60 seconds Linkedin expert tough talk – LinkedIn Advertising is a small price to pay

March 10, 2015 |  by  |  Business, Linkedin Blog

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LinkedIn is a highly targeted communications channel, it offers marketers great opportunity because you can reach up to 300+ million active people on LinkedIn. This means you can target people quickly and easily due to its “smaller audience” the profiles on LinkedIn contain specific, up to date professional information.

So placing an advert on LinkedIn seems like a good idea. Firstly you’ll need to find your target audience by searching for job titles, it is easy to focus your targeting after specific searches. After choosing your specific target audience you will need to create the ad campaign.

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  • Campaign Name: Create a name for your campaign.
  • Ad Language: Select the language for your ad.
  • Media Type:  Select either a basic advertisement that follows the traditional format, or a video ad that includes a play button on the image.
  • Ad Destination:  This will allow you to link your ad to either a LinkedIn profile page or an external URL. If you are driving traffic to your website, tag your URLs so that you can measure the engagement and quality of traffic in your analytics platform. If you are not familiar with the tagging of URLs, there are numerous URL tagging tools (like this one).
  • Ad Design:  Create your headline and description. Note that LinkedIn is a bit limited in this regard. The headline has a 25-character limit, and the description cannot exceed 75 characters (2 lines). You can also add your imagery here. Note that as you edit your ads, a thumbnail preview appears on the right side. The preview also allows you to toggle the ad size. Make sure you carefully inspect the ad preview to ensure that the image you used is visible and eye-catching.
  • Ad Variations:  LinkedIn allows you to create multiple variations of ads. For each ad, you can choose either an external URL or a page on LinkedIn. Note that the choice of location does not affect the price — it costs just as much to send traffic to external pages as it does to send it to internal pages. Also, keep in mind that LinkedIn advertising is push advertising, not pull. That means that your audience is not actively looking for your product or service, so you have to work harder to make sure your ad stands out and captures the user’s attention. For example, I have seen question-style headlines get better engagement than statement headlines.

Once you have done all of this it’s time to star targeting your audience. Since you have already done a check on who you want to target, LinkedIn makes it simple to find the people who you have decided to target. So choose your specific range for the audience and preview your reach before posting it online.

 

In terms of budget LinkedIn requires a minimum of $10 a day, so to budget for this ensure you have enough  money for at least 100 clicks a day, this might seem expensive but the ROI could cover you. LinkedIn ads are worth the money as the targeting can be very specific and multiple campaigns can be run at once. 

Tough Talk:

Make sure you proof read all the details you input into the ad creation page any spelling mistake could be costly. 

Top LinkedIn Tip:

Make sure you do your target audience research thoroughly you could miss out on reaching people if you go at it haphazardly.

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Dr. Mark D. Yates

Dr. Mark D. Yates is a global #1 LinkedIn consultancy business growth specialist, LinkedIn speaker, LinkedIn Sign & LinkedIn training instructor & CEO of Link Business Marketing Ltd. If you need to hire a LinkedIn expert to help you gain profitable business growth, contact him. Tel: UK 0203 390 2013 Email: drmarkdyates@aol.com, connect with him on LinkedIn & Twitter You can view & download his dynamic independent LinkedIn training program at: linkedinswat.co.uk.

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