Do you want to use Linkedin Ads, and how does the Linkedin campaign manager work? This Blog brings you a complete tutorial. I will show you how to move from the mouse to receive results.
It is common to see companies activate their advertising strategies on platforms such as Google Ads or Facebook (Meta) Ads. Means and costs are more attractive on these two platforms. The reality is that there needs to be more knowledge about Linkedin Ads and how to advertise on this network.
Every marketing strategist, area leader, digital planner, or digital traffic must be prepared for the moment. Management says: “let’s advertise on Linkedin Ads,” “why don’t we get leads on Linkedin?”
Awkward moment if we don’t know, right?
Well, I welcome you to a new Blog to learn. Today you will learn about Linkedin Ads Manager. In this reading, you will be able to consult the following:
What do Linkedin Ads mean?
How does advertising work on this professional network?
Types of Linkedin campaigns available
Linkedin Ads goals you can use
How to create your first campaign
Advantages of advertising and how to invest strategically
Whom! You will get the most out of this step-by-step tutorial; let’s get started!
What is LinkedIn Ads Manager?
The professional network par excellence: Linkedin has diversified as it evolved since 2003 when it was created.
Through its Marketing Solutions program, the most globalized company of professionals presented Linkedin Ads: the advertising solution that reaches more than 850 million users worldwide on its Platform.
This is precisely Linkedin Ads. The advertising solution for companies looking for decision-makers in talent or commercial actions.
The valuable thing about this advertising solution is its segmentation capacity makes it very different from platforms like Google Ads or Facebook Ads.
While in one, the advertising action is determined by “bid or auction of keywords,” and in the other, you create target audiences based on “their demographics and interests,” in Linkedin Ads, you can create particular audiences:
Company: sectors, sizes, names.
Education: universities, careers, degrees.
Work experience: years of experience, positions, functions.
Interests: groups, product interests, or general interests.
Wooo! Strategic and assertive advertising
To concretize this first part, this is the impact that Linkedin has in our region today:
How does the Linkedin campaign manager work?
To develop this point and make it highly didactic for you to know how advertising works on Linkedin?
1. Evaluate the right time to start. As we saw a moment ago, Linkedin is one of the networks that maintain its traction excellence in organic reach today. 99.45% indicates your high level of organic search traffic.
Consider evaluating very well when Linkedin Ads will bring a more significant impact to your brand.
2. Eliminate fear of a new advertising platform. If you already come from the world of Google Ads or Business Facebook for ad management, the campaign platform on Linkedin will be straightforward to use.
If, on the contrary, it is your first time in advertising actions through networks, there is no problem. The interface of this solution is amicable, and it will be beneficial for you to understand the path you must follow to activate campaigns:
3. Get your Campaign Manager ready. It is the official tool to configure the entire campaign system in this network. You’ll need to have it associated with a Linkedin company page to get started, not a professional profile.
4. Choose the objective that best suits your business. Depending on what you want to achieve in your marketing and sales strategy, select from the objectives provided by the Platform. You may want to position your brand, capture data, or interact with great content.
It all depends on the action you want to perform. Later we will delve into the objectives that Linkedin Ads offers you.
5. Identify the “anatomy” of the Platform. I told you a moment ago that Linkedin Ads are easier to manage because of their simplicity. In this advertising solution, you will find fewer objectives (better targeted), effective filters on types of businesses, and intuitive forms.
For this point, we consider bringing you an infographic that exemplifies the hierarchy of the Platform where the view will be between:
- Accounts: You can see the account summary and associate the campaign manager account with the companies’ official pages.
- Campaigns: in this area, you will have approximately 7 objectives to define the ones that make the most sense to you: positioning your brand, capturing data, or interacting.
Ads: through this section, you can create your advertising pieces in graphics or video, add an attractive copy, and a call to action for the next step.
Types of campaigns offered by Linkedin Ads
Advertising campaign objectives
As in any network and field of Marketing, the first thing will be to define our horizon, what we want, and how we will achieve it.
This part is vital to select the type of objective since the spending of the advertising budget will be consistent with the correct choice.
The Objective Categories in Linkedin Ads are:
1. Awareness: make your brand known. That they follow your company page and that they react to content. That helps you position yourself in the market.
2. Perception: this allows you to generate traffic. Capture data. Fill out a form on your website. Send clicks to a landing page or web page.
3. Conversions: it differs from the previous category because here, the priority is the capture of leads.
In that sense, you can play with the following objectives:
Types of segmentation
Something fundamental when configuring this part is to be very clear about whom and why you are talking. The initial and definitive path at this point will be to keep in mind your ideal buyer persona or audience archetype and the business objectives: why do you choose X type of audience, and what will you achieve with the segmentation selected?
At this point, we want to avoid choosing the wrong campaign configuration to save money or a marketing budget.
With that said, learn about the types of targeting in Linkedin Ads campaigns:
Geographical Segmentation. It is the most common where you can reach people by their location: specific regions, countries, or cities.
Segmentation by language. Like the previous one, you can reach people according to their language of use in the Linkedin account.
