LinkedIn Ads
LinkedIn Ads are quite often over looked in the world of social media advertising. Sometimes seen as the ad platform mainly used for B2B, below we’ll show you why LinkedIn could be the exact tool that you need to increase your sales and engagement.
LinkedIn Ad Types
- LinkedIn Sponsored Content: Ever wished that you could post on your business page but show to more people than just the users that actually follow you? With LinkedIn Sponsored Content, now you can!
- LinkedIn Text Ads: Target professional audiences to drive great quality leads with these unbelievably simple LinkedIn Text Ads.
- LinkedIn Sponsored InMail: This is essentially InMail marketing with the ability to use paid ads targeting.
- LinkedIn Programmatic Display Ads: Use great creative to get your ads in front of the worlds largest and most engaging professional users, who are in majority key decision makers and influencers.
- LinkedIn Dynamic Ads: Customise your ads based on the targeted users own LinkedIn profile data. Each member will see their own profile information on these ads, so they’re more personalised and more likely to drive engagement.
LinkedIn Targeting Options
One of our favourite things about targeting ads on LinkedIn, is the variety of targeting options available. Check out the list below for just a few of the options:
- Match Audiences
- Company connections
- Company followers
- Industries
- Name of Company
- Company Size
- Demographic
- Education
- Job experience
- Functions or skills
- Seniorities, titles, or experience
- Interests
Ad Costs
Realistically you need to be able to spend a minimum of £20 a day on LinkedIn Ads to see a benefit. This doesn’t have to be continuous, if you don’t want it to be. However make sure you’re giving the ads enough time to work their magic.
Decision Makers
80% of LinkedIn members are in charge of business decision making
Trust
LinkedIn has been voted the most trusted social media platform in 2020
B2B Marketing
Over 30 million companies use LinkedIn, making it perfect for B2B marketing
Account Structure
Account structure and audience funnels is super important for social ads. So the first thing we'll do is check out how your audiences are set up to flow through your ad funnel.
Audience Crossover
Quite often when a social ads account has been set up incorrectly, the audiences will sometimes cross over at different stages of the ad funnel. This can limit the performance of an ad and stop them from performing to the best that they can.
Strategy Analysis
Campaigns all have different strategies and it's important (if there are multiple strategies in an account) that they all marry up well and don't stop each other from performing.
Performance Analysis
Depending on the objective of the campaigns within the account, we'll analyse performance in different ways. Some of the fundamental things we look at are:
• Average Cost Per Acquisition (CPA)
• Conversion Rate
• Cost Per Click (CPC)
• Click-Through Rate (CTR)
• Return On Ad Spend (ROAS)
Advert Review
The amount of ads can sometimes be a tell tale sign that whoever was running the account previous, may be grasping at straws to figure out what works and what doesn't. This is fine as long as there is some form of structure to measure the A:B testing properly.
Ad Tracking
Check all Pixel events, CAPI, UTMs, Purchase Conversion Value Tracking and more.
Growth Opportunities
Find any quick wins, tell you how much wasted spend there is, look for some long term opportunities, trend analysis and competitor research.
