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Make ’em pay

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Of all the social media platforms out there, LinkedIn is the hardest to crack. No one can seem to agree on its purpose beyond one point: it’s for professionals – and what “professional” actually means is questionable with wannabe influencers and life coaches running rampant. They’re spouting so much nonsense that we can’t blame anyone for giving up, but a good LinkedIn advertising agency knows how to cut through the noise.

Whether you’re selling a product or service, looking to learn from real experts, or simply growing your own presence, reaching the right audience with paid LinkedIn ads is essential. You just need the right team to guide you through the endless dark alleys. Dark Horse’s Paid Social experts can help.

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What is Linkedin advertising?

LinkedIn ads share expertise, encourage conversations and sell products or services to the people using the platform. This makes them a useful B2B tool, as adverts can be tailored to the exact people who would be interested in the product or service, like CEOs, Finance Officers, Marketing Execs and more. Paid LinkedIn advertising is also used for job postings, where businesses can promote their vacancy to relevant people and find the best candidates. This is where LinkedIn really stands out and offers something unique, and it’s why so many people try to exert their authority, as it becomes another badge they can proudly show off to anyone who listens.

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How does advertising on LinkedIn work?

LinkedIn advertising is focused on businesses and careers. As you scroll through the newsfeed, you’ll see ads for services, products and resources.

Demographics, interests, job titles, industries, experience level and similar factors are used as targeting options for LinkedIn paid ads to ensure relevant users are seeing the adverts. This is also true for LinkedIn job adverts, with similar targeting options ensuring the right people see the opportunities at your business.

Self-righteous business coaches and influencers muddy the LinkedIn water, making it harder for anyone to find what they’re looking for. Sob stories and heartwarming anecdotes are weapons of the con artist looking for a quick buck. Don’t be fooled. Paid ads on LinkedIn can generate impressive results – with the right team.

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Linkedin ads manager

To run LinkedIn ads, you need an account on the platform and a page for your business. Without these things, you can’t access the LinkedIn ads manager, which is where paid LinkedIn ads are created.

You can create ads from this interface, as well as review how each ad is performing, with columns for their current spend, impressions, clicks, click through rate and even the average bid spent per click.

LinkedIn paid ads can be grouped into campaigns for easier management – and will show you the performance of all ads grouped together for a broader overview of what’s happening.

How to create Linkedin ads

With the LinkedIn ads manager raring to go, you’re ready to create a LinkedIn advert. There are a range of different types of ads you can choose from, including:

  • LinkedIn carousel ads
  • LinkedIn conversation ads
  • LinkedIn text ads
  • LinkedIn video ads
  • LinkedIn event ads
  • And many more

Just making this decision is crucial to a successful LinkedIn ad. Pick the wrong one and your audience won’t even care. It’ll be lost along with the rest of the noise. That’s money down the drain, and no business can afford that.

Once you’ve decided on the type of ad to use, you’ll be ready to run paid LinkedIn ads. Though, remember that job adverts are different. While they will still work on the pay-per-click model most ad platforms use, their placement and content is different.

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How to run Linkedin ads

With the type of LinkedIn paid ad decided, you want it to be seen by the right people. Building that audience is essential, using targeting options like:

  • Age
  • Location
  • Job title
  • Experience
  • Industry/sector you work in
  • Groups you’ve joined
  • And much more

You want a broad but defined audience, primarily reaching the most valuable people but also those on the edge of being interested.

Additionally, you need to decide on the budget and duration of your LinkedIn adverts. You might be promoting an event, or running a limited offer, or using ads as a general way of increasing your profile. Know the goal and what you can spend over this period.

You can create variations of the same ad, using different images or text, to see what resonates best. This will add to your spend, but once you know what performs, you can cancel the alternatives early and put your full focus on the successful ads.

LinkedIn advertising costs

You’ll find people offering to-good-to-be-true prices for LinkedIn ads, and others with prices enough to threaten your mortgage. All promise results, but are you getting what you pay for?

The best LinkedIn advertising agency will make it clear from the start what they’re doing with your money:

  • Agree the management fee
  • Clearly set budgets for campaigns
  • Leave room to adapt to the market
  • Set time aside for reporting

Targeting smaller audiences, such as more senior or specialised people, will cost more as you face competition over a smaller pool of people. That doesn’t mean it’s not worthwhile, but don’t throw your hard-earned cash away easily. LinkedIn paid advertising can save you money by helping you find the right audience.

In a world where people choose likes and reactions over value, the real treasure is finding people looking for expertise. LinkedIn Paid advertising will help you rise above the nonsense.

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Use Dark Horse for your LinkedIn paid ads

Trust is earned, not given – especially on LinkedIn where there are a lot of people who can see through bluster. The people shouting at the top of their lungs aren’t as trustworthy as they seem, and are not afraid to put the pressure on when they sniff a whiff of your money.

LinkedIn paid ads can help you break through the army of stooges in their cheap suits, or swerve around the business coaches with their fancy cars and luxury holiday snaps. Our LinkedIn advertising agency is full of savvy, clued up experts that connect you to your audience without the back alley deals.

Working with the numbers, making decisions based on data, and seeing the trends as they emerge sets us apart from the rest. We’re focused on results and getting the return you want. It’s all transparent with us, underneath the floodlights, so you can see exactly what’s going on.

Sweep aside the time wasters. Ignore the fluffy nonsense. Shine a light and lead your people to a haven where LinkedIn matters again. We will help.

LinkedIn Ads done right.

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It’s not OK to be just OK at LinkedIn advertising. Shout it louder for nobheads at the back who say phrases like this on the platform. The LinkedIn narrative might all be about ‘failing fast’ and not defining success by anything tangible but the advertising with Dark Horse is the complete reverse. It’s truth and not smelling your own farts like the normal stuff on LI. Success is tangible – it’s making money and don’t fail fast… succeed quickly. Agree?

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