Introduction
The aim of this article is to introduce you to the LinkedIn Ads platform. It will show you some of its features and functionalities.
In 2019, LinkedIn registered more than 467 million professionals worldwide! There, you can promote your brand in a professional context. It's an advantageous platform for certain types of advertising.
What LinkedIn Ads are good for
As we know, LinkedIn is a social network focused on professional relationships. Therefore, it is an environment suitable for promoting corporate products. Or that, in some way, the professionals registered there are interested in.
LinkedIn Ads therefore work well for advertising B2B products and services with high added value. It's also great for advertising recruitment vacancies.
Other products that can be advertised and have good results are those focused on qualified education. In other words, professional qualification courses, postgraduate courses, specializations and the like.
This is because the LinkedIn environment is made up of professionals, usually graduates or those in higher education.
Advertising on LinkedIn tends to be more expensive than on other digital marketing platforms such as Google Ads and Facebook Ads. That's why it's best suited to higher-value products closely related to the corporate world.
How LinkedIn Ads works
First of all, you need to have a Company Page registered on LinkedIn. In other words, a specific page for your company, with information about it.
After that, you need to create a Business LinkedIn account, which will allow you to create your ads.
Once you have a Company Page and a Business LinkedIn account, you can create your company advertisements.
LinkedIn allows you to carry out different combinations of segmentations to reach your target audience. These segmentations are the key to reaching the right people.
Some examples of existing segmentations are directly related to the professional area, such as: company, company sector, position, level of experience, educational institution, skills, field of study, among others.
Other segmentations that can be used are: location, gender, age and groups.
Remarketing audiences can also be used to target customers who have already visited your company's website. Finally, you can use e-mail lists and company/account lists for segmentation.
When you select the segmentation for your campaign, LinkedIn already gives you an estimate of the audience you will reach with it.
Once you've segmented the audience for that campaign, it's time to choose the maximum CPC bid. As I mentioned earlier, this platform tends to have a higher CPC bid than the others. The campaign's daily budget is also defined.
Types of Advertising on LinkedIn Ads
Within LinkedIn Ads, you can run 3 types of ads:Sponsored Content ,Text Ads andSponsored InMail.
In this other article, you'll see what the formats/sizes are for Linkedin ads.
Sponsored Content
In the case of Promoted Content, you can boost a post published on your company page.
This ad will appear in the LinkedIn feed. It's a similar type of ad to the one on Facebook Ads, when you boost a post.
In this ad, once the post to be boosted has been selected, a link to the site must be added. This way, the user will be directed there when they click. You also have the option of including a "Follow" button for the user to follow the advertising company.
Text Ads
With Text Advertising, the ads created will appear in LinkedIn's side column. It's worth noting that the advertiser will only be charged for ads with results, i.e. user interaction.
Sponsored InMail
Finally, there's the Promoted Inmail ad. These are ads sent directly to LinkedIn users' inboxes. It's very similar to Facebook Messenger. However, the messages look like emails
This ad can be customized to include the name of the recipient. You can also choose the name of the sender of this "email", but it must be one of the Company Page administrators.
Source: https://business.LinkedIn.com/pt-br/marketing-solutions
Conclusion
As we've seen, LinkedIn Ads is a platform that offers different resources for digital advertising. However, it is best suited to advertisers who want to target the professional network there.
Knowing this feature of LinkedIn Ads, you can select and combine segmentations to reach the best audience for your company.
If you want to know more about payment methods on LinkedIn Ads, we've prepared another article for you!
To find out more about Pareto Group and our Digital Marketing performance solutions, visit our website and talk to the experts!
