You read LinkedIn’s post about testing your Sponsored Content.
You thought you’d give it a try and wrote a few ads which have been running ever since...
...and you never got around to testing them.
If this is you - don’t worry - you’re not alone. Taking time to create, run, and revisit test ads is one of the things marketers love to forget to do. Or, if you are at an agency and you’re juggling dozens of clients, you simply may not have the time to give LinkedIn the attention it deserves. I get it, believe me.
So, let me show you how I set up my latest LinkedIn Ad tests in the hopes of giving you another bump to give it a try. Obviously, having AdStage would make all of this a lot easier, but I’ll give you step by step instructions in case you do not. (Sales Pitch: At least start the AdStage trial to use it for this test...it’s free and does not require a credit card.)
Step 1 - Creative Strategy
If you already have creative running and you just want to try some new images or copy, it’s easy. Pick your best performers and write some ads with new images or updated text.
In this example, I was starting from scratch and needed to spend a little time thinking about my audience and what my ads were trying to achieve. So, I took the time to jot down answers to these questions:
- Who is the audience?
- What is their goal and how can I help them achieve it?
- What emotion do I want to appeal to?
- What tactics will I use to convince them?
LinkedIn says, “Consider running at least four [ads] for any major campaign” and “two weeks is the minimum amount of time recommended [to run a test].” Since my goal was to set up this test and walk away for more than a month I wanted to run at least 12 ads. That way, I could run 4 ads every two weeks. I’m also assuming you have a “control” ad that will always be running (just in case your test ads are terrible) so that leaves 9 new ads to be created.
After 6 weeks, that’s a lot to review.
Step 2 - Mad Men Time, Write Those Ads
I chose three images, and wrote three updates. 3 Images x 3 Updates = 9 ads. Math! Here’s a few of those ads:
Note: There are three ways to build these ads:
- LinkedIn (free) - Just go to an existing campaign and build some Direct Sponsored Content (DSC). I would keep all my creative in a spreadsheet to start and do a lot of copy and paste. Submit one by one. This will take you maybe 15 minutes.
- AdStage (paid subscription) - We offer an ad combination builder. Drop in a bunch of images and text, and then choose from all the possible combinations.
- B2Linked Bulk Editor (freemium with AdStage subscription) - If you want to upload multiple ads to many different campaigns, then use this tool from B2Linked to avoid having to spend hours creating ads one by one. B2Linked themselves use it to upload 3,000 ads each month. You fill out a spreadsheet then upload it and poof: Ads!
Step 3 - Wait for Creative Approval
Be sure your ads are in an Active campaign so they get reviewed. Once they make it through approval they will go live, so don’t be surprised if all your ads start getting impressions all of a sudden.
I used AdStage to set up a Rule that ran every 6 hours and checked to see if my ads were approved and active. Once my ads were active, the Rule paused them. This way I limited the time my test ads ran before the official LinkedIn Ad tests started. Once I got the email that my ads were paused, I knew I was ready to fire up my test. If you’re working directly in LinkedIn be sure to set yourself a reminder. “Siri remind me to check my LinkedIn ad approvals!”
Step 4 - Test Setup
Ok, now we’re on to setting up the LinkedIn Ad tests themselves. The goal here is to keep running your control ad (assuming you have at least one ad that’s been live for awhile) alongside 3 test ads. I always run the test ads for two weeks, or until they’ve run long enough that I know they are stinkers. If they qualify as stinkers, then I want to pull them out early.
So how exactly do we set it up? I’ll walk through one of many ways to run LinkedIn ad tests. If you want to get all scientific about it, you can run your results through a statistical significance calculator as well. But - let’s be real - you don’t have enough budget to run every ad to stat sig. The good news is if you’ve been running LinkedIn ads for a while, you’ll have a reasonable sense of what good and bad ad performance looks like, so the plan with this test is to get to that point with the least amount of spend possible.
The goal is to rotate an ad out of circulation once it drops below your lower threshold but has had enough impressions to get an honest shot at it. Marketers use many different metrics to measure how “good’ an ad is and it depends heavily on your business and goals. Here are some typical metrics marketers use:
- Cost per Click
- LinkedIn Conversion Rate*
- LinkedIn Cost Per Conversion*
- LinkedIn Return on Ad Spend (ROAS)*
*Note: You can use these three metrics if you have LinkedIn Conversion Tracking setup...and you should. If you’re using your own conversion data you can send those conversions to AdStage as custom conversions or just review all your data manually in a spreadsheet.
If you’re not sure what to use. Start simple and use these test parameters:
- One Control Ad: Already Active
- Test Ads: Test 3 Ads until 2 weeks has elapsed or the ad has 10,000 Impressions and CTR<0.5%
Step 5 - Run the Test
Now you have a plan. Congrats! You just need to execute.
There are two ways to do this:
- Schedule some time every few days to check in on your ad performance. If I go this route I drop invites into my Google Calendar or use a project management tool like Asana or Do.com to nag me more efficiently. Also check in at the two-week marks to make sure ads are cycling through as needed.
- Use AdStage Rotations. Set everything up in advance like this and then hit Done.
Regardless of which route you go, ensure you have your ads set to “Rotate Variations Evenly” in your LinkedIn campaign settings. This is one of the best hidden features in LinkedIn! Find it yet? Didn’t think so… it’s in the gear next to your campaign name.
Step 6 - Monitor
Remember, we always have our control ad running so if any weirdness happens (Superbowl, your website goes down, etc.), you have a comparison ad in place. After all your ads have reached their target or 6 weeks has passed, it’s time to review your LinkedIn Ad tests.
There are two ways to do this:
LinkedIn Ads View: Check out your overall performance trend and each ads metrics. It’s a little hard to see trends but you can see overall who did well and who sucked.
AdStage Report: Build a table and an Ad Line Widget to see the performance over time of your ads.
Step 7 - Pick Your Winners
After every ad gets a shot (either by earning enough impressions or by using their two weeks), make sure you set aside some time (even just 10 minutes) to go through the results of your LinkedIn Ad tests. Based on the metrics and goals you set, which ads performed well? What patterns and trends do you see in those ads?
Side Note: I would say I’d share my results so you can learn what works but let’s be honest...my ads work for me and your ads work for you. Pretending that ads created for my audience, product, and landing page will behave in exactly the same way as your ads is just plain click-baity. And, there are plenty of ideas to try from LinkedIn themselves. Pick a few tricks and test them...it’s the only way to know.
Then, most importantly of all, run more LinkedIn Ad tests based on these results. One test is never going to magically teach you everything you need to know. Keep refining, iterating, and perfecting your ads. Good luck!