LinkedIn Ads: See how and why you should advertise on the professional social network
Powerful targeting, decision-making audience, focus on B2B business and differentiated formats are some of the reasons to advertise on LinkedIn; know how to do
LinkedIn Ads do not usually appear among the first choices of those who want to advertise on digital platforms, but this can be a big strategic mistake. After all, this platform is a fertile environment for business partnerships and any type of B2B interaction, which can increase your average sales ticket and the quality of your Leads .
To better understand this subject, in today’s article I talk about how LinkedIn Ads can be beneficial to your business, what formats the platform makes available to advertisers and how to exploit them in your digital marketing strategy. Good reading!
Why invest in LinkedIn Ads?
Facebook Ads and Google Ads are often the most popular platforms for those looking to start advertising on the internet, but they are certainly not the only option. Know some reasons to consider Linkedin Ads to promote your business.
A broad, influential and willing to buy audience
Linkedin Ads have more than 630 million active professionals on the network, with more than 46 million in Brazil . This means that there you can basically find representatives of any segment with which you want to establish business.
Most of these professionals occupy positions at C levels, on company boards, as managers of their areas or are owners of their own companies. How do we know this? The Linkedin Audience 360 study found that 4 out of 5 professionals on this social network make business decisions .
In addition to choosing suppliers for the businesses in which they operate, the professionals themselves have great potential for your brand. After all, LinkedIn audiences have twice as much buying power as the average on the internet.
With that, Blue World City came to the conclusion that, with a well done and well-targeted ad, LinkedIn offers a lot of potential to increase your sales.
Powerful Targeting to Achieve Qualified Leads
One of the great advantages of LinkedIn Ads is the deepening of ad targeting. It is possible to filter your audience according to professional factors , such as the position held, the company you work for, the sector in which you work, the level of experience or academic background, for example.
Demographic characteristics are also available , such as age group, gender and location of the professional. In addition, it is also possible to activate your ads for different interests that the audience has.
Finally, you can also retarge your website visitors, upload broadcast lists to the platform or select contacts based on actions they took in relation to your brand , for example.
That is, by combining several of the LinkedIn Ads audience filters, it becomes even easier to find a persona with real potential to close deals with your company.
A platform focused on driving B2B business
Among all the big social networks , LinkedIn is the only one that stands out for B2B business. He is responsible for no less than 80% of all B2B Leads coming from social networks .
That’s because, according to a study by Social Pilot, no less than 91% of companies that work with B2B use LinkedIn to share their content. In addition, about 81% of them launch new products there.
Already the study State of B2B Marketing Report, 89% of B2B professionals choose LinkedIn to generate Leads , and 62% of them are twice as results than other social networking channel.
How to advertise on LinkedIn: Learn about available formats
So, now that you understand the advantages of betting on LinkedIn Ads, how about knowing the main ways to promote your brand there? See the main information about each format that the platform makes available!
Sponsored Content is a type of LinkedIn ad that appears in the users’ feed , mixed with the content of people they follow and always with the tag “sponsored” below the brand name.
It can be used to generate conversions, garner qualified Leads or increase brand consideration, for example. To support all these possibilities, there are three subformats of Sponsored Contents: video, still images or carousels.
Regardless of your choice of content format, you can pay for your Sponsored Content in CPC or CPM (if you don’t know these terms, please read our article on how to bill digital ads ).
Video publishing format
Sponsored Ad in video format is very similar to video posts on other social networks. It is a format that works well for creating awareness about your brand and the benefits of your products .
It is also possible to associate a button to CTA , which appears right below the video, to generate Leads from possible interested customers.
Need to know more about this format? Check out the specification guide for Sponsored Content on video .
Single Image Ad Format
This second possibility works exactly the same as the previous format, the only change being the replacement of the video for a static image. However, the possibility of the link at the end of the post and also its usage goals remain.
The third and final possibility of Sponsored Content is the carousel format, very similar to Instagram carousel ads . It offers the possibility to tell a complete story, with links, images and text, in up to 10 cards for a single publication.
As with Instagram, it is possible to test receptivity with the advertised cards, in order to define how many should be displayed, in what order they should appear and the best titles to be used. Thus, through real-time insights, it is possible to assess metrics and optimize your campaign results.
s it is a very versatile format, it works well from awareness to conversion , for any purpose.
If you need to, learn more about the specifications of the LinkedIn Ads carousel ad format .
If you’re interested in these content formats, check out more about best practices on how to advertise on Linkedin with Sponsored Content.
For those unfamiliar with the name, InMail is the private communication channel that exists within LinkedIn. Among other possibilities, the platform explains that the format of private messages serves to publicize events, offer free product trials or educate your audience about your product .
Messages can be sent in in-messages or conversations and become a way to deliver useful content that moves your audience through the steps of the conversion funnel until they’re ready to receive offers from your company.
They also work better than traditional emails, with over 50% open rate, and are only paid when they are actually delivered.
You can add buttons with CTAs to your messages, as well as interactive content such as links or forms to generate Leads . And, after sending the communication, it is also possible to monitor what type of professional interacted with the content .
