Advertising on LinkedIn is a relatively new venture, but it’s quickly becoming one of the most popular platforms for B2B marketers.
In 2017, LinkedIn changed their algorithm and made it so that company pages are no longer able to post updates that appear in their followers’ feeds. If a follower hasn’t engaged with your page recently, they won’t see your content anymore, unless you pay to promote it.
This change opened up a whole new opportunity for businesses to reach their target audience by paying to boost posts and create sponsored ads on LinkedIn.
The only catch is that the large social media platforms have become saturated with advertisers over the last few years, which has driven up prices and reduced returns for many small businesses.
LinkedIn Advertising Is Perfect for B2B Marketing
LinkedIn is unique among social media platforms in that it’s a place where people go to find jobs, network and build their careers. It’s not really a place where you go to have fun or catch up on the latest gossip, which is what Facebook and Twitter are all about.
That makes it the perfect place to run ads directed at business people.
LinkedIn Ads Are Affordable
LinkedIn is cheaper than other social media advertising networks. The average cost per click (CPC) is $2.37, while the average cost per thousand impressions (CPM) is $6.59. What Is CPM? CPM refers to the price an advertiser pays for 1,000 ad impressions on a webpage; it’s also referred to as cost per mile (CPM). Ad impressions are the number of times your advertisement is displayed on a webpage within a set period of time — typically one day.
You can target your ads.
One of the best things about online advertising is that you have complete control over who sees your ads. Unlike traditional forms of advertising such as newspapers or radio, you aren’t paying for people who aren’t interested in your product or service to see your ad. With LinkedIn advertising, there are a range of targeting options including industry, job title and location – no matter how specific your target customer is, you can reach them using LinkedIn Ads.
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