LinkedIn Advertising Professionals

What are the best ways to market on LinkedIn?

With over 450 million users and 120 million of those being in the US, LinkedIn has proven to be a viable and quantifiable marketing resource for companies in the B2B space. Professionals primarily use LinkedIn to do some background research on people/companies and to use as a job search platform, but with the recent changes to the LinkedIn advertising options in early 2016, things are now at a whole other level. With self managed LinkedIn ads (display & text) and sponsored Inmail options released in November 2016, the past 12 months have allowed businesses the options to invest a significant amount of resources behind the complete utilization of LinkedIn B2B advertising.

You have to combine company activity, personal profile activity and LinkedIn business advertising. We have spent over 12 months of researching, testing and spending 5 Fold Agency’s significant advertising budget to figure out exactly what works and what doesn’t. Before we can offer a strategy and tactics to our clients, we always dive in deep first to make sure it can provide an ROI…and the results are astonishing.

LinkedIn Advertising

How Can We Help?

Don’t be overwhelmed by the LinkedIn Advertising options, there’s only two that provide the best ROI below

Sponsored Post

We create custom graphics to fit your company and relevant Ad copy to entice your target market to click the Ad in their feed. We typically create 4-8 ads per month to keep the message relevant and get attention from the people you want.

Sponsored InMail

We create custom graphics to fit your company and relevant Ad copy to entice your target market to click the Ad in their feed. We typically create 4-8 ads per month to keep the message relevant and get attention from the people you want.

LinkedIn Advertising FAQ's

linkedin advertising agency

How Does it Work?

Sponsored Post: Once you have a custom graphic and 130 characters of text (including a link), you post that to your company page. Then you launch a new campaign focusing on your specific target demographic (geographic location, title, job function, industry, etc.). Depending on your bid position (same process as Google AdWords), your Ad shows up in their native newsfeed. The 1st Ad position on LinkedIn is typically the 2nd-4th post in their feed, then it’s every 8-10 positions throughout.

Sponsored InMail: You create the email copy and load into a campaign focusing on your target demographic and a CTA (link to your landing page). Once approved, your InMail will be sent to your target demographic on a daily basis as it processes through your total audience. The messages appear as if you just wrote them, and LinkedIn guarantees delivery. Since it comes from you (or whoever you choose), the target can view your profile to learn more before clicking through if needed.

linkedin b2b marketing

How Much Does It Cost?

Sponsored Post: The CPC (cost-per-click) varies based on your specific demographic, however expect to pay $5-$15 per click. The range depends on what position you want to show up in their feed at and how many other people are advertising to that demographic. On a monthly basis, expect to allocate $500-$2K to see an ROI.

Sponsored InMail: The CPS (cost-per-send) varies, however expect to pay $0.60 – $1.15 on each InMail sent. You’re not charged for the opens or click. On a monthly basis, expect to allocate $500 – $1,500 to see an ROI.

b2b digital marketing

What's the ROI?

Since January of 2016, LinkedIn advertising has been proven to be the most effective and efficient B2B advertising tactic, if your products or services are above a certain threshold. What does that mean? Well, what’s the total value of a customer to you from a revenue standpoint? If a customer is only worth $1K-$5K then this won’t provide the ROI you’re seeking, however if you sell more expensive products/services then your ROI can be less than 90 days. You can spend $2K per month and only gain 1-3 clients from that, so you have to be cautious of the cost of advertising on LinkedIn.

Our Recent Advertising Campaigns

LinkedIn Advertising Tips

Narrow Your Target

Your target demographic (audience) needs to be as specific as possible, use all of the filtering fields as much as possible to be the most effective; Title, Job Function, Industry, Groups, Seniority. By using the title you can narrow down to the exact decision makers, if your results are too small then use the Job Function filter instead because sometimes you don’t know all of the exact titles that your demographic uses.

Content Relevancy Matters

Generic content or graphics won’t produce anything but headaches. Get as specific as possible with both and run micro-campaigns if necessary to a very niche audience. Your Ad graphic and copy must catch their attention, but it also must be relevant to the audience. If you don’t know what your audience wants to see, then do some research before running campaigns. Keep in mind; what you think is relevant isn’t always what your audience thinks.

Landing Page is Key

A common mistake we see often is running campaigns that land the audience on a home page. Do NOT send any advertising campaigns to a home page, it must be a relevant internal page that matches the Ad graphic and copy. Advertising about one thing, and having a landing page about another is a good way to increase your bounce rate and chokehold your ROI.

The "see more" will kill you

Once you exceed 130 characters of text in your Ad copy the “see more” grey text appears on the mobile view. Then, at present time, when you click “see more” on your mobile it will take you to the Ad. This causes accidental clicks and people will bounce right away. Keep your copy simple and below 130 characters.

Monitor your bounce rate

You sent traffic to your site, but how closely are you monitoring the bounce rate? The bounce rate percentage is the fastest way to gauge effectiveness on any advertising campaign. When starting new campaigns you have to monitor this on a daily basis so you’re not wasting money. If your bounce rate is greater than 60%; you need to revisit your target demographic criteria, Ad graphic, Ad copy and landing page. Once you have a good bounce rate, push monitoring to every other day or weekly.

Start with 4

Make sure that all sponsored posts have 4 Ads in them. If your audience doesn’t click your Ad the first time, they will be shown it again. If you only have 1 or 2 Ads then they will keep seeing the same thing which could cause annoyance, or if they’re savvy they will click so it isn’t shown again. If they didn’t click the first or second time, then the Ad isn’t catching their attention so have 4 Ads in rotation to test out different graphics and copy.

Want More Than Just LinkedIn Advertising?

Check out all our LinkedIn Marketing solutions