Today, LinkedIn is one of the most recognized social networks worldwide. Since, it is a platform specially oriented to profiles professionals that aims allow your users to get new business opportunities and contact your colleagues or other professionals In a direct way.
Added to that, this social network is ideal for find suppliers, employees or customers, as well as to recommend to your contacts, participate in discussions, exchange opinions, gain new technical knowledge, interconnect with other social networks and until publishing events of interest (seminars, conferences, courses, etc.).
As if that were not enough, the social network with more than 650 million users in the world, also allows advertising campaigns through advertisements. Which are considered an optimal tool to reach your target audience, Above all, if you dedicate yourself to B2B or human resources. So then We will introduce you to the types of ads available on LinkedIn.
Types of ads on LinkedIn What are all there?
While it is true, advertising in LinkedIn exists and works perfectly as an ideal tool for those professionals who want to have a greater reach on the platform. Taking into account that it consists of a CPC utility or "Cost per Click" which is based on a bid-based advertising mode.
Therefore, in this case, several advertisers bid for keywords or spaces, in order to your banner ads show up in the top spots to other LinkedIn users. In addition, for better management, the social network offers different types of ads that fit the requirements of each person.
That is why, to better understand how advertising works on LinkedIn, it is necessary to know what types of ads are handled there, what they are about and their best advantages:
Sponsored content ads
It is cataloged as the type of ad in LinkedIn more common and so on, It is characterized by being presented in the users' feed together with the updates of their contacts once these are connected through your computer or from the mobile app. Which, are marked with the "sponsored content" symbol. In this way, it refers to a class of advertisement that serves to camouflage itself among the rest of organic content, in order to attract the attention of other users and thanks to this, they present a complete effectiveness.
Taking into account that, it allows to promote the following:
- An article published in your feed, Natural way.
- An image with which you want to capture the attention of your target audience.
- A link or text with web address that sends traffic to the landing page you want.
- A carousel ad. That is, the constant rotation of images to give a global idea about a product or service, in an attractive and dynamic way.
- A native video ad which is composed of text, a clip, and a pre-configured call to action.
Thus, in general terms, sponsored content on LinkedIn guarantees high-interest benefits for users who want their advertising to give them really positive results.
Next, we mention the main advantages it exhibits:
- They have a remarkable reach, since its coverage is proportional to the number of contacts and followers that the user has on their profile. Also, if other users choose to share that publication, the ad could be expanded much more. That way, it's simple create an audience of up to 150,000 platform members.
- They allow you to present the advertisement to your ideal audience. This is a key point of sponsored content, since has the ability to display posts exactly to the audience you are targeting. Valuing that, there is the possibility of setting criteria and segmenting campaigns so that the ad is suitable for the target members.
- Your presentation is indefinite. Which means that, unlike natural posts that have a relatively short duration in the feed, sponsored ads will show indefinitely, since they can be "Rekindle" for weeks, months or throughout the year with multiple prints.
Dynamic Ads
Basically, they are those ads that can be "self-generated" based on your own profile on the social network. Therefore, they stand out for advertising in a personalized way making use of the information you provide through your profile. Be it your job, your sympathies, your interests, etc. Now, to get the effectiveness of dynamic type ads, it is opportune to set a target audience.
Since, the more segmented it is, the better it will work to benefit from the LinkedIn algorithms that They are the ones who decide the content that each user can view. Among other details of this type of ad, we note that dynamic advertising in the professional social network It is a space of 300 × 250 pixels that will be displayed through the browser, directly from the right lateral column. Thus, a privileged area that works as an ideal setting to capture the attention of hundreds of users. Especially if a graphic banner is used.
Thus, dynamic type ads on LinkedIn offer different advantages such as:
- Broad segmentation criteria. Which allows you to select the specific audience you want to address to achieve your goals.
- Possibility of measuring the acquired results. This, from campaign reports that LinkedIn usually provides in order to know if your campaign is well segmented.
- They adapt to the language of the recipient. Due to this particularity, dynamic ads have greater options to reach their ideal audience.
- Using predesigned templates. With which, you can develop your advertisements in a faster, easier and more effective way.
- Great customization capacity. Since they use the information exposed in your profile LinkedIn, you won't have to invest a lot of time or effort to design your new campaign.
Text Ads
As its name implies, simply, are text-format ads that are displayed when each user browses LinkedIn. In this way, they have the particularity of presenting a very modest, discreet and usual format. Thus, although their visual impact is minimal, the truth is that they manage to perfectly infiltrate the user's screen. For its part, the LinkedIn system can insert these types of ads on several occasions, since there are several spaces in which they can be displayed because they are purely text.
For this feature, it is very simple that they impact thousands of times and in that way, provide effective results in favor of the objective set by each advertiser. Now, even though the CTR or "Click rate" of text ads typically is lower than what is purchased through Promoted Content Ads, the former reveal some benefits of interest to those who choose to use this kind of advertising.
These pros refer to:
- As usual, the number of impressions of text ads exceed that of promoted content ads. This, even when they are on an equal footing due to their bid, audience and time range.
- They are basic and simple campaigns to carry out. Therefore, to capture the attention of your target audience, you will only have to use a really attractive title and short description.
- You will only have to pay for those ads that work. That is, per impression or per click.
- You have the possibility of displaying your company logo to give a stamp of originality, through a small 50 pixel image that contains the ad, for effect.
Advertisements Sponsored Inmail Messages
These refer to those ads based on Inmail sponsored in LinkedIn with which purely personal messages are sent in a scalable way. In that sense, they offer the same targeting possibilities as text ads, so they provide a remarkable reach.
