Join Viveka von Rosen for an in-depth discussion in this video Understanding LinkedIn ad options, part of LinkedIn Marketing: Advertising.
- As I mentioned previously, LinkedIn ads help you gain visibility in business beyond your network on LinkedIn. So where are these ads? You can get to ads in numerous ways. If you're brand new to ads and you just want to check them out, just go to LinkedIn.com/ads. And I recommend bookmarking this page as we'll be returning there often. This will take you to a page labeled Targeted Advertising and will begin to walk you through the different ad options. If you click on the Find your Audience link, you can begin to explore, filter down, and target your precise audience.
And we'll be talking a lot more about targeting later on. While it is worthwhile checking this feature out, I recommend you use the filters offered with the advertising feature itself, as they're gonna give you a lot more options. But this is a great place to familiarize yourself with who your LinkedIn audience is, where they live, what they do, and how they do it. You'll notice through this feature you can target by Geography, Job Function, Seniority, and even Industry. And then LinkedIn is going to invite you to create a campaign and if you need to, create your business account.
But let's not go there quite yet. First of all, let's talk about the different types of ads there are on LinkedIn. So if you haven't done so yet, go ahead and open up LinkedIn.com/ads and check out the page and then come on back and we'll talk about all the different options. So welcome back! You probably saw it on the ads page. But in case you didn't, here's a great reference link from LinkedIn about the different types of ads available. Just go to www.business.linkedin.com/biz /marketing-solutions.
So right now LinkedIn has these marketing products, Lead Accelerator, Sponsored InMail, Display Advertising, Sponsored Groups, Text Ads, and Sponsored Updates. Basically, ads on LinkedIn are divided between two types of consumers, those who have more than $25,000 a quarter to spend on marketing, what I will hereto refer to as the 25K Club, and those who have less. Now, most of us fall into the "those who have less" category. And while I will talk about LinkedIn's Enterprise Solutions, we're gonna spend most of our time on the do-it-yourself or self-service solutions where you can budget significantly less than $25,000 a quarter.
LinkedIn Accelerator. Of all the advertising tools that LinkedIn offers, Lead Accelerator, Sponsored InMail, Sponsored Groups, and Display Ads all fall into the boatload of moolah category. Let's take a quick peek at the more expensive options before we deep dive into the do-it-yourself options. So in 2014 LinkedIn acquired the marketing automation platform Bizo. And they're currently working on integrating it seamlessly with LinkedIn. I'm really excited about the possibility of being able to market my social ads, email funnel, social marketing, opt-in boxes, all of that into one platform.
And that's what LinkedIn is working on with Lead Accelerator. But right now, unless you're an enterprise size company with a big ads budget, it's unlikely that you're gonna get access to this amazing new tool. But I'm hoping it becomes available to smaller size businesses soon. Now, Sponsored InMail allows you to send a lot of InMails to your target market. Of course, we talk about regular InMails in some of the other Lynda courses. But this is different. Sponsored InMail is still paid messages that you can send out to people you're not connected to.
But it's on a way larger scale. Now, according to LinkedIn, you can send these tailored messages at 100% deliverability, keeping your target markets engaged. And it works really well on desktop and mobile. And LinkedIn says it helps to drive conversations and allows you to create more personalized messages. You can check out some case studies if you want at business.linkedin.com/marketing-solutions /social-media-case-studies.
So just go to the business.linkedin.com page and you can see the case studies there. While I think Sponsored InMails are an amazing tool if you've got the budget, they also lend themselves greatly to spam. And I think InMails still works best in nurturing relationships, which means actually being aware of the people you're sending the messages to. You've seen Display Ads. These are the big ads that show up on the right-hand side of your home page groups, et cetera. Some are static, some automated, some lead right to an email funnel.
But they all have one thing in common. They're expensive. So LinkedIn Display Advertising gives you two ways to target just the right people. That helps to increase awareness and engagement with your brand. LinkedIn Onsite Display and LinkedIn Network Display, the main difference is that LinkedIn Network Display gives you a few more ad options, better ad filtering, and more analytics. All of these options wrap into LinkedIn's new Lead Accelerator, which is really more of a marketing funnel than a simple ads feature. Now a little outside of their enterprise marketing solutions but also available at a higher price tag are Sponsored Groups.
CitiBank Connect Professional Women's Network is a great example of this. And we'll show you that later as well. These groups allow for better marketing and the ad space is owned by the group, meaning that no competitors will show up in your group space. Again, this is a little outside of our wheelhouse for this program. But I wanted to let you know they exist. And if you have the budget and the people to manage it, I think it's an excellent use of your marketing dollars. You can find out more at ema.marketing.linkedin.com/products/groups.
Now, if your budget is under $25,000 a quarter, you're probably gonna be more interested in Text Ads and Sponsored Content, also referred to sometimes as Sponsored Updates by LinkedIn. And both can be found at linkedin.com/ads, and then just click on Create Campaign or you can just bookmark linkedin.com/ads/create. So your Text Ads are on the left where it says Create an Ad. Those are actually Text Ads.
Now, don't worry, they are more than just text. You can add small images too. And as you can see, Sponsored Content is on the right. So Text Ads are the ads you're probably most used to seeing. They have the same look and feel as Facebook ads. In fact, it might be worth it for you to check out the Facebook Advertising Fundamentals course. You essentially get a 50 by 50 pixel image, 25 character title, and a 75 character description field that points to either a website or a landing page or a company page on LinkedIn.
We'll get a lot more into the specifics of Text Ads in following videos as well as the best practices and their use. Sponsored Updates, however, are very similar to Facebook sponsored updates or even sponsored Tweets. And they're essentially a company page upate that you can promote, i.e., pay for to an audience that exceeds your own on LinkedIn. So you can reach more than just the people following your company page with Sponsored Updates. Now, what I like about Sponsored Updates is they allow for more than the 100 characters of copy in the Text Ads.
You actually get between 160 to 600 characters, depending on how you go about posting your Sponsored Update. And you can upload images much greater than 50 by 50 pixels. The images will show up from whatever website you point to. And your Sponsored Updates will always come from your company, not from you as an individual. There's no way of turning that off. So we'll talk a lot more about how to use Sponsored Updates, Sponsored Content, and Text Ads coming up here next.
- Understanding LinkedIn ad options
- Budgeting strategies for Sponsored Updates
- Targeting text ads
- Targeting new audiences
- PPC vs. PPM big strategies
- Enterprise marketing with Sponsored Groups, Sponsored InMail, and Lead Accelerator