Social media might feel like shouting into the void at times without careful planning. However, employing LinkedIn ads can ensure that your brand’s voice reaches the correct demographic. And that was in front of a group of influential decision-makers.
Four out of every five members on the LinkedIn platform’s 690 million+ members can influence business decisions. These influencers also have twice the purchasing power of regular online audiences. Thus, LinkedIn provides you with an audience that no other platform can offer.
You need to make sure that you send the right message in the proper form keeping in mind the right objective.
LinkedIn provides advertisers with various ad placement options. Let’s take a look at them.
- Sponsored Content
- Sponsored Messaging
- Text Ads
- Dynamic Ads
Sponsored Content, also known as native adverts, appears in your audiences’ LinkedIn feeds whether they are scrolling on mobile or desktop. To distinguish these adverts from ordinary content, LinkedIn marks them as “promoted.”
You can use LinkedIn carousel advertisements, single image ads, or video ads to advertise with Sponsored Content.
Sponsored Messaging (formerly known as Sponsored InMail) allows you to advertise straight to LinkedIn members’ inboxes.
Keep in mind that LinkedIn has a monthly limit on the number of members who can get a Sponsored Message ad. For example, a member of your target audience will not see one of your adverts more than twice in a short period.
While 89 percent of consumers prefer that businesses communicate with them via texting, just 48 percent of firms currently communicate with customers and prospects in this manner.
Text Ads appear at the top and right-hand side of LinkedIn’s desktop feed and are an excellent option to generate strong leads from a professional demographic.
Given that 58 percent of marketers think that boosting lead generation is one of their top digital marketing goals, LinkedIn Text Ads can be a cost-effective approach to cast a wide net.
Dynamic Ads appear on LinkedIn’s right rail and speak directly to audiences through personalization. When a Dynamic Ad appears in a member’s feed, their personal information, such as their photo, employer’s name, and job title, is reflected.
Members can, however, adjust their settings to hide these details if they find these adverts too intimate.
Dynamic advertisements come in two varieties: follower ads and sponsored ads.
As we have already seen the types of LinkedIn Ads available, we are going to look at their objectives.
LinkedIn ad objectives
LinkedIn employs objective-based advertising, enabling advertisers to create ad campaigns centered on specific business objectives.
Businesses may work their way through all three stages of the sales funnel, from awareness to conversion.
The three major categories of objectives are listed below.
- Awareness Ads on LinkedIn
- Consideration Ads on LinkedIn
- Conversion Ads on LinkedIn
Awareness Ads on LinkedIn
Begin with an awareness ad to get your brand on the tip of people’s tongues. These advertisements aim to get people talking about your products, services, and brand.
You can also attract more followers, increase views, and stimulate more engagement with this impression-based marketing.
Read More About LinkedIn Ads Startup Checklist: A Checklist for Beginners.
Consideration Ads on LinkedIn
If you want to qualify leads already familiar with your brand, use a consideration ad.
These commercials are designed to assist advertisers in achieving the following objectives:
- Increase the number of visitors to your website and landing pages.
- Encourage likes, comments, shares, and visits to other social media platforms and websites through engagement.
- Video views: Use video to share your company’s narrative, the latest product, or a day in your life.
Conversion Ads on LinkedIn
Consider a conversion ad if you want to generate leads or close a deal. They can assist in achieving the following three goals:
Lead generation: Generate leads on LinkedIn by using pre-populated forms with LinkedIn profile information.
Conversions on your website: Motivate more visitors to download an ebook, join up for a subscription, or buy a product.
Applicants for jobs: With a job posting, you may spread the news about your company’s most recent job opening.
Now the objective of LinkedIn Ads is also evident. For beginner advertisers, these things are essential to know.