People have 50% more trust in LinkedIn advertisements compared to other social platforms. LinkedIn users also have a 92% more purposeful mindset, making them more receptive to ads targeted to their interests. This openness offers a unique opportunity for marketers to lean into LinkedIn advertising to reach current and potential audiences. Learn more about achieving your organizational goals with LinkedIn advertising:
Determine your objective.
- Awareness: Create conversations around your products, services and brand to gain followers and increase views and engagement.
- Consideration: Strengthen leads from people familiar with your brand to increase website visits, video views and overall engagement.
- Conversion: Generate leads, increase sales, drive website conversion and increase job applicants.
Curate content to encourage engagement.
Create excitement about your content with an impactful headline to interest users in learning more or follow provided links, especially for ad formats with a smaller character count. Always include a clear call to action and give concise reasons to support it. The top five calls to action to drive engagement include Sign up, Contact us, Register, Learn more and Visit our website.
Choose the right type of ad to meet your goals.
- Sponsored Content appears in a user’s feed. It’s best for generating leads because it reaches a broader audience and gains the most visibility due to its location. It’s also the most expensive ad type because of its placement.
- Sponsored Messaging allows marketers to place ads directly into a user’s inbox. It’s most effective for conversion campaigns with a variety of calls to action because the messaging is personal and engaging. However, LinkedIn limits how many members receive a sponsored message per month.
- Text Ads appear along the top and right-hand side of LinkedIn’s desktop feed. This is the most successful option for campaigns with smaller budgets because it’s the least expensive. Text ads are only accessible to desktop users, however, which is important to understand since 57% of LinkedIn’s total traffic and 80% of engagement comes from mobile devices.
- Dynamic Ads are shown on the right side of LinkedIn and utilize users’ personal details, like their photo, employer name and job title. Thanks to its personalized targeting, this is the leading ad type for driving traffic to your website or landing page and generating leads.
Create your target audience.
Marketers can create targeting parameters based on location, audience attributes and matched audiences. Location parameters allow you to reach people based on where they live or visit. Audience attributes enable you to reach users with characteristics such as their company, job experience, education, demographics and interests. Finally, matched audiences help you create a custom audience for your ad by uploading contact lists or retargeting users who interacted with your past content.
Develop a bidding strategy based on your budget.
All LinkedIn ads require a bidding strategy. The two types of bidding strategies are automated and manual. Automated bidding uses LinkedIn averages to set bids depending on the type of ad and objective you select. Manual bidding allows you to set your own bid as long as it is above the minimum for that ad type. It’s important to bid different amounts depending on who you are targeting, as different LinkedIn users have different click values based on their job titles.
Need help developing and implementing your advertising strategies? Contact Lovell Communications at info@lovell.com to learn more about how we’ve helped health care companies build and grow their business with strategic communication and marketing creativity.
This blog was written by our 2022 Spring Intern, Bronwyn Milne.
