Advertising on LinkedIn is an option full of possibilities
to make yourself known in this professional network and meet different online marketing
objectives.
Yes, you read that correctly, LinkedIn, in addition to being
a professional social network with more than 650 million users, allows you to
manage paid advertising campaigns with LinkedIn Ads . Among some of its
advantages, it stands out for its ability to target a very specific audience,
which makes it the ideal tool to develop the marketing strategy of B2B
companies (Business to Business).
Still don't know how LinkedIn Ads and account-based
marketing complement each other ? We give you a little hint: depending on the
stage of the funnel or how close a user is to the purchase decision, we will
impact them with one strategy or another. That is, the main idea is to take
advantage of the synergies that can arise when combining the two strategies.
What is advertising on Linkedin?
LinkedIn Ads is the LinkedIn advertising tool that allows
paid ads to be displayed based on the professional attributes of users, so that
advertisers can position the visibility of the business and help generate leads.
It is an ideal tool to work on the brand image, encourage
user interaction, get more web traffic and, in general, meet commercial and
marketing objectives within the professional market .
As LinkedIn is a social networking network and a network of
professional contacts, its advertising window is perfect for finding new
business opportunities and finding the professional profiles that we are
looking for exactly.
Therefore, we can say that advertising on LinkedIn is highly
effective due to its great targeting capacity , since it allows users to filter
ads based on keywords, the university where they studied, the company they work
for, level of experience, location, etc.
Advantages and disadvantages of LinkedIn Ads
We summarize the most notable pros and cons of the LinkedIn
advertising tool so that you are aware of all the aspects it includes. This way
you can decide whether or not to use it for the benefit of your company.
Advantage
These are the main reasons to use LinkedIn advertising to
reach your potential customers:
• It has
many possibilities for segmentation . Unlike other social networks, LinkedIn
users fill in the personal data of their profile carefully to make it known and
interested in other professional profiles. This is something that advertisers know
very well, as this way they can segment their ads by:
o Sex
o Age
o Geographic
location (country, region or province)
o Professional
sector
o Position
held
o Studies
o Years of
experience or seniority in a sector
o Aptitudes
o Achievements
o Groups
created within LinkedIn
o Etc.
• LinkedIn
Ads offers good results measurement tools: we can accurately measure the result
of our advertising campaigns: CPC (cost per click), CTR (click-through rate vs.
impressions), CPA (cost per acquisition), conversion rate, ROI (return on
investment), form submission or form opening rate, etc. This way you will be
ables to make better decisions in the future and improve the campaigns
depending on how they are developed.
• Allows
you to apply retargeting : as on Facebook or Twitter, on LinkedIn, thanks to
the section called "Matched Audiences" we can show our ads to users
who have interacted with the company before, for example, who have visited a
specific page (like that of Social Media Marketing services). To do this, you will
have to add the Insight Tag and start creating audience lists.
• Your Ads
Can Be Wide-Reaching : Thanks to the 650 million users who are registered on
LinkedIn, we can reach a wide audience; the important thing is that we know how
to reach the specific audience we need.
• We can
develop different campaigns based on different objectives, as well as different
types of ads : like the Ads of other social networks, on LinkedIn we can direct
the ads to the objectives of knowledge (to practice branding and online
recognition), perception ( In this objective we can choose between directing
visits to the website, promoting interaction or video views) and conversion
objectives (understanding conversions both on the web and within LinkedIn
itself). Also, we will see that there are different ads that we can use in
LinkedIn Ads.
• Create a
list of Sales Navigator prospects . The main advantage is the ability to
develop an ABM strategy on LinkedIn, which is what we will focus on in the next
article. With this list we will have control of the most relevant prospects and
a breakdown of objective accounts with which to identify the main decision
makers.
Disadvantages of advertising on LinkedIn
After all the advantages of LinkedIn Ads that we have
mentioned, these are the cons that you should take into account:
• Advertising
on LinkedIn has a higher cost than other social networks, especially if we are
used to advertising on Facebook and Instagram.
• There are
not many users who click on the ads yet, since the level of interest that ads
usually require on LinkedIn is somewhat higher: there is almost always talk of
selling products and / or services, and they can perceive the advertising
content as spam. However, if a suitable content strategy is applied to each
stage of the marketing funnel, we can get much more out of it than in other
social networks or advertising tools. In addition, you can enable the LinkedIn
Audience Network and advertise outside of this social network.
Types of LinkedIn Ads
As we have mentioned before, LinkedIn has different types of
ads to promote our company. Do you know in which cases it is more convenient to
use each of them and what are their main characteristics? We explain everything
to you!
Sponsored content ads
The most common type of ad on LinkedIn is the one that
appears in the news feed and is the one that generates the most engagement. It
will help you capture the attention of your target audience and generate a
higher CTR for your website, blog or landing pages.
This type of format supports:
• Article
type, linked or single image ads : we can promote what we have previously
published on the company page or create a new publication directly to
advertise. This format would be the classic combination of text + banner + link
that directs to the destination page of interest (for example, a landing page
designed on purpose).
• Ads with
carousel images: this format allows you to direct to one or more landing pages
for each image, to show different cards in the same ad with a call to action.
• Video
Ads: These ads also allow you to enter URLs and a call to action.
Ads by sponsored message
They are known as "sponsored inMail", now referred
to by LinkedIn as "Sponsored Messaging". It is about sending messages
to the inbox of the LinkedIn profile of the target audience, they have a high
level of personalization and, in addition, they have a direct impact. When the
goal is to generate professional conversations, visits to the web or a certain
conversion, these ads are ideal. These are divided, in turn, into two groups:
• Message
ads: with a single CTA button, they allow you to direct potential customers to
a lead generation form.
• Conversation
ads : allows you to integrate different types of offers or content in a single
message, as well as direct to different pages or forms.
The disadvantages of these ads is that they have a marked
commercial nature, so it is only advisable to use them when we have a list of
users who are more advanced in the conversion funnel. For example, if we have a
group of users to whom we have already directed branding ads (they already know
the company) and, in turn, have interacted with the company in some way (by
downloading content, attending a webinar , etc.). In this way, we ensure that
the campaign is effective.
Ads with lead generation forms
Lead Gen Forms are one of the incentives for marketers to
advertise on LinkedIn, as it is the type of advertising especially intended for
lead generation. With these ads, the user does not have to leave LinkedIn to
fill out a form. It allow you to use up to 3 custom fields, but the truth is
that the information fields that can be requested are even more numerous: name,
surname, email, URL of the LinkedIn profile, telephone, city, postal code,
position, company ...
Text Ads and Dynamic Ads
Dynamic ads appear in the right column on LinkedIn and can
be text ads, Spotlight ads (ads to introduce products, services, or events
while directing you to a landing page), or ads to gain followers.
LinkedIn Ads dynamic ads are ads tailored to each user based
on their profile attributes (company name, position, professional sector…).
Being personalized ads, this ad format is very effective to meet different
objectives: visits to the web, promote job offers, attract followers to the
company page, etc.
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