LinkedIn offers millions of professionals who are ready to purchase useful products. The platform boasts twice the buying power of the average web audience that shows the eagerness of its users. Whether it’s a SaaS product for their team or a corporate training course, they don’t want to miss any opportunity to grow.
I don’t mean to sound condescending, but this is the difference between a professional and an average person. People on Linkedin mean business. That’s why 4 out of 5 Linkedin members drive business decisions.
They don’t think twice before purchasing something that can help them grow. Compare this to the average buyer who has many concerns before they buy something.
But how can you get your product in front of this amazing audience?
You have two ways.
The first one is organic content marketing that will take a long time to show results.
The second one is LinkedIn Ads.
You might have posted ads on Facebook, but how about running ads on the world’s largest professional network. No matter how big or small your business is, LinkedIn offers plenty of growth opportunities for businesses.
So if your goals are to get a boost in revenue and leads, get started with LinkedIn Ads.
Read on to get the most out of your LinkedIn Ads.
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Optimize Your LinkedIn Ads
This platform is like heaven for B2B marketers. A study of 100,000 posts across social media showed that 80% of B2B leads were generated using LinkedIn.
Let’s see how you can create ads that can hone in on your audience easily.
Choose Your Objective
Like on many platforms, ads on LinkedIn start with the objective.
Choosing the objective is simple. Just be clear about what you want to achieve with the ads. You get the following options on Campaign Manager (LinkedIn’s advertising platform):
- Awareness (Brand awareness): When you launch your campaign, you should see the traffic coming from Google after a few weeks. It is an indication that people are recognizing your brand.
- Consideration (Website visits, Engagement, Video views): Your website analytics will also show you how many visits you are getting through LinkedIn. Look for data like pages per visit and time-on-site, it will help you figure out how deep your content is.
- Conversion (Lead generation, Website conversions, Job applicants): Are you getting any conversions or just getting the visits?
Choose any one of these according to your goals. The rest of your campaign creation experience will entirely depend on the objective you choose.
Target a Unique Audience
Though LinkedIn offers a pool of 690 million professionals to choose from, you need to zero in on your ideal customers. Not everyone is going to buy your products, so figure out the people who want your products.
Target your ideal buyer persona. Think about the ideal person who needs your product. They might be IT decision-makers, C-level executives, prospective students, small business owners, or other professionals. Figure this out and target them only.
There’s a common misconception that people don’t read ads. Advertisers who see the returns of ads grow every day will laugh at this misconception. The truth is that people do read ads. But they only read ads in which they are interested.
LinkedIn also offers real data to use for ads. For example, you can run ads based on job title, company, industry, seniority, and more. Use this data to create targeted ads.
So follow as LinkedIn says, “Reach the people who matter most to your business.”
Figure Out The Right Ad Format
You get to choose between different types of ads: Sponsored Content, Message Ads, Dynamic Ads, Text Ads, or a mix of all four. We recommend trying all of these. There’s no one-size-fits-all. What works for one industry doesn’t work for others.
Make your ads appear directly into the professionals’ feed. This type is further categorized into three different formats: single image ads, video ads, and carousel ads. Try all of these and see what works best for you, but don’t forget to educate users with productivity advice and interesting facts.
Inbox is a very personal thing for people, so Message Ads become a great way to get people’s attention. You can send a direct message to initiate conversations. It allows for stronger engagement than email marketing. You also get to track what actions people/companies are taking on your messages. It will help you understand the right buyer persona.
Use Dynamic Ads to create personalized ads on LinkedIn. These ads use LinkedIn profile data – like the photo, company name, and job title – a great way to drive engagement.
Text Ads work on pay-per-click (PPC) or cost-per-impression (CPM) models that mean you only pay for ads that work. These simple ads also tend to be very compelling.
Note: Neither objectives nor formats can be modified once the campaign is saved. So make sure to have your campaign carefully planned beforehand.
There’s one important thing to keep in mind about LinkedIn’s algorithm. A big part of it is how people interact with the content. If your previous ads have performed well and had a great CTR (click-through-rates), you will get a boost. It is good news because it lets you win auctions even when you are not the highest bidder.
The following are a few things to try while improving your ads:
- Start A/B testing. Run multiple ad versions with a slight difference.
- Top-performing ads should get more of your budget. You can cut the budget on under-performing ads.
- For Sponsored Content, use Direct Sponsored Content to test variations without over-saturating your LinkedIn Company Page.
Final Words on Linkedin Ads…
LinkedIn offers plenty of opportunities for businesses to get their products in front of more professional buyers. If run correctly, these ads can be a great investment.
The reason to run ads on this platform is simple: This is where your customers are. They are not just hanging out there. They are looking for growth and business opportunities. So get in front of them by running ads on LinkedIn.
To get the best results from your investment, align your ads to measurable goals, closely monitor performance, and aim for continued improvement over time.