Pay-Per-Click (PPC) advertising is a well-established and widely used strategy. Many businesses rely on PPC agencies to manage their Google ads and Facebook ads campaigns. However, when it comes to LinkedIn advertising, relying on a generalist PPC agency may not be the best approach. LinkedIn is a highly nuanced platform with unique features and targeting options that require specialized expertise. Here’s why you should consider a dedicated LinkedIn advertising agency instead of a traditional PPC agency.

1. LinkedIn’s unique audience

LinkedIn is distinctively different from other social media platforms. It’s primarily used by professionals and businesses, making it an ideal platform for B2B marketing. A PPC agency may not fully understand the intricacies of targeting LinkedIn’s professional audience. A LinkedIn-specialized agency knows how to reach decision-makers, industry leaders, and niche professionals effectively.

2. Complex targeting options

LinkedIn offers robust targeting options that go beyond what’s available on platforms like Google and Facebook. You can target based on job titles, industries, company sizes, skills, and more. A PPC agency might not have the in-depth knowledge to leverage these advanced targeting capabilities effectively. A LinkedIn-focused agency, however, is adept at using these features to create highly targeted campaigns that reach the right audience.

3. Choosing the right ad format

LinkedIn provides unique ad formats such as Sponsored Content, Message Ads, Dynamic Ads, and Document Ads. These formats are designed to engage a professional audience in ways that traditional PPC ad formats may not. A LinkedIn-specific agency understands how to craft and optimize these ads to resonate with LinkedIn users, ensuring higher engagement and better results.

4. Campaign setup and management

From setting up the ad campaigns to managing them on an ongoing basis, the agency should ensure everything runs smoothly. This includes configuring campaign objectives, setting budgets, and scheduling ads for optimal performance.

5. Performance monitoring and reporting

Continuous monitoring of campaign performance is essential. The agency should provide detailed reports on key metrics such as impressions, clicks, conversion rates, and ROI. They should also use analytics to identify areas for improvement.

6. Optimization and A/B Testing

To maximize the effectiveness of LinkedIn ads, the agency should conduct A/B testing on various elements such as ad copy, visuals, and targeting parameters. Regular optimization based on performance data helps improve results over time.

7. Integration with other marketing channels

LinkedIn advertising should complement the client’s broader marketing strategy. The agency should ensure that LinkedIn campaigns are integrated with other digital marketing efforts, such as content marketing, email campaigns, and SEO, for a cohesive approach.

8. Ad spend efficiency

Misallocating ad spend on LinkedIn can lead to inefficient use of your marketing budget. A PPC agency might not have the expertise to optimize ad spend specifically for LinkedIn’s bidding system. A LinkedIn-focused agency can ensure that your budget is spent efficiently, maximizing your return on investment.

9. Staying updated with LinkedIn trends

LinkedIn’s advertising platform is constantly evolving, with new features and updates being rolled out regularly. A dedicated LinkedIn agency stays on top of these changes and adapts strategies accordingly. A generalist PPC agency might not prioritize staying updated with LinkedIn-specific trends and best practices.

In short, if you are already running PPC with a dedicated PPC agency, and you want to run LinkedIn ads, you’re best off either moving to agency that can do both or working with a two agencies, whilst it might be work to manage two agencies you’ll be sure to maximize your ROI if you do.