LinkedIn has become the go-to resource for businesses looking to advertise to a specific targeted audience of professionals.
But as with any ad platform, you are paying to play, so you need to make sure you’re taking advantage of every feature, setting and strategy to get the most out of your budget. Lucky for you, that’s what I’ll be covering in today’s post.
Read on to learn why LinkedIn advertising is a top B2B strategy and how to optimize your campaigns to get the highest return on your investment.
LinkedIn advertising is an effective platform for anyone looking to drive leads and sales. Before we get into the optimizations, let’s cover a few of the reasons why it’s so effective.
LinkedIn allows you to target your ads based on job title, company size, industry, location, interests, groups, company growth rate, and more.
This means that you can easily “hunt” for the right prospects that are most likely to be interested in your service or product. How could you pass on that!?
Yes I know, PPC is geared toward getting actual leads and not just increasing brand awareness. But increased awareness is a great by-product of a well-targeted campaign.
LinkedIn is an extremely popular platform with a huge user base, making it an unmissable channel to reach a wider audience and boost brand awareness.
Well, this one is just stating the obvious.
LinkedIn ads are designed to drive traffic to your website or landing pages, which can help you generate leads and sales. LinkedIn also offers lead generation forms, which allow users to sign up for more information or download either a whitepaper or some other resource directly from the ad.
Keep in mind, lead gen forms will get you more leads, but at a lower intent than those who will actually sign up directly on your website.
Data is everything. LinkedIn provides invaluable analytics and tracking tools to help you measure the effectiveness of your ads.
You can track:
While these are the basics of any advertising platform, with LinkedIn you can slice it by company size, job title, industry and other accurate targets that LinkedIn offers—which we will go through in this post!
LinkedIn offers a variety of ad formats to choose from, including sponsored content, sponsored InMail, display ads, and sponsored job postings. This allows you to choose the format that best fits your business needs and goals, which depend on your product and target market.
Bottom line? LinkedIn’s targeting capabilities, brand awareness potential, lead generation forms, and analytics make it a valuable tool for any business looking to grow and succeed.
Well now that we have that settled, the question remains: How to make this advertising platform successful?
Here are seven bulletproof ways to hack your LinkedIn campaigns for success.
Having a target audience is crucial for creating ad content that resonates and drives conversions. Here are some steps to define your target audience:
Don’t forget to regularly review and update your target audience to ensure that your ad campaigns stay relevant and effective.
LinkedIn is a crowded network, filled with recruiters, salespeople, and advertisers. So you’d better make sure you’ve got winning ads!
Your ads need to stand out for all the right reasons, or they just won’t cut it.
Use compelling headlines and visuals as an effective way to capture the attention of your target audience and improve the performance of your LinkedIn Ads.
Here are some tips for creating great ads:
Don’t forget to regularly review and optimize your headlines and visuals to make sure they’re effective at driving conversions.
Here’s a great example of an ad by Superlegal:
Why is this ad successful?
Testing different ad variations allows you to make data-driven decisions and optimize your LinkedIn ad performance. Here are some things to test:
Pro Tip: When launching a new campaign, make sure to set your campaign to rotate ads evenly to begin with, as this will give each ad a fair chance.
It’s important to regularly review and analyze the results of your ad variations to identify areas for improvement and don’t forget to keep optimizing your ads over time to maximize your chances.
LinkedIn’s audience targeting options allow you to narrow down your audience and show your ads to specific groups of people on the platform. This can be an incredibly effective way to reach the right audience and improve the performance of your ads.
Here are some examples of LinkedIn’s audience targeting options:
Pro Tip: Make sure to always disable the LinkedIn audience expansion from your campaigns. It will show your ads to a mostly irrelevant audience in most cases.
By using LinkedIn’s Audience Targeting options, you’ll make sure that your ads are being shown to the right people and maximize your chances of getting conversions.
Not to sound like a broken record, but keep reviewing and adjusting your targeting to make sure you’re reaching your ideal customer.
To set up conversion tracking on LinkedIn, you’ll need to install a small piece of code, called the LinkedIn Insight Tag, on your site. This will allow you to track a variety of conversion actions like form submissions (like contact us or ebook download), page views (like for your product pages), clicks on a specific link, and more.
This will allow you to see which of your ads are driving the most conversions so you can optimize your campaigns accordingly.
For example, if one ad is generating a lot of clicks but very few conversions, you may want to consider changing either the ad copy or the targeting to improve performance. On the other hand, if an ad is generating a high number of conversions, consider either increasing your budget for that ad or creating similar ads to capitalize on its success.
Overall, LinkedIn’s conversion tracking is a brilliant tool for optimizing your LinkedIn Ads. By regularly tracking and analyzing your conversions, you can make data-driven decisions to improve the effectiveness of your campaigns.
In addition to standard metrics, LinkedIn offers advanced analytics such as demographic data, interests, and job functions. This data is extremely useful to help you understand who is interacting with your ads and how they are engaging with your content.
To access LinkedIn’s insights and analytics, you’ll need to have a LinkedIn Ads account. From the dashboard, you can view a range of data and metrics including impressions, clicks, conversions, and cost per action (CPA). You can also view data by specific campaigns, ad groups, and ads to get a more granular understanding of your performance.
By using LinkedIn’s insights and analytics, you can identify areas for improvement and optimize your campaigns. If you notice that an ad is generating a high number of clicks but a low number of conversions, you may want to consider changing the ad copy or targeting to improve its performance. On the other hand, if an ad is generating a high number of conversions at a low cost, you may want to consider increasing your budget for that ad or creating similar ads.
LinkedIn insights are another great tool to get the most out of your LinkedIn campaign. Track, track, and track your data over time to get the most out of your LinkedIn budget!
Most people use LinkedIn on their mobile devices and spend significantly more time on LinkedIn while using their mobiles, so make sure your ads and landing pages look great on mobile!
So there you have it: seven bulletproof ways to optimize your LinkedIn ad campaigns and get the most for your budget.
All that’s left for you to do now is start implementing these tips and tricks on your LinkedIn campaigns and get ready for higher ROI!
Asi Dayan is passionate about growth, content and performance marketing with vast experience in both B2B and B2C companies. He loves helping other marketers get more out of their budget and sharing all his tips and tricks from his vast experience.
See other posts by Asi Dayan
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