Are LinkedIn Ads Right For Your Business?
With the plethora of advertising options available today, it’s difficult to decide which outlet is the best fit for your marketing needs. Like any type of advertising, you must first figure out what your marketing objective is, then decide which platform would be the best fit to achieve those results. In previous blog posts, we have covered the basics for SEO/Google Ads, Google Guaranteed and Facebook/Instagram Ads. This brings us to LinkedIn, which is much different than your typical social media platform. I will cover the basics of LinkedIn advertising and when/how to use LinkedIn ads.
Let’s Start With What LinkedIn Is
LinkedIn is a business focused service that is geared towards networking, recruiting and professional development. It’s audience is primarily professionals with a particular business purpose in mind. LinkedIn users are more likely to be looking for industry news, updates and opportunities when visiting this site. In contrast to other social media sites, where users are likely looking to engage with friends and family or to look at cat memes. Due to LinkedIn’s specific audience, it may be a more beneficial advertising platform if you are trying to target the following verticals:
- High end business to business products or services
- Recruiting efforts
- Audience of higher education
LinkedIn’s Ad Formats
LinkedIn has 3 types of ads: Sponsored Content, Sponsored InMail and TextAds. Let’s discuss how they each align with varying business objectives. With this information in hand, you should be able to make the best decision on where to allocate your advertising budget.
These ads appear directly within the LinkedIn newsfeed, alongside content and updates other LinkedIn users post themselves. You can think of these as the LinkedIn equivalent of Facebook boosted posts. These promoted posts increase the reach of content you would normally share on your Business’ page such as links, media, blog posts, etc.
When To Use Sponsored Content
- Raise brand awareness
- Publicize company events or initiatives
- Generate leads
- Increasing traffic for posts or pages
- Engage with prospective clients
This feature is used to send personalized messages to highly targeted recipients, who must already be a LinkedIn member. Since these ads are sent directly to your target audience’s mailbox, there is a significantly higher chance of reaching your audience versus hoping they come across your ad in their newsfeed. You can tailor your content directly to the audience, and use a responsive design. This ad format allows you to A/B test multiple variations to optimize your campaign.
When To Use Sponsored InMail:
- Directly engage with prospects or connections to drive conversions
- Promoting webinars and special promotions
- Generating B2B leads
Text ads are a pay per click or pay per impression format. These ads will appear on the side of user’s newsfeeds on the homepage. TextAds use extensive targeting tools to ensure your text ads are displaying to relevant audiences.
When To Use TextAds:
- Driving traffic to your website or specific landing pages
- Attracting quality job candidates
- Setting up easily measurable campaigns in tandem with conversion tracking
Now that you know the differences between LinkedIn Ad formats, you can decide if LinkedIn Ads are the best fit for your company. Let us know if you are still looking to better understand LinkedIn or need help running your campaigns. Motoza is here to help!