LinkedIn Ads … Your Comprehensive Guide
When LinkedIn comes to the most minds people, communication is the beginning of what they think. They know that this platform is unique to stay connected with professional contacts and build new connections. But what they do not realize is that they can be very effective marketing platforms and also very exciting.
It doesn’t mean you are not in those areas that you should overlook this platform which serves a large segment of professionals from all ages, all ranks of experience.
So what hinders you? If you are new in this ad platform, you may get Stumble at the beginning.
So we’ll learn in the next steps on how to create ad campaigns from zero on LinkedIn with some helpful guidelines in this system.
How to Create Your Ad Campaign on LinkedIn
Step 1: Start your new advertising campaign
In the beginning, we start preparing a new campaign on LinkedIn.
Go to https://www.linkedin.com/ads/ and click on “Create Ad” at the top right corner.
If you do this step, you will have to choose the type of ad you will create. You’ll see three options:
Subscribed Content – Basically, you can pay for sending the latest developments of your company’s to readers more than those who are already following it. These developments will appear in the user summary as in the case of ads funded on Facebook.
Text ads – These ads appear in different places on the LinkedIn site and apply to mobile phones and seem more like traditional ads. It is limited to a title consisting of 25 letters and a Message of 75 characters. They also tend to be a little cheaper.
Funded “InMails” Messages – Through this option, you can pay to send ads to the mailbox of different users immediately, that making it an effective option for important, targeted ads.
“InMail” is one of the most important features of the platform, and they made a tremendous effort to deter users from misusing it. other ad formats will remind you of what you’ll see in AdWords or Facebook. where each has its advantages and disadvantages.
From your side, you have to make some ideas at the end of each day and find the best ways to suit your work. but don’t condone text ads as its more simpler.
One study published by Rebel Hack shows that although the clickthrough rate (CTR) was lower for text ads, the percentage of these clicks has doubled (to about 20%). It also gained ten times effect for the 10$ budget itself.
This means, even though it looks less attractive than others, text ads can help you make the most of the return on investment (ROI) you pay on your ads.
For this reason, I will use the example text ad during the remainder of this guide. However, creating Subscribed content is a very similar way.
Please follow the steps below.
Step 2: Create your ad
when you choose a format, add the details. and in this case, you will need to present four main things on the left side:
- The destination of the announcement
- Ad version
The advertising destination is the page that you want to direct people when they click on your ad. which may be your page or company page on LinkedIn, or any external site by linking to a specific product.
You will then need to add a great title that attracts the reader’s attention from the first look. try using emotional and logical motivational words to make sure they keep reading the content of your ad.
Your ad copy must address your offer. be sure to motivate the reader to click on the ad by highlighting the main advantages of your presentation here.
In the end, you must add a small and attractive image. Please avoid using anything that is filled with Complexities or confusing, because the people will see it as a miniature picture only and for a limited time they pass through your announcement. many people prefer to use their motto here. but choose what you think suits you.
Important Tip: You can try multiple forms of the same ad easily on LinkedIn. once you have created the ad (with a few steps) you will be able to repeat the game easily and return to this page to modify the copies and images.
Step 3: Determine the target segment
In this step, “LinkedIn” in this part starts to differentiate for other platform pay-per-click (PPC).
In fact, they do not have as many targeting options as Facebook does, but they have a few useful and interesting options because of the nature of their platform and the data they collect from their customers.
You can target people who work in companies in a certain way or those with specific job titles. So you can target the audience by their work history, their studies, their skills, their specific interests and many more.
You must target a specific geographical area, which may be a whole country or more precise areas that if you are working in a specific market. You will have full freedom to use a lot of levels or as little as you need.
Important Tip: LinkedIn, like Facebook and AdWords, lets you set up targeted renewal campaigns or target users based on an email list you’ve received from outside the platform. to benefit of these features, choose “Use a matched audience” at the top of this page.
To renew your targeting, you should install the “LinkedIn Insight Tag” code on your site as you would for any other retargeting campaign.
