LinkedIn Advertising Best Practices

Everything from your targeting criteria to your ad content and your landing page could affect your ad’s performance, that’s why it’s such a good idea to create different versions of your ad to compare performance and determine what’s working and what’s not. Use that data with the following suggestions to improve your overall LinkedIn Ads results.

Budget and bidding: It’s important that you set a daily budget that’s high enough to give your ad a chance to be seen. If your budget is expended too quickly, you might not get the number of clicks or impressions that you need. Similarly, if your bid is too low, you might be losing excellent opportunities to get your ad in front of your best audience. Analyze your ad’s performance over the period of a week or two and determine if your daily budget and bid need to be increased to get more clicks or impressions. Without exposure, your ad has no chance of delivering positive results.

Ad content: The content of your ad matters. If your ads aren’t delivering a click-through rate (the number of times an ad is clicked divided by the number of impressions the ad received) of at least 0.025 percent (learn more about ad tracking at the end of this chapter), then it’s time to start testing different images, headlines, and descriptions. Make sure your ad is clear, concise, action-oriented, and includes a message that addresses the target audience’s wants, needs, problems, and concerns.

Targeting: A low click-through rate could also be an indication of poor targeting. Modify your ad’s targeting criteria to make it more focused and see if you get more clicks.

Landing page: Of course, your ad needs to get clicks first, but if you’re not sending people to the right landing page when they do click on your ad, then your advertising efforts and investments are wasted. Make sure you do the work outside of LinkedIn to create a successful campaign. Create a landing page that speaks directly to the ad’s audience and motivates them to complete your call to action.

LinkedIn Ads are not an exact science because you don’t have complete control. However, the more data you can gather about your target audience and what they respond to, the better you can make your ads. That’s where performance tracking comes into the picture!