LinkedIn Ads Worth Consideration

If you are a business-to-business company, consider LinkedIn ads in your marketing mix. LinkedIn is the most successful platform for capturing quality leads for B2B businesses. LinkedIn ads are more expensive than Facebook and Twitter ads, but they are more successful in generating B2B leads. 26% of B2B decision makers use LinkedIn. Companies that engage through LinkedIn report that over 80% of their overall social media marketing leads come via LinkedIn.

LinkedIn Ad Options

Sponsored Content is a promoted post from a company that appears in members’ LinkedIn feeds. It may include text, an image, a video or a single job posting, and link to a related website of the advertiser’s choice.

Sponsored Content can be identified by terms such as Promoted or Sponsored that appear in the upper left corner of the post, under the company name. Sponsored Content may appear on both desktop and mobile devices.

Text ads appear in the right rail or the top banner of many pages on LinkedIn. These ads may feature text only or may also include an image, such as the company’s logo. Clicking a text ad will take you to a website chosen by the advertiser.

Sponsored Messaging includes message ads and conversation ads. These ads are displayed in members’ LinkedIn Messaging. The target audience is generated based on segments the advertiser has selected, rather than sent to specific individuals identified by the advertiser.

Message and conversation ads appear on both desktop and mobile devices when members are active on LinkedIn. They are identified by the word Sponsored in the subject line.

Dynamic ads change dynamically for each member. Dynamic ads use members’ profile image, name, and job function to create customized ads. Each member sees their personalized information; member profile information is not displayed to other members.

Members can opt out of allowing their profile information to be used to personalize ads.

They appear in the right rail of pages on desktop when a member is signed in to their LinkedIn account.

Set a Budget

LinkedIn’s minimum for ads is $10 per day. Start there and adjust based on results.

You have three ways you can control your spending:

  • Total Budget: LinkedIn will spend your specific budget then the campaign will end.
  • Daily Budget: If you want a longer running campaign but you want to cap the amount to be spent, then this is the right option. The ad will stop once the daily budget is depleted. Then it will resume the next day.
  • Setting Bids: With this option, you can choose the maximum amount you want to pay on impressions and clicks. If you are running an InMail campaign, then you will select the maximum amount you want to spend on delivered InMails. When you set bids, you won’t pay more than the amount you bid.

Email Marketing on LinkedIn in 7 Easy Steps

With less competition than other social media platforms, LinkedIn can be an effective place for your paid outreach strategy. One option is LinkedIn Sponsored InMail, which delivers personalized messages direct to LinkedIn inboxes.

Give it a try with these 7 easy steps:

1. Go to Campaign Manager

Campaign Manager is the hub for all LinkedIn marketing campaign, including Sponsored InMail.  You’ll be presented with several paid options. Select “sponsored inMail.”

2. Set up your ad account.

You’ll be prompted to set up an ad account for your campaign. Select a memorable name for your account and your local currency. If you have a company page, you can link it to the account. Name the campaign.

Accept the default and select yourself as a sender. This will create the most credibility for your message. You can also designate any of your connections as the sender. Follow the prompts.

3. Develop a compelling message.

You need to say something valuable to your target audience to get ROI for this effort. Here are some general guidelines to keep in mind.

  • Messages that are less than 500 characters are most effective.
  • Add a custom salutation
  • Include links
  • Designate a banner image, 300×250 pixels.

4. Preview your InMail.

Test, test, test. Send yourself a test version of the message. You can also duplicate the campaign to set up A/B tests to determine the iteration that has the best impact.

5. Target effectively.

Be specific when selecting your target audience. Campaign Manager will estimate the size of your target audience based on the criteria you select.

6. Budget strategically.

Campaign Manager will suggest a bid range to reach your target audience. You are bidding against others who want  to reach a similar audience. The winning bid is determined via second-price auction, you will only pay enough to beat the second-highest bidder.

7. Launch!

Once you set bid and budget, you’re ready to launch. You can launch the campaign immediately or schedule for a future date.