LinkedIn Ads can be a very powerful acquisition lever for B2B advertisers. However, to make this effective, it is not enough to only program and launch campaigns! Monitoring and optimization work is necessary. Here is some LinkedIn advertising help to optimize your LinkedIn ads .
Submit the LinkedIn Insight Tag on your website
The Insight Tag is the LinkedIn tag for tracking conversions on your website and creating remarketing lists of visitors. It’s critical to put it on your page before launching your LinkedIn ads, especially if your campaigns have a conversions goal, before allowing people to take specific actions on your website (registration, purchase, requesting information, etc).
Take the time to properly define your target upstream
By thinking about and defining your target’s profile or your upstream targets, you’ll want to think about the people who are more likely to convert. Advertising on LinkedIn is quite expensive, so it’s important to take the time to define your target in detail before creating your campaigns. To do this, you can define personas based on the profile of your current customers and the characteristics of the new prospects you want to acquire.
Test different targeting
Doing tests continuously is a best practice in digital marketing. LinkedIn advertising is no exception! We therefore recommend that you target different audiences within separate campaigns (more or less depending on your budget). This will allow you to analyze the performance of different targeting and adjust your budget and bids according to these.
Adapt the message to your audiences
In social media advertising, it is essential to adapt your message to the different targeted audiences. On the LinkedIn Campaign Manager, you can create different ads for different audiences you target (by age, position, industry, or engagement in the conversion tunnel).
Use quality visuals
The visual is an essential LinkedIn in social media. A LinkedIn advertising help : focus on professional, simple and impactful visuals. You can also test different visuals, with a text banner and without.
Set up ad tests
Audience tests are important on LinkedIn Ads, as are ad tests. Visuals, messages, your, call-to-action, etc. Create at least 2-3 ads per campaign, which you will change regularly based on AB test results. To make a true AB test, only edit one element between two ad variants.
Have a clear nomenclature and adapted to its objectives
A clear nomenclature is the basis of a well organized advertising account. It will allow you to better understand the performance of your LinkedIn advertisements according to the objectives you have set beforehand.
For having a clear nomenclature, a LinkedIn advertising help tip would be to group campaigns with common goals into campaign groups, include your marketing goal in the name of the campaign groups (eg, Awareness, Traffic, Lead Generation, etc) and name your campaigns by target audience.
Manage bids and budget allocation based on performance
Once your campaign is set up and launched, do not let it run without you taking care of it. Monitor performance regularly and adjust campaign bids and budgets based on pre-defined performance metrics (leads, cost per lead, conversions, cost per conversion, etc).
Perform regular performance analysis
In addition, performing regular performance analysis will allow you to optimize your campaigns more thoroughly. You can analyze the performance of your LinkedIn Ads campaigns by time period and demographic category (professional title, industry, seniority, etc).
Use LinkedIn Website Demographics
Finally, the LinkedIn Website Demographics tool allows to know and analyze the professional characteristics of your website’s visitors. This tool is available in LinkedIn Campaign Manager, even if you do not advertise on LinkedIn!
Would you like to more LinkedIn advertising help? We are at your disposal for an audit of your ads.