Therefore, it is very easy to personalize the message to convey to the viewer, in order to capture their attention in a much more exclusive and fast way. Taking into account that, they are ideal to retain all those users who are within your conversion funnel. That is, those people who They have accessed your branding ads, they already know your brand and know what it is about.
For its part, it should be noted that, thanks to these types of ads, you have the possibility of display native advertising to your target audience directly from the LinkedIn messaging web page, just like in the mobile app. Considering that, generally, they are sent to users while they are active in any area of the social network. That is why they are advertisements for LinkedIn that guarantee great effectiveness for the users who use them.
Thus, we highlight its greatest advantages:
- Since they are private messages that go directly to the audience's mailbox, they are characterized by have much more power to achieve your business goals.
- Allow mark a closeness with your audience, in a fast and simple way.
- As we mentioned before, They are ideal advertising advertisements to retain your customers. Since, from them, you can maintain a close relationship.
What is the cost of each type of LinkedIn ad?
While it is true, LinkedIn advertising has value for every advertiser. Considering that the costs of the advertisements on this platform are determined through an online auction system that allows you to place bids, in a competitive way, so that each ad wins the best position in order to increase its visibility. However, by way of customization, each advertiser will have the possibility to establish their budget for campaigns, controlling this in two different ways.
Such as:
- Through the establishment of bids. In this case, you will have to specify the maximum amount you want to pay per 1,000 impressions (CPM) regardless of the number of clicks you receive. Or the maximum amount you are willing to pay per click (CPC) daily.
- Starting from setting budgets, where you will have to determine the maximum total amount that you prefer to spend during the day.
Thus, whatever mode you prefer, the Platform's Advertising Campaigns Manager will present you with a suggested bid scale that It consists of an estimate of the current bids of other users that are directed to the same audience. Therefore, you will be competing with other advertisers for clicks or impressions and, as a consequence, the higher your bid, the more likely you are to receive high impressions and / or clicks.
That is why, there is no set price for each type of ad on LinkedIn, because the system is based on auctions. However, it is important that you know which are the main factors that determine the cost to pay for advertisements on this social network.
Here we present them:
- Target audiences: According to this particularity, may increase or decrease bids. Well, the cost necessary to win the auction will depend on what other advertisers offer that also target your target audience.
- Purposes: The objective of your campaign will also decree the bidding options available. Also, depending on the type of bid you choose, the mode of collection for the campaign will be set.
- Your bid: According to the maximum amount to pay for a click, an impression or the sending of messages Inmail, you will win or lose the auction. In case you winAfterwards, you will also have to pay an additional penny than the next highest bid.
- Ad relevance index: Apart from all this, the platform's auction system takes care of awarding the most relevant ads. Which will increase based on comments, recommendations, the times they are shared and the percentage of clicks. So, the more noticeable your ad, the lower the cost to pay for it.
For more details, we will also let you know the minimum cost for advertising handled by the Campaign Manager on LinkedIn, in general terms:
- Bid minimal: 2 € by CPC or CPM.
- Budget diary: 10 € by Bell.
Tips for choosing the best ad format for your campaign
Without a doubt, this tool LinkedIn to display advertisements, It is an optimal solution for the users of the social network. Especially because they have different segmentation possibilities at hand to be able to easily reach those who consider their target audience, Really. Even to more than 500 million users worldwide.
However, these advantages are only obtained if advertisers know how to run an excellent advertising campaign on the platform. For which, first of all, it is essential to understand how to select the best ad format for your campaign, among the four types available.
Therefore, we proceed to mention some recommendations to make the best possible choice, in this case:
Clearly define your brand goals
To be able to choose, correctly, a type of ad when publishing on the most famous professional social network, it is valuable that you define your brand goals precisely. Since, otherwise, the results obtained will be different than expected.
To achieve this, below, we provide you with some key characteristics of each type of ad, in order to know if it can be adapted to your requirements for your purposes:
- Sponsored content: This is a recommended ad type for any campaign objective. Therefore, if you like its specialties, you should not hesitate to use it.
- Dynamic Ads: If what you want is to carry out a campaign that accentuates the knowledge of your brand and achieves a good level of interaction with the public, we advise you to make use of this typology.
- Text Ads: They are ideal for all those campaigns that aim to gain more traffic, acquire a better conversion and encourage brand awareness.
- Sponsored Inmail messages: Given their characteristics, they are classified as perfect ads for traffic, conversion and lead generation campaigns.
Segment your ad by groups
When segmenting advertising on this platform, it is recommended to filter users depending on the LinkedIn groups to which they belong. Since, in that way, greater effectiveness is achieved in the social network. Now, so that you can hit the right groups, according to your target audience, it is important that you research and study these users before launching your campaign on LinkedIn. Thus, surely, you will have the best chances of acquire the desired results.
Take advantage of the benefits of video ads
It is no secret to anyone that video ads have a greater reach in advertising terms, thanks to its ability to easily capture the attention of viewers and mark an own seal by the brand or company. In addition, according to data from the LinkedIn, videos on company pages are 5 times more likely to generate optimal conversions, compared to text ads. Thus, to carry out an optimal campaign, do not hesitate to use this format.
Use an ad type for each campaign
To achieve your goals without great effort, it is also recommended avoid using different types of LinkedIn ads in a single campaign. Therefore, if you choose to advertise through the promoted content of the social network, it is ideal that all the ads corresponding to the same campaign, also have this format.
As a consequence, if you want to create a new dynamic ad, it is best to create an additional campaign on this platform. Well, otherwise, you could reduce the effectiveness of the other campaign and thus, you will not be able to attract your target audience correctly.