Advertising on LinkedIn in 4 stages

An ordinary bank account and a credit card are all you need to set up an advertising campaign on LinkedIn. So anyone can very easily publish an ad on this social network and generate increased traffic to their own website. In this article, we will look at the different steps to take to set up a LinkedIn advertising campaign and provide some tips on how to start off on the right foot.

1 / Choose the type of campaign you need?

A/ Design an advert

First of all, you can create your advert from an image (50×50 pixels), a heading (maximum 25 characters), a text (maximum 75 characters) and a destination URL. You may also wish to include a video. This advert will then be published on LinkedIn on the basis of the target audience criteria you select.

You need to give your campaign a name and choose the target language. When selecting the destination URL, don’t make the mistake of directing your visitors to the home page of your website.  After all, the people who click on your advert want more details about the content you publish.  Unless your home page refers to the information in your advertisement, it is better to create a dedicated page for your advertising campaign.

Although it’s not essential, visual appeal is extremely important and can increase your number of clicks by around 20%. The fact is that a visually attractive ad will catch the eye of visitors more easily if the page is already loaded with text.  Don’t forget that, even if you have the most visually appealing advert ever created (and maybe you do…), your target is exposed to between 500 and 2000 ads per day (yes that really is a lot). Obviously, these figures include all kinds of channels (written press, internet, radio etc.). So try to be as original and relevant as possible, without being too pushy (colors too bright, text too big). Remember that you can create up to 15 different scenarios for your ads so don’t be afraid to try things out and find out what works best for you.

B/ Sponsor a new item

If you decide to go for this second option, you can choose between your own publications or those appearing on a news feed to which you are linked.  This option has the advantage of generally being less expensive than ordinary advertising and visitors don’t have to leave LinkedIn to view your content.

It is important not to confuse LinkedIn with social networks like Facebook or Twitter because the purpose of its users are not the same. In fact, LinkedIn is a social network for professionals and it is used to search for information rather than for entertainment. This means they will be less inclined to leave the platform if your advert appears before they find what they first came looking form.

2/ Targeting

Once you have set up your campaign, you need to select your target, starting with the geographic area you are aiming for (continents, countries, states, cities), the kind of business or sector and the profile of your audience (role within a business or level of seniority). Don’t forget you can also leave the “Business” and “Position and/or seniority” boxes unticked, selecting the « all » option which will target a wider audience.

If you want to define your target audience even more precisely, you can introduce more detailed selection criteria by clicking on the link “More target options” situated at the bottom of these first three criteria. You will then be able to choose by establishments attended by your audience (now or in the past), the LinkedIn groups they belong to, gender and/or age.

As you complete your targeting criteria, a counter on the right of the screen will indicate how many LinkedIn users you will potentially be able to reach out to. Targeting your audience carefully is crucial because the criteria will affect both the cost of your advertising and the conversion rates you achieve.

3/ Select the payment options for your campaign

Here you choose the budget that you intend to spend for your advertising and also how you plan to pay. For instance, you may decide to pay only when the target user clicks on your advert (so that you are sure that they have seen your message and are potentially interested in your content). In this case, it doesn’t matter how many times your advert is shown on the platform, it will remain there until your agreed budget has been spent.

You could also go for the “CPT” option (“Cost per Thousand impressions), meaning you pay a fixed price for your advert to appear at least 1000 times on the results page of your audience. The higher your budget, the more widely your advert is published.  This option usually costs rather less than pay per click (PPC) but you have no guarantee that people really paid attention to your advert or that they clicked on it. This option is generally preferred by advertisers who want to improve their visibility without necessarily aiming to increase the amount of traffic to their website.

In both cases, you must choose a ceiling, i.e. the maximum amount you are prepared to pay to have the target click on your advert or to see your ad in the search results.  You also need to set the campaign’s daily budget (minimum $10), the total budget (the amount you plan to spend overall on your campaign; minimum $10 here too) and the end date for publishing your advert. If you don’t specify an end date, the campaign will continue until your total budget has been spent.

4/ Paying for your campaign

To finalize your campaign submission, you need to provide your banking details and invoicing information. If this is the first time you publish an advert, LinkedIn will charge you $6 to active your account.  We mention this point because people (with a tight budget) are often annoyed to discover this only after they have spent time completing the previous steps…

You are welcome to contact us if you would like our assistance to create and manage your LinkedIn campaigns.

You still have questions? We will be happy to answer them! Do not hesitate to contact us by filling out a form or call us at 514 437 4245 and ask Maxence who can guide you in your choices.