August 1, 2012 Chad Richards

LinkedIn Ad Best Practices For Getting The Biggest Bang For Your Buck

linkedin ad best practices

These LinkedIn ad best practices are guaranteed to help you get the biggest bang for your LinkedIn advertising dollars.

LinkedIn ads can be a great way for brands (especially B2B companies) to generate leads, to drive traffic to a website or to raise awareness of their LinkedIn company page.

LinkedIn Ad Best Practices

Take these four things into consideration before launching your next LinkedIn ad campaign.

1. 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.

RELATED POST: 3 Easy Ways Brands Can Get More Out Of Their LinkedIn Content

2. 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.

3. 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 approach is often 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+ for optimal performance.

RELATED POST: Best Time To Post On LinkedIn For Maximum Reach & Engagement

4. 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 suggest using the pay per click option because you can track who has actually click on the ad.

Sometimes it’s also an easier sell to say “we only pay if people click.”

Do you need help implementing these LinkedIn ad best practices for your next campaign? Firebelly is here for you. Call us at 317-557-4460, email us at or fill out our contact form.

Chad Richards

VP, Social Media Services at Firebelly
Fun Fact: Chad was named "Most Influential Up & Comer" at the inaugural Social Media Summit. He's been with Firebelly since 2007.
Chad Richards

About the Author

Chad Richards Fun Fact: Chad was named "Most Influential Up & Comer" at the inaugural Social Media Summit. He's been with Firebelly since 2007.



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