How to Do Paid Advertising on LinkedIn

July 03, 2018 / By Bruce McDuffee

LinkedIn is the largest uniquely focused network of professionals in the world. So, if you want to know how to include LinkedIn advertising in your social media marketing strategy - you’ve come to the right place. On this platform, you can communicate your brand message to highly targeted groups of professionals. LinkedIn is ideal for manufacturers who want to expand their business network by connecting with brands from their industry. It is great for raising brand awareness, increasing search visibility, lead generation, and product launches for manufacturers.

We will discuss how to use LinkedIn ads to your business advantage. But first, check out these helpful ideas:

Why Use LinkedIn?
LinkedIn is the ideal social network for all kinds of businesses, and especially for B2B organizations. Thanks to its rich UX, there are 10 million opinion leaders, 40 million decision-makers, and 61 million influencers who like to hang out on LinkedIn (according to their stats). Besides the presence of 500 million professionals, LinkedIn also has very robust user-data (professional and educational history, interests, and location), which makes it more valuable to your marketing sector than other social networks.

On LinkedIn, you can choose from creating Sponsored Content, Sponsored InMail, or a Text Ad campaign.

Setting Up a Campaign on LinkedIn
By following these simple steps, you can quickly launch your LinkedIn ads.

  1. Campaign Manager Account
    LinkedIn Campaign Manager is your starting point. Setting up an account takes a couple of minutes. Choose a LinkedIn account (you can create multiple accounts) and LinkedIn page for which you want to build an audience.
  2. Select Your Ad Type
    What kind of ad do you want to send out there? You can use all three options in your campaign, which will increase your reach and impact. Each of the three campaign formats will require separate campaign names and to choose your audience language. Sponsored Content ads will also need you to squeeze in a CTA.
  3. Create LinkedIn Ad
    Then, you click the “Create New Sponsored Content” button, name it, and add a text in the description box. Click next and check the boxes to the left of the content you just created for the updates you like to sponsor. LinkedIn Campaign Manager will walk you through every step of the process and provide tips along the way.
  4. Target Your Audience
    At one point, you will get a range of options for audience targeting. These will include skills, job functions, school names, company names, location, and other filters. On completion, speed things up for future campaigns by saving your choices as a template.
  5. Schedule and Choose Your Budget
    Choose start/finish data for each of your campaigns with how you will spend your money on advertising. There are options of Cost Per Impression (CPM), Cost Per Click (CPC), or Cost Per Send (for InMail ads). For CPM and CPC, you can set a bit price (the most you want to pay per click) and daily spend limit. Also, you can add conversion tracking (for Text Ads and Sponsored Content) and track actions, such as purchases, downloads, and sign-ups, that allows you to measure and improve your return on investment.
  6. Measure the Success of Your LinkedIn Ads
    To measure and optimize your LinkedIn campaigns, you can access a wide range of metrics via Campaign Manager. Besides spend, clicks, and impressions, you can track performance and social actions to see how members interact with your sponsored content. And you’ll want to pay attention to the analytics because the cost of LinkedIn ads is a bit higher than other social networks.

If you have run through these steps for launching; update your LinkedIn profile and create your first ad today. LinkedIn Ads are definitely worth your investments because they can have a healthy return on investments by reducing competition, generating leads, shortening your sales cycle, and generating more sales.

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Manufacturing Marketing Group Louisville, CO US 303-953-4361