A LinkedIn Advertising Guide For the LinkedIn Ads Platform

LinkedIn ads are incredibly useful tools which increase the number of customers attracted to your brand. Many of those using ads strategically on LinkedIn have been both successful and profitable. This LinkedIn advertising guide will help you develop an effective LinkedIn advertising campaign that will introduce more B2C or B2B clients to your brand.

LinkedIn advertising guide: The types of ads

Text ads are the most basic LinkedIn advertising format. These ads are the original pay-per-click option offered by LinkedIn. They usually appear below the search results and contain just a headline and a short description.

linkedin text ad example

This simple format is ideal for marketers who have limited budgets, lack creative resources, or just want to keep it simple.

LinkedIn sponsored content

Sponsored content are the promoted posts that appear on the news feed of your target audience. You can either promote an organic post or create a directly sponsored one. The latter is not visible on your company page and is viewable only by your target audience, such as the one below.

linkedin advertising example

This format is useful for directly reaching out to your target audience within their feed. It can also be used in conjunction with Lead Gen Forms to seamlessly capture leads through your content.

Sponsored InMail

This type of ad consists of personalized promotional content sent to your target audience through LinkedIn’s InMail messaging service. These ads run in a similar manner to the Paid InMail service available to LinkedIn premium account holders. Targeted users can only receive sponsored InMail when they are active on LinkedIn.

LinkedIn video ads

LinkedIn introducing native video to its platform in 2017, opening the door for the entry of video ads. The site is currently running a closed Beta test for video ads. These ads have an autoplay function and are marked ‘Promoted’ to distinguish them from regular videos. LinkedIn plans to make this ad format widely available within the first half of 2018.

LinkedIn advertising guide: Creating your campaign

To begin creating your LinkedIn advertising campaign, go to the Campaign Manager. Here, you will be directed to choose which ad format you want to use. After choosing the type of ad, set up the basic parameters of your ad campaign, such as the title and language.

Once you have specified the parameters of your ad you can begin to fill in the details. Carefully consider each section, like the title and the image.  At this point, you should consult the useful tips that LinkedIn provides for writing your ads.

linkedin advertising setup

LinkedIn lets you create up to 15 different variations of your ad, each with a different headline, body, and image. You can then run all these iterations at the same time to determine which one works best.

Targeting your LinkedIn ads

LinkedIn provides a large variety of targeting options to define the audience for your ad, including:

  • Companies that the audience work at.
  • Job titles and positions they currently hold.
  • Schools they have attended.
  • Skills that they have noted.
  • Groups they have joined.

Take full advantage of these targeting options to narrow down your audience and focus your ad.

LinkedIn provides additional targeting options to help your ads capture a larger audience:

  • Audience Expansion: Lets you show your ads to other users who have similar attributes to your core audience.
  • LinkedIn Audience Network: Allows you to exchange your LinkedIn ads through third-party publishers to other premium publisher sites.

Explore how these two options will boost the reach of your ads.

Bidding on your LinkedIn ads

LinkedIn follows the second price auction model to determine how much you have to pay for the ad space you bid on. This means that you only need to pay the minimum amount required to beat the second highest bidder.

For example, if the second highest bidder placed a bid of $3.22 for your target keywords, you only pay around $3.25 should you win the bid. Here are some bidding tips to take advantage of this system:

  • Bid high: Bidding at least a dollar above the suggested range gives you a comfortable margin over other bidders.
  • Choose the right type: Cost-per-click works better for action-oriented campaigns, while cost per impressions is more suitable for branding campaigns.
  • Daily budget cap: A low budget cap might not be able to deliver the desired number of impressions and clicks to your ads.
  • Adapt your bids: When your campaign starts gaining impressions, switch to CPC from CPM bids to slow the pace of your spending.

By using these strategies for how you bid on your LinkedIn ads, you will not only spend less, but also ensure the quality of the ad reach you bid for.

Making your LinkedIn advertising campaigns more effective

When writing your LinkedIn advertising copy, avoid using too much jargon. Take the sample language of the post below as an example. Ads with simple language and a clear message will allow your audience  to engage better with your messages.

Directly ‘calling out’ to your target audience in your ad copy works well to get their attention. If you are targeting people with a specific job title, include this specific title in parts of your ad copy. These tactics can help prevent unwanted clicks from the wrong audience.

Compelling images also help draw more attention to your LinkedIn ads. Choose images that are directly relevant to what your ad offers. The above ad makes use of a simple image that fits very well with its content.

Boost your LinkedIn advertising

Engaging your audience frequently increases the prominence of your LinkedIn ads. By effectively interacting with your audience, you will attract a lot of positive comments. This increased interaction will ensure that LinkedIn favours your ads, displaying them more prominently.

Take advantage of this strategy, because as they promote your ads, LinkedIn will also boost the prominence of your Linkedin page. A larger following will show that you are a prefered provider. Purchase Linkedin LinkedIn Connections or LinkedIn company followers to give your page that extra push. This will convince more of your audience to respond to your ads.

Ensuring the performance of your LinkedIn advertising

Regularly testing your LinkedIn advertising will allow you to track performance and tweak them when necessary. Here are five split tests that you can regularly run on your ads:

  • Testing images: Test different variants of the same image subject to determine which performs best with your audience.
  • Refining ad copy: Look into which synonyms of your ad copy are better received by your audience.
  • Statistics: Test sponsored content with a statistics in the copy and without to see which one your audience responds to best.
  • Character count: Create ads of varying lengths.
  • Text overlays: Play around with the text on your ad images to see which layout drives more clicks and impressions.

Run these split tests for at least two weeks to get a good amount of data and better assess the performance of your ads.

LinkedIn advertising as part of your overall marketing efforts

Place your marketing activities in line with your audience’s LinkedIn habits. This will ensure that you become part of their LinkedIn routine. Make people more familiar with your ad’s value proposition by using LinkedIn’s other promotional tools, including:

These platforms augment the message of your advertising, making them effective at attracting more customers. Toyota uses these value proposition ‘spreaders’ to talk about the improvements that they have made on their vehicles for the benefit of their audience.

Connecting your LinkedIn advertising with your other social media campaigns is another way to increase awareness. Make sure that all these campaigns present the same clear message and image. This helps you capture your target audience wherever they are.

Attract B2B and B2C clients with LinkedIn advertising

Placing your ads on LinkedIn in a strategic manner will help you increase interest amongst your target audience. To be even more strategic:

  • Use the right ad: Study your target audience closely to determine the exact type of ads they will respond to.
  • Proper campaign set up: Make sure your ad targeting is as specific as possible and strategize your bids to get prime ad space.
  • Creating compelling ads: Experiment with different variations of your LinkedIn ads to determine which version your audience responds to best.
  • Develop your customer experience: Place your ads within the context of your larger marketing campaign to create a more involved customer experience.

By following these steps, your LinkedIn advertising campaign will be able to generate more clicks and conversions from your customers. Still need more hlep for your larger LinkedIn goals? Here’s on of our articles on 5 more ways to do LinkedIn advertising.