LinkedIn Text Ads - Get More for Less
Published on: December 7 2022 by Paid Media Pros
LinkedIn Text Ads - Get More for Less
Table of Contents
LinkedIn Text Ads - Get More for Less
| startTime | durationTime | text |
| 00:00:00 | 00:00:03 | most likely if you're running ads on |
| 00:00:02 | 00:00:06 | linkedin you are using the sponsored |
| 00:00:03 | 00:00:07 | content ad format and this ad format is |
| 00:00:06 | 00:00:10 | the most popular and yes extremely |
| 00:00:07 | 00:00:12 | effective however it's not my favorite |
| 00:00:10 | 00:00:14 | my favorite ad format on linkedin is the |
| 00:00:12 | 00:00:15 | text ad format it definitely doesn't |
| 00:00:14 | 00:00:17 | look as pretty as sponsored content i'll |
| 00:00:15 | 00:00:20 | give you that one however it's given us |
| 00:00:17 | 00:00:22 | ways to expand our reach build brand |
| 00:00:20 | 00:00:24 | awareness grow impression share lower |
| 00:00:22 | 00:00:26 | cost per clicks and lower our cost per |
| 00:00:24 | 00:00:28 | conversion numbers so in this video |
| 00:00:26 | 00:00:30 | we're going to show you how text ads can |
| 00:00:28 | 00:00:32 | appear in the wild we're going to go |
| 00:00:30 | 00:00:34 | over the campaign objectives that allow |
| 00:00:32 | 00:00:37 | you to use linkedin text ads we'll go |
| 00:00:34 | 00:00:39 | over the ad specs of a text ad and then |
| 00:00:37 | 00:00:42 | we'll show you some examples of how they |
| 00:00:39 | 00:00:44 | are effective in a few of our accounts |
| 00:00:42 | 00:00:46 | there are a few ad sizes for text ads |
| 00:00:44 | 00:00:47 | for linkedin and we'll get to those soon |
| 00:00:46 | 00:00:49 | but because there are a few different ad |
| 00:00:47 | 00:00:51 | sizes the text ad format can appear |
| 00:00:49 | 00:00:52 | differently depending on the placement |
| 00:00:51 | 00:00:54 | on the platform but when you're creating |
| 00:00:52 | 00:00:56 | the ad you can see we can have an image |
| 00:00:54 | 00:00:58 | there's a headline and some description |
| 00:00:56 | 00:01:00 | text yes of course there's a url to send |
| 00:00:58 | 00:01:01 | people to your website that's part of it |
| 00:01:00 | 00:01:03 | and that'll happen when the user clicks |
| 00:01:01 | 00:01:04 | on the ad but this example right here |
| 00:01:03 | 00:01:06 | that i'm pulling from the linkedin |
| 00:01:04 | 00:01:08 | marketing solutions website we can see |
| 00:01:06 | 00:01:09 | there are three text ads stacked |
| 00:01:08 | 00:01:11 | together from three different ad |
| 00:01:09 | 00:01:13 | accounts and it's peering off to the |
| 00:01:11 | 00:01:15 | right hand side now in this example it's |
| 00:01:13 | 00:01:16 | on the my network page you could see it |
| 00:01:15 | 00:01:18 | on the home feed most likely you're |
| 00:01:16 | 00:01:19 | going to see something different and the |
| 00:01:18 | 00:01:21 | ads are going to refresh depending on |
| 00:01:19 | 00:01:23 | which page you're visiting and how often |
| 00:01:21 | 00:01:25 | you visit linkedin like i said there are |
| 00:01:23 | 00:01:27 | a variety of ad sizes for text ads but |
| 00:01:25 | 00:01:29 | let's hop in to linkedin ads manager and |
| 00:01:27 | 00:01:31 | then we'll go over the steps of how you |
| 00:01:29 | 00:01:33 | can create them for your campaigns |
| 00:01:31 | 00:01:34 | now that we're in linkedin campaign |
| 00:01:33 | 00:01:35 | manager let's go up and create a new |
