Do you want to run successful LinkedIn ad campaigns? Would you like to explore how to get started with LinkedIn ads?
Benefits of Running LinkedIn Ads
If your B2B brand has gone as far as it can with Facebook advertisements but wants to do more with its advertising, LinkedIn is the way to go.
People spend less time and are more focused on LinkedIn than they are on Facebook, where they may just want to catch up or see what’s going on with their connections. LinkedIn users, whether they are looking for a specific conversation or were prompted by an email to accept a connection request, tend to enter the site with a specific goal in mind.
This has two implications for LinkedIn advertising. Your LinkedIn ads should be brief and to the point. There’s no need to make lengthy blogs in order to entice people to buy your creative or content. Moreover, your advertisements do not completely saturate your target group only after 3–10 days. If you publish information on LinkedIn, it can last for around a month without needing to be updated.
While Facebook has almost no organic reach today, LinkedIn is one of the only social platforms that actively encourages people to produce and post content on its platform and guarantees that it will be viewed and shared. LinkedIn’s revenue rose to $8.05 billion in 2020, and it is the top-rated organic social media platform for B2B marketers.
LinkedIn is the world’s easiest network to go viral on. This is due to the fact that whenever someone comments, shares, or engages with a LinkedIn post, it is immediately sent to a part of their network. The more individuals who are interested in and involved with your content, the more organically it will spread.
Businesses That Should Consider LinkedIn Ads
LinkedIn advertising is not for everyone. The most common criticism raised against LinkedIn ads is their high cost—$6–$9 per click on average. In other occasions, the cost per click can even reach $20. To justify this cost, you must either have an extremely efficient funnel or earn a lot on the back end. This factor alone disqualifies a large percentage of businesses from advertising on LinkedIn. It has the ability to be a waste of money.
The perfect LinkedIn advertiser falls into three categories:
Leads With High Lifetime Value
LinkedIn advertising are ideal for companies who want to produce leads with a high lifetime value. For example, closing a deal with a client for $15,000 or more is deemed to have a high lifetime value. This primarily applies to B2B brands, although there are probably B2C applications as well.
I believe that both commercial and residential real estate companies and services with high payouts and commissions have a chance to excel on the platform.
Recruiting
While B2B is the first thing that comes to mind when thinking about LinkedIn advertising, recruiting is also an excellent B2C use case for LinkedIn ads.
Only 4%–8% of users are happy to publish their precise job titles and organizations on their personal Facebook accounts. All of this information, on the other hand, is readily shared when users join LinkedIn.
According to other statistics, a higher portion of the population is open to a career shift at any one time, and LinkedIn is the go-to network for people who are actively looking for a new job.
Another B2C use case for LinkedIn ads is education, specifically higher education, such as an MBA programs recruiting fresh candidates. The education targeting on LinkedIn is great.
Tips To Improve Your Lead Quality With LinkedIn Ads
1. Begin with Organic Content on Your LinkedIn Company Page
When you’re focused on paid strategies, it’s easy to forget about your company’s organic LinkedIn strategy. In some ways, this viewpoint is correct. Technically, you may start running lead generation ads right away by creating a new LinkedIn company page.
However, if you truly want your ads to work, you must put some efforts to establish your company page. After all, LinkedIn ads showcase your page’s follower count as well as the names of any connections who follow your page. Both these features can give social proof and create a sense of trust, which can increase the results of your campaign.
Begin by optimizing your LinkedIn company page. Then, create a simple organic strategy and start generating content that will attract your target audience.
If you plan carefully, you may incorporate some of your organic content into your paid strategy, which will help to streamline your funnel and enhance your ROI.
2. Build the Most Relevant Target Audiences for LinkedIn Lead Generation Ads
Consider which category of LinkedIn users you should be targeting before launching your first lead generation campaign. Few questions to consider before your ad creation are:
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Who do you really want to reach?
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Will your target audience appreciate your offer?
