- LinkedIn ads are a powerful way to advertise your business
on the world's most popular professional network.
In this video I'm gonna teach you
how to run a successful LinkedIn ad campaign,
how to make your ads really pop,
and even take a look at a business that puts some
of these very tips to the test
to generate over 500 plus leads in just one month.
Whether you've never done it before
or just don't know where to start, I got you covered.
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There are four types of ads you could run on LinkedIn,
message ads, dynamic ads, text ads, and sponsored content.
But before we can start to even think about
what these ads are or how to run them, not to mention,
get some tips straight from LinkedIn on how
to make them pop a little later in this video,
there's a major pregame activity you'll need
to complete, optimize, optimize, optimize.
30% more views go to LinkedIn pages
with complete information, so optimization is a priority.
Click the link in the description
to see our complete checklist on
how to best optimize your page to see some powerful results.
Go ahead, click the link,
save it for later and come back to the video.
I'll wait
(jazz music)
After that, your LinkedIn advertising journey all starts
in a corner, no, the corner of your profile.
To start running ads, you're gonna wanna get access
to your Campaign Manager.
You find this by clicking advertise
in the upper right-hand corner of your home screen.
From there, you'll be prompted
to create a LinkedIn manager account.
Think of it as a key you receive to open up
that amazing LinkedIn ads door.
Once you've entered all the necessary info,
including which business page you like to link to,
you'll be able to create a campaign.
Now the real fun stuff begins.
Number one, choose an objective.
What's the goal of what you're trying to do?
Are you creating this ad for awareness,
engagement or conversions.
Two, select your targeting criteria,
AKA, choose your audience, who is this ad for?
LinkedIn ads offer more than 200 targeting characteristics
from job experience to interests.
There are plenty of ways to make sure that your ad is set
to hit the right audience.
Three, pick an ad format.
What are you showing them?
And how are you grabbing their attention?
Like I was saying earlier,
you have four options to choose from.
Message ads, with this type of LinkedIn ad,
you can target your audience
by sending them a personal message directly
into their inbox,
and then tracking how many people actually take action.
By using the recipients responses you'll get better insight
into who is actually paying attention
and what they want from you.
In that same message ad family,
you could also use a conversation message ad
to drive prospects to multiple landing pages
or lead generation forms,
and then see how many people actually click on your content
in each offer.
Message ads are a great option
if you wanna drive brand consideration,
engagement and generate leads.
Dynamic ads.
Dynamic ads are ads that change with who you were targeting.
They take info like company name, job title,
and even your photo and blend them into the ad itself.
So an ad pops up the viewer is actually the co-star.
Because dynamic ads automatically populate
with each individual's profile data,
you can scale your campaigns very quickly.
This is a great option for capturing attention
and getting a campaign up and running quickly.
Text ads.
This type of LinkedIn ad is a great option because
you can send your content directly to your audience
and measure how they react, and sponsored content.
These sponsored posts can blend effortlessly
into your audiences' social media feed
and can be seen by anyone,
not just people who follow you on LinkedIn.
However, I must warn you,
these ads typically have the highest average cost per click,
around eight to $10.
Speaking of money, number four, you gotta set a budget.
You need to spend money to make money,
set a daily budget and spend a little at first
and then measure how well it goes before you spend more.
Number five, measure your ads success.
LinkedIn makes it super easy to track your success.
You can see performance in the Campaign Manager dashboard,
under campaign performance.
There are many charts that measure clicks,
expenditures and CTR.
At the bottom of your dashboard you'll even find graphs
to show your conversions.
Speaking of where you can find things,
be sure to check out that link in the description
to find our free academy course,
where one of our amazing instructors will give
you an in-depth lesson where you'll learn
how to leverage your LinkedIn ads.
Now that you know how to run your ads,
let's focus on how to make ads that, you know,
people (laughs) actually wanna engage with.
In order to do this,
I called in some help directly from LinkedIn.
Here's some tips to make your ads pop.
- [Amanda] Create content with your audience in mind.
Taking a full funnel approach to marketing is key
and a huge part of driving that success is making sure
that your content resonates with your audience,
based on where they are in their buyer's journey.
So ask yourself,
what is my audience's mindset going to be at each stage
in this funnel?
Your content should absolutely reflect that mindset.
- Check out the competition,
check out ads on other platforms,
as well as your competitor's LinkedIn ads.
What can you do better than them?
Carefully select the content you share based on the type
of ad you're creating,
use eye-catching visuals and language.
Segment your customers.
You can segment your customers so that you know
what type of LinkedIn ads to show them and when.
You might know that some people need a certain type
of ad at a certain point, but not all the people,
segmenting makes that choice a lot quicker and more precise.
So you now know how to run LinkedIn ads
and how to make them pop.
Now let's take a look at a business
that generated some pretty spectacular gains
by utilizing some of the very tips I share with you today.
Do me a favor and see which one you recognize.
Class is in session, ring the bell.
(bell rings)
Cenareo is a company based out of Paris.
It provides a digital signage solution designed
to communicate with an unlimited number
of screens in real time.
They created a software that allows people to show any type
of dynamic content on their screens
and it's been very useful for brands.
However, this company strategy changed
when many stores were closed during the pandemic.
Before, they helped corporate communications
and HR departments use their solutions
to keep employees safe and informed,
now, they need it generate awareness with new audiences,
educate them and eventually lead them to buy their products.
Which type of ad do you think this company used
to accomplish that task?
You have two seconds.
(bright upbeat music)
That's right, message ads.
They use the conversation message ad to learn more
about their audiences' intentions and behavior.
They also personalize the experience for every prospect.
For example, some prospects may be interested
in information on mortgages
while others may want useful information
on a new home construction.
With this approach,
Cenareo beat all LinkedIn benchmarks,
generating over 500 leads in just one month.
These leads also prove to be high quality
as they drove an estimated pipeline around 180K Euro.
For those that just heard all of this
and are still wondering, okay,
I went through the whole lesson tour,
but why should I choose LinkedIn to advertise on though?
Like, what's the benefit here?
What are they offering me?
What can I get from them?
Let these three closing points tell you why.
(claps)
LinkedIn's ad reads grew by 25 million people in 2020,
an ad on LinkedIn can reach 13%
of the world's population and ad exposure
on LinkedIn can increase purchase intent by 33%.
LinkedIn is a powerful marketing tool for your business
because it has more potential
to bring in the exact leads you're looking for.
A well-planned and resource ad campaign can help
you get new customers from their networks,
which will lead them down the purchase funnel
into becoming your loyal ones.
That's all for now.
If you want even more of a detailed breakdown,
be sure to check out our complete guide on
how to run ads on LinkedIn that we created with LinkedIn.
Anyway, adios you all, until next time.
Make sure to turn on those notifications so we know,
so you know when we know that you know,
that you knew that we knew when you were supposed to know.
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