When to Use LinkedIn Ads?

Posted by LinkedSelling in B2B Lead Generation & Sales Development

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Social Media has revolutionized the world of advertising and opened unparalleled doors in reaching prospects and generating leads. 

Thanks to the likes of platforms like LinkedIn, Facebook, Twitter, Instagram, TikTok and more, we can reach more people in a short amount of time which was unimaginable just a few short decades ago. 

But things are moving at warp speed and it’s not always easy to catch up. 

There’s a huge learning curve. 

A quick google search on social media advertising yields over six billion results in .57 seconds. 

Talk about information overload. 

And, that’s why we’re here. 

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We try to break it down, so you don’t have to spend valuable time trying to sort through the vast sea of information. 

With all of the choices out there, how do you know which social media ad platform is the right choice for your business?

Social Media Ad Choices

The key players that have emerged in the market today for B2B and B2C advertising are clearly Facebook and LinkedIn. 

While Facebook has 2.9 billion monthly active users, and could be considered the most popular social media platform in the world - LinkedIn is no slouch with around 810 million members.

How does LinkedIn compare exactly?

With less users, the difference is mostly quality over quantity.

LinkedIn was originally created as a professional network. LinkedIn ads reach a deeper, highly targeted group of qualified leads than Facebook because most of its users are just that.

How do you choose between the two?

The good news is you don’t necessarily have to pick, and both can be used in tandem to create a more well-rounded approach. 

You just need a quick understanding of your target prospect, and where they are most active. Plus, it helps to under the platforms' differences and similarities, and also have a clear idea of what you’re hoping to accomplish.

Why LinkedIn?

LinkedIn has invested significantly in their targeting capabilities, including targeting by job title, function, industry, and more. They’ve made it more intuitive and user friendly to create and manage effective ads with their revamped Campaign Manager platform. LinkedIn has also added flexible pricing options to make it more affordable for many businesses. 

The LinkedIn ad platform is growing and comprises a high-end, business-oriented audience. While the ad platform is well-developed, many people just don’t know about it yet and that presents an opportunity.

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LinkedIn Ad Types

LinkedIn Ads are good for companies who know their target audience and have a solid offer to promote. Whether it be a product, service, free download or anything that has perceived value in the eyes of potential prospects, LinkedIn ads are a great way to get the point across. 

A good follow-up system is also key when using LinkedIn Ads or any social media ads for that matter. You can capture hundreds of leads but if you don’t nurture those leads and follow-up after initial contact than your ad campaign efforts may be wasted. It’s also important that your business is ready when it comes to available resources. In other words, can you scale the results of your LinkedIn ad campaign. 

  • Sponsored Content – these are ads that appear in user feeds. They look like organic content and take on many forms including single image ads, video ads, carousel ads and event ads. Sponsored content ads are used to help raise corporate awareness, generate leads, increase traffic and overall engagement. 

  • Sponsored Messaging also called Sponsored InMail – these LinkedIn ads allow you to send personalized content directly to LinkedIn member inboxes and include conversation ads and message ads. There is a limit to the number of sponsored messages a member can receive each month, but the good news is that they will not bounce back. 

  • Text and Dynamic Ads - text ads appear on the top and right-hand side of desktop feed and work when budgets are tight. Dynamic ads are more engaging and include personalized content. 

  • Lead Generation Forms – this type of LinkedIn ad offers a prefilled option to collect information from quality leads with prefilled forms.

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Schedule a strategy call with our team to get more qualified sales appointments

How to Maximize LinkedIn Ads?

  • The primary focus of a LinkedIn Ad strategy is the target and the messaging. You want to reach prime prospects with quality messaging that attracts attention and solves pain through a solution you provide. 

  • Know your audience and scale down, as necessary. A mass ad campaign may be wasted on people who will never be in your target. Instead, do your research and exactly who you want to target and work on building relationships. We’ve learned when it comes to ads, it’s quality of quantity.

  • Continual measurement of results, click through rates and conversion rates, is key to determine which messaging and LinkedIn ads are working the best. 

  • Don’t overwhelm your target with too many offers. Focus on appealing to limited attention spans by getting straight to the point. Control the funnel and narrative of your messaging. Don’t let your prospects get distracted from the key objective and CTA.

When to Get LinkedIn Ad Help?

For those do-it-yourselfers out there, the LinkedIn Campaign Manager is a great resource and has everything needed to set a budget, establish goals, measure results, track successes and take complete control of the LinkedIn Ad process.

Those of us who don’t have the time or dedicated resources, don't know a solid strategy to execute or simply have questions... need a solution. 

Ad campaigns can’t be effective without a solid strategy in place. No matter what your questions may be, LinkedSelling is here to make a difference. We’ve worked with hundreds of companies and helped them simplify, manage and execute the social media ad campaign process. Save your company time and money and cut the learning curve short by booking a consultation below.

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