LinkedIn Ads offer an advanced collection of paid advertising options, carefully crafted by Microsoft (LinkedIn’s parent company) to connect with and to entice professional audiences. Where generic social media advertising targets everyone, LinkedIn Ads are focused on reaching working professionals across a whole range of industries, making marketing efforts aimed at its users relevant and effective. 

As with all modern ad platforms, LinkedIn offers a variety of ad formats. Each format caters to specific marketing objectives, such as:

Video ads

Uses dynamic visual storytelling to attract and keep an audience’s attention. They are perfect for the delivery of complex messages and showing products or services in use.

Carousel ads

Helps businesses to tell interactive, multi-image narratives in one ad unit, while allowing them to show multiple sides of their offering. Carousels make the experience more engaging because of the way they natively integrate inside the feed.

Event ads

Helps to promote professional gatherings including webinars, conferences, and workshops. Event ads are critical to ensuring as many people attend as possible and creating those meaningful connections between attendees.

Message ads

Directly communicates with your target audience. This works through inMail-like DMs that enable personalized messages to be sent directly into the prospects’ LinkedIn inboxes. Message Ads offer the perfect format to generate leads and nurture hyper targeted B2B relationships.

Of all the social media channels, LinkedIn advertising is different from the rest by way of the unique audience demographic segmentation and professional focus that comes with LinkedIn. Several compelling reasons underscore the value of investing in LinkedIn advertising:

1. Increase visibility of your brand online

The first thing you need to make sure to establish is a solid online presence. Strategically optimizing where the ad placements happen is important and LinkedIn Ads help with this. Not only do LinkedIn ads help improve your organic search ranking, but they also expand your brand’s digital footprint so your business can remain top-of-mind for professionals in search of industry-specific solutions.

2.  Reach more professionals

The audience includes active, well-rounded, educated professionals. Most are in their 30s or older, with steady income. Through our own experience, we can say with certainty that LinkedIn users are a premium segment that can’t be found on any other social network. By aiming at these high value professionals, companies can be sure that their marketing efforts are being aimed at people who have the decision-making power and the financial ability to engage with their offerings.

3.  Higher conversion rates

Conversion rates are a must-have metric to track the efficacy of any ad campaign. According to a HubSpot survey, LinkedIn Ads lead to a conversion rate of 6.1% — significantly higher than comparable conversion rates of Google search ads. This elevated performance further proves LinkedIn’s ability to attract quality leads. 

 4.  Track profile visits

In the world of digital marketing, performance metrics beyond conversion rates must be tracked, too. LinkedIn’s comprehensive analytics suite tracks profile visits, content engagement, and ad performance. As a result, businesses can now track who has seen their content, who has shared their posts, and who interacts with their brand, allowing them to make data-driven decisions that help improve the effectiveness of their marketing strategies.

5.  Promote workshops and conferences

For businesses organizing workshops, conferences, and training courses, LinkedIn provides unparalleled access to a professional audience actively seeking career development and industry insights. Leveraging LinkedIn Ads for event promotion ensures that these gatherings attract the right attendees, fostering environments conducive to networking, learning, and professional growth.

LinkedIn Ad costs are varied and companies need to bid a minimum amount per-click (typically around $2). For sponsored mail campaigns businesses pay on average $2 to $3 per click, $5 to $8 per 1000 impressions and $0.25-$0.50 per sponsored mail send. However, it is not what you pay per click that winds up being the most important factor. It’s how you run an Ad campaign to get to your target audience. 

Creating top-tier content consistently provides measurable benefits to your brand awareness. Having high-quality messaging on LinkedIn will enhance audience engagement, foster dialogue and ultimately drive conversions. A professional set of graphics and videos helps to boost brand perception. Developing a laser-focused set of parameters for your audience targeting will come with immense advantages, like reaching the juiciest, most likely-to-conver segments of engaged pools of people. 

Refining ad variations using traditional split tests will help to optimize as real-time data comes in. The built-in tools afforded by LinkedIn’s ad manager suite will spotlight performance metrics worthy of the next campaign’s attention, so you constantly level-up, as with other ad platforms. By revising ads ever so slightly, you can ensure that ad campaigns will remain fully aligned with business goals.

On the other hand, anyone who has ever tried content marketing knows that developing good content is resource-intensive. Taking LinkedIn seriously isn’t something you can tack on to someone’s empty plate: it’s a job in and of itself. As with blogging, making videos or writing case studies, LinkedIn demands ongoing creativity in order for the material to remain fresh. If it’s not aligned with audience interests, it will fail. 

It’s incredibly stressful (for the uninitiated) to set up and refine targeting parameters all on their own, because this process demands expertise around interpreting data correctly to make tactful adjustments. Constant monitoring is extremely demanding, and may even require dedicated resources. Finding the right partner to do this for you can be difficult when you don’t know where to look. LinkedIn ads are costly, but not as costly as misalignment left un-addressed. 

Let us help you navigate through the complexities of LinkedIn advertising. Armed with expertise and precision, your campaigns will not only meet but exceed your business goals. inSegment is the leader in digital marketing innovation and brings you tailored LinkedIn advertising solutions that are laser-focused to your specific business needs. 

Ad management is just the beginning: with each campaign, we go through a thorough analysis of your top selling points to improve future strategies. We develop strategic narratives that resonate with your target audience deeply, and every advertising dollar is spent on creating meaningful and measurable results. 

Reach out to inSegment and transform your professional marketing approach today.