| 00:01:34 | 00:01:37 | campaign |
| 00:01:35 | 00:01:40 | choose your proper campaign group and |
| 00:01:37 | 00:01:42 | then we can hit next like any linkedin |
| 00:01:40 | 00:01:44 | campaign you have to select a specific |
| 00:01:42 | 00:01:46 | campaign objective and michelle has a |
| 00:01:44 | 00:01:47 | really in-depth video about each of the |
| 00:01:46 | 00:01:50 | linkedin campaign objectives which you |
| 00:01:47 | 00:01:52 | can look at right here but linkedin text |
| 00:01:50 | 00:01:53 | ads aren't available in every single |
| 00:01:52 | 00:01:56 | campaign objective they are only |
| 00:01:53 | 00:01:58 | available in three of the objectives and |
| 00:01:56 | 00:02:01 | those are brand awareness |
| 00:01:58 | 00:02:04 | website visits and website conversions |
| 00:02:01 | 00:02:06 | video views lead gen and job applicants |
| 00:02:04 | 00:02:07 | have very specific campaign goals and |
| 00:02:06 | 00:02:09 | because of that they have pretty |
| 00:02:07 | 00:02:11 | specific ad formats and engagement is a |
| 00:02:09 | 00:02:13 | little bit more open there are several |
| 00:02:11 | 00:02:14 | ad formats for an engagement campaign |
| 00:02:13 | 00:02:16 | it's just that text ads is not one of |
| 00:02:14 | 00:02:18 | them pretty much due to the placements |
| 00:02:16 | 00:02:19 | of where text ads can appear they get |
| 00:02:18 | 00:02:21 | the lowest click-through rate and they |
| 00:02:19 | 00:02:23 | get the lowest engagement compared to |
| 00:02:21 | 00:02:24 | the other formats so that makes sense of |
| 00:02:23 | 00:02:26 | why it's not part of the engagement |
| 00:02:24 | 00:02:28 | objective so for this one i'm going to |
| 00:02:26 | 00:02:30 | choose website visits i'm not going to |
| 00:02:28 | 00:02:31 | go through the actual campaign setup but |
| 00:02:30 | 00:02:32 | pretty much next you would want to |
| 00:02:31 | 00:02:34 | choose your targeting we also have |
| 00:02:32 | 00:02:36 | another video that toks about most of |
| 00:02:34 | 00:02:37 | the targeting options on linkedin you |
| 00:02:36 | 00:02:39 | can watch that one here but for now i'm |
| 00:02:37 | 00:02:41 | just gonna search for one thing just so |
| 00:02:39 | 00:02:42 | we can keep on moving shout out to |
| 00:02:41 | 00:02:45 | everybody at ppc chat so this |
| 00:02:42 | 00:02:47 | hypothetikal campaign will target anyone |
| 00:02:45 | 00:02:49 | who's part of the pbc chat member group |
| 00:02:47 | 00:02:51 | if i scroll down a little bit here we |
| 00:02:49 | 00:02:54 | see the ad format and if you're not |
| 00:02:51 | 00:02:55 | really familiar with linkedin their ad |
| 00:02:54 | 00:02:57 | testing options can be frustrating |
| 00:02:55 | 00:02:59 | sometimes so you can only choose one ad |
| 00:02:57 | 00:03:02 | format for your campaign so if you want |
| 00:02:59 | 00:03:03 | to test a single image ad and a text ad |
| 00:03:02 | 00:03:05 | you're going to have to have two |
| 00:03:03 | 00:03:07 | different campaigns that is why i said |
| 00:03:05 | 00:03:09 | in the intro text ads can be a good way |
| 00:03:07 | 00:03:10 | to expand your reach and get more |
| 00:03:09 | 00:03:12 | impressions they focus on a different |
| 00:03:10 | 00:03:14 | placement than some of these other ad |
| 00:03:12 | 00:03:16 | formats so yes you will need another |
| 00:03:14 | 00:03:18 | campaign and another budget and you can |
| 00:03:16 | 00:03:20 | see when i clicked text ad the linkedin |
