When it comes to B2B marketing, there’s nothing quite like LinkedIn Ads. Here’s everything you need to know to get started with them.
Designed to facilitate professional connections, LinkedIn Ads can be one of the best platforms in your marketing arsenal – if you know how to use it.
Why should you advertise on LinkedIn? The platform boasts 850+ million members, with 40% of visitors engaging with a page every week. Check out this article for more data from LinkedIn, including paid engagement stats.
Ready to get learn how to advertise on LinkedIn? Let’s go.
LinkedIn Advertising Options: An Overview
LinkedIn used to be extremely limited with its advertising options, which didn’t give marketers many options for achieving their goals.
But that has changed. LinkedIn appears committed to providing advertisers with the freedom they need to create ads based on their specific objectives, namely one of the following:
- Brand awareness.
- Website visits.
- Video views.
- Lead generation.
- Website conversions.
- Job applicants.
The most commonly used objectives with LinkedIn advertising are lead generation, job applications, video views, and website visits, but you can successfully use the platform for any of these.
Why Advertise On LinkedIn?
Billing itself as “the world’s largest professional network,” LinkedIn has more than 875 million members in more than 200 countries and territories.
And, as the only social platform focused solely on business-to-business connections, it’s the ideal place for B2B marketing.
No matter what industry you’re targeting, you’re going to find the majority of the major players on LinkedIn.
Even more importantly, LinkedIn is a platform where you’re most likely to find the actual decision-makers you’re looking for. Need to identify the C-suite executives of a manufacturing firm? LinkedIn is the place to look.
Trying to go after mortgage brokers at small- to mid-sized firms? LinkedIn lets you do that.
Hiring for a new sales role and want only candidates with 5+ years of experience? You guessed it, LinkedIn is the place to search.
According to the platform’s own research, 80% of LinkedIn members influence their organization’s buying decisions, they have twice the buying power of an average web audience, and they are a whopping SIX times more likely to convert.
So again, if you’re not using them already, you need to get on the LinkedIn Ads train right away.
How Do LinkedIn Ads Work?
Using LinkedIn Ads is a fairly easy process, particularly if you have experience in pay-per-click (PPC) advertising already.
To get started, sign up for LinkedIn Business Manager. This gives you a single place from which you can manage all your ad accounts and pages.
In this step, you can invite team members and partners, set permissions, and add assets.
From there, you just need to choose an objective (awareness, consideration, or conversions), choose your targeting options (location, attributes, etc.), pick your ad’s format, and set your budget.