Tag Archives: linkedin ads

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Written by Caroline Cox on Jul 25 , 2022

Learn the most effective ways to create winning social media ads on the app built for professionals.

Here, you’ll find:

  • Why LinkedIn Ads are worth looking into
  • The different LinkedIn ad options at your disposal
  • Tips for leveraging the social media platform properly
  • What elements make up a successful LinkedIn ad

Got a target audience of professionals? Then they’re likely on LinkedIn.

With more than 830 million members from all corners of the globe, LinkedIn is simply too big a marketing opportunity to ignore. 

Since launching back in 2002, the platform has grown from a place to connect and network to one of the most effective social media tools for connecting with your audience.

What’s more, LinkedIn’s advertising options allow you to reach your ideal clients in a way that’s strategically targeted and direct.

How effective are LinkedIn Ads?

This platform has a ton of potential when it comes to B2B paid social

LinkedIn has more than 61 million senior-level influencers. They also boast 65 million decision-makers across various industries with twice the buying power of the average web audience. 

This presents an unrivaled opportunity for marketing experts to link up with potential clients. No wonder it generates nearly three times the revenue of other social channels.

Nearly 80% of B2B marketers say LinkedIn delivers the best paid social results. It also generates more than double the leads of other platforms, and its platform-exclusive Lead Gen Forms reportedly convert 5 times better than landing pages.

Even if social media doesn’t typically top your ROI, it can bring significant results with the right strategy. Let’s cover some of the most effective approaches to generate leads via LinkedIn Ads.

woman holding "like a boss" mug

Today, two-thirds of B2B buyers expect personalized engagement from their vendors. (Image: Unsplash)

How to turbocharge your 2022 LinkedIn Ads strategy

Want to compete in today’s digital marketing climate? Then you’ve got to invest in what works, get rid of what doesn’t, and stay on top of the latest and greatest updates when it comes to ad platforms. 

Here’s how you can attract more leads and grow your business with LinkedIn advertising.

1. Create tailored ads

Targeting the right audiences in the right way will be one of your LinkedIn ads’ top success factors. Luckily, LinkedIn lets you easily tailor your content and ad format to match their interests or requirements. 

You can choose from a range of criteria when targeting your audience, including:

  • Industry, company name, or size
  • Job title or position
  • Institutions attended
  • Age or gender 
  • Skills
  • Level and field of study

These are the main targeting categories, but they get more granular from there.

2. Choose the right ad type for your campaign

When running LinkedIn sponsored ads, you have several types to pick from for your campaign. These include:

Sponsored content

Sponsored content is a type of native ad that appears directly on the feed as users scroll through. They’re seamless, appearing like any other posted content by users. They can help build awareness, nurture relationships, and drive leads. 

Pro tip: Sponsored content gets the best engagement when the text adds up to less than 150 characters.

Message ads

Formerly dubbed Sponsored InMail, these ads are especially effective at reaching people directly. The unique format allows you to build personalized ads so you can deliver relevant content to qualified leads.

The ad goes straight to a user’s inbox as any other text-based professional message if the user is active. Message ads can reportedly work more than twice as well as traditional email marketing.

Text ads

These ad types appear on the site’s sidebar. You can choose between PPC or cost-per-thousand-impressions (CPM) payment options, meaning you pay when a user clicks on the ad or whenever 1,000 people view it.

Text ad campaigns are generally the most successful with audience sizes between 60,000 and 400,000.

3. Pick the appropriate ad format

Once you determine the best ad type to leverage, you can select the best format for your campaign. Options include:

  • Text ads – These only include text phrases and are located on the feed sidebar.
  • Single-image ads – These ads should feature an engaging, high-quality photo paired with short text. Single-image ads are ideal for sponsored content and are among the most common ad formats.
  • Carousel ads – This format is used for sponsored content. You can add several images, ideal for showcasing multiple products.
  • Video ads – Video ads are one of the most popular ad types these days. LinkedIn allows video ads in sponsored content to get your message across, attract attention, and garner clicks.  
  • Follower ads – These ads help promote your LinkedIn page to attract followers. This is a good option if you’re looking to grow your audience so more users can potentially see your content. 
  • Spotlight ads – Advertisers use these to showcase their overall brand. Whenever a user clicks on the ad, they’re taken to a landing page. These ads are only available with sponsored content. 
  • Job ads – This is the appropriate ad format when you’re looking to hire new talent. They can be used in Message ads or sponsored content to help connect you with qualified candidates. 

Pro tip: LinkedIn users are 20 times more likely to share videos, and B2B brands get twice the engagement and 3.5 times the conversions on video ads vs. static posts. 

4. Personalize your ads

Seasoned marketers know personalized ads can get your target audience interested in your brand in a way more generic ads just can’t. A customized ad experience delivers tailored messages to specific audiences that match their unique interests. 

