There has been a huge shift in the past two years as to why people are using LinkedIn. Mostly, there has been an evolution from LinkedIn being a professional social media platform to a combined content publishing platform. With more people regularly utilizing LinkedIn as a source of information, the opportunity for advertising has also increased.
PRO TIP: B2B LinkedIn Advertising is more successful than B2C.
LinkedIn, just like any other social platform, depends on their users being satisfied and wanting to come back to use their service repeatedly. Because of this shift in their user’s behavior, they’ve made a business decision to provide advertisement support for companies spending less than $25,000 per year in LinkedIn Advertising.
Gone are the days when smaller businesses couldn’t receive advertising help simply because they weren’t spending enough on the platform. LinkedIn is now committed to helping advertisers, of any size, in any way possible- and that luxury is here to stay.
Due to the shift in what users are using LinkedIn for, LinkedIn will also be changing “Sponsored Updates” to “Sponsored Content.”
Sponsored Content is the only form of advertisement that runs on both mobile and desktop. Why is this important? Because 90% of LinkedIn’s traffic is coming through mobile.
LinkedIn also allows members to see up to four different sponsored updates from one company in a 48-hour period. Knowing this, it will be beneficial to have four variations of your ad running at one time. You can do this by simply changing the ad creative or tweaking your ad copy. This will help maximize your advertising dollars and increase your CTR (click through rate).
Advertisement Best Practices
There are two best-practices that will help you the most when running advertising campaigns on LinkedIn. By running test campaigns and pushing your business to “groups”, you can maximize your reach and ROI.
Running Test Campaigns
Make sure you run a test campaign before increasing your spend to your full budget level. We recommend running your test campaign for at least a week in order to gather some actionable data. Similar to running campaigns in Google’s AdWords; without running your campaigns and receiving sufficient data, you may be making changes that will prevent your campaigns from being successufl in the future. It takes time, patience, and even some mistakes, before you’ll be able to create the most effective campaigns.
Another similarity with Adwords is that the longer your campaigns run on LinkedIn, the more you will be able to gather information regarding your campaigns relevance and quality. Running the test campaign for at least a week before making changes will help in this effort.
These people have already raised their hands and said, “I’m interested in YOUR BUSINESS!” It’s a no-brainer to join in the conversations and start a few of your own.
WANT TO KNOW A SECRET? You can get account-specific within Companies and target individual people with LinkedIn Advertising!
How Engaged is My Audience?
Running your campaigns for an extended period of time, and testing various types of content should start to give you a read on what kind of engagement metrics you can achieve on LinkedIn. Establishing that baseline for your business, and your type of content, is an important step.
Here are some baseline LinkedIn statistics to get you started:
- Average engagement rate on LinkedIn is 0.04%
- Average CTR: 0.35%
- With campaign tweaks, or help from a LinkedIn Advertising Professional, those CTR’s can be increased to 0.50% or above.
LinkedIn’s Big Announcement
“If you have any pieces of dated content on your website or specific CTA’s we’re going to be rolling out conversion tracking on July 15th.”
They’re five years behind the curve, but it’s better to be late than never, right?
Stay tuned for more LinkedIn Advertising tips and secrets!