How to Use LinkedIN Ads to grow your business

Introduction

LinkedIn is one of the most popular social media platforms for professionals and businesses. With over 800 million members, the platform provides an opportunity for companies to connect with their target audience and generate leads. 58% of marketers say that improving lead generation is one of their top digital marketing goals. 80% of B2B leads are generated on LinkedIn. In this article, we will discuss the best practices for running successful LinkedIn ads.

Define your objective and target audience

The first step in creating a successful LinkedIn ad campaign is to define your objective and target audience. Ask yourself, what do you want to achieve with your LinkedIn ads? Do you want to generate leads, drive traffic to your website, or increase brand awareness? Once you have a clear understanding of your objective, you can create ads that are tailored to your goals.

Additionally, you need to define your target audience. LinkedIn provides powerful targeting options that allow you to target users based on their job titles, industries, seniority, company size, and more. Ensure that you target the right audience that is relevant to your business and the ad campaign objective.

Set the right budget and bidding strategy

Setting the right budget and bidding strategy is crucial for the success of your LinkedIn ad campaign. LinkedIn offers different bidding options, including cost-per-click (CPC), cost-per-impression (CPM), and cost-per-send (CPS). The bidding option you choose depends on your ad campaign objective and budget.

Additionally, set a realistic budget that aligns with your ad campaign objectives. Ensure that you monitor your ad campaign performance regularly and adjust your budget and bidding strategy based on the results.

Use the right ad format

LinkedIn provides several ad formats that businesses can use to promote their products or services. The ad formats include sponsored content, sponsored InMail, and display ads. It is essential to choose the right ad format that is relevant to your ad campaign objective.

Sponsored Content:

Is the most popular ad format and appears in the LinkedIn newsfeed. It is an effective way to promote your content and increase brand awareness. LinkedIn will label them as “promoted”, similar to google, to distinguish them from regular content. When advertising with Sponsored Content use LinkedIn ad types like carousel , single image, or video to appeal to your audience.

Sponsored InMail

Also referred to as sponsored messaging, is a LinkedIn ad format that allows businesses to send targeted messages to their LinkedIn connections. It is an effective way to generate leads and drive conversions. This is perfect for promotions, special events, and sending important details about your business. While many LinkedIn users say they prefer companies keep in touch via direct message, LinkedIn caps how many sponsored message ads you can send per month. So, you must used this format sparingly.

Text Ads

Show up along the top and right-hand side of LinkedIn’s desktop feed and are a good option if you’re looking to build strong leads with a professional demographic. LinkedIn Text Ads can be a way to cast a wide net on a budget.

Dynamic Ads

Run in the right rail of LinkedIn and reach your audience through personalization. When a Dynamic LinkedIn Ad pops up, the member’s own personal details, such as their photo, employer’s name and job title, are reflected back to them.

Create engaging ad content

Now that you have chosen the right ad formats, it’s time to create your ad content. Creating engaging ad content is crucial for the success of your LinkedIn ad campaign. Your ad content should be compelling and visually appealing to grab the attention of your target audience. Use high-quality images, videos, or graphics that are relevant to your ad campaign and that will resonate with your target audience.

Additionally, ensure that your ad content is concise and clear, highlighting the benefits of your product or service. Avoid using advanced industry jargon and technical terms that might confuse your target audience. Instead, use simple and straightforward language that is easy to understand.

Test and optimize your ads

Testing and optimizing your ads is critical for the success of your LinkedIn ad campaign. A/B testing is an effective way to identify the best performing ads and optimize your campaign for better results. Test different ad formats, ad content, targeting options, and bidding strategies to identify the best-performing ads.

Additionally, monitor your ad campaign performance regularly and make adjustments based on the results. Optimize your ad campaign based on the metrics that matter most, such as click-through rate (CTR), conversion rate, and cost per conversion.

Monitor and analyze your ad campaign performance

Monitoring and analyzing your ad campaign performance is essential for the success of your LinkedIn ad campaign. LinkedIn provides robust analytics tools that allow you to track your ad campaign performance and measure the impact of your ads.

Campaign Manager is the LinkedIn tool you use to manage your ad campaign. It will help you oversea all aspects and the performance of your LinkedIn ad campaigns. The first thing you’ll see when you login, is the dashboard for all your LinkedIn ads. You’ll be able to review performance metrics, access charts and demographics, and export the data.

Use this analytics tools to monitor your ad campaign performance regularly and identify areas that need improvement. Analyze your ad campaign metrics and make data-driven decisions.

Conclusion

With LinkedIn Ads you have the opportunity to reach professionals and generate quality leads. With over 800 million users, this social media platform has created an eco-system for generating leads. 80% of B2B leads are generated on LinkedIn and so if you sell B2B products and services, you need to be on LinkedIn. If you’re going at it alone, start here and create a LinkedIn Ad Account. If you need help managing advertising on LinkedIn, contact us here.