LinkedIn It is a social network that works like the others, only this one focuses more on the professional field. In it you can get a wide variety of profiles of entrepreneurs, CEOs and other people with diverse work experiences and academic backgrounds that demonstrate the levels of preparation and the extensive journey they have had to reach the professional level where they are.
As a professional social network, LinkedIn is used for many things: finding a job, attracting and hiring staff, looking for clients, making collaborations, applying tools related to networking, keeping up with news related to the labor sector, etc.
As in any other social network, LinkedIn opens the possibility of advertising to the different brands that are interested in it. That’s how it comes out LinkedIn Adsthe ideal mechanism for advertising within this platform, which will help you to have a significant reach, allowing you to create an attractive campaign that is consistent with the public involved in the sector.
It is important that you know that LinkedIn is not a social network that its users enter to search for leisure and entertainment content, but rather it is a platform that encompasses the professional environment, so You must use a language that is appropriate for that audience. While it is true that people who enter this platform do not come with the idea of being surprised by the ads that appear there, they are likely to get the attention they are looking for if you communicate your ideas in the right way.
Types of ads on LinkedIn
Advertising on LinkedIn varies in relation to the formats and the actions you want to promote within the well-known professional social network. It is recommended that, depending on the type of ad and the approach you want to give it, you try to support your brand awareness through factors such as visits to your website, views of your related videos, the ability you have to attract potential customers, job applications, etc.
Taking all these factors into account, you can create your LinkedIn ad by choosing one of the following types:
Sponsored Content: With this format you will be able to share content within your company’s page and promote it in such a way that it reaches a significant reach of people, as long as you focus that ad on your target audience. This sponsored content will be displayed in the feed of the home page and, in addition, it is perfect so that the news related to your company can be expanded until it has greater exposure.
text ads: This format is the most basic to publish your ads on LinkedIn, because with it you can add visual elements and, additionally, put some text on them. If you want to attract the attention of the audience, you should try to use simple language and a direct headline.
Sponsored InMails: This mechanism works as a kind of private email for LinkedIn, which allows messages to be sent to users of the platform. It is important to keep in mind that if you are going to use this type of ad to promote yourself, you must make sure that the users you want to capture as potential clients have their active LinkedIn accounts, because that message will only reach that type of user. public, which increases the chances of success of your ads.
dynamic ads: This format generates its content daily based on both the type of LinkedIn audience and their activity within this social network. These ads contain messages accompanied by images that are dynamically generated, all with a view to attracting the attention of that target audience.
How to create a campaign in LinkedIn Ads
From the section for LinkedIn ads itself you can get the step by step so that your ads take shape and reach the largest possible audience:
- Sign in to Campaign Manager: With this tool you can create and manage your ads on LinkedIn. The first thing you’ll need to do is (if you don’t have a LinkedIn account, you’ll need to create one in order to work on these ads). You can even create multiple accounts at once if you need to.
- Choose the type of ad you want: For an advertisement you can even combine two formats in the same campaign, all in order to generate a greater impact on the target audience. If you select sponsored content, you must also decide what type of “call-to-action” you want to use, either use the LinkedIn standard generation form or use a redirection mechanism of your own. website or content.
- Create your ad: Within the LinkedIn Campaign Manager you will get a variety of tools dedicated to creating ads that will guide you through all the steps you need to follow. These tools will indicate aspects such as the size of the images or the number of characters, among other details.
- choose the right one: It must be taken into account that LinkedIn has a wide range of professional information about its users, which means that you will be able to choose from a large number of options in order to ensure that your advertisements reach your target audience. Among the basic options you have at your disposal: the names of the companies your audience works for, the universities where they have studied, the job positions they hold, their skills, etc. In fact, you have the possibility to save a template with pre-selected options, so that you have them on hand for use in future LinkedIn campaigns.
- Choose budget and schedule: Likewise, LinkedIn Ads allows you to set a budget for your campaign, starting at a minimum of €50 per day. You have to choose formats such as cost per click, per thousand or per open (the latter applies especially to Sponsored InMail). Similarly, you can set both the start and end of the campaign, as well as enable conversion tracking (be it registrations, installations, downloads or purchases). It’s important to set a campaign schedule that’s long enough to allow your campaign results to compile, so LinkedIn recommends a minimum campaign length of seven days to see results.
Tips to optimize your campaigns with LinkedIn Ads
When considering a Linkedin Ads strategy, you should know that the cost of LinkedIn advertising is determined by an online auction system that allows you to place competitive bids so that your ads win placement. When you run ads, you’re competing with other advertisers who want to reach a similar target audience.
- Before creating your LinkedIn Ads campaigns, you must bear in mind that you are addressing a professional audience, so you have to focus your messages in a language that is consistent with that target.
- Focus on what type of professional audience you want to reach with your campaign. You can even segment by groups to make it easier for you to make that determination. You should do some research before choosing your target.
- In order to detect which type of LinkedIn Ads is more effective, you can try creating 2-3 campaigns in different formats, leave them active for about two weeks and keep the one that works best for you, while you can keep the one that worked the least. erase.
- Address your audience directly, something that goes hand in hand with the personalization of the message. You can call them by name (if you wish), talk to your audience about what you offer and even mention something they like. From LinkedIn they assure that with this we can generate an average of up to 185% with that public.
- Include images and videos containing information about your serviceswhich are striking enough to capture the attention of your audience.
With all this information you could start configuring your campaigns on this social network, yes, from Linkedin itself they recommend that you configure your advertising campaign at least 48 hours before the start date of your campaign, in case you need make changes to your ads after they’ve been reviewed by the Ads team.
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