Join Viveka von Rosen for an in-depth discussion in this video What are text ads?, part of LinkedIn Marketing: Advertising.
- We've mentioned text ads a lot, so now it's time to take a deeper dive. Let's take a quick look at where they are and some best practices. Your text ads will be found under the Campaign Manager, your Advertising page. So you can get there just by clicking on Advertise, and Manage, Create new campaign, Create an ad, or just go to linkedin.com/ads/create. From there it's just a matter of creating an ad. Something for you to know, LinkedIn does not let you create ads about LinkedIn.
If you've got a LinkedIn training program, or a LinkedIn book, or a LinkedIn webinar, they will not actually let you use the word LinkedIn in your text ad. Although you can sneak it into Sponsor content. So, that being said, you can point people to a page on LinkedIn. You just can't say something like, "Follow my LinkedIn company page." Alright, let's back up a bit. Like Sponsored content, you need to create a name for your LinkedIn campaign in order to manage it.
So let's just name ours New Graphic Apps. As I mentioned earlier with Sponsored updates, it's going to depend on which business account you have open to choose which LinkedIn pages you can send people to. Now if you want to manage ads as yourself, as apposed to sharing them from your company page, it really doesn't show up anyway, so it's just a matter of organization and permissions, you can do that. So you just come up here and you would choose your name as apposed to your company name.
But if you want to share your company on LinkedIn then you have to be in the business account associated with your company page. We talked a lot about that in the Sponsored updates. And speaking of Sponsored content, you cannot Sponsor content from your personal profile. So with text ads you can create text ads from your personal profile, or from your company page, but for Sponsored content you can only do it from your company page.
It's a little bit confusing, but that's the big differentiator there. So once you've created your campaign, if you choose not to send people to your LinkedIn company page, or your LinkedIn personal profile, you can always send them to an outside destination. So your text ad destination can be a website, it can be your own website, or someone else's website, it could be a Landing page on your website. This is pretty cool. You can send people to your LinkedIn group URL if you wanna grow membership.
You can also send people to a Whitepaper, you can send them to an Email funnel, you can send them to Sign-up pages, and opt-in boxes. There's a lot of opportunity here to drive traffic. So knowing who your audience is and knowing why you want to create a text ad is going to inform you of where you want to point people to, so you have to have a really clear idea of your goals and why you wanna create that ad, which we've talked about in previous videos. If you haven't listened to them you might want to do that now, it's okay, I'll wait.
Now this is an absolutely crucial step, and one of the main features of your text ads, sending them to a destination. The second feature of your ad is well, adding an image. You have the opportunity of Uploading a New Image or creating an image library. If you're going to be doing a lot of split testing or running a campaign, try to upload your images ahead of time for easier access. Now your images are really just teeny, tiny thumbnails. You can see that here.
For bigger images use either Sponsored content or pay the big bucks for display ads. Your text ad image is gonna be 50 by 50 pixels, and a limit of two megabytes. Now they can be either JPEG, or PNG, or GIF, technically a GIF file should animate, although I've never seen it work. And we've been having some issues with PNG, so I thing a JPEG is probably your best bet here. Now as Brad Batesole mentions in his Facebook Advertising Fundamentals course, people resonate with images of people and clear images.
Really the simpler the better. So you want to avoid small embedded images within images, or even print. It's just too small, even on a big HD screen. You can always play on trending topics as well. Like we used the Bachelor rose for one of our campaigns. Or even play off successful ads from the past, like Where's the Beef? Or Got Milk? We used one called Got Infographic? Alas, unlike with Facebook, there's no stock photo library for you to choose from.
So you're either gonna have to create your own, or you're gonna have to buy your images. One of my favorite tools for creating images is called Canva. And you can create a free account and just connect with Facebook, or G+, or just your email address really. Canva allows you to create really nice infographics and graphics. They've got some great stock imagery, and then you can even pay more for more options. So it's a great option if you're graphically impaired, like I am.
