A Guide to LinkedIn Ads (Part I) – An Introduction
Are you looking for ways to generate leads for your B2B business?
Tried everything from Facebook Ads to Twitter Ads, still unhappy and dissatisfied?
Have you tried LinkedIn ads?
With more than 450 million users, LinkedIn is an entirely different galaxy consisting of professionals, recruiters and job seekers in itself. It provides marketers with some unique powerful tools for digital advertising.
Unlike Facebook Adverts, Google AdWords or Bing Ads, LinkedIn advertising is a little different. Let me help you out and show you the way.
Is it meant for you?
Before moving forward, you must understand if LinkedIn ads are suitable for your business. If you are looking for an advertising platform to sell groceries, baby clothing or energy drinks, then sorry LinkedIn isn’t the right option for you. Try Facebook Ads for this.
LinkedIn is best suited for B2B marketing and very few B2C brands. LinkedIn ads are for businesses that have invested towards high-value B2B services and products.
One of the most essential factor to keep in mind before advertising on LinkedIn is that whether the value of sales generated from it is higher than the LinkedIn advertising cost and also to other digital platforms.
For example, if you are looking for a Marketing Officer, you can target the job title Marketing Officer to draw those who might be ready to move for a title promotion, as well as the job title of Marketing Officer to get candidates who have already established themselves in that position.
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Who to target?
Targeting is crucial when it comes to advertising. In digital marketing, targeting can make or break your ad campaign. In order to know who you want to target, think about the traits of your ideal customers.
- Think about the industry they work for?
- What would be their education qualification?
- What would be their possible Job Titles?
- What type of skills/interests will they possess?
- What will be their level of Seniority?
- What will be their geographical location?
- What will be their gender?
Once you have answers to the above questions, you know who you want to target. In other words, you know what are the traits of your target audience.
How to target?
Thanks to LinkedIn’s huge professional audience size and public information, it offers some of the best targeting options for B2B marketers.
Be cautious when you are selecting various fields while targeting as the more fields you specify the narrower your target audience will become.
The objective here isn’t to have a large possible audience to click on the ads. The objective is to have a target audience who is not only going to click on the ads but also convert. This will also help in keeping your Ad campaign costs under control while keeping your conversions high.
Few Limitations of LinkedIn Targeting:
- LinkedIn doesn’t allow day partying that means when you are running ads only during some specific business hours or only on certain specific days like weekends.
- The audience base of LinkedIn is less as compared to other sites like Facebook and Twitter, and, therefore limiting your audience reach too.Ai?? Ai?? Ai?? Ai?? Ai?? Ai?? Ai??
How To Manage Budget & Bidding?
After you are done with Targeting, the next step is to have a budget estimate for the ad campaign. Budgeting can be done setting up a Daily budget which means fixing a certain amount you want to spend a day.
LinkedIn offers two options for PPC advertising:
- CPC- Cost Per Click
- CPM- Cost Per 1,000 impressions
If your aim is to get conversions then you should go for CPC but if your primary aim is to generate awareness and visibility go for CPM.
Under CPC option, you mention the amount you’re willing to pay per click and fix a daily budget to recognise the most you are willing to shell out each day.
Under CPM, you mention a specific cost for each 1,000 times your ad is run, insignificant of the amount of clicks you receive.
After you have decided your budget and PPC model, you will need to participate in the bidding process. In bidding an auction takes place each time between your ad and others ads. If you place a higher bid, your chances to win the auction become higher.
LinkedIn has set some minimum costs to advertise which are as follows:
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- $10 daily budget each campaign
- $10 total budget each campaign (optional for Sponsored Content)
- $2 minimum bid for CPC/CPM
LinkedIn also offers a proposed bid range or an estimate of current bids from contemporary advertisers.
In case, if you do not enter a bid within the proposed bid range, your ad will lose and see less clicks.
Hot Tip: Begin with micro campaigns, switching between CPM and CPC to know what works best for you. Also, don’t forget to start off with small bids and always remember to put an end date in your daily budget bids.
Indian Company’s LinkedIn Ad Campaigns
Van Heusen’s LinkedIn Ad Campaign
Lifestyle clothing brand Van Heusen ditched the traditional Facebook and Twitter advertising route and came up with a LinkedIn ad campaign. A contest was organised to select the most fashionable professional.Since the brand caters to corporate clothing, LinkedIn turned out to be the best place for promotion.
The brand managed to target 1.5 million users and captured 30,000 unique visitors, 5,000 of which logged on to nominate 15,000 connections.
Flipkart’s LinkedIn Ad Campaign
It seems that this year LinkedIn is going to be favourite among B2B marketers. Especially, after its acquisition by Microsoft, the platform is rolling out with new and exciting features regularly. Indian e-commerce giant, Flipkart has also been very active on LinkedIn and is indulging in aggressive advertising.
So, go ahead and try your hands at LinkedIn ads and don’t forget to keep an eye out for the second part of the series in which we will discuss LinkedIn’s Self-Advertising Ads.