Healthcare professionals (HCPs) are an important target group for many companies in Life Sciences & Health. A research by Veeva shows that 70% of HCPs are digital natives and collect information online. For example, they use LinkedIn to profile themselves, network and to take subject-specific information. For companies that want to reach HCPs, a business page on LinkedIn offers many options and functionalities to give the organization a face. In addition to sharing small updates with text or images, it is possible to share videos or long articles. By sharing links, the target group is only one click away from, for example, a webinar or whitepaper on your website. Advertising makes it possible to generate a large reach in the short term.
Setting up a new ad campaign in LinkedIn’s Campaign Manager starts with selecting one of the seven marketing objectives.
Figure 1: Objectives within LinkedIn’s Campaign Manager.
Choosing the right objective is the basis of a successful campaign. The objectives support three levels of the marketing funnel: awareness, consideration, or conversions.
Choose brand awareness if you want to distribute your content under as many HCPs as possible. This goal maximizes the number of views your ads will get on LinkedIn.
By choosing the website visits advertising objective, your ads are shown to people who are more likely to click on your ad. This objective is suitable if, for example, you have published a long article or news item on your website.
Choose engagement if you want to increase engagement on your content. This objective provides more likes, comments and shares.
The video views objective maximizes the number of video views.
Via the objective lead generation, it is possible to generate leads within the LinkedIn platform. Users who click on your ad will be sent to a lead form that is automatically filled in with their LinkedIn profile information. Ideal if, for example, you want to distribute a whitepaper among relevant HCPs.
With website conversions, you reach people who are very likely to convert on your website. To make use of this objective you need to enable conversion tracking within LinkedIn.
Reach new talent by promoting vacancies through the job applicants’ objective. LinkedIn will show your ads to people who are likely to view the job posting thus attracting more applicants.
What sets LinkedIn apart from other platforms is the business targeting options. In order to get the best result from these options, it is important that you know the target group well. For example, in LinkedIn’s Campaign Manager, you can target HCPs by function, education, school, or skills. In addition to individuals, it is also possible to target companies by industry, company name or company size.
Another form of targeting on LinkedIn is LinkedIn Matched Audiences. This functionality combines the powerful data of LinkedIn with your own data to reach the right target group on LinkedIn. For example, with Matched Audiences, you can retarget visitors to your website. In addition, you have the option to securely integrate contact lists with companies or email addresses in LinkedIn. After creating a Matched Audience, create a lookalike audience. This LinkedIn function is looking for people with similar characteristics.
Now that you have chosen an objective and have defined the target group, it is time to design your advertisement(s). This can be done in various ways.
With this form of advertising, your ads will appear as an update in the newsfeed of your target group. That is exactly where HCPs search for relevant information within their field. Sponsored content can be an image, but also a video or link image. Promote posts you’ve previously posted on the company page or create entirely new ads in the Campaign Manager.
Figure 2: Sponsored content in the newsfeed. Source: LinkedIn.
Sponsored InMails are private messages that end up in the inbox of your target group on a large scale. It is an amalgamation of email and chat. Sponsored InMails have an average open rate of 52%. It is a form of advertising that is more personal than, for example, sponsored content.
Figure 3: Sponsored InMail. Source: LinkedIn.
With Dynamic Ads, LinkedIn uses information from the user’s profile to automatically personalize the ad. As a result, the ad appeals more. Dynamic ads appear on a desktop on the right side of the screen.
Figure 3: Dynamic Ads. Source: LinkedIn.
Text Ads appear in the right column of the LinkedIn desktop interface and contain a small visual and short message of up to 100 characters. It is easy to create multiple Text Ads with different texts and images at the same time. This way you can find out which ad best suits the target audience.
Figure 4: Text Ads. Source: LinkedIn.
In the LinkedIn Campaign Manager, you have the option to set a daily budget and a total budget. This allows you to always keep a grip on the campaigns. By setting a total budget, you never spend more money than you have planned. Setting a daily budget ensures that LinkedIn gradually spends your budget. This gives you time to optimize your ads. If you put two or more campaigns live at the same time, it’s important to make sure they don’t compete for the same audience. If advertisements compete with each other, the CPC (costs per click) or CPM (cost per thousand impressions) can rise.
Medical Digitals employs experienced advertising specialists who are happy to help you set up or optimize LinkedIn advertising campaigns. Do not hesitate to contact us. Mail to firstname.lastname@example.org or call 020-3080208.
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