Online advertising is essential to grow 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 addressing a professional audience. Its advertising management allows it to develop its notoriety, promote an offer or an event and find new customers. We reveal six tips to help you design your LinkedIn ads campaign.
Our tips for launching a LinkedIn ads campaign
Formats, targeting, budget… Before getting started, you have to take a close look at how LinkedIn ads work and the opportunities offered by this advertising platform.
Meta Pay, Facebook’s payment system, adapts to the metaverse
Familiarize yourself with the account structure
First of all, you have to know the structure of the account. The objective is to become familiar with the operation of this advertising network and the various terms that are used throughout the process.
Concretely, LinkedIn ads are designed in the same way as Facebook’s advertising manager. The only difference is in the words used. They are divided into three levels:
- Campaign groups, which include the objective of the advertising campaign;
- Campaigns, which include placements, audience, geolocation, and language;
- Ads.
Master audience targeting
LinkedIn being a professional social network, the targeting criteria are somewhat different from those found on Twitter or Instagram. First, you are asked to define a geographical 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 due care of the location indicated on the user’s profile, or of their IP address. As you go through the criteria, the ad tool shows the size of the audience, 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 its industry, name, size and number of LinkedIn followers;
- Trainingsuch as degree, field of study and schools/universities;
- Professional experiencei.e. the position within the company, the skills of the Internet user, his years of experience, his hierarchical level;
- Demographicsi.e. the gender and age of the targeted users;
- Centers of interestor the subjects that could attract his attention.
If you don’t know where to start, it might be a good idea to use an audience template. It makes it possible to target specific groups of people, such as young graduates, marketing managers or company directors. To ensure that you are targeting the right users, it is best to seek advice from a web marketing agency.
Note that LinkedIn also allows retargeting. The data is reused to target people who have already interacted with his company, for example via his website, his 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 objectives
Then comes the time to define the objective of your campaign. LinkedIn ads offers several:
- Company awareness ;
- Consideration :
– visits to the website;
– commitment ;
– video views. - Conversion :
– lead generation;
– website conversions;
– finding candidates.
To choose it, it is important to ask the right questions about the interest and purpose of its campaigns: Is it to sell a product? Start a new one? Encourage my audience to visit my site? Or rather increase the notoriety of my company? These few questions will allow you to better determine the objective of your LinkedIn ads campaign.
Take an interest in the different formats offered
LinkedIn ads offers six ad formats. It must be chosen according to its objective:
- Single Image adsingle-image ads that appear in the user’s News Feed;
- Image ad carousel, advertisements 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 that are embedded in the right column of the platform, or at the top of the main page;
- spotlight adto promote offers based on the information indicated on the user profile;
- event adto promote an upcoming event.
Define the budget
Then there is the issue of budget. The first step is to define the amount you want to invest in the development of your advertising campaign and how you want to spend it.
Like TikTok, LinkedIn ads offers three types of funding:
- Daily Budget, i.e. the amount to be spent per day so that the campaign is broadcast continuously. It is not necessary to specify an end date. In order to achieve the best possible results, the platform’s algorithm may increase the budget by 50%. Don’t worry, it ensures that the average daily budget across the entire campaign stays close to the originally planned amount.
- maximum budget, i.e. the total amount the advertiser wishes to spend on the entire campaign. You must 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 that you wish to allocate over the entire duration of your campaign as well as an average daily budget. This option aims to help companies keep control of both the rate of expenditure and the final budget.
LinkedIn ads works on an auction system. Concretely, it is a question of defining the amount that one is ready to pay for a specific action, for example a click. The social platform offers several action-based pricing methods:
- The cost per click (CPC);
- The cost per thousand impressions (CPM);
- The cost per video view (CPV);
- The cost per send, or cost per send, for sponsored posts (CPS).
Create a suitable message
The target being different than on other social networks, the message is necessarily different too. Keep in mind that we are talking to professionals. The message must therefore be adequate, clear and impactful. It is important to check spelling mistakes and syntax before sending. You must also respect the advertising rules imposed by LinkedIn ads concerning 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. It is also necessary to be aware of the products that it is not possible to promote, such as alcohol.
LinkedIn ads can thus be a considerable marketing lever to reach a B2B audience. The advantage is that they make it possible to meet a wide variety of objectives. In order to get the most out of LinkedIn’s advertising network, you can rely on these six tips. To carry out your campaign correctly, it is always possible to call on our webmarketing 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 site.