Like Facebook, Twitter, Google and other platforms, running ads on LinkedIn is effective to boost your brand awareness, reach more relevant and engaged people, get a high ROI, build traffic and generate sales. How to create and run LinkedIn Ad campaigns? Let me explain promoting with paid ads in this guide!
Advertising ِads solution on Linkedin
Like Facebook, Google Adwords, Instagram ads, email, PPC, native ads, Search ads, Twitter, and other social media networks, Linkedin has developed a separate system for exploiting paid ads based on the rapidly growing number of users.
As of 2022, the number of LinkedIn users is nearly 900 million who watch and engage with LinkedIn video ads, imagery ads, message ads and more. That’s why you should have a LinkedIn account for marketing as we discussed previously how to create the perfect LinkedIn profile for creating LinkedIn ads.
LinkedIn marketing is on. Actually, LinkedIn started to display ads, and you should try running successful ads for your business to gain LinkedIn audience. You can run LinkedIn ads from your desktop or mobile.
With unique characteristics, users are mainly office workers, professional workers, companies and businesses, and recruitment agencies. It can be seen that the audience and content on Linkedin is completely different from Facebook or Instagram, and even Twitter. They browse the platform from their mobile and PC.
That is why Linkedin has been completing a lot of its advertising/ads infrastructure to target this fertile land. Advertising solutions on Linkedin are gathered at Business Solution on Linkedin with 4 big solutions, including:
- Hire: is a separate recruitment solution, providing many tools and features for employers to find suitable people/candidates.
- Market: is the most popular advertising solution on Linkedin, helping advertisers reach audiences and prospects through Linkedin’s newsfeed, website, and Audience networks.
- Sell: a great tool that allows you to choose exactly who you want to reach, what name, qualifications, and expertise. It is an excellent solution for B2B.
- Learn: Linkedin is an online training platform that supports businesses that can train their employees (or themselves) through skill courses.
Running ads on LinkedIn is effective. Why?
To support businesses that need ads to advertise on Linkedin social networks, we provide a package solution that includes goals for marketing:
- Brand Awareness: running ads campaign to increase brand awareness through an impression index
- Website visit: running ads campaign to increase the number of customers visiting the website
- Engagement: running sponsored paid ads to improve interaction with posts on the page through metrics such as clicks, likes, shares, hashtags, etc., or increase the number of page followers.
- Video view: running video LinkedIn ads increase views through CPV
- Conversion: paid ads targeting to increase conversions on website or app
- Lead generation: running sponsored ads targeting to get information about audience interested in products/services.
- Job applicants: the target of this sponsored ads is to advertise recruitment, search for candidates to submit a CV.
Linkedin ad manager dashboard
For marketing, sign in or create a Linkedin account with your Gmail. When you log in, Linkedin will show all the advertising accounts you manage at Campaign Manager, as shown below.
You can see here Linkedin hierarchical level by Account -> Campaign group -> Campaign -> Ads in one common place. Slightly different from Facebook and Twitter. The account structure on Linkedin is as follows:
- Ads account: Each ad account will be associated with a page (company page).
- Campaigns group: each ad account will have different campaign groups. For easy understanding, please refer to the image below.
- Campaigns: in each campaign group, there will be sub-campaigns A, B, and C with different goals (objectives).
- Ads: in each campaign, there will be different ad template
✅See also: LinkedIn Business Page Best Practices: 5 Ways to Improve your LinkedIn Profile
How to Advertise on LinkedIn: Running ads on LinkedIn 2022
To run sponsored LinkedIn ads on Linkedin for marketing, you should note the following minimum conditions:
- Advertising account on Linkedin
- A page (page) on Linkedin
In addition, depending on the type of advertisement, we will need other conditions attached. For example, if you want to convert ads (conversion) or run retargeting Linkedin, you need to install conversions via Linkedin’s Insight tag. Follow these steps, step-by-step:
1- Choose an objective for your campaign
In the first step, start with choosing the objective of your campaign. The objective is what matters most to you? Is it awareness, consideration, conversions, or else?
These are the popular objectives for of your campaign:
Awareness: To spread brand awareness
Consideration: To get website visits, Engagement, or Video views
Conversion: For a lead generation or getting Website conversions or Job applicants.
