How to Advertise on LinkedIn

Published Date: 10/2/2024

In today's world, LinkedIn has become the best social network for people searching for chances, partnerships, and conducting business, making it the ideal advertising medium for businesses trying to reach out to business professionals, decision-makers, and other enterprises. LinkedIn has over 900 million users from around the world, which means businesses have a large pool available for them to market to the right audience. Here is your chance to grasp the fundamental aspects of advertising on LinkedIn and get oriented due to the new formulation in the LinkedIn Ads for the 2024 campaign.

1. Why Advertise on LinkedIn?

LinkedIn is especially beneficial to businesses especially the ones involved in B2B trades. Here's why LinkedIn ads are effective:

Targeting precision: LinkedIn provides the advertiser with the option of targeting industries, positions, companies, and levels of seniority so that you only attract the right audience.
High-quality leads: LinkedIn Ads are generally more effective as compared to other lead generation ads because of the type of users, which is mostly professional here.
Brand building and thought leadership: It’s also a perfect venue for branding your company as an industry leader.

2. Create Your LinkedIn Campaign Manager Account

To begin running ads, you have to complete the signup process for the LinkedIn Campaign Manager account. Here's how:

Sign up for Campaign Manager: Log in to LinkedIn Campaign Manager with your LinkedIn credentials.
Create your ad account: From within Campaign Manager, pick "Create Account" when you wish to enter the account name and LinkedIn profile.
Set your billing preferences: To be able to pick campaigns you must connect a payment method to your ad account.

3. Types of LinkedIn Ads

LinkedIn itself provides numerous ad formats, intended for the company’s various advertising goals and aims. Here's an overview:

Sponsored Content: These show up within the LinkedIn feed, and can be text, image, video, or carousel ads. Sponsored Content is another popular content marketing technique used to create awareness and even involve users with more creative content.
Sponsored Messaging: Message ads, also known as conversation ads, are messages that are delivered directly to a user's inbox. These are ideal for targeted prospecting or for inviting folks to a webinar or any lead generation campaign.
Text Ads: A type of basic advertisement format where one posts a simple link to your site on a LinkedIn page, normally on the right panel. These are less expensive and more suited for those with a limited budget.
Dynamic Ads: Ads that change according to the user on a LinkedIn profile for example having an option of putting the photo or the name of the user. These are best used for awareness building and intention Ironing.
Video Ads: Especially suitable for storytelling as well as conveying a message that is good and beautiful to the viewer.

4. Choosing Your Objective

LinkedIn Ads are objective-based, so depending on the intended outcome of the campaign, you select a goal. By 2024, LinkedIn will assist with the following objectives:

Awareness: Influence your targeted brand by the impressions you generate.

Consideration: Convert website visitors, get more people to engage on your page, or boost the number of views on your video.

Conversion: Its benefits may include; lead generation, persuading people to make necessary purchases on a website, or applying for a job.

With the proper aim, LinkedIn automatically increases campaign efficiency for the intended outcome.

5. Defining Your Audience

This is this platform’s strength; it targets LinkedIn. Here's how to define your audience:

Location: First and foremost, define the location of your intended audience.
Company information: Limit your audience by being more selective in the kind of company you write to, the size of the company, or the type of business that the company is in.
Job titles and functions: Segment customers according to their employment position, rank or role, functional roles, or departmental roles such as human resources, IT, or the marketing department.
Education and skills: You can further narrow your audience by focusing on people possessing certain skills, degrees, or education levels.
Matched Audiences: LinkedIn’s retargeting tool can be based on existing email lists or website visitors, or based on lookalike audiences.

Estimate the size of the audience on LinkedIn using the audience forecast tool and make modifications if necessary.

6. Budgeting and Bidding

The other important step is the determination of the budget for LinkedIn Ads to control advertisement expenditures. LinkedIn provides three types of bidding options.

Cost per click (CPC): You get charged every time someone clicks on the ad, which is ideal for driving traffic.
Cost per impression (CPM): You pay per thousand impressions, which will be suitable for raising brand recognition.
Cost per send (CPS): Sponsored Messaging can be bought based on the number of pieces of message you want delivered.

You can choose either a daily budget or a total budget and LinkedIn will allocate your spending according to your campaign goal.

Pro Tip for 2024:

LinkedIn has presented an opportunity in automated bidding in which your bids are set through machine learning that can get the best bid for your account hence beginners can start here so that they maximize their budgets.

7. Creating Your Ad

So, let’s create your ad right now. A few tips for success:

Engaging copy: Create great headlines and short annotations that tell your readers what they need to know.
High-quality visuals: Looking professionally is another aspect that is likely to appeal to the attention of users. LinkedIn recommends that Sponsored Content, should not be more than 30 seconds long.
Strong CTA: Your use of CTA should not be in the form of a general button but should use phrases such as ‘Download Now,’ ‘Read More,’ or ‘Join Our Community Today.’

8. LinkedIn Analytics: A Way of Measuring Success

It is also necessary to monitor results that are associated with the ad since they have to be evaluated to enhance the following advertisement strategies. LinkedIn Campaign Manager provides detailed insights into key metrics:

Click-through rate (CTR): The click-through rate (CTR) indicates how many people clicked on your ad after you placed it.
Conversion rate: The CU represents the percentage of users who achieved the intended behavior of the website or application (for example, completed a filled form).
Lead metrics: Determine the number of leads being generated by your campaign and invest in the cost per lead or CPL. Use this information to pivot ad creatives, audiences, or spend to gain a higher Return on Investment.

9. LinkedIn Ads Marketing Guidelines for 2024

Here are some tips to ensure your LinkedIn ads perform well:

A/B test: Instead, they might decide on different headlines, images, and even the CTAs on each page of the site to determine what works best.
Keep it mobile-friendly: LinkedIn gets a good percentage of its visitors from mobile devices, thus you ought to make your ads mobile-friendly.
Engage your audience: LinkedIn audience follows high-quality content, so focus on informative and valuable ads that will be interesting for professional audiences.

Conclusion

Marketing on LinkedIn in 2024 is a rich opportunity for businesses, especially, for those operating in the B2B segment. Whether you are in the process of popularizing your brand, in the process of business lead generation, or in need of a direct response to the purchase of your product, you can do it on LinkedIn. This way, even novices will be able to run relatively effective campaigns that will fully exploit all the targeting options and ad formats LinkedIn has to offer.

If you would like more tips and tricks about LinkedIn advertising, feel free to use tools like LeadNear. LeadNear offers advanced contact enrichment which can be useful while defining your target audience, which will make your advertisement attractive for the necessary professionals to become buyers.

Get started with LinkedIn ads right now and take advantage of LeadNear today to seize one of the biggest opportunities for professional interaction!

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