LinkedIn Advertising: How to Create Effective Campaign

LinkedIn over the years has undoubtedly become the number one professional network, displacing other networks that were well positioned as was the case of Viadeo or Xing. There are two reasons why you have to bet, in my point of view, on this channel in a definitive way:

  • It Represents an Unpronounceable Option for B2B: (business to business) businesses. If your clients are businesses, LinkedIn represents a perfect channel where you can publish content, create productive relationships and carry out advertising campaigns.
  • There is no Need to Fear for its Continuity: Sometimes it happens, that we can be afraid to bet on a channel that can disappear after a few years. LinkedIn right now is one of the most stable social networks at the economic level, due to its triple entry of income: Premium subscriptions, the publication of job offers and its advertising program.

The two Advertising Types in LinkedIn Available

The first thing to comment is the possibility of choosing between two types of ads in LinkedIn. According to the type of campaign that we want to carry out, we would have to bet on one or the other:

  • Regular Ads: This type, I recommend it for more direct campaigns when we want to promote a specific offer or a product in which we invite the user directly to purchase or contract. Normally the CTR is usually low because they are displayed on the side of the screen and we are attacking users closest to the time of purchase. Sometimes we make the mistake of thinking that it is the only viable option when we want a direct return on investment. This is not always the case, since we are forgetting potential clients who have not yet matured their purchase opinion.
  • Sponsored Posts: These are articles that we want to promote on LinkedIn’s own “timeline”. This type of advertising is something more indirect and requires having addressed a topic of interest with the inclusion of advertising content to ensure a return. The CTR is usually higher since we find it in the center of the screen.

The Steps to Create a Campaign in Effective LinkedIn

Once we have seen the two possibilities that we have within reach, let’s see step by step how to create an announcement and some strategic annotations to take into account:

  • The first step is to create an account in the “ads” service of LinkedIn and we will get to the screen where we have to select if we want to make an announcement or a sponsored post. In this case I will select the ad option.
  • Second, I’m going to create the ad itself. I put a name to the campaign to identify it, I select the language, I put the URL of the website or LinkedIn page and I add the image and text for the advertisement. It is advisable to opt for an image (most often a company logo) that is high quality and short, simple and persuasive text that fits with the product or service promoted. In the part below, it shows us the possibility of introducing an ad variation. This is 100% recommended to put two types of ads in competition and see which one works best.

Ad Segmentation: This part is extremely important. Here I recommend having done a previous task and get as much information as possible about the “target” of the ad since the possibilities of segmentation are broad, and the more we segmentemos correctly, the more chance of success we will have. The available segmentations are: Geographical location (country and some cities), sector and size of the company (here we can include and exclude some companies manually). Then we can also include position in the company (very useful to reach the positions that make the decisions that interest us) and seniority within the organization.

Budget and Launch: At this point, LinkedIn shows us the minimum bid, which we will have to respect (I recommend entering the minimum bid). In this we have two options, to CPM (cost per impressions) or CPC (cost per click). Unless it is a 100% branding campaign, I recommend the option to CPC to at least ensure clicks on the ads. Finally, we will mark the daily budget of the campaign and how many days we want to be with the active ad.

Practical Tips to Take into Account

Once we have seen that the process does not have great complexity, I will make some extra annotations to try to help the success of these campaigns:

Take Care of the Reputation of your Company’s Page: I’ve found this sometimes. If you are going to invest in this channel, first look for your page to look good at the design level, be the employees added to this network, share some articles of interest and also have a minimum number of followers. If this is not the case, the first campaign should promote the page itself, before trying to sell anything directly. This is because users at some point, may go to the page of LinkedIn after having clicked on an ad and “everything” must accompany a bit to convince new customers.

Constant A / B Test: Images and texts mainly when it comes to advertisements. And also test A / B in the formats. If you bet at the beginning for an ad, also try a sponsored post and contrast results.

1111ja-HubspotGasta the Budget Strategically: It is good to make some variations in the daily budget to see results and ensure that in some day, the budget is not spent only in the morning to see the results when the campaign is active in the afternoon.

Have you ever tried advertising on LinkedIn? How did it go? Share your all thoughts with me or if you have any question comment on the following section of blog;

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