Oct 10, 2013

For the Love of LinkedIn Ads


There are many benefits of advertising on LinkedIn. LinkedIn advertising is a great way to target professionals who may be CXO’s, partners, VP’s and more. It has the largest collection of professionals in one single place (Approximately 200,000,000!). It’s good for targeting and reaching other businesses and high-level executives. LinkedIn is the said “classy” social network of the crew. Here’s a simple step-by-step process of setting up and running LinkedIn ads.

First, you need to be an administrator for the specific company page you want to advertise for. Go to linkedin.com/ads and click ‘Get Started’. You will have the option to create an ad or sponsor an update. Creating an ad will result in a right-hand side banner ad or video ad (you can choose between the two in the dropbox under ‘Media Type’ when you are naming and creating your ad). With the banner ads you also have the option to add copy and image variations to implement A/B testing.

Sponsoring an update is similar to Facebook promoted posts and sponsored stories. You will select an update that has already been posted on your page and it will be served to your specific target audience across LinkedIn. I like these because you can reach users’ newsfeeds without them having to follow your page. In campaign testing, I have experienced better results with sponsored updates because of the impressions and reach.

It’s very important to research and define the exact group of professionals you want to target. You want your ads to be served to the correct group of people for optimal results. Try to be as specific as possible. The targeting options on LinkedIn are pretty detailed: Location, Industry, Job Function, Seniority and more. You can let your ads run indefinitely or select an end date if these ads are for a specific campaign and timeline.

When creating your ad, don’t forget that you need to direct users to a landing page. Include tracking on the URL to monitor progress and results in Google Analytics. A landing page can be anything from your company homepage, contact us page or newsletter signup page. It’s up to you, depending on what your CTA is and your goals are for the campaign. Make sure the creative assets and copy stand out and send the right message. Always have a call to action in your copy. The guidelines for ad copy is that the headline be 25 characters with spaces or less and the description is allowed up to 75 characters that span two lines with spaces.

Budget is also important so you know how to track progress and results. When setting a budget and daily spend you have the option to choose either a CPC or CPM model. We recommend CPC/PPC for the best results because you will only pay when someone clicks on your ad. Your bid is the maximum amount you’re willing to pay for each click by a user in your target audience. The daily budget is up to you, but it must be at least a minimum of $10. Please note that LinkedIn advertising does have higher bids than other social media advertising.

The analytics available through LinkedIn advertising are not as intricate as a data junkie like myself would prefer (That’s why that tracking URL is so important!). Within the LinkedIn ads manager, you track clicks, impressions, CTR, average CPC and total spend. Plus, you can see who is clicking on your ad via industry, region, seniority, job function and company size.

That’s it! Now go create some awesome ads and share them with the professional world. Just don’t forget to monitor your campaigns for optimization and success.

Infographic: LinkedIn Ads
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