LinkedIn is the number one digital platform for marketing B2B.
What sets LinkedIn apart from other social networks is that of its 740 million users, the majority of them are business professionals. This makes it an attractive medium to advertise products and services of interest to those working in certain industries or specific job roles.
Moreover, LinkedIn is also an effective advertising platform as many of its members have buying power within their organisations or can influence someone who does. They can be persuaded, through advertising campaigns, to buy goods or services for business use, typically with values far greater than B2C markets.
Azzurro uses its expertise in PPC advertising to help you reach and influence your target audience; boosting conversions through strategically planned ad campaigns. If you are a B2B company, you should seriously consider LinkedIn ads as part of your marketing mix. After all, it is the number one platform for lead generation, with all the right tools to select and target decision-makers on a more personal level.
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We approached Azzurro looking to reposition our brand with a new website design and a range of supporting, brand-centred marketing collateral. Their team listened to our requirements and worked with us to understand our brand message and target market. Their impactful designs captured exactly who we are and who we want to reach through our marketing.
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There is no set price for a LinkedIn ad, as they are priced through an auction. As a result, the bid price required to win an auction and secure an ad placement is dependent on how much competition there is and how much your competitors are willing to pay to advertise to reach the people in your target market. The required bid price may vary significantly based on demographics, geographical location, or industry.
First, decide your objective. There are three types of objectives: awareness, consideration, and conversion. To determine which one is right for your ad campaign, think about what you hope to achieve and what results you want. Are you trying to raise brand awareness? Or are you more interested in driving traffic to your website? Or is your main focus on lead generation and boosting sales?
Secondly, set your budget and how much you are willing to spend on the ad campaign and your bid price. Your bid price can be CPC (cost-per-click), CPM (cost-per-impression), or for message ads CPS (cost-per-send). You are completely in control of your budget and bid price, and they can be changed at any time to ensure you never overspend.
Once you have set your budget and bid price, it is time to select your target audience. You can select standard targeting criteria like the demographic and geographic location, and also more job-specific criteria such as job seniority, company size, and job title.
Next, choose the ad format and add the creative elements like text, image, or video, that will make up your ads. Once that’s done, it’s time to launch the campaign and watch how it performs using the LinkedIn campaign manager tool which allows you to see key data and metrics about your ads and their effectiveness.
In 2021, the average price for a 30-second TV commercial at halftime in the NFL Superbowl was $5.6 million. Brands are willing to pay millions for that specific timeslot because they know what advertising can do to increase sales if they are able to reach a huge audience. Rarely is there a time when a brand can get its message out to approximately 90 million people at once, so it’s not difficult to see why it is such a lucrative timeslot. Advertising is a valuable and powerful tool and if used effectively can generate more sales. You don’t need huge budgets to achieve results. Targeted advertising that reduces waste and reaches the people who matter can be achieved with modest budgets for an attractive ROI.
Traditional advertising is essentially the form of advertising that was around pre-internet and is still with us today. There were two classifications: above-the-line advertising and below-the-line advertising. Above-the-line covered the mass media of press, TV, radio, cinema, and outdoor. Below-the-line referred to smaller, targeted forms of advertising such as brochures, leaflets, sales promotion, exhibitions, sponsorship, and merchandising.
Digital advertising is any advertisement that uses online methods to spread marketing communications. This includes pay-per-click (PPC) advertising on search engines like Google or social media platforms like Facebook, Instagram or Twitter. It also includes advertising on publisher websites that come in the form of banner ads, or site takeovers. Native advertising is another form of digital advertising that you often see on publisher websites with sponsored links to external content.
Both traditional and digital advertising are used by brands to reach and influence their target audience.
In general, there are four distinct types of LinkedIn ads …
Sponsored Content: Ads that are shown in a person’s LinkedIn feed and can be made up of a combination of text, image, or video elements. There is also the option to have a ‘carousel’ format where several ad images can be shown in one ad that LinkedIn members can swipe or scroll through.
Message Ads: Ads that are sent through in-mail to a person’s individual LinkedIn messenger mailbox.
Dynamic Ads: Ads that use personal data from a person’s profile to create a custom ad for that individual.
Text Ads: Ads that only use written text content.