While platforms like Google AdWords are the undeniable powerhouses of PPC advertising, LinkedIn advertising is the ideal platform for B2B marketing.
Advertising on LinkedIn allows you to target the decision-makers in your market with ads that are directly relevant to their business pain points. You don’t have to navigate your way through corporate bureaucracy; instead, you put your solution in front of the people who call the shots.
To be effective on LinkedIn, you need to understand your audience and how to optimize your ads and targeting for maximum effect. With the right strategy in place, LinkedIn advertising can take your business to the next level.
What Makes LinkedIn Advertising Great
LinkedIn advertising is a great way to target your ads to people in businesses that need your product or service. It’s a higher funnel form of advertising than intent-based advertising platforms like AdWords, but the ability to target decision-makers makes it an incredibly effective channel for B2B marketing.
LinkedIn allows you to target your ads in a number of ways. You can target your ads by location, company name or category, job title, job function, seniority, school, skills as well as basic demographic information such as gender or age.
This puts a lot of power in your hands. You can advertise to the whole of LinkedIn or just to the owner of the mom-and-pop store down the street.
Once you’ve set up your ideal audience, you can then monitor your results to find out exactly who responds best to your message. This allows you to refine things even further and make sure your ads are showing in the most profitable ways possible
Deciding If LinkedIn is Right for You
Being able to target the right audience with your ads is great; but, to do it effectively, you have to know your audience. The more precise your understanding of your target customers, the more precise and profitable you can make your ads.
Consider the following questions:
- What job titles are associated with your target audience?
- Where does your target audience work?
- What skills or interests does your target audience have?
- Is your target audience typically found at a certain seniority level?
- Does your target audience typically hold a certain type of position in a company?
If you’ve got a great answer to one or more of these questions, LinkedIn advertising is probably a great fit for your company.