Join Viveka von Rosen for an in-depth discussion in this video What we'll cover, part of LinkedIn Marketing: Advertising.
- In order to use ads effectively, you need to know the buying cycle of a social consumer. So let's take a look at that step by step to get you clear on strategies you can employ no matter who or where your customer is. We'll cover the importance of knowing your goals. It seems kind of obvious, I know. But if you don't have specific goals for your LinkedIn ads, not only will you have a hard time monitoring your metrics, you'll probably be throwing your money away. So let's look at how your goals fit into the social buying cycle.
Also important is knowing why you want to be using LinkedIn Ads, your goals, and how they fit into the marketing funnel. Are you using ads to address a point of pain? Are you using ads to create awareness? Are you positioning yourself or your company as experts? Are you selling a product or service? Are you more deeply engaging and educating your target prospects? Are you using ads to generate leads or using ads to convert sales? You can be doing one or all of these things.
But you have to know what you're doing in order to use LinkedIn effectively. We'll need to cover some basics as well, like getting your business account set up. You have to create a business account in order to run and monitor your ads. And we'll take you through that step by step. Then we'll deep dive into the features of sponsored updates. We'll take a look at the features and strategies for creating, targeting, monitoring, and optimizing your sponsored updates, as well as understanding the difference between CPC and PPM ads and when you should consider one over the other.
We'll also take a deep dive into text ads and what works and what sells on LinkedIn as well as creating, targeting, monitoring, and optimizing your ads. Once your campaign is launched, it's good to have some strategies on hand for tweaking and improving your ROI. So we'll look at metrics, audience, and budgeting strategies. And finally, because it's good to know all your options, we'll do a quick overview of LinkedIn's more premium $25,000 a quarter or more options, like display ads, Sponsored InMail, sponsored groups, and lead accelerator, what they are, what the differences are, who can get access to them, and start using them, and, really, whether they're a fit for your company and your budget.
You might have noticed I didn't mention job postings in this program, which is definitely a form of a LinkedIn ad. But that's because we've already covered it in LinkedIn for business in the using career pages and job posts video. Now that you know what we're covering, let's get into it.
- 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