| 00:03:18 | 00:03:23 | audience network setting has been |
| 00:03:20 | 00:03:25 | disabled that is because linkedin text |
| 00:03:23 | 00:03:27 | ads are only shown on the desktop |
| 00:03:25 | 00:03:29 | version of a user's feed so if you're an |
| 00:03:27 | 00:03:31 | account that just consistently sees |
| 00:03:29 | 00:03:33 | better results from a desktop experience |
| 00:03:31 | 00:03:35 | it could be another reason for you to |
| 00:03:33 | 00:03:37 | want to test out text ads if we look up |
| 00:03:35 | 00:03:39 | above you still see the audience |
| 00:03:37 | 00:03:41 | expansion is enabled that is due to your |
| 00:03:39 | 00:03:42 | audience targeting not the placement so |
| 00:03:41 | 00:03:43 | if you don't want to use audience |
| 00:03:42 | 00:03:45 | expansion you will have to go and |
| 00:03:43 | 00:03:47 | uncheck that this is a fake campaign i'm |
| 00:03:45 | 00:03:48 | not going to run it so i don't care i'm |
| 00:03:47 | 00:03:50 | going to leave it checked then you have |
| 00:03:48 | 00:03:51 | your daily budget your start date your |
| 00:03:50 | 00:03:53 | bids make sure you have your conversion |
| 00:03:51 | 00:03:55 | tracking set up and then once we hit |
| 00:03:53 | 00:03:57 | next we can start creating our ad |
| 00:03:55 | 00:03:59 | variants but before we do i want to tok |
| 00:03:57 | 00:04:01 | over the advertising specs for linkedin |
| 00:03:59 | 00:04:02 | text ads |
| 00:04:01 | 00:04:04 | don't worry we will go back to the ads |
| 00:04:02 | 00:04:06 | manager and go through a physical text |
| 00:04:04 | 00:04:08 | ad setup but first i wanted to cover the |
| 00:04:06 | 00:04:10 | exact specifications for linkedin text |
| 00:04:08 | 00:04:12 | ads just so you can come back and refer |
| 00:04:10 | 00:04:13 | to this video if you ever need to |
| 00:04:12 | 00:04:15 | quickly find the specifications and |
| 00:04:13 | 00:04:16 | we'll have a specific time stamp for |
| 00:04:15 | 00:04:18 | this in the video description but the |
| 00:04:16 | 00:04:21 | first part of a text ad will be the |
| 00:04:18 | 00:04:23 | image the image has to be 100 by 100 |
| 00:04:21 | 00:04:25 | pixels you can't just upload any square |
| 00:04:23 | 00:04:27 | image it's going to get rejected if you |
| 00:04:25 | 00:04:30 | already have a square image that's great |
| 00:04:27 | 00:04:32 | just go to google find an image resizer |
| 00:04:30 | 00:04:34 | and make sure it's 100 by 100 pixels |
| 00:04:32 | 00:04:36 | pretty easy to do it has to be a jpeg or |
| 00:04:34 | 00:04:38 | ping and the file size cannot be more |
| 00:04:36 | 00:04:40 | than two megabytes |
| 00:04:38 | 00:04:42 | next will be the headline your headline |
| 00:04:40 | 00:04:45 | has to be 25 characters or less your |
| 00:04:42 | 00:04:47 | headline cannot exceed 25 characters |
| 00:04:45 | 00:04:49 | then after your headline you will have |
| 00:04:47 | 00:04:50 | your description we get a little bit |
| 00:04:49 | 00:04:54 | more room to play here but your |
| 00:04:50 | 00:04:56 | description cannot exceed 75 characters |
| 00:04:54 | 00:04:58 | and then the last part will be the url |
| 00:04:56 | 00:05:01 | for your text ads the url cannot be more |
| 00:04:58 | 00:05:03 | than 500 characters this includes any |
| 00:05:01 | 00:05:06 | tracking parameters you attach to the |
| 00:05:03 | 00:05:08 | url and as part of those 500 characters |
