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If you need to target a premium professional audience and drive high-quality leads to your business – particularly if you operate B2B – you really need to seriously consider the opportunities. If you’re already using pay-per-click (PPC) techniques to power your presence on Facebook, Twitter, or Google, you can add LinkedIn to that list, too.
Why is LinkedIn advertising so powerful?
40% of its 575+ million members say they have conversations on the platform every day, according to LinkedIn. These professionals gather on LinkedIn to stay connected and informed, advance their careers, and work smarter. This makes LinkedIn the most effective platform to engage the decision-makers, influencers, and people that matter most to your business.
Powerful, precise targeting
People supply a lot more details on linkedin than other platforms and are more likely to be honest and accurate as they want to portray themselves in the best light to their connections and potential employers, or establish themselves as reliable, authrntic influencers. This means you can finetune your target audience based on location, demographics, skills, interests, and more to achieve the right mix of volume and precision.
Ease of use
LinkedIn’s self-service model, Campaign Manager, is quick to set up, intuitive to use and allows you launch a targeted campaign in minutes. You can set your own budget, choose clicks or impressions, and stop your ads at any time. Intelligently optimise your budgets, bids, and creative to achieve your branding and customer acquisition objectives.
According to LinkedIn, 80% of B2B leads generated through social media come from LinkedIn.
What’s in this eBook?
- Ad placements – what options are available, where they’ll be seen and what objectives they can help you to meet.
- Campaign Manager – getting to grips with LinkedIn’s self-service platform (don’t panic, it’s very straightforward) and setting up Campaigns.
- Budgets and schedules – how to set them up and the options for making the most of your ad budget.
- Ad copy and landing pages – creating headlines, body copy and landing pages with maximum impact.
- Ad specs – character counts, image sizes and CTA optimisation.
- Testing – monitoring the performance of your campaigns to improve future ROI.
Right place – and right time
LinkedIn is becoming slicker all the time. Over recent years, these tweaks to both desktop and mobile have made it easier to find new contacts, interact with connections, do business and navigate the platform.
Along with this, recent moves by LinkedIn to further establish itself as a trustworthy and transparent advertising platform means that there are more eyes on ads than ever before. Most recently, LinkedIn added an Ads tab for Company Pages that will list all the native Sponsored Content ads a company has run during the last six months.
This follows an update in 2018, when LinkedIn changed its privacy settings, allowing users to choose whether or not their email address could be exported. LinkedIn said the Ads tab is the “first of many” planned updates aimed at giving users more information about the ads that run on the platform.
Also in 2018, LinkedIn overhauled its Campaign Manager platform to deliver an objective-based workflow designed for high-volume campaign management and, in early 2019, introduced lookalike targeting and enhanced its interest targeting advertising features to incorporate Bing search data .
If you’re not already leveraging LinkedIn’s ad offerings, now couldn’t be a better time to start!