Today, two-thirds of B2B buyers expect personalized engagement from their vendors.

Of course, not every user will be interested in your brand or in the market for what you offer. But by creating different campaigns that target different ideal client personas at the various stages of the buyer’s journey, you can be better positioned to attract the right leads. 

5. Post strategic content

LinkedIn offers you up to 1,300 characters for a personal post. When it comes to the content that sees the most success on this platform, it turns out longer is better

By using long-form updates, you can earn much more visibility than you would with a short post or embedding an article link. 

When you want to post a link to a blog, ensure you provide value in your post by writing context on what the content is about and why they need to read it. You can do this by offering a teaser or a quote that previews the topic. 

Creating new content for your LinkedIn advertising strategy can be time-consuming. You can cut costs and capitalize on your existing assets by repurposing content. Use content from your blogs, knowledge base, and lead magnets by editing it to fit the LinkedIn format and audience.

You can also take advantage of third-party content, like breaking industry news. Simply sharing the news may not be highly effective, but if you add your insight and provide an original opinion about the situation, you can get high-quality content without writing a long-form post.

6. Monitor key LinkedIn Ads metrics

To take full advantage of your LinkedIn Ads campaigns, it’s crucial to measure them properly. These metrics can help you evaluate your effort and adjust your future tactics:

  • Click-through rate (CTR)
  • Cost per click 
  • Conversion rate
  • Cost per conversion
  • Engagement rate

The numbers vary depending on the ad types you run as well as your industry. While keeping an eye on your metrics is important all the time, the most effective way to ensure your strategy is working is to conduct regular social media audits.

two men outside on laptops using linkedin

To err on the safe side, it’s wise to keep your LinkedIn ads polished, professional, and on-brand. (Image: Unsplash)

7. Optimize your video ads

On LinkedIn, video ads earn 30% more comments per impression than images in the news feed. That’s why it’s important to pay more attention to this ad format.

Depending on your current marketing goal, you can take advantage of the top practices listed below.

Goal: Brand awareness ads

  • Include storytelling and branding content at the end of the video.
  • Focus on real-life human experiences to make your product and services relatable.
  • Try to keep videos under 15 seconds — these are more likely to be watched in their entirety.
  • Don’t aim for conversions with a brand awareness video — analytics should focus on different metrics.

Goal: Thought leadership ads

  • Be sure to introduce your brand at the beginning of the video ad.
  • Use industry buzzwords if you’re targeting a warm audience.
  • Add captions to your video to be more inclusive and mindful of those who can’t or don’t want to have their sound on.
  • Take advantage of words that suggest growth, potential, and profitability: “thriving”, “successful, “growth,” “progress,” “rewarding,” etc.

Goal: Lead Generation

  • Make sure to introduce your brand at the beginning of the ad.
  • Use the combination of video ads and lead generation forms.
  • Make lead generation ads more dynamic, especially at the beginning of the video.
  • Communicate your key message in the first 5 seconds of the video.

Pro tip: Remember to make sure your video ads render properly for mobile devices as well as desktops.

8. Take advantage of Matched Audiences

To widen your campaign’s reach, you can leverage LinkedIn’s Matched Audiences option. It’s available for all of the platform’s advertising products, including Message ads and sponsored content.  

Matched Audiences offers:

  • Retargeting — Helps market products to people who visited your website, clicked on a LinkedIn ad, or participated in your LinkedIn Event
  • Contact targeting — Allows you to market to LinkedIn members on your contact list
  • Account targeting — Helps you set up an account-based marketing (ABM) campaign by matching target companies against other LinkedIn pages
  • Lookalike targeting — Allows you to find audiences similar to the current audience you work with

Users of Matched Audiences saw sizable increases in their CTR (30% to  37%) and post-click conversions (32%).

With the third-party cookie phase-out still slated to go into effect in 2023, these targeting tools can help keep your marketing strategy afloat.

For more, check out our articles on advertising best practices for Twitter, Instagram, YouTube, Facebook, Pinterest, and TikTok.

9. Keep it professional

Knowing the voice and tone your audience responds to best is, of course, key to a strong marketing strategy. But it’s also important to keep the ad platform in mind.

For example, a short bit of pithy copy with a GIF attached might do really well on Twitter, but it could fall flat on Instagram.

Think about what’s bringing your audience to this specific platform. For LinkedIn, the intent is usually professional, networking, or job-related. Because of this, creating an ad that could be deemed too edgy or wacky may not resonate in the same way it would on a platform like Twitter.

To err on the safe side, it’s wise to keep your LinkedIn ads polished, professional, and on-brand. 

