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LinkedIn Ads: everything and a little more

LinkedIn is an atypical social network. It has a pronounced professional character. The creators themselves position LinkedIn as a network aimed at finding and establishing business links. Many refuse to advertise on this platform, thinking that it is exclusive to recruiters and job seekers. We believe LinkedIn is an excellent platform for B2B. Why is it so? Positioning speaks for itself. The users in the profile indicate the maximum information about themselves. The profile does look like a resume. It is not difficult to find the appropriate specialist and even more so to set up a detailed targeting. Let’s sort it out in order.

LinkedIn Ads: creating an advertising campaign

Primarily, you need to get into the advertising cabinet. You can open the “For work” tab that is on the home page and select the “Advertising placement” option in the drop-down menu.

Alternatively, you can click [here].

LinkedIn Ads: создание рекламной кампании

Clicking on the “Create an advertisement” button, you get to the page “Choose an advertising product”.

LinkedIn Ads: все и немного больше

There are three types of ads:

  • Sponsored content – it is promoting the content of your business page.
  • Text advertising is a traditional ad with a text and an image.
  • InMail messages – is an advertising messages mailing to the target audience.

Let us consider an ad creating in-text ads. To begin with, you need to set up an account: enter a name, select a currency and, if necessary, link the company or brand with the page. The next step is to enter the name of the advertising campaign, select the language of the target audience.

LinkedIn Ads:

Create an ad for LinkedIn Ads

Specify the site to which the users will be directed. Add an image, a title (up to 25 symbols) and text (up to 75 symbols).

Создание рекламного объявления LinkedIn Ads

On the right, you can see how the ad will look in different formats. By now we turn to the most interesting information. 

Determine the target audience in LinkedIn Ads

Определяем целевую аудиторию LinkedIn Ads

The targeting options are the same as those on other platforms. However, targeted advertising on LinkedIn reveals a wider range of choice of audience segments. The following filters are available on the site:

  • Geography – you can choose a country, region, city (the name is entered in English).
  • Companies – you can choose the name of a particular company, the industry as a whole, and the size of the company.
  • Position – you can choose a specific function, job description or job level.
  • Education – it is a choice at the place of education (the names of educational institutions should be sought in both Russian and English), by specialization (wide choice of directions) and by degree of education (bachelors, masters, etc.).
  • Skills – you can turn to an audience with specific skills.
  • Groups – it is targeting the audience of the specified communities.
  • Gender – I think it’s not necessary to explain.
  • Age – the audience can be selected only within the four age categories: 18-24, 25-34, 35-54, over 55.
  • Experience – you can choose from one year to more than 12 years on the scale.
  • Contacts in the company – adding first-level contacts to employees of a certain company.
  • And just as you can add and exclude parameters when setting up a certain criterion on the sites.

Таргетинг в в LinkedIn Ads

On the right, you can observe the estimated size of your audience. Please note, if the number of people is less than 1000, you cannot start the campaign until you increase the audience.

In the future, you can create audiences not only in the process of creating an advertisement. On the control panel, find the “Account resources” section and select the “Compliant audiences” section in the drop-down menu.

You can create audiences for different campaigns manually. Moreover, there is an opportunity to download the ready audience list.

Setting a campaign budget and timetable

LinkedIn offers only two types of wage-rate: the price per click (CPC) and the price for 1000 views (CPM). The minimum CPC and CPM are $ 2 (which is not cheap, particularly for a click). There is a notification where the range of rates of other advertisers for a similar audience is specified.

The advantage of advertising on LinkedIn is the auction model of price formation. Like in AdWords, you can manually select a larger bet value, especially since there is a hint about the competitive rates. The minimum daily budget is $10. You can also set the time period for the advertising campaign or until the end of the budget.

Then it is necessary to fill in the payment details. When you create the first ad (the first account), you establish and account on LinkedIn Ads. When activated, a $5 fee is charged – LinkedIn checks your card validation. In the future, the payment will be refunded. The advertising campaign is created, the account is activated. All the data about the campaign you can see in the statistics. The effectiveness of the advertising campaign is presented in the form of a chart and a table.

Статистика в LinkedIn Ads

LinkedIn Ads примеры

Analysis parameters are standard: you can select the indicators of a certain advertising format, for a certain time period, the chart can be analyzed according to a specific criterion. In addition, separately the section “Demographic data” is submitted, in which the analysis criteria are the country, region, company, branch of the company, company size, position, job level, and job responsibilities.

Демография в LinkedIn Ads

What is necessary for work in LinkedIn Ads

  • Do not be lazy and carefully study the rules of advertising on this platform.
  • Remember that the site is characterized by low clickability. According to our experience: for 3 days of the CPM campaign, we received 11 clicks for 11,902 displays. For 2 days of the CPC campaign, 6 clicks for 9,546 displays. The average cost per click is $ 2.11.
  • Moderators check the ads manually. The process can last for a couple of days.
  • Currency selection: for personal pages, the currency is determined automatically (based on the location specified in the profile), you cannot change it; for business pages, you select a currency during the creation of an account; after creation you cannot change it (but you can establish several accounts).
  • You should study the target audience in detail because LinkedIn has extensive targeting capabilities.

LinkedIn – is an atypical social network. It has a specific audience. Social networks like Facebook, VKontakte are more entertaining. In LinkedIn they come for new experiences, professional information and to promote themselves as specialists. We believe that despite the specifics of the site, it is perfectly suitable for promoting goods and services in the B2B segment. For example, all owners and managers of restaurants will be able to see the advertisement of new professional equipment for restaurants. You are to agree, that it is a good way to find new customers. Remember, detailed targeting and well-organized advertising campaign in a whole will achieve the desired results. And yet, the audience in LinkedIn is ready not only to buy. There is an audience ready to invest.

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