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LinkedIn Advertising Guide: How To Reach Your Audience

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With over 700 million active users, LinkedIn deserves plenty of attention in the world of advertising. Let’s explore some of the key points behind setting up a strong LinkedIn advertising campaign.

Linkedin advertising

With over 700 million active users across more than 200 countries, LinkedIn deserves plenty of attention in the world of advertising. For many years, B2B businesses have explored ways of tapping into this market and have invested small fortunes in perfecting their marketing strategies on the social network. Now B2C businesses are looking to afford more attention to the platform as it begins to adopt more commonplace features like hashtags and stories.

Whether you’re a small business, focusing on B2C or operating in a B2B environment, LinkedIn commands a place in all modern marketing strategies. Not only do brands have the ability to reach highly targeted audiences when using LinkedIn for business, but doing so also has a significant impact on recruitment, brand credibility and positioning.

Digital marketing mix

(Image: Foundation Marketing)

As the data above shows, LinkedIn is a wildly popular platform for leveraging B2B marketing. If you’re yet to create a LinkedIn marketing plan for your business, it’s likely to be highly beneficial for you to explore ways to get your brand out there and noticed by the audience that matters.

Let’s explore some of the key points behind setting up a strong LinkedIn advertising campaign for online marketing managers:

Exploring The Types of LinkedIn Ads

Firstly, let’s look at the types of advertising you can create via LinkedIn. The platform allows businesses to post text ads, display ads, sponsored posts and InMail and dynamic ads, too:

  • Text ads are the simplest to implement on LinkedIn. Thy consist of a short piece of text and businesses can add a small image to accompany the ad - they’re displayed at the top or right-hand side of the user’s screens
  • Display ads take the form of visual adverts that appear on the right side of LinkedIn’s main content.
  • Dynamic ads are displayed in the same area as display ads, but they use the information from a user’s profile to create more personal ad copy to suit them - for instance, the ad may highlight when a mutual connection joined a specific group or a particular company.
  • Sponsored content is displayed in the feeds of users. Businesses are able to utilise it to promote content that they post on LinkedIn profiles or elsewhere online.
  • Sponsored InMail enables marketers to send personalised messages on LinkedIn to specific users. InMail also arrives when the user is online in order to increase the accompanying open rates.

Setting Up a LinkedIn Advertising Strategy

Before you get started with your LinkedIn advertising campaign, it’s essential that you have a coherent functional LinkedIn business page. By creating a business profile, you can build your public image on a global social network while building a foundation of trust among users.

When creating your LinkedIn company page, your designated admins will have access to a range of features such as:

  • The choice to list job vacancies at your business
  • The ability to create specific pages for products, services and events known as ‘LinkedIn Showcase pages’
  • Having the option of creating a career page, which helps marketing teams in telling the company’s story and engaging with prospects, customers and talent
  • Running targeted LinkedIn ads that support wider sponsored content advertising campaigns from your business profile
Linkedin business page

Once a business owner or marketing team has created the business page, they’ll then need to optimise it by adding relevant company data and media. LinkedIn states that a company page with a complete profile attracts as much as 30% more weekly views - so it’s vital not to overlook any fields if you’re hoping to boost your chances of getting in front of your prospects, customers and employees.

Assess Your Marketing Goals

What are you aiming to achieve with your marketing strategy? Business owners need to align their goals with their approach to marketing to ensure that they can be successful. It can be easy to focus on the wrong things when launching a new campaign.

Typical LinkedIn marketing goals can include brand awareness, website visits, gaining job applications, winning engagements and generating leads. Once you’re aware of your goals, you can put the right objectives in place to ensure that you stay on track.

Craft Your Ad Campaign

Your LinkedIn advertising campaigns will be based on a platform that separate from the LinkedIn pages you’ll be used to seeing. On the LinkedIn Marketing Solutions platform you can get started with your campaign and click on ‘Create Ad’ to get started.

Linkedin ads

From here, you’ll be prompted to create a LinkedIn Campaign Manager account - make sure you enter the correct associated LinkedIn Company Page if you have one set up.

Linkedin campaign manager

Once you’ve logged in or created an account, you’ll be directed to your member dashboard. This is where you can enter your billing information to get your campaigns up and running. It’s important to note that you won’t be charged until your campaign is live, and from there, you’ll be charged periodically for ad clicks and other predetermined forms of engagement.

On your dashboard, better known as the Campaign Manager screen, you can see a call-to-action to Create Campaign. Click the button and you’ll be redirected to a page where you can begin creating your campaign.

Decide on a LinkedIn Ad Format

Once you’ve begun creating a campaign that suits your predetermined goals, be sure to take some time to think about your ad format.

Ad format

(Image: Stacey E. Burke)

When you toggle between the ad types, you’ll see that the Forecasted Results box to the right of your screen will change. This feature analyses the parameters of your campaign based on the size of your bid, budget, time frames and targeting among other metrics. It takes into account similar campaigns and advertisers while also simulating the ad auction to generate the numbers displayed.

This box is one of the most important parts of your campaign, and it can give the clearest picture before a new campaign is launched regarding your expected results. Furthermore, some ad types can require you to link to your LinkedIn Company Page, and some tap into LinkedIn translation services.

Pick Your Ad Placement

Now you get to pick whether you want your ad to be displayed on the LinkedIn Audience Network, which gives your campaign more reach and exposure among LinkedIn’s third-party platforms and sites - although it’s important to remember that this option isn’t available for every form of ad.

Linkedin ad placement

(Image: Hubspot)

It’s also possible to choose or block certain categories, applications and sites in the network wherever you see fit.

LinkedIn may have evolved to become one of the world’s most popular B2B networking sites online, but it can also be a haven for both B2B and B2C marketing alike, and through its intuitive advertising interface, creating campaigns that meet your goals and get under the noses of the right users is simple. Just remember to create your campaign with a clear idea of what you want and what you want your successful engagements to bring your business.

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