Advertising that can make a difference
Advertising that can make a difference


LinkedIn advertising is one of the most powerful tool, only when you use it to its full potential. There are mainly five approaches for using LinkedIn Ads, each one having its own outcomes and end goals. The basic concept behind LinkedIn's advertising platform is somewhat similar to Facebook. You can create static images and video ads which will appear in various parts of the page, or you could also choose to promote your content through your target audiences' news feed. 

The five main approaches are:

1.Traditional Advertising - With any form of advertising, a typically "good" way for getting a high response rate is to give away something for free, such as giving away a free white paper in return for a phone number or an email address.

You should ensure that you have a landing page set-up and specifically enhanced for the action which you are trying to get from the user.

In return, you might get their contact details, which in future will allow you to follow up with an email or a call and moving them further in the sales process.

2.Local Advertising - When advertising for local businesses, one of the best way for increasing your Click-through rate (CTR) is to create ads which directly relate specifically to the location which you are targeting. 

The location targeting for LinkedIn Ads is not 100% perfect though, as you will have problem in targeting small towns and villages, and not all of the cities you want to target will be available as an option. This means that you might have to settle with choosing a wider, less-targeted audience across several towns, which can still be very effective.

3.Highly Targeted Advertising - You also have an option to build extremely targeted campaigns and create ads which are really specific and relevant to your target audience. For example you can target a selected industry in a specific city and then show them an ad saying "Want to appear 1st for XXX in XXX?

When building such highly targeted campaigns, you need to ensure that you have a pocket full of budget to work with. Your budget has tobe set at the campaign level, which means that for each and every industry and location you target, you will require a separate budget. There should also be a minimum budget for one-day-per-campaign and a minimum cost-per-click (CPC) bid.

Despite the minimum requirements of the budget, such campaigns can be extremely successful because of the relevance which the ads hold for the target audience. This is likely to generate a high Click-through Rate and if the ad is truthful& meaningful and the landing page is optimised, it would increase the conversion rate.

4.Sponsored Posts - Do you know now you can sponsor your posts, like Facebook's promoted posts, where you pay for an update to be shown to all your LinkedIn users based on: 

  • Industry
  • Company 
  • Company size
  • Job title
  • Job function/seniority
  • Education
  • Skills
  • Groups
  • Gender
  • Age

These sponsored posts appear 3rd or 4th in the list of the newsfeed on the home page of LinkedIn and it's not that obvious that they are ads, as most of the people don't spot the "sponsored" label.

So what do you think? Any tips, suggestions or comments?