| 00:05:06 | 00:05:10 | you have to include the prefix of the |
| 00:05:08 | 00:05:13 | http or https as you see on the screen |
| 00:05:10 | 00:05:15 | right here now linkedin has said certain |
| 00:05:13 | 00:05:17 | special characters could cause the ad to |
| 00:05:15 | 00:05:19 | pull up an error when you're trying to |
| 00:05:17 | 00:05:21 | save or launch it this will be an issue |
| 00:05:19 | 00:05:22 | while you're trying to save the ad it's |
| 00:05:21 | 00:05:24 | not an issue where it would happen after |
| 00:05:22 | 00:05:26 | you save it or after you launch it and |
| 00:05:24 | 00:05:27 | then you start seeing errors pop up so |
| 00:05:26 | 00:05:29 | you'll get the notification pretty quick |
| 00:05:27 | 00:05:32 | if your url is pulling up an error try |
| 00:05:29 | 00:05:34 | to see if you can save the url you are |
| 00:05:32 | 00:05:35 | trying to use without any parameters if |
| 00:05:34 | 00:05:36 | it saves through then you know it's a |
| 00:05:35 | 00:05:38 | special character issue you can always |
| 00:05:36 | 00:05:40 | go back into the ad edit the url but if |
| 00:05:38 | 00:05:43 | you're still seeing those errors pop up |
| 00:05:40 | 00:05:44 | you are allowed to use url encoders to |
| 00:05:43 | 00:05:46 | try to get past some of those query |
| 00:05:44 | 00:05:48 | strings that are pulling up the error |
| 00:05:46 | 00:05:49 | but since this is a simple ad format |
| 00:05:48 | 00:05:51 | these are all the specs so now let's hop |
| 00:05:49 | 00:05:53 | back into linkedin ads manager and go |
| 00:05:51 | 00:05:55 | through the ad setup |
| 00:05:53 | 00:05:57 | now that we know the ad specs we can |
| 00:05:55 | 00:05:59 | start creating some ad variants so let's |
| 00:05:57 | 00:06:01 | go to the link and create a new ad and |
| 00:05:59 | 00:06:04 | as i start adding each of the elements |
| 00:06:01 | 00:06:05 | to this text ad you will be able to see |
| 00:06:04 | 00:06:07 | the ad preview update on the right hand |
| 00:06:05 | 00:06:09 | side so first i'm going to choose my |
| 00:06:07 | 00:06:10 | image now i have my screen blown up a |
| 00:06:09 | 00:06:12 | little bit so you can still probably see |
| 00:06:10 | 00:06:15 | our faces however knowing that this is a |
| 00:06:12 | 00:06:17 | 100 by 100 pixel this may not be the |
| 00:06:15 | 00:06:19 | best image look at the linkedin examples |
| 00:06:17 | 00:06:21 | below they have their main company image |
| 00:06:19 | 00:06:23 | or logo in there and that is commonly |
| 00:06:21 | 00:06:24 | what i use for my clients accounts |
| 00:06:23 | 00:06:26 | you're not gonna have enough room to |
| 00:06:24 | 00:06:28 | have a logo plus text of your brand name |
| 00:06:26 | 00:06:30 | in it it's gonna be too small for a user |
| 00:06:28 | 00:06:32 | to see so use a singular image that's |
| 00:06:30 | 00:06:33 | going to stand out and potentially be |
| 00:06:32 | 00:06:35 | common if someone checks out your |
| 00:06:33 | 00:06:37 | linkedin company page and hopefully goes |
| 00:06:35 | 00:06:39 | to your website and sees the same |
| 00:06:37 | 00:06:41 | familiar image next you have your |
| 00:06:39 | 00:06:43 | headline and with only 25 characters you |
| 00:06:41 | 00:06:45 | don't get a lot of room not only are the |
| 00:06:43 | 00:06:47 | characters limited but if we're looking |
| 00:06:45 | 00:06:49 | in the preview we're sandwiched with two |
| 00:06:47 | 00:06:51 | other ads so you need to make sure your |
