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LinkedIn advertising: tips, costs, and how does it work

If you want to reach more business owners and decision makers, then LinkedIn Advertising may be a highly cost-effective method for you to consider.

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linkedin advertising

You can reach well defined, highly specific groups of users on LinkedIn, target users by job title, experience and industry and more.  If you are able to define your target audience, then you may be able to reach them by advertising on LinkedIn. It’s worth creating a LinkedIn advertising account and explore who you can target.

How does LinkedIn advertising work?

It is quite straightforward, really.
First, you create your ad. Or better yet, you create multiple versions of your ads that LinkedIn will test, and you can learn which ads perform best.

LinkedIn advert types:

  • Sponsored content – promote a post you have already shared
  • Text ads
  • Video ads
  • Form ads
  • Sponsored InMail

LinkedIn Video ad
This is an example of video sponsored content

Next, you identify the LinkedIn users you want to target. Targeting options include:

  • Job function
  • Job title
  • Job seniority
  • Member schools
  • Fields of Study
  • Company size
  • Company name
  • Company Industry
  • Company connections
  • Company followers
  • Member skills
  • Years of experience
  • Degrees
  • Groups
  • Geography
  • Gender
  • Age

LinkedIn Campaign Manager audiences
With so many options, you can target those most important to your business.

Once you have created your audience you can then save the audience for later.
LinkedIn will ask if you would like to enable the LinkedIn audience network, this will mean that your ad will be shown on the LinkedIn network. You can also enable the audience expansion, this is where LinkedIn will show your ads to similar audiences which you defined.
LinkedIn Campaign Manager expansion
LinkedIn has more recently added Matched audiences, this is where you can re-target users who have visited your website, find out more about this here. You can also upload a list of your contacts (companies or email addresses), see more on this here.
LinkedIn Campaign Manager remarketing

Conversion tracking

Like Facebook and AdWords, you can add the LinkedIn insights tag to your website to measure the success of your campaigns. LinkedIn allows you to optimise campaigns for website visits, awareness, website conversions and leads if you’re running lead form ads.
Learn more about LinkedIn conversion tracking here.

Ad schedule

As always, you decide when to start your advert campaign and when to stop it, you have full control.

Your budget

And finally, you set your budgets. You can set a daily budget, as well as the maximum amount you want to pay for each ad.
You will either advertise on a price per click model, or on a cost per impression, (which means how many times your ad displays, irrespective of clicks). Whether the price model is price per click or cost per impressions, this will depend on the campaign objective.

Measuring results

Once your campaign is live, you will be able to measure the results over time within campaign manager. The more you explore and become comfortable with LinkedIn campaign manager, the easier it will be to navigate and measure results.
LinkedIn Campaign Manager

LinkedIn advertising tips

Here are some easy tips for you to improve your LinkedIn advertising:

  1. Think about your artwork.  Image ads on LinkedIn are highly effective and can get 20% more clicks if they are engaging. Really think about how you can grab your audience whilst keeping inline with your brand guidelines.
  2. Test different versions of your ads to see which ones get the best results from your prospective customers.  You can test different copy, different images, different propositions, and different calls to action.
  3. Do you think questions work?  Yes, they do! Try using questions in your ads.
  4. Create a good landing page.  Your landing page is the page on your website that ad will click through to.  If you are making an offer in your advert, then ensure your landing page repeats the same offer.
  5. Targeting members of LinkedIn groups can be highly successful. They have expressed an interest in your product or service, so it is a pool of warm leads.
  6. Typically you will need to have at least two LinkedIn targeting criteria to reach a well defined audience, for example Industry and Job Function.
  7. However, getting too specific is not a good idea, and a successful campaign will typically have an audience size of at least 100,000 individuals. LinkedIn will tell you if your audience is too small.

How much does LinkedIn advertising cost?

And finally, the big question:  how much does it cost?
Typically, LinkedIn advertising starts at £3-4 per click, however, this can really vary. Be prepared to spend £4-6 per click.
You can set your own budgets, so there is no need for a surprise overspend.
For some industries, such as law or insurance the cost to generate a lead or for a conversion can be less expensive than the Google AdWords equivalent.

How to manage your LinkedIn advertising

The Linkedin Campaign Manager is a tool which allows you to manage both Linkedin Text Ads, video ads, form ads and Sponsored Updates.
Here are some features that will help you meet your advertising goals:

  • A campaign start date has been introduced which allows you to schedule campaigns to start in the future.
  • An easily accessible account overview which includes multiple advertising accounts by Company Page or Showcase page
  • Get a detailed breakout of all social actions on Sponsored Update campaigns (including Likes, Shares, Comments etc)
  • Campaign manager allows you to review your audience insights
  • Visual reporting which depends on the filters the user selects
  • A section to search for specific campaigns
  • For Sponsored Updates, users now post rich media
  • Finally, we recommend adding UTM tags to your website URL’s so that you can measure success in Google analytics against your other marketing channels.

Get in touch if you would like a proposal for us to create a LinkedIn advertising campaign for you.

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