10. Take advantage of LinkedIn’s extras

There are certain LinkedIn features that aren’t necessary but can certainly help improve your metrics. These include:

  • Custom URL: Having a custom URL allows you to simplify the web address to be short and easy to remember.
  • LinkedIn resources: There are a number of tools available to help you use LinkedIn to your advantage. LinkedIn courses and tutorials can help you improve your LinkedIn Ads strategy using insider info. They even have magazines aimed at marketing
  • Polls: Not only are polls great for engagement, but they also help you glean vital data from real customers in your target demographic.

Pro tip: Another extra you might consider is upgrading to a LinkedIn Premium account. LinkedIn has two relevant account upgrades that might be helpful, depending on your needs.

The takeaway

When developed correctly, LinkedIn ads can deliver targeted, quality traffic to you. 

Keep these tips in mind when you’re looking to fine-tune your campaign to achieve optimal results. 

 This post has been updated and was originally published in July 2020.

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

Questions or comments? Join the conversation here!

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Written by Caroline Cox on Jun 1 , 2022

Feedzai Achieves 28% Above Average LinkedIn CTR & Garners 400,000+ Video Views

feedzai homepage

Feedzai (feedzai.com) is the world’s first RiskOps platform for financial risk management, and market leader in safeguarding global commerce with today’s most advanced cloud-based risk management platform, powered by machine learning and artificial intelligence. 

Feedzai is securing the transition to a cashless world while enabling digital trust in every transaction and payment type. The world’s largest banks, processors, and retailers trust Feedzai to protect trillions of dollars and manage risk while improving the customer experience for everyday users, without compromising privacy. 

Feedzai is a Series D company and has raised $282M to date. With a valuation of more than $1.5B, the company’s technology protects 900 million people in 190 countries.

The Challenge:

Feedzai came to HawkSEM for help with lead generation and growing their awareness, specifically via LinkedIn for time-sensitive campaigns such as a webinar or newly published article.

Since they’re headquartered in Portugal, increasing awareness globally was also important to the team.

The Solution:

To help the Feedzai team reach their goals, we started by gathering input about the top job titles and industries of their target audience. From there, we were able to create an ideal client persona that would be perfectly aligned with their software offerings.

We then implemented retargeting campaigns to grow conversions, and created LinkedIn campaigns focused on promoting various downloadable collateral such as white papers, along with offering free demos to see their software.

“HawkSEM helped us transform our paid social programs and push experimentation for the sake of testing and learning that has driven positive changes in how we manage our organic and other paid programs.”

– Laura Levy, Feedzai’s Senior Director of Demand Generation

The Results:

Within six months of partnering with HawkSEM, Feedzai was able to: 

  • Increase click-through rates to 28% higher than the average LinkedIn CTR
  • Launch a rebranding video campaign that received more than 419,000 views
  • Supplement total leads with LinkedIn Ads conversions by 10%

About HawkSEM

Our mission as an agency is to dramatically improve your digital marketing results. HawkSEM brings a mix of senior industry experts, ConversionIQ (our smart way of marketing to drive more revenue), and constant optimization to transform your paid search, paid social, remarketing, SEO, content marketing, and everything in between. We go above and beyond, working with you to create the perfect digital marketing strategy for your business. Request a consultation or just say hi.

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

Questions or comments? Join the conversation here!

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Written by Sam Yadegar on Feb 28 , 2022

Let’s compare Google Ads and LinkedIn Ads when it comes to ad options, audience reach, cost, features & more.

Here, you’ll find:

  • Similarities between Google Ads and LinkedIn Ads
  • How these ad platforms differ from one another
  • The pros and cons of each
  • Tips for determining which is right for your business

When it comes to paid search marketing platforms, Google Ads is often at the top of the list. 

And between its popularity, versatility, and simplicity, it’s a highly appealing choice. But when you put all your pay-per-click (or PPC) eggs in one proverbial basket, you could be missing out on potential leads.

That’s just one reason we’ve seen many businesses explore options outside of Google Ads. One growing trend we’ve noticed lately: more B2B companies turning to LinkedIn Ads.

Of course, both Google Ads and LinkedIn Ads are efficient paid search advertising tools. However, each one comes with specific pros and cons that provide different benefits to different businesses and audiences. 

Let’s take a closer look at how they compare.

linkedin ads vs. google ads

When users sign up for LinkedIn, they often share a handful of personal details, such as their job title, education, experience, industry, interests, and much more. (Image via Rawpixel)

Target audience

It’s an understatement to say Google reaches a massive audience. Because of this, it’s fair to assume that almost everyone’s target audience uses the search engine to some degree — a big advantage for companies when it comes to targeting.

On the other hand, businesses that need to narrow down their reach may struggle to get their settings just right on the platform. And a mistake made when segmenting audiences could negatively impact your digital ad campaign spend.

Of course, LinkedIn has a much narrower audience: businesses and business professionals, mostly. But this makes it an ideal destination for B2B marketing. LinkedIn allows marketers to target decision-makers and key audience members in a variety of effective ways.