| 00:06:49 | 00:06:52 | headline is compelling get to the point |
| 00:06:51 | 00:06:54 | call out your best value statement or |
| 00:06:52 | 00:06:56 | maybe test being bold and putting your |
| 00:06:54 | 00:06:58 | call to action in the headline right |
| 00:06:56 | 00:07:00 | away we don't get a call to action |
| 00:06:58 | 00:07:01 | button like many of the other ad formats |
| 00:07:00 | 00:07:03 | do so you're going to have to include it |
| 00:07:01 | 00:07:04 | somewhere within your headline or the |
| 00:07:03 | 00:07:06 | description so i can now pop down to my |
| 00:07:04 | 00:07:08 | description there's one option and then |
| 00:07:06 | 00:07:10 | we can hop down to the url i'm not going |
| 00:07:08 | 00:07:12 | to include any parameters but understand |
| 00:07:10 | 00:07:14 | you need to have those parameters within |
| 00:07:12 | 00:07:16 | your url in this section here and for |
| 00:07:14 | 00:07:18 | whatever reason if you don't feel you |
| 00:07:16 | 00:07:20 | have a great landing page experience you |
| 00:07:18 | 00:07:22 | can send people to your company page you |
| 00:07:20 | 00:07:23 | see the visual part of the ad does not |
| 00:07:22 | 00:07:25 | change at all it's just going to be |
| 00:07:23 | 00:07:26 | where you're sending users once they |
| 00:07:25 | 00:07:28 | click on your text ad i personally have |
| 00:07:26 | 00:07:29 | never sent it to the company page so i'm |
| 00:07:28 | 00:07:31 | going to go back to the website as i |
| 00:07:29 | 00:07:33 | said before this is a desktop only ad |
| 00:07:31 | 00:07:35 | format so in the preview we just get |
| 00:07:33 | 00:07:37 | desktop but we can see how this ad will |
| 00:07:35 | 00:07:38 | look in the main right column which is |
| 00:07:37 | 00:07:40 | going to be the most common placement |
| 00:07:38 | 00:07:42 | but then you may also see some of the |
| 00:07:40 | 00:07:44 | top banners notike that the image went |
| 00:07:42 | 00:07:46 | away if i go back up there's the large |
| 00:07:44 | 00:07:48 | top banner and our image is back if |
| 00:07:46 | 00:07:50 | everything looks good we can head down |
| 00:07:48 | 00:07:52 | and create so that is just one option i |
| 00:07:50 | 00:07:55 | personally like to add around four |
| 00:07:52 | 00:07:57 | options for each of my campaigns this |
| 00:07:55 | 00:07:59 | will allow me to test different images |
| 00:07:57 | 00:08:01 | different headlines different |
| 00:07:59 | 00:08:03 | descriptions and even for some clients |
| 00:08:01 | 00:08:05 | the ability to test different urls we're |
| 00:08:03 | 00:08:06 | going to see in the next section that we |
| 00:08:05 | 00:08:09 | tok about that click through rate for |
| 00:08:06 | 00:08:11 | these ads are low but i still want to |
| 00:08:09 | 00:08:13 | test out engagement for these campaigns |
| 00:08:11 | 00:08:15 | this is a very affordable way to get |
| 00:08:13 | 00:08:16 | traffic and the only way for us to get |
| 00:08:15 | 00:08:19 | traffic is for people to actually click |
| 00:08:16 | 00:08:21 | on these ads so ad testing for text ads |
| 00:08:19 | 00:08:22 | is still important so as i said there's |
| 00:08:21 | 00:08:24 | really no need for me to create a bunch |
| 00:08:22 | 00:08:26 | of variants i'm not going to launch this |
| 00:08:24 | 00:08:28 | campaign just make sure you understand |
| 00:08:26 | 00:08:30 | it's important to always test your ads |
