Types of LinkedIn Advertising
Sponsored content: These are promoted articles that show up on your LinkedIn homepage. Companies can promote content without advertising fees on their company page or pay some fee in order to get their content out to more people. For ideal execution, we recommend A/B testing of three or four creatives against one target group of people. We can then determine the performance of each post and replicate the good performing ones.
Sponsored InMail: These are basically paid messages that are delivered to the inbox of the targeted audience. This is useful to create a more personalised InMail for the audience. Sponsored inMails allow you to boost registrations with personalised invites to webinars or in-person events. You can also promote content downloads of infographics, white papers, eBooks and other content offers.
Cost Per Impression
CPM refers to cost per impression. If you have decided to use CPM, you should be aware that your marketing goals should be about brand awareness and reaching out to as many people as possible with your ad. You are technically paying LinkedIn to blast your ads to as many targeted people as possible. As such, for this type of bidding, you must have an image designed to capture the attention of your target group.
Cost Per Click
CPC refers to cost per click. When using CPC, you will only pay when someone clicks on your ad. It is much more tailored than CPM ads and the results are more tangible. Your aim should be getting your target audience to click on your ad, increase click-through-rate and ultimately conversions.
How to Bid On LinkedIn
LinkedIn bidding is very similar to those in other digital advertising platforms such as Facebook. When you select your intended interest group, LinkedIn will propose an objective offering cost to improve the probability of advertisement placement for most maximum ROI.
The bidding process is very simple and direct. The higher you offer above the suggested price, the more probable your ad will be chosen. If you are looking to generate results fast, you should bid higher and outbid your other competitors.
If you have a limited budget or are sensitive to cost, you should bid slightly lower than the suggested price. However, this will deliver slower results. Nonetheless, in the event that you are running long-term campaigns, this can be beneficial in the long run.
Understanding LinkedIn’s advertising mechanism is important before you start your first LinkedIn campaign. It will require some time for you to familiarize yourself with the advertising features. Once you have figured out the basics of this networking platform, you will discover how useful it can be in helping you with your marketing efforts.
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