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Linkedln Ads target audiences based on their job title, location, industry, company size and more. The Ads allow businesses to create different ad campaigns to achieve their brand goals. Whether to drive traffic to your website, generate leads, or increase brand awareness LinkedIn can do it all. Furthermore, Linkedln offers a great space to network with other industry competitors and their audiences.
For these reasons, Linkedln is a great platform to use for advertising your brand to your ideal customers. Linkedln also has members in over 200 countries, and with 29 million users are subscribed to a newsletter on the platform. Additionally, 40% of the users on this platform interact with a page organically every week without the use of ads which is very hard to come by. Using Ads therefore increases your reach even more and the platform has several types of ads and ad strategies you can use to reach your ideal customer.
Types of Ads on Linkedln
Linkedln Ads offer four different ad campaign types and each campaign has its own objective and targeting options. The first type is sponsored content which is defined as native advertising that can appear in a user’s newsfeed. This allows businesses to promote content to a specific audience and is great for driving website traffic, increasing brand awareness, and generating leads. Another type of ad campaign is the sponsored InMail which is a personalized message that can be sent to a user directly into their Linkedln inbox. Bussinesses can use this to send targeted messages to a specific audience. Sponsored InMail also works for creating efficient lead generation and increased conversion rates.
The third type of ad campaign on Linkedln is the text ad which is simple ads that appear on the sidebar when a user is on a Linkedln page. Text ad is good for promoting your product or service and ultimately helps drive traffic to your website. A text ad can consist of a headline, brief text, and you may also include an image to visually engage users. The recommended length of a text ad is 25 characters for your headline and another 75 characters for your description.
The last ad campaign type offered by Linkedln is the dynamic ad which is a personalized ad that similar to the text ad appears on the sidebar of a Linkedln page. Dynamic ads are also great for increasing your brand awareness and driving engagement to your page. This type of ad is tailored to each member and personalized as it uses data from their Linkedln account. These four Linkedln ad campaign types can be used to reach your ideal customer but it is also important to incorporate ad strategies to ensure the success of your ad reach. According to Linkedln the platform has over 58 million registered companies so here are three ad strategies to ensure your brand does not get lost in the crowd.
Target a Specific Audience
The success of a Linkedln Ad campaign is dependent on how well a business targets its ideal customer. Defining your target audience before creating an ad will help you determine the content of your ad. By collecting data on your ideal customer such as job titles, occupation, and interests you create a good foundation for your ads. A great tool that helps businesses narrow down to their specific market is the Linkedln targeting options. Matched audiences is one of the targeting options that allows a business to target users who interacted with the company in the past. This can include users who have visited their website, engaged with content, or subscribed to an email list. Matched audiences is also an effective tool when driving conversions and retargeting. A company should experiment with different targeting options and test on different user profiles to see what works best.
Create Effective Ads
After a company has defined its target audience and chosen the targeting options it is time to create ads. Ads can be optimized using different ad techniques and elements that help capture and retain audiences. However, using attention-grabbing headlines should be the first thing a company focuses on before creating their ad. A user will see your headline in their newsfeed before seeing the content of your ad so it is essential to have an inviting headline. In addition to having an inviting headline, eye-catching visuals are a powerful tool to grab a user’s attention and communicate a message. When creating a visual for your ad keep in mind the relevance of the visual element to your ad and brand image.
Another important technique to create effective ads is keeping your message clear and concise. Users should understand what your ad is convening within the first few seconds of exposure to the ad. To help a user understand your offering it is best to focus on the benefits rather than the features of your product or service. Users are more engaged when confronted with a product that can improve their lives or helps them solve a problem.
Other techniques you can incorporate to create more effective ads consist of adding a call to action (CTA) and using A/B Testing. A CTA encourages users to click on a page or fill out a form, it is ultimately a statement that compels your audience to take action. A/B testing is used to test two different versions of your ad and helps you determine which version perform better. This method of testing can be used on visuals, messages, headlines, and CTAs to help optimize your ad campaign. Additionally, monitoring your ad campaigns using Linkedln analytics will help you adjust your ads when needed.
Optimize Your Landing Page
Ad campaigns are only as effective as your business’s landing page so it is crucial that your landing page is designed to convert users into customers or leads. A landing page that matches your ad’s messaging will be easier to understand for users as it creates a better transition. Furthermore, a landing page that is simple to navigate will help users stay interested as they find information more easily.
Linkedln Ads is a powerful tool for businesses to use when targeting their ideal customer. By defining your audience, using targeting options, and constructing effective ads you will drive website traffic, generate better leads, and increase your brand awareness. For better results your company should also monitor, adjust, and optimize its ad campaigns and landing pages. Businesses that utilize Linkedln Ads and implement these ad strategies will ultimately increase their business growth and reach their business goals.
