LinkedIn is one of the largest social networks in the world, already having a considerable number of active users.
Currently, there are more than 300 million members, focusing on the business market. Furthermore, networking is one of the best tools for winning business opportunities .
Therefore, advertising on LinkedIn is a great alternative for you to find quality business and contacts.
The great advantage of advertising on this network is the ability to find high-quality businesses . According to the company , 80% of users use LinkedIn as their main way of networking . The reason for this is to build a reliable network of contacts, in addition to finding important answers to key questions.
LinkedIn’s advertising platform is similar to that found on Facebook , as it is integrated into the social network itself.
Why invest in LinkedIn Ads?
Currently, on LinkedIn, you can find representatives from any segment with which you want to do business. And, most of these professionals occupy positions on the boards of organizations , as managers of their respective areas or even own their own companies.
According to a study by Linkedin Audience 360 , 4 out of 5 professionals on this social network make business decisions. Not to mention the choices of suppliers for the segments in which they operate, the employees themselves have great potential for your brand.
How to advertise on LinkedIn Ads?
Now that we understand LinkedIn Ads ad formats, it’s time to learn how to get your hands dirty. Follow along!
1. Create a Company Page
First of all, you will need to create a company page on LinkedIn, as without it it is not possible to run any advertising campaigns.
To do this, you just need to have a personal profile on this network. Afterwards, follow the following steps:
- click on “Solutions” in the top right corner of your page;
- select “Create a Company Page” ;
- Enter the name, choose a URL and accept the terms of official representation of the brand.
Afterwards, you will still need to provide some data, create a description and insert your company logo.
2. Access the Campaign Manager
After creating your Company Page, it’s time to access LinkedIn Campaign Manager . At this stage, you will be able to choose the name of your campaign.
Remember: this title can ensure greater ease of viewing and identification.
LinkedIn even offers the functionality to create links with other advertising campaigns.
3. Define the objective
What is the objective of your campaign? Do you want to strengthen your business’s brand awareness or generate more leads ? Thinking about making this work easier, LinkedIn itself already informs some of the most common goals to better target your actions .
Important: choose the option that truly reflects your company’s objective. Otherwise, the tendency is for the results not to occur as expected, and the budget not to be used in the ideal way.
4. Select the ad type
Now is the time to choose between the formats we saw previously:
- Sponsored Content;
- Dynamic Ads;
- Text Ads;
- Sponsored InMail.
5. Segment the audience
LinkedIn Ads is a little (very) different from other social networks when it comes to segmentation. Why? It is not limited to segmentation by behavioral, demographic or geographic profile.
From campaigns, it is possible to reach the desired audience through professional targeting , did you know?
See below what segmentations are available:
- location: only people in a certain region;
- company name: only employees of a specific company;
- company sector: only employees from a certain sector;
- company size: only people from companies with a specific number of employees;
- position: only professionals in the selected position;
- level of experience: only professionals with the desired level of experience;
- skills: only professionals with the selected skills;
- educational institutions: only professionals who attended a specific educational institution;
- training: only professionals with the desired training;
- groups: only professionals who participate in certain groups on LinkedIn;
- gender: only professionals of the selected gender;
- age: only professionals in the selected age range;
- years of experience: only professionals with the desired experience.
6. Write the ad
Time to get your hands dirty! Time to create the image, text and message you want to convey to your audience.
Don’t forget who you want to reach with your media, who you want to contact, or who you want to click on your ad.
Important: The ad title has a limit of 25 characters. The body of the content is limited to 75 characters. Objectivity when creating the text is essential: the more relevant the information, the greater the demand for access.
Ah, another golden tip! Inserting a CTA within your ad copy, such as “Download your Ebook” or “Receive a free sample”, also guarantees an improvement in the click-through rate .
7. Set the budget and schedules
We have reached the last stage, time to define your budget and when the campaign will run.
For payment, LinkedIn Ads has two bidding options:
- CPC (cost per click): you will specify a maximum amount to pay for each click given on the ad. Remember that CPC is an auction, meaning your ad’s reach will be greater if your bid is higher;
- CPM (cost per thousand impressions): You will pay the bid every 1000 times your ad is shown, regardless of the number of clicks received.
You will also have to fill your maximum budget. Here, LinkedIn will inform you what the minimum is for this campaign and will give you tips on values for CPC and CPM.
Then, choose the start and end date of your campaign and the total budget, which is the maximum you intend to spend on the campaign.