Linkedin Advertising Best Practices
As important as it is to know the technical aspects of LinkedIn advertising, all the information Ive shared with you today is pretty much useless if you dont know how to leverage it to build successful campaigns. That, dear readers, is why I want to wrap up with some time-tested LinkedIn advertising best practices. Heres three to take with you as you get started!
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When youre setting up ads, keep a close eye on the estimated audience count in the top-right corner of LinkedIn Campaign Manager. This number doesnt reflect how many people your ad will reach, but it does tell you how many LinkedIn members match your targeting criteria overall.
Although you can launch campaigns that target as few as 1,000 members, I recommend trying to keep your audience larger than 100,000 members for optimum scale. Never go below a target audience size of 50,000 or youll risk too few people seeing your ads, which leads to ad fatigue and poor results.
To help you keep your audience size large, follow the 2+1 rule: Create an audience with no more than two categories plus the Location field. Choose as many subcategories as you want because this broadens your audience but keep the overall categories at two whenever possible.
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By default, LinkedIn will attempt to show you ads that are relevant to you, based on information such as your location and demographic data. This also includes showing you more relevant ads based on the companies you follow on the professional network. If you want to stop LinkedIn from showing you ads based on the companies you follow, our guide will show you how to turn this setting off.
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Linkedin Advertising Targeting Options
This is where LinkedIn advertising gets exciting. The targeting on this social platform is better than most. Its regularly updated and thorough, because professionals like to brag about all of their promotions and achievements. Members contribute their own job titles, company names, seniority, professional interests, and more. With over 500 million members consisting of 73 million senior-level influencers and 45 million decision makers, its extremely likely your LinkedIn ads are going to land in front of the right eyeballs.
Linkedin Programmatic Display Ads
LinkedIn joined the fray of programmatic offerings, which is great news for B2B advertisers who rarely have good options for targeting. With these display ads, you can target the largest professional audience based on intent or personas but more on LinkedIn advertising targeting options later. In terms of ad creative, its your run-of-the-mill display ads. Marketers can choose their preferred demand-side platform or trading desk and buy inventory through open or private auctions.
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Think Of It As A Numbers Game
“I have learned that LinkedIn marketing is more science, less art. In other words, it’s a numbers game. I know that each Wednesday, I’ll touch at least 2,000 C-level executives. These touches will lead to about six responses, and two of those six will become clients. Instead of attending trade conferences, exhibiting and speaking at a cost of approximately $10,000 per conference, I have built my own practice for less than $1,000 a year for marketing, $250 of which goes to LinkedIn for a Premium account. I can afford a few hours each week of my time more than I want to swallow the $40,000-per-year pill that I know most of my colleagues spend, attending an average of four conferences each year.” Greg Taylor, owner of Telecom Law Attorney
How To Delete An Ad On Linkedin
This article has been to show the latest version of the LinkedIn Campaign Manager.
When creating a campaign on LinkedIn, youll sometimes create an ad you later want to delete. If thats the case, you should know there are two ways to remove an ad on LinkedIn:
Ill explain both these in more detail below.
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Remove Ads From Cortana Search Box
How to block them:
Luckily, you are able to remove most of the ads from Windows 10 to enhance user experience.
How to fix when the Windows 10 taskbar is not working:
Remove Ads From Lock Screen
It’s easy to find Windows 10 ads appeared on the desktop. If you dont want to see ads on a lock screen, please set a custom picture/slideshow, instead of using Windows Spotlight.
- Through Windows Spotlight
- Using your own custom background
Though it’s impossible to block ads when you are using Windows spotlight, you can actually choose to see only custom background picture or slideshow.
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Use Images And Videos
Once you know what to post on LinkedIn, heres a tip to help you drive engagement to your LinkedIn posts.
According to , one of the best practices for running a LinkedIn Company Page is to use rich media like images and videos. They found that images lead to a 98 percent higher comment rate while links to YouTube videos can result in a 75 percent higher share rate.
If you are looking for the ideal image sizes for sharing to LinkedIn, we have them , I would recommend doing that, instead of posting a link to your YouTube video. When quintly , they discovered that videos uploaded onto Facebook have, on average, a 110 percent higher interaction rate and a 478 percent higher share rate than YouTube videos on Facebook. Its likely that LinkedIn, like Facebook, would prioritize LinkedIn videos over YouTube videos on the feed.
