Why LinkedIn Advertising?
LinkedIn has grown as a current advertising platform in recent years, and with 260 million monthly users there is no reason to hold back. According to Hubspot is actually LinkedIn as much as 277% more efficiently to generate leads than Facebook and Twitter.
With the advertising platform “Marketing Solutions” LinkedIn opens up the possibility to advertise on the world’s largest professional networks. This allows for the possibility to directly advertise most relevant content to people in the market you are working, as well as to analyse results in the same way as Facebook and Google.
Types of advertising, possibilities and evaluation of content
The LinkedIn Promotional Administrator lets you easily create a targeted campaign. You set a budget, choose the target of the campaign and can start and stop the campaign whenever you want.
Which advertisement types offer LinkedIn?
LinkedIn opens up three good advertising types, all adapted to the platform's purpose and function. You can choose from:
- Sponsored content
- Sponsored InMail
- Text adverts
These can be used separately or in combination.
How does LinkedIn evaluate content?
LinkedIn assesses content as either spam or as of low or good quality. This is done by interaction with the content where 1 equal = 1 point, 1 comment = 10 points and 1 division = 100 points. Therefore, it is important to think well about how you encourage interaction with your content, and how the recipient actually engages in the content.
The main factor for the content of LinkedIn is: valueSo let's say that this is the same thing as that. By constantly providing value to your network, current and potential customers, you build trust and authority in the market.
Remarketing via LinkedIn
Remarketing is extremely important in digital marketing as there is the possibility to give people who have shown interest in you a reminder that you are still on the offer page. Therefore, we can thank LinkedIn for the possibility of setting up remarketing campaigns on their platform.
LinkedIn remarketing works – simply – in the way that if someone visits your website, you can eventually run targeted campaigns against them at LinkedIn with the goal of getting them to perform a specific action on your website. To run remarketing campaigns, you create a separate audience for visits from the website. For more information on how to create the audience, read down the article.
You can also use information gathered through email and cookies on the website to run marketing campaigns through other social media such as Facebook, Instagram and Google.
Budsking and bidding
With LinkedIn Marketing Solution you can control the cost of your promotions in a similar way to both Facebook and Google advertising – you set budgets and specify bids!
Budgeting
When a budget is to be entered, there are two main categories of budgeting; daily and total budgets.
Daily budget is a maximum amount indicating how much you want to spend per day. Once the daily budget has been reached, the campaign will close, then run again the next day. The advertisement(s) will continue to appear as long as you have not yet reached your total budget or set a specific ending date.
Total budget is a maximum amount indicating how much you want to spend on the campaign as a whole. Once the total budget has been reached, the campaign will be closed and completed.
Set bid
A bid is the maximum amount you are willing to pay per click (CPC), for each 1000 view (CPM) or for each “send” (CPS). On bidding, LinkedIn offers you two possibilities: automated or manual bidding.
Automated bidding are bids based on machine learning recommendations. This may be an advantage to maximise the effectiveness of your total budget as it is intended to deliver more results (shows, clicks or conversions) based on your goal.
Automated bidding is recommended to understand the performance potential of a budget and how many results the campaign can generate under the budget set. It requires less follow-up, and hence even less control. What one can do, however, is to set up a maximum cost of having more control over cost per result and the costs of the campaign.
Manual bidding is when you set a maximum cost of bids. Example: the maximum amount you want to pay per click (CPC), per 1000 view (CPM) or per video view (CPV).
The amount of the bid is usually determined by the importance of the results of the campaign for the company. So based on an assessment of how much a click, a view or a conversion is worth for the company. The best option for cost-effective advertisers will be manual bidding.
If you want more control and choose manual bidding, it is important to remember that you have to adjust your bids manually while the campaign is active.
Assessment of advertisements
Just like Google evaluates AdRank through auctions, LinkedIn, through auctions, assesses a ranking that says something about how competitive your ad is. That is, if the bid you put for the promotion is not high enough to compete at the level of your competitors, the promotion will result in less opportunities to reach the desired customer.
There is no facility for what works “best” when it comes to advertising. A general remembering rule for LinkedIn is, however, that the higher the bid, the more competitive your ads are and the more likely it is that the target of the campaign is reached as quickly as possible!
How to get started with LinkedIn advertising?
1. Create an ad account
Before you can start an advertisement account, you have to create an advertisement account. This is a relatively simple problem. Log in to your LinkedIn account and do the following.
- Click work top right of the top menu, select ad.
- You have now been passed on to a welcome page. Fill in the information and click Create an account.
- Note: In order to create a sponsored content campaign, you need to have a page on LinkedIn. Something you probably have if you want to advertise on LinkedIn.
2. Install LinkedIn Insight Tag
LinkedIn Insight Tag is a conversion tracking code that is placed on the web page in question to analyse, collect a list and measure the effects of your adverts.
By putting LinkedIn Insight on the website you can match web pages to members at LinkedIn, you can also set up remarketing campaigns on the website with demographic segments. This is done by implementing a small amount of Javascript.
How to install LinkedIn Insight Tag?
- Login to the campaign administrator
- Choose the correct account name
- Select account resources in the Top menu, select Insight Tag, click Install My Insight Tag
- Copy Javascript and add Javascript to each side of your domain, the most curious thing here is to put it just before the end of the <body> tag in the global foot.
- When LinkedIn receives a signal that the tag is correctly placed on your website, the domain will appear below Insight Tag in the Top menu.
Note: Insight Tag is only needed to be placed on your website once and can be shared across your teams. The tag also allows you to implement via Google Tag Manager.
Three. Create the audience and run advertisements!
When both the LinkedIn Ad Account and Insight Tag are ready, and you can start creating different audiences and running ads targeted at them. Login to the campaign administrator or if you have already logged in: be aware that you select the correct account for which you want to create the audience.
- Click account resources in the Top menu, select matched audiences and click create a target group.
- You now have 3 options: target group for website, upload list or lookalike audience. What you choose is up to you and the goal of the campaign, but for this example we create a target group for website so that we can advertise against those who have shown interest in our website.
- Select target group for website, name the target group and add the URL you want to follow up (this URL must belong to the domain where you placed the Insight tag before).
- Click create. When Insight Tag is ready and the target group contains more than 300 people, you can run marketing ads for the target group.
Note: It may take up to 48 hours to build up an audience, this depends on the traffic on your website.