Step 4: Determine your bid
Since your announcement available now for publication. You must determine the accounting method through one of two options:
Cost Per Click (CPC)
Cost per 1,000 impressions (CPM)
With the first option, you will pay only when someone clicks on your ad, and LinkedIn will try to show it to potential people (depending on your past data) to interact with your ad (and earn mone through it).
For the alternative solution, you pay for every 1,000 views for your ad. If you write an interesting ad with high clickthrough rate (CTR), this option will save you money and boost your return on investment (ROI). but it is more appropriate for brand awareness campaigns, where your goal is to reach as many views as possible.
After you select the display manner you want, determine the value you want to spend on it. LinkedIn will automatically advise you with a Collection of offers based on what is used by other marketers. I recommend bidding on the minimum for this frame a bit, so make sure your ad appears in a convenient location.
You can set your daily budget as well, and LinkedIn management will try to match your spending with that amount (although they don’t alert you that the cost may be increased as much as 10% of the budget you’ve budgeted).
I recommend you start with a small daily budget ranging from $ 10-20 when creating new ads. After a week or two, you’ll have a better idea of the top ads, and then you can increase your budget (and the amount of your offer) if it seems acceptable to you.
Important tip: If you’re within your frame budget continuously, that means your bid is not competitive enough to earn an ad space. If this happens, make a little bid and you’ll see how your impressions will increase (I hope the clicks are as well)
Step 5: Start organizing invoices and go out
If this is your first ad on LinkedIn, your next step will be to include your billing information. LinkedIn will not show any of your ads until the information has been completed and verified.
If you do not have access to the company’s credit card, or you have to wait for someone else to fill in this data, you can continue to create more new ads and campaigns simply by going to this page (simply return to the main ads page) and continue your work.
You will see many alerts in your account and no posting will be publishing until you include that information. In general, there is nothing to prevent you from preparing everything in advance.
Be aware that your ad publishing is taking a period of time after you add your billing information. LinkedIn has review procedures in which most ads are displayed, especially for new accounts, to ensure that that content fits their site.
Step 6: Monitor and review your ads
Once your first ad has been created, the control panel will change.
Of course, you’ll be Crowded with zeros until your ads start getting traffic and data to measure.
Once the data arrives, you must have the ability to use graphs here to track all metrics that are important to your campaigns, such as (CTR) and Per-click (CPC)
The “good” benchmarks depend on the nature of your business and your marketing goals, but in general, you should focus on lowering the cost per click and cost per 1,000 impressions, and that to reduce your spend to reach each customer and increase the number of people you can reach without changing your budget, and Increase your return on investment.
If you are running multiple ads for the same purpose (to find ideas for your pay-per-click marketing business), you have to pay attention to the cost per click of each. If you find that one of them outperforms others, you should move your budget to finance this announcement more than others. This will help you reach more people with less expense and increase your return on investment.
It is also important to track the quality of the clicks you acquire. To do so, you must install a conversion tracker in Google Analytics or any similar tool.
If you notice that the instructions coming from one of your campaigns are converting at a very low rate, so you should modify that ad to improve your guidance category. Otherwise, you pay money to attract people who are not interested in your offer.
Similarly, if one of your campaigns has a low clickthrough rate (CTR) or a high cost per click, but it does make some good traffic, it can leave it with this status regardless of compliance.
What matters is finally is getting to know the cost of conversions (CPA). even if you pay 2$ per click, but you get conversions in rate 1 of 4 of those clicks, In fact, you are outperforming on a campaign that costs 1$ per click, however, only 1 of 10 clicks has been converted.
Now you have everything you need to prepare your first ad campaigns on LinkedIn.
There is no need to worry too much about daily observation campaigns. In fact, I urge you to avoid doing so. Campaigns tend to fluctuate naturally every day, and it may be decided to make bad decisions if you engage in those daily updates.
All you have to do is check it once every two weeks to make sure that your expenses are acceptable and that your sides are making conversions in an ideal way.