When you're considering ads on LinkedIn, you need to be sure that it is the right communication channel through which you can reach the right people. You also have to be willing to invest even more in advertising campaigns (compared to Facebook or Instagram).
At a time when social networks began to be used for business and became more and more popular, Facebook was the most used platform for advertising. Through this network, you could set up a very successful campaign and get a lot of new customers and clients. It was really a great way to reach out to new people and get them "on your side". Today, however, the situation is quite different... Facebook ads is less efficient and requires more money.
And then it comes to LinkedIn... This network had higher campaign budgets from the beginning and you couldn't just create a campaign for only 5 euros. It has discouraged many marketers... but today, this obstacle is somewhat fading away.
What kind of campaigns can you create on this social network and how to set them up correctly?
These are 3 basic types of LinkedIn ads
The first type is Text Ads that appears as a small image with short text and you can find it on LinkedIn News feed on the right. You can set your own budget and control costs with pay per click (PPC) or cost per impression (CPM) pricing options. You can reach just the right people and drive them to your website or landing pages.
The second type is Sponsored InMail which offers sending personalized messages to the people who matter most to your business. The messages is customized to all devices and includes your call-to-action (CTA) button which is always visible - whether on mobile or desktop. Sponsored InMail messages are only delivered when members are active on LinkedIn.
The third and most popular type is Sponsored Content which is in a professional news feed across desktop and mobile. This is ads that looks like a regular post (description, image/video, title,...) and is displayed to the most relevant audience.
This is how you set up LinkedIn campaign
After signing in to LinkedIn, move the your mouse cursor right and click "Work". After that, the right window appears and you have to click "Advertise".
Then you get to LinkedIn Marketing Solutions and click "Create ad". The Campaign Manager will open and you will able to check all your accounts. There will be also a page with your LinkedIn name under which you can create other accounts and have individual campaigns. If you manage a business LinkedIn page, you can add that one, too.
Once you've created your account (example in the picture above - "Touch4IT Ad Account"), you can click it and you will get to all campaigns and statistics that belong to the account. If you want to create a new campaign, click "Create campaign" in the upper right corner. First, you need to specify the type:
We select the first type "Sponsored Content". In the first step of the process, you have to fill in basic campaign information (campaign name, target audience language) and choose whether you want to send people to your website (or content) or collect leads using LinkedIn Lead Gen Forms. If you choose the first option, you can also add a Follow button to increase followers for your company page.
In the second step, you choose ad content that can consist of an existing & published post on your LinkedIn page or create a new content by clicking "Create Sponsored Content".
In the third step, you create your target audience. You can choose a specific location or select specific targeting criteria like company name or size, job title or function, fields of study, member skills and so on. At the bottom, you decide whether you want to enable the LinkedIn Audience Network.
In the last fourth step, you set up your campaign budget and schedule. In the first box, you choose your purpose or goal which has an impact on a minimum daily budget, too. The "Awareness" option (increasing awareness of your brand) has the highest daily budget, so it is good to choose the first "Website Visits" option. Then, you will set the daily budget that has a specified minimum level, and set bids. A bid is set for each campaign separately, and it is the maximum amount you're willing to pay in 1 click or 1,000 impressions (whichever you choose). As the last, you have to set when your campaign starts and also when it ends.
One you've set up it, you only have to fill in the necessary data for payment and it is done. :)