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Do you need to initially nurture or narrow your audience?
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What kind of data (first- or third-party) are you going to require to create your audience?
3. Increase the reach of successful organic posts to saved audiences by boosting
Did you ever make an organic post on your company page that was well-received by your followers? LinkedIn has permitted company pages to boost high-performing posts since May 2021. That means you can test post for free on your company page before paying to enhance the top articles to a much larger audience. This option is excellent for adding leads to your sales funnel for later retargeting.
To make a boosted post, go to your company page and use the built-in LinkedIn analytics to discover the best-performing content for your company. Above the content you want to promote, click the Boost Post button.
Next, choose an objective for your boost. Choose Drive Traffic to Your Page if you want to grow a retargeting audience while running your boosted post. Then select an audience. Although matched audiences and lookalikes are not available in the boost interface, you may use saved audiences or create new targeting methods based on profile and interest data.
After you’ve created your company page and identified who you want to reach, you can begin organizing your campaign. Examine the two lead generation campaign objectives listed below to help you choose the best one for your needs.
4. Increase Converting Traffic Using the Website Conversions Objective
Would you like to see your target audience doing a certain action on your website, such as providing contact information or downloading a lead magnet? LinkedIn’s website conversions objective is perfect for guiding prospects further down your sales funnel, especially if they’ve already showed interest in your business.
To run this type of ad, you must first install the LinkedIn insight tag and configure conversion tracking. In Campaign Manager, go to the Conversions tab and select the Create a Conversion button.
Then choose the type of action you want prospects to perform. LinkedIn provides various built-in lead generation features. For example, you might want visitors to download a file or signup/subscribe to a list. Just provide the conversion parameters, such as the attribution model and the URL where you wish to track conversions.
Create a new campaign and select Website Conversions as the objective once the setup is complete. In Campaign Manager, choose one of your remarketing or lookalike audiences or create a new one. Then, select an ad format for the news feed, such as a single image, carousel, or video ad.
After you’ve chosen a budget and a timeframe, double-check your conversion tracking. Check the conversion event you wish to track and uncheck any that aren’t relevant to the campaign.
Finally, create your ad, including the URL you want to target. To prompt your audience to act, select one of the available calls – to – action (CTAs) from the drop-down menu.
5. With the Lead Generation Objective, collect leads on LinkedIn
Do you want to make your lead generation ads more productive? Instead of sending prospects to your website, with their permission, you can capture their information directly on LinkedIn.
Advertisers benefit greatly from the lead generation campaigns. Firstly, LinkedIn’s native lead generation forms are auto-populated with prospects’ profile information. Prospects don’t have to spend their time typing information into all of the fields, and you don’t have to deal with the forms that are incomplete or containing errors.
Lead generation forms can also serve as important data sources for creating retargeting audiences for future campaigns. For example, you can increase conversions by retargeting warm leads who have recently finished a lead generation form. You can even execute another lead generation or website traffic campaign to nurture visitors who opened but did not finish the original form.
Create a new campaign and pick Lead Generation as the objective to run this type of ad. As mentioned above, select your target audience, ad format, and optional conversion tracking.
After you’ve prepared your ad, design the lead generation form that will appear when a prospect clicks on it. Apart from gathering prospects’ names and email addresses, your lead form might also request some additional information such as job title, mobile number, and company size.
You can also ask up to three personalized questions to your prospects to get additional specific information. Remember that the more questions you ask, the less likely it is that LinkedIn users will finish your form. As a result, make sure you just request what is necessary for lead generation and validation.
When your lead generation campaign begins to produce results, you can download prospects’ contact information from LinkedIn. You may also integrate the data into your CRM to start following up right immediately, which will ease the workflow for your team.
Conclusion
LinkedIn has a plethora of options for populating your sales pipeline, ranging from boosted posts to lead forms to website conversions. Use these audience, purpose, and ad suggestions to design a great lead generation campaign that can help you grow your business effectively.
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