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LinkedIn’s potential as a vast social platform is no news. We are talking about the potential to reach over 500 million people from different parts of the world. Every serious B2B and B2C business that wants to boost website traffic and maximize leads must find a way to conquer this platform.
But it is not always a walk in the park. Except B2B companies incorporate the right marketing strategy, their LinkedIn ads may not perform as expected. That said, the eight (8) LinkedIn ads tips for Small Businesses discussed in this article will give you a strong headstart, and help your business get the best out of LinkedIn advertising. You can also Try Adobe advertisement maker.
Periodic campaign monitoring and evaluation help your business achieve great results from LinkedIn ads. Therefore, continuously checking metrics like click-through rates and impressions is vital. This way, you can notice ads that don’t perform up to expectations and pause or replace them with better ones.
Continuous analysis of your campaign’s performance improves your ads, helping you understand what works and what doesn’t.
Before creating a LinkedIn ad campaign, one of the foremost steps is to select an objective. The objective is the reason behind your campaign and the action you want users to take. The three categories of objectives include awareness, consideration, and conversion.
Because these ads have their place in your sales funnel, you have to use them at different times during a customer’s buying experience.
Choosing the best ad format when running LinkedIn ads is one of the best ways to get results for your small business. LinkedIn has different ad formats, including;
Sponsored content is a native ad format sitting directly inside a user’s LinkedIn feed. And it appears alongside content from other users the user is following. This ad format is very similar to Facebook promoted posts.
A Sponsored InMail is suitable for sending targeted recipients personalized messages. You don’t have to bother about a user not seeing your message because LinkedIn only sends them to active users. With Sponsored InMails, you can include a link or call-to-action button that will be visible on mobile
Text Ads are the pay-per-click of LinkedIn. LinkedIn displays text ads inline or on the side rail. Because creating these ads is straightforward, you only pay when a user clicks on your ad, ensuring you get a good deal.
Although ad personalization on LinkedIn sounds challenging, it is possible. Through proper targeting, tailoring your message to connect with a specific group of people you want to reach is easier.
Intext ads allow you to address your audience directly. Therefore, when using a sponsored content ad, ensure you call out your audience using direct language.
You can also add a personal greeting in sponsored InMail messages using %FIRSTNAME%, %LASTNAME%. And if you’re targeting a specific job title in your ad, you can mention the recipient’s job title.
Speaking with your audience in the second person is an excellent way of connecting with them.
You can easily stand out and capture your audience’s attention when using a great quote or statistic. People quickly digest smaller pieces of information on social platforms, including LinkedIn
Using a punchy quote is excellent for pulling people in before following up with an irresistible offer. Recently, LinkedIn tested an update with a statistic and another one without it. The test produced striking performance results.
The update that includes statistics performed better with a 37% higher click-through-rate and 162% more impressions
Apart from performance, quotes help break down information. Therefore, it is advisable to pick a short quote people can connect with while helping them understand things from your perspective. You can also generate the best results when using the picture of the person you’re quoting alongside your copy.
Your daily budget simply refers to the maximum amount you intend to spend on any day during your ad campaign. Generally, the minimum budget for a LinkedIn ad campaign is $10 per day.
But be careful. It is possible to spend 20% more than your budgeted amount on your campaign.
If you reach your budget and your ads continue displaying, you have to pay for the extra clicks and impressions. And unfortunately, this cost can be up to 20% more than your daily budget. If your sector is a high competive one like the SaaS industry, you can find more best practices about the budget management in the article LinkedIn ads tips for SaaS companies.
Getting an idea of what your budget should be is quite simple. Simply multiply your bid and the number of clicks or impressions you intend to obtain per day. For instance, if you want to get 15 clicks per day and your budget for a click is $5, then your minimum daily budget is $75 per day.
When testing, trying out different options doesn’t hurt. Because LinkedIn recommends creating three ads for a campaign, you can try out as many as fifteen ad variations.
Fortunately, several advantages are associated with creating multiple ads for your campaign. For instance, testing multiple ads helps you see what works with your audience and then use the insight gained to create future ads.
Creating multiple ads allows LinkedIn to display the ones with the highest click-through rates automatically. Consequently, you can pause ads that don’t meet expectations and conserve your advertising budget.
It is important to note that all ads require some testing and adjustment before getting them right. Moreover, starting with different ad variations provides more flexibility, helping you deliver variety to your target audience.
You can change the headline, images, or post copy depending on your choice.
Although LinkedIn ads are exceptional, the only way to get them working is to use a clear call-to-action (CTA). CTAs tell users what they should do next. Unfortunately, users often ignore an unclear or overly complicated CTA. Therefore, use simple, direct, and compelling language that encourages users to take the next step.
Words like “download,” “join,” “register,” “confirm,” “learn,” and “try” are compelling, and using them in your CTA generates the best results.
You can also test different CTAs if you don’t get as many actions as you would like from your ad campaign.
Lastly, ensure you use words that appeal to your users’ emotions – an enthusiastic and positive CTA increases your audience’s enthusiasm.
In a world where LinkedIn has proven to be a hard nut to crack for most Small businesses out there, the tips discussed above can help you maximize the potential of LinkedIn, putting you ahead of your competitor in most aspects.
About the author
Romain Vernin is a Startup marketing expert. Previously, Romain worked as a marketing manager for a fintech start-up.