Paid LinkedIn Campaign Best Practices
We recently wrote a blog on paid social media tips to aid your business through the Pandemic, but following a webinar hosted by Anna Shutko (Product Marketing Manager at Supermetrics) and AJ Wilcox (Founder at B2Linked), we’ve been inspired to further discuss the hidden benefits of paid LinkedIn campaigns during this challenging time.
As a full-service digital marketing agency, we’re well versed in the world of paid social media – not least on popular B2B networking platform LinkedIn. Within our teams, we have experience using Sales Navigator, Facebook, Instagram, Twitter and YouTube. For more information about how we can support your businesses paid social media activity, get in touch with a member of our expert team on 0800 088 6000, today.
Table Of Contents
- The Benefits of Advertising on LinkedIn
- The Significance of Choosing Your Ad Format
- How Do LinkedIn Lead Gen Forms Work
- What Opportunities Do I Have
- Measuring My LinkedIn Ad Campaign Success
The Benefits of Advertising on LinkedIn
LinkedIn is a primarily B2B platform, so it won’t be suitable for all businesses to advertise on. If this applies to you, check out our initial paid social blog. However, if your business provides products or a service suitable for other businesses, this is the platform for you.
In addition to being able to connect with individuals in your target audience directly, LinkedIn provides businesses with the opportunity to create a variety of ads, from video to text. Using LinkedIn’s targeting feature, businesses can access a tremendous audience and target their ideal “customer” with accuracy. Options include targeting users by:
- Job Title
- Company Name
- Professional Interests
Like a number of popular social media channels, businesses can also customise their budget and updates bids in response to each campaign’s performance! However, there’s a lot more to consider when creating a LinkedIn campaign, including the significance of choosing your ad format.
The Significance of Choosing Your Ad Format
Different social media platforms offer different types of ad formats and whilst they may all look the same, they do differ a little. Some of the most popular ad formats on LinkedIn include Sponsored Content, Direct Sponsored Content and Sponsored InMail, but are these the right ad formats for your business?
There are a couple of things that you need to know when using different LinkedIn ad formats including how and when to use them. To keep it simple, we’ve narrowed it down:
Sponsored Content –Appear within the LinkedIn feed alongside content curated by users. Can also be referred to as “promoted posts”.
When Should You Use Sponsored Content?
Sponsored Content should be used to primarily generate more engagement with prospecting customers or clients. They can also help to boost your Page’s follower total.
Sponsored InMail –Used to send personalised messages to targeted recipients. Content can be tailored to each audience and features a responsive design.
When Should You Use Sponsored InMail?
Sponsored InMail should be used to generate B2B leads or drive downloads to Whitepapers, eBooks and other such types of content.
Text Ads –Ads can be seen on the side rail or inline of the platform. They are easy to create and payment is only require per click or impression.
When Should You Use Text Ads?
Text ads are great when it comes to driving traffic to your website or a specific landing page. Widely used to attract job candidates.
How Do LinkedIn Lead Gen Forms Work
LinkedIn Lead Gen Forms are a little different, enabling businesses to easily implement forms into their existing marketing campaigns. Essentially, they allow businesses to get more information without decreasing the total number of conversions.
Just like all of LinkedIn’s ad options, businesses can still target business professionals using LinkedIn Gen Forms. Once you have created your ad content or have selected what content you would like to sponsor, LinkedIn give you the option to add a call-to-action and LinkedIn Gen Form onto your campaign. Here, you can decide what information you would like to receive from each individual who clicks on your ad campaign.
First name, last name, email address, phone number, city, country, state/province, postal/zip code, work phone number, work email
Job title, function, seniority
Company name, company size, industry
Degree, field of study, university/school, start date, graduation date
What Opportunities Do I Have
When setting up a paid LinkedIn campaign, it can often look like your campaign opportunities are endless – and to some extent they are – but you need to consider what will work best for your business.
Essentially, you need to give people a reason to take notice of your advertisement. You need to decide on a hook which will encourage prospect customers or clients to click the ad. This can be achieved through offering:
- Free trials
- Unique benefits
Measuring My LinkedIn Ad Campaign Success
During the webinar we briefly referred to at the start of this blog AJ and Anna shared some helpful insight that is often confused. When measuring the success of your LinkedIn campaigns, it’s important to understand the difference between leads and conversions and how the two are calculator.
For example, a pixel installed on a “thank you” page tracks conversions, but a Lead Gen Form tracks leads. Side by side, these two metrics are the same – so it’s important to combine the two metrics to gain an accurate understanding of how well your campaign is performing.
In addition to this, the CPC metric associated with InMail campaigns actually refers to the cost per open, equalling much less of an engagement. So, when identifying the success of an InMail campaign don’t be misled by what each metric is referred to as, as it may not have been as impactful as it looks on paper.
Of course, there are several other metrics that can help you to explore the success of your LinkedIn advertising campaign such as impressions and clicks. More information about these metrics can be found here.
For more information, get in touch with a member of our expert team on 0800 088 6000, today.