LinkedIn Advertising allows access to millions of users who drive business decisions. According to LinkedIn, as of September 30, 2012, it operates as the world’s largest professional network on the Internet with more than 187 million members in over 200 countries and territories. LinkedIn also claims four out of five members drive business decisions. Prism can help you drive traffic and generate leads using LinkedIn Ads in the most effective manner. Companies and brands advertising themselves using the self-serve advertising platform on LinkedIn have reported having issues with low leads and low click-through rates (CTRs) that result in their ads not being served. There are several tips and tricks to know in order to get the best results on LinkedIn. Here are some for you.
Bids and Budgets
The bottom line to the bidding system is having a high bid that helps you gain impressions and thus clicks in an auction-based system like LinkedIn’s. Although the minimum cost-per-click (CPC) is $2 per click, LinkedIn also provides a “Suggested Range”. For the purpose of serving the ad, the system will look at bidding above, within, and below the “Suggested Range”. Bids coming in below the “Suggested Range” will not put advertisers in the position to win, so don’t bother thinking you can score a cheap CPC on LinkedIn. Instead, bid at the high range of the “Suggested Range” or above to hold your own competition with other advertisers for impressions and impact.
The budgets are set daily per each campaign, representing the maximum amount you want to spend each day. LinkedIn will display ads at different rates during the day depending on when LinkedIn users are active on the website, rather than evenly throughout the day. The company gives the example of 50 percent of budget spends might occur in the morning when users are more active, and then only 30 percent in the afternoon, and 20 percent overnight. Once the daily budget is reached, the ads stop showing for that day. Consider that for your daily budget so it has to be enough to support clicks you are looking to get. For example, a $10 per day budget can only support five clicks per day at the minimum CPC at $2. However, with the same budget, at $4 per click, your campaign can only support two clicks. Continuously review and adjust your budget to get the most out of it. It’s important to note for budgeting and other purposes that Wednesday is the highest traffic day of the week, so it will make sense to have optimizations and budgets adjusted to leverage this higher traffic day.
Even though granular targeting is available, it’s not always best to use it. Adding more criteria to each campaign reduces the available audience. It may seem counterintuitive, but it’s true.Create ad campaigns with a target audience size of 150,000 to 400,000 members. This gives your ad campaign the best chance of success because your ads will have a greater opportunity to receive impressions while maintaining clicks.If this all sounds too complicated, Just Contact us and we will help you create magic for your brand through active lead generation through LinkedIn.
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