At the same time, it may not be clear how to identify the right bid method for a particular campaign. Three ways to bid gives you more control over how your ad budget is spent. You can also set a maximum amount per day or a maximum amount per bid or group of bids. You can spend your marketing funds in three ways - pay per click (PPC), pay per 1,000 impressions (CPM), or cost per send (CPS). Start with a small budget so that you can get a feel for LinkedIn advertising without committing too much money to your first campaigns. You’ll have a chance to tweak variables and see how the changes may affect ad spend as well as performance. LinkedIn makes it easy to estimate your spending with a built-in forecaster that’s displayed during the campaign creation process. The cost of your campaign will depend on what kind of ads you want to send and how often you want them to show. LinkedIn gives marketers complete control over their advertising budgets. Note that you can only send a limited number of sponsored messages to each user within a certain time frame. Conversation ads are one-way and give the user a prompt like “register for the event” or “learn more.”.Message ads are sent as conventional messages within the user’s LinkedIn inbox.LinkedIn currently offers two kinds of sponsored messages. This means sponsored messages are a great way to reach new leads because they guarantee that your content will be seen by your target audience. Messages within LinkedIn are usually restricted to direct connections, but sponsored messages can be sent to anyone. Sponsored messages are a unique LinkedIn ad format that is sent directly to the recipient’s inbox rather than appearing in the home page feed. The introduction of personalization may help generate more engagement compared to a basic text ad. This ad could be a “follower ad” and ask you to follow a page, “spotlight ad” where you’re asked to sign up for an event, “job ad” when you can apply for a job, or some other offer. For example, the user might see their name or LinkedIn profile picture in the ad. They’re shown in the same place as text ads but are personalized to each individual. Dynamic adsĭynamic ads are displayed on the right side of the LinkedIn home screen. It’s important to craft very strategic copy text for these spaces. These are typically smaller than sponsored content ads but stand out more from the main LinkedIn feed because they’re designed to help you create awareness.ĭespite the name, text ads have less space for text compared to sponsored content - with only 10 to 12 words allocated to your message. LinkedIn text ads appear on the top or bottom right of the screen, usually beneath the “LinkedIn News” section. Marketers can also upload multiple images into a carousel for viewers to browse.
Most sponsored content ads include one or two sentences, an image or video, and a call-to-action at the bottom.
This is the most basic of LinkedIn ads - and currently the most common. Sponsored content ads show up directly in the user’s LinkedIn feed and are marked with a small “promoted” tag underneath the brand name. The sponsored content format is ideal in situations where you’re concerned with branding and engagement rather than generating short-term revenue on a specific campaign. Sponsored messages should only be sent to your most engaged audiences.īy contrast, sponsored content ads are better for visibility, likes, and comments. For example, sponsored messaging gives you the chance to communicate directly with leads, but you need to achieve a high conversion rate in order to justify the cost. Each one uses a unique delivery method and should be prioritized to achieve different goals based on your company’s needs, business type, and ad budget. LinkedIn offers four main kinds of advertisements. This post will address the basics of LinkedIn ads and provide actionable tips to help you optimize future campaigns for your business. There are best practices for LinkedIn ads that can help you generate the results you need - even if it takes time to get comfortable on the platform. However, you may experience a complex learning curve as you start investing in paid ads on the site.Įarning a strong ROI from LinkedIn ads isn’t a mysterious process. LinkedIn is one of the most powerful social media marketing platforms for boosting B2B sales. LinkedIn ads - a complete guide to optimizing ROI and creating more marketing wins
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