EVERYTHING YOU NEED TO KNOW ABOUT LINKEDIN ADVERTISING:
THE CHEATSHEET

It’s a fact that LinkedIn advertisements does not suit the needs of every business, unlike Facebook. But there are numerous B2B marketers that are utilizing LinkedIn advertising for brand promotions or generating user engagement. And LinkedIn ads are the answers for you, if your objective is to target c-suite professionals, delivering informative content to marketers or just spreading brand awareness

LinkedIn ad formats

Once you are ready with a LinkedIn Company page, you’ll be ready to explore all the various LinkedIn Ad formats. Based on your requirements, which could range from brand awareness, website visits, engagement and video views to lead generation, site conversions, and job applications; you can select the appropriate ad format.
1.LinkedIn sponsored content: What feels specific to LinkedIn are the Sponsored Content ads: the ads that seem like a promoted post from a company’s feed. With a headline, an image and a link to sponsor, the ads manager can create this post for you. Alternately, you may also develop carousel ads, video ads, and lead generation ads that show up in the same format.

2.LinkedIn text ads

Text ads from LinkedIn are equivalent to search ads from Google or Bing. These ads function on a typical pay-per-click or impressions basis; featured in the sidebar. Although, undoubtedly, for a social platform, there are somewhat boring ads: just a piece of text with a headline and the company logo.

3.LinkedIn Sponsored InMail

When you log into LinkedIn and notice about 10 new messages, most likely a few of those are advertisers who’ve popped into your inbox for a couple of bucks via Sponsored InMail. A list of contacts for personalized messages and their content is decided by the advertiser- you can invite prospects for events, or perhaps aim to establish an inbound call.

4.LinkedIn programmatic display ads

Luckily for B2B marketers, LinkedIn integrated programmatic offerings for targeting. These display ads let you reach the biggest professional audience depending on intent or personas. These are your average display ads and the advertises can select their favored demand-side platform or trading desk and buy inventory through open or private auctions.

5.LinkedIn dynamic ads

Essentially, Dynamic ads are the most tailored and personalized. You have a choice to either promote job postings, content downloads, your own company page, or boost website traffic through spotlight ads which are also featured on the newsfeed. This form of ad comes with set templates and auto-translation features for effective personalisation.

6.Bonus: Elevate

Surprise! Elevate is not exactly an ad, but it serves as a LinkedIn advertising solution. Elevate is a forum for a business to pay for its employees to become brand advocates. It essentially makes it convenient for the sales/marketing team to monitor and suggest content to the employees that they can later share on LinkedIn to keep the needle moving.

LinkedIn advertising costs

Similar to other platforms, LinkedIn advertising costs are calculated by your bids and budgets; i.e., your total ad spending would vary based on your organization and priorities, since that defines your choice of ads and your budget. LinkedIn ads, nevertheless, do come with some minimums that must be spent by all advertisers:

    Daily budget per campaign:
  1. Total budget per campaign:$10 (optional feature for Sponsored Content)
  2. Bid for CPC or CPM on Text Ad campaigns: $2. Additionally, LinkedIn ads do come with a minimum bid for Sponsored Content campaigns, but the exact for that is dependent on your Target Audience.

Top Digital Marketing Trends to Look Out for in 2021.

Digital transformation has become a reality for several businesses in the past year and a half, due to the global pandemic. COVID19 accelerated the speed of change by years.
All the future ideas you were going to use for your digital marketing strategies might be outdated now, while a whole new set of issues have risen to attention. Consumer behaviors and needs have changed drastically.
Let’s discuss what is trending now, and focus on where to allocate your budget for the upcoming quarters- so you stay ahead of your competition.

Consumer behavioural changes are here to stay:

Because of the global pandemic, 60% of businesses across various sectors have seen new buying practices in this past year. Keeping up with the demand for easy, quick online purchasing and contactless delivery now falls under the category of old challenges. Organizations are now planning to build a safe, secure and resilient future. A recent Institute for Business Value report by IBM finds that upgrading to a more resilient structure stands as a priority for 52% retail brands along with executing contactless mobile payments (47%) and creating a vigorous digital platform for selling (45%). Waiting to return back to “normal” is now pointless. According to research, vaccines and re-opening are already leading a new set of online search opportunities.

A recent Institute for Business Value report by IBM finds that upgrading to a more resilient structure stands as a priority for 52% retail brands along with executing contactless mobile payments (47%) and creating a vigorous digital platform for selling (45%).
Waiting to return back to “normal” is now pointless.
According to research, vaccines and re-opening are already leading a new set of online search opportunities.
All the ideas and plans you categorized as low priority and the ones you kick-started before pandemic must be reprioritized and re-strategized.
Lay out all your budgets, scope, timelines and priority order on the table. Some of your ideas may need to be immediately put into action while others are dropped forever.
While planning now keep the future of your company, five years post COVID, in mind.

Real time insights to get ahead of consumer demands:

  • It’s no secret that search insights come very close to accurately understanding your customer. Consumers are conveying to brands exactly what they need, want and purpose through search queries and onsite attitude.
  • Your organization should have the sources to listen, analyze and implement the insights into real-time personalization. You are missing out on a huge opportunity to connect with your audience, if you aren’t set up to do so.
  • Ensure the processes, platforms and people are in place to convert this highly valuable consumer data into work.

Customers are expecting brands to give them connected digital journeys:

  • Salesforce, in their recent State of the Connected Customer survey that 80% of users believe that experience they have with an organization is as important as its services or products.
  • Let it be a chat with an AI bot or talking with a customer representative over phone, users expect the agents to have access to their information. They want the interactions to pick up where they were left off.

First-party data will boost to the top:

 
  • Google is planning to stop producing third-party cookies. Which means our PPC & SEO professionals are working hard to come up with a strategy for a future that has no cookies. Also, 46% say that deprecating cookies is the top media challenge for 2021.
  • This also means that first-party data is of high importance and value since behavioral analysis and ad targeting might become even more difficult.
  • It’s better to start planning on how your consumer questions will be handled. The concerns about data storage, disposal and privacy.
  • Figure out what you are able and willing to offer users in exchange for their data. Assess the effect this upcoming trend would have on your analytics and measurement processes.

The
Cheatsheet

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