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How to Promote Your Business Using LinkedIn Advertising

If you’re a B2B company, you might not have seen the results you desired from a Facebook or Twitter advertising campaign due to the segmenting options they have available. 

But have you considered LinkedIn Advertising? With over 260 million LinkedIn users logging in each month, this platform has a hive of business professionals just waiting for you to reach out.

Still unsure? Let’s make the numbers talk for themselves: 71% of B2B marketers say LinkedIn is part of their advertising strategy. 

Objectives 

From February 2019, LinkedIn shifted towards an objective-based campaign creation experience, similar to the other major social media platforms. 

Like Facebook’s Ad Manager, LinkedIn has split its objectives based on the buyer’s journey. You can choose from the following objectives: 

Awareness (Top Funnel)

  • Brand Awareness

Consideration (Mid Funnel)

  • Website Visits
  • Engagement
  • Video Views

Conversions (Bottom Funnel)

  • Lead Generation
  • Website Conversions
  • Job Applicant

Audience

One of LinkedIn’s most powerful tools is how it can segment audiences during ad creation. 

As usual, you can target specific languages and location. However, you can also go in-depth and highly focus upon individuals who have worked at a specific company or have ‘X’ years of experience within their industry. 

Targeting by company, education level or job experience would be extremely helpful when advertising job vacancies and would allow you to attract just the right type of person you were looking for!

Budget

When assigning a budget, you can choose from setting a total budget or both a daily and total budget. 

You can then adjust your ad delivery - LinkedIn automatically sets ‘optimised traffic pacing’ as default which means your budget will be spent when members are active on the platform. 

However, you can choose ‘even pacing’ where your budget will be spent uniformly throughout your campaign’s start and end date. 

‘No pacing’ is similar to ‘accelerated’ ad delivery available on other platforms, in which your budget will be spent as quickly as possible. This is the best option if you have a time-sensitive post or a job vacancy that you want to push as much as you can, immediately. 

Campaign Manager

Once you’ve successfully set up your ad, you can head over to Campaign Manager to track performance and make any adjustments. 

If you’ve set up a Text Ad, LinkedIn will have recommended creating several ads so that you can A/B test your creative. If you go into your analytics, you might see one particular ad that’s not performing as well as the rest. It’s important to make any tweaks as you go along and turn off any unsuccessful creatives to maximise the reach of your budget.

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