Are you new to LinkedIn? Maybe the idea of creating different ads is overwhelming, but the good news is that it’s straightforward to test a variety of ads and find what works for your business. Unlike traditional print ads that can cost a fortune, LinkedIn allows you to track your results to make the most out of your budget and constantly improve your strategy.
1. Find Your Audience
LinkedIn advertising has the tools to help you find your audience through targeting techniques. Using your audience research you can tell LinkedIn who you want to target your ads to. From job titles, to seniorities, to skills and many more options you can continually improve yoru targeting, turning your ads into an efficient B2B lead gen source.
2. Run Multiple Ads
Don’t let ad fatigue slow your progress! Using the frequency metric on LinkedIn you can make sure your ads are seen often enough BUT you also need to make sure you have enough to stop your audience getting bored.
3. Test Different Creatives
Try different creatives within the same campaign to see if they get you different results. Especially in the beginning, when you are working out what resonates with your audience. Test different aspects of the creatives – there’s always something that can be tested, and consequently, improved upon!
4. Create Catchy Copy
Create captions and headlines that are to the point, and show that you or your brand are experts without overloading your text with jargon. People don’t have a huge attention span when scrolling through social media platforms, so catch their attention with a memorable caption.
5. Test Different Ad Types
There is a range of ads that you can try on LinkedIn, including carousels, single images, videos, messages (UK only!), conversation, document (coming soon!) and text. When it comes to your goals the type of ad format makes a difference, consider if you want more website visits to increase brand awareness or generate leads. Maybe you want to seal the deal with someone who has already shown interest in your brand by creating retargeting ads. Different ads will also work better at different stages of your funnel or to different sections of your target audience. If you’re not sure – test!
6. Check Your Results
Keep an eye on KPIs. With online campaigns there is so much data available to you. We recommend choosing your aims for each stage of the campaign. Then you can decide which metrics best track your goals.You can also have a look at the demographics of those engaging with your ads – this can help to refine an audience.
Digital marketing on LinkedIn was made for B2B, so utilise the tools and don’t be afraid to test different types of ads to learn what works the best for your business.
