I am delighted to have Jay Rathell here on this podcast. This is not his first time on the show, and I’m glad he could come here again. In this podcast edition, we discussed the top tips for LinkedIn ads, and he gave a few tips for LinkedIn users.
Here are some highlights from the Let’s Talk Marketing with NDUB podcast.
This is Episode 104 – LinkedIn Podcast of Diamonds with Jay.
Jay Rathell
I’m Jay, a social expert in higher education. I help colleges and universities increase student enrolment. I work on Facebook and LinkedIn daily, so I’m used to the nitty-gritty of both platforms.
Nathan Webster
Okay, cool. And so LinkedIn is something you do regularly, right? I want to make sure it’s clear for the listener; I just don’t bring on anybody.
Jay Rathell
Yeah, I do it regularly, no worries.
Nathan Webster
How would you advise the marketers to reach out to their audience on LinkedIn? How do they even get the perfect audience for their business?
Jay Rathell
Yeah, there are a lot of paid social platforms out there, but people need to understand LinkedIn is not Facebook, so they should be treated differently to get the best results, and I learned this the hard way.
They are two very different things, and you must treat them differently. On Facebook, you can do E-commerce. It’s so expensive to get clicks on LinkedIn, so your ad budget should be quite high. Anything you do for paid media, you must know your numbers; know what you want to pay for and what you’re getting out of that, so it’s not just a matter of getting the clicks through there; it’s more about what are your conversion rates like? It has to make sense at the end of the day!
So, Facebook and LinkedIn use different algorithms. Yeah, Facebook is slower and more touchy, but LinkedIn is faster. Before you can make changes to your ads on Facebook, you wait a couple of days, but on LinkedIn… at the end of the day, it’s up and running.
On the other hand, Facebook and LinkedIn have different metrics. LinkedIn has a higher quality audience, but they charge more, and it has a low click-through rate, but it gives an effective outcome and result. You need to ensure that your spending is not more than your revenue.
On LinkedIn, you have to make sure you don’t overbid; try to find a balance.
LinkedIn Ads
When you are targeting LinkedIn using job titles, you do the job titles and layer your market targeting also. It’s not wise to bank on only job titles; you have to layer them and think of broader operation targeting and other stuff.
You can also check the country to which your ads are mostly delivered. You can get rid of salespeople if you don’t want them in your targeting, as there is no style with many clicks without a landing page.
Creating a good tag list and job titles is important also. If you have set up Facebook ads before, you would have come across “retargeting,” that is, Facebook will find a similar audience to what you put in. LinkedIn and Facebook ads make getting to the perfect audience for your business easier. You must do proper research and find the right audience to pitch your detailed targeting. LinkedIn is somewhat different because it has an “unclick this” button when you make a mistake. So on LinkedIn, when you put targeting on the check box, you don’t need to click on it because it is less efficient and a waste of money.
Nathan
I just want to say to you all. This is not the time or place you should check many boxes. I’m just trying to keep it real with you all, and it’s all about understanding and looking at the numbers.
This is where it is better to pay an expert to do it. But I did have one client I haven’t heard from since. Because they thought they could do it, I asked if they wanted me to do it? Or if they would do it themselves, they chose to do it by themselves. they opted to do it and the results aren’t there.
So now, don’t get mad when things don’t work out the way you want. It doesn’t always work out. There’s a science to it. So I just want to put that out there for those who feel they can figure it out on their own. You can, but there is a price to pay.
Jay
And lastly, don’t go for the kills right away; you need to take your time and follow the step-by-step procedures and strategies. Your offer has to be valuable to your audience. They have to learn something from it. It has to be useful content for them to get a perfect outcome. Stay away from checkboxes, slow your role, and then don’t make decisions based on “a time.”
Summary
Anytime you’re allocating money for advertising, know your numbers so the ROI (aka, return on investment) has a higher chance of converting. The strategy should be mapped out before the ad execution, so you can pivot when the ad isn’t working out.
LinkedIn and Facebook are two different platforms, and you must take time to understand the use of targeting and analytics. Your ad should be quality-driven and have detailed targeting, and you should focus on both platforms after you understand the statistics.
I recommend hiring an expert to help you with the LinkedIn ads. This will help you to run an effective marketing campaign.
Other Benefits Of Hiring An Expert Include
- Hiring an expert helps you to have a clear understanding of the strategy.
- By hiring an expert, you will have a huge advantage in terms of efficiency and the result of your marketing campaign.
- Ad execution takes time because experience matters, so it takes time to understand these platforms, their analytics, and the bid (price).
- You need to invest in your ad strategy to convert into website visits, sales, and leads.
- An expert’s experience will help you ensure you are going in the right direction to get the best ROI (return on investment).
So, if you want Jay to set up proper LinkedIn ads, you can contact him at https://yamaro83.com/, and everything will be revealed to you.
Make sure you listen to the whole podcast on iTunes or Soundcloud below.