Segmentation by demographics. It is most exemplified when we talk about the target audience; you can filter by gender and age.
Segmentation by company. It allows you to find people who work in companies with certain characteristics. Companies by size, industry, and growth rate, among others.
Segmentation by education. Here you can reach audiences according to their knowledge and titles (Marketing, Accounting, etc.). Or to people who study or study in certain institutions. You can also segment according to their educational level (Degree, Bachelor’s, Master’s, etc.).
Segmentation by work experience. Being one of the complete options, you can direct your campaigns to audiences with specific skills, time of expertise, particular positions, Linkedin profile, etc.
Segmentation by interest. With this feature, you will be able to reach people related to the topics and products that have aroused their interest in browsing Linkedin.
Trait segmentation. It is mighty because it reaches people by their exact behaviors. People who received a promotion changed jobs or are looking for a job, among others.
Segmentation by retargeting. I like this one because it matches your website. You can segment your website visitors based on the tracking code installed on your website.
List segmentation. Depending on your customer base, you can charge them to your account and talk to them from another channel through your campaigns.
Segmentation by the similar public. Like in Facebook Ads, here you can also take advantage of the data with AI that the Linkedin algorithm has and find new prospects.
What is an Ad Group?
A group of ads on Linkedin gathers your company’s strategic inputs through an interest in a product, user pain, or the creation of a funnel or sales funnel (the necessary stages of attracting the user until taking him to the commercial process).
You can create ad groups in different formats (image, video or carousel) that will test which one is correct according to the strategic inputs mentioned above.
The ad formats you may come across are:
1. Ad with an image:
In this type of ad, you can include a clickable image to take the audience to the landing page or website. The image can be horizontal (1.91:1 aspect ratio), square (1:1 aspect ratio), or vertical (1:1.91 aspect).
2. Advertisement with Carousel:
In this option, you can add a sequence of images to the ad. Include a minimum of 2 pictures and a maximum of 10 (but 3 or four would be fine). In this case, the images will only be square in size; 1080×1080 pixels would be fine.
3. Video Ads:
The simplicity of the audiovisual pieces makes the video advertisement look very natural.
Through this format, you can upload a video of a maximum of 200MB. Linkedin allows you to upload videos up to 30 minutes long.
This format is appealing because the most engaging videos are typically between 15 and 30 seconds. This allows campaigns with a very high click-through rate performance and reduces the cost of the campaigns.
We’re done here! Now that it’s more precise, let’s create our first campaign.
How does LinkedIn Campaign Manager Work? Step-by-Step Tutorial
Let’s go “hands on”!
According to the dashboard, you must prepare 5 steps to activate your first campaign. However, before these steps, it will be necessary to attend and be clear about 4 preliminary steps:
Now that we have a “pencil, blank canvas, and eraser” to start, let’s put into practice the steps.
1. Select the objective type: of knowledge, perception, or conversion.
2. Segment the type of audience: this is the excellent differentiating value of Linkedin Ads. Take into account the segmentations that we saw previously and select.
3. Create the ad type: choose between message or feed ads in the formats we saw: image, carousel, video, or text.
4. Budget: with this point, we will close this Blog; for now, you should know that you can set a daily budget or a total one in a specific time range.
5. Review: adjust the details of your campaign, check that the ads are attractive, that there are no spelling errors, that the settings are ok, and that the preliminary steps are resolved:
Synchronized Company Page.
- Active ad account.
- Aligned target audience.
- Credit card ready.
Ready! Click on “Launch campaign.”
Advantages of advertising with Linkedin Ads
We are finishing this step by step, and I want you to stay with the main reasons why it is worth activating your ad account.
For B2C markets (The company sells to customers), it could be interesting to experiment (as long as we have the budget).
For B2B markets, we can find the following advantages when advertising on Linkedin Ads:
- Access professionals who make important decisions in companies.
- Segment audiences in an advanced way with filters designed for the company’s business.
- High-value tools to optimize connections in the professional network.
- An ROI (return on investment) according to the moment of the process in the strategy.
How much to invest in Linkedin Ads?
· Finally, the questions that all of us begin to move the spreadsheets in Excel or Google Sheets: how much to invest in my Linkedin Ads campaigns? How to define the budget to invest?
· Before answering, clarification is essential. All budgets are personalized according to the status and needs of the company’s marketing and sales process. It is said that companies generally invest at least 10% of their sales made in new marketing actions.
· However, the above will depend on all the marketing fronts or channels the marketing area needs to cover.
However, the above will depend on all the marketing fronts or channels the marketing area needs to cover.
- The algorithm learns and identifies the best-performing hours of your ads when there will likely be optimal ad spending.
- The budget can be divided between the “20/20/60” theory: 20% to start, 20% to optimize, and 60% to push the optimized “full steam ahead.”
We have 4 indicators that help us verify this theory, for example:
- spending per day
- % of clicks
- Clicks in the period
To look at the cost per click, look at the spend per day and divide it by the number of clicks or leads. Then determine if that cost per click is good. I hope your campaigns are a success! Remember that it is an exercise of learning and relearning.
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