A guide to LinkedIn Ads

Anuncios linkedin ADS

LinkedIn is the social network for professionals par excellence. As well as searching for jobs and publishing job vacancies, it permits companies to establish contacts. Let's have a look at what options LinkedIn offers to create advertising campaigns. Take note!

How does Linkedin advertising work?

The Linkedin advertising system is similar to that of other platforms; there are two purchasing options to choose from:

  • Cost per click (CPC):you specify the maximum amount you're willing to pay per click by users on your ads. This is the best option when your aim is to attract visitors to your website.
  • Cost per mille (CPM): You specify a set cost for each 1,000 times your ad is shown, no matter how many clicks you receive. This is the best option if your aim is to raise awareness of your brand.

What type of advertising can you do on LinkedIn Ads?

There are three ways to create an advertising campaign on LinkedIn and your choice will depend on the aim of your campaign:

1. Text Ads

This type of advertising consists of a small 50 x 50 image, a title and a brief description (no more than one hundred characters) and is typically used to promote a product or a service.

2. Sponsored content:

This is indirect advertising and is very similar to that used in Facebook. These are updates that appear on your target audience's timeline, next to other publications from their contacts. The only difference is that any update with advertising content carries the reference “Sponsored”.

3. Sponsored InMails:

These are private messages sent directly to your target users but those who are not in your active network of contacts. They have the same form as regular private messages, but include the reference "Sponsored" and a call-to-action.

If you choose to advertise via InMail, be careful as it could be considered spam if sent in large amounts. Bad advertising practice would be to sell a product or service directly, without first establishing contact with the user, even when you are offering something of interest, such as invitations to events, e-book downloads, etc.

Once you have chosen the type of advert, you must set up your advertising campaign in the language you have chosen and insert the text of the advert in the language you have selected; if you don't, LinkedIn will reject the campaign. Next, segment the users you want to target, taking into account the following items: town/city, company, position in the company, education, skills, groups, gender and age. Each segment must have a minimum of one thousand users to allow you to create the campaign.

Lastly, it is important to track and measure your past marketing campaigns and adjust or modify them accordingly using the data obtained. Remember that you must renew or adjust the advert once a month, approximately, to try to increase your campaign's CTR. The average CTR in LinkedIn is 0.025%.

Now that you know how LinkedIn can help with your marketing campaigns, make the most of it. And remember, if you need to translate the content of your campaigns, our translation service is just what you need.

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Written by ATLS

Translation and digital marketing agency
See profile on LinkedIn