Sponsored InMail, like other LinkedIn Ads formats, is a great way to capture very well-targeted Leads. With that, after the conversion, you can continue the relationship through an automation software such as RD Station Marketing . With it, you can further education about your product by sending personalized emails, for example, increasing the chances of closing sales.
Text Ads are ads that appear in the right column of LinkedIn, always containing an image thumbnail, a title and brief descriptive text. The idea of this format is to generate traffic, whether to your website, your LinkedIn page or any other content.
Dynamic Ads are so named because they allow you to create a large-scale individualized ad campaign where each person impacted will receive ads with their image and profile data.
Versatile, these ads serve a variety of purposes, such as promoting your brand, generating traffic, converting new customers or promoting content. You can also track the performance of your Dynamic Ads in Campaign Manager to optimize your results and creatives.
Like Text Ads, they are also displayed in the right column of LinkedIn and can be used in 4 possible sub formats.
As the name says, this subformat serves to garner new followers for your Company Page or Showcase Page , so that your posts start to appear in these people’s feed organically (ie, without the need for new ads).
In this subformat, it is possible to offer materials for download, in order to generate Leads for each user who downloads the content. However, it cannot be purchased directly on the platform, so you must contact a LinkedIn Ads representative to negotiate your campaign.
In this subformat of LinkedIn Ads, the idea is to generate traffic. It works well to promote events that are of interest to professionals, courses or even to get to know a product on your website.
These ads are used by employer brands to attract new talent. They appear in the “Vocancies That May Be Interesting” areas and on LinkedIn’s “Imagine Jobs” page.
See the specifications for creating Dynamic Ads and ask your questions about how this format works.
4 Tips to Leverage LinkedIn Ads Formats in Your Marketing Strategy
Now that we know the numbers and theoretical aspects of how LinkedIn Ads works, let’s get down to business: practice!
Here are some ways you can use LinkedIn’s ad platform to get more meaningful results and insights for your business.
1. Take advantage of Sponsored InMail to get to know your audience better
Sponsored Inmail is a LinkedIn Ads format that allows you to have a one-to-one conversation with your potential consumer about topics that are interesting to them and strategic for their business.
Therefore, use this channel in order to show yourself useful to the audience, open to feedback about your products or services, in addition to being helpful, clearing any doubts that arise .
But most importantly, open a dialogue with your audience and listen to what they have to say. It is possible to explore this space of private interaction in order to learn about the pains and desires of your personas, identify which stage of the conversion funnel your Leads are at and collect important data , allowing you to offer content that is designed for them.
2. Take tests to test the adherence of your product or service
One way to validate a new product or service is to identify if it has adherence with the audience you want to reach, right? So then, A/B tests can be important allies in obtaining these answers.
Let me explain: doing an A/B test is putting two ads focused on the same audience to compete against each other. Thus, the LinkedIn Ads platform is able to tell which one performed better with potential consumers and optimize their spending for the creative that worked best.
But in addition to merely improving your campaign budget, A/B testing can also be used to test two similar products or ones that target the same audience. Thus, your company can know which one has greater adherence with consumers and prioritize communication or even its launch .
3. Invest in retargeting to increase your chances of conversion
Did you know that the typical B2B shopper needs to consume 7-10 pieces of content about a product before making their purchase choice ? Well, according to LinkedIn, this happens because buying decisions in B2B are often complex and voluminous, that is, they deal with large sums of money.
But it’s not just new customers who value the multiple impacts. Philip Kotler, a reference in the marketing world, used to say that keeping a customer costs 5 to 7 times less than conquering a new one . In other words, selling to those who have already bought with your brand is easier than generating conversions with new consumers.
This means that you need to invest part of your budget in showing your ads to people who have previously interacted with your content, which can be done through a retargeting strategy based on Leads obtained from your newsletter registrations, in other networks social, on other ad platforms or who have already purchased on your site .
We can also upload a base of Leads that you consider valuable to your business extracted from RD Station Marketing and perform an extremely segmented approach, similar to that of an Email Marketing . Imagine, for example, a company that you intend to close the operation and you have several Leads already registered for analyst and assistant positions? Why not climb that list by email domains or website URL and identify management positions?
4. Take advantage of the possibilities of LinkedIn Ads to expand your audience
Even though it is cheaper to sell to old customers, as we have seen, it is common for brands to also want to expand their customer base and market presence, reaching new customers.
With this need in mind, LinkedIn Ads offer some possibilities to help in this mission.
The first of these is the audience widening feature, which allows you to target your ads to users similar to your target audience . This is a good strategy to increase brand awareness among people who have a similar profile to what already works for your business.
In addition, LinkedIn Ads is a complete platform that lets you not only advertise on the network’s website and app, but also take your ads to over 2000 other business-focused pages , a portfolio called the LinkedIn Audience Network . Getting your ads out there means reaching new people and engaging your audience wherever they are.
Use these two tools as a way to get your ads to more potential customers.
Powerful targeting, decision-making audience, focus on B2B business and differentiated formats are some of the reasons to advertise on LinkedIn; know how to do LinkedIn Ads do not usually appear among the first choices of those who want to advertise on digital platforms, but this can be a big strategic mistake. After all, this platform is a…