For B2B campaigns, LinkedIn is a powerful tool. Everything about LinkedIn is tied to connecting with people on a business level. Profiles are built around job titles, degrees, and skills. And posts are often related to topics such as thought leadership, accomplishments, and personal growth. Thanks to this business environment, it becomes easy to target very specific audiences. But marketers still need to improve when it comes to LinkedIn advertising. Therefore without further ado, here are our ten tips for creating a great LinkedIn campaign.
Use small audience sizes.
If you target smaller audiences, you will get more precise results. Moreover, smaller audiences also have a greater chance of getting exposed multiple times and, therefore, will be more impacted by it. It might increase the possibility of a higher click-through rate.
What audience size should you be targeting, then? Our advice is to keep it within the sizes of a 100,000 and 300,000. Any larger and your campaign will lose its effectiveness, and you’ll have the risk of spending money and time unnecessarily.
Bigger budgets to smaller campaigns
When you have a bigger budget, it sounds very tempting to target a big audience. Because you have the money, right?!
You couldn’t be more wrong. We recommend splitting your budget into smaller campaigns since you can start a/b testing multiple audiences or the same audience with different creatives and ad copies.
This enables you to collect more detailed and segmented data for analysis of your performance. However, if you run an extensive campaign with several criteria, you won’t be able to tell what made it successful.
Limit the amount of countries in one campaign.
This tip looks like the previous tip we gave, but it’s all about measurability and optimization. When choosing several countries at once for a campaign, it can be challenging to determine which one converted the best.
More countries mean larger audiences, which might lead to less exact performance outcomes. As time-consuming as it may be to create a separate campaign for each location or country, it may be beneficial for your long-term results.
Pay attention to the segmentation criteria Company Size.
Since many companies are on LinkedIn, you can target by company size. Be careful, though. The options you select have a significant impact on the audience size. Furthermore, if you check the box “Myself Only,” your audience will increase tremendously.
What “Myself Only” does is, it adds every business page with only one employee to your audience. These people are mostly freelancers. It is not a bad thing per se if you want to target primarily freelancers; otherwise, we advise you to uncheck this box if you wish to target SMEs and MNEs.
Use exclusion filters to your advantage.
Utilizing LinkedIn Exclude filters is a great way to optimize the performance of your ads. Instead of simply targeting a broader audience, this feature allows you to get more and better reach specific users who are likely to be interested in your ad.
It also enables a greater level of segmentation, so you can hone in on certain criteria and elements while simultaneously excluding others from the same list.
Always be A/B testing.
When comparing various campaigns, aim to modify one element at a time, keeping the rest the same or similar. In this method, you can figure out exactly what benefits your campaigns the most.
Variables that can be modified and tested are:
- Ad formats
- Ad copies
You can test a variety of combinations and components. The key is always to attempt something new; otherwise, you’ll see that your outcomes won’t improve with time.
Add UTM tags to your campaign.
Your campaigns and the banners inside each campaign should have unique parameters. A/B testing is useless if you can’t track your results. Use UTM tags to analyze and enhance your performance.
You can easily set up UTM tags with Google’s UTM tag generator.
When installed, you can easily track where conversions came from, including which ad and which creative did the best job.
If you want to know the exact steps on what to do, we suggest reading this article from Google.
Use lead gen forms
Leveraging the power of LinkedIn Lead Gen forms is integral to maximizing your ads’ efficacy. The forms are designed to make user experiences more seamless by pre-populating fields with details from their LinkedIn profiles, like job titles and company names. This saves users time and effort, translating into more potential clicks and conversions.
Keep your ad copy short and sweet.
Users’ attention spans are extremely short regarding advertisements in general, including LinkedIn Ads. To draw more attention, keep your descriptive material under 150 characters and, whenever possible, utilize numbers or statistics.
Never forget the call to action.
Incorporate a call to action into both your banner and your opening content. Although it may seem odd, without a strong CTA, your viewers won’t know what to do once they’ve viewed your advertisement. Therefore always include one with your advertisements.
These are our 10 tips on how to improve your LinkedIn ads. Are you interested in more tips and tricks? Be sure to check out our other blogs. If you want to stay up to date on everything happening in the marketing world, then I suggest you also subscribe to our newsletter.
Anyway, have an amazing day, and good luck!