Getting started with Linkedin advertising isn't difficult at all. However, a lot of advertisers still prefer other platforms, like Google and Facebook. Today I want to prove that LinkedIn is a strong contender in the digital advertising space.
For those who aren't familiar with the platform, LinkedIn is a highly valuable tool to network with like-minded professionals. But not everyone knows that LinkedIn is also a highly useful inbound marketing platform.
The chart below proves that adult users in the US prefer other social media platforms than LinkedIn.
It follows that LinkedIn Ads aren't always most advertisers' go-to choices for pay-per-click (PPC) campaigns. Many companies are attracted more towards Google Ads, Facebook Ads, or Instagram Ads instead.
But LinkedIn Ads aren't just for B2B (Business to Business) companies. They can also be for:
- B2C (Business to Consumers) companies
- Nonprofit organizations
- Schools and universities
If you are a B2B marketer, you know that LinkedIn ads have become a vital tool for the following:
- Prospecting new leads.
- Nurturing current leads.
- Converting leads that are ready to take a step further.
With that said, here are more reasons why you need to hop on the LinkedIn advertising train.
Why You Need To Get Started With LinkedIn Advertising In 2020
I know that a lot of digital advertisers still need more reasons to advertise on LinkedIn. So, I compiled a list of compelling stats to help you with that important decision to launch a LinkedIn advertising campaign.
Here we go!
According to LinkedIn:
- There are 690 million Linkedin users overall.
- 50% of them are monthly active users.
- 169 million+ are from the USA.
- More than 70% of Linkedin users are from outside of the US. India has 66 million+, China has 50 million+, Brazil has 43 million+, and Great Britain has 28 million+.
According to Hootsuite, 61% of Millenials (25-34 years old) use Linkedin as of January of this year.
LinkedIn is the number one source of industry insights, according to the company itself.
- 94% of B2B marketers use LinkedIn to distribute content.
- 50% of all social media and blog traffic comes from LinkedIn.
- 80% of social media leads come from LinkedIn.
- 91% of business executives say that LinkedIn is their number one choice for professionally relevant content.
According to Omnicore, 92% of B2B marketers include LinkedIn in their digital marketing mix.
If those numbers don't convince you to advertise on LinkedIn, I don't know what will!
Now let's talk about the LinkedIn Campaign Manager and how to create a LinkedIn ad campaign.
What Is LinkedIn Campaign Manager?
Campaign Manager is where all the magic happens. It lets you:
- Select a campaign objective.
- Create a target audience.
- Choose ad placement.
- Set ad budget and schedule.
- Set up ad conversion tracking.
LinkedIn's Campaign Manager gives you so much control over your campaign. Setting up a Campaign Manager account is easy.
Follow these steps to create a Campaign Manager account:
- Step 1: Log in to your LinkedIn account.
- Step 2: Click "Work".
- Step 3: Select "Advertise".
*If you have an existing account, you will be led to the account overview page in Campaign Manager.
*If you are a new advertiser, you will be directed to a welcome screen prompting you to create a new ad account.
*If prompted to sign in to the Campaign Manager, use the same email address and password you use to access your personal LinkedIn account.
After you set up your Campaign Manager account, you can now advertise on LinkedIn.
How To Create An Ad In LinkedIn Campaign Manager
Creating an ad on LinkedIn is as easy as setting up an account. There are three primary steps in setting up an ad campaign - Set up Campaign, Set Up Ads, and Review and Launch.
Let's discuss each step in detail.
Set Up Your Campaign
The first step in setting up an ad is to define what your LinkedIn ad is about. You need to select your objective, audience, ad format, placement, budget and schedule, and conversion tracking.
An objective is an action you want your customers to take after seeing your ad. This can include actions like clicking to your website or filling out a lead generation form.
Knowing your ad objective helps LinkedIn to streamline your campaign creation. It also helps the platform to optimize your campaign towards your goal to get better results.
LinkedIn supports full-funnel objectives grouped into three areas:
- Awareness Objectives maximize your brands' share of voice through impression-based campaigns.
