Last week we laid a foundation by setting up and updating our LinkedIn company page in our LinkedIn marketing series, “Effectively Using Your LinkedIn Company Page“. This was a critical step in order to begin using sponsored updates and other advertising services within LinkedIn.
LinkedIn is a significant advertising tool for the B2B community with a highly-targeted communications channel that offers your business a great opportunity. We learned in our first article in this series, “Managing Your Profile and Updates” LinkedIn is the world’s largest business network with roughly 300 million members in more than 200 countries making LinkedIn a good advertising channel.
Image Source: LinkedIn.com
Aside from the large volume of business members, LinkedIn does provide a “smaller” audience for advertising compared to Google. This gives LinkedIn the opportunity to help you achieve a precise reach at a level you cannot get with Google. This type of targeting includes industry, geography, company, job title, their role in the company, and even LinkedIn groups.
LinkedIn advertising is designed as a self-service solution allowing you to create and place ads within the LinkedIn.com website based on your targeting options. LinkedIn members can click on your ads, engage in your ads, follow your company page and visit your website. You have full control to manage your advertising budget including whether you pay by clicks or impressions.
The benefit of running LinkedIn ads is that you do not have to be directly connected to an individual or have them in your network. This is where sponsored updates have an advantage in LinkedIn.
The results of your LinkedIn advertising can generate your desired results if managed properly. Let’s discuss how to build your LinkedIn advertising campaign in more detail.
LinkedIn Advertising Campaign Business Services for Sponsored Updates
The first step is to reach the advertising section of the LinkedIn website by hovering over the “Business Services” link in our LinkedIn profile’s top navigation. You can then click on “Advertise” from the drop down menu.
In the LinkedIn Ads home page you can easily click on the “Get Started” yellow button, which will be followed by LinkedIn asking you to log into your account’s management. You will now be in the LinkedIn Campaign Manager, which will take you through three steps of Create Ad Campaign, Targeting and Campaign Options.
We are going to focus on Sponsored Content in this discussion and provide you a way of taking advantage of your company updates from your LinkedIn company page.
The LinkedIn Campaign Manager: Create Your Campaign for Sponsored Updates
Once you select the “Sponsor Content” box and click the “Next” button in the lower right, LinkedIn campaign manager will open up to the below asking you for questions to complete:
- Name Your Campaign
- Select Your Language
- Select Your Company
- Click on the update you wish to sponsor (you will see a list of updates you have posted to your company page and you can select the one you for this campaign)
Once you complete these four questions, you will get a preview of the update you wish to sponsor. You can then click the blue “Next” button in the lower right corner.
The LinkedIn Campaign Manager: Targeting Your Campaign for Sponsored Updates
The targeting options provided by LinkedIn show you not only all of your options, but how wide of a audience you are targeting as you make your selections. Your selections include:
- Location: select from broad geographic options
- Companies: by name, category, as well as who you might want to exclude such as competitors.
- Job Title
- Group: you can select group or groups within LinkedIn
You can then click the blue “Next” button in the lower right corner.
Read more from this article at Web Marketing Today’s, “Using LinkedIn’s Sponsored Updates to Promote your Business“.