Generating profitable leads is an essential part of any advertising campaign.
LinkedIn ads are a great way to achieve this, but it can be expensive, so you want to get it right as quickly as possible. And there are various different ways to go about it.
Many people use LinkedIn ads but aren't sure how to get the best from them. This blog will show you 5 key considerations to help run a successful campaign.
When setting up your campaign, think about what you want the end goal to be.
Are you trying to:
Your campaign objectives will be based on this answer.
For example, suppose you're trying to drive traffic to your website. In that case, your objective will be Website Clicks or Website Conversions.
If you're trying to get people to sign up for a webinar, then your objective might be Lead Form Submissions.
If you want people to go directly from LinkedIn ads into your store, your objective might be Store Traffic or Leads.
The 'LinkedIn Conversions' report will give you some insight into which objective works best for your campaign and allow you to optimise further.
If you are running multiple campaigns with various objectives, your account can get a bit messy. Adopting a good naming convention for your campaigns, ads, and audiences will save you so much time when you need to come back and optimise.
Plus, it is super helpful if you need to hand it over to other people to run it for you.
With a straightforward naming convention, they, in theory, should be able to pick up the reins and start optimising rather than spending time untangling the account first.
If you have not carried out a customer persona exercise before, this will be a game-changer for you.
Your ads might be ok without this information, but not great!
To increase your success, getting in touch with your customer persona is one of the keys to doing so. Creating ads that genuinely connect with your target audience will get much better results than without. Yes, you can still have success without, but this will only take you so far.
Check out my recent article on Customer Personas: How Well do You Know Your Customer? for more information.
If you can take some time to put together your campaign before you start to actually build on LinkedIn, you will be in a much better place to get success.
For example, you could plan out the different stages that your potential customer (persona) might interact with your business. Those stages will likely represent different objectives so you can see instead of building one catch-all campaign, creating three campaigns that communicate 3 different messages (that represent the possible 3 stages) might be a better option.
By not rushing in too quickly and stepping back to plan, you will undoubtedly be on your way to better results.
Try to have a testing mindset. You can run into ad performance issues if you assume that the one ad you have created is the winning formula. Really only the data can tell you.
If you can, create 2 different ads that could be messaging, for example, tapping into two very different pain points or different colour combinations to measure which has the best engagement.
Whatever you choose to test, make sure it's one element against another element or it will be difficult to determine which element was the driving force behind the improvement.
And there you have it, my 5 tips to help you get better success from your LinkedIn Ads.
If you are struggling to find the time to advertise on LinkedIn but want to give it a go, I can help. Get in touch for a chat and to discuss your advertising goals.