Add LinkedIn Ads to Your B2B PPC Strategy
Pay per click advertising can be a great way to promote a business or company website online. PPC can be a cost-effective way to get noticed by your target audience. When people think about PPC ads, they typically tend to think about sponsored ads that are located on the top or on the side of a search engine results page in Google, Bing, or Yahoo! However, there are other places to incorporate PPC ads that might be even more effective. For example, LinkedIn recently accounted for 1% of all online display ads in the United States according to informationweek.com. While that might not be as impressive as the more than one-fourth of the total online display ad market that Facebook represents, it’s still worth taking into consideration.
LinkedIn is a great place to communicate and network with other professionals, especially in the B2B market. Unlike other social networking sites, LinkedIn was created with business professionals in mind. Its primary use is for business, not pleasure. For that reason, LinkedIn could be a great location for a specifically targeted PPC advertisement to connect with an audience of influential professionals across many industries.
In January of 2011 LinkedIn launched its new LinkedIn Ads platform. Previously, advertisers could target users by geography, job function, industry, company size, seniority, age, and gender. The updated platform now allows advertisers to target by exact job title, company name, or LinkedIn group in addition to the previously available options. Obviously, you are allowed to target a very specific niche. According to LinkedIn, customers who have launched campaigns with these new targeting options report click-through rates 3x to 4x higher than other campaigns.
If you are looking to connect with a professional audience, LinkedIn Ads is probably worth looking into. LinkedIn has over 90 million members, 32 million of which are U.S. based. The Ad program is relatively easy to start, and all you need to begin is a LinkedIn account. There are no long term contracts or commitments when using LinkedIn Ads.
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