Online advertising is essential for growing your B2B business. In this, LinkedIn plays a central role. The social platform has 774 million users worldwide. This makes it a cornerstone of any social media marketing strategy for companies targeting a professional audience. Its advertising management allows it to develop its reputation, promote an offer or an event and find new customers. We reveal six tips to help you design your LinkedIn ad campaign.
Our tips for launching an advertising campaign on LinkedIn
Formats, targeting, budget … Before you begin, you need to take a close look at how LinkedIn ads work and the opportunities this advertising platform offers.
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Familiarize yourself with the account structure
First, you need to know the account structure. The goal is to familiarize yourself with how this advertising network works and the various terms used throughout the process.
In concrete terms, LinkedIn ads are designed in the same way as the Facebook advertising manager. The only difference is in the words used. They are divided into three levels:
- Campaign groups, which include the goal of the advertising campaign;
- Campaigns, which include placements, audience, geolocation and language;
Primary audience targeting
As LinkedIn is a professional social network, the targeting criteria are slightly different from those found on Twitter or Instagram. First, you are asked to define a geographic area. This is the only mandatory targeting field.
It is possible to indicate a city, a metropolis, a region or even a country. LinkedIn ads will take care of the location indicated on the user’s profile or their IP address. When analyzing the criteria, the advertising tool shows the audience size, the number of impressions, an estimate of the click-through rate (CTR), and an estimate of the number of leads that could be generated.
You can then refine your target audience using a wide range of elements:
- The companyincluding industry, name, size and number of followers on LinkedIn;
- Trainingsuch as degree, field of study and schools / universities;
- Professional experiencethat is the position within the company, the skills of the Internet user, his years of experience, his hierarchical level;
- Demographyi.e. the gender and age of the target users;
- Centers of interestor the subjects who might attract your attention.
If you don’t know where to start, it might be a good idea to use an audience model. It allows you to target specific groups of people, such as young graduates, marketing managers or business executives. To make sure you’re targeting the right users, it’s best to seek advice from a web marketing agency.
Note that LinkedIn also allows retargeting. The data is reused to address people who have already interacted with your company, for example through your website, your videos published on the company page or even publications. This can also be done by uploading a list of companies or email addresses.
Define clear and precise goals
Then comes the time to define the goal of your campaign. LinkedIn ads offer several:
- Corporate awareness ;
- Consideration :
– visits to the website;
– I commit ;
– video views.
- Conversion :
– lead generation;
– website conversions;
– find candidates.
To choose it, it is important to ask yourself the right questions about the interest and purpose of its campaigns: is it to sell a product? Starting a new one? Encourage my audience to visit my site? Or better to increase the notoriety of my company? These few questions will help you better determine the goal of your LinkedIn ad campaign.
Interested in the different formats offered
LinkedIn Ads offer six ad formats. It must be chosen based on its goal:
- Single image adsingle image ads displayed in the user’s news feed;
- Image ad carousel, ads containing two or more images. They are also published in the Internet user’s LinkedIn news feed;
- video adan ad to promote a video in the news feed;
- Text adtext ads embedded in the right column of the platform or at the top of the main page;
- commercialto promote offers based on the information indicated in the user’s profile;
- announcement of the eventto promote an upcoming event.
Define your budget
Then there is the question of the budget. The first step is to define the amount you want to invest in developing your advertising campaign and how you want to spend it.
Like TikTok, LinkedIn ads offer three types of funding:
- Daily budget, or the amount to be spent daily so that the campaign is transmitted continuously. It is not necessary to specify an end date. To achieve the best possible results, the platform’s algorithm can increase the budget by 50%. Don’t worry, make sure your average daily budget for the entire campaign stays close to the originally planned amount.
- maximum budget, which is the total amount the advertiser wants to spend on the entire campaign. You need to set a start and end date. The LinkedIn Ads algorithm is responsible for optimizing performance based on criteria such as traffic or competition;
- daily and maximum budget, to combine the two previous financing methods. You are asked to indicate the budget you want to allocate for the entire duration of your campaign and an average daily budget. This option aims to help companies maintain control over both the spending rate and the final budget.
LinkedIn Ads run on an auction system. In concrete terms, it is a question of defining the amount that you are willing to pay for a specific action, such as a click. The social platform offers several stock-based pricing methods:
- The cost per click (CPC);
- The cost per thousand impressions (CPM);
- The cost per video view (CPV);
- The cost per submission or cost per submission for Sponsored Posts (CPS).
Create a suitable message
Since the target is different from other social networks, the message is necessarily different too. Please note that we are talking to professionals. The message must therefore be adequate, clear and impactful. It is important to check for spelling and syntax errors before sending it. You must also comply with the advertising rules imposed by LinkedIn ads regarding the accuracy of the ad and contact details, the language used, the products presented and the sensitive content. Although it seems obvious, discriminatory content is prohibited. You also need to be aware of products that cannot be promoted, such as alcohol.
LinkedIn ads can therefore be a significant marketing lever for reaching a B2B audience. The advantage is that they allow you to achieve a wide variety of goals. To get the most out of the LinkedIn advertising network, you can rely on these six tips. To carry out your campaign correctly, it is always possible to contact our web marketing agency.
If you would like to know more about our areas of expertise within the Siècle Digital agency, do not hesitate to contact us using the form on our website.