| 00:08:28 | 00:08:31 | even if you don't get a ton of clicks |
| 00:08:30 | 00:08:33 | from this campaign if you don't try |
| 00:08:31 | 00:08:36 | anything new how can you ever expect |
| 00:08:33 | 00:08:37 | better results so if i would go hit next |
| 00:08:36 | 00:08:38 | and everything looks good i've gone |
| 00:08:37 | 00:08:41 | through my targeting gone through my |
| 00:08:38 | 00:08:43 | budgets and my bidding options then you |
| 00:08:41 | 00:08:45 | can launch the campaign the setup is |
| 00:08:43 | 00:08:47 | pretty easy but to close out this video |
| 00:08:45 | 00:08:49 | i want to hop into a client account and |
| 00:08:47 | 00:08:51 | show you the benefits we typically see |
| 00:08:49 | 00:08:53 | in almost all of the linkedin ad |
| 00:08:51 | 00:08:54 | accounts that we work on that use text |
| 00:08:53 | 00:08:57 | ads |
| 00:08:54 | 00:08:59 | since this is an actual client account i |
| 00:08:57 | 00:09:01 | had to blur out the campaign names but |
| 00:08:59 | 00:09:03 | if you look over here you see i typed in |
| 00:09:01 | 00:09:06 | sc i label my sponsored content |
| 00:09:03 | 00:09:07 | campaigns with sc and you can see i've |
| 00:09:06 | 00:09:09 | filtered out half of the campaigns |
| 00:09:07 | 00:09:11 | within this campaign group so these are |
| 00:09:09 | 00:09:13 | all my sponsored content campaigns some |
| 00:09:11 | 00:09:15 | of the campaigns are converting well |
| 00:09:13 | 00:09:16 | some aren't but the thing i want you to |
| 00:09:15 | 00:09:19 | focus on is that for the sponsored |
| 00:09:16 | 00:09:21 | content campaigns look at our manual |
| 00:09:19 | 00:09:22 | bids that's what we're actually bidding |
| 00:09:21 | 00:09:24 | on for each of these targeting options |
| 00:09:22 | 00:09:26 | but then right below each of the manual |
| 00:09:24 | 00:09:28 | bids is the recommended range from |
| 00:09:26 | 00:09:30 | linkedin this is the bid range that |
| 00:09:28 | 00:09:33 | other advertisers going after similar |
| 00:09:30 | 00:09:35 | audiences are bidding pretty expensive |
| 00:09:33 | 00:09:36 | let me go back and change the filter so |
| 00:09:35 | 00:09:39 | instead of sponsored content i'm |
| 00:09:36 | 00:09:41 | changing it to txt and look how much |
| 00:09:39 | 00:09:43 | lower our manual bids are for pretty |
| 00:09:41 | 00:09:45 | much the same targeting options we have |
| 00:09:43 | 00:09:46 | slightly less amount here so we're not |
| 00:09:45 | 00:09:47 | doing everything that we're doing from |
| 00:09:46 | 00:09:50 | the sponsored content standpoint but |
| 00:09:47 | 00:09:52 | still not only are our manual bids lower |
| 00:09:50 | 00:09:54 | but even the recommended range from |
| 00:09:52 | 00:09:57 | linkedin is a lot lower we typically see |
| 00:09:54 | 00:09:58 | the text ad format is a lot less |
| 00:09:57 | 00:10:00 | competitive and when it's a lot less |
| 00:09:58 | 00:10:02 | competitive we don't have to pay as much |
| 00:10:00 | 00:10:03 | now i'm going to open up another screen |
| 00:10:02 | 00:10:05 | that's going to have the sponsored |
| 00:10:03 | 00:10:06 | content campaigns filtered and we're |
| 00:10:05 | 00:10:08 | going to hop back and forth into these |
| 00:10:06 | 00:10:09 | different filters just so we see the |
| 00:10:08 | 00:10:11 | differences |
| 00:10:09 | 00:10:13 | all right now i want you to focus on the |
| 00:10:11 | 00:10:15 | click through rate column for our |
| 00:10:13 | 00:10:17 | sponsored content main feed ads we're |
| 00:10:15 | 00:10:19 | seeing a 0.28 |
| 00:10:17 | 00:10:22 | if i hop back up to the text ads same |
| 00:10:19 | 00:10:23 | date range but look how much lower that |
| 00:10:22 | 00:10:25 | click-through rate is do not be |
| 00:10:23 | 00:10:27 | frightened from that extremely low |
| 00:10:25 | 00:10:29 | click-through rate that is pretty much |
| 00:10:27 | 00:10:31 | the norm for linkedin text ads they are |
| 00:10:29 | 00:10:33 | not in the main feed they're off to the |
| 00:10:31 | 00:10:35 | side or in teeny tiny little banners |
| 00:10:33 | 00:10:37 | that you may not even notike were even |
| 00:10:35 | 00:10:38 | there just like most of the other users |
| 00:10:37 | 00:10:40 | on linkedin but look at the amount of |
| 00:10:38 | 00:10:42 | impressions and that's why this could be |
| 00:10:40 | 00:10:45 | valuable even if you're getting such a |
| 00:10:42 | 00:10:46 | low frequency of users clicking your ad |
| 00:10:45 | 00:10:48 | it could be a good opportunity to run |
| 00:10:46 | 00:10:50 | text ads to get your logo out there and |
| 00:10:48 | 00:10:52 | maybe toss in your brand name as a |
| 00:10:50 | 00:10:54 | headline or a branded product or service |
| 00:10:52 | 00:10:56 | as the headline to get some free |
| 00:10:54 | 00:10:59 | impression share while you can do a cpm |
| 00:10:56 | 00:11:01 | model i love to do cpc for text ads |
| 00:10:59 | 00:11:03 | because if nobody's clicking on it it's |
| 00:11:01 | 00:11:04 | just free awareness why would you turn |
| 00:11:03 | 00:11:06 | down free awareness right now i'm going |
| 00:11:04 | 00:11:08 | to go back into the sponsored content |
| 00:11:06 | 00:11:10 | screen again same client look at the |
| 00:11:08 | 00:11:13 | screen right here average cpc eight |
| 00:11:10 | 00:11:15 | dollars and 34 cents going back to my |
| 00:11:13 | 00:11:18 | text ads pretty much the same targeting |
| 00:11:15 | 00:11:21 | 2.57 cents another winner going back to |
| 00:11:18 | 00:11:22 | the sponsored content screen one time i |
| 00:11:21 | 00:11:24 | switched to columns to show conversions |
| 00:11:22 | 00:11:27 | and leads this account is only running |
| 00:11:24 | 00:11:29 | conversion objective campaigns we see |
| 00:11:27 | 00:11:31 | the time range is this month so far it |
| 00:11:29 | 00:11:34 | has received 16 conversions 13 click |
| 00:11:31 | 00:11:36 | conversions three view conversions for |
| 00:11:34 | 00:11:37 | an 18.82 |
| 00:11:36 | 00:11:39 | conversion rate and one more time let's |
| 00:11:37 | 00:11:41 | hop back into the text ad screen for |
| 00:11:39 | 00:11:43 | pretty much the same targeting options |
| 00:11:41 | 00:11:46 | with a lot lower spend this month we've |
| 00:11:43 | 00:11:48 | gotten 41 conversions seven of them are |
| 00:11:46 | 00:11:50 | click 34 our view and that conversion |
| 00:11:48 | 00:11:52 | rate is pretty high a lot of these |
| 00:11:50 | 00:11:54 | options are pdf downloads and we're |
| 00:11:52 | 00:11:56 | tracking each one separately so the same |
| 00:11:54 | 00:11:57 | user can do multiple actions but it's |
| 00:11:56 | 00:11:59 | still important for this account because |
| 00:11:57 | 00:12:01 | they have to give some information for |
| 00:11:59 | 00:12:02 | each of the downloads so from an |
| 00:12:01 | 00:12:04 | internal number perspective we're |
| 00:12:02 | 00:12:06 | scoring that user higher because they're |
