Like Facebook and Twitter, running ads on LinkedIn is effective to boost your brand, get a high ROI and generate sales. How? Let me explain!
Advertising solution on Linkedin
Like other social networks, Linkedin has developed a separate system for exploiting ads based on the rapidly growing number of users. As of 2022, the number of LinkedIn users is nearly 900 million. That’s why you should have a LinkedIn account as we discussed previously how to create the perfect LinkedIn profile.
With characteristics, users are mainly office workers, professional workers, companies and businesses, and recruitment agencies. It can be seen that the audience on Linkedin is completely different from Facebook or Instagram, and even Twitter.
That is why Linkedin has been completing a lot of its advertising 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 candidates.
- Market: is the most popular advertising solution on Linkedin, helping advertisers reach audiences 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 to advertise on Linkedin social networks, we provide a package solution that includes goals.
- Brand Awareness: run ads to increase brand awareness through an impression index
- Website visit: increase the number of customers visiting the website
- Engagement: 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: video ads increase views through CPV
- Conversion: increase conversions on website or app
- Lead generation: get information about customers interested in products/services.
- Job applicants: advertise recruitment, search for candidates to submit a CV.
Linkedin ad manager interface
In this article, I only introduce how to run ads on Linkedin with the “Market” solution, which is common and similar in objectives and mechanics to Twitter ads, Facebook ads…
You follow the link https://business.linkedin.com to see the advertising solutions that Linkedin has. Then select “Market” or follow the link https://business.linkedin.com/marketing-solutions.
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
Instructions for running ads on LinkedIn
To run ads on Linkedin, 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.
1. Create an ad account on Linkedin
Go to LinkedIn ad manager -> select create an account. Linkedin
The default currency here is USD. Next, you choose a pre-made page to add, or you can create a new page directly.
- Note: If a partner’s site wants to ask you to run, the partner needs to grant permission at the admin settings of the page for you.
2- Create an ad group (campaigns group)
From the created ad account, you create an ad group -> create a campaign group. Also, fill in the parameters as shown below.
3- Create an advertising campaign
This is an important step in setting up ads on Linkedin. From the campaign group, click create a campaign -> create a campaign
Well, at this point, we need to choose a specific goal for our campaign. Currently, Linkedin has 7 predefined objectives. From the name, you can already imagine the purpose of each objective.
Here it should be noted that if we run a conversion, we need to install the conversion through the Linkedin insight tag to be able to run this type of campaign.
- Set up your ad audience and budget
After we have selected the objective, we need to choose the audience for the campaign.
4- Choose an ad object.
There are 2 items to pay attention to here are:
- Save audience: the customer objects that you have created to run ads and saved before.
- Audiences: the audience templates available on Linkedin according to specific criteria, detailed as shown below (currently, Linkedin provides 26 sample templates for advertisers to choose from)
There are 26 groups of ad object templates.
Note: if you choose Linkedin’s available audience templates, you can still customize a few more criteria as you like, but you are not required to use the template’s built-in criteria.
Next, if you don’t choose Linkedin’s existing audience, you can set up your own audience. I personally recommend setting the criteria for campaigns.
- Audience attributes: You can target by many criteria such as demographic, education, work experience, and interests. It must be said that it is very detailed and highly accurate.
- Audience matched: targeting a custom audience group. Linkedin allows targeting by 4 criteria, including retargeting customer groups to the website on Linkedin, targeting by account group (company page + domain), targeting by list email address, and targeting by group lookalike.
5- Choose a bid and budget.
Next, we set the bid and delivery method to run the ad. These are the basic steps already. I want to share the optimizing by bid in the following articles.
- Note: for each objective, the bid strategy will also be different. I will go into depth about this in the following articles.
6- Create an ad template
For each objective type, Linkedin will have different ad templates (like Facebook). The example below is the ad format for a conversion ad.
At this point, you choose to continue to complete the campaign settings and start creating the ad template in the previously selected format.
Create Ads on Linkedin
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. At least the “Market” advertising solution below is a few points that I highlight.
- The campaign and account structure is quite confusing
- The currency still defaults to USD
- Relatively high base bid (min is 1-1.5$)
- A budget brand-lift campaign requires a minimum of $90,000
Hopefully, in the not-too-distant future, Linkedin’s advertising system will improve.
If you need support related to Linkedin advertising, please leave a comment below!