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5 things that you should know about Linkedin Ads for Events

 
 

Linkedin recently launch their Sponsored update as part of the advertising options that Content Marketers could use. This is in addition to their current advertising options. So what are the 5 things that Event or Enterprise Marketers should know about Linkedin Ads?

 

1. Content vs Product vs Brand vs Direct Marketing

Linkedin has 4 different advertising options available. I would classify each of them satisfying different needs of Marketers: 

  • Linkedin Self-Service Ads – Works similarly to Google Adwords, though it is more based on profile-based than keyword-based marketing. This is probably more suited towards Product Marketing.
  • Linkedin Sponsored Update – This is more suitable for Content Marketers as the pre-requisite is for you to have a piece of content that interest readers of Linkedin. Similar to Self-Service Ads, you can target who to target for your piece of Content.  For example, you can run an ad targeting the IT/ Purchasing decision-makers of large enterprise in Singapore based on the targeting options available.
  • Linkedin Premium Display Advertising – These are banner ads that typically appear on the right-hand side of Linkedin pages. There is a minimum spend typically needed (thus the word Premium) and more suited for Branding campaigns, as this allows visual representation of the ad.
  • Linkedin Sponsored Inmail – This works similarly to sending an email to selected profile of contacts and would typically require a minimum spend as well. Since this is delivered to the Linkedin members inbox of the selected profile, it works similarly to Direct Marketing, just that you do not own the database till they respond to you directly.
     

2. Target Marketing

Both Linkedin Self-Serve and Sponsored Updates allows you to market to a more targeted profile based on the following criteria/ filter:

  • Location
  • Industry
  • Company
  • Company Size
  • Job Title
  • Job Function
  • Seniority
  •  School  
  • Skills
  •  Linkedin Group

 

If you are running a highly targeted campaign, say C-level executives of specific company size for your events, Linkedin would be a very good platform to do profile-targeting, as compared to Facebook, which is probably more suited towards interest-based targeting.

Linkedin Ads  

3. Cost of Linkedin Campaigns 

Linkedin campaigns by no means, do not come cheap. Typically, there is a minimum charge of US$2 for Cost-Per-Click (CPC) campaigns. As more filters are applied, the cost per click increases as the campaign is more targeted. For example, a generic campaign targeting the whole Singapore Linkedin community of 1.15m members would have an average bid price of US$3.15 vs a targeted campaign targeting IT professionals of large Enterprises would have an average bid price of US$4.38 but targeted at just 4,097 members. If you change the audience from Singapore to US, that would easily increase to beyond US$5 CPC, as there are more advertisers in US than in Singapore.

Linkedin Ad - Cost

4. Linkedin Ads vs Facebook Ads

I had breakfast with an ex-colleague this morning and he was asking about usage of Linkedin vs Facebook. To sum it up, I thought I do a comparison table of the 2 platforms from an online ad perspective, as shown below:

 

 

 

Facebook Ads

Linkedin Text Ad/ Sponsored Update

Location

Yes

Yes

Industry

No

Yes

Company

No

Yes

Company Size

No

Yes

Job Title

No

Yes

Job Function

No

Yes

Seniority

No

Yes

School

No

Yes

Skills

No

Yes

Group

No

Yes

Gender

Yes

Yes

Age-Group

Yes

Yes

Custom Audience

Yes

No

Mobile Platform

Yes

No

Interest-based targeting

Yes

No

 

If you are doing an Ad campaign for a concert or sporting event which is more interest-based, I would encourage you as an Event Marketer to use Facebook Ads (which is also lower-cost, typically less than US$0.50 CPC). But if you looking for a specific profile-based client or even down to a specific company (especially for high-value events), Linkedin would be a better platform for you.

 

One trick also to lower the cost of your Facebook Ads is to be more targeted. As the profile of your audience gets more specific in Facebook, your CPC actually drop, which for Linkedin, has the reverse effect.


5. ROI of Linkedin Ads

  

Typically, Event Marketers would use the Ad to drive the user to the Event homepage. But it would probably make sense to be more targeted. Assuming your event is a large-scale event with multiple tracks targeting different profile, it would make more sense to create different versions of the ad linking to a different landing page. For example, an ad copy developed to target Marketers would bring the Marketing Manager/ CMO to the Marketing track sypnosis while an ad copy developed for the same event but targeting the IT Manager/ CIOs would bring the audience to the IT track Sypnosis. Each page should have their own Call-to-action to register for the event.

So if you are intending to use Online Advertising platform to drive registrations for your event, the above would be useful for you to compare the usage of profile-based advertising using Linkedin vs interest-based advertising using Facebook.