Learn what LinkedIn ads actually is, what it's good at, and what it's not.
- LinkedIn ads feature the best targeting on the planet for B2B. But they're also unapologetically expensive. Before you go and invest your budget, here's what LinkedIn Ads are good for and what they're not. All right, let's talk about the LinkedIn Ads pros and cons. We'll start with pros here 'cause we're obviously LinkedIn Ads fans. First of all, when users are on LinkedIn, they are in the right mindset. They are either thinking about their job or their career and what that means for you as an advertiser is if you're giving them an offer that augments one of those two things, you're going to have high conversion rates which is obviously fantastic for your performance. The next is that the targeting on LinkedIn is by far the best in the world. There's no other platform that has the level of detail for B2B targeting. And the third point here is that we have near unlimited scale. What this means is if you're targeting white collar professionals, it's not like other networks where it's really difficult to reach all of them. The vast majority of white collar professionals, I would say probably somewhere around 95%, have LinkedIn, and although they're probably not logging in all the time, if you need to reach the vast majority of that target audience, you can do it on LinkedIn which cannot be said about any other network. It's fantastic. Now obviously LinkedIn Ads are not all sunshine and rainbows. So let's cover the cons here as well. The first one is most people will tell you who've tested LinkedIn Ads, the costs are pretty high. The average cost per click on LinkedIn right now is somewhere between six and nine dollars whereas depending on where you've been with paid search, you could be higher or lower than that. If you're on other social platforms, you'll likely be paying less. That's not such a big issue, as long as you have a big enough deal size on the back end to ensure that when you close deals, you are still seeing a return on your investment. And obviously a very high one is what we like. And then the second con here is that the leads are not sales ready. Now this isn't really a con, this is more of just a feature of social advertising in general. So if you've done any sort of other social advertising, this won't be foreign to you but when we're running ads on LinkedIn, or any other social network, we're showing ads to people based off of who they are and their ability and propensity to buy, but we're not able to see what it is they're searching for. We don't know where they are in the decision-making process or in the buyer's journey. So because of that, we need to show them something to incentivize a click and that's usually free content. Something educational, something helpful and then nurture that lead once they've given us their information. So if your sales team is used to dealing with leads from search or someone is saying I want to do business with you give me a proposal, the journey through social will be quite a bit different and you'll have to get to know that nurture process. If your business fits in these categories, you're good to go.
- Who should and shouldn’t advertise on LinkedIn
- Using Text Ads, Sponsored Content, and Sponsored InMail
- Audience targeting options
- Setting your bids and budgets
- Retargeting strategy
- Tracking your progress throughout the sales process
- Benchmarking and troubleshooting