Advertising on LinkedIn can be an extremely effective tool for brands. Not only does it allow marketers to target users based on job titles and the companies they work for, but it also provides an excellent opportunity to move customers through the marketing funnel. LinkedIn is a particularly useful channel for B2B marketing due to the fact that four out of five LinkedIn users are influencers who have the power to make important decisions for their organization.
Before investing in a LinkedIn advertising campaign, it is important to understand all aspects of PPC advertising. This post will provide examples of successful LinkedIn ads and discuss the elements that make them successful, allowing readers to apply these insights to their own campaigns. Whether they are just starting or already have an existing campaign, they will be able to gain valuable insight.
A Few Effective LinkedIn Ad Examples:
Adobe has created an incredibly effective LinkedIn Ad for higher education decision makers. By crafting an ad specifically for a use case—creating an interactive syllabus—they spoke directly to their target audience’s needs. Instead of using generic images, Adobe pulled an image from their own education exchange platform which showcases an example lesson plan. This personalized approach to the ad certainly paid off, as the engagement numbers displayed on the post show.
Nielsen
This LinkedIn ad example stands out for its clear value proposition. By emphasizing the ability to “beat your competition,” the ad is able to capture the attention and interest of potential customers. The headline reinforces this message, and the engagement numbers demonstrate its success. The guide offered in the ad is a great way to reach out to customers at different stages of the funnel. By providing valuable and actionable information, users can gain a competitive advantage over their competition.
Salesforce
Targeting users by job title or company is one way to reach potential customers, but speaking to an industry in your LinkedIn ad copy is another. Salesforce does this well, offering language and eBook content tailored to the specific issues of the industry. This kind of approach can help you gain recognition in an industry where you’re not as well known, increasing clicks and website traffic, and driving prospects further down the marketing funnel.
Rise Interactive
Rise Interactive uses LinkedIn advertising to reach B2B audiences quickly and efficiently. Through this approach, the company is able to establish authority and trust with its target audience. The ad example features the company’s CEO’s business advice and experience, which helps the brand create a connection with decision makers at similar organizations. This strategy is effective in helping promote the company’s thought leadership content and build relationships with potential customers.
Smartsheet
Video ads on LinkedIn are an incredibly effective way to advertise. A great example is the video ad from Smartsheet, which speaks to the new kind of workplace that many of us are now experiencing: one in which we are doing it all on our own. The video is successful because it not only features visuals of the actual software, but also provides viewers with succinct and clear benefits within seconds. Furthermore, it includes text on the screen so that viewers can easily follow along, even without sound.
Conclusion
LinkedIn advertising can be an effective marketing tool for B2B companies and brands seeking to reach a highly-targeted audience with focused messaging. When creating your campaigns, use the strategies and examples outlined in this article to make the most of your ads on one of the most influential platforms for professionals and decision makers.
If you want to gain more insight into how to create successful LinkedIn ads and become a more skilled digital marketer, consider signing up for Simplilearn’s Advanced Pay Per Click (PPC) Certification training program. The program offers masterclasses from industry experts at Facebook, real-world case studies from Harvard Business Publishing, and much more. If you have any questions about the article or any of the topics discussed, feel free to leave a comment below.