With the explosion of budgeting placed on online ads, at the tip of everyone's tongue are either Facebook ads or Google Adwords targeting and placements.
According to Statista, in 2018, 100 billion dollars were spent on digital ads alone in the United States, more than what China, the U.K., Japan, and Germany spent combined within the same year.
The growth of digital spending in Southeast Asia is forecasted to triple in size, reaching new heights at an estimate of $240 billion over the next decade. Popular online marketplaces like Lazada, Shopee, and Tokopedia (Indonesia), homegrown players, helped tip the scales.
While we're familiar with Google, Facebook, and Instagram ads, here's a rundown of what Linkedin is, what and who they serve, and how it works.
What Are Linkedin Ads & How They Work
LinkedIn, as far as a social media platform is concerned, barely made it to the top 10 list of social media platforms according to TheMarketingScope. Some companies, groups, organizations, or individuals consider Linkedin a niche digital advertising platform.
That's because LinkedIn, as a social media social platform, is more of a B2B networking powerhouse. Most of the users on LinkedIn are business players, headhunters, freelancers, and organizations looking for talents to either recruit or work with.
The audience on LinkedIn, when you're thinking about placing an ad on the platform, are there with a business mindset or looking for professional growth. LinkedIn ads have more promising professional prospects compared to other social media platforms where an indication of a real professional career path and experience is not an imperative input.
Although Facebook and Instagram remains to be the world’s leading online advertising platforms at the point of writing, the LinkedIn platform is another place where marketers can find targeted audiences. Here's why.
Why Linkedin Ads are Important for Your Business in Malaysia
“Research shows that the Click-Through-Rate (CTR) for Linkedin ads is 500% more likely to convert compared to Facebook ads’ 567%. The leads collected via LinkedIn Ads also are also more qualified compared to those from Google AdWords.”
The people on LinkedIn are active on the site because they are looking for business-related content. With LinkedIn's sophisticated targeting capabilities, it helps you find your target audience with a fine-toothed comb. It gives you better leverage to convince those who are already in ‘business mode’. With more than 70% of a buyer’s journey spent on browsing and researching, B2B marketing is more effective when you produce useful content that appeals to the right prospective buyers.
LinkedIn advertising allows advertisers to target by Industry, Company Size, Job Function, and Job Experience, all factors worthy of consideration when trying to identify the right target professional audience and qualify their suitability as a prospect.
That’s why placing ads on LinkedIn for a Malaysian business can be more expensive compared to other platforms. But if you're serious about making the right connections, it is worth the price. Placing video ads on LinkedIn can cost up to eight times more than Facebook, so, how do we justify it?
For B2B products/services, account-based marketing (ABM) is necessary to influence multiple job positions within an industry or a targeted set of companies. The reason for that is the purchasing process and decision-making require more thorough consideration and more departments within the same companies are often involved.
After taking into consideration the fact that audiences on LinkedIn have twice the purchasing power of those on other social media platforms, the ROI for each ad-spend explains it all.
By targeting employees of major corporations on LinkedIn you can be sure that the impressions that you are paying for are more accurately resembling the criteria of your target audience.
LinkedIn is a professional networking platform, aiming to connect like-minded business people, potential customers, talented employees seeking employment, and recruiters.
The reality is that LinkedIn is comparatively more effective in driving qualified leads for B2B markets compared to other social media platforms. Although the cost per impression on Facebook and Instagram is cheaper, most people don’t update their professions on those social networking sites and it becomes a challenge for B2B marketers.
How to Create Linkedin Ads
If you are familiar with ad placements on Facebook or Instagram, placing targeted ad campaigns on LinkedIn is a seamless breeze. With a lead-gen form, it allows campaigners to auto-fill their information, making it easy to complete and submit these forms.
Here are the steps:
- Log into your LinkedIn Business Profile
- Head over to Linkedin's new Campaign Manager
- Click 'Create Campaign'
- You can link the Ad Campaign to a personal or company account. This step is optional.
- Hit the 'Create Account' option
- You'll be asked to choose the kind of end-result you want which includes (at the point of writing this article) Awareness, Consideration, Conversion
- You can now decide on the audience, location (with exclusion option), language preference, ad format, link to your company's website or social profile, location of the ad, daily budget, the start and end date, and the ability to measure conversion and effectiveness of the ad
To get a better idea of how you can best reach your target market and optimize the LinkedIn ad campaign, LinkedIn has a guide for that. Placing the right ads with researched keywords at the right time is worth it because it comes with more than a 10% open-rate compared to conventional email marketing.
Speak to RA Marketing About Your LinkedIn Ad Campaigns in Malaysia
If you’re keen to explore better ways to maximize reach on a B2B platform, we encourage you to experiment with different content and approaches. For this, you can leverage RA Marketing’s proven B2B marketing experience.
We will work hand-in-hand with you, using your data and the understanding of your customers to optimize your advertising dollars which involves producing and targeting your LinkedIn ads. What we will do is to analyse your industry, competitors, trends, and feedback to formulate more cost-effective approaches.
By working with us to produce the right content and target the right audience, you might find the right target market more effectively.
If you have questions, we would be more than happy to help you propel your business to the next level with our knowledge, experience, and expertise in LinkedIn ad campaigns.
Get in touch with us to find out more.