- Consideration Objectives get your customers to take action to find out more about your business. They encourage customers to click on a website or watch videos to find out more. Consideration Objectives also foster social actions like comments, likes to your post, or increasing company page follows.
- Conversion Objectives maximize lead generation and the ability to track actions vital to you on your site like a whitepaper download or lead generation through LinkedIn forms.
Here are the seven main objective types you can choose from:
- Brand Awareness is an impression-based campaign to maximize awareness.
- Website Visits takes customers to a website destination
where they can find out more about your business.
- Engagement generates clicks to your ads that don't take customers to a landing page. Examples include increasing social actions like likes, comments, shares, and follows.
- Video Views gives you an option to bid and optimize based on cost per view. While the video is available as a format to support other objectives, Video Views is the only objective that maximizes video views itself.
- Website Conversion campaigns optimize for valuable actions on your site like signups and downloads. You must use the LinkedIn conversion tracking feature if you choose Website Conversion campaigns.
- Lead Generation campaigns must use LinkedIn lead gen forms pre-filled with LinkedIn members' profile data. It's one of the best possible ways to get leads on LinkedIn.
- Job Applicants campaigns promote job openings to top talent on LinkedIn.
In this section, you need to define your target audience according to location, language, company, demographics, education, job experience, and interests.
Select Saved Audiences to use audience templates from previous campaigns.
Choosing an ad format is new in Campaign Manager. Let's define each of the six ad formats:
- A Single Image Ad is an image sponsored content that appears directly in the LinkedIn feed of people you want to connect with.
- A Carousel Image Ad allows you to showcase multiple images in series in a single, carousel-style ad format.
- A Video Ad allows you to tell a rich story about your brand or company in a video format.
- A Text Ad consists of a headline, brief text, and an image.
- A Spotlight Ad directs users to your website or landing page.
- A Follower Ad urges LinkedIn members to follow your page on desktop or mobile devices.
Ad Placement or LinkedIn Audience Network is a feature that enables advertisers to increase their ad campaign reach. It can also help get more impressions on Sponsored Content by showing ads beyond the LinkedIn feed on third-party apps and sites across the web.
Advertisers, especially the new ones, have the opportunity to expand their audience beyond the LinkedIn feed while still leveraging the targeting parameters, bid, and budget they have created for their original campaign.
With this feature, you can block mobile apps and websites or upload a blocklist where you do not want your ads to appear.
Budget And Schedule
On Campaign Manager, you can set a daily budget or both a daily and total budget. The minimum daily budget is $10, and the actual daily spend maybe up to 20% higher.
You can choose whether your ad will start immediately or within a date range you select.
LinkedIn Conversion Tracking is an optional feature that measures the actions LinkedIn users take on your site after clicking or viewing your ad.
Set Up Ads
Now that you have set up your campaign, the next step is to create the content (aka Sponsored Content) for your campaign.
You can select one of the following:
- Create New Ad lets you create a fresh content
- Browse Existing Content lets you sponsor previously published ad material.
Review And Launch
The final step in creating a LinkedIn ad is to review your ad before launching it.
In this section, you have an opportunity to proofread your ad and change details that don't make sense.
I recommend reviewing the Forecasted Results section of the page to know the possible results of your ad.
And that's a wrap!
So is it too late to get started with LinkedIn advertising in 2020? NO!
LinkedIn continues to grow in numbers when it comes to members, and it still improves its advertising platform.
When you can, HOP ON the LinkedIn ad train!
To know more about getting started with Linkedin advertising, check out the recommended resources section below. You can also TALK TO US TODAY if you need a coaching session about LinkedIn ads.
Recommended LinkedIn Advertising Resources
5 Ways LinkedIn Advertising Is Different from Other Social Platforms
How to Use LinkedIn Ads to Grow Your Business
The Guide To LinkedIn Ads – Part I: The Basics
What do you think about this article? Are you ready to launch a LinkedIn ad?
Leave a comment below and let's discuss.
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Are you looking for more online advertising help? Check out our Ultimate Guide to Online Advertising for Small Businesses.
Header image courtesy of JumpStory.