Social Platform Claims LinkedInAudience Network Expands Reach up to 25%
Advertising on LinkedIn recently became more accessible for small business marketing budgets, so it’s worthwhile to delve into the intricacies of the ad platform. You may find find LinkedIn ads are more complex to setup and manage than Facebook ads, but they can still be worth the effort.
One option presented to the advertiser is placement in the LinkedIn Audience Network. This network includes unspecified affiliate partner apps and websites, much like advertising with Google Display Ads.
How to Customize Your LinkedIn Audience Network Placement
As with any affiliate ad network, you should customize your placements to prioritize channels where your target audience is active. In the case of LinkedIn, advertisers are given the choice to exclude certain categories. Here’s one example of customizing the LinkedIn Audience Network for an audience of salespeople.
The True Benefit of the LinkedIn Audience Network is Reduced CPC
When I ran a test with a client’s ad set, I found activating the LinkedIn Audience Network reduced the campaign’s cost-per-click (CPC) by more than half. Deactivating the expanded audience network is so cost-prohibitive that most ad campaigns can’t possibly earn an ROI without it.
But why is the CPC reduction so dramatic?
LinkedIn Doesn’t Have Enough Daily Active Users to Meet Demand from Advertisers
Around the world, 260 million users spend about 17 minutes per month on LinkedIn. Daily, 104 million people login, and 30% of those are in the US. Let’s say about 30 million Americans login to LinkedIn each day.
These numbers may sound large, but compare them with the universe of all global internet users— 4.57 billion. In the US, there are 288 million active internet users. And most of them are certainly spending more than 17 minutes on the internet each month.
By developing partnerships with other websites and platforms, LinkedIn can reach its users with advertising across the internet, even when those users aren’t checking LinkedIn.
To explore if LinkedIn advertising is right for your small business, contact us.
