Understanding the importance of LINKEDIN Advertising.

Developed in 2003, LinkedIn is a social platform, for the community. It’s also a place for professionals to connect with past and current colleagues, increase their number of business connections, network within their industry, discuss business ideas, search for jobs and look for new hires.

Currently, LinkedIn has more than 200 million registered accounts, from more than 200 countries spread across the continents. Of the numbers, it includes high corporate members, Board members from major corporations, and from 2012, the fortune 500 companies have been recording a 90% presence of all the executives in its companies.

For those looking for that breakthrough job, form maybe Apple, Alibaba, and such big companies, it should be your one-stop shop as its hiring’s solutions are used by almost 90  out of the total 100 largest companies in the world.

With such a big and diverse filled platform, the Question should not be if it’s worth it, rather it should be How one should do it? LinkedIn offers you an opportunity to reach a specific set of audience, well refined with their job title, what industry they are in, their experience and so much more.

As a digital marketer, this is just the kind of valuable information for future clients and enough reasons to prompt you in creating a LinkedIn advertising account and explore it to its maximum

How does it work?

Contrary to what many people may think, it’s actually an easy task. We will discuss how it works in three steps.

The first step will include you: Choosing what ad format you want:

There are two types of format to choose:

  • Sponsored updates
  • Text Ads.

Both of these formats allows you to send visitors to your website. The difference between the two is where they are displayed and how you create them.

Difference between Sponsored updates and Text ads:

The main difference is basically for sponsored ad format is, it mainly revolves around the LinkedIn website and accounts, while text ads will lead you to the company’s website and information Centre.

You could also create multiple versions of your ads that LinkedIn could test, and later on, can learn which ads perform best.

Other forms of adverts that have been recently introduced include:

  • Video Ads
  • Form ads
  • Sponsored In Mail

The second step Includes: choosing your budget:

Audience targeting options for both sponsored updates and text ads are the same. You’ll first have to choose a location for your audience, and a drop down will appear to choose from a different set of professionals.

The options that you could target includes:

  • Job
    • Function
    • Title
    • Seniority
  • Member schools
  • Fields of Study
  • Company
    • Size
    • Name
    • Industry
    • Connections
    • Followers
  • Member skills
  • Years of experience
  • Degrees
  • Groups
  • Geography
  • Gender
  • Age

You should be able to notice that every time you select certain or particular criteria, your estimated audience will keep changing on your right sidebar. You should be very specific on your target audience, due to the immense long list for selection

Once you save your kind of audience you should be able to save for later. LinkedIn will ask if you would like to enable the LinkedIn audience network, this will mean that your ad will be shown on the LinkedIn network. You can also enable the audience expansion, this is where LinkedIn will show your ads to similar audiences which you defined

You could upload a list of your contacts, or emails if you want them to also get a glimpse of your ad.

Like any other ad, you will be able to have control of the ad ie: you should be able to start it and stop it at your own free

The final stage include: Coming up with your budget.

Once you’re done with your target audience, you can now then begin to plan and arrange for your target audience. This can either be done in two ways, you may decide to settle for a daily budget or just set up a one-time payment, to cover all your costs.

For the type of advertisement, you can either decide on a pay per click model or on a cost per impression, (which means how many times your ad displays, irrespective of clicks). Whether the price model is the pay per click (PPC) or cost per impressions, this will depend on the campaign objective.

Well, it can be slightly overpriced than the typical social media, ie Facebook or Twitter, its costs are manageable. Starting with around 3- Euros per click. This, however, can vary depending on the scope of your campaign, and it’s best if you have a budget of about 4-6 Euros per click.

Your decision should squarely be based on the answer to this question? What is your objective for advertising? Do you just want people to get exposure on what your company represents or you want real-time results such as hotel bookings etc?

In conclusion, if you want a professional audience or clients, then you should use LinkedIn because LinkedIn is your perfect platform for this.

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