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LinkedIn PPC – Can It Work? Yes!

Published: September 28, 2012

Author: Terry Whalen

Today’s post is by Terry Whalen, Managing Director at Sum Digital, a San Francisco digital marketing agency. Terry has managed millions in PPC spend for consumer and B2B advertisers since 2006.
We all know LinkedIn has a PPC platform – but do we always consider LinkedIn when we’re evaluating how to grow PPC programs? At least for me, sometimes the answer is “not so much.”  But, for B2B advertisers targeting a specific audience, LinkedIn Ads can work (take a half-hour and watch the how-to webinar), and they can scale. I’ve seen LinkedIn add up to 20% of a PPC program’s conversions while adhering to target efficiency metrics.
ads on linkedin
The key is the simplicity of the platform. The advertiser interface is intuitive, and it’s even easy to access multiple advertisers through one LinkedIn account, like with an AdWords MCC account.
ads interface linkedin
Advertisers can navigate to www.linkedin.com/advertising and then click ‘begin’ to create an ad campaign. For example, let’s say you want to target 2 groups of folks – financial analysts and project managers working in the financial industry – and you want to tailor your messaging and maybe your landing page to each group. Whereas in AdWords you might do this with ad groups, with LinkedIn you’ll want to use separate campaigns, each with its own targeting and ads. You can target by geo, age, gender, skills, job title, seniority, company size, and industry, and you can see audience size as you add new targets.
linkedin ad audience

Estimated audience

Just as in AdWords, you can test multiple ads, and you can even opt to have ads rotate evenly or rotate based on CTR. You can also choose to point users to one of your company pages on LinkedIn, though I don’t think many advertisers want to do this. You will also want to upload a 50×50 pixel image to accompany your ad – this is very small, so you’ll probably want to include nothing much more than a logo.

ad creation linkedin
Ad creation page

Once you’ve created your first campaign, you can duplicate it and then just change targeting and ads, and you’re done.LinkedIn advertising doesn’t offer conversion tracking, so remember to tag your destination URLs appropriately.
Tip for advertisers – in order to add a user to your (LinkedIn Ads) account, you need to create a LinkedIn business account. In fact, the ability to share access is the only reason to create a business account as far as I can tell. Once you do this, you will see a ‘users’ tab appear in the interface, where you can add users.
linkedin ppc users
LinkedIn ads – super-easy to use, and they can work for advertisers with targeted business audiences. Does anyone have any interesting tips or anecdotes about LinkedIn PPC? If so, do tell!
Terry Whalen is Managing Director at Sum Digital, a San Francisco digital marketing agency. Terry has managed millions in PPC spend for consumer and B2B advertisers since 2006.

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