Designate Your Linkedin Ad Audience
Next, choose the parameters of your target audience. Targeting who sees your ad can help it fulfill its campaign objective the more specific and relevant it is to your audience, the better itll perform.
LinkedIn allows you to target according to a few different categories refer to our points on targeting options that we reviewed above.
You don’t have to use all of LinkedIn’s targeting options but, the more specific the targeting criteria, the more relevant it’s likely to be to the audience you select. And, therefore, the more likely you are to have a better ROI.
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Choose Your Linkedin Ad Placement
Next, decide whether you want your ad to be displayed on the , which gives your campaign more reach and exposure among LinkedIns third-party platforms and sites. Note: This option isnt available for every ad type.
You can also choose to exclude or block certain categories, applications, and sites in the Network if you so choose.
Using Only One Linkedin Ad Placement Per Campaign
There are three main types of you can run: sponsored content, sponsored InMail, and text ads. Sponsored InMail ads are messages that run within LinkedIn Messaging and text ads run in the right-hand sidebar of the site on desktop.
While all of these placements can provide great results, most advertisers focus on sponsored content as their placement of choice, and like all forms of display ads, your images are crucial.
The high budgetary requirements on LinkedIn can often force advertisers into creating just one campaign, but this shouldnt limit your number of ads. Campaigns with a $10 per day budget can still run multiple ads so dont make the mistake of limiting your creatives.
Create a minimum of four ads per campaign with different imagery and designs. You can even test video and carousel ads to see which performs best with your target audience.
Dont limit yourself the goal is to try as many quality ads as possible and make decisions based on the data you find on the Website Demographics and Campaign Performance tabs. It will be very evident which ads perform best after you look at the numbers. From there, you can tailor your campaigns to feel more like your top-performing ads and less like your weakest performers.
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Is It Possible To Hide Or Improve Linkedin Adverts In My Feed
Ad targeting is at the forefront of the privacy versus data analytics war nowadays and thats really what youre talking about. The more information youre willing to share with sites like LinkedIn, the more accurately it can target adverts to match your interests, experience, plans and demographics. But to do that, you give up quite a bit of privacy: do you want advertisers to know when youre on a date, where you go on holiday, that you and your spouse are involved with an IVF procedure or that your parents have dementia? If youre posting about these things even on another site then thats also getting into your data set and therefore can probably be utilized by advertisers.
When done well, its actually not too bad if youre planning a trip to the Bahamas, getting adverts for places to stay or tourist attractions in that area might be a boon and much appreciated. But conversely if you block all information, you might be getting invitations to travel to countries or areas that you absolutely dont care about. Trade offs. And its based on how you configure your privacy settings.
But theres more you can do to improve your advertising experience. Lets start with the most basic, heres an ad that showed up in my LinkedIn feed from Verizon:
Every possible action is tied to the little link on the top right. Click on it and a menu of options appears:
Heres what LinkedIn shows for me, knowing some of my interests and professional pursuits:
Keep Testing And Optimizing
Based on the insights collected from your performance tracking efforts, youll discover some excellent opportunities and ideas to improve your ads.
Run A/B tests on different LinkedIn ad types, ad creatives, ad copy and CTAs. Find out what resonates with your audience and use that to further improve your ad performance.
Additionally, you might even want to use A/B testing to optimize your ad targeting. Make slight alterations to your targeting criteria to identify which audiences are most responsive to your ads. This will eventually help you perfect your LinkedIn ad targeting and get more out of your advertising efforts.
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Linkedin Cpc By Regions:
- United Kingdom: $7.00
- United States: $9.90
Targeting by countries will affect your cost too. From the average CPC by country, youll notice that matured markets tend to have higher CPCs. These countries are usually home to many business HQs as well.
The concentration of decision-makers in a country created high demand. Increased conpetition in the ad auction causes prices to spike.
Watch out for seasonality. For example, during the outbreak of COVID-19, the prices of CPC dropped drastically. Many advertisers were in fear and stopped advertising. This resulted in a price decrease. The same can be seen in December where the price decreases. Yes, you heard me right. Linkedins CPC decreases mid-December onwards.
