LinkedIn is the social network of business professionals. With more than 150 million members, it can be an extremely important and effective advertising opportunity when used correctly.
The demographics and targeting options of advertising on a social network are powerful and a key differentiator of other PPC advertising outlets. It’s those differences that get people excited, but often times they seem to be the reason why people give up too quickly on them. A mindshift has to occur no matter which paid search outlet you use so you can understand your options, adapt your targeting, and achieve your goals.
LinkedIn Ads are painfully easy to get started using and it’s one of the smoothest systems for quickly getting you going. That said, that ease can easily lead to misteps and result in your campaigns not running effectively. So when you sit down to do this, take your time!
Once you sign in to LinkedIn Advertising you will immediately be prompted to start your first ad. Stop right there!
You should question whether you’re running your ads for yourself or on behalf of a company. Almost 99.9 percent of the time it’s probably going to be for a company. If that’s the case, you’ll need to create a business account. This is hidden under the dropdown of your name in the top right of the screen.
When you start typing a company name, LinkedIn automatically drills through its database to find the company. And by choosing that company name you state that you’re authorized to represent that company. On the honor system. Surely nothing bad could ever happen with that. *cough* *cough*
But since you’re a nice person you’ll probably want to add a representative of that company (if it’s not your own as a user). Just start typing their name and if they have a LinkedIn account, they will be found and notified. You can set permissions and notifications as well:
A note on Admin Access: Once you make someone an Admin, you won’t be able to undo this without contacting customer service. You should keep this in mind before passing this out to potentially disgruntled future ex-employees. Standard Access should be fine in most cases.
You can do this is three easy steps, but each one comes with a choice:
There’s not a ton of room to work with due to these ad limits, but you can still craft effective calls to action, branding, and visual impact. Remember to test your Ads! Try different pictures, headlines, and offers depending on your goals.
Now comes the fun part of social media advertising, figuring out who to serve your ads to. The possibilities are staggering to say the least. Without delving into the specifics of the above displayed options here are some suggestions on best practices.
Your budget is a campaign strategy component that should be in place before tackling something like this. It would be foolhardy to specify hard figures, but here are some minimum guidelines:
After that, its giving them your credit card info and clicking go.
As with all forays into online advertising, don’t forget to test everything. Always.
Don’t be discouraged if your first try doesn’t get you the results you wanted. Lots of opportunities are available. Each pitfall is a step on the ladder to success if you learn why things did or didn’t work.
Written By -
Chief Operating Officer & Vice President of SageRock Greg Habermann has been working at SageRock, Inc. since 2005 where he is the Chief Operating Officer and Vice President. He’s intrigued by just about everything that web marketing has to offer. Greg has worked in many facets and forms over this unique space, from design and search engine optimization (SEO) to crafting pay-per-click (PPC) and social media campaigns for some of the top brands in this country.