LinkedIn is a popular business platform that offers a wide range of sponsored advertising options, therefore sponsored advertising on LinkedIn can be an effective tool for achieving various business goals, such as increasing brand awareness, recruiting employees or increasing sales . So how does all this actually happen?
WHAT IS LINKEDIN?
LinkedIn is a business social networking platform with approximately 830 million active users. It is a popular platform for recruiting employees, creating business relationships and expanding brand awareness .
WHAT IS SPONSORED ADVERTISING ON LINKEDIN?
LinkedIn Sponsored Advertising or Promotion is the use of LinkedIn’s advertising platform to display ads to relevant users. The ads can be displayed in a post, group, profile or website .
WHAT ARE THE BENEFITS OF SPONSORED ADVERTISING ON LINKEDIN?
Sponsored advertising on LinkedIn has many advantages, including:
- Exposure to a high-quality target audience: LinkedIn is a platform that counts a high-quality target audience of professionals. Your ads will be shown to users who are interested in your business or the services you offer.
- Full control over the visibility of the ads: on LinkedIn you can fully control the visibility of your ads, from the title of the ad to the image or video.
- Detailed results analysis: LinkedIn offers a detailed results analysis that allows you to track the performance of your campaign and understand what is working and what is not.
- Advanced targeting options: LinkedIn offers advanced targeting options that allow you to reach a specific target audience. For example, you can choose to reach users by location, age, interests, job title, and more.
- Highly Effective: Sponsored advertising on LinkedIn can be very effective in achieving business goals, such as increasing brand awareness, recruiting or increasing sales.
However, it is important to note that there are also some disadvantages to sponsored advertising on LinkedIn, such as :
- High cost: the cost of the campaigns financed on LinkedIn can be higher than what is customary in the advertising market.
- Need to manage campaigns: in order to achieve good results, it is necessary to manage the sponsored campaigns on LinkedIn in a professional manner.
- High competition: There is high competition for the attention of LinkedIn users.
WHO IS SUITABLE FOR SPONSORED ADVERTISING ON LINKEDIN?
The target audience on LinkedIn includes a wide variety of users. From business people and professionals, through researchers and academics to marketing and advertising people. The main interest of LinkedIn users is creating relevant professional connections and strengthening their personal and professional reputation. Sponsored advertising on LinkedIn is suitable for businesses of any type, but it is especially suitable for the following businesses:
- B2B businesses: LinkedIn is a popular platform for B2B businesses looking to reach professionals in their field.
- Businesses looking to hire: LinkedIn is a popular recruiting platform. Your ads will be shown to users looking for work in your field.
- Businesses looking to expand brand awareness: LinkedIn is a popular platform for expanding brand awareness. Your ads will be shown to users interested in your business. For example, marketing and advertising people. This target audience is interested in business promotion and brand awareness, and therefore may be more open to collaborations and sponsored promotion.
- Small business owners: Many small and medium business owners are looking for cheap and effective ways to promote their brand, and LinkedIn may suit them in terms of budget.
- Professionals: Accountants, lawyers, consultants and other independent professionals are generally looking to expand their client base and therefore may be more open to partnerships.
These target audiences can be located on LinkedIn by targeted search in relevant groups and databases, and then contacted in a targeted manner. The goal is to locate those who may be interested in a sponsored promotion, and offer them a personalized offer.
THE TYPES OF CAMPAIGNS IN SPONSORED ADVERTISING ON LINKEDIN
LinkedIn offers a wide variety of campaign types suitable for different business purposes . Here are some of the popular types of campaigns:
CAMPAIGNS FOR AWARENESS PURPOSES
Campaigns for advertising purposes (Display Ads) are designed to increase awareness of your brand or the products or services you offer. Your ads will be shown to users across LinkedIn, including in the feed, groups and websites .
CAMPAIGNS FOR NEAR GOALS
Lead Generation Ads campaigns are designed to collect information about potential customers, such as name, email address or phone number. Your ads will be shown to users who may be interested in your products or services .
CAMPAIGNS FOR THE PURPOSES OF CARRYING OUT PROMOTIONAL ACTIONS
Campaigns for the purposes of performing promotional actions (Conversion Ads) are designed to motivate users to perform a certain action, such as purchase, sign up for an update or visit the website. Your ads will be shown to users who may be interested in taking the action you are asking them to do .
CAMPAIGNS FOR SALES PURPOSES
Campaigns for sales purposes (Sales Ads) are designed to increase your sales. Your ads will be shown to users who may be interested in purchasing your products or services.
In addition to these basic types, LinkedIn also offers additional types of campaigns, such as:
- Recruitment campaigns designed to recruit new employees for your company.
- Community building campaigns designed to build a community of customers or users around your brand.
- Tracking campaigns are designed to track your ads and measure their impact.
Choosing the right type of campaign depends on your business goals. When you choose a campaign type, it is important to take into account your specific goals, your target audience and your budget.
CHOOSING THE PLACEMENT OF THE CAMPAIGN IN SPONSORED ADVERTISING ON LINKEDIN
Choosing the location of the campaign
When you create a sponsored marketing campaign on LinkedIn, you need to choose the location where your ads will be displayed. LinkedIn offers four possible placements for ads :
Post: Your ads will be displayed in a post in the users’ feed. This is the most common location for LinkedIn ads .
Group: Your ads will be displayed in groups on LinkedIn. This is a good location for campaigns that aim to reach professionals in a certain field .
Profile: Your ads will be displayed in users’ profiles. This is a good location for campaigns that aim to reach specific people with unique skills .
Website: Your ads will be displayed on your website. This is a good location for campaigns aimed at increasing traffic to your website .
In addition to these standard locations, LinkedIn also offers additional options for targeting the campaign, such as :
Ads targeted by consumption: these ads will be shown to users who may be interested in your products or services, based on demographic, behavioral and interest data .
Place-targeted ads: These ads will be shown to users who are in a specific location, such as a city or country .
SUBWEB – ADVANCED INTERNET SOLUTIONS
Subweb is a digital agency that provides a wide range of services, including sponsored advertising on LinkedIn. Subweb is a LinkedIn expert and has extensive experience in the success of LinkedIn campaigns for a wide variety of businesses.
Subweb offers sponsored advertising services on LinkedIn. As part of the services, the company uses advanced technologies and professional knowledge to create taxi ads on LinkedIn that attract the attention of users and motivate them to perform the action you want them to. Also, Subweb provides tracking of the performance of its campaigns using advanced LinkedIn tools. This tracking allows Subweb to identify what works and what doesn’t in the campaigns and improve them accordingly.
If you are looking for a professional and experienced company that will help you succeed in sponsored advertising on LinkedIn – Subweb is the right choice for you.