A LinkedIn strategy that works

Roos Merkus
Recently, together with a few colleagues, I attended the PPC event “Adworld Experience” in Bologna, Italy. During this two-day event, we attended a number of sessions about online advertising. In this blog post I will gladly tell you more about my learnings during the session LinkedIn Advertising by LinkedIn fanatic AJ Wilcox of B2Linked.

Effective LinkedIn targeting
Anyone who has ever used LinkedIn as an advertising channel knows that there are some disadvantages. For instance, the awfully high cost-per-click (CPC) or the limitation when it comes to offers per device or per day.


However, LinkedIn is the channel of choice in terms of advertising with the focus on B2B products and services. The targeting options that LinkedIn has to offer may be extremely valuable for your campaign. You can aim the target of your campaigns directly at individuals by using functions and titles. But that is not all. Campaigns can also target organisations by focusing specifically on companies or industries or by excluding them.

The right target with your LinkedIn campaign
Are you starting a LinkedIn campaign? Then make sure you combine the targeting and don’t get fixated on the job title targeting function. Make use of the following options, such as functions, skills and groups, in combination with seniority. This way, you will increase your search volume and pay the smallest amount per click.


The ideal type of advertisement for your campaign
LinkedIn offers you the opportunity to use different advertising options. Whereas about a year ago, you could only use the types “sponsored content” and “text ads” for your campaigns, LinkedIn is now also gradually starting to offer multiple ways to convey your message.

Text Ads
These very small ads can only be seen on the desktop, having an average CTR of 0.03%. So make sure this is the correct way to approach your target group. Since the adverts are so small, the icon you use often isn’t recognisable. However, the advantage is that you pay the lowest click price for this type.

Sponsored Content
This is one of the most familiar advertising options offered by LinkedIn. You will frequently find Sponsored Content in your own LinkedIn newsfeed. And for good reason! Your advert is often not immediately recognised as being an advert, because it looks like an ordinary LinkedIn post. The average CTR of 0.4% is therefore quite reasonable. Please take into account that approximately 70% of the users viewing this ad will be on a mobile device.

Sponsored InMail
This way of advertising may be experienced as very personal. After all, the user receives the ad in their LinkedIn inbox. So consider whether this is beneficial for you or may have an adverse effect. You will be paying between € 0.35 and € 0.85 per InMail submitted.

Lead Gen Form Ads
These short forms make it easy to quickly gather leads. The Form Ads can be used via Sponsored Content as well as via Sponsored InMail and usually ensure a higher conversion rate. A major disadvantage of this type of advert is that these forms cannot be tracked, and re-targeting is also impossible.

Video Ads
Oddly enough, this wasn’t discussed during the event, but then again, Video Ads were launched only recently. I have been testing them myself and the first results are quite promising. LinkedIn provides insight in the numbers in percentages when it comes to complete views, but also provides insight in how often a video was only watched 25% or 50%.


Getting the most out of your LinkedIn budget
Where in using AdWords you focus on a target group around a keyword, in LinkedIn you focus on persona. With this info in mind, you can utilise your knowledge to efficiently deploy paid channels and have them mutually reinforce each other. On average, the advertising budget you use for LinkedIn is many times higher , than, for instance, that of a Facebook or AdWords campaign. A retargeting campaign to follow up on a previous LinkedIn campaign is, thus, extremely expensive.

Retargeting mix with other channels
That is why a retargeting mix with Facebook and AdWords is highly recommended. Make use of UTM tags in your campaign and make sure that you bring back this valuable group, using other channels for which the CPC is many times lower. Doing this, bear in mind that, for instance, Facebook is viewed many times more per day than your LinkedIn timeline and, hence, people spend much more time there.

Practical tips suitable for testing directly
Do you frequently set up campaigns yourself? Than you are certainly aware that it is very important to perform tests. In fact, with 1 type of advert on LinkedIn, you can reach a person once every 2 days. So start working on testing your content! Your advert’s title will make the difference in terms of engagement and conversion ratio.

Problem-solving content and word choice of your LinkedIn advert
Always make sure that the content solves a problem and satisfies curiosity. Also pay attention to the particular use of terms. The terms “cheat sheet” or “checklist” appear to create better returns than the term “whitepaper”. The same applies when replacing the word “e-book” with “guide”. Understand that testing is worthwhile and decide what it could mean for your campaigns.

Start using LinkedIn Advertising
Are you curious about the opportunities for your organisation within LinkedIn? At RIFF, we can discuss your LinkedIn strategy in order to start making the difference. If desired, we will subsequently start working on setting up your campaigns.