Interested in getting more from your LinkedIn Ads? Not sure what to try next? Check out these five must-try optimization tips to boost your campaign performance and earn more impressions, clicks and leads!
1. Resurrect an ad by changing its image.
Is an ad lagging? Instead of merely pausing it and diverting your impressions to the better performing ads, try bringing it back to life by swapping out the image for a better one. Some advertisers have been able to triple the CTR by simply using a different image.
When choosing a new image for your ad, try to use one that’s both eye-catching and relevant. Bright colors, high contrast and easily identifiable images tend to work well, especially when compared to busy and vague images. And while it may have been convenient to use your company logo, you may want to consider something different. Faces, icons and product shots are also easy images to source.
2. Capture audience interest by calling out your targeting.
A great way to capture your target audience is to call them out in your ad. If you’re targeting by job category, mention that category in the ad. That’s right, marketer, I’m talking to you! If you’re targeting by job title, use that job title in the ad. In addition to getting their attention, this technique will qualify your audience so the wrong people won’t click on your ad and waste your budget.
If it’s not clear how your offer relates to your targeting, try to be explicit and highlight the specific feature, product or service that the audience would be most interested in. Come on, this is your chance to present the ideal messaging to this customer segment.
3. Support bold headlines with the ad description.
Bold headlines can really make your ad stand out and capture the interest of your viewers, but you’ll want to make sure your description supports it with additional details. Consider elaborating in a way that explains what people can expect to find on your landing page once they click on your ad. This way, you can qualify potential visitors and limit clicks from people that aren’t likely to do business with you.
4. Get more impressions by bidding generously.
Don’t roll your eyes. Sure this one sounds obvious, but LinkedIn can be a particularly difficult ad network to earn impressions on. If you’re having trouble earning a meaningful number of impressions, bid above the system’s suggested CPC bid.
"I always bid at least double the suggested amount – instead of below or at the suggested amount – to quickly get to the top of the auction and obtain actionable data.” –Scott Bowler, Localiiz
The good news is you won’t necessarily pay this much. Localiiz found that even when they doubled the suggested bids, their actual CPC was typically less than the suggested bid amount. Of course, your mileage may vary, but if you’re earning quality leads from LinkedIn and have a positive ROI, raise your CPCs when impressions slip.
5. Reach qualified prospects by targeting groups.
Since LinkedIn users reveal their interests, skills and expertise by joining groups, targeting large and niche groups can be a great way to reach people that are likely to be interested in your offer. For example, if you’re promoting a seminar for wedding photographers, you can target “Wedding Professionals Networking Group,” “Photography Industry Professionals” and “This is Wedding Photography.”
This is a powerful technique for targeting the right audience and really shows the capabilities of LinkedIn Ads targeting. Just make sure your targeted groups in total have a large enough membership so you still have a meaningful reach.
For more help, check out our guide to LinkedIn Ads targeting.