For B2B companies looking to connect with decision-makers, LinkedIn is an excellent digital ad platform. For B2C companies trying to widen their reach, Google Ads usually work best.  

Pro tip: While LinkedIn does have a smaller audience, since the pandemic began, they’ve had an impressive growth spurt with increased metrics across the board. They’re expected to keep growing and gaining more traction in the marketing space.

Segmentation opportunities

When you’re targeting an audience through Google Ads, you have several options to work with. These include:

  • Location
  • Demographics
  • Affinity
  • Technology
  • Buyer behavior
  • Interactions with your website or app

But no matter how well you know your buyer persona, it can be difficult to completely avoid clicks from unqualified leads.

When users sign up for LinkedIn, they often share a handful of personal details, such as their job title, education, experience, industry, interests, and much more.

LinkedIn users can also join groups, spark conversations, and even create followings. This data becomes priceless when you start targeting highly specific audiences and implementing account-based marketing. 

LinkedIn even offers a Matched Audiences feature. This helps marketers match their email lists and website visitors with LinkedIn users.

For B2C and B2B companies targeting a wide audience, Google Ads has sufficient targeting features. But for B2B companies that need to target highly specific potential clients, LinkedIn Ads provide more than 20 audience attribute categories.

Lead generation & intent

When it comes to lead generation, Google Ads’ wider reach becomes an advantage. For one, you can bring in a big number of potential clients without exhausting your budget. 

The audience you target on Google comes to the search engine with an intent to find a product or a service. This makes lead generation much easier.

Generating leads on LinkedIn can be somewhat trickier. Platform users often sign in to learn industry news or chat with fellow group members. No matter how well you design or place your ad, viewers simply may not be susceptible to it.  

However, unlike Google Ads, LinkedIn has an option of targeting leads through messages (called Message Ads), which can help with the lead generation process.

Lead generation is often more efficient through Google Ads. However, LinkedIn offers an opportunity to find valuable prospects with a variety of specific targeting tools.

Pro tip: Google is constantly making changes to Google Ads, and what you don’t know can hurt you. Keep up to date with changes and the latest ways to make Google Ads work for your business.

google ads vs. linkedin ads

Digital ad budgets for these two platforms depend on a handful of factors. (Image via Rawpixel)

Expenses

When it comes to pricing, LinkedIn’s ads are generally more expensive than Google’s. Just like in Google, you can choose cost-per-click (CPC) and cost-per-impression (CPM) options as well.

LinkedIn also offers a cost-per-send model for its Message Ads. On average, you could expect to pay about $5.26 per click (with a minimum bid of $2), $33.80 per 1,000 impressions, and $0.80 per send.

With Google, the average cost per click is about $0.67 for search and $2.32 for display ads. But to take full advantage of the low cost, you’ll likely need to put in some serious audience segmentation efforts. Otherwise, your paid search marketing ROI may be less than satisfactory.

Digital ad budgets for these two platforms depend on a handful of factors. But on average, Google Ads are less expensive than LinkedIn Ads. 

However, a B2B company with a tight paid search marketing budget may benefit more from a limited number of LinkedIn Ads than from a wide variety of Google Ads.

Curious about how to make Google and LinkedIn advertising work for you? Let’s connect.

Google Ads vs. LinkedIn Ads: Pros and cons

This quick comparison can help you make the right decision when choosing between the two paid search advertising options.

Google Ads pros:

  • Wider audience
  • Lower CPC
  • Audience with the intent to buy
  • Excellent documentation and support
  • Many ad types

Google Ads cons:

  • A high learning curve for advanced options if you’re running them yourself
  • Fewer segmentation opportunities
  • A competitive market
  • Ad design and content limitations (characters, emojis, descriptions, etc.)

LinkedIn Ads pros:

  • A wide variety of targeting opportunities (more in-depth than any other platform)
  • Easy to get started
  • High-value prospects
  • Account-based marketing opportunities
  • Easy budget planning

LinkedIn Ads cons:

  • Narrow and specific audience
  • Audience without intent to buy products or use services
  • Higher CPC, impression, and send
  • Lack of robust reporting and analytics tools

The takeaway

So, Google Ads vs. LinkedIn Ads: which one is better? The answer, of course, isn’t one size fits all. 

The right choice of a paid ad platform will depend on factors including your budget, specific product or service, target audience, and marketing goals.

The good news? You don’t need to choose between Google Ads and LinkedIn ads. Many B2C and B2B companies use both of them — along with Instagram, Facebook, and other avenues. 

If your budget allows, diversifying your paid search marketing effort is an excellent way to achieve a better marketing ROI.

This post has been updated and was originally published in November 2020.

Sam Yadegar

Sam Yadegar

Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

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