LinkedIn Ads is a unique opportunity for marketing professionals who want to target specific audiences and achieve their advertising objectives. In this article on paid search with the Linkedin social network, we’ll guide you through the various steps involved in creating, managing and optimizing your advertising campaigns on LinkedIn.
Why advertise on LinkedIn?
LinkedIn is the essential platform for B2B marketing, with over 774 million members worldwide. Unlike other social networks, LinkedIn focuses on professional relationships and offers an environment conducive to business development.
With such a large pool of connected professionals, LinkedIn offers an incredible opportunity to directly reach decision-makers and influencers in various sectors.
By opting for LinkedIn Ads, you can precisely target your advertising campaigns according to criteria such as position, industry, seniority and many others.
This not only increases the relevance of your ads, but also maximizes your return on investment.
What’s more, the advertising formats offered by LinkedIn, such as Sponsored Content and Sponsored Emails, are designed to integrate naturally into users’ news feeds, increasing the chances of interaction and engagement.
As LinkedIn users are often in professional mode, they are more inclined to respond positively to messages that help them solve professional problems or improve their skills and knowledge.
Finally, the platform offers robust tools for measuring and optimizing the performance of your campaigns.
You can adjust your ads in real time based on performance data, ensuring that your advertising budget is spent in the most efficient way possible.
The uniqueness of the LinkedIn audience
The LinkedIn audience consists mainly of professionals, making it an ideal platform for promoting products and services for businesses. What’s more, LinkedIn members are generally more engaged and have greater purchasing power than users of other social networks.
Prices and rates for starting a LinkedIn ads campaign
Starter |
Business |
Premium |
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|---|---|---|---|
Strategy & objectives |
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Insight tag creation and integration |
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Advertising account creation & company page optimization |
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Configuring campaign and audience targeting |
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Language: French |
English optional |
English optional |
Choice of English or French |
Number of campaigns |
1 |
1 |
From 2 |
Number of ads |
1 |
3 |
From 6 euros |
Creation of dedicated visuals |
1 |
9 |
|
Optional visuals |
Carousel (several visuals) or video 15 sec |
15 sec video |
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Agency fees campaign creation |
190€ EXCL. VAT |
490€ EXCL. VAT |
From €790 EXCL. VAT |
Agency fees for campaign monitoring & optimization |
90 € excl. VAT /month |
190 € excl. VAT /month |
290 € excl. VAT /month |
Linkedin advertising costs |
Monthly advertising costs not included from €30/day |
Monthly advertising costs not included from €30/day |
Monthly advertising costs not included from €30/day |
Free digital strategy consultation
How does LinkedIn Ads work?
LinkedIn Ads works via the Campaign Manager, where you can create and manage your advertising campaigns.
You start by defining your campaign objectives, then select your target audience using detailed criteria.
You can choose from several advertising formats, such as Sponsored Content, Sponsored Inmails and Dynamic Ads.
Once your campaign is launched, you can track performance and adjust your settings to optimize results.
How do I advertise on LinkedIn?
To create an ad on LinkedIn, start by creating a Campaign Manager account and linking it to your LinkedIn page.
Next, define your campaign objectives, such as brand awareness, website visits or lead generation.
Select your target audience using criteria such as age, interests, industry and professional experience.
Choose the appropriate advertising format, such as Sponsored Content, Sponsored Inmails or Dynamic Ads.
Finally, define your budget and launch your campaign.
How does LinkedIn determine which ads are shown?
LinkedIn uses a bidding system to determine which ads are shown to users.
Advertisers propose an amount they are willing to pay for each click or impression, and LinkedIn uses an algorithm to select ads based on their relevance and bid.
Targeting criteria, such as target audience, interests and industry, also play a crucial role in determining which ads are displayed.
What is the budget for Linkedin Ads?
To define the budget for LinkedIn advertising, several factors need to be taken into account.
In general, the minimum budget per day for a LinkedIn Ads campaign is 10 euros, which can quickly increase depending on the reach and duration of your campaign. According to our digital marketing specialists, you need a minimum LinkedIn Ads budget of €500 to €1,000 per month, or between €16 and €32 per day. However, this may vary according to your objectives.
It’s also advisable to follow the 70/30 rule: allocate 70% of your budget to campaigns that generate leads or conversions out of the funnel, and 30% to other initiatives. Find out more.
In terms of specific costs, companies typically spend €6 per 1,000 impressions and €5 per click. Cost per sale (CPS) can also be an important factor to consider in your budget, although these costs can vary.
However, it’s important to note that these figures are only averages, and that the actual budget may vary depending on several factors such as industry, target demographic, competition, and more. It is therefore advisable to start with a test budget and adjust accordingly according to the results obtained.
Understanding the different advertising formats on LinkedIn
LinkedIn offers several advertising formats adapted to different campaign objectives:
Sponsored Content: reach your audience directly in their news feed
Sponsored Content is an advertising format that appears directly in the news feed of targeted members. It can take the form of posts with text, images or video, and helps increase brand awareness and generate leads.
Sponsored Messaging: engage your prospects in conversation
Sponsored Messaging enables personalized messages to be sent directly to the LinkedIn inboxes of targeted members. This format is ideal for sharing quality content, promoting events or generating leads.
Text Ads: a simple, effective solution for boosting visibility
Text Ads are text ads that appear in various locations on the LinkedIn platform. They increase your brand’s visibility and encourage members to click on your links.
Dynamic Ads: personalization for your brand
Dynamic Ads are personalized ads based on the profile of the targeted member. They can include the member’s name, photo or position, and offer a high level of engagement.
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Create a Campaign Manager account: your advertising dashboard on LinkedIn
The Campaign Manager is the central tool for managing your advertising campaigns on LinkedIn.
