Like many other search engines and social networks, LinkedIn readily lends itself to AdWords-style pay-per-click advertising campaigns. Businesses can create simple ads to be shown to LinkedIn users who fall within their specific targeted demographic. These campaigns are relatively easy to manage and truly compatible with any budget because the advertiser is only paying for the ads which are clicked upon by an interested user.

To get started, sign into your LinkedIn account and go to www.linkedin.com/advertising. From there, you can create your ad and select your targeted market. Follow the prompts to name your campaign and enter the webpage you would like your clickers to be taken to. This can be either a LinkedIn account profile or an outside webpage. Design the ad copy by writing a headline and description. You can also add a small image.

You can target your market using various parameters. As you narrow down your demographic, the estimated number of members in your audience will change. Depending on your product, you will likely select an audience based on age and geography; it may also be appropriate to choose only one gender. Because LinkedIn is considered a professional network – more than just a social network – this program allows you to target employees of a certain company or individuals with a specific job title.

When it comes time to place a bid, an appropriate bid range will be suggested to you. Depending on the audience you have targeted, the range may be higher or lower than the $3.50 average. The minimum bid is $2.00 per click, but be aware: if you set your bid too low, your ads will never display because the space will be won by an advertiser with a higher bid. You can also pay per 1,000 impressions, which we do not recommend. Indicate your budget for the lifespan of the ad and enter your billing information. Your card will be charged and your ads will run until you exhaust your account, or until the predetermined end date. At any time, you can go in and make changes to your campaign.

Social media ad placement and campaign management are services PRMG provides. Setting up the right LinkedIn ads campaign and monitoring your results can be tricky and time-consuming. Feel free to contact us if you’d like to explore this option.

If you are interested in this or other advertising opportunities for your business or would like more information, contact us at (631) 207-1057 or email johnzaher@theprmg.com.

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