It seems as though more and more clients are coming to us for LinkedIn ads – and with bigger budgets. These are mainly B2B companies looking to generate leads, drive traffic to a website or a LinkedIn company page. Here are some best practices to consider if you are thinking about running some LinkedIn ads for your business.
Set Yourself Up For Success
First and foremost you need to establish the goal of the ad campaign. Do you want to drive traffic to your website or your LinkedIn company page? LinkedIn allows you to choose either one.
Take Advantage of Ad Variations
LinkedIn allows you to create up to 15 ad variations for a single ad campaign. This gives you the opportunity to test different calls-to-action, variety of headlines and images to see what works and what doesn’t work. You can even set the variations to rotate evenly or optimize the click through rate, so the more productive ads are shown more.
Target the Right Audiences
After the ad has been created, it’s time to start targeting your audience. LinkedIn offers location, company, job title, school, skills, group, gender and age. The company section includes the option to target companies by name or by category, but the more useful is targeting companies by name. The group section is a great tool as well because you target members of a specific LinkedIn group. Just remember not get too targeted, LinkedIn recommends having an estimated target audience of 100,000+.
Pay Per Clicks vs. Pay Per Impressions
Depending on the goal of the campaign, you can choose to pay per 1,000 impressions or pay per click. More often than not we use the pay per click option because you can track who has actually click on the ad.
Have you implemented your own LinkedIn ads program? What was your experience? What kind of results did you get? Share your tips and tricks with us.