Why LinkedIn Adverts Are Worth A Look
If you want to target business professionals more intelligently, then you need to go where they hang out—enter LinkedIn Adverts. As the biggest business network online, LinkedIn offers a valuable platform for creating fresh leads, attracting followers and reaching your target market more effectively.
What Are LinkedIn Adverts?
LinkedIn Adverts offer two main formats: Sponsored Updates (appearing among organic wall posts) and Text and Image Ads. You can also choose between two payment methods: pay per click (PPC) or pay per impression.
- Pay per click charges you each time someone clicks on your advert’s link.
- Pay per impression charges you each time your advert appears on your selected target market’s timeline, regardless of engagement.
Which payment method you choose will depend on your campaign goals. For driving traffic to your website or product, PPC is a great option. If your objective is to raise brand awareness or promote an event without the need for a website visit, pay per impression might be more suitable. If in doubt, test both methods with a small budget to see which works best.
The Benefits of LinkedIn Adverts
- Targeted B2B Platform: LinkedIn is home to 175 million users, most of whom use it as a professional networking platform, making it an ideal forum for B2B ads.
- Less Competition: LinkedIn ads are relatively new compared to Google or Facebook ads, which means there’s potentially less competition and a better chance to stand out.
- Detailed Targeting: You can target users by job title, seniority, company size, industry, and more. There’s a range of useful demographic filters available.
- Flexible Budgeting: There are no long-term contracts. You can set a daily budget and stop your ads at any time.
- Variety of Ad Types: Choose between text and image ads or sponsored updates for new content posts.
Where Do LinkedIn Adverts Appear?
- Text Ads: These appear only on desktops and won’t show on mobile devices. They can be displayed at the top of the home page or in the right-hand column.
- Sponsored Ads: These appear on both desktop and mobile, directly in the news feeds of your selected audience.
Selecting Your Audience
LinkedIn allows you to target specific demographics, including industry, geographical location, skills, job function, seniority and more. You can also use Audience Expansion to reach a broader audience with similar interests or characteristics to your chosen demographic.
LinkedIn Adverts Targeting Numbers
While you can refine your audience, LinkedIn requires that your target audience has at least 1,000 people to work effectively. The best-performing campaigns usually target between 60,000 and 600,000 users.
Cost of Advertising
There are two payment options for LinkedIn advertising:
- Pay per click (PPC): You pay for each click on your advert.
- Pay per impression: You pay a set price for every 1,000 impressions, regardless of how many clicks you receive. This is useful for campaigns focused on brand awareness.
Measuring Performance
Like other PPC platforms, LinkedIn provides detailed metrics to track your ad’s performance. Monitoring your campaign is key—watch it closely and be ready to tweak as necessary.
Is LinkedIn Advertising Right for You?
If you are a B2B company looking for a more targeted approach, LinkedIn adverts are worth considering, particularly if you want to move away from the more competitive platforms like Google or Facebook. While LinkedIn ads might not be as flexible as industry leaders, the detailed demographic options can help you reach your target audience effectively and boost your online visibility.
The Last Hurdle Top Tip:
As with all online advertising, it pays to test the effectiveness of your ads. Start with small campaigns to assess how well your copy and images perform. Once you find a winning combination, you can scale up with a larger budget. But don’t stop there—continuous monitoring, tweaking and development will help you get the most return on investment (ROI) from your digital advertising, no matter which platform you use.
If you need specific advice about running a LinkedIn advertising campaign, get in touch with our Social Media Marketing experts on 01604 654545 or email hello@thelasthurdle.co.uk.
