In the digital marketing environment, a robust platform such as LinkedIn Ads in favor of more popular platforms such as Google and Facebook. However, what many companies don't realize is that LinkedIn Ads can be incredibly beneficial for B2B companies.
LinkedIn is a network with a very perfect feature and that is its professional approach where companies can target their ads specifically to people in their industry or sector. This allows for a much greater degree of relevance than other platforms, which can result in better leads and conversions.
In this article, we're going to explore why LinkedIn Ads can be so beneficial to your B2B company and how you can set up successful campaigns right away. Here's how to start using LinkedIn Ads to improve your business today.
As the world becomes increasingly digital, so does the marketing and advertising landscape. Companies are no longer limited to traditional forms of advertising, known as ATL, such as print, radio or television. With the rise of BTL advertising, such as social media, companies now have the opportunity to reach a wider audience through digital channels.
One of those digital platforms is social media advertising. Social advertising is the use of social media platforms, such as Facebook, Twitter and LinkedIn, to promote and sell products or services. While the concept of social advertising is relatively new, it's quickly becoming a popular and effective way for companies to reach their target audience.
When we talk about B2B businesses, we're actually looking for a professional community where you can showcase your products or services. And this is where LinkedIn comes in.
LinkedIn Ads is a different type of marketing channel compared to most others. On the one hand, LinkedIn Ads is specifically designed for business-to-business (B2B) companies. This means that the segmentation options and ad types are designed with B2B companies in mind. LinkedIn Ads also offers some unique benefits that other marketing platforms don't have, such as the ability to target very specific audiences based on their professional experience.
When promoting your business on LinkedIn, you have several options for ad types. Each type of ad has different features and capabilities, so it's important to select the type of ad that best suits your objectives. LinkedIn offers four main types of ad campaigns: Sponsored Content, Sponsored Messages, Lead Generation Forms, and Text and Dynamic Ads. Keep reading to learn more about each type of ad and when to use them.
These four types of ad campaigns can meet all of your business objectives, such as brand recognition, website traffic generation, engagement in your LinkedIn posts or videos, website conversions, lead generation and finding job applicants.
LinkedIn is a platform with a lot of potential for companies and professionals. With more than 500 million members, it's easy to target an audience that fits your requirements. Here you'll get several options for targeting your existing and new customer, and that's also with precise segmentation.
The first option is the Audience option, where you can use data from your website or even your contacts to go back to them to sell them more products or services. Here you can upload a list of companies or your contacts to connect with them again. You can also create an audience to re-target an audience that's already engaged with your LinkedIn page, events, lead generation form, posts, or website.
The second option is with Audience Attributes, which allows you to target the audience based on the following aspects:
On LinkedIn, you have an advantage called “Y” and “O” segmentation. These are precise segmentation options. With “Y” segmentation, you can combine certain attributes with others. This allows you to ensure the quality of the audience. When segmenting, make sure you don't forget to check the estimated size of your audience. You can run your ads with an audience of 300, but it's always recommended to maintain a minimum audience size of 50,000 for best results. Or, if you're more specific, maintain a minimum audience size of 30,000 for sponsored content and sponsored message ads. Keep the audience size between 40,000 and 60,000 for text ads and lead generation ads.
The budget for any marketing campaign is the most important aspect. And it's more or less the same on every social media platform. If you're a reader of Marketing Insights, you know how to get the budget for any advertising campaign. If you don't know, read our previous blog on budgeting. On LinkedIn Ads, you must maintain a minimum daily budget of $10. Unlike other platforms, you also get manual and automatic bid strategies here. The automated bid strategy is optimized for several ads, you'll see a maximum delivery for website conversion, a cost limit for website traffic, etc. You can choose a bid strategy for several ads based on the LinkedIn guide.
You must maintain a competitive bid to get results. In all LinkedIn advertising products, bids work like a second-price auction. So, if you win your bid, you'll only pay the minimum necessary to beat the second highest bid. No matter how high your maximum bid is, you'll never pay more.
Conversion tracking is a process for measuring the performance of your online advertising campaigns to determine their effectiveness. By tracking conversions, you can see which campaigns are generating leads and sales, and which aren't.
LinkedIn Ads is a powerful tool for B2B marketers, and it's very easy to set up conversion tracking. You simply need to install the Insight tag on your website. You can install it by copying and pasting the tag into the header section of your website, or you can also use Google Tag Manager to install it.
Depending on the ad format you choose in the campaign settings, you'll have the option to create ad copy for your ad. Here you must set the introductory text, which is the main text of your ad, the destination URL, the ad image, the headline, the description and the call to action. You can use several AI-based programs to create attractive ad copy. Once you've created compelling ad copy, LinkedIn will ask you to review your campaign, check the estimated results, and then launch it.
If you've ever tried to advertise on LinkedIn, you'll know that it can be quite expensive. In fact, LinkedIn ads are some of the most expensive in online advertising. So why are LinkedIn ads so expensive?
The answer has to do with the platform's segmentation options. LinkedIn has more than 500 million members in more than 200 countries, so companies that want to reach a professional audience can rest assured that they are reaching their target market. LinkedIn ads allow advertisers to target their ads in a very specific way, and this segmentation comes at a price. LinkedIn ads also tend to be more effective than other forms of online advertising., which contributes to their high cost.
LinkedIn ads are one of the most popular segmentation channels for B2B marketers, and LinkedIn ads are effective because of the intent that LinkedIn members signal when using the platform. LinkedIn ads often have a high cost-per-result, but there are ways to reduce this.
If you want to reduce the Cost per Result (CPR) on LinkedIn ads, consider the following tips:
LinkedIn ads are a great way for B2B companies to reach their target market. LinkedIn ads offer a variety of benefits, such as the ability to target a specific audience, the ability to track results, and the ability to scale your campaigns. If you're looking for more marketing tips, sign up for our Marketing Insights newsletter.
With the help of LinkedIn Ads, your company can experience significant growth and achieve new levels of success. Don't miss your chance to take advantage of this powerful marketing tool and take your business to the next level. Venditori, as a marketing agency, specializes in using LinkedIn as a growth method for our partners. Don't hesitate to contact us for more information and start creating your LinkedIn Ads campaigns today!
