LinkedIn has over 706,000,000 members from more than 200 countries. It is one of the best ways for B2B companies to reach professionals around the globe.
You have two options to approach LinkedIn: you can either run paid advertisements or post organic content from your LinkedIn business page. You can do both.
This step-by-step guide will help you if you have ever considered LinkedIn ads but don’t know where to begin. This guide will show you how to create a campaign (and the differences between campaigns and campaigns). Create your ad, and set your targeting and budget.
LinkedIn Ads: How they work and why you should use them
LinkedIn ads can be used to target and convert business professionals all over the globe. LinkedIn messages and users’ news feeds can be used to deliver ads. Laser-targeted ads can be created by leveraging more than 200 factors.
What are the benefits of LinkedIn ads? These are some stats to consider:
LinkedIn ads can reach more than 13% of the global population.
4 of 5 members on LinkedIn are decision-makers.
LinkedIn Ads’ average ROI is 17.60%. This is more than Google Ads.
Are you ready to get started? If you don’t already have a campaign manager account, follow these steps.
Step 1: Create a LinkedIn campaign group and campaign
After you have created your account, you will create a campaign/campaign group. This is similar to the campaign group in Google Ads.
Campaign groups add another level to your account hierarchy so that you can easily separate similar ads.
This chart shows the differences between campaign groups and campaigns on LinkedIn.
Before you can create a Campaign Group or an Ad, you will need to create one.
Click on the “Create” button in your Campaign Manager Dashboard.
Choose “Campaign Group”
Your group should be given a name and a start date. An end date can be added, but it is not necessary.
Step 2: Select the right objective
Now, tell LinkedIn what you want the ad to accomplish. LinkedIn has seven objectives.
Brand Awareness
Website visits
Engagement
Video Views
Lead Generation
Website conversions
Job applicants
Select an objective that aligns with your marketing goals. LinkedIn is a great place to reach buyers at all stages of the buying process.
Start with website visits if you are new to LinkedIn ads. It is easy to track your success, which makes it great for trying out different ad formats and getting familiar with the platform.
If your company has a strong PPC strategy on other platforms, lead generation and website conversions are possible.
Step 3: Create a LinkedIn Ads Audience
Next, you will need to choose who will see your advertisement. LinkedIn offers over 200 targeting options.
Size of the company
Company name
Demographics
Localization
Language
Interests
Groups
Skills
Position title
Seniority in the workplace
LinkedIn will suggest attributes that are similar to those you have added. So, for example, I added the Marketing Manager job title in the Attributes Lists. They suggested titles such as Director of Marketing Communications or Product Manager. These suggestions can be used to refine your targeting.
To further limit your audience, you can upload lists or third-party data. Select the “Exclude” option to exclude people from your target audience. You can exclude a particular geographic area if you don’t serve it.
After you have set your targeting parameters, click on “Save Audience” to save them. This will allow you the same settings for another advertisement.
Notable: Disable Audience Expansion as LinkedIn does not automatically expand your audience. Also, disable LinkedIn Audience Network to maintain control over the platforms where your ads are served.
Step 4: Choose your ad format
Each ad format is unique and can help you achieve different goals. The simplest type is the Single Image Ad, which looks similar to a sponsored Facebook post. However, LinkedIn offers more complicated formats such as dynamic ads and video.
There are many different formats for LinkedIn ads:
Sponsored content: Reach your audience directly in their newsfeed using a single image, video, or carousel ads.
Message ads: Use LinkedIn messenger to reach prospects and share conversion-focused messages.
Text and Dynamic Ads: Use the right sidebar to promote a product or service, drive traffic or increase followers on LinkedIn.