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LinkedIn Ads & SEO: The Hidden
Connection & Best Timing
LinkedIn Ads & SEO: The Hidden Connection & Best Timing
In the current state of digital marketing, companies are constantly seeking strategies to increase their online engagement and presence. SEO has been the bedrock of organic expansion for a long time, allowing brands to boost their search result rankings and draw in high value visitors. Simultaneously, paid advertisement channels like LinkedIn Ads allow targeting of specific decision-makers and professionals within industries. Both SEO and LinkedIn Ads are treated exclusively most of the time. There is, however, an emerging debate regarding the two and how LinkedIn Ads influence SEO performance. Additionally, understanding the optimal times to implement LinkedIn ads greatly affects their effectiveness and ROI.
What is the relation between LinkedIn Ads and SEO ranks?
LinkedIn Ads do not move SEO rankings directly, but they can lead to increasing traffic to a website and brand awareness. The traffic and engagement received from this can aid the business’s SEO strategy. Here is how it goes:
Boosted Brand Familiarity and Engagement Rates (CTR): As users view ads on LinkedIn, they become more acquainted with your brand. This increased recognition causes more people to search your brand resulting in greater organic searches, helping establish more credibility and trust with the search engines.
More High-Quality Backlinks: In case you didn’t know, LinkedIn serves as a professional networking site, so sharing of content is rampant. If your LinkedIn Ads take users to valuable content, there is a higher chance that it will be shared and referenced by industry experts and bloggers which results in organic backlinks – one of the key ranking factors according to Google.
Better Engagement and Dwell Time: When running Ads on LinkedIn, any user that clicks on the advertisement will be directed to your website. Having engaging content on the page may compel them to stay on the page longer. Dwell time and low bounce rate are good indicators for SEO rank as they show that the content is relevant.
Social Signals Are Important: A rise in social media activity may not directly influence Google rank, but the increased engagement, shares, and traffic due to LinkedIn Ads do help in building brand awareness and credibility, which can achieve better recognition for a brand and greatly impact other SEO efforts.
When is the ideal time to run LinkedIn Ads?
When you run LinkedIn ads is dictated by your audience’s behavior. The optimal times are during office hours and mid-week (Tuesday to Thursday) is usually the best. But Vibrant Branding and Strategies can study your audience and give you the best recommendations for your LinkedIn Ads campaigns Here’s a list of some factors that will help you figure out the best period to run LinkedIn Ads on your account:
Business Hours And Workdays: Users on LinkedIn are users that work in a professional environment which means they are active during working hours. Ads are best served from Tuesday to Thursday during the whole work day, which is 9 AM to 5 PM.
Specific Considerations By Industry: Your target audience will determine the ideal time for running LinkedIn Ads and this is B2B specific. The morning plus lunch times work well, but tech professionals might engage more during the evening.
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Campaigns Around Events: For something like a webinar or an event in your industry, you want to start the LinkedIn Ads campaign at least two to three weeks beforehand to build up interest and get you as many registrations as possible.
Last Weeks Of A Quarter Or Fiscal Year: A lot of companies set budgets at the end of a quarter or fiscal year, so running LinkedIn ads during these durations is optimal for B2B companies for decision makers wanting new options right before the budget is set.
Celebration Seasons and Downtimes: Some sectors slow down during holidays, but for others, these periods present an ideal opportunity to run LinkedIn Ads in times when competitors pull back. Trying out ads during these periods can be a goldmine.
Notably, LinkedIn Ads may not contribute much towards SEO ranking directly, but they sure do increase brand visibility, engagement, and backlink creation which enhances SEO indirectly. Furthermore, with the right timing, seasonal LinkedIn Ads can place a business right in front of users who are actively searching for such products or services. Optimally, this combination of paid and organic efforts can result in deeper strategies for long term business growth.
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