LinkedIn Ads: 5 best practices to boost your results

With almost 780 million users, LinkedIn Ads is a powerful platform, and its advertisements are highly effective in attracting qualified leads.

The tool lets you create advertising campaigns using different formats (text, image, video) and reach LinkedIn users according to very specific criteria.

However, it's sometimes difficult to optimize these ads and get the best possible results. That's why in this article I've put together 5 best practices you can adopt to use LinkedIn Ads effectively and boost your results.

First and foremost...

Why advertise via LinkedIn Ads?

Are you looking to promote your brand, company, services or products? Or are you looking to recruit?

In a competitive environment, advertising on LinkedIn is the ideal solution to increase your chances of a successful promotional or lead generation campaign. The ability to create ultra-precise targeting is the platform's greatest asset.

1. Add 5 visuals per campaign

We hear all the time about the benefits of A/B testing. By comparing different ads, you can simply determine which are the most effective. But I know it can be tedious to create several ad variations to perform these tests.

Save time by using the "Duplicate" function to quickly create an exact copy of your original ad, thenmodify one element at a time, such as the title, text or image.

Include several variations of your ads, keeping them up to date to avoid boredom and to ensure that frequencies aren't too high. Over time, you'll improve the relevance score of your ads.Your relevance score is based on engagement metrics such as clicks, comments and shares. If your ad relevance score is high, you're more likely to perform better than your competitors.

2. Test several Lead Gen LinkedIn Ads forms

I ' d also recommenddeclining Lead Gen forms.

What information is most important for sales to collect from your prospects? Focus on these fields and delete those that aren't necessary. I find that forms with five or fewer fields have the highest response rates. Take a look at thisvideo on lead gen forms.

3. Opt for conversation ads

Conversation ads offer audiences an "I decide what I'm going to do" experience.

Once you've initiated a conversation, your audience can choose the response that suits them best. This type of ad allows you to showcase products and services while encouraging registrations for your webinars, for example.

LinkedIn finds that people such as the CEO, CMO, tend to get a higher open rate than other company employees.

It's important to write a message that's direct and interactive. Be concise and personal. If possible, use bulleted lists rather than dense text. LinkedIn finds thattext under 500 characters generates a 46% higher click-through rate on average.

4. Create an audience from clicks on your Lead Gen forms

What if you used your Lead Gen form clicks forretargeting? Have people shown interest in your content but not taken action? You don't want them to forget about you and miss out on your offer! LinkedIn Ads records clicks on your Lead Gen forms. So you can create an audience made up of people who clicked on your forms but didn't fill them in. To do this, you'll need to create and then exclude the audience made up of people who converted on your form.

5. Check demographic data to make sure your campaign is reaching the right audience

Once you've defined your targeting criteria and launched your LinkedIn Ads campaign, you need to make sure that your ads are actually reaching your target audience. To do this, check your campaign demographics every week or two.

To do this, go to the "Campaigns" tab, then select the campaign you're interested in. Then click on the "Demographics" button in the top right-hand corner. You'll then see a window showing the share of impressions, clicks, click-through rate, conversions and conversion rate according to the targeting criteria you've defined.

If you find that certain impressions or clicks have no connection with your targeting, exclude them from your targeting criteria so that you can spend your budget efficiently and only on the people you want to reach. Don't hesitate to call on our experts for all yourmedia placement needs.