There’s a big difference between an ordinary LinkedIn ad and an engaging and effective LinkedIn ad. If your LinkedIn ads are not performing well (or as well as you’d like), use this checklist to make sure you’re implementing best practices and setting your ads up for success.
1. Clearly Define Your Target Audience
LinkedIn makes it easy to place your ad in front of the right people! The tricky part is figuring out who you should really be targeting in the first place. Start by creating buyer personas (if you haven’t already) and make sure your target audience is active on LinkedIn.
2. Generate Engaging Copy & Imagery
In order to ensure engagement, it’s important to invest in writing ad copy that is tailored to your audience, and ultimately helps them solve a problem. However, there’s no need to spend hours and hours making sure that it’s perfect. Instead, develop ad copy variations that are worth testing in various ad sets. There are 5 ad elements to a LinkedIn Sponsored Update: Image, Post, Page Title, Description and URL. Come up with a few ad variations and let the results speak for themselves. Then, pause the under-performing ad sets, and reallocate that money to those that are driving results.
Marketer Pro Tip: allocating more variations to the ad’s Image and Post will allow for a greater degree of variation in testing – and therefore, will help you best optimize your campaign.
Lastly, make sure you’re using brand-consistent imagery so that they stand out, and convey a meaningful message to your audience. A wall of text is not very engaging, but images help to grab your audience’s attention and inspire them to read more.
3. Choose the Right Bidding Model
Select the best bidding model for your unique campaign goals. Determining whether which route to go to, whether it’s Cost-Per-Click and Cost-Per-1000 Impressions (CPC & CPM), depends on your campaign goals and budget considerations. Fortunately, LinkedIn breaks down their bidding models very clearly so you can make the right decision for your ad campaign.
Using these tips will give you a solid foundation for your LinkedIn Ad campaign. If you take the time to create meaningful buyer personas, to build your ads based on your audience’s real pain points, and test your optimize you best performing ads, you’ll be sure to get better results from your campaigns.
Learn all about LinkedIn ads with our Social Media Advertising Guides.