Advertise On LinkedIn Home Option Screenshot

A Beginners Guide to LinkedIn Ads

By | Social Media | No Comments

Written by Nicolas Vargas
 
LinkedIn advertising is a service which allow users to create and manage ads within this professionals networking platform. LinkedIn Ads are supported in more than 50 countries around the world and the service is supported in many languages.
 
If you’re wondering why you should try LinkedIn Ads, you have to keep in mind that LinkedIn is the world’s largest professional social network which means you can reach influencers or decision makers such as Business owners and Marketing Directors, which could be a good opportunity for almost any kind of business.
 
Currently LinkedIn Ads offer two pay options (PPC) or (PPM):
 
Pay per click (CPC) : As with many other platforms you pay only when someone clicks on your ad, the minimum bid required for LinkedIn is $2.00
 
Pay per impression (CPM): With this option, you pay when your ad has 1,000 impressions.
 
The only payment method currently available on LinkedIn ads is credit card and you can’t pay in advance for your ads
 
Where Can you see your ads?
 

  • Other Users Profile Page
  • Users Home Page
  • Users Inbox Page
  • Search Results Page
  • LinkedIn Groups Pages
  •  
    Here you can see an example of an Inbox page with LinkedIn Ads, all the other pages have the same ads sections
     
    LinkedIn Ads On Inbox Pages Image
     
    LinkedIn also offers promotional coupons to encourage people to use LinkedIn ads, but be careful, when you exceed the credit on your coupon you will be charged.
     
    Note that you have to pay a $5 activation fee, even if you have a LinkedIn Advertising Promotional Coupon.
     
    The Process to Create an Ad
     
    1) First of all you need an account in LinkedIn. It can be either a personal or a business one, so just login into your account, go to the home section and click on “Advertise on LinkedIn”
     
    Advertise On LinkedIn Home Option Screenshot
     
    LinkedIn Ads Start Now Image
     
    2) Linked in will ask you for an ad campaign name, Ad Language and the Media Type (Basic for image and text)
     
    You can choose between two options for your ad destination – website or LinkedIn Profile There’s no difference between the ads if you choose a website vs LinkedIn profile as your landing page.When it comes to the landing page selection, it’s up to the aim of your ad . For example, if you want your customer to register for your newsletter you probably will use your website, but if you want to increase your followers on LinkedIn you will use your LinkedIn profile as a landing page
     

  • Write the headline (Max 25 characters)
  • Description (Max 75 characters)
  • Add the image (50×50 pixels) if you want an image ad. In this example we made a text ad.
  • The ‘From’ section allows you to add your business name, from a list of Institutions which are within your profile
  • The Ad variation option is useful for A/B tests for multiple ads
  •  
    LinkedInd Ad Maker Interface Image
     
    3) Targeting: You can target your audience using these options
     

  • Location: Country, Area
  • Company: By name or Category
  • Job Title: By Job title or Job function
  • School: Name of the school
  • Skills: List of skills
  • Group: LinkedIn Groups you want to target
  • Gender: Male or Female
  • Age: 18 to 55+
  •  
    Linked In calculates your estimated audience based on your targeting.
     
    Here is an image with the estimated Audience for our example.
     
    LinkedIn Ads Estimated Audience Box Image
     
    4) Payment options
     

  • Payment Options: here you can choose CPC or CPM
  • Daily Budget: The minimum amount is $10 per day
  • Lead Collection: Include a button in your ad which helps users contact you It is Free
  • Campaign Duration: here you can choose how long your campaign will run for.
  •  
    5) Finally there will be a normal checkout process where you enter your payment information.
     
    Want to Learn more about LinkedIn Ads?
     

  • Best Practices for Advertising on LinkedIn
  • Google Webmaster Tools: An Introduction to the Data Highlighter Tool

    By | online marketing, Uncategorized | No Comments


     
    By Nicolas Vargas
     
    Google’s new Data Highlighter tool uses browser experience which makes it easy for non-programmers to use because you don’t have to change the HTML. The aim of this new Google Webmaster tools feature is to make it easier to add structured data markup on your web pages. It is currently available in English at the moment but Google are planning to add more languages in the future
     
    The process is pretty simple and I’ll explain it in detail later, but broadly it works in this way:
     
     

  • You tag the content you want to mark up with microdata using your mouse (at the moment you can just tag events)
  •  

  • You publish it (meaning you submit the structured data to Google).
  •  

  • Google will then use that information to improve the  search results, including your structured data to present your search entry more “ attractively”
  •  
    Getting Started
     
    1) Go to your Google Webmaster Tools Account and choose ‘Optimisation’
     
    Webmaster Tool Optimization Option image
     
    2) Click on Data Highlighter Option
     
    Data Highlighter Option Image
     
    3) Click on Start Highlighting
     
    Start Highlighting Tool Image
     
    4) Write the Url of the page where your events are listed
     
    Highlight Tool Add page URL Image
     
    5) In this example I chose a page on MooMu Media’s blog, even though it is currently only available for events, just for an example.
     
