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Ads on LinkedIn step by step. Does it affect lead generation?

7 minutes of reading
Ads on LinkedIn step by step. Does it affect lead generation?
Category SEO

If you’re not advertising on LinkedIn, your sales pipeline likely isn’t as full as it could be. While this social networking site may seem like it’s more geared toward executives and human resources professionals, it can actually work well for small-business owners and salespeople, too. If you aren’t sure how to get started with LinkedIn ads, the following step-by-step guide will walk you through everything you need to know about these easy and effective ads. The sooner you start, the sooner you can fill your pipeline with qualified leads.


Introducing LinkedIn platform

Professional image of an expert at your fingertips

The first version of LinkedIn was launched in 2002. In 2003, it became a part of Microsoft and remained so until 2016 when it was acquired by Microsoft for $26.2 billion dollars. Since then, the company has grown significantly.

With over 400 million users, LinkedIn is the world’s largest professional social network. The network connects professionals across industries and around the world, making it easier for them to connect and do business. Companies use LinkedIn as a way to find talent and generate leads. One way of driving traffic is through advertising on LinkedIn.

In this day and age, your professional image is vital. Your LinkedIn profile is your most powerful marketing tool. Make sure that you’re putting your best face forward with a professional photo of yourself as the main image on your LinkedIn profile. It will help people remember you, make a good impression, and show that you’re serious about your profession.

Can SEO strategies be implemented on a LinkedIn profile?

While SEO strategies cannot be used on a LinkedIn profile, the strategy of creating high quality content and sharing it with your audience can be implemented. This is a strategy that many companies use, including those on platform. Content that is shared on LinkedIn should be engaging and valuable in order to attract more followers. In addition, it’s important to create posts about relevant topics for your industry as this allows for more targeted audiences who are likely interested in what you have to say.

Can LinkedIn generate leads? Advertising on LinkedIn

While LinkedIn has been used for years as a job-searching platform, it’s also a powerful marketing tool. A recent study found that companies that advertise on LinkedIn generate 10 times the number of leads per day than those who don’t. In order to get started with your first campaign, you’ll need an account with LinkedIn Ads Manager and a credit card. To set up your first campaign, click on “Create Campaign” at the top right hand side of your screen. From here you will be able to select one of three categories (Leads Generation/Sales Solutions/Recruitment) or create your own custom category if needed.

Benefits of advertising there

The benefits of using LinkedIn ads are numerous. For starters, you can create a more targeted audience with more specific demographics. You also have the opportunity to set your own budget, so you can be as hands-on or hands-off as you want with your campaign. Finally, it’s worth noting that advertising on LinkedIn is not cheap, but if you’re willing to pay for an ad that will generate leads then it’s well worth the investment.

Worth knowing

Where can you place ad?

You can place your ads on LinkedIn in the following places: sponsored updates, company page, jobs, lead generation forms. There are many different ad types that LinkedIn offers such as: text ads, image ads and video ads. The type of ad you should use depends on what you want to achieve with your campaign and how much time you want to spend managing it.

How much does it cost?

Cost-wise, LinkedIn ads are very affordable. LinkedIn ads can start as low as $1 per day and scale up to a maximum of $2,500 per day. The best part is that you only pay for what you use, so if your campaign isn’t generating the type of traffic you want or leads you need, it’s easy to change your budget or ad design without spending more money.

How many times your ad appears?

The number of times your ad appears on LinkedIn will vary depending on the targeting. For example, if you’re targeting your ad to a specific industry or geographical location, your ad will appear less often because it is more relevant. If you’re targeting professionals who are interested in buying a house or want their first job then your ads will appear more frequently because they are not as targeted and less likely to be clicked.

Optimizing ad for lead generation

Consider the importance of including a clear call-to-action in your LinkedIn ad. Think about what you want people to do when they see your ad, and make sure it’s included in your ad copy. If you want them to click on the link and download a white paper, then say that. And don’t forget a compelling headline and an attention-grabbing image.

Targeting strategies

As a general rule, targeting is the most important part of your campaign. That’s because it’s what determines who sees your ads and when. There are tons of different options for targeting available on LinkedIn, so be sure to choose those you will need:

  • targeting by geography (when you target a specific geographic region on LinkedIn, you can show your ads only to people in that area);
  • demographic targeting (if you’re trying to reach people of a certain age or gender, demographic targeting lets you do that);
  • company size and industry type (the company size option lets you target larger companies like Microsoft or smaller ones like startups);
  • job title and skillset (with the skillset option, you can choose from pre-defined groups or create your own).

Bidding strategies

Bidding strategy is one of the easiest things you can change on your LinkedIn ad account and it can lead to a significant increase in traffic. For example, if you’re running text ads with a $1 CPC bid, set that same bid for all other campaigns with text ads. On an average day, this might get you 20-30 clicks per day at most. But what if you bid more aggressively? With $2 CPC bids on all other campaigns, this could get up to 60 clicks per day.

Campaign management

The most important thing to remember about campaign management is that you can always change your settings. You should take the time at least once a week to review your campaigns and make adjustments as needed. The more time you spend on campaign management, the better results you will get.

Setup conversion tracking

In order to track the effectiveness of LinkedIn ads, you’ll need to set up conversion tracking. This will allow you the ability to see how many people are clicking your ad and converting into a lead for your company. To set up conversion tracking, navigate to “Conversion Tracking” in the settings tab on LinkedIn’s Advertising Manager page and copy paste your Google Analytics ID into the box provided.

Last words

Integrating LinkedIn ads into your marketing strategy can be a great way to build your brand, generate more leads, and drive customers to your website. As the world’s largest professional network, LinkedIn has the potential for significant reach when it comes to advertising. Generate leads in places you haven’t even thought about before!

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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