in addition to being oriented to the job market, is also a great tool to connect with potential clients through its tool: , which we will explain to you as you read.
In fact, it is very likely that you already know LinkedIn and relate these tools to the job search and you have even already created a for:
- Make professional contacts;
- Search or offer a job vacancy;
- Share your knowledge with more technical texts;
- Interact with other professionals and companies you admire.
But it is very possible that you do not know that, in addition to all the professional interaction, it is also possible to create ads on that network to attract customers to your business.
VIDEO | LinkedIn: How to create a good profile for your business?
What is LinkedIn Ads?
Just like Facebook and Google, LinkedIn also has a tool for you to create and manage campaigns for a specific audience known as LinkedIn Ads.
This is a fundamental resource for those who work with B2B (business to business), that is, companies that sell their products to other companies. But this strategy is not exclusive to this type of business.
For example:
If you are a coach and have created an online course or ebook onnothing better than advertising it on the largest professional network, right?
In the end, it is much easier to sell that type of product to someone who is interested in changing careers than to someone who has never thought about that type of qualification.
With LinkedIn Ads you can segment your audience by:
- Study area;
- Diploma obtained;
- University;
- Office;
- Sector;
- Size of the company;
- Level of Experience;
- Location;
- Languages.
This means that it is possible to create campaigns for a much more qualified audience, since you can detail the .
How to advertise on LinkedIn Ads?
1. Access the Ads Manager
The first step is to enter the advertising platform of the social network, calledand create your account.
You’ll need to include the account name, the currency to use, and link the campaign to a business page. This last step is optional, but for some ad formats it’s required.
If you haven’t already, just click “Create new LinkedIn Page” and make your own.
the pages of they can be created for small, medium and large businesses, and the process is free and easy.
In addition to allowing all kinds of ads to be published on the social network, having a specific page for your business helps to convey a more professional image.
2. Choose a goal
What do you want people to do right after seeing your ad? The answer to that question will be of your campaign.
Objectives are divided into 3 categories, following the steps of the marketing funnel: awareness, consideration, and conversion.
Within these categories, there are the following options:
- brand awareness;
- website visits;
- compromise;
- video views;
- lead generation;
- website conversions;
- job candidates.
3. Define the target audience
The next step is to create the target audience you want to reach with your campaign.
At this point you can segment it by selecting various professional characteristics, such as industry, position, location, company or specific skills.
You can also customize it and segment by contacts and accounts, and also use the retargeting strategy.
4. Choose the format of the ads
After defining all this important information, it is time to choose the format of your campaign.
The ones you see below are the options currently offered by the platform.
1.Sponsored Content
well known as this is the most common type of ad for two main reasons:
Posts directly to LinkedIn feed;
It is possible to place links in your campaigns.
If your goal is to enchant your potential customers with content or publicize an event of your company, Sponsored Content is ideal for your campaigns.
In addition to setting the budget you’ll use and choosing between paying for clicks or impressions, you also get to push ads on your own business page.
However, to make this type of ad on LinkedIn Ads you need to have a Company Page. After all, you use Sponsored Content to get your brand’s message across to the audience you want to attract.
On your company page, ads created in Sponsored Content appear like this:
2.Text Ads
If you want to drive traffic to your website, text is the type of ad you need to run.
Unlike Sponsored Content, which appears in the LinkedIn feed, Text Ads appear in the right corner of your page, with an image and small text.
Once you have selected this type of ad on LinkedIn, you must report:
- Address of the website to which users are directed when clicking on your ad;
- Add a title of up to 25 characters, a text of up to 75 characters and an image for the campaign;
- Choose the form of display: square, horizontal or long.
An advantage of Text Ads is that you will only pay for the ads that work, either by click or by impression.
3. Sponsored InMail
Sponsored InMail is ideal for sending personalized messages to your audience. This is because instead of posting your ads to the feed, they will be delivered directly to each person’s inbox and only when they are logged in.
