To advertise on LinkedIn, the first thing you need is to have a personal page. To do sponsored content campaigns, you also need to have a company page. But even if this format does not interest you, my recommendation is that you create it anyway to have a brand presence on this network. Also, users may search for it after viewing your ads.
Once these basic requirements have been met, you just have to follow the steps below.
Create An Account In Campaign Manager
This specialized tool allows you to manage your advertising on LinkedIn. The interface to create an account is very intuitive and will only take you a couple of minutes. Remember that you can create several accounts at the same time if you need it (for example, to manage ads in different currencies).
Choose The Type Of Ads You Prefer
You can combine several formats in the same campaign to generate maximum impact. If you choose sponsored content, you will also have to decide which call to action you prefer: use LinkedIn’s standard lead generation form or direct users to your own website or content. In this step, you will also have to select the name of the campaign and the language of the public to whom it is addressed.
Create Your Ad
Campaign Manager has an ad creation tool that guides you through all the steps of the process and informs you about image sizes, number of characters and other requirements. You just have to follow the instructions to create your first ad. Ready!
Choose The Right Segmentation
We come to one of the key aspects of advertising on LinkedIn: correctly segmenting your ads. Since LinkedIn has a wealth of professional information about its users, you can choose from a large number of options to ensure that your advertising reaches the right audience.
Among the basic options, you can find the location of the users, the name of the company they work for or the university where they have studied, the position they hold and their skills. You can save a template with preselected options to use in your future campaigns.
Choose The Budget And The Right Schedule
Here you can choose your LinkedIn Ads campaign budget, starting from a minimum of $ 10 per day. You can choose between a cost per click, cost per thousand or cost per opening model (for sponsored InMail messages). Likewise, you can also set the start and end dates of the campaign.
Within this same step, you can enable conversion tracking (registrations, installations, downloads or purchases) to better measure the results of your ad later.
Your first LinkedIn advertising campaign is already in the air. Remember that you can use the Campaign Manager to keep track of the key metrics of your ads and optimize them as the campaign progresses.
Here Are The 7 Tips To Better Advertise On LinkedIn
Segment By Groups
One targeting option for advertising on LinkedIn that you can’t miss is to filter users based on the LinkedIn groups they belong to. To hit the right groups, you’ll have to do a little research before launching your campaign, but the effort is worth it.
Optimize The Text Of Your Ads
LinkedIn is a professional network, okay, but that doesn’t mean you have to resort to business lingo. If you want your ad to attract clicks and conversions, look for a simple and easy-to-understand message at first glance, but one that demonstrates your industry knowledge.
Includes Relevant Images
Compared to other social networks like Instagram or even Facebook, it may seem like LinkedIn is still poorly visual. But that does not mean that you can rest on your laurels when it comes to the images in your ads. Look for attractive designs that capture attention and are related to what you offer.
Take Advantage Of Video Ads
According to data from LinkedIn itself, video content on company pages is 5 times more likely to generate conversation than text articles. As it is a novel format, video can be very effective in your advertising campaigns on LinkedIn.
Correctly Manage Your Budget And Bids
If you choose the cost per click (CPC) option when setting up your campaign, you will have to decide the maximum cost that you are willing to pay per click. In the CPM version, you will pay the chosen amount each time your ad is shown 1000 times. In any case, evaluate the option that best suits your objectives and decide how much you want to invest before starting.
Do Tests And More Tests
Text and display ads let you play around with different settings to see what works best for your target audience. Take the opportunity to do A / B tests and optimize your campaigns.
Thanks to the conversion tracking tool, it’s easy to link your LinkedIn advertising to your KPIs and justify the investment.