An advertisement on Linkedin helps your company achieve success.
We at Propaganda Group know this well and work every day to best advertise our clients, whether they are large or small companies.
Having a well-curated profile, sponsoring effective ads and creating valuable content allows you to keep up with your professional world.
Why sponsor your company on LinkedIn?
Over 690 million professionals are already active on this platform and you, of course, cannot be missing out.
To optimize your business with targeted ads you must follow the advice in this Complete Guide to LinkedIn Ads.
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We will explain in detail the steps necessary to promote your profile on the most professional platform in the world so you can know all its incredible potential.
Read below how to promote your brand with LinkedIn Advertising in 6 steps.
Let’s start from the beginning.
1. Create your advertising campaign with Campaign Manager
Advertising campaigns on LinkedIn are managed by an independent platform: business.linkedin.com.
Once you click on this page, simply select “Create ad”.
From there, you will be asked to log in to your LinkedIn Campaign Manager account. If you don’t have one, you will need to create a new one.
Then access the control panel (Campaign Management) where you will find the call to action “Create campaign”.
At this point, indicate a campaign group to start advertising on LinkedIn.
From there, you can organize your first campaign, which you can give a name of your choice.
After creating the campaign group and its name, you can start setting up your first ad.
LinkedIn is a very effective tool for creating contacts with professionals in the world of work.
But it is also a marketing platform with which you can present your brand to the world.
So the second move to make is to carefully choose the objective to which you will direct your ad and (above all) the money you will invest in your advertising.
2. Choose your advertising objective
Once you have logged in with your account on LinkedIn Campaign Manager, clicked on “Campaign Management” and then “Create Campaign” you will arrive at the first setup screen dedicated to choosing the objective.
As with Facebook Ads, also for advertising on LinkedIn the objectives are divided by notoriety, consideration and conversions.
For example, a local company may want to increase visits to the website and lead generation.
How can it do this?
By choosing the right objectives.
Let’s see specifically what the main objectives are in managing LinkedIn campaigns.
– Notoriety objective
Choose the notoriety objective, also known as Awareness, when you want to make your company known on LinkedIn.
Usually, with the notoriety objective the algorithm will tend to show your ad as much as possible to the target you set in the setup phase which we will talk about later.
To showcase your brand and increase awareness of your profile, we recommend using the Follower Ad format, which serves to increase followers on your official page.
– Consideration objective
The “CONSIDERATION OBJECTIVE” macro section is divided into three sub-objectives: website visits, interest, video views.
Below you will find a specific discussion of the three sub-objectives. Let’s start with the first (OBJECTIVE WEBSITE VISITS), widely used when creating an advertising campaign for an already well-known brand, therefore not intending to increase awareness.
When in a sponsorship campaign on LinkedIn you choose “consideration objective” and then “website visits”, it means that you want to increase traffic to a landing page.
This can be the homepage of your site or a landing page containing more detailed information on products or services that you want to promote during the campaign.
The second consideration objective, defined as INTEREST OBJECTIVE, follows.
We recommend it if you want users to interact with your sponsored content.
How?
For example, with comments and shares of the post.
In our marketing campaigns we choose “interest objective” when the customer needs to increase both their awareness and visits to the site.
Finally, VIDEO VIEWS OBJECTIVE is used to promote the sharing of a corporate video content.
At this point, let’s go back to the macro sections of the objectives to choose during an advertising campaign on LinkedIn.
We have already talked about consideration and notoriety, now it’s the turn of the conversion objective, the most profitable among LinkedIn Ads.
– Conversion objective
It is used to generate leads, set appointments and promote new business opportunities.
In turn, it is divided into three micro sections.
The first is LEAD GENERATION OBJECTIVE in which the
sponsored content contains a form with which the user can contact the company directly by leaving their personal data.
Why choose this objective?
The advantage is that LinkedIn will show the ad to those users who are most likely to fill out a contact acquisition form.
If you have doubts about the actual effectiveness of a campaign of this type, you should know that the form available on LinkedIn Ads can be customized based on your needs.
Furthermore, companies can insert their own privacy policy and a thank you message after acquiring personal data.
You can also choose the WEBSITE CONVERSION OBJECTIVE, useful for those who want to drive traffic to a landing page where the user can download a white paper, sign up for a newsletter or purchase a product/service.
Next comes the APPLICATION OBJECTIVE, which is mainly used to obtain new qualified candidates for a hiring on LinkedIn.
As you will certainly have understood, choosing the objective is a fundamental step for a truly effective sponsorship campaign.
Once you click on one of the objectives listed above, you must choose the audience to which you want to target your ad.
This step is often underestimated.
Choosing your audience carefully is a fundamental marketing move.
It’s as if we had a children’s clothing store that targets singles rather than families.
What would you think?
Money and time wasted!
The same thing happens online when you want как собирать ресурс данных телемаркетинга to promote content on a social network like LinkedIn.
One of the most important steps, the third move, concerns the choice of your target.
3. Choose your target
The audience you are targeting has a face, interests, a story and you must choose it carefully knowing that you are using a platform of this type.
LinkedIn is different from Facebook in terms of audience.
If Facebook Advertising is mainly used by B2C companies (“business-to-consumer”), Linkedin Advertising is an ideal channel for B2B companies (business-to-business”).
LinkedIn’s audience is exclusive because it is part of the working world.
Once you have chosen your location and language, you can further profile your target audience with “Attributes” and “Matching Audiences”.
With “Attributes” you can add targeting criteria bu leads based on geographic origin, education level, company where the people you are targeting work, job title, skills and interests that are explicit or derived from the information provided.
“Matching Audiences” allows you to combine the data collected by the company with that provided by LinkedIn to retarget from website visits or reach known leads.
You can also opt for “Audience Expansion” which allows you to increase the user base of your advertising campaign and reach an audience similar to the targeting criteria chosen.
4. Set your budget
Once you have selected your audience, it is time to set the budget for your campaign.
Where to start?
Make a bid for your audience.
LinkedIn ads are chosen through an auction.
You heard right! On LinkedIn, we talk about auctions.
Your bid competes with that of other advertisers who want to reach the same audience.
So, you should unleash your creativity to present yourself in the best possible way to the Linkedin advertising algorithm.
On LinkedIn, you choose your type of bid.
You can choose between CPC (cost per click) or CPM (cost per impression).
Or, with sponsored InMail messages, you only pay when your message is delivered (CPS, or “cost per delivery”).
As experts in online marketing, we can give you more than a few tips on this.
Remember that “cost per click” is used for campaigns that have an action as their objective.
We use CPC for lead generation or event registration, while the CPM model is useful for raising brand awareness.
In addition to choosing between CPC and CPM, you also need to include the suggested bid, the daily budget to invest, the start and end date, and the total budget.
You can cancel your campaign at any time.
Goal, audience and budget chosen; it’s time to think about what to advertise.
5. Create your perfect ad for LinkedIn
Advertising on LinkedIn means having many channels of transmission but you must always be careful to create truly effective sponsored content.
You can create a post with image and text, a sponsored email, a text ad or a combination of multiple elements: there are many choices.
The advertising formats are similar to those that we can also use on Facebook:
Ad with image, classic post to advertise on the Home;
Ad with scrolling images, similar to the Facebook Carousel;
Video ad, always appears on the Home Page;
Text ad, small ads with logo and text that are published on
