LINKEDIN ADVERTISING OBJECTIVES
Most of us have used LinkedIn using organic methods. There are some who have considered LinkedIn Advertising and are uncertain in regards to the objectives they should use. I myself have developed paid ad campaigns for other companies on LinkedIn but not for myself. I am a specialist and boutique consultant so I wouldn’t need advertising on a large scale as I have done for some of my clients.
For businesses with $1 million + in revenue or higher that have a B2B value proposition. LinkedIn advertising is the perfect paid ad platform for most. If you are a recruiting agency seeking talent is also a good fit.
LINKEDIN ADVERTISING AD TYPES
Brand Awareness
Website Visitors
Engagement
Video Views
Lead Generation
Website Conversion
Job Applicants
Brand awareness - Are ad campaigns that can be used to make others aware of your brand. If you are looking for immediate sales and have never collected any behaviors for re-targeting. I would not expect a huge return at first. It is a process that would have to be implemented. Brand awareness ads are a great to test different content against different audience silos. You can then use this data later to re-target with conversion ads.
Website Visitors - A website visitor ad type, can be used almost the same as brand awareness. However I tend to do brand awareness ads at first, with the intent of understanding and collecting traffic into groups. I would use a website visitor ad, delivering content specific to what the audience groups have engaged with during the brand awareness campaign; with the intent of leading them to a website to collect deeper behaviors.
Engagement - Engagement ads much like Facebook can be used to build social proof and engagement on your posts. It doesn’t guarantee that you will receive website behavior or any conversions but your ads will be delivered to those who will engage with social posts.
Lead Generation - Using this form of advertising at first may not be as promising until you collect behaviors to create what is called “matched audiences’ as well as running ads prior to this step to collect those who engage with your content with the objective of lead generation. LinkedIn has an internal form that you can use to collect your prospects.
Website Conversion - This type of LinkedIn Ad can also be used to collect prospects but on your actual website. You can also use this objective to sell your products or services. As mentioned using this objective on the first try much like lead generation it may not be as effective. It is better to create stepping stones and a process or your potential leads to follow that lead them into the process of becoming a lead.
Job Applicants - If your goal is to collect candidates to fill job roles, this would be a great objective. Much as the other ad types, it is wise to collect behaviors first, while testing which content groups are most effective.
If you would like to set up a strategy session on how to create effective LinkedIn Advertising Campaigns, backed by data; schedule a strategy session.
Samantha Glover is a mathematician, and marketing strategist who has worked on government level campaigns, mayors, utility companies, as well as big brands such as Walmart, Design Toscano, business consultants and more.Samantha has created more than paid ad campaigns, she has created growth models from businesses scale their business for long term growth with the use of big data and data analysis.
Samantha is an innovative problem solver who has overcome obstacles such as Autism Spectrum Disorder to teenage homelessness. As a recent graduate she has already scaled 13+ businesses.