Set the right objective for a successful results.
2- Select the criteria of your target
For the success of your campaign, you can reach the right audience with the help of LinkedIn’s targeting tools. You have more than 20 different audience attribute categories to choose from in this step, including:
- Company name
- Company size
- Job title
- Job seniority
- Skills
- Member schools
- Member groups
- Member interests
- And more…
Setting the right target is important for running successful advertising campaigns.
3- Choose your LinkedIn ad format
After logging in to Campaign Manager, you should create and manage your ad campaigns.
You have 4 options: Sponsored Content, Dynamic Ads, Message Ads, Text Ads, or you can mix the four.
4- Set your budget and schedule
After selecting your audience, you should set the budget as well as the schedule for your campaign.
Choose among these 3 options:
Cost per send (CPS) model: it works for Message LinkedIn ads campaigns where you pay per delivered messages.
Cost per click (CPC) model works for lead generation, event registration, or other action-oriented campaigns.
The cost per impression (CPM) model: is typically a better fit when brand awareness is the goal.
Besides choosing a winning option for your campaign, you should set up:
- Bid
- Daily budget
- Start date
- End date
- Total budget.
Although you will set the end date at this step, you can cancel your campaign anytime after any number of days.
5- Set up your ad creative
Any social marketing campaign aims to attract scrollers to stop scrolling. Setting up the perfect ad creative is essential for grabbing your audience’s attention. You should convince them to take action.
Create 4-5 LinkedIn ads in your campaign and test them for better exposure, opportunity, and performance.
Consider these 4 main components when you want to build a creative for LinkedIn:
- Imagery
- Copy/ content
- Format
- Testing
6- Measure your campaign and optimize the results
After your LinkedIn advertising campaign is active, you should keep your eyes on its performance.
Visit the Campaign Manager to access your analytics and track the impressions, clicks, social actions, and budget.
If you follow the above procedure step-by-step, you will create the best LinkedIn ads targeting mobile and desktop users, just like Facebook ads, Google ads, etc.
Conclusion about Running ads on LinkedIn 2022
In general, these are all the basic steps to install a basic advertising campaign on Linkedin. Of course, it has many other things involved that I have not mentioned in this article, like matched audience or conversion tracking.
Personally, I really think that Linkedin ads are still incomplete to display properly. At least the “Market” advertising solution below is a few points that I highlight.
- The LinkedIn campaign and account structure is quite confusing
- The currency still defaults to USD
- Relatively high base bid (min is 1-1.5$) – expensive
- A budget brand-lift campaign requires a minimum of $90,000
Hopefully, in the not-too-distant future time, Linkedin’s advertising system will improve for desktop and mobile, but still, you can pick a specific product, generate successful LinkedIn ads and get sales for your offer.
Is it worth running ads on LinkedIn?
Many successful business owners are running LinkedIn ads consistently to boost their brand awareness as well as get visits, leads and sales. If it works with them ,it will work with you too. This means that it is worth running ads on LinkedIn.
How much does it cost to run an ad on LinkedIn ?
In general, the LinkedIn advertising costs is variable. However, the minimum bid required by LinkedIn is:
For cost-per-click (CPC): 2$/ Businesses pay $5.26 per click.
and cost-per-impression (CPM): 2$ pay $6.59 per 1000 impressions.
They also pay $0.80 per send for Sponsored InMail campaigns.
How do I run an ad campaign on LinkedIn ?
To run LinkedIn ads campaign, follow these steps:
1- Choose an objective for your campaign
2- Select the criteria of your target
3- Choose your LinkedIn ad format
4- Set your budget and schedule
5- Set up your ad creative
6- Measure your LinkedIn campaign and optimize the results
LinkedIn marketing is effective whether for content ads or video ads.
What kind of ads can you run on LinkedIn ?
You can run Single Image Ads, Native video ads, written content, Event Ads, Document Ads, etc. on LinkedIn
Try LinkedIn marketing. If you need tips and support related to LinkedIn advertising to launch Linkedin’s ads, please leave a comment below!
✅ See also: How to earn money on Linkedin: Earn up to 15000$ per year
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