The REPS Blog

When to Activate the LinkedIn Audience Network: Benefits and Best Practices for Real Estate Professionals

May 24, 2023 by admin

Have you ever heard of the LinkedIn Audience Network? It’s a feature that allows advertisers to extend their LinkedIn ad campaigns beyond the platform itself, onto other high-quality, third-party websites and apps.

LinkedIn Audience Network helps advertisers connect with their target market in more locations and increases the traffic and conversion rates from their LinkedIn ads. It’s a win-win situation for both advertisers and third-party websites, and apps that partner with LinkedIn to display ads.

And the best part? As a LinkedIn user, you might not even notice that you’re being targeted with ads from the LinkedIn Audience Network because of its perfect integration. They are designed to blend seamlessly into the user experience. With this, you might see an advertisement when using other websites or mobile apps that is pertinent to your professional interests. Pretty neat, right?

So, let’s discuss how to activate this LinkedIn feature.

LinkedIn Audience Network: How Does it Work?

LinkedIn Audience Network adheres to your campaign’s bid and budget allocation for reaching your intended audience on LinkedIn and other channels. It displays ads automatically on different sites and apps. With its media content adaptation, there’s no need to create multiple ads for each platform. LinkedIn will make necessary adjustments to the size or format while maintaining the ad’s overall appearance.

So, instead of spending time searching for new leads, you can focus on engaging with your carefully selected high-intent audience and let the platforms generate the leads for you.

Getting Started with the LinkedIn Audience Network

LinkedIn Audience Network is available for sponsored content single image or video ad campaigns and sponsored message ads. Other ad formats, such as sponsored Inmail and dynamic ads, are not yet available for this feature.

Activating LinkedIn Audience Network is relatively straightforward. Here are the steps to do it:

  1. Set up your LinkedIn ad campaign: To use the LinkedIn Audience Network, you’ll need to first create a LinkedIn ad campaign. This involves setting up your ad account, selecting your ad format, and defining your targeting criteria.
  2. Enable the LinkedIn Audience Network: Once you’ve set up your ad campaign, you can then enable the LinkedIn Audience Network. This can be done within the “Audience Expansion” section of your ad campaign settings.
  3. Monitor your results: As your ad campaign runs, be sure to monitor your results closely. You can use LinkedIn’s analytics tools to track key metrics such as clicks, impressions, conversions, and adjust your targeting or ad creatives as needed.

When to Activate LinkedIn Audience Network for Real Estate Professionals

There are a few factors you need to consider as a real estate professional before you decide to activate LinkedIn Audience Network. Here are some of the key considerations:

  • You Want to Expand Your Reach

LinkedIn Audience Network extends the reach of your ad campaigns beyond the LinkedIn platform. This allows you to reach a wider audience of potential clients. This can be valuable if you’re looking to target specific niches within the real estate industry.

  • You Want to Increase Your Visibility

By placing your ads on third-party websites and apps, you can increase your brand’s visibility and establish yourself as a thought leader in your field. This can help build trust with potential clients and make them more likely to engage with your business.

  • You Want to Improve Targeting

LinkedIn Audience Network uses the same targeting options as LinkedIn’s native ad platform. This makes it possible to target your ads to specific job titles, industries, and other criteria. This ensures that your ads are seen by the right people and can potentially improve the overall effectiveness of your ad campaigns.

  • You’re Looking for Cost Effective Advertising

This feature may offer a cost-effective advertising solution as third-party websites and apps may offer lower advertising rates than LinkedIn’s native ad platform. With this option, you can stretch your advertising budget further and generate more leads or conversions for your business.

Best Practices When Activating LinkedIn Audience Network

By following these best practices, you will make your time using the LinkedIn Audience Network worth it. These simple steps are often skipped, resulting in wasted ad spend, time and energy. By engaging methodically and sticking to what works, you will make the most of every penny.

Define your Target Audience

Are the people you want to reach likely to be browsing third-party websites and apps outside of LinkedIn?

Before activating your ads, take the time to define your target audience based on factors like job title, industry, and location.

When you’re targeting real estate investors or commercial property owners, for example, they are more likely to visit industry-specific websites or news outlets that are part of the Audience Network.

Knowing “who” you want to reach will help ensure that your ads are seen by the right people and can potentially improve the overall effectiveness of your campaign.

Use Eye-Catching Visuals

Ads using this feature are designed to blend in seamlessly with the user experience on third-party websites and apps. It is important to use eye-catching visuals that will grab the attention of the users. Use high-quality images or videos, clear calls to action, and concise messaging that speaks directly to your target audience.

Craft Engaging Ad Copy

In addition to visuals, your ad copy should be engaging and compelling. Keep your messaging concise and focused on the key benefits of your product or service. Include a clear call to action that encourages users to act. ChatGPT will not give you the engaging ad copy you need here. Take the time to speak in human language that can be related to.

Test and Refine

Like any advertising campaign, continuous testing and refining of your LinkedIn Audience Network lets you track the ad performance and make necessary adjustments as needed. This is to ensure they are delivering the desired results, generating more leads or conversions, and improving your ROI. Intentionally testing, and progressively refining are key.

Monitor your Budget

Activating the Audience Network can potentially expand the reach of your ad campaign, but it will also increase your advertising costs. It is essential to monitor your advertising budget closely and adjust your bids and targeting settings as circumstances dictate, to guarantee you’re getting the most out of your ad spend. Consider using LinkedIn’s bidding strategies and optimization tools to help you make data-driven decisions and maximize your advertising ROI.

Establish Campaign Goals

What do you hope to achieve with your ad campaign? You need to be clear about this from the beginning.

Whether you’re looking to drive website traffic, generate leads, or increase brand awareness, you must set realistic and achievable goals while tracking your results closely to ensure you’re meeting those objectives.

Bottom Line

With consumers frequently browsing other online platforms, why not expand your real estate ad presence beyond LinkedIn?

LinkedIn Audience Network makes it possible to reach a larger audience with more specific targeting and on various channels. While it is true that a larger audience doesn’t necessarily mean more qualified prospects, it does improve your chances of discovering the right ones. Keep in mind that the key to a successful marketing strategy is correctly defining the audience you’re serving and capturing the most appropriate leads from it.

About Max Fisch, President of Real Estate Project Solutions

Max started out as a mortgage originator in the early 2000s, primarily based out of the Philadelphia market, and over the years has completed hundreds of real estate transactions between financing, wholesaling acquisition, rehabbing, and long-term investing. He is the founder and president of Real Estate Project Solutions, which is fully dedicated to delivering stellar digital marketing and lead generation services to real estate entrepreneurs, enabling them to scale and realize massive profit.

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