You need to advertise on LinkedIn if you want to boost your brand awareness, focus on lead generation, or increase engagement. The platform recently overhauled its advertising platform, called Campaign Manager, and added to it new tools for your marketer toolbox. No matter what your marketing goal is, LinkedIn advertising will help you achieve it.

So today, we’re outlining the 7-step process to get your business set up to advertise on LinkedIn.

1. Choose managed campaigns or self-service. LinkedIn’s advertising program makes it fast and easy to set up a self-service campaign with Sponsored Content and Text Ads. The Campaign Manager can help you design ads, launch campaigns, and monitor the progress of each.

Try their account-managed advertising program for a more tactical approach that attracts a premium audience. This service couples you with a team of experts dedicated to assisting you in every process stage.

2. Start with Campaign Manager. At the center of your LinkedIn advertising is the Campaign Manager. You’ll be able to access detailed information regarding how your ads perform, including demographics, engagement with Sponsored Content, and so much more.
3. Select your LinkedIn ad format. Decide if you want to create Text, Ads, Sponsored Content, or both. Sponsored content shows up in member feeds if they’re on a laptop, mobile device, or desktop. An excellent way to get started is to share your top-performing updates on your Company Page. Because those updates were already successful with your existing followers, they’re likely to attract a broader audience.

Text Ads are easy but effective ads that display on the top, bottom, or side of the member’s feed. Keep your copy brief and captivating for the best results and use a strong visual.

4. Create your LinkedIn ads. For Sponsored Content, you can promote an update to your Showcase or Company Page or create new Sponsored Content. Create multiple versions of your Sponsored Content with variants on the creative to see which pulls the best results. For Text Ads, specify a link that clicking the ad will open, and add a headline, image, and brief description.
5. Target your LinkedIn ads. One of the main benefits of LinkedIn advertising is being able to target your ads based on first-party information that has been self-reported. It’s best to choose an extensive enough audience to generate significant results but doesn’t sacrifice relevancy for higher numbers.

6. Establish your budget. You can place bids on cost-per-click (CPC) or cost-per-impression (CPM). Utilize CPC when the click is related to a conversion, like a lead capture or webinar registration. CPM is more beneficial for boosting brand awareness.
7. Assess and improve. Their auction system within LinkedIn rewards ads that have higher engagement. So, it’s important to review your results continually, halt low-performing ads, and plug high-performing ones. Review the metrics in Campaign Manager and continue testing new variations based on your first results.

For the best results, many businesses hire a professional marketing company to help build their LinkedIn advertising. At Blue Orchid Marketing, we help with every aspect of your marketing to grow your business, including Direct Mail Marketing, a blogging program, Reputation Management, Email Marketing, website design, or any other marketing tools.

Give us a call today at 203-746-5901 or email us at sales@BlueOrchidMarketing.com to schedule a consultation to see how we can help.