-to-action to guide users on the desired next steps.
LinkedIn ads vs Google ads
LinkedIn Ads:
Targeting:
LinkedIn is known for its highly specific targeting options, allowing you to reach professionals based on job titles, industries, company size, and even individual skills. This makes it ideal for B2B marketing and reaching a professional audience.
Audience:
LinkedIn’s user base consists of professionals and businesses. If your products or services are tailored to a professional audience, especially in the B2B sector, LinkedIn Ads can be highly effective in reaching decision-makers and influencers.
Ad Formats:
LinkedIn offers various ad formats, including Sponsored Content, Sponsored InMail, Display Ads, and more. These formats cater to different campaign objectives, from brand awareness to lead generation.
Engagement:
LinkedIn Ads are effective for engagement and relationship-building. Sponsored Content, in particular, appears directly in users’ feeds, fostering interaction and allowing users to engage with your content without leaving the platform.
Cost:
LinkedIn Ads can be relatively more expensive than other platforms, especially for highly targeted audiences. However, the quality of leads and the ability to reach specific professionals may justify the cost for certain businesses.
Google Ads:
Targeting:
Google relies on keywords and search intent for targeting. Ads are displayed based on user’s search queries, making it effective for capturing users actively searching for specific products or services.
Audience:
Google Ads reach a vast and diverse audience across different demographics. It’s effective for both B2B and B2C marketing, depending on the keywords and targeting options used.
Ad Formats:
Google Ads include Search Ads, Display Ads, Video Ads, and more. Each format serves a specific purpose, from appearing in search results to displaying on relevant websites within the Google Display Network.
Engagement:
Google Ads can capture users at various stages of the buying funnel. Search Ads are particularly effective for users in the consideration or decision-making stage, while Display Ads can raise awareness and capture attention across the web.
Cost:
Google Ads operate on a pay-per-click (PPC) model, where you pay when users click on your ad. The cost can vary depending on competition for keywords, industry, and targeting parameters. It offers flexibility in budgeting, allowing businesses to control spending.
Choosing the Right Platform:
Consideration Factors:
If you’re targeting a professional audience, especially for B2B marketing, LinkedIn Ads may be more suitable.
For capturing users actively searching for products or services, Google Ads are effective.
Consider your budget, campaign objectives, and the nature of your offerings when making a decision.
Synergy:
Some businesses find success in using both platforms strategically. For instance, one can employ LinkedIn Ads for brand awareness and relationship-building, concurrently utilizing Google Ads to capture users during the active search phase.
FAQ
1. What is the minimum budget for LinkedIn Ads?
LinkedIn Ads accommodate various budgets, but a minimum daily budget of $10 is recommended to ensure visibility and reach. Smaller budgets can still yield results, but higher budgets allow for more extensive reach and impressions.
2. How can I enhance ad targeting for better results?
Refine your targeting by considering job titles, industries, and company size. Experiment with A/B testing to identify the most effective parameters for your specific audience. Regularly update and optimize your targeting based on performance insights.
3. Are sponsored InMail messages effective?
When crafted thoughtfully, sponsored InMail messages can be highly effective. Personalize your messages, focus on providing value, and avoid sounding overly promotional. Sponsored InMail is particularly useful for direct communication and personalized outreach.
4. Can I run ads on specific LinkedIn pages?
Yes, you can target specific LinkedIn pages based on your audience’s interests and preferences. Tailor your ads to align with the content and tone of the targeted pages for a more personalized and relevant approach.
5. How do I optimize my LinkedIn Ads for mobile users?
Ensure your visuals are mobile-friendly, and keep ad copy concise. Utilize the carousel format for a dynamic mobile experience. Regularly check and adjust your ads for optimal performance on various devices.
