An effective LinkedIn ad campaign doesn’t just come down to lucking out; there are tried-and-true methods that can give your business the boost it needs. These strategies are not guaranteed to lead you down a one-way street toward success, but they help you build a strong foundation so you can target your audience, learn what works, and abandon what doesn’t.
To get started with your LinkedIn campaign, take the following steps:
Set Up Conversion Tracking
As the name implies, conversion tracking helps you track conversions. It also allows you to retarget your audience via website demographics and learn more about your audience through an insight tag, a tag that offers you all sorts of insight into the customers you’re trying to reach.
Set Up Your Campaign
While you may be eager to throw caution to the wind, launch your campaign, and see what happens, don’t jump in before you’re ready. Make sure you have a clear campaign objective (you can’t change this once you launch), consistent naming conventions, the right language, and the perfect ad format (which is something else you can’t change).
Target Your Audience
Targeting your audience is a bit art and a bit science. You want to be specific (in terms of location, interests, age, etc.) in order to reach customers who want or need your product or service, but you can’t be too specific or else the proverbial sea of fish will dry up into a puddle. Don’t forget to take advantage of audience expansion, which allows you to target people similar to your audience, and ups the odds you’ll get a bite.
Set a Bid
It’s tempting to lowball your bid, as businesses often look to get the most out of every penny spent. But the old adage “you’ve got to spend money to make money” rings true: if you want people to actually see your bid, aim high. Set a daily and total budget, as well as the date you want your campaign to end. You can change this if your campaign is less effective than you want or extend it if it proves more successful than projected.
Choose Your Creatives
Now comes the fun part! After you know who you’re targeting and know what you’re spending, it’s time to get creative with your creatives. We recommend using a handful of ad variations in a campaign, as ads are subjective and different ads will likely speak to different users. Some users are only interested in photos or text; others want video.
Rely on the Analytics
Once you’ve launched your campaign and have enough data to get an idea of its effectiveness, use the analytics to figure out what works for you and what, inadvertently, works for your competitors. Then use the analytics to follow up on your leads by reaching out regularly, personalizing emails, nurturing them with content and information they can use, and keeping them well-informed of any deals or special offers.
The most impressive LinkedIn ad campaigns involve comprehensive planning and detailed execution. Follow these tips to get the most bang for your budget and turn internet users into company consumers. Need some guidance? Give us a shout and we’ll be happy to help.
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