The advantage of LinkedIn is its ability to put your ads in front of some of the most influential people in the country, those with 2 x the buying power of typical online audiences. A largely untapped platform for real estate agents, another advantage is the lack of competition from other real estate agents. This of course increases the chances of your ad being seen. To help you get your LinkedIn ads for real estate up and running, we’ve put together this step-by-step guide.
Step 1: Create a LinkedIn Page if you don’t have one already
This is required to create Sponsored Content and Sponsored Messaging Ads. If you need to create a new page, you can get started here.
Step 2: Log in to Campaign Manager or create an account.
The Campaign Manager platform, also known as LinkedIn’s ad manager, will be home to all your advertising activities, such as running campaigns and managing your budget.
Step 3: Select your ad objective
Think about what type of action you want to inspire among your audience.
Step 4: Choose your target audience
First, you must choose a location, and then you have the option of adding job title, company name, industry type and personal or professional interests.
If it’s your first campaign, LinkedIn recommends a target audience of at least 50,000 for Sponsored Content and Text Ads. For Message Ads, 15,000 is best.
You also have the option of connecting with people you already know through Matched Audiences. You can do this by retargeting people who’ve visited your website or uploading a list of email contacts.
Step 5: Select an ad format
Depending on the objective you chose, you’ll be able to pick from Sponsored Content options (single-image, carousel or video ads), Text Ads or Message Ads.
If you’re unsure which ad format to choose, take a look at what type of LinkedIn dd is right for you <link to LI objectives blog post>
Step 6: Create your budget and schedule
Campaign Manager will provide a budget range based on other competing bids for your ideal audience.
The initial 2-4 weeks are typically considered a learning experience to figure out what works (or doesn’t). For testing, LinkedIn recommends a daily budget of at least $100 or a monthly budget of $5,000.
Step 7: Start building your Linkedin ads for real estate
If you opt for Sponsored Content or Text Ads, the Campaign Manager will share previews so you can get a sense of the final look of your ad. In the case of Message Ads, you’ll be able to send yourself a test message.
Step 8: Provide payment information
Before you can debut your ad to the world, you’ll have to provide payment information. Once that’s done, you’re ready to launch!
Step 9: Measure performance
When you sign in to Campaign Manager, the first thing you’ll see is the reporting dashboard for your LinkedIn ads. From here, you can review performance metrics, access charts and demographics, or export a CSV report. This is also where you’d go for conversion tracking.
LinkedIn is a largely untapped platform for real estate agents and can sometimes be viewed as ‘expensive’.
However, the real measure of success is the return on your investment. When you get the right content in front of the right audience, you could be creating a brand new lead generation platform for your agency.
Before creating your new LinkedIn campaign, check out our LinkedIn advertising best practice guide to ensure you achieve the best results possible.
Find the best way for you to get real estate articles for your agent/agency profile, email newsletters, blog and social media marketing.