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Expand 85.8% Audience Capability by Leveraging a LinkedIn Ads Strategy

Tania Quijano

3 weeks ago

LinkedIn is the largest professional platform, with over 700 million users. It represents a great opportunity to expand the reach of your advertising campaigns by targeting specific demographics, industries, job titles, and interests.

We all know that this platform is not for every business, either because there is not their audience or because some businesses are not open to spending on this platform therefore, they select others that are a bit cheaper, but you have really good advantages considering LinkedIn as well.

Many experts believe that even though this platform can be expensive, the leads it offers are very valuable and more qualified than any other platform. This represents a higher opportunity for those who are looking for high values in the short, mid, or long term.

 Reasons Why a LinkedIn Ads Strategy is Valuable 

  • Professional Audience: Here, you can find many decision-makers who are always looking for the best for their companies. That’s why it is ideal for B2B industries.
  • Large audience: as we mentioned before, this platform has over 700 million users that you can reach based on their characteristics.
  • Targeting options: LinkedIn offers robust targeting options that allow you to reach people precisely. You can include different options, such as Job titles, skills, Job functions, company industries, company sizes, company growth, group members, interests, and other demographics.
  • Professional content consumption: on this platform, most of their users search and engage with information and professional content related to specific topics about their industries and careers. With this in mind, your content has more possibilities to engage and drive more traffic to your business.
  • Different types of campaign objectives: you can increase brand awareness within your professional audience. You can share your products, brand, or services with LinkedIn users and build recognition. 
  • Networking opportunities: building connections, joining groups, and participating in discussions can help you establish relationships, create connections or partnerships with experts, and expand your network.

Start Planning Your LinkedIn Ads Strategy: A Quick Overview

Once you start, you’ll have more data to analyze and make other decisions to leverage your campaigns. Here, we’ll share a quick walkthrough on creating a new campaign based on your strategy. 

  1. Choose your objective

  2. The most important to start creating your campaign is to be clear about your goal. What do you want to achieve? Here, your commerce manager will give you several options

    Awareness

    This one is selected when you want to target people who have never seen or interacted with your brand. In order to start building your position you can think about: How would you describe your brand to someone who has never heard of it?

    linkedin ads objectives

    Consideration

    Here is where your goal is more direct and specific. This is the middle of your digital sales funnel and is where you want users to take action besides increasing brand awareness. For this, you have the options for: traffic, engagement, video views, and messaging

    user action linkedin ads

    Conversions

    This is when you want to end your sales funnel for people to take a specific action. Your objective can include a CTA that makes them apply, buy, call, or complete any other valuable action on your website or LinkedIn forms. These campaigns are: website conversions, lead generations, talent leads, and job applications

    conversion actions linkedin ads
  3. Select your audience

  4. If you want to have success in your LinkedIn Ads strategy, your targeting criteria is crucial. For this part, you need to think about who are the people you want to reach, and since you don’t know for sure how is going to perform you need to start with a few ideas and based on time and data you can start optimizing to improve performance or to create any new audience.

    You need to think about what’s the most important factor that differentiates this group of people from other LinkedIn members. Is it age, industry, Job title, skill, or Interest?

    In addition, you can narrow your audience by combining audiences, for example: job titles AND Seniority. This will allow you to focus on the best audience if you consider this would be your ideal audience. Just keep in mind that one of the best practices is that your audience needs to be more than 50,000 as a minimum in order to have a good opportunity for performance 

    target audience options linkedin ads

    A/B Testing

    On the other hand, you can also do A/B testing. In this method, you create two campaigns that are exactly the same and then change one variable. Once you see results and one performs better than the other, you’ll know why.

  5. Select your ad format

  6. ad formats linkedin ads
    • Single image: this one appears on the feeds (mobile and desktop)
    • Carousel: this one appears on the feeds (mobile and desktop)
    • Video: this one appears on the feeds (mobile and desktop)
    • Spotlight ads: this is one of the dynamic ads and appears on desktops. This one is also tailored for each individual based on their data profile
    • Document ad: this is one of the dynamic ads and appears in the right rail on desktops
    • Events promotion: this one appears on the feeds (mobile and desktop)
    • Messages ads: this one appears in the inbox for the individual members with just one CTA button
    • Conversation ads: just like messages ads this one also appears in the inbox for the individual members but for this one you can set up multiple CTAs buttons that link to your landing pages, open a Lead Gen Form, or drive engagement with more information in the next message

    One of the best practices is to include 4 or 5 ads per campaign. Campaigns with this criteria usually have more opportunities to reach more people and, hence, more chances to perform.

  7. Add your budget and schedule 

  8. After you decide on your objective and audience you need to set up your schedule, and in case you have an end date you need to add it if not you can have the campaign running continuously.

    Once you have your schedule you need to determine your budget. Keep in mind that LinkedIn recommends a daily budget of $50 per day. Based on your campaign you can have your bidding strategy: maximum delivery to get the most results possible within your budget, cost cap to get as many results as possible while staying under your desired cost per result, or manual bidding to control your bids in the auction 

    bidding strategy linkedin ads
  9. Measure and optimize

    • After you launch your campaign you can start analyzing your data and optimizing your account. 
    • You can use audience insights to have a better understanding of your audience’s demographics, behaviors, and interests on LinkedIn
    • Once you have enough traffic from your ads, you can start creating additional audiences such as retargeting ones. This will allow you to re-engage with them and share a specific message to make them complete an action.
    • Continue with what works, and cut what doesn’t, this will let you continue with the best options and strategically allocate your budget 
    • Ads revision to understand what type of content works best based on your objective and continue with that.

Top Benefits of LinkedIn Ads for Your Business

Before You Go: Key Highlights

The combination of the different options with the large user base, targeting professional audience, and qualified lead generation capabilities make it a valuable platform for advertising, especially for those targeting business or B2B efforts. 

Remember that your advertising effectiveness will depend on different factors, and everything will start with your strategy and what you want to achieve for your business. Interested in creating a personalized LinkedIn Ads strategy? We’re here to help!