Advertising on Linkedin – get to know all the features and possibilities (Part 2)

With over 750 million users, it is the largest social network for professionals. LinkedIn ads In the first part of the article, you learned what forms of advertising Linkedin offers and basic information about choosing the targeting option on Linkedin.


Advertising on Linkedin more precise targeting

You have already learned about the most popular ad targeting features on Linkedin. But why not use more than one feature for one campaign? In this way, you will be able to target your ad to a narrower target group. The most effective way is to use several filters to target your LinkedIn ad.

A good approach is to start at a level in the hierarchy and add a filter of years of experience to increase your chances of reaching real decision makers in your organization. This strategy is more effective than using job titles as it does not rule out non-standard jobs.

Remember not to narrow your targeting too much. While all the options available sound appealing, too narrow a group has its dangers as well. To run an ad campaign on LinkedIn, your audience must have at least 1,000 members.


Advertising on Linkedin: The content of the ads

You might have the best targeting in the world, but if your content doesn’t have a clear message, no one will click on your ad. It’s important to post content related to your business, not just content that you think will be clicked frequently.

A common mistake users make with LinkedIn ad campaigns is focusing too much on impressions and not enough on the content and strategy of the campaign itself.

The content on LinkedIn that is gaining a lot of interest is usually more general content, such as Top 10 Tips / Rules / Mistakes lists. But although the authors of such content gain reactions, likes, comments and the reach of their profile, they rarely gain customers in this way.

Posts containing more specific information about a product or service attract users interested in your offer.

Create content that will respond to the problems faced by your potential customers. Then your ads will reach the right audience and you will start collecting high-quality leads and generating profits.


Advertising on Linkedin: Use groups

Did you know you can target members of specific groups on LinkedIn? Not many users know this option, so it may give you an edge over your competition.

Returning to the SEO software campaign example, if you want to use groups as a targeting option for such an advertisement, check which groups on Linkedin are devoted to SEO topics, e.g. where members share tips on SEO and website positioning.

If you find groups that are particularly active, you can reach members of those groups by adding seniority and company level filters to eliminate anyone who is too young, too inexperienced, indecisive, or with the wrong specialization.


Advertising on Linkedin: Don’t forget about remarketing

As with Google and Facebook, you can add a remarketing pixel – called the LinkedIn Insight Tag – to your website to create a campaign for people on LinkedIn who visit your business page. Again, you can use the right filters to make sure you’re targeting the right users.

You can also segment users based on the pages they visited on your site in order to provide them with personalized ads. For example, if someone visits a product page of an SEO tool, you can redirect them to an ad that contains testimonials from a customer about how much traffic their site has increased due to that SEO software. If he reads a blog post, you can show him an ad with related SEO guideline content.


Advertising on LinkedIn vs Advertising on Facebook

Many B2B companies have opted out of Facebook advertising altogether, looking at high ad performance on Linkedin. However, it is worth considering both solutions.

Facebook takes the lead when it comes to reach. Over two billion people use Facebook. Your potential customers are probably also on Facebook. Facebook also offers limited forms of targeting by user positions and industries. And the biggest plus of Facebook advertising: it’s cheap.

Not all potential B2B customers are on LinkedIn, but if you sell B2B goods or services, you’ll get more valuable leads on Linkedin than on Facebook. And LinkedIn has a solid targeting of the business position of potential customers. But it’s definitely more expensive and a bit more difficult to use than Facebook Ad Manager.

It is worth investing time and budget in campaigns on Linkedin and Facebook, as ROI is available on both platforms. But if you find that you are not acquiring business from one of the campaigns, it may turn out that your business is getting better results from Linkedin or Facebook. Try both campaigns and monitor your results.


Advertising on Linkedin: Best Practices

In addition to targeting, it’s important to show ads that will generate clicks, leads, and conversions. We mentioned the importance of the content above, but no matter what type of ad you create, keep these tips in mind:

• Include a strong call to action so users know what specific step you want them to take next. Examples are „Register Now”, „Learn More” and „Get Offer”.

• The link to the destination should correspond to the message in the ad so that the user has a clear picture of his journey.

• Take care of good visuals such as images or videos.

• Tell compelling, emotional stories about your brand (as far as you can given LinkedIn advertising limitations).

• Showcase your brand and management as experts in your industry.


Advertising on Linkedin: Remember about tests

Don’t forget to test your ad before starting your campaign. Especially if you are trying out a network that you have never used before. Try similar messages with different ad types to see which ones are performing the best. A / B test images, calls to action, headers and anything else.

The two most common mistakes are campaigns tested too little or too much. You want to do enough testing to help you refine your ads throughout the campaign to improve your performance. If you don’t complete enough tests, you won’t have enough metrics to make improvements. But if you always test and improve, you aren’t giving your ads a chance to succeed and you won’t really learn anything about what works.

LinkedIn recommends running your ads for at least two weeks to ensure you’re collecting relevant data. There is a sweet spot between testing too much and testing too little. Find it and stick to it. Otherwise, you throw away money instead of collecting vital data.


Effective targeting on LinkedIn

LinkedIn has several powerful targeting mechanisms, which is why companies – especially those focused on B2B products and services – spend a lot of money advertising on this network, not on Facebook and Twitter.

It’s easy to target by job title, but it’s not always the most effective way to find the right people. By applying other filters to yourself, you will come much closer to finding your perfect customer. Then create valuable content and test it to promote your business more effectively.

This is a winning formula for LinkedIn. Follow it and you can expect more followers, better engagement with your content, high-quality leads, increased traffic, and increased conversions.

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