Now you can also check out our Photoshop courses on Lynda. There's a bunch of them, they're all good, and if you're more talented than I am you might get some real benefit out of that as far as creating images for your ads. So once you have your ad destination and image you need copy. And that consists of a headline of 25 characters, and a 75 character description. 25 characters is not a lot to create a headline.
Add to this the fact that LinkedIn really frowns on capitalizing words like free. In fact you can see this little popup window that tells you that. And as I mentioned earlier, you can't use the word LinkedIn, you can't capitalize certain words, and you can't actually put a URL in there. So you're gonna have to play around a little bit with this and create a headline that really grabs your intended audience's attention. Now addressing a point of pain, focusing on thought leadership, sharing helpful, useful information, all of this can be done in 25 characters or less in the headline and then expanded upon in the description section where you get your 75 characters, which spans over two lines.
It's not a huge amount of content, I know that. If you're stuck as to what LinkedIn text ads should look like, but have already launched a successful Facebook campaign, use what you've learned from there. A lot that holds true for LinkedIn is also true for PPC and Facebook as well. As Brad says, The best ads understand their target market and are positioned to attract that market. If possible, make sure they read in a natural and engaging manner. Use verbs to indicate what you want your audience to do.
Calls to action, right? Make sure those CTAs are in the title, if you can do it, and certainly in the body copy of your ad. Once you create your ad, then you're gonna go through and choose your audience. Of course it's very handy to know who your audience is first. If you're one of those people who "can help anyone with a face," or computer, or business, or skin, then you're not gonna have much success with LinkedIn ads. The more focused your audience, the better. And you can have more than one audience of course, but make sure you have a campaign or at least a specific ad for each unique audience.
Now if you don't know who your audience is go back and watch LinkedIn for business, my course on Lynda, or check out my friend Ardath Albee's newest book Digital Relevance. She has a whole section on Buyer Personas, how to define them, how to create them, and then, of course, once you've got your Buyer Persona defined you can now create more effective ads for those particular people. Just Google Digital Relevance by Ardath Albee, or you can find it and download it on Amazon.
What I like about text ads is that you can easily create up to 15 ad variations. So you can really do some pretty awesome split testing on the content and the visuals. So let's take a look at that. Once you create an ad you can just click Duplicate, and it will actually duplicate your content. You can add images, you can add different headers, you can add different content, and you can see what each of those ads is going to look like. It's very easy just to add a variation.
So you can create these different variations and then launch them all and see which one works best. They are all free. So how cool is that? Now what you need to know about text ads is that LinkedIn is absolutely going to look at your ad and approve or nix it. An actual human being is going to look at your ad. And it really depends on if you followed the perimeters and if they're having a good day or not as to whether your ad is approved. If you like reading legal shmegal, you can go to linkedin.com/legal/ pop/pop-sas-guidelines to find out more about the guidelines, what can get approved or not approved on LinkedIn.
And basically LinkedIn says this: "LinkedIn has the editorial discretion "to reject or cease serving any advertisement "for any reason at any time, "regardless of whether or not such advertisement "was previously accepted." Emphasis is mine. So if you've created an ad for something with a hard deadline, like a webinar that you've got coming up, then make sure you create your ad enough ahead of time to go through that process, which can take anywhere from 24 to 48 hours, sometimes even longer than that.
You're probably safe as long as you don't use the word LinkedIn in your ad, or don't capitalize words like free or buy now, basically just stay away from that forbidden text and keep an eye on those algorithms, those popup boxes that will show up if you break the rules. Now once it's approved LinkedIn will let you know via email. Once they start running your ad LinkedIn will even send you an email if it's not doing well and make suggestions as to achieve a better response. And you can always click on your Campaign Manager, see why we had you bookmark that page earlier? To see your metrics and how things are working.
So in the next chapter we're gonna talk a lot more about how to target your audience, and then we'll cover metrics, and how to pay for it. That's all coming up next, so stay tuned.
- 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