LinkedIn’s advanced targeting capabilities make it a potent weapon in the arsenal of any B2B marketer.
While costs per lead may be higher than on other social platforms, the ability to reach key decision-makers means the quality of those leads is often significantly higher.
If you’re looking to take your campaigns to the next level, here are five top tips to get more from your LinkedIn ads:
1. Retarget people who watch your videos
Thanks to a recent update, it’s now possible to retarget LinkedIn users who viewed 25%, 50%, 75% or 100% of your video ads, allowing you to tailor the ads that they see based on how much of the video they watched.
Someone who watched 100% of your explainer video can be targeted with a demo request ad, while someone who only saw 25% can be sent content that’s higher up the funnel, like a blog or case study.
2. Retarget people who engage with your lead-gen forms
Another recent tweak allows LinkedIn advertisers to more effectively reach users who engage with lead-gen forms.
Previously, you had to manually download and upload a list of names, email addresses and companies to retarget the people who completed your forms.
Now, LinkedIn does all the legwork for you — plus you can target people who opened your lead gen ad but didn’t submit the form.
3. Test different ad formats
Most marketers click straight on “single image ad” — it’s simple and effective. But there are multiple formats available, depending on the goal of your campaign.
Don’t be afraid to try something new — use carousel ads to tell a story with multiple images, video ads to catch the eye, or conversation ads to drive conversions via your audience’s InMail inbox.
4. Optimise your campaigns with demographic data
LinkedIn offers a wealth of demographic data on the people who see and engage with your ads, such as:
- Job title
- Company name
- Company size
Use this information to optimise your campaigns. If your ads are attracting a lot of attention from a certain demographic — such as CTOs at financial services companies with 11-50 employees — hone your targeting by creating new ads specifically for that audience.
5. A/B test your ad variations
Never stop striving to improve performance. Introduce small variations to your top-performing ads — such as a slightly different image, or new wording in the CTA — then pit the variations against one another to see what works best.
Only test one change at a time, so you can be sure what’s behind any variance in results.
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