Advertising on LinkedIn has come a long way. But the platform still does not get the attention it deserves.
With the controversy over Facebook's data and renewed concerns about online privacy, advertisers are looking for alternatives. To be sure, LinkedIn should not consider all of your advertising budget. But it's worth being relearned.
LinkedIn is a social network with over 500 million users worldwide. It is oriented towards professionals. He has happily become more informal over the years – professionals with casual business. And because it's for professionals, you can bet that it's possible to target all business.
In this post, I will discuss what LinkedIn ads can do.
There are three options for LinkedIn self-service ads: sponsored content, text ads, and sponsored email. The choice depends on the goal, although there is some overlap.
This is similar to ads on Facebook. Promoted content ads appear directly in the LinkedIn user feed. The ads look like a normal message. They usually include a large picture or a video and a short text. You can add short links and incentives to action, similar to an advertisement on Facebook. Just like Facebook, you will need a connected page to serve ads. So make sure your company's LinkedIn page is complete and up-to-date.
Here are the original LinkedIn advertisements. They appear on the right side of the site. They include a 50 × 50 image, text and a link. It's better to stick to sponsored content, but text ads always work with a clear call to action.
Promoted InMail ads appear as messages in users' LinkedIn inboxes. They are similar to Gmail ads, except that users are notified of these messages. They are almost identical to a standard InMail message (non-advertising). These are effective, but they also tend to annoy users, encroaching on their personal space.
Interest rate options
LinkedIn ad rates are calculated in the same way as other ad networks. You can pay according to:
- The number of clicks ("cost per click" or "CPC"),
- Every 1,000 Impressions ("cost per thousand" or "CPM" – "M" is 1,000 in Roman numerals),
- Number of InMail messages sent ("cost per shipment" or "CPS").
LinkedIn ads are more expensive. They range from $ 7 to $ 12 per click. This has always been one of the biggest detractors of LinkedIn advertising. This means that you need to focus on a complete and waterproof funnel. Sending LinkedIn users on a poorly planned page or not having a clear goal will ensure failure.
Targeting and Tracking
Targeting is where LinkedIn shines. In terms of privacy, LinkedIn only allows targeting based on clear actions and public information of a member. There is no implied interest or use of third party data. Instead, targeting is based on what members have chosen to disclose, such as industry, title, degrees, and schools. This should allay the concerns of users and advertisers.
If you have an idea of your ideal clients – such as their industry, seniority, marital status, age and education – you can target targeted ads to LinkedIn. You could, for example, target former students of the University of Central Missouri (my school) who work at Pepsi in a marketing function. You can create this targeting combination and mention it directly in your ads.
The ability to track conversions is probably the biggest improvement in LinkedIn ads. You no longer have to rely on users who say they come from LinkedIn, or a UTM spotty follow-up. Now, there is a pixel. It's easy to set up, and it's a must for any LinkedIn campaign that sends your site to users.