At the top of the funnel, your ads need to attract a new audience. Unless the brand is already well-known, like Nike, IKEA or Coca-Cola, new audiences are complete strangers to your business. That’s why we call them “cold audiences.” They don’t know you, they don’t trust you and they’re not interested in your solution yet.
The best content for the awareness phase is video. Why? Because it allows you to present buy bulk sms service your company and solution in a visual way. In addition, it allows you to perfectly reflect your branding, which will help your target group to recognize your company more and more. Moreover, video content can be distributed very affordably via LinkedIn. You can choose to only pay if someone watches your video for more than 3 seconds. This means you only pay €0.05 per view, instead of €4 per click. This allows you to generate a lot of reach with a small budget.
There’s another benefit to using video content for LinkedIn ads. LinkedIn gives you the ability to retarget an audience based on what part of the video they watched. Create a separate list of segments of your audience that watched 25% or 50% or 97% of your video. Because they watched that far, you know they have some interest in what you’re offering.