LinkedIn Ads

LinkedIn is “the most professional” of the most important social media platforms, which is now used by over 450 million users worldwide. And since LinkedIn’s main goal is to have professional connections and updates, it should always be part of a company’s social media strategy, at least as an official company presence, possibly as a career tool and employer branding, but more often as a communication channel. As described in this post, the advertising opportunities have now been greatly improved and more interesting!

Whether generating leads or building brand awareness, LinkedIn has a network of millions of professionals around the world. Clearly, XING is still a topic in German-speaking countries, but is losing importance. LinkedIn’s self-service solutions can be used to create targeted ad campaigns that match the company’s marketing strategy. In Campaign Manager – LinkedIn’s all-in-one advertising platform, ads are created, analyzed and optimized. Ad formats include Sponsored Content, Sponsored InMail and Text Ads in Campaign Manager.

Campaign Manager

In Campaign Manager, you can use the following features to manage and optimize your ads on LinkedIn:

- Dynamic visual reports with search and filter capabilities
- Overview of all actions generated by the content campaigns, such as clicks, likes, shares, comments and follows
- View the demographic categories of users clicking on the ads - at the account, campaign, and ad levels

LinkedIn Ad Formate

There are several ways to bring the message of the company or brand in the LinkedIn network to the relevant target audience. Depending on which goals and user groups want to be reached, the content can be prepared and the appropriate ad format selected. In addition to the display formats shown below, there is also the option of Display Ads. However, these are only possible with an account manager care.

(Direct) Sponsored Content

This ad format makes it possible to display already published posts in addition to the followers of the company page to other LinkedIn users. Sponsored content is therefore native advertising, which appears directly on the LinkedIn feeds of the target groups.

(Direct) Sponsored Content Ads can improve brand awareness and perception. The target groups are made aware of the products and services. Interesting content can also be used to deepen and rebuild customer relationships and facilitate communication with the company. Relevant content can also generate new leads by recommending others to the network.

Publishing the following content is well-suited for (Direct) Sponsored Content:

• Links to current whitepapers
• E-books
• Case studies
• Specialist article
• “How to” article
• Visuals, that catch the eye

Sponsored InMail

Sponsored InMail is an ad format that allows you to deliver personalized, relevant content through LinkedIn Messenger. Messages end up in the members’ mailboxes and Sponsored InMail ads are also sent to active LinkedIn members only. ATTENTION: Especially with this format, the targeting is very sensitive – a direct message is always rather personal and you should not act too direct and promotional here, but necessarily have added value for the target group ready.

A combination of sponsored content and Sponsored InMail can optimize the performance of a campaign. The interaction rate and the click-through rate can thus be increased, as it only directly addresses those who have shown interest.

Sponsored InMail recommends publishing the following:

• Invitations to webinars and industry events
• E-books
• Product sheets
• Invitations to demos and signups for certifications
• Infographics
• Campaigns for blog subscriptions

Text Ads

Text ads appear on the desktop in the column at the top right. They show a small picture and a short text (100 characters). Text ads are simple, but effective to raise awareness of target groups or generate leads.

With Text Ads, audiences can be optimized based on location, demographics, skills, interests, and more, and displayed according to available budget per click or impression.

The ad format is suitable for the following publications:
• E-books
• Product sheets
• Invitations to webinars and industry events
• Live demos and signups for certifications
• infographics
• Campaigns for blog subscriptions

All informations are from the “LinkedIn Content Marketing Action Plan” paper and more details you can find here.