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- Detailed Targeting Options: Users appreciate the extensive targeting options available on LinkedIn, including company and industry …
Overview
What is LinkedIn Marketing Solutions?
LinkedIn Marketing Solutions is a recently (2015) expanded marketing platform for reaching audiences through the popular Linkedin work-oriented social network that includes modules like the Lead Accelerator (supporting segmentation features to improve conversion), Sponsored Updates, LinkedIn Onsite Display, LinkedIn Network…
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What is LinkedIn Marketing Solutions?
LinkedIn Marketing Solutions is a recently (2015) expanded marketing platform for reaching audiences through the popular Linkedin work-oriented social network that includes modules like the Lead Accelerator (supporting segmentation features to improve conversion), Sponsored Updates, LinkedIn Onsite…
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What is LinkedIn Marketing Solutions?
LinkedIn Marketing Solutions Technical Details
| Operating Systems | Unspecified |
|---|---|
| Mobile Application | No |
Frequently Asked Questions
LinkedIn Marketing Solutions is a recently (2015) expanded marketing platform for reaching audiences through the popular Linkedin work-oriented social network that includes modules like the Lead Accelerator (supporting segmentation features to improve conversion), Sponsored Updates, LinkedIn Onsite Display, LinkedIn Network Display, and Sponsored InMail. While still at its core a social marketing engine, Linkedin Marketing Solutions now presents a more comprehensive B2B advertising platform. The Linkedin Text Ads module supports both pay per click (PPC) and cost per impression (CPM) pricing models.
The platform is used by many well-known companies, including Adobe, Citi, General Electric, HP, and many others. It integrates technology from Bizo, a company and platform acquired by LinkedIn in mid-2014.
Reviewers rate Support Rating highest, with a score of 8.6.
The most common users of LinkedIn Marketing Solutions are from Mid-sized Companies (51-1,000 employees).
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TrustRadius Insights are summaries of user sentiment data from TrustRadius reviews and, when necessary, 3rd-party data sources. Have feedback on this content? Let us know!
- Recommendations
Users recommend the following when using LinkedIn Marketing Solutions: Use original content for LinkedIn ads and have a clear understanding of customer personas before launching an ad campaign. It is advised to have a solid plan and budget in place. Connect with a LinkedIn Marketing Consultant for tips and tricks. Consider the cost and benefits of using LinkedIn Marketing Solutions, especially for B2B marketing. Try synchronizing it with Salesforce for better results. Define the target market and utilize LinkedIn's promoting instruments to generate qualified leads at a B2B organization. Don't rely solely on LinkedIn for demographic questions and consider other options. Start by promoting a post on the LinkedIn page and play with targeting options. Overall, users find LinkedIn Marketing Solutions to be a useful tool for B2B marketing, especially in reaching their target audience.
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February 26, 2019
LinkedIn Ads Useful for Applied B2B Lead Generation, but Needs Work
Our agency uses LinkedIn Marketing Solutions for B2B clients that are having a tough time getting qualified leads through other means. Sometimes, it is hard to get the right leads using Facebook or Google ad networks, and LinkedIn offers a more professional/business-level platform. Though LinkedIn isn't as ubiquitous as FB or Google, it has audience refining features that make it better for B2B clients. We typically don't use LinkedIn unless we're not getting the performance from other sources, but we have also utilized it alongside other ad platforms to generate interested and drive consideration.
- By company and industry targeting means, you can create detailed campaigns specifically targeting an industry you're looking to break into. This allows you to craft a message that resonates with a specific industry or company, rather than relying on an affinity or interest on other platforms.
- Job title or seniority level targeting allows you to refine your target demo to the decision makers. If you have a product or service that needs to go to a c-suite customer, you can target just that group or title. Or, if you know exactly the titles you want to hit, such as Facilities Manager or Human Resources Supervisor, you can craft a message and targeting profile that gets your ads in front of them.
- One of the best ad products I've found is Sponsored InMail. Though it is pricey, it offers a more direct-mail style ad product without the additional hassle of email list rental, mailing service, or similar services. This puts you in the inbox of those you target. Though it is mostly just in the LinkedIn inbox, many people also get a push notification and an email alert from LinkedIn in their email inbox. This is pretty valuable, and the prices aren't exorbitant considering how powerful the targeting can be.
- The Campaign Manager is not good. It seems like the Campaign Manager (where you create and manage your self-serve ad campaigns) is buggy and doesn't have a good flow. Contrast with FB Ad Manager of the Google AdWords/Ads interface, which has a much more simple process to create and edits campaigns, ad groups, ads, keywords, audiences, budgets, etc. LinkedIn Campaign Manager seems to actively work against you trying to make changes to your campaigns.
- LinkedIn Campaign Manager offers three options: sponsored content, InMail, and text ads. LinkedIn used to offer other ad services that you couldn't access unless you had a "managed ad account" run by LinkedIn Staff with a dedicated monthly ad spend. It seems most of those "hidden" features have disappeared, though you still have to contract with LinkedIn to offer dynamic ads. It would be better if LinkedIn empowered marketers to create the ads they want. (Perhaps with a dedicated acct. manager like how Google Ads works.)
- This is silly, but it isn't easy to navigate to Campaign Manager. I have a bookmark for Campaign Manager because if you want to click there through LinkedIn, it takes 2 or 3 different screens to get to Campaign Manager. In my opinion, when you click the "Work" dropdown from the LinkedIn header (by your profile picture) you should have a link to Campaign Manager.
- LinkedIn, in recent months, has made substantial changes to the Ads platform and Campaign Manager. Though these changes work to address some of the above issues, LinkedIn still has quite a ways to go before their platform is on par with their competition.
- As an agency, LinkedIn gives us one more way to demonstrate worth: we're managing the LinkedIn page of many of our clients, and this is demonstratively an improvement from before.
- Also as an agency, LinkedIn ads allow us to offer an additional way to get leads in the door. When we've struck out on other ad programs, we usually try LinkedIn Ads before moving on to a higher investment channel (such as list rental).
- Google Ads (formerly AdWords), Google Ad Manager, Facebook for Business, Twitter Ads, Bing Ads and Yahoo! Advertising
I think LinkedIn, though a niche product, is not quite as good as Google or Facebook Ad platforms. LinkedIn feels more like Twitter Ads platform circa 2012, with the lower view count. However, LinkedIn Ads has a great amount of targeting options that are useful when attempting to reach certain demos, especially professions. Because of this powerful targeting, LinkedIn Marketing will always be an option in my arsenal of ad platforms.
- Overall campaign creation has an odd flow, and individual ad variations are all siloed. In comparison to FB and Google, LI is set up to basically create ads with Campaign level targeting and budgeting, while Campaigns are groupings of ads that have a similar format, and Campaign Groups are just groups of campaigns within an Account.
- Editing Ads can be troublesome, as the multi-step process of creating/editing an ad is the same, and each step must be reviewed, instead of directly changing the copy or title and saving.
- NOTE: The "new" or "beta" Campaign Manager has addressed many of the issues I've discussed in my review, though it still has a ways to go. The "old" campaign manager had a very nonsensical campaign/ad creation tool. The new version now allows you to place audience selection and budgeting into the campaign, rather than an individual ad.
March 10, 2017
Spend less time running successful campaigns
Currently the marketing team is using LinkedIn Marketing Solutions to create inbound leads, awareness and to nurture potential prospects.
- The tool is easy to use.
- The support available is useful.
- Built in testing makes it easy to experiment with different content.
- Targeting isn't great. With all the information LinkedIn has about its users I feel as though the targeting can be much better.
- Clicks are very expensive causing spending to be much higher than Google AdWords. If the targeting was better it would help to decrease wasted clicks that you see when you have more general type targeting.
- Hard to track conversions within the tool. I need to set up utm links to be able to track conversions within Hubspot or Google Analytics.
- It has increased our website traffic.
- It has brought in some good quality leads that have converted.
- It has definitely helped our awareness efforts.
I think LinkedIn Marketing Solutions is much easier to use than Google AdWords. That being said Google AdWords has much better targeting and doesn't cost as much if you know how to properly use the tool. LinkedIn Marketing Solutions clicks are generally more expensive, but have better quality leads with higher conversion rates. From an awareness perspective, it does a much better job than Google AdWords. From an investment standpoint, LinkedIn Marketing Solutions is better because you don't have to spend as much time or money learning how to use the tool. The support is much better than AdWords.
No
Didn't know that there was an option to pay for premium support.
Yes
Yes
No
- Creating ads and testing them
- Setting up a campaign
- Setting up the budget
- Tracking conversions
- Targeting