LinkedIn is always trying to keep up with the times and offer more value for its users. It's no surprise that they recently launched Sponsored Updates that allow LinkedIn users to engage in targeted advertising.
Before now, company page visibility was limited to its followers, more or less. With paid advertising, companies had the capability of advertising on the LinkedIn site, but these ads may not be as effective as the newest offering.
Just rolled out in the last week, the Sponsored Updates allow for a company to promote any status update made from the company page. You can see some quick demos for setting up a Sponsored Update at the bottom of Linkedin's blog post; however, if you've ever set up an ad in Facebook, it will be old hat to you.
The Sponsored Updates allow you to choose one of your recent updates made in LinkedIn, along with a myriad of options for who you want the Sponsored Update to show to. You can choose from job title, job levels, industries, geography, and even age and gender demographics.
As you go through the setup process, a running tab along the right hand side will let you know how many potential LinkedIn users you may get in front of.
Once you've got the criteria set up how you'd like it, you'll go to the payment options. You will be able to pay per click or per impression.
On an initial test run, I found that my pay per click for a fairly limited and specific target base was approximately $4.32 per click, as opposed to $19.95 for cost per impressions.
That seems a bit higher than Facebook advertising, especially for the impression option, but if you're in the B2B market, this could be well worth the cost.
It's too new to gauge interest, bugs, or potential success, but it'll be a good tactic for companies to take for a test spin. I predict that, especially in the B2B sector, these Sponsored Updates will be more successful than Facebook or Twitter advertising.
What are your thoughts on LinkedIn's newest advertising option?
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