LinkedIn Advertising with DirectAds
Since in the previous article I explained some of the most interesting and differential features of Facebook AdsNow I'm going to write about DirectAds, LinkedIn's advertising platform.
I think it is not necessary to mention what opportunities DirectAds offers since LinkedIn is the professional social network par excellence and a very large source of important opportunities for all types of businesses, however, I also do not believe that LinkedIn can be used to carry out any type of offers.
Due to the professional nature of LinkedIn, DirectAds is a GREAT advertising platform when it comes to conducting B2B campaigns, offering different types of professional services, machinery and work tools, etc.
It should be noted that CPCs are not "cheap" compared to other platforms (minimum US$2), but if what you want is to create long-term professional relationships or make sales for large sums of money, I think it is not expensive at all.
Now we go with what interests us: Orientation Options
Geotargeting: Bread with the same as always, we can direct our campaigns to professionals from the countries of our interest.
Age and Sex: Nothing new under the sun since Facebook implemented these targeting options, but it should be noted that age targeting is done by choosing predetermined age ranges rather than freely choosing from some kind of pull-down.
Industry: This is where things start to get interesting, we can target our campaigns to our specific target industries. In this way we can target our ads, for example, only to professionals in the tourism industry.
Job function: An excellent complement to the previous option, since we can not only guide according to industry, but also according to the function that this professional performs within their industry.
For example, if we combine with the previous option, we could target campaigns to: Administrative in the Health industry.
Hierarchy: With this option we go even a deeper step, since we can choose to orient the campaigns according to the hierarchies of the users.
Thus, we can target a campaign only to independent professionals, managers, business owners or directors, etc.
Companies: Another step and now even deeper, LinkedIn campaigns can be aimed at professionals related to the companies of our interest.
If we are "evil" we could even run a campaign aimed at the best professionals in our competition by "An offer they cannot refuse" 😉
With all these options at our disposal we can create VERY precise campaigns according to what we need.
How much more precise can we get that: «Men over 30 years old, managers in the automobile industry related to »😛
Ad Design
As is customary on most platforms that use text ads, LinkedIn Directads ad titles are limited to 25 characters and the ad body to a total of 75 characters.
We also have the possibility of inserting a small image of 50 × 50 pixels next to the image, although it is not much space, it is enough to display a logo or an image related to the product / service that we promote.
Something curious is that the visible URL must match up to the subdomain level (with Adwords it is only necessary to match the domain), so if our landing page is implemented in a "weird" subdomain, the visible URL would not be very aesthetic or attractive .
Personally, I will take advantage of the next few months to delve into different platforms such as Facebook Ads and LinkedIn DirectAds as much as possible since the opportunities do not end with Google Adwords (do not get me wrong, it is my favorite platform!).
And what experience do you have with advertising on LinkedIn?
