Media Kundli #4- LinkedIn

Wondering what advertising on LinkedIn would do for your brand? These facts might help you clear all doubts-

Top 3 LinkedIn advertising facts

• LinkedIn is an online platform connecting the world’s professionals with 310 million monthly active users (globally) and 76 million active users (India). Nearly 810 million users are on the professional network in more than 200 countries. The platform is also home to over 57 million companies.

• 60% of total active LinkedIn users are between the age group 25 – 34 years, with 57% male and 43% female users (globally).
• The average LinkedIn user spent 7 minutes and 12 seconds on the platform, visiting 6.40 pages per visit. (Source- Similarweb.com)

Top ad options on LinkedIn

• Video ads– A compelling way to reach the audience, these audio-visual advertisement are automatically played to the user as soon as the page is loaded. These not only create strong brand awareness through impression based campaigns but also drive conversion.

• Banner Ads- Simple to implement, banner ads are image ads with a strong call to action button within the banner creative.
  
  
  
  The different units available under banner ads are as follows :
  
  1. Medium Rectangle (300×250 pixels): These appear in a premium area of the page above the fold – across the site on the homepage, profile page, group page and company page.
     
     
     
  2. Skyscraper (160×600 pixels): Appears on members’ Inbox page and Messages page where people are consuming content from trusted network connections.
     
     
     
     
  3. Text link: Appears across the site including the home page, group page, company page and inbox. These are low cost ads that makes them an effective format for achieving reach on LinkedIn.
     
     
     
     4. Leaderboard (728×90 pixels): Appears on the bottom of the page as potentially the last piece of content that the users consume, before navigating away from the page.
     
     
     

• Carousel ads– Carousel ads have a number of rectangular image cards lined adjacent to each other from left to right. Short (3-5 cards) carousel ads drive strong engagement while long (6+ cards) carousels are a better way to share detailed content that conveys a richer story for creating an emotional connection or imparting knowledge.

• Sponsored InMail- LinkedIn Sponsored InMail allows you to reach out to your target audience through LinkedIn’s private messaging system.

• Lead Generation ads- Lead Generation ads use professional demographic data to target the right people by job title, industry, company, seniority, etc. These can be used to re-target website visitors, reach contacts, and build account-based marketing campaigns with Matched-audience.
  Lead gen forms remove the main barrier to online conversions, i.e. forms that have to be filled manually by potential leads. Instead, when the user clicks the CTA, lead capture forms are auto-populated with profile data.

Top targeting options on LinkedIn

Location-based targeting: LinkedIn offers advertisers the benefit of targeting their customers based on their location. Reach the members on the basis of where they visit or live by searching for locations. The geographic location on LinkedIn is based on the long-term or permanent location specified by the member on the profile or by the IP address for the short-term visits.

Talking on a global level, India is the 2nd country (after The USA) sending most desktop traffic to LinkedIn (shown in the image below).

• Age & Gender based targeting: Both age and gender based targeting on LinkedIn is done based on the profile information of that individual.

• Targeting based on job experience: The profile of the member is again, the easiest and most accurate way to determine the job title, experience, managing skills, job function, interests, etc.

Top 3 reasons to go for LinkedIn advertising

Reach: LinkedIn harbors business of all sorts, whether it’s B2B or B2C. Placing your brand’s ad on this platform can help you to reach out to individual working professionals, as well as businesses as a whole. It is also convenient to target a specific business only, for example- tech based start-ups

Detailed Targeting: LinkedIn offers a range of targeting options based on age, geography, employment type, work experience, etc. Brands and advertisers looking to target specific audience can hence, benefit greatly from the myriad options made available by the platform.

High-quality leads: One of the biggest advantages of LinkedIn is the ability to generate high-quality leads. Advertisers can target actual decision makers of an organization, rather than having to invest money and energy en-route to reaching the actual stakeholders. This improves conversions and thereby ROI.

LinkedIn is an especially good source for discovering leads. Hubspot found that LinkedIn is 277% more effective at generating leads than Facebook and Twitter.

Top 3 brand categories that should consider LinkedIn advertising

• Education
• Any B2B brand
• Information technology

Brands that should not go for LinkedIn advertising

FMCG: LinkedIn is an online platform for professionals, so the members there are less likely to be interested in FMCG products. Mass products like FMCG catering mostly to households won’t find their target audience on LinkedIn. 

Impulse or ‘immediate action’ products: Impulse products are the ones that look for immediate action, like online food delivery companies. If your brand deals with impulse products LinkedIn might not give you good results. 

E-commerce: Facebook has emerged as a better platform for e-commerce advertising rather than LinkedIn which is a job-oriented, professional platform. Therefore, LinkedIn advertising might not give good good results for an e-commerce brand due to the wrong target audience.

Top 3 cities that prefer LinkedIn advertising

• Delhi
• Bangalore
• Mumbai 

Average CTR for LinkedIn

The average CTR for LinkedIn is 0.5%. 

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