Marketing is a challenging task, but getting it right is more difficult. Targeted Ads are the methods that people dream about; the more targeted they are, the more income for their business. That is no secret. B2B marketers need a network of people to show their skills and products to. That is why you should use LinkedIn Ads.
The biggest question, though, is what benefit are you actually going to get from LinkedIn Ads? This article will focus on the gains that you can achieve, not in monetary ways because they are all different, but more about networking and lead generation.
What Benefits Do LinkedIn Ads Offer?
When you think of Ads, your first thoughts are probably Google and Facebook. However, they do not have the same targeting ability as LinkedIn. For example, Facebook is great for targeting audiences because you can reach demographic groups, age ranges, interests, and even gender. However, targeting is often pushed towards the consumer level, not CEO, decision-maker levels. Google, on the other hand, allow for advertising on specific keywords for searches, nothing more.
The solution that LinkedIn has to offer is much more diverse and targetable.
LinkedIn – The Professional Audience
With over 722 million members, LinkedIn is the largest professional member network in the world. While most of the people on LinkedIn are also on Facebook and other social media channels, LinkedIn is specifically a professional network. That means you won’t waste your business Ads on people browsing with no intention or capability to buy your service or product.
Most of the members there are motivated and interested in growing their business with bigger and better products at a lower cost. If that is you, there are plenty of leads sat there waiting for you to show them your offerings.
LinkedIn Ads For Targeting Objectives
LinkedIn offers eight different objectives and ten types of campaigns that you can run – this shows you the power of LinkedIn Ads. When you add in that you can target ten different demographic groups, such as job title, industry, company size, etc., each with subcategories, you are pinpointing your Ads towards people you want to see them.
Targeting your campaign as accurately means that you reach the people that you want to reach. Furthermore, you will rarely show Ads to people you don’t want to see them. For example, if you are looking for new talent to join your business, you can target people with the specific qualification you are looking for. Alternatively, you can show company CEOs your new range of services, knowing that they are the decision-makers.
Furthermore, you can even target your campaign towards industries or even specific businesses. If you need to know where people live or work, LinkedIn Ads are for you.
Gated Content Conversions
Gated content is a page, download, or other media that is locked by a lead capture form. That form requires the user to insert their details to gain access to the media. The number of leads and details you can gain from information stored behind a lead capture page are exceptional. One thing about gated content is that Google crawlers cannot pass through the gate, meaning that the content behind it does not show in SERPs.
While that may sound like a bad thing, as it doesn’t drive organic traffic as a normal, ungated page would, it can be beneficial for two main reasons:
- You gain information about people wanting to see the content you have produced. Whereas with organic and direct visits, you have little to no information about who they are and why they want to see your content.
- More people will want to see your content. As the gated content is not readily available to the general public, the first thoughts are that it is something special. So, make sure it is.
LinkedIn Ads have a high rate of success in gaining information through these lead generation methods. Furthermore, the Ads that they place on the content behind the lead capture page have a higher success rate than any other platform.
LinkedIn Lead Accelerator
No matter what your goal is, driving targeted traffic to your website, lead generation, or building brand awareness, the LinkedIn Lead Accelerator will help you.
While we have just spoken about gated content, there is a downside to the method. That is people need to enter their details manually. That is often seen as timewasting and off-putting to most people. With the LinkedIn Lead Accelerator, LinkedIn automatically enters their details. So, all the visitor has to do is click submit.
Not only will that increase your lead numbers, but it will also increase the accuracy of the leads you gain. Some people, as naughty as it is, enter the wrong details to get the document without giving away their actual details. However, when all they have to do is click submit, that is a lot less likely.
Furthermore, LinkedIn offers a dedicated campaign management tool within their lead accelerator that keeps track of everything for you. That tracking makes it easy to tweak your campaign exactly how you need to in order to get the best leads and conversions for your requirements.
One of the most common downsides to most advertising platforms is the lack of options you have with creatives. One of the biggest benefits for LinkedIn that you will find is the different formats of Ads that you can employ and monitor. Not only do they have a vast array of Ad types to choose from, but you can update your choice at any time.
You have the choice from the following options:
- Carousel ads
- Display ads
- Dynamic ads
- Sponsored Content
- Sponsored InMail
- Text ads
- Video ads
Each of the options has its benefits, so you will want to think about which will convert better for your requirements. But that is almost all you have to do with LinkedIn Ads.
If you decide that one isn’t converting as well as you would like, you can change it at any point.
LinkedIn Ads Increases Conversions
Of course, the most important thing that you need to gain from any advertising campaign is conversions. The more that you get, the better it is for business.
Studies of companies who have used LinkedIn Ads for some time have shown that they can achieve a 6.1% conversion rate, which is nearly three times higher than Google Ads. One thing that you do need to know before you start with LinkedIn Ads, however, is that the CPC, or Cost Per Click, is around fifty percent higher than Google AdWords.
However, when you factor in that the conversion rate percentage is three times higher, it is not difficult to see that the extra CPC is worth it.
Why Should You Use LinkedIn Ads? – Conclusion
There are many benefits to using LinkedIn Ads, as you have seen throughout this article. Some of the most important factors in advertising are addressed with superiority by the company that used to be a job position posting board. You can tell that they have come a long way from only posting vacancies, into a world that encompasses every professional element.
Stating any Ad campaign can be difficult, especially if you have never used the platform before. However, if you do it right, you will see the benefits from LinkedIn more than you will from any other platform, especially in the B2B market.
If you would like help with your marketing strategy, and to see if LinkedIn Ads fit your requirement, please feel free to contact us. We will be happy to help you.