Social media can sometimes make you feel like you’re shouting into the blank. One way to get around this is by using paid advertising. For example, by using LinkedIn paid ads, you can make sure that your brand’s voice reaches the right market. 

4 out of every 5 users on the network, which has more than 774 million, can influence business choices. Additionally, these influential people have twice the purchasing power of regular online audiences.

Discover the different ad types that are available and the different goals they may help you accomplish by reading this article. Plus, we’ll show you how to create a LinkedIn ad and give you some of our best advice for increasing conversion rates.

LinkedIn paid ads: Types

Advertisers have a variety of ad placement options on LinkedIn:

Sponsored InMail

Or more recently known as sponsored messaging. It enables direct email advertising to LinkedIn members. 

There is a monthly limit on the number of members who can receive Sponsored Message ads on LinkedIn. A person of your target audience, for example, won’t see one of your adverts more than twice in a short period of time. 

Native ads

Native ads, sometimes referred to as sponsored content, appear in your viewers’ LinkedIn feeds whether they are scrolling on a desktop or a mobile device. To differentiate them from regular material, LinkedIn marks these advertisements as “promoted.” 

You have the option of using LinkedIn carousel advertisements, single image ads, or video ads when promoting sponsored content.

Dynamic ads

LinkedIn’s right rail is where dynamic ads appear, speaking to viewers directly through customisation. A member’s own personal information, including their photo, employer’s name, and work title, is directed back to them when a Dynamic Ad appears in their feed.

Users can modify their settings to remove these details if they feel the ads are a touch too personal for them. 

Text ads

If you want to develop solid leads with a global clientele, text ads are a smart alternative and appear at the top and right of LinkedIn’s desktop feed. 

Given that many businesses list increasing lead generation as one of their primary digital marketing objectives, LinkedIn Text Ads can be a cost-effective approach to reaching a large audience. 

LinkedIn ad objectives

LinkedIn offers objective-based advertising, which allows marketers to create ad campaigns that are focused on particular profit goals.

From awareness to conversion, businesses could go through all three stages of a funnel.

The three primary categories of aims are described below:

Conversion ads

Consider a conversion ad when you want to increase leads or close sales.

They can aid in achieving the following three goals: Lead generation, job applicants, and website conversions. 

Awareness ads 

Start with an awareness ad to get your brand on people’s minds. These commercials encourage consumers to talk about your goods, services, and company.

You may increase views, generate more conversation, and get more followers using these impression-based tactics.

LinkedIn paid ads: Consideration ads

Consider using a consideration ad to qualify leads who are already familiar with your brand

These ads are designed to support marketers in achieving the following objectives: Website visits, engagement, and video views.

LinkedIn ad formats

There are a couple of distinct ad forms available on LinkedIn to help you achieve your marketing objectives.

Here are some that may meet your marketing objectives:

Carousel ads

LinkedIn carousel ads employ a row of swipeable cards to highlight products, give insights, or tell a story about your brand. Use compelling pictures to keep your audience swiping to discover more.

Its goals vary from brand awareness, website visits, engagement, and website conversions, to lead generation. 

LinkedIn paid ads: Conversation ads

Conversation ads give audiences a “choose your own adventure” option. It’s a bit similar to those “pick your own adventure” books. 

Your audience can choose the response that most resonates with them when you start a conversation. With this kind of advertisement, you can promote your goods and services and encourage people to register for your events or webinars.

Follower ads

Dynamic ads that are tailored to your audience are called “follower ads.” These ads spread the word about your LinkedIn Page in an effort to get people to click the “follow” button.

Its goal is to mainly increase engagement. 

LinkedIn paid ads: Spotlight ads

Spotlight ads draw attention to your company’s goods, services, content, and other things. Users are immediately taken to your home page or website when they click on the ad.

These are other kinds of dynamic ads that utilise customisation to connect with audiences, similar to follower ads. 

