A guide to LinkedIn Advertising

With over 560 million users, LinkedIn has become a major marketing tools in digital industry. It has proven itself to be a powerhouse for professionals looking to network and connect new career opportunities. Well, this is not just it; LinkedIn is great for inbounding marketing purposes. LinkedIn ads can be listed as an effective way of social media marketing along with Facebook and Instagram.

LinkedIn has a powerful ad platform. If you are new to LinkedIn advertising, we have made it easier for you! This beginner’s guide to LinkedIn marketing will give you insights on how to create LinkedIn ads and how to run it.

LinkedIn has advanced their tools over these years. It creates an interesting and useful experience, and also get your messages to the audiences without difficulty. A few of the advantages it has over any other marketing platforms are:

  • Slicker desktop app
  • Better mobile apps
  • Show and share rich content, including video
  • Get less spam
  • Premium apps for the serious business-minded

There are different formats of LinkedIn ad types. The most popular ad formats include:

  • Sponsored Content
  • Direct Sponsored Content
  • Sponsored InMail
  • Text Ads
  • Dynamic Ads
  • Lead Gen Forms

How to run LinkedIn ads?

To advertise on LinkedIn, you need to have an account and a business page. Let’s take a look at a few easy steps through which you can run LinkedIn ads.

  1. Set-up a campaign manager account

Setting up a campaign manager account is an imperative step in LinkedIn marketing. This is the place where you manage and optimize your advertisements on LinkedIn. It has various features that aids in comprehending how the ad is performing. These features incorporate:

  • Dynamic visual reporting
  • See how your Sponsored Content campaigns are performing
  • View demographics of people clicking on your ads
  1. Choose your ad type

Next step is to choose the ad type. There are three ad types from which you can choose anyone with reference to your objective or goal. The ad type includes:

  • Sponsored content to promote the content
  • Text ads that helps to drive traffic from the desktop
  • Sponsored InMail

Once the ad type is chosen, create campaign name, choose target audience language and select a call to action button.

  1. Create your ad

If you want your advertisement to get more reach and link clicks, it’s crucial to incorporate some images alongside your copy. As per LinkedIn’s guidelines, ads with images are said to get 20% more clicks.

The campaign manager guides the user through creating ads, with help of ad specs and tips along the way.

  1. Target your ad

It is imperative to specify options for targeting so that your ad reaches the right audience. Stipulate the locations where you would like to target your ads. Also, give other demographic and psychographic details for the right targeting. Save your choices as a template to speed things up later, when creating other campaigns.

  1. Set the budget and schedule

LinkedIn ad costs are completely affordable and not very expensive. You can set the daily budget for each ad that you post on LinkedIn. The reach of your ad will depend upon the budget that you set.

Apart from that, LinkedIn has options like:

  • Cost per click (CPC)
  • Cost per impression (CPM) for the messages in a user’s view, or…
  • Cost per send, for Sponsored InMail ads (pay only for the messages received)
  1. Measure and refine the LinkedIn ads

Campaign manager helps you to measure and optimize your campaigns. Metrics of measuring include impressions, clicks, and spend.

LinkedIn is definitely a prodigious advertising option for B2B marketers at present.

There’s plenty of different techniques to try with LinkedIn ads, but the most important thing you can do is to really watch what LinkedIn is doing and what new features they continue to roll out throughout.

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