OK, you've been on LinkedIn for a while and have built up a growing network. Now you want to take it to the next level, and it's time to start advertising on LinkedIn. Maybe your goal is more about brand awareness and visibility or even lead generation for your business. Who knows? Nevertheless, running ads on LinkedIn isn't as straightforward as Google Adwords. Here is a quick guide to get you started with LinkedIn ad campaigns.
Set Your LinkedIn Ad Objective
Just as with Adwords, LinkedIn has its own set of advertising objectives. With Adwords, you have the option to allow Google to optimize your ads based on your costs. With LinkedIn, you must set the objective.
Targeting on LinkedIn is a bit more powerful than Google. You can target your ads to specific job titles, companies, school affiliations, professional organizations, etc.
LinkedIn's ad targeting requires you to set your ad objective.
Choose Parameters for Your Target Audience
LinkedIn ad targeting is pretty powerful. You can easily target your audience based on their industry, job title, company, job function and more, but that's not all.
You can take it a step further by choosing specific universities to target and even specific schools and departments within those universities. You can also target members of professional associations and even specific members of those associations.
The targeting option is quite robust, so make sure you spend some time going through all of your options.
Choose Your LinkedIn Ad Format
To help you choose the ad types, the Forecasted Results box on the right-hand side will show different results depending on the particular type selected. This feature takes into account parameters such as bid, budget, targeting, etc and even compares it with other campaigns.
Set Your Budget
Just like Google Adwords, LinkedIn ads are purchased on a cost-per-click basis. This means that you specify how much you're willing to pay for each click.
LinkedIn gives you the option to pay for as many impressions as you want, but you'll be charged for each click.
Enable Conversion Tracking
LinkedIn offers conversion tracking. You can easily track just as many conversions as you need to monitor your ad campaign's successes.
It's important to enable conversion tracking so that you can easily tell which of your ad campaigns are working best. For instance, if a certain job title brings in the best conversions, you can focus your efforts there.
Launch a LinkedIn Ad Campaign
LinkedIn advertising is a great way to get your business name and website in front of potential customers. It's not as simple as Google Adwords, but you won't be able to target specific job titles and schools with Adwords, so that might be worth the extra effort. All you have to do is keep your eyes and ears open, and you'll be able to get the hang of it in no time. Once you do that, it's time to start running ads.
Success with Systems offers LinkedIn campaign management. We have an end-to-end service to deliver the most effective ads for your campaign. Get in touch with us!