Many advertisers think that decision-makers have gone on a December break and are no longer on Linkedin. But thats far from true. December is actually a time when more decision-makers come online to research new ideas and products. Why? They need to plan a strategy for the following year. With advertisers pulling out and more decision-makers coming on, the CPCs drop.
Conversion Ads On Linkedin
When you want to generate leads or drive home a sale, consider a conversion ad.
They can help meet these three objectives:
- Lead generation: Gain leads on LinkedIn by using forms pre-filled with LinkedIn profile data.
- Website conversions: Inspire more website visitors to download an ebook, sign up for a newsletter, or purchase a product.
- Job applicants: Spread the word about your companys latest job opening with a job post.
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How To Opt Out Of Targeted Ads Around The Web
Cameron Summerson
Cameron Summerson is ex-Editor-in-Chief of Review Geek and served as an Editorial Advisor for How-To Geek and LifeSavvy. He covered technology for a decade and wrote over 4,000 articles and hundreds of product reviews in that time. Hes been published in print magazines and quoted as a smartphone expert in the New York Times. Read more…
Youve spend some time researching a product on your phone, then you open your laptop and find ads for that product plastered all over the place. This has happened to everyoneits called targeted advertising, and there are steps you can take to reduce its effect on you.
Your Linkedin Advertising Costs Are Based On The Type Of Activity You’re Paying For And The Ad Auction
You’ll start your campaign by placing a bid when you launch your campaign.
LinkedIn ads are sold through the ad auction, where your bid competes with other advertisers who want to reach the same target audience.
The target audience is made up of the LinkedIn members you’re trying to reach with the ad campaign. The cost required to win the auction depends on the bid and the desirability of your target audience.
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What Is Linkedin Sponsored Content
Sponsored Content allows you to publish native ads in the LinkedIn newsfeed across both desktop and mobile, helping you raise awareness, build relationships, and drive quality leads:
One way LinkedIn Sponsored Content can be created is with your pre-existing Company Page updates. While these updates only allow you to reach your followers, Sponsored Content allows you to distribute them to targeted LinkedIn users outside of your visitors and followers.
Another option is Direct Sponsored Content, which is a Sponsored Update that doesnt appear on your Company Page, because its created directly in the campaign manager. The purpose of this is to personalize, A/B test, and improve your ads to optimize their performance without cluttering your page.
Regardless of the method, what makes LinkedIn Sponsored Posts truly valuable is that theyre interactive, just like traditional newsfeed posts. Meaning, likes, comments, and shares are all available helping increase the ads virality and engagement.
How To Manage Your Linkedin Privacy Settings
Vann Vicente
Vann Vicente has been a technology writer for four years, with a focus on explainers geared towards average consumers. He also works as a digital marketer for a regional e-commerce website. He’s invested in internet culture, social media, and how people interact with the web. Read more…
LinkedIn is a great way to connect with professionals in your field, find employment opportunities, and build up your credentials. However, its privacy settings can be confusing and difficult to manage. Heres how to fix that.
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How Does Linkedin Targeting Work
helps you run a successful advertising campaign that’s because when you target the right people, it leads to greater engagement and more conversions.
With LinkedIn, the process of selecting the audience you’re going to target works the same way, no matter which type of ad you select.
When establishing who it is you’re going to target, LinkedIn provides over 20 different audience attributes and targeting categories that you can select from examples include company name, company size, member groups, member interests, member schools, job title, job seniority, and skills.
Optimize Your Company Page For Search
A well-optimized LinkedIn Company Page allows your target audience to easily find you on and off LinkedIn . To optimize your Company Page for search, :
Insert keywords. Be sure to incorporate keywords into the company profile information, clearly representing who you are and what you do. If youre not sure which keywords to use, think about it this way: What words or phrases would a potential customer use when searching for your product or service?
There are two places on your profile where you can insert keywords: your company description and specialties.
You can find this by navigating to your Company Page > Manage Page > Overview.
Link to your Company Page. Creating links to your Company Page is essential for boosting your ranking in search. An easy win here is to link to your Company Page from your website, blog, and other marketing materials. Another easy win is to make sure the LinkedIn profiles of employees and colleagues are up to date. When they add your company to their work experience, a link is created back to your Company Page.
For example, on this blog, we link to all our social media profiles, including .
I havent seen too much of this myself but its definitely a bonus for sharing relevant content that your followers love.
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