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Published on 26.09.2024 by Tracey Chizoba Fletcher
LinkedIn is a great place to market your business. Statistics indicate that the audience on LinkedIn has twice the buying power of the average site. That’s why it should be part of your social media marketing strategy. If you are starting LinkedIn marketing, one option to consider is using ads.
With over 1 billion users, LinkedIn ads enable you to reach a vast audience. They can be a good choice for reaching your target audience, finding new leads, and promoting your brand. This article will guide you in using LinkedIn ads to take your brand to the next level. We will also share some of the best practices while using these ads.
LinkedIn ads run on the social media platform with the aim of reaching the target audience. The ads can range from a boosted post to a comprehensive campaign aimed at a well-defined audience. The good thing about LinkedIn ads is that they allow you to create highly targeted ads according to criteria such as job title, company size, and industry. That said, there are different types of LinkedIn ads. These include:
These native ads are usually shown in the user's desktop and mobile LinkedIn feed. They appear like regular posts but with the Promoted label, distinguishing them from the other types of content. The Sponsored ads can be in different formats, such as:
With sponsored messaging, you can send personalized messages that target your target audience. These ad formats are usually categorized into conversation ads and message ads. They appear as DM messages in the users' inboxes and include a call to action button leading users to an external website link. Users are more likely to see these ads since they don't appear in the highly crowded feed. In fact, according to LinkedIn, this ad has the highest engagement rate.
Text ads are the simplest form of LinkedIn ads as they are usually clear and to the point. They only feature a simple headline, a small image, and a short description. While they may lack the color and glamor of the sponsored ads, they are beneficial, cost-effective, and appear prominently on the LinkedIn page.
These are great ads for personalizing and automating your campaigns. They are, therefore, an excellent choice for brand awareness, conversion, and driving traffic. Also known as Spotlight ads, they feature the name of the target LinkedIn user. That enables them to catch their eyes and leave a lasting impact.
LinkedIn has an objective-based advertising model where advertisers can choose the objective they want to build their campaign around. That lets them use LinkedIn to meet their business goals. Therefore, businesses can create ads targeting the three sales funnel stages. These are:
Advertising in this stage aims to make LinkedIn users aware of the existence of your business and position it as an expert. That means you will aim to get people to talk about your brand when you run ads for the awareness stage. Some of the goals of running this kind of impression-based marketing can be to:
All the ad formats we discussed earlier can help to increase awareness. However, single-image and carousel ads are the most effective ways to achieve this goal.
A consideration ad is a good choice for targeting an already familiar audience with your brand. That means when running these types of ads, you can have different objectives, such as:
There are different ads that can help you nurture leads in the mid-funnel. These include videos, conversations, carousels, and text ads.
Conversion ads aim to convince users to take action as they are already familiar with your brand. The aim could be generating leads, making sales, reaching job applicants, or boosting your job search on Linkedin. These ads can have different objectives, such as:
Some of the ads that can help you achieve these goals are:
Follow the steps below to set up your LinkedIn ad:
To increase your chances of success when creating LinkedIn ads, there are several tips you should follow. These are:
You want to ensure that you create an ad that speaks directly to your audience, inspiring them to take action. One ad format that is good for doing this is dynamic ads. However, even as you personalize your ad, you want to avoid making your audience feel like you are spying on them, as you may lose them.
While LinkedIn allows you to create a maximum of 15 ads for a campaign, they recommend making at least three ads for split testing. You can change a few things, like the headline and the call to action, to find your best-performing ad. This is one of the fastest ways to grow your LinkedIn account.
When bidding for a LinkedIn ad, you can easily be tempted to bid in the suggested range. However, this may not be a good strategy for a higher click-through rate, as you will not have an edge over the competition. That is why we recommend bidding 10% higher than the suggested range. Doing that will help you increase your average click-through rate and, at the same time, compete with others.
If your goal is to get the highest return on investment, it's advisable to bid within the suggested range. Bidding higher will mean you will not receive the best value for money while bidding lower will result in fewer impressions. To get the best ROI, we advise you to bid within the suggested range.
Like other social media sites, many LinkedIn users have a short attention span. That's why creating content that is concise, useful, and creates a sense of urgency is advisable. The ad should have a clear call-to-action. Therefore, every word in your ad should add value and showcase the value you want to offer.
When you have good targeting for your ad, you can improve its performance. Refine targeting your ad to enable it to resonate with your audience.
To ensure the excellent performance of your LinkedIn ad, you should avoid several mistakes. These are:
When creating a LinkedIn ad, you should talk to the person reading the ad instead of talking about your company. You want to use a timely message to get leads that solve the audience’s problem. Therefore, use ad messaging that shows you understand the audience’s situation and have a solution.
During the early days of an ad campaign, you can expect to see high fluctuations. If you rush to see results, you can be tempted to start adjusting your campaign. However, this is wrong as LinkedIn takes a few days or weeks to determine the right audience for your campaign when they are online, and the best context for showing them the ad.
That means if you adjust the campaign before the learning phase is over, this can impact the LinkedIn algorithm's ability to understand the ad and its target audience. Therefore, avoid making significant changes to your ad audience, budget, or format before seven to ten days are over. Otherwise, you might be taking your ad back to the learning phase.
When you create an ad that focuses on driving traffic, there is a chance that it may not deliver your desired results. This is because LinkedIn gauges the performance of an ad by considering different metrics such as likes, shares, comments, and click-throughs. The ads with the highest engagement are given the highest engagement.
When you invest a lot of money in your ad’s learning phase, you will blow the budget before you are provided with precise results. Most ads also have a frequency cap limiting the number of people shown the ad every 48 hours. It is advisable to create multiple formats of an ad to see which one brings the best results.
Social media advertisements sometimes feel like they do not generate the desired results. However, this can be attributed to most advertisers using the wrong approach. With the right LinkedIn advertising method, it's possible to get your desired results with social media advertising. By following our guide above, you can quickly get a high return on investment in your LinkedIn ads. We also recommend you learn how to boost your career by growing your Linkedin followers.
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Unless you’re Kylie Jenner, you do need some help with social media. The more followers you get on platforms like Instagram and Twitter, the more influential you get. Having the power to influence people’s opinions is not only impressive but can also be very profitable. The bad news is that everyone wants to be famous and influential these days, but only a few can succeed. The good news is that you can be the chosen one who will get social media fame and everything that comes with it. But, for that, you need a little help from your friends from SocialWick.
With our help, you will increase the number of followers on social media, which will have a domino effect and bring you even more new followers. Once people see that you got big followership, they will decide to give you a follow. "If a profile has so many followers, it means that it’s interesting" – you can be sure this is going to be their reasoning. Furthermore, more followers mean a better ranking on search engines. And that means more potential customers/clients for your business. Finally, a large number of followers also do great for your credibility. Our social media services will help you to create a better overall picture of your brand.
Let’s be honest; a business with 30,000 followers is much more credible than one with 74 followers. And that’s exactly what potential customers will pay attention to. A weak social media profile can be a real deal-breaker. At the same time, a fantastic social media profile can do wonders for your company. And SocialWick can make your social media profile amazing!