First things first, remember the basic set-up:
Now that you know what you have to play with, here are SocialB’s tips to creating effective LinkedIn Display Ads.
With such a small image and a tight restriction on characters (even less than Twitter!) you need to make every character and every pixel count. Make sure that your image is eye-catching and bold. Your ad will be on a white background and will be stacked between a few others, so bear this in mind when making your choice. Opt for something colourful, or at least contrasting.
You have a total of 100 characters to play with, so concision is essential. Your title should grab your audience’s attention, with a strong call to action – don’t go in for the hard sell, as this isn’t effective on social media, but with just 25 characters to work with, there’s no room for subtlety here. Your body description needs to convey as much detail as possible in 75 characters – your audience needs to know what they are clicking on. If there isn’t enough detail they may not click on your ad. If the detail doesn’t match the destination page, you will notice a high bounce rate as users will leave your landing page immediately.
LinkedIn’s targeting facility is very in-depth, so be specific. You will notice your ‘Audience’ decreasing at the side of the screen as you filter through your options, but don’t be deterred by this! The more specific you are with your targeting, the more likely you will see a better ROI. If your ads are appearing to the wrong audience, as your targeting is too broad, you will see a poorer click through rate. It is worth paying attention to LinkedIn’s suggested options – those of you who use Google Ads will be familiar with Google’s Keyword Recommendations – this is a similar feature and can help you if you are just starting out with LinkedIn ads.
If your ad copy is tight and your image is on point, your targeting could probably do with being narrower, or perhaps you need to rethink exactly who your target audience is.
A benefit of LinkedIn Ads is that LinkedIn allows you to create multiple adaptations of your ad – this means that you can experiment with different copy and images. You can then monitor the performance of your different ads over time, and then turn off ads that aren’t performing well, or adapt ads according to what you’ve learned. Make the most of this feature, as it will help you to fine-tune not only this ad, but future ads too.
It is really important to keep an eye on your daily budget. When your daily budget is reached your ads will stop showing. This could be the downfall of your ads – consider, for example, that 60% of your audience is online in the evening, if your daily budget is used up by 3pm GMT and your ad is no longer displaying, you will have passed by a large portion of your audience.
Likewise, make sure that your bid is high enough for your target audience – similarly to bidding for Google keywords. With LinkedIn, you bid for your audience. If another advertiser’s bid is higher than yours, their ad will be seen over yours. Remember that the bid you choose is the maximum you’re willing to pay, LinkedIn discount your click or impression so that you’re only paying the minimum needed to beat the advertiser below you. If you’re new to LinkedIn Ads, then use the Suggested Bid Range.
Noticing a decline in CTR and ROI for an ad that started out very successful? Don’t worry; this is very common, particularly if you’re displaying the same ad for many weeks running. Try refreshing your ads once a month or so, with new copy or images.
What is your experience with LinkedIn Ads? Let us know in the comments below or tweet us @SocialBuk
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