A simple guide to LinkedIn Advertising

A simple guide to LinkedIn Advertising

When you think about Marketing and Social Media Advertising, LinkedIn may be a platform that skips your mind. Often when you start to look into Social Media Advertising, the giant that is Facebook will be your go-to. However, for many businesses, LinkedIn is where you should be investing your money. 


What types of businesses should invest in LinkedIn Advertising

The main businesses that should be utilising LinkedIn Advertising are B2B. Linkedin contains a pool of decisions makers that actively use the platform for businesses purposes. If you are a B2B company, you can easily promote your services/products to other businesses owners and those within higher positions. 

A great example of an industry that successfully utilises LinkedIn would be a software company. A company that specialises in software development and distribution would thrive on LinkedIn – especially as our workforce becomes more digital and remote working is the future. 

A few other businesses that should keep LinkedIn advertising in mind are:

  • Manufacturing 
  • Recruiters 
  • Accountancy Firms and Financial Sectors 
  • Website and Graphic Designers 

Now that you know what type of businesses thrive on LinkedIn, which is the best campaign type for you to run and how can you target others?


Campaign Types & Targeting

Before starting your Linkedin journey, it is important to know your goals and what you want to achieve short term and long term. I would advise that you create a strategic action plan which outlines your starting point and where you want to be in 6 months to a years time. 

When you create your first campaign on LinkedIn, you will be asked to choose your campaign objective (which is why an action plan is important to prepare). You have three categories to choose from – Awareness, Consideration and Conversions.

If you are a B2B business offering a service, Lead Generation or Website Visits would be the course of action for you as your conversion action may be collecting someone’s contact details. Then, if you are promoting a product, you would be heading toward website conversions. 

As you can see, there are many options. From promoting new job vacancies or gaining more views on your videos, LinkedIn has branched out so it is not a one size fits all platform – there is much more substance to it. 

Once you have taken a look at your strategy and selected your objective, you will then move on to LinkedIn’s detailed targeting.

There are several ways to create an audience in LinkedIn. You can take the simplistic route of selecting your target areas and the audience attributes which you wish to have. Or you can dive deeper into LinkedIn’s audience and take a look at matched audiences. You can choose to either create matched audiences based on activity on certain pages of your website or to upload lists of customer names or emails. These audiences are full of relevant data and are great to use if you have an online presence and a large list of visits to your website. The suggested list size from LinkedIn is over 1,000 users. 

By uploading a list or using your website’s data, it is easier to target those who have already shown an interest in your business. However, if you are starting out or do not have a list, then you can select criteria which fit your chosen client. For example, you may be looking to target large businesses who have a need for groundbreaking software that can be shared around an office of over 500 people. You can select the company size and what industry you are looking for when selecting your audience attributes. 

Additionally, when setting up your targeting, you need to select your ad type. You have 4 choices for your ads – Single Image, Carousel, Video and Message.


Creating Ads on LinkedIn

Once you have made your campaign, chosen your objective and set up your audience, you need to create your ads. On LinkedIn, the ad format which you chose is the only type you can use going forward with your campaign. Once again, your strategy comes into play here. If your goal is to generate more video views, you are going to choose video ads. If you sell multiple products or are promoting multiple services, you may consider a carousel. If you are promoting a single product/service or if you are unsure, selecting a single ad image would be the best starting point for you.

On all types of social media platforms, the layout is very similar. You will always have a headline, primary text and a destination URL.

On LinkedIn professionalism is key. When creating your advertisements you need to refer back to your strategy and take a look at the audience that you have in mind. If your audience is a group of big-shot decision-makers, you do not want to use emojis or slang. Keep your advertisements simple and straight to the point. You need to showcase your businesses best attributes and present your USP’s without writing an essay. Keep it short and packed with grabbing information and call to actions. 

Speaking of call to actions, it is important that you select the right call to action for your advertisements. You need to think of your goal and then keep that in mind when choosing. 


Start your LinkedIn Campaigns Today

Today we have scratched the surface of LinkedIn advertising. There is so much more to learn and discuss. In future blogs that I write, I will go deeper into the world of retargeting and reporting. But, for now, this is a simple guide to LinkedIn Ads! 

If you are interested in learning more about LinkedIn marketing and how it can benefit your business please do get in touch with a member of our team. Since 2011 we have been working extremely hard to offer high-quality services to our clients. As the world continues to develop and shift it is vitally important that all businesses take a look at those that succeed and follow in their footsteps. LinkedIn Advertising is the next step that many businesses are either afraid to take, or too uninformed on the benefits, but with the right agency behind you, you can see great success and move towards the future!

There are several ways you can get in touch with a member of our team. You can call us on the number 0115 727 0038 or you can complete our form on our contact us page. All of our specialists are ready to help you you so feel free to get in touch whenever you are ready to start this project.