If you’re a B2B company, attracting new customers with pay-per-click (PPC) ads on LinkedIn rather than Google or Facebook may be the way to go. That’s because you can target your ad to specific job titles, job functions, industries, company size, seniority, by LinkedIn Groups, etc. to ensure you are reaching either the end user or the person who makes the purchase decision.
Who you can reach on LinkedIn:
- 175 million professionals worldwide, 40 million of whom are US-based
- 7.9 million business decision makers
- 1.3 million small business owners
- 4.2 million corporate executives
How it works:
- Choose your target demographic and location
- Set a budget for clicks ($2 minimum) and the total you want to pay overall ($10 minimum)
- Pay $5 activation fee
Types of ads:
- Poll ads: Conduct market research and build brand awareness at the same time
- Join group ads: If you have a LinkedIn Group, you can advertise it and increase your reputation as a thought leader
- Social ads: These ads integrate member activities and information about advertising to target buyers based on what LinkedIn knows about your social network.
- Video ads: This is the newest ad type, which lets you add your YouTube video or a 30 second video to ads.
- Make sure you measure your click-through-rate (CTR) on a regular basis to ensure your ad is working; you want a CTR of 0.025% or better.
- Ads with images get 20% more clicks.
- Turn your headline into a question to garner more attention.
- You can create up to 15 ad variations to figure out which image and text work best.
- Target ads to one specific group instead of everyone; the CTO has different priorities and needs than the CIO.
Have you advertised on LinkedIn yet? What about Google or Facebook? What strategies have you used to increase your CTR?
Image courtesy of blog.hubspot.comGoogle+