LinkedIn has recently become a go-to advertising platform. With its regularly updated features, this platform gives advertising firms performance insights, making it stand out.
But unfortunately, it may be pretty challenging to keep up with the ever-changing updates on the platform. This is why this article discusses proven tips you can use when working with LinkedIn ads.
#1 – Understand Conversions Reporting
On LinkedIn, the top summary section has a graph that includes conversions and conversion numbers, which combines both view-through and post-click conversions.
Because people are not actively searching for products and services on LinkedIn, the post-click and view-through conversions reports are valuable. Nevertheless, when reporting these metrics, LinkedIn advertising consultants advise separating them to help your client understand the ads’ impact.
Fortunately, you can segment out and view the post-click and view-through conversions by clicking on the conversions tab right below the data summary.
#2 – Evaluate Performance for Campaign Conversions
You can easily break down the data within a conversion report when you track multiple conversion actions in your campaign. Although this method only segments the total conversions, it does not segment the post-click and view-through data.
#3 – Duplicate Best-Performing Ads After Setting Up New Ad Tests
Like other social media platforms, regularly testing your LinkedIn ads is advisable. