LinkedIn adVertising.
The benefits of LinkedIn Advertising.
More conversions compared to other social media platforms
Access to decision makers
Using tools to narrow down potential customers with defined search criteria and lead leads through the funnel faster
Extend the existing network, automatically or manually
Achieve expert status through the appropriate integration of efficient content marketing
Filter out the right contact person through optimal targeting
Checkout our whitepaper on the topic
We prepared all the necessary details you need to know about creating LinkedIn Ads.
Image Ads.
Image ads are the classic ad format and can be placed in the LinkedIn news feed. The ad image has the greatest influence on the click rate, followed by the headline (formatted in bold) and the introductory text. In ad split tests, different images offer the greatest potential for increasing the click rate. Compared to other platforms, LinkedIn gives advertisers a lot of freedom in designing the ad image.
Video Ads.
Video ads are structured in a similar way to image ads, with the difference that there is no descriptive text below the video. As with other advertising networks, the video starts automatically but is muted. The use of subtitles is therefore an important success factor here too, so that the message reaches the user. The most important information should be placed at the beginning of the video; the first 5-10 seconds are critical here.
Carousel Ads.
This ad format, consisting of several images, is ideal for explaining a process or telling a story and can therefore also be used as a static alternative to a video. A popular “trick” is to create an image that is divided into the individual elements and thus encourages the user to click further.
Text Ads.
Text ads are the “simplest” ad format, consisting of just a small image and some text, or just text. The ads can either be placed on the right side or at the top and are mostly used in campaigns with the goal of “reach”, as the click rate is very low.
Follower Ads.
This ad format, consisting of several images, is ideal for explaining a process or telling a story and can therefore also be used as a static alternative to a video. A popular “trick” is to create an image that is divided into the individual elements and thus encourages the user to click further.
Spotlight Ads.
With Spotlight Ads, companies can create personalized ads promoting products, services, or events. The display of the profile picture of the user can be deactivated like the ad description, whereby the profile picture is the element that makes this format so attractive.
Job Ads.
Job advertisements are a separate advertisement format for the application of job offers in a company. In this format, too, the profile picture of the user is integrated into the ad.
Message Ads (Sponsored InMail).
With Message Ads, users can be addressed directly in their mailbox if they are active on the platform. Since the mailbox is the recipient’s personal environment, the offer should also be tailored to the target group and be highly relevant. A big advantage of this format is the high opening rates of up to 50%. Billing takes place per message sent (CPS – Cost per Send).
LeadGen Forms.
Although forms are not a separate ad format, they can be combined with sponsored content ads and message ads to generate inquiries directly in the platform. Since the forms can be pre-filled with the users’ LinkedIn profile data, significantly higher completion rates are possible compared to forms on your own website. It must be noted, however, that the quality of the inquiries generated via LeadGen Forms may be lower, as the effort involved in filling them out is significantly lower.
A form can be managed in the Campaign Manager in the Account Assets area and assigned to several advertisements. The generated requests can also be exported to the account assets.
CLIENT EXAMPLES.
NEED TO KNOW.
LinkedIn Advertising offers targeting opportunities that are not offered via other channels. Especially the combination of company size with job positions allows a very accurate isolation of the advertising message in relation to the defined buyer personas.
The target group definition and the campaign setup, depending on complexity, need at least two weeks. Depending on the advertising material to be created, the creation process can also last longer.
In order to make the orientation and the appearance ideal, an accurate briefing is advantageous about the target group, as well as a preparation of the advertising material.
LinkedIn usually performs no long learning phases of the campaigns. The first impressions and clicks are visible after a few days.
LinkedIn offset on the basis of a defined day budget, which is required on the basis of the term in a minimum budget. The costs are broken on click prices.
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