Steps to create a Campaign Manager account
- Register or log in to your LinkedIn account.
- Go to the “LinkedIn Marketing Solutions” page and click on “Create an advertiser account”.
- Fill in the required information and validate.
Navigating the Campaign Manager interface
The Campaign Manager gives you an overview of your campaigns, with information on their performance, budget and schedule. You can also create new campaigns, modify existing ones and analyze their key metrics.
Designing an effective advertising campaign on LinkedIn
1. Clearly define your campaign objectives
Before you get started, it’s essential to determine your objectives: brand awareness, lead generation, traffic to your website, and so on.
2. Target your audience precisely
LinkedIn offers advanced targeting options based on criteria such as industry, function, experience level and company size. Use these options to reach the members most relevant to your campaign.
3. Choose the right advertising format
Select the advertising format for your Linkedin ad that best suits your objectives:
- Sponsored Content to reach a wide audience,
- Sponsored Messaging to engage directly with your prospects,
- Text Ads for a simple, cost-effective solution or
- Dynamic Ads to personalize your message.
4. Determine your budget and schedule
Set a realistic budget for your campaign and choose a timetable tailored to your objectives. LinkedIn offers cost-per-click (CPC) or cost-per-impression (CPM) options, as well as a bidding system to determine the price of each advertising action.
5. Create eye-catching ads
Write catchy copy, use quality visuals and optimize your calls to action (CTAs) to encourage members to engage with your content.
Measure and optimize your performance with Campaign Manager
Understanding your campaign’s key metrics
Campaign Manager provides detailed data on the performance of your campaigns, such as number of impressions, clicks, conversions and cost per result. Analyze these metrics to assess the effectiveness of your ads.
Optimize your ads according to your performance
Use the data provided by Campaign Manager to fine-tune your campaigns: modify your targeting, test different formats or improve the content of your ads to achieve better results.
What is a good click-through rate on linkedIn?
There’s no single answer to this question, as the “right” click-through rate (CTR) depends on many factors, such as industry, target audience and ad type.
However, an average click-through rate on LinkedIn is generally between 0.35% and 1.5%.
If your campaigns meet or exceed this threshold, this can be considered a good click-through rate.
To improve your CTR, be sure to optimize your ads by testing different creative elements, refining your targeting and adjusting your strategies based on performance data.
Looking to maximize the impact of your LinkedIn advertising campaigns?
Call on our LinkedIn Ads agency to benefit from our expertise and tailor-made strategies.
Together, we’ll define clear objectives, target your ideal audience and create compelling content to ensure the effectiveness of your ads.
Contact us today to start turning your prospects into loyal customers.
Mistakes to avoid when creating an advertising campaign on LinkedIn
Not clearly defining your objectives
Unclear objectives make it difficult to evaluate and optimize your campaigns. Make sure you set specific, measurable goals right from the start.
Neglecting audience targeting
Poor targeting can lead to wasted budgets and mediocre results. Take the time to identify and target the audience most relevant to your offer.
Underestimating the importance of your advertising content
An ad with unattractive or poorly designed content will have a hard time capturing members’ attention. Invest in the creation of compelling content tailored to your audience.
LinkedIn Ads is a powerful tool for your digital marketing strategy. By following these tips, you’ll be able to create effective advertising campaigns that will help you achieve your goals and grow your business.
LinkedIn Ads: a powerful prospecting tool for acquiring leads and prospects
Prospecting on LinkedIn is a crucial step for any brand or professional looking to increase brand awareness and convert prospects into customers. With over 740 million members, LinkedIn has established itself as an essential B2B tool for social selling. It’s an essential component of your marketing campaign for B2B companies.
The main objective of prospecting on LinkedIn is to target a specific audience and generate qualified leads. To this end, LinkedIn offers a range of advertising tools to help achieve these objectives. These include Sales Navigator, Linked Helper, Dux-Soup and PhantomBuster. Find out more here.
These tools enable you to visualize the professional image of the members of your network, and target Internet users according to precise criteria (sector of activity, position, location, etc.). What’s more, they offer the possibility of creating optimized conversion forms to collect contact information from prospects.
The LinkedIn platform also offers the possibility of broadcasting advertising videos. These videos can help you raise brand awareness and reach your conversion targets.
It’s important to note that prospecting on LinkedIn generally involves a bidding system. This means you’ll need to set a budget for your advertising campaigns and bid for access to your target audience.
In short, prospecting on LinkedIn is a multi-step process that requires a good understanding of the platform and its tools. By using these tools effectively, you can reach your target audience, increase brand awareness and generate qualified leads.
Advantages of LinkedIn Ads over online advertising on other social networks
Paid search on LinkedIn Ads offers specific advantages over advertising on other social networks. First of all, LinkedIn is a professional social network, which means that users are generally more engaged and focused on their careers than on other platforms. This enables companies to target their audience precisely according to professional criteria, such as industry, position, skills, etc.
What’s more, LinkedIn Ads offers advanced targeting functions and a wide choice of ads, enabling flexible budget management. In addition, LinkedIn offers a lead generation tool that facilitates the process of converting prospects into customers.
In terms of complementarity, SEA paid search on LinkedIn can be used in conjunction with SEO to increase your brand’s visibility. What’s more, combining SEA (Search Engine Advertising) like Google Ads and SMA (Social Media Advertising) with Meta ads (Facebook and Instagram) can help optimize your overall digital marketing strategy.
It’s important to note that each social network has its own characteristics and advantages. It is therefore advisable to use a combination of different platforms to achieve your marketing objectives.
Contact our Linkedin Ads experts to set up your digital strategy and get a free quote