If you already know the importance of and you use this strategy to nurture your audience, you probably won’t have any problem using Sponsored InMail.
In addition, you have the possibility to do A/B tests and thus understand what types of messages your audience likes the most.
When creating your ad, don’t forget to select the path your audience should follow:
- Directions of people to the site or content
- Capture leads with LinkedIn lead generation forms
In addition to these 3 most common types of ads, LinkedIn Ads also offers:
- Video Ads: Ads broadcast in video format (created through Sponsored Content).
- Carousel Ads: Also made by Sponsored Content, it is possible to tell a story with carousel images.
- Programmatic Average: Segment your audience by intent or identity and buy programming media. So your ads are displayed in the display ads for a fixed price.
4.Dynamic Ads
This ad format is great for building brand awareness and driving more users to your business page.
With Dynamic Ads, you can personalize your audience’s experience, automate individual campaigns through autocomplete, and personalize your ads too, while considering your marketing goals.
If your goal is to build and strengthen the this is a great way to attract the right users, that is, those who will actually be interested in consuming and interacting with your content.
5. Set the campaign budget
This is the time to put your hand in your pocket and define how much you will invest financially in your campaign.
Get your initial budget right to create a campaign that makes sense for your business and also so you can track your costs.
LinkedIn takes a few factors into account when pricing ads – you’ll see the details later in this content.
6. Configure the content of the campaign
When setting up your campaign content, you’ll need to take into account the type of ad you’ve chosen.
Some practices are for all formats and must be followed to increase the chances of attracting the target audience. But each of the types also has its peculiarities.
If you’ve selected Sponsored Content, for example, you should follow some best practices, such as embedding larger images and making description text more concise.
In Text Ads you can select different sizes and proportions and it is recommended that you also use some visuals and a very attractive CTA.
7. Enter the payment information
The last step is to enter the necessary information to pay for your ads.
At this stage, you will need to enter and save your credit or debit card details so that your data can be analyzed and evaluated before your campaign is finally launched.
How much does it cost to advertise on LinkedIn?
To advertise on LinkedIn Ads, you start by bidding on your campaign.
This offer competes with those made by other advertisers who are interested in reaching the same target audience.
LinkedIn establishes the cost to win this auction taking into account the bids made and the relevance of the selected target audience.
If your target audience is one of the most specific of the social network, the costs are likely to be higher.
If your business is from a very specific and less common niche, the chances that costs will be lower increase, which means that you will have to invest less in your campaign.
The values also vary depending on the bid strategy, that is, the selected format and objective.
The relevance of your ad is also analyzed. This factor is based on the click-through rates, reactions, comments, and shares of your posts.
Why advertise on LinkedIn?
Once you understand how each type of LinkedIn Ads works, you may wonder if it is really interesting to use this social network to create campaigns and how .
We have separated the main advantages of this tool:
1. More qualified leads
You may have already noticed that LinkedIn is widely used by company decision-makers, right?
In addition to being a social network where you can find you can still target your ads by position or even skills, which increases the chances of reaching who you really need.
If your product or service is ideal for leaders in the Human Resources area, for example, you can select only HR managers as your target audience. HH and thus increase the efficiency of ads.
2. Speed up the shopping journey
Qualifying leads is a process that requires time and investment to educate users and correctly guide them through all the steps until they are ready to finally become your customers.
By using LinkedIn Ads and reaching more qualified leads, you can use a more direct approach and thus speed up the .
3. Helps strengthen the brand in the segment
As LinkedIn is a social network focused exclusively on the professional environment, it is an excellent means to strengthen your business in your performance segment.
By investing in ads, you attract users to your page, you receive recognition for what you do and you can become a reference in the sector.
This is good both for attracting clients and for networking, getting and start to be better known in the market.
4. Less competition
LinkedIn Ads allows for very detailed targeting, but many brands still don’t advertise on the platform.
So compared to other networks like Instagram and Facebook, there is…
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