Lead gen forms

Lead generation forms, also known as lead gen forms, are offered for sponsored content and messaging ads and will assist you in finding more qualified leads. 

This video will help you better understand the functionality of lead gen forms. 

9 steps to creating a Linkedin ad

The steps listed below will help you design your own LinkedIn ad:

1. If you don’t have a LinkedIn Page yet, create one
2. Create an account or sign in to Campaign Manager
3. Choose your advertising goal
4. Select your target audience
5. Choose an ad format
6. Determine your budget and schedule
7. Begin to create your ad
8. Give your payment info
9. Review performance

LinkedIn paid ads tips & tricks

Last but not least, below are our tips & tricks for developing a fruitful ad campaign on the LinkedIn network:

Determine your target market

On LinkedIn, you must specify where in the globe you wish your advertising to appear. The only field that is required when creating your ad campaign is your desired location.

You can target audiences broadly by merely specifying the nation, state, or province, or you can target audiences specifically by city or metropolitan region.

With company information (such as industry or business size), demographics, education, employment history, and interests, you can then further hone down on your target market.

However, LinkedIn suggests avoiding using excessive selectivity in ad targeting. If you’ve never used LinkedIn paid ads before, you might want to start by casting a wider net and limiting your targeting to three factors.

To find out which populations engage with your business better, you can A/B test ads with alternative targeting parameters, such as talents versus job titles.

Create your ad copy with a brief, unambiguous call to action in mind

A clear CTA, commonly in the form of a text button, is typically required at the end of LinkedIn paid ads.

Because of busy schedules, your readers need someone to clearly explain what they will do next in order to avoid missing the opportunity to register for that webinar that would advance their careers or buy a new product that will make their lives easier. 

Just make sure your CTA is in line with the goal you chose at the outset.

Choose the right content

LinkedIn can help your content gain traction with the correct audience, but that won’t keep viewers engrossed. 

Use the strategies listed below to keep visitors glued to your every word.

• Sponsored Content: Utilise content from your website, blog, and social media platform along with video, audio, and other types of rich media. It’s important to develop an emotional connection with clients by sharing stories
• Sponsored Messaging: Share blog pieces, webinars, or industry changes and analyses if you want to encourage brand consideration
• Text Ads: Despite what the ads’ names suggest, you shouldn’t skip the pictures. Although they are optional, images improve performance
• Video Ads: Never leave the best until the end. After the first ten seconds, viewers start to lose interest 
• Carousel Ads: Make a content carousel that addresses a related subject or reduce a lengthy piece of content into carousel cards
• Dynamic Ads: Skip the succinctness and use as much detail in the main ad headline and content as you can

Test Everything

Regardless of which ad you’re running, the size of your campaign, or your budget. You should always run numerous variations of headlines, creatives, calls to action, and visuals. Once you do that, make sure to continually monitor and optimise your performance.

LinkedIn makes it easy for you to do this since they acknowledge that it’s one of the more important things when it comes to running ads.

Personalised Ads for the Win

If you want to reach your audience properly and get them engaged with your business, products, or services, you better rely on personalised ads.

They allow you to deliver an experience that’s tailored to your audience and their unique interests. Personalisation is king in any marketing domain, and LinkedIn ads are no exception.

Let’s say your run a phone shop business. Some of your audience will be interested in the latest android phones (Samsung, OnePlus, Xiaomi, etc.), while others will be interested in Apple products.

Now, running a generic ad about smartphones for either audience is not smart at all. What’s smart is trying to appeal to the different segments of your audience through personalisation. Indeed, through their job title, company name, and interests, you can tell which part of your audience is interested in which phones.

We can run LinkedIn paid ads for you

LinkedIn ads can be hard to get right, especially if you’ve never run them before. Fret not, though, as we can help. Book a discovery call with us today, and we’ll show you how we can make LinkedIn work successfully for your business.

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LinkedIn paid ads – FAQs