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LINKEDIN ADS AND HOW TO UTILIZE THEM

Heidi McIvor-Allen - Owner of McIvor Marketing LLC

BY HEIDI MCIVOR ALLEN

LinkedIn is a great platform for businesses to expand their audience or look for a specific type of audience. But why pay the money for LinkedIn ads if you don’t know how to best utilize all that they have to offer? At McIvor Marketing, we can help make sure that your business is getting the most out of LinkedIn ads and that you’re reaching your target audience.
“When you change one thing, you have the ability to change EVERYTHING.”

WHY ARE LINKEDIN ADS HELPDUL FOR A BUSINESS?

Let’s start with the who. Who do you want to reach? Maybe your business is looking for a very specific group of people, whether it be those with certain skills, in a specific location, certain job titles or something else. There are so many options with LinkedIn that it’s easy to find leads who may be interested in your product or company. Leads are generated through LinkedIn ads by boosting website traffic and using lead generation forms. The forms let people sign up for more information about your business. It’s another way to drive people towards your business.

LinkedIn ads also allows businesses to boost brand awareness through their massive database, track ad results, and produce ads based on different formats.

HOW TO GET THE MOST OUT OF YOUR LINKEDIN ADS

If you’re paying the money for LinkedIn Ads, then you want to make sure that you’re getting the most out of this platform. There are many factors that help make sure that your business is set up for success with these ads, most of which come with just knowing your business from the inside out.

CREATE AND USE A TARGETED AUDIENCE

Let’s start with the inside. This means knowing what your business is about and finding a target audience. Look at your product and see who is it designed for, who already has this product, what makes them want to use it, why would they use your product verses others and any other vital information that keeps current customers coming back and attracting new customers. Figuring out your target audience and making sure to regularly monitor or change your audience for LinkedIn ads helps with the success of the ads you are purchasing for your business. On top of just knowing your target audience, businesses can use LinkedIn’s targeting options to reach that audience. Once you know the who, LinkedIn provides the how. There are so many options to reach your desired audience.

CREATE AND TEST ADS AND THEIR FORMATS

After you know who you want to reach and that LinkedIn can help you find them, you’ll need to create the ads themselves. Making sure that your ads stand out in a positive way is crucial in the world of LinkedIn. Other businesses, salesmen and recruiters use this platform, so advertisement is very saturated. Make sure your ads are clean, easy to reach, eye-catching, and have the ability to be read on multiple devices. Test out which visuals, headlines, and formats bring you better results. The more you test, the better ads you can create for your audience. A huge format for ads is mobile, so creating ads that look great on cellphones is important.

USE TOOLS WITHIN LINKEDIN

We’ve already talked about the targeting options through LinkedIn, but there are other tools that can help your ads. LinkedIn has conversion tracking that you can set up on your website. It allows you to check on different things between your ads and your audience such as clicks to links, clicks to contact, and form submissions. Having the ability to track conversions and view data allows you to make decisions to improve or completely change your campaigns.

Linked In also has insights and analytics to help further your ad’s interactions with its user base. It allows you to see how each ad is performing, conversions, audience demographics, and the cost per action. From this data, you are able to make decisions in your advertising budget, the types of ads, and your target audience to increase the effectiveness of LinkedIn Ads.

HOW MCIVOR MARKETING CAN HELP YOU WITH LINKEDIN ADS

McIvor Marketing helps our clients make sure that they are using all that LinkedIn Ads has to offer. We regularly give recommendations on how to create and improve the effectiveness of your ads to help further the success of your business. We can help you design ad images and draft ad copy, publish your ads, and track the stats to see how they are performing and make changes accordingly.
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