By Mike Gingerich
LinkedIn Ads platform offers a way to target ads to specific demographics on the LinkedIn platform.
LinkedIn Ads are not a new offering. However, the majority of marketers haven’t understood how to use or make the most of these ads.
How could you use LinkedIn Ads to generate leads and grow your business? And why should you consider LinkedIn ads in the first place?
Benefits of LinkedIn Ads
LinkedIn is home to nearly 400 million professionals: Where else would you find 400 million professionals gathered in one place? This makes LinkedIn the best possible platform to market to professionals anywhere around the world.
LinkedIn, like most other social networks, does a fantastic job of collecting useful user data. From names to age and geographic location, you’ll find it all there. Even better, LinkedIn provides the professional data many businesses need, including users’ job titles, company names, industries, skills and academic credentials.
Highly qualified leads
Of all social media networks, LinkedIn leads are the most qualified. There are several explanations for this, but the main reason is that LinkedIn users are full-fledged professionals.
Choose from a range of ad types
LinkedIn currently offers five main types of ads: Self-serve ads, display ads, video ads, dynamic ads and Marketing Partner ads. Under self-serve ads, you can choose from sponsored content, text ads and sponsored in-mail ads. This range of options means you have more control over your campaign.
Ad campaign steps
I assume you already have a LinkedIn user profile. If you don’t, begin by creating one. You’ll also need a Company Page to run Sponsored Ads. With that done, proceed as follows:
- Step 1: A campaign manager account lets you see your account overview, use campaign search, target your ads, use reporting tools and schedule campaigns.
- Step 2: For a standard campaign, you’ll be running self-serve ads. Still, you’ll be asked to choose between sponsored content, text ads or sponsored In-mail campaign. Whichever option you choose, you’ll then create a campaign name and choose a language.
- Step 3: Campaign Manager will walk you through the entire process of creating ads for your chosen campaign.
- Step 4: LinkedIn gives you a range of targeting options including location, school names, company names, skills, job functions, and more. Make sure to choose the targeting parameters related to your campaign.
- Step 5: Ads are billed per click, per impression, or per send for sponsored In-mail ads. If you choose per send billing, you’ll only pay when the message is delivered. You can set a bid price and daily limit for CPC and CPM campaigns, and even choose a start and finish date for your campaigns.
- Step 6: Set the campaign to go live. Remember to monitor every detail carefully, recording impressions, clicks, and spend on a daily basis. Then, use the data to refine your campaign.
LinkedIn is an excellent way to connect with businesses that need your products and services. You will only spend what you budget for ad spend; however, it should be noted that LinkedIn ads in my experience typically have a bit higher cost per click than Google Ads or Facebook Ads. If posting on LinkedIn alone isn’t getting you the attention and leads you want, then advertising on LinkedIn may be just what you need.