| 00:12:04 | 00:12:09 | showing a deeper intent by downloading |
| 00:12:06 | 00:12:11 | multiple options it is still extremely |
| 00:12:09 | 00:12:13 | valuable for this account but even if |
| 00:12:11 | 00:12:16 | you don't care about view conversions we |
| 00:12:13 | 00:12:20 | have seven click conversions from 95 |
| 00:12:16 | 00:12:23 | compared to 16 conversions from 917 |
| 00:12:20 | 00:12:26 | so the cost per click conversion for our |
| 00:12:23 | 00:12:28 | text ads is around 13.60 |
| 00:12:26 | 00:12:31 | our cost per click conversion for the |
| 00:12:28 | 00:12:32 | sponsored content campaigns is just over |
| 00:12:31 | 00:12:35 | 57 |
| 00:12:32 | 00:12:37 | this is why we love text ads so much |
| 00:12:35 | 00:12:39 | again i will admit we will do sponsored |
| 00:12:37 | 00:12:40 | content first we like to get a good |
| 00:12:39 | 00:12:43 | benchmark we feel we can showcase the |
| 00:12:40 | 00:12:45 | brand better visually with a sponsored |
| 00:12:43 | 00:12:47 | content ad i have never denied that but |
| 00:12:45 | 00:12:49 | when it comes to peer results text ads |
| 00:12:47 | 00:12:51 | for us have typically been a lot cheaper |
| 00:12:49 | 00:12:53 | and it's helping us expand our reach to |
| 00:12:51 | 00:12:54 | the exact same audiences we are |
| 00:12:53 | 00:12:56 | literally duplicating our sponsored |
| 00:12:54 | 00:12:58 | content campaigns the exact same |
| 00:12:56 | 00:13:00 | targeting options but just adding them |
| 00:12:58 | 00:13:02 | as text ads hitting up the same audience |
| 00:13:00 | 00:13:04 | cheaper cost per clicks cheaper cost per |
| 00:13:02 | 00:13:07 | conversions this is just one example but |
| 00:13:04 | 00:13:08 | we are replicating this within many |
| 00:13:07 | 00:13:11 | accounts and seeing the exact same |
| 00:13:08 | 00:13:12 | results text ads do not have the volume |
| 00:13:11 | 00:13:14 | but from the actual key results that |
| 00:13:12 | 00:13:16 | we're optimizing towards are |
| 00:13:14 | 00:13:18 | collectively much better with a text ad |
| 00:13:16 | 00:13:20 | format than a sponsored content format |
| 00:13:18 | 00:13:22 | and this is also while confirming the |
| 00:13:20 | 00:13:24 | quality of the leads coming from these |
| 00:13:22 | 00:13:25 | campaigns with our internal crms |
| 00:13:24 | 00:13:27 | hopefully this video gave you the |
| 00:13:25 | 00:13:30 | confidence to go beyond what you're used |
| 00:13:27 | 00:13:32 | to doing with sponsored content ads use |
| 00:13:30 | 00:13:34 | linkedin's text ads to expand upon your |
| 00:13:32 | 00:13:36 | reach and hit up the exact same |
| 00:13:34 | 00:13:38 | targeting options for much lower costs |
| 00:13:36 | 00:13:40 | very effective if you're running on a |
| 00:13:38 | 00:13:42 | lower budget that's all i have right now |
| 00:13:40 | 00:13:43 | about linkedin text ads if you have any |
| 00:13:42 | 00:13:45 | questions or comments on how they've |
| 00:13:43 | 00:13:47 | worked for you please let everyone else |
| 00:13:45 | 00:13:48 | know in the comments below thanks for |
| 00:13:47 | 00:13:49 | watching our video if you found it |
| 00:13:48 | 00:13:51 | useful give us a thumbs up below we |
| 00:13:49 | 00:13:52 | release a new video at least once a week |
| 00:13:51 | 00:13:57 | so if you want to see more from the paid |
| 00:13:52 | 00:13:57 | media pros channel be sure to subscribe |
| 00:14:03 | 00:14:05 | you |
