How to create a LinkedIn Ad is relatively easy with the LinkedIn step by step guide as you prepare your campaign. What the guide doesn’t really show however, is how to make LinkedIn Ads which are highly targeted. This requires more effort on your part because you could be running not just 3 or 4 different text versions as LinkedIn suggests but 30 or 40. This is discussed by Social Media Examiner. Now, 30 or 40 would require a fair sized budget probably beyond the small to medium sized business. However, you should try to double the number of mini campaigns you would normally consider. You won’t be targeting any more people but you will be targeting segments of the grand total far more effectively and payback will be better. Linked In sponsored posts or ads are a little more expensive than those on Facebook; what you’re paying for is the ability to target.
There are two options:
Sponsored posts and text ads
Whatever you choose to do doesn’t really matter although as the names suggest, text ads have the look and feel of an advert while sponsored posts are a softer sell; the imparting of useful and relevant information to a broader audience.
You will need to choose a model to present your ad or post. The options are Cost per Click (CPC) i.e. clicks through to the landing page or (Pay per Impression) PPM which means paying for each time an ad or post is served (the equivalent of the TV term ‘opportunity to see’).
If you only want to pay for clicks to your website, then CPC is the option for you. PPM generally works out more expensive because the focus is on ‘exposure’ rather than clicks. PPM works on the premise that the more times a person ‘sees’ your ad or post, the more they’ll feel they know you and eventually this will result in clicks. Social Media Examiner feels Text Ads work best with the PPM model, as a generator of leads into your sales funnel, while sponsored posts work best as CPC because sponsored posts are clicked on less.
Ultimately it’s down to how you want to measure your success; either through clicks without truly knowing the exact reach (or the amount of impressions) or knowing what the reach was and then learning more of the clicks from Google Analytics.