De juiste biedstrategie voor uw LinkedIn-advertenties

Why is understanding bidding strategy essential for social ads?

What exactly is a bidding strategy and why does it matter for your LinkedIn ads? Simply put, your bidding strategy controls how much you pay to show your ad and who sees it. Choosing the right strategy can dramatically boost your results while keeping costs low.

For example, if you want more website conversions, picking a bidding strategy focused on actions like clicks or conversions will help. Without it, you might waste budget showing your ad to people unlikely to engage.

Think of it like entering an auction: you bid for space to show your ad to your target audience. The right bid increases your chances of winning that spot and reaching the right people. Understanding this can save you money and improve campaign performance.

Have you ever wondered why some ads you see seem more valuable or engaging? Behind the scenes, bidding strategy plays a key role in deciding which ads appear on your feed.

How do you select a bidding strategy?

So, what exactly are you bidding on with LinkedIn ads? Imagine your target audience is accountants who run their own businesses. When one of them scrolls through LinkedIn, LinkedIn runs a quick auction between you and your competitors for that ad spot.

LinkedIn scores every ad based on three factors:

• your bidding strategy
• how much you’re willing to pay per click, impression, or other action
• how relevant your ad is to the audience

If your ad scores highest, LinkedIn shows it to the accountant. But if you bid too low or your ad is less relevant, your competitor might win the spot. This auction system means your bidding strategy directly impacts who sees your ads and how often.

How do you know which bidding strategy to choose? It depends on your campaign goals. If your goal is brand awareness, paying for impressions makes sense. For driving website visits, paying per click might be better. For video views, you’d pay per view.

Setting the right bid amount is also crucial: too low, and you won’t win enough auctions; too high, and you might overspend. LinkedIn often suggests bid ranges to guide you.

Bidding strategies explained with examples

LinkedIn offers several bidding types. Here’s a quick guide with examples to help you choose:

1. Automated bid: LinkedIn chooses your bid to get the most impressions within your budget. For example, if you have a £500 budget, LinkedIn will adjust bids dynamically to maximise ad exposure.
2. Maximum cost per click (Max CPC): You set the highest amount you’ll pay per click. Suppose you set £2 max CPC. LinkedIn aims to keep clicks below that price. Ideal for campaigns focused on website traffic.
3. Enhanced cost per click (Enhanced CPC): You choose a bid amount, but LinkedIn can increase bids for users more likely to convert. If your base bid is £2, LinkedIn might pay £2.50 for high-potential clicks, getting more value over Max CPC which pays flat rates.
4. Maximum cost per 1000 impressions (Max CPM): You pay based on how many times your ad is shown. For awareness campaigns, setting £10 max CPM means you pay up to £10 per thousand impressions.
5. Maximum cost per view (Max CPV): Used for video ads. If you set £0.05 CPV, you pay when someone starts watching your video, helping you pay only for engaged viewers.
6. Target cost: You set a cost target per key result, like leads or conversions. LinkedIn automatically adjusts bids to keep your costs near this target, aiming for consistent ROI.
7. Cost per send: Used only for Sponsored InMail campaigns. Set how much you’ll pay to send each message, for example, £1.50 per send.

Bidding strategies and when to use them

When should you use each strategy? Here are some quick pointers:

• Automated bid: great for beginners or to get the most impressions on a small budget.
• Max CPC: good when you want control over click costs and aim for direct response campaigns.
• Enhanced CPC: best if you want LinkedIn to optimise for conversions while retaining bid control.
• Max CPM: ideal for brand awareness or video views without paying for clicks.
• Max CPV: perfect for video ads where the goal is to maximise views.
• Target cost: useful when you want consistent costs per lead or conversion by letting LinkedIn optimize bids.
• Cost per send: only for Sponsored InMail campaigns targeting individual messages.

Over time, test different bidding strategies. Review your campaign data and learn what works best for your goals. For example, you might find Enhanced CPC drives more conversions than Max CPC in certain campaigns.

Understanding and choosing the right bidding strategy is key to making your LinkedIn ads work for you. Give these tips a try, and good luck with your campaigns!