Join Viveka von Rosen for an in-depth discussion in this video What you should know before watching this course, part of LinkedIn Marketing: Advertising.
- Before we get started, let's talk about some of the terms I'll be using. There are some similarities between LinkedIn ads and Facebook ads, and Google PPC, or Pay-Per-Click. So I'll often be referring to the Facebook Ad Fundamentals course and the Pay-Per-Click course in Lynda's library. And of course, if you've not yet done so, make sure to check out Up and Running with LinkedIn, Social Selling with LinkedIn and, you know, my course, LinkedIn for Business. You will have to have a company page in order to run sponsored updates and some text ads and all marketing solutions.
So if you don't have a LinkedIn company page for your business, yet, watching LinkedIn for Business is a prerequisite. I'll also be using some marketing terminology and Brad Batesole's description in the Facebook Ad Fundamentals course will come in handy if you're new to the world of social advertising. But, just to get you started, I'll be talking a lot about clicks and clicks are when people click on or click through whatever link you have in your ad. This is a key measurement you will be interested in.
CPC is the cost per click, meaning each time a LinkedIn member clicks on your link, it might cost you money. It's important to know how much your average customer costs you and what your average click costs you and what your conversion rate is in order to make sure you're not just throwing your money away with LinkedIn ads. In Pay-Per-Click fundamentals, Elizabeth Marsten goes into this in some depth. I'll also be mentioning PPM which stands for Pay Per Mille, but I like to think about it as cost per impression.
An impression is any time an ad shows up on a members LinkedIn page, but keep in mind, an impression does not guarantee the user saw it, just that it showed up on the page. Spend is how much money you invest in your campaign. ROI is the return of your financial investment and now people are talking about ROTI, too. Which is the return on your time investment. And COI is the cost of inaction. What it costs you not to be active on LinkedIn or not to be active with LinkedIn ads.
So, hopefully that covers most of my jargon during this training. Make sure to use all other tools and resources we share, transcripts, links, and teaching guides to make the most of our time together.
- 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