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LinkedIn advertising: Effective like never before

For many years, LinkedIn was not the first choice for advertisers when choosing a social media platform. The medium was accused of being old-fashioned and constantly two years behind, for example, Facebook on the complexity of the ad engine. On top of that, it was an expensive pleasure to advertise on LinkedIn. Phrases such as “quality costs” and “it’s a good B2B medium” always exist with some degree of accuracy, but the fact was that the vast majority had difficulty proving actual results at a reasonable price compared to other channels.
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A return with progress
Fortunately, since Microsoft bought LinkedIn back in December 2016, significant improvements have been made to the advertising module and the medium has gradually closed the gap with other social media. In fact, we dare say that LinkedIn, as an advertising medium, has never been better.  

LinkedIn, with its business targeting options such as company name, industry and job title, provides access to a range of data that is (almost) unavailable on other media. This makes it easy and effective to push messages out to a self-determined audience. It’s unique and gives you visibility with audiences that are very likely to be very similar to your intended audience, without too much wastage.   

For this reason, LinkedIn is now considered by most to be the obvious advertising medium for B2B companies. Recently, we’ve seen the platform’s evolution translate into better results for the clients we help with LinkedIn advertising. This is particularly true for campaigns that focus on driving traffic to the website or generating leads via dedicated landing pages.  


More opportunities to target
A possible set-up for a B2B company – with LinkedIn as part of its marketing mix – could build on one or more of the above targeting options (company name, industry and job title) to ensure relevant traffic and visibility at the top of the funnel. The part of the target audience that then takes an action enters our remarketing target groups, where it is complemented with other media in order to generate a conversion of one kind or another.  

An example could be that you are an “architect”, have studied “architecture” or work in the “field of architecture”. There are 26,000 people in this field in Denmark.  It could also be that you want to reach people with decision-making power in the advertising industry (c-level, chairman, founder, co-founder, director, owner, partner). There are 8,900 people in Denmark.

There are many crossover opportunities based on the information available on LinkedIn. You can spice it up with re-targeting of your website visitors, people who have watched a percentage of your videos, etc. In addition, you can find more people who are similar to your target audience via the lookalike option, which is also known from Facebook.  

Another, and slightly more time-consuming, option is to upload a spreadsheet to LinkedIn with, for example, company titles and then hit x number of people who have indicated they are employed by those companies. This is popularly called “account based marketing”, which can be incredibly effective if you target companies you already know the name of.

Get value from media features

Because LinkedIn is an “expensive” medium in terms of click and view rates, it is very important to make the value of the medium visible. This should be done through the proper use of their Insight Tag. This way, you can also play the algorithm well by telling it what you really want people to do on your website. Be aware, however, that there can be challenges in showing the value of LinkedIn in Google Analytics, for example. In several cases, there is up to a 90% discrepancy between the number of clicks directly in LinkedIn and the tracking on the UTM code in Google Analytics.  

One feature that does not directly relate to the advertiser is “website demographics”, where you can see LinkedIn data on the people who visit your website. It has nothing to do with your advertising. For example, you can see which companies are looking at your website. A very useful feature that you would normally see at the IP level through other tools.


Do you want to know more about LinkedIn Advertsing in Denmark? Ask Clienti, our imagepartners member agency!
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