With millions of users across the globe, LinkedIn
is a flourishing social network platform for professionals. It presents a huge
opportunity for B2B marketers by ensuring that business messages are received across
this professional forum. The main concept behind
LinkedIn’s advertising platform is very the convenience of creating text,
video, and image ads, which are displayed on your page or promotes your content
through the news feed of your target audience. If you are looking to tap
LinkedIn’s advertising potential, here are some important tips to help you.
Create eye-catching
ads
LinkedIn ads are just 25 characters for the
headline and 75 characters for the description. You need to write compelling content
within these limits to draw the attention of your target audience. For PPC ads,
insert a picture that is in sync with what you are providing to your visitors.
The network allows you to direct your
audience through a link to your LinkedIn page or your own site. Wherever you
send your readers, make sure to include a direct call to action.
Narrow down your
audience
While spreading word about your venture,
direct your ads to the most relevant prospects. Some targeting options include
industry, job function, and professional groups.
As per statistics, the more specific your ads
and targeting are, the better is your ad’s performance. You can use Google
Analytics to check the efficacy of your targeting.
Campaign variations
LinkedIn recommends marketers to create a
minimum of three ads for every campaign; each carrying varying images and
content. The network next displays the ads to your target audience. As you
start receiving clicks, the top ads are shown more frequently so that it gets even
more clicks.
LinkedIn allows you to change the settings so
that it can show your ads at a more even pace. You can continue to run the ads
that are successful and remove the ads that do not get much clicks.
Budget and bid
strategically
Your daily budget in LinkedIn campaigns is
the maximum amount you are ready to spend on a day. The site shows ads at
different times of the day and charges accordingly. When you have exhausted
your daily budget, the ads stop showing. If you are not receiving as many
clicks and impressions as you would want, it can help to increase your daily
budget.
About bidding, when a prospect visits a page
on the site, there is an "auction" between the ad that you have
placed and other advertisers. LinkedIn offers a bid range - the higher you bid,
the more you are likely to "win the auction", which in turn can lead
to more clicks and impressions for you.
Track the performance
of your ads
As with any marketing initiative, you would
want to check the effectiveness of your campaigns.
When you are promoting your website or page
on LinkedIn, CTR (Click Through Rate) is a good way to monitor the progress.
Good ads have a CTR, which is more than 0.025%. If this reduces, you might want
to consider revamping your ads and narrowing down your target audience. If on
the other hand, you have a good CTR, but the lead conversion is low, you might
need to work on your landing page.
LinkedIn advertising can be extremely
powerful if you follow the right approach. Follow these above-mentioned tactics
to achieve your marketing goals.
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