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by Jamie Hallitt on 17th July 2014
LinkedIn advertising can be a very powerful tool if it’s used to its full potential. There are five main approaches to using LinkedIn Ads, each with their own outcomes and end goals. The concept behind LinkedIn’s advertising platform is very similar to Facebook’s; you can create static image and video ads that appear in various parts of the page, or you can choose to promote your content via your target audience’s news feed.
Find out more about Facebook advertising here.
As with any form of advertising, a typically “good” way to get a high response rate is to give something away for “free” (i.e. a free whitepaper in return for an email address or phone number) for example:
You should have a landing page set up and specifically optimised for the action you are trying to get the user to make. For example, the advert above for a free content marketing whitepaper should go to a page that allows users to download the whitepaper straight away, such as this one.
In return, you get their contact details, which will allow you to follow this up with a call or email – moving them further along the sales process.
When advertising to local businesses, a great way to increase your Click-through Rate (CTR) is to create ads that relate specifically to the location you’re targeting. The example below shows how you can tailor your ads to your target audience’s location.
The location targeting for LinkedIn Ads is not perfect though, as you can’t choose to target small towns and villages, and not all of the cities you want to target will be available as an option. This means that you may have to settle with choosing a wider, less-targeted audience across several towns, which can still be very effective.
You can also build extremely targeted campaigns and create ads that are really specific and relevant to your audience. For example, you could target a selected industry in a specific town and show them an ad saying “Want to appear 1st for XXX in XXX?” etc:
When building these highly targeted campaigns, you will need to ensure that you have plenty of budget to work with. Your budget is set at campaign level, which means that for each location and industry you target, you will need a separate budget. There is also a minimum budget of $10 a day per campaign and the minimum cost-per-click (CPC) bid is $2.00/click.
Despite the minimum budgetary requirements, these campaigns can be extremely successful due to the relevance that the ads hold to the target audience. This is likely to generate a high Click-through Rate and – if the ad is truthful and the landing page is optimised – the conversion rate can also be high too.
If you work within a very competitive industry, it often pays to be reactive as well as proactive; if you’re able to respond to industry changes quickly then it will pay off.
As the above example shows, these ads will help you to stand out from your competitors. They are perfect for building up a good reputation online as it shows that you are well-established and you have your finger on the pulse.
The example shown is an ad that Koozai could use in order to reach out to anyone who has been hit by one of Google’s recent algorithm updates – in other words, if you suddenly went from being on the first page of Google for your main keywords, but disappeared suddenly from the search results. In this situation website owners will most likely panic and look for a solution to get their site ranking in Google again, so this ad would be ideal.
You can now sponsor your posts, which is very similar to Facebook’s promoted posts, whereby you can pay for an update to be shown to LinkedIn users based on:
These sponsored posts appear about third or fourth in the newsfeed on the LinkedIn Home page and it’s not hugely obvious that they’re ads, as most people don’t spot the “sponsored” label. You can choose between a CPC or CPM model and schedule end dates for each post.
To find out more about LinkedIn Advertising, or to learn about Koozai’s social media management services click here.
Social Marketing via Bigstock
Jamie specialises in building, managing & optimising SEO and PPC campaigns and has three years of experience in Digital Marketing. He has a particular interest in the professional services sector and multi-channelled eCommerce campaigns, focusing on ROI and conversion optimisation.