    Select the data on your page that you want to highlight, keeping in mind that there are some required spots . Choose the appropriate tag from the drop down.
     
    Highlight Tool Moomumedia Page Example
     
    Here there is a table with all the data you can include
     
    Highlight Tool Data Items Box
     
    6) Click on the done Button once you’re highlight all the data you want
     
    Done Box Highlight Web Master Tool
     
    7) You can add pages that you want Google to Auto-tag, by choosing ones yourself (Custom) or the ones Google considers related.
     
    Create a Page set Box Highlight Tool Image
     
    8) Once you create the set, you have to repeat the process on at least 5 pages, and then Google can understand the data you are highlighting and can make the rest for you.
     
    9) Finally, you can check if the information on your events is correct before you publish them.
     
    Publish box Highlight Tool Image

    15 Ways to Stop Wasting Money on Google Adwords

    By | PPC | No Comments

    by Tracy Mu Sung

    Runaway Adwords Budget

    Run Away Budget: This is a hilarious image I always think of when I think of the term “run away train”. Genius image by The Oatmeal

    One of the most persistent complaints I hear about Google Adwords is that it is a waste of money. I hear it mostly from small and medium sized businesses who have started up an Adwords campaign on their own, only to see their funds quickly run down the drain without knowing exactly what business impact it has has had. I have also heard it from businesses who have entrusted someone to manage their Adwords, and then the only thing they see or hear about it after that is their monthly invoice.

    These kind of experiences more often than not turn people off Adwords completely. But it doesn’t have to be like this! I’m telling you, there are lots of ways you can save your money on Adwords and make sure it only goes towards targeting good customers/prospects. It’s all about putting limits on your account and making it measurable.

    On the Settings Tab

    1. To stop a run-away-train budget on your first day – limit your budget to a smaller amount than you might normally want, just so you can see what the market is like for the terms you are targeting.

    2. Limit geographically – If you can’t service people in other states, target only your state. Make sure the geographic reach of your ads suits your business. You can even trial your ads in a small location and then slowly expand once you find what works and what is affordable.

    3. If you are doing a campaign to the Google results page, make sure you have not opted in to the Google Content network

    4. Think carefully about whether you want to spend money on mobile. Are these customers valuable? Is your site mobile-ready? If not, make your campaigns desktop only (or maybe tablet as well). This way you won’t waste money on clicks from people on mobile devices who can’t convert.

    5. If you are very worried about your budget, you can choose to have your keywords not include plurals or misspellings
    Google Adwords Misspellings

    6. If there are times or days when you know that your advertising is less effective (e.g. are your prospects more primed during the week or weekend)- you can schedule your ads to not show at certain times

    On the Keywords Tab

    7. Keyword Matching – Don’t put everything on broad match. I see many accounts set up with only broad match keywords – mostly because there isn’t enough knowledge of the other types. I would recommend starting with tightly matched keywords (exact or phrase). If traffic isn’t enough, add broad match modified. I would only go with broad after a lot of experienceGoogle Adwords Keyword Match Types

    8. Keywords – Start out by matching your keywords closely to your products or services. E.g. if you sell netball skirts – don’t target broad terms like sporting clothing or netball. Be very specific. Then, when you have successes, you can slowly expand.

    9. Negative keywords – did you know about negative keywords? Read more about negative keywords and then get some for your own campaign. (e.g. free, second hand, advice, etc).

    10. Check your Search Terms. This is a report different from your keywords, because it is what people actually typed in to Google. From this list you can add keywords, or make new negative keywords. It lets you see exactly where your spend is going.
    Searched Term Report in Adwords

    On the Ads Tab

    11. Ad copy – if you can, try and make your ad copy very specific for the people you want to click. E.g. if you are selling products for builders which aren’t suitable for the public, you might write terms like “Trade Only” or “Commercial Only” in your ad copy. (Note this doesn’t dissuade everyone, but it can help reduce wastage).

    12.Make sure your landing page is as accurate as possible. Don’t send all traffic to the home page, or even a category page. If you have adgroups that are product-specific, make them go to the product page. You can even have URLs at the keyword level. By sending traffic to the most relevant page for their search, you increase the chance of a conversion.

    Tracking

    13. Make sure you have Google Analytics on your site (MUST have for any website really).

    14. Link your Adwords Account with Analytics. (It’s kind of easy) Then you can see how long your Adwords traffic is spending on your site, what pages they are interested in, and where you can cut some spend!

    15. Set up conversions in your Adwords. Either through putting conversion tags on your site OR importing analytics goals. This is really important so that you know what actions are resulting from your spend.

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