LinkedIn, in 2021 is one of the most vibrant social platforms to connect with your prospects and create a brand voice to be listened to. So, LinkedIn ads majorly guarantee your brand’s reachability to your desired audience at a fast pace with greater efficacy rate. LinkedIn has the most influential decision makers as connections who can wisely choose the best of services you provide through quality propositions.
As a powerful business platform, LinkedIn’s statistics say four out of five members have the power to impact the business decisions. Business grows with unique propositions and opportunities shared over LinkedIn InMail and messaging services that increases more buying powers.
LinkedIn ads helps you discover the best possible opportunities to bring worth in terms of providing services to your probable customers boosting your conversion rates.
Most feasible steps to create your own LinkedIn ad that needs to be followed:
Step 1: Create your own or Business’s LinkedIn Page
LinkedIn for business by choosing an appropriate category of business for setting up an account helps you create sponsored content and ads in later stages.
Step 2: Log in to Campaign Manager or create an account.
The Campaign Manager platform, also known as LinkedIn’s ad manager, will be home to all your advertising activities, such as running campaigns and managing your budget.
Step 3: Select your ad objective
Think about what type of action you want to inspire among your audience. Choose the considerations to boost engagement and views that lead to prospect gathering.
Step 4: Choose your target audience
First, you must choose a location, and then you have the option of adding job title, company name, industry type and personal or professional interests.
LinkedIn inspires setting up your first ad campaign for your target audience through sponsored content and ads.
This platform suggests Matched audiences’ category for people and business connecting for the first time with the platform. You can do this by retargeting people who’ve visited your website or uploading a list of email contacts.
Step 5: Select an ad format
Depending on the objective you chose, you’ll be able to pick from Sponsored Content options (single-image, carousel or video ads), Text Ads or Message Ads.
Step 6: Create your targeting budget and schedule
The LinkedIn Campaign Manager will provide a budget range based on other competing bids for your ideal audience.
For testing purposes, the initial 2-4 weeks are typically considered a learning experience to figure out what works and what doesn’t with a daily budget of minimum 7000 INR or $100.
Step 7: Start building your ad
If your business opts for Sponsored Content or Text Ads, the LinkedIn Campaign Manager will share previews so you can get a sense of the final look of your ad. In the case of Message Ads, you’ll be able to send yourself a test message.
Step 8: Provide payment information
Before you can start your ad campaign to the other businesses to see, you’ll have to provide payment information. Once that’s done, you’re ready to kickstart your ad campaign on LinkedIn.
Step 9: Measuring performance
When you sign in to LinkedIn’s Campaign Manager, the first thing you’ll see is the reporting dashboard for your LinkedIn ads. From there, you can review performance metrics, access charts and demographics, or export a CSV report. This is also where you’d go for easy conversion tracking.
Best Ad Practices on LinkedIn
For crafting a vital and successful ad campaign on LinkedIn, you certainly need to figure these aspects for sure;
Figure out your target audience
On LinkedIn, defining where in the world you want your ads to be seen is mandatory. Your desired location is actually the only field that’s mandatory when setting up your ad campaign. You can go broad by only designating the country, state or province, or you can go granular and target audiences by city or metropolitan area.
You can then further refine your target audience with company details (e.g. industry or company size), demographics, education, job experience and interests.
LinkedIn terms always advises you against getting over-specific with ad targeting. If you’re new to LinkedIn ads, you might want to try casting a wider net initially and sticking to three targeting facets.
You can also set A/B test campaigns with different targeting criteria to learn which audiences connect better with your brand.
Design your ad copy with clear CTAs
LinkedIn ads should typically end with a clear CTA, often in the form of a text button.
Your readers are busy. They need someone to spell out exactly what they should do next, otherwise, they might miss out on signing up for that career-boosting webinar or purchasing a new product that could simplify their life. Just make sure that your CTA matches the objective you initially selected.
Some effective and beginners friendly CTAs include “Register Now” or “Sign Up Today” options.
Choose the right content
LinkedIn can boost your content so it finds the right audience, but that won’t keep people attached or connected to the screen.
You could try these following methods:
- Repurpose content from your blog, website and social media channels.
- Use video, audio or other rich media elements.
- Develop an emotional connection by sharing human interest stories.
- Do more than just share trending news. Add your insights into the mix to show off your brand’s thought leadership.
- If encouraging brand consideration, share blog posts, webinars, or industry trends and analysis.
- When developing leads and trying to convert customers, promote product demos, tutorials and success stories or advertise an upcoming webinar or event.
- Despite the name of these ads, you won’t want to skip the visuals. Images are optional but they land better results.
- Instead of including an object or logo, opt for a profile image when possible.
- Videos under 30 seconds saw a 200% lift in view completion rates, so keep them short and sweet.
- Design videos for sound-off viewing and add subtitles.
- Don’t save the best for last. Viewers drop off after the first 10 seconds.
Frolic or Carousal Ad forms:
- Use 3-5 cards to start, and test adding more cards later.
- Create a carousel of content that speaks to a similar theme or break down a large piece of content into carousel cards.
- Use visual storytelling to pique your audience’s interest.
- Each carousel card description should include a CTA and clear, direct messaging.
- Skip the Shortness and be descriptive as possible in the main ad headline and text.
- Test image layouts in advance of posting.
- Include one clear message and CTA in each ad.
Promote organic posts as sponsored content to attract audience
When time is of the essence, LinkedIn helps to promote organic posts as sponsored content. You can target your desired audiences based on their location, interests, or professional information.
LinkedIn is a professional network that allows you to build credibility, create a meaningful network, and glean insider expertise from established experts in your industry. It’s a valuable tool in your social marketing arena, so make sure you’re using every opportunity it provides.
Raushan Bhardwaj is a SEO Professional Blogger and having More than 4 Years of Experience in Digital Marketing Space and helped various businesses to improve their Online Presence.