- Jennifer Esty
- March 23, 2023
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The LinkedIn advertising platform has evolved quickly in recent years. What started out as a clunky interface with limited audience options and just a single advert format (the humble Text Ad), has matured into a more refined user experience with sophisticated targeting options that are a treasure-trove for B2B marketers.
Their newer Sponsored Content ad format is – on paper – better than it’s predecessor in almost every way. Benefiting from a large image or graphic, a generous character limit, a clear call-to-action button, and prominent news feed placement, you can expect a well-performing ad to generate a click-through-rate of 0.35-0.45%, according to LinkedIn.
Side-by-side the original Text Ad format looks somewhat meagre, tucked away to the right of the screen with just 50×50 pixel thumbnail image, 25-character headline, and 75-character description. And with a CTR of 0.12% being considered by LinkedIn as a ‘good’, it might leave you wondering: why even bother with Text Ads at all?
On the face of it a Text Ad with 10,000 impressions and 1 click might not feel like value added. But if your campaign is set to bid for clicks rather than impressions, then this should be considered a success. Where else would you be able to get your brand in front of a well targeted audience of B2B decision-makers 10,000 times for less than the price of a cup of coffee?
If you have already created a sleek Sponsored Content campaign, then you’re only a few clicks away from setting up some complementary Text Ads. Your audience has already been defined and refined, so why not utilise this and reinforce your sales-focused messages with brand-building creative?
With specialist B2B products and services, there is a good chance that your audience isn’t big enough to run remarketing ads on LinkedIn. Text Ads are a great alternative, enabling you to keep your brand front-of-mind with the same prospects that have likely seen your Sponsored Content ads.
So whilst they might not boast impressive enough CTRs to hinge an entire lead generation campaign on, their power to generate brand awareness for pennies is the reason we think LinkedIn Text Ads are one of the best kept secrets in B2B brand advertising.
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