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Targeted advertising with LinkedIn – Marketing information

For many people, LinkedIn is little more than a place to post a resume. For others it is a professional social network which allows them to establish commercial relations. However, it is easily forgotten that it also offers the possibility to carry out a advertising campaign aimed at professionals.

LinkedIn differs from many other social networks because it is a social network for professionals. This approach means that ads on the site will tend to be seen by a very specific audience. This gives all businesses, but especially those that focus on business-to-business sales, the opportunity to run a targeted advertising campaign. This post explains how to take the first steps to create such a campaign.

CPC vs. CPM

Like many advertising platforms, LinkedIn allows you to pay in two ways. The first is cost per click or CPC. In this case, you pay every time someone clicks on your ad. So this is an ideal approach if you want to encourage people to buy your product. The other option is CPM, or cost per 1000 impressions. An impression refers to someone who saw one of your ads, but didn’t necessarily click. This approach may be appropriate if you want to improve your brand recognition.

Either way, you can set a budget in two ways. The first is a set a daily budget, which is the maximum amount you can spend each day. You also set a bid, which is basically the cost you’re willing to pay per click or per 1,000 impressions. The higher your bid, the more likely your ad will be shown.

Targeted advertising

While most ads allow you to target your ad to specific users, LinkedIn offers you a unique opportunity to orient yourself to professionals. For starters, it’s a social network for professionals, so to some extent your ads are targeted simply because they are placed on the site. In addition, its advertising system also allows you to target your campaign by company, function and group. LinkedInas well as more standard criteria such as age, location and gender.

Don’t like their native advertising? So there are alternatives to this as well.

Test your campaign

Finally, LinkedIn gives you the ability to stream multiple ads simultaneously to compare their effectiveness. This allows you to experiment with different images, titles and body text. By tracking these campaigns, you can determine which ones are most effective and direct your funds to them.

Delegate your LinkedIn advertising to professionals

Unless you work in web marketing, the manage your LinkedIn Ads account it can be very tedious! Some companies that do not evolve in digital sometimes get lost in the management of their communication, which is a serious mistake… The management of the linkedin ads account by a specialized agency has real advantages:

  • it will save you time in your professional activity
  • it will allow you to reduce the cost of each lead, thanks to a reduction in the cost per click
  • will bring you more leads, thanks to an optimization of your campaigns

Finally, specialized agencies advertising on LinkedIn work methodically. For example, unlike many companies that do not work in communication, they will be able to establish a target audience. This can be characterized by an age group, areas of interest and a specific target on LinkedIn. Finally, in addition to creating and managing your campaigns, LinkedIn’s advertising agencies handle the reporting. Thanks to a fine and precise measurement of the results, you will be able to draw real and pragmatic conclusions, without relying solely on your intuition.

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