Running LinkedIn ads can be a great way to reach your target audience and generate leads for your business. But before you can start advertising on LinkedIn, you need to make sure you have the right foundations in place. One key consideration is whether you need a LinkedIn Company Page before you can run ads.
What is a LinkedIn Company Page?
A LinkedIn Company Page is a free profile that represents your business on LinkedIn. It’s where you can promote your products or services, post updates and news, and engage with your target audience.
With a Company Page, you get access to powerful analytics about who’s viewing and engaging with your business. You can also run recruitment ads to attract talent. And you can use a Company Page as the foundation for running LinkedIn ads to generate leads and traffic.
Do you need a Company Page to run LinkedIn ads?
The short answer is yes – to run Sponsored Content, Sponsored InMail, or Text Ads on LinkedIn, you need to have a LinkedIn Company Page set up first.
Without a Company Page, you won’t have anywhere for your ads to link to. Your ads need to link to either your Company Page or your website. If you don’t have a Company Page, you’d be missing out on a key landing page opportunity.
In addition, when you create ad campaigns on LinkedIn, you need to select the Company Page that the ads will be attributed to. You use the same LinkedIn Advertising account to manage ads across multiple Company Pages if you have more than one.
Benefits of having a Company Page for advertising
Here are some of the key benefits of setting up a LinkedIn Company Page before advertising:
- Provides a branded presence on LinkedIn – your Company Page becomes your business profile and landing page for ads.
- Enables accurate ad reporting and attribution – ads served will be attributed to your Company Page analytics.
- Unlocks additional ad formats like Follow Company ads – this ad type specifically targets getting more followers for your Company Page.
- Gives you another place to send website traffic – you can drive traffic to your website or Company Page.
- Allows you to retarget LinkedIn visitors – if they’ve engaged with your Company Page, you can target them again with ads.
How to create a LinkedIn Company Page
Creating a Company Page is free and only takes a few minutes. Here are the steps to set one up:
- Go to your personal LinkedIn profile and click on “Work” in the top menu bar.
- Click on “Create a Company Page” – you’ll need to be an Admin of the company to do this.
- Choose your company name and category, add a logo, images, and description.
- Publish your page and add more details like products, locations, jobs, and Life tabs.
- Start engaging your followers by posting regular updates.
As the Admin, you can add other managers so multiple people can collaborate on your Company Page. You can also create Showcase Pages for your brands, locations, or divisions.
Tips for optimizing your Company Page
To maximize the impact of your LinkedIn ads, make sure you optimize your Company Page fully. Here are some top tips:
- Add an eye-catching banner image to reinforce your brand.
- Write an informative About Us section to tell your brand story.
- Make sure your Company Page is 100% complete for maximum visibility.
- Use Showcase Pages to highlight different brands, products or locations.
- Engage followers by posting regular updates and responding to comments.
- Capture leads with a Follow button and messaging ads.
Key takeaways
Here are the key points to keep in mind:
- You need a LinkedIn Company Page before you can run ads – it provides the landing page.
- Company Pages enable accurate reporting and attribution for your ads.
- Remember to optimize your Company Page fully for maximum impact.
- Post regular updates and engage followers to boost your organic reach.
By investing time in your LinkedIn Company Page, you’ll be setting the foundations for successful advertising. Get your customized page set up before launching your next LinkedIn ad campaign.
Frequently Asked Questions
Can I create ads without a Company Page?
No, LinkedIn requires you to have a Company Page set up before you can create and run ads. Your ads need a branded landing page to direct traffic to. Without a Company Page, you won’t be able to set up a LinkedIn ads account and campaign.
What happens if I delete my Company Page?
If you delete your LinkedIn Company Page, any active ad campaigns will be automatically paused. You won’t be able to edit, run or create new campaigns without a Company Page. Any ads attribution data associated with the deleted page will be lost.
Can I run multiple Company Pages from one ads account?
Yes, you can run ads for multiple Company Pages using the same overarching LinkedIn Advertising account and billing details. When setting up a campaign, you simply select which Company Page you want that campaign to attribute to. You can manage all Company Pages centrally.
What’s the benefit of Showcase Pages?
LinkedIn Showcase Pages allow you to create customized pages highlighting specific brands, products, services or locations under your main Company Page. You can target your ads to specific Showcase Pages to attract very tailored audiences. It provides more landing page opportunities.
How do I know my Company Page reach and engagement?
LinkedIn provides detailed analytics on your Company Page performance. You can see data on follower growth, post reach and engagement, website visits, follower demographics and what content is resonating best. These insights help inform your ad strategy and targeting.
Company Page Best Practices
Optimizing your LinkedIn Company Page is crucial for success with both organic and paid strategies. Here are some top best practices to maximize your impact:
- Showcase your brand personality in the banner image and About Us section
- Keep your Company Page updated with news posts at least 2-3x a week
- Respond to all comments and messages within 24 hours
- Join industry-related LinkedIn Groups to expand your reach
- Use Showcase Pages to highlight specific brands, products or locations
- Add rich media content like images, videos, and presentations
- Partner with employees to post content and engage followers
- Monitor analytics regularly and respond with your posting strategy
- Consider a Content Marketing program for more exposure
- Capture leads with Follow buttons, Lead Gen Forms and Message Ads
Why Company Pages Matter for Advertising
Investing time in your LinkedIn Company Page delivers big benefits for marketers running ad campaigns. Here are some key reasons why Company Pages are important:
- Provides a branded, professional home for your business on LinkedIn
- Enables accurate tracking and reporting of campaign performance
- Gives you a owned media presence to complement paid ads
- Allows you to test different content formats and offers
- Lets you engage directly with your target audience
- Builds authority and trust through content and engagement
- Captures leads through Follows, Lead Gen Forms, etc
- Informs your audience targeting and segmentation for ads
The more you invest in your Company Page, the greater return you’ll see on your LinkedIn ad spend. Make sure it accurately reflects your brand before launching any ad campaigns.
Metrics to Track for Your Company Page
To assess the performance of your LinkedIn Company Page, keep an eye on these key metrics:
| Metric | Goal |
|---|---|
| Follower growth | 10-20% per month |
| Engagement rate | 5%+ per post |
| Link clicks | 50-100 per post |
| Content likes and comments | 5-10% of reach |
| Lead capture conversions | 10-20 per month |
| Website visits | 100+ per month |
Analyze these metrics regularly and look for opportunities to improve engagement and conversion rates.
Competitor Research
Before creating your LinkedIn Company Page, it pays to do some competitor research. Analyze other top players in your industry and see what you can learn.
Look at elements like:
- Their banner images and branding
- The content they post and how frequently
- Engagement levels on their posts
- Calls-to-action used
- Ad formats and creatives running
- How their Showcase Pages are structured
This competitor analysis will give you ideas and benchmarks to aim for. Use the best performing companies in your sector as inspiration when optimizing your own Company Page.
Conclusion
A LinkedIn Company Page is mandatory if you want to advertise on the platform. By providing a branded landing page and enabling accurate tracking, it lays the foundations for success.
Optimizing your Company Page with rich content, engagement and lead capture will amplify your advertising results. Make sure to manage your page proactively and analyze performance regularly.
With both owned and paid strategies working hand in hand, your LinkedIn marketing can deliver phenomenal reach, leads and ROI for your business.
