LinkedIn advertisements are 277% more effective in lead generation than any other social media platform. Additionally, 80% of B2B leads come from LinkedIn. This social media site has a lot to offer your business.
When it comes to B2B marketing, LinkedIn holds a significant amount of power. Advertising your business on LinkedIn helps you grow your network and get noticed. With the right strategy, you can grow your business, make great connections, and find the best employees.
Creating a LinkedIn ad is easy. However, there are several factors to consider. You need to note down your goals, find your target audience, write your ad copy, and much more. Luckily, LinkedIn has helpful features you can use to make your ad relevant and effective.
In this article, we take a look at how you can create a successful LinkedIn ad campaign.
How to run successful LinkedIn Advertisements
The first step in setting up LinkedIn ads is deciding what goal you want your ad to achieve? By doing so, you’ll be able to select an objective for your campaign. With LinkedIn, you can choose between different objectives:
- Increasing website visits
You can direct viewer traffic directly to your website or landing page.
- Improving user engagement
Engaging viewers on LinkedIn is simpler than you think. You can include compelling CTAs to push viewers into action.
- Increasing video views
Show your videos to as many people as possible and increase brand awareness.
- Generating more business leads
Get more leads by using a lead generation form to get more sign-ups or event attendance.
Have a look at your company’s goals to determine what your next step is.
Your LinkedIn ad campaign comes down to the type of ad you use and the ad format you select. This is the visual representation of your objectives. Using the wrong ad type or ad format can limit your interactions with your target audience.
LinkedIn offers you three main Ad types. Each type satisfies a different objective.
- Text Ads
Text ads are great for increasing traffic and brand visibility. They come in a variety of ratios and sizes. You can include compelling headlines to address your audience directly and capture their attention.
- Sponsored content
Sponsored content is perfect for lead generation, user engagement, and increasing brand awareness. Sponsored ads are visible on all devices and are displayed directly on a user’s feed.
- Sponsored InMail
Sponsored InMail allows you to create one-on-one relationships with your target audience. You can speak directly with your audience and personalise each message for maximum impact.
Depending on the type of ad you choose to use, you can select different ad formats. LinkedIn advertisements give you a choice between:
- Carousel ad format: You can include multiple images in a single ad. You get to show different products and services in one go.
- Single Image ad format: You can include high-quality ads along with compelling texts to ‘speak’ to your audience.
- Video ad format: You can create visually engaging videos for your audience. They allow you to give a lot of information in just a few seconds.
- Text ad format: This ad format only uses text to communicate to your audience. The ad is displayed on the sidebar of a user’s feed.
- Follow ad format: You can promote your LinkedIn page and encourage people to follow your company.
Over 94% of B2B marketers depend on LinkedIn to distribute content.
Linked in is the only social media site of its kind. It allows you to connect to businesses and professionals. You have access to a diverse mixture of professionals and organisations. You can use this access to attract more customers or find the right talent for a job opening. It is essential to understand your target audience.
Once you understand your audience, you can target it precisely to your audience. LinkedIn allows you to tailor your ad format and content to appeal to your target. You can narrow down your target audience by:
- Job title
- Skillset and much more
Remember, the more specific your targeting is, the higher your ad performance and lead generation. You are also able to personalise your ads to appeal to your audience.
The only way to tell if your LinkedIn advertisements are working or not is by evaluating the results. You can use Google Analytics or other software to measure your CTR and conversion rate. You can then change your targeting parameters to make your Ad effective.
Make sure you test your ad before publishing it. You can do this by showing different forms of the same ad to the same target audience. This is known as the A/B Testing Strategy. It enables you to change one variable at a time and gauge your ad’s performance.
By doing this, you can determine which mix of variables is more attractive to your audience.
Advertising can be costly. Without a proper strategy, you could end up spending a lot of money with little or no results. With LinkedIn, you can set a daily maximum daily budget. This way, your expenditure stays on track.
Budgeting also determines your bid amount. You can bid within a suggested range or increases your bid range to get more impressions and clicks.
Additionally, you can target your audience when they are most active. You can also spread your budget and cover different times of the day e.g. 10% to morning advertisements, 50% to afternoon advertisements, and 40% for night ads.
LinkedIn advertisements are a great way to get noticed. However, you need to put your best foot forward. Create a good ad copy, select the right ad, and personalise your advertising.
With the right strategy, you can create a perfect Ad within a budget. If you want to make your LinkedIn ads efficient, you get in touch with us.