LinkedIn is a flourishing social media platform with over 100 million users and counting. The platform is ideal for business professionals worldwide. LinkedIn is much more than a resume platform; it is also suitable for B2B marketers. With LinkedIn advertising, B2B companies have a massive opportunity for lead generation. Furthermore, with LinkedIn’s professionally-focused environment, you can easily receive business messages.
Another feature of LinkedIn is that it allows ad targeting for marketers using B2B demographics, including industry, job titles, or even focusing on members for LinkedIn groups. Compared to Facebook ads, this LinkedIn feature is different and more suited for B2B because Facebook ad targeting is based on users’ lifestyle interests like gardening, religion, or music.
Creating ads on LinkedIn is relatively straightforward. Marketers can create ads within a few minutes while spending a minimum of $10 per day. There are PPC advertising basics to keep in mind and nuances you should leverage for maximum results when creating LinkedIn ads.
This article discusses the advertising basics and tips you should keep in mind when creating ads.Â
What Are the Basics of LinkedIn Ads?
There are two places where LinkedIn ads appear on the site. The ad can appear on the sidebar alongside a photo and text. The second is a text-only version that appears at the top of LinkedIn, depending on the ad’s performance.
A typical LinkedIn ad has a photo, a 75-character description, and a 25-character headline. You also have two payment options for LinkedIn ads – Cost per click (CPC) or Cost per 1000 impressions (CPM).
In addition, you can create several variations of your ad on LinkedIn to test which of the ads has the most click-throughs and leads.Â
What Are The 3 Tips for Creating Successful LinkedIn Ads?
After knowing the basics of LinkedIn ads, the next step is to learn essential tips that can help when creating the ads. Â
- Creating great ads using powerful copy and relevant images.
It would be best to start with a great ad before finetuning your campaigns with increased bids and targeting. When writing a compelling ad copy, you should make every character count because the ads are short. There is a limit of 75 characters for description and a 25-character limit for the headline.
Like sponsored stories that allow marketers to promote Facebook pages, you can promote LinkedIn groups or company pages on LinkedIn ads; this feature will enable you to direct people to a page on LinkedIn or a link on your site. Furthermore, a recent LinkedIn update allows companies to post status updates on their company pages.
A recent hint from LinkedIn is the increasing importance for marketers to accrue followers to their company page and use targeted ads to attract such followers. You can also attract followers and convert them to leads by directing them to fill a contact form on your site.
Regardless of where your link sends your readers, always include a strong call to action. You can use clear and direct instructions like ‘sign up’, ‘download’, or ‘request a demo’ for your audience.
When writing a call to action, you should ensure that it is useful and conveys a sense of urgency. Also, the call to action should show that your offer provides unique benefits and should be ultra-specific.
Furthermore, with PPC ads, the importance of pictures cannot be overstated. Ensure you use pictures that match your offer and LinkedIn’s white background. Also, it would be best if you familiarized yourself with LinkedIn’s advertising guidelines when getting started with LinkedIn ads.Â
- Targeting a specific audience
When creating ads, narrow down your audience to your most relevant prospects. You can target your audience via industry, job function, and groups. Your LinkedIn ads perform better when you have a more specific offer and targeting. You can also determine how effective your targeting is by monitoring your click-through-rate and visit-to-lead conversion rate using Google Analytics or marketing analytics software.Â
- Split testing different campaign variations
You can organize a LinkedIn ad account using a campaign. A campaign has its daily budget, ads, and targeting options. In addition, LinkedIn recommends creating at least three ads for each campaign. It is best practice to have varying headlines, images, and call-to-action phrases for each ad.
After creating your ads, LinkedIn displays it to your selected target audience, and when you get clicks, LinkedIn shows the ad with the top CTR more frequently to get more clicks. Furthermore, you can change your LinkedIn settings to show your ads at a more even pace, ensuring all your ads get the same number of impressions.
It is essential to keep track of your best performing ads, pausing the ones with the lowest CTRsÂ
Conclusively,
The LinkedIn platform is effective for targeting a selected audience to generate and convert leads. It is best to use powerful copy, relevant images, and a strong call to action when creating your ads. You should also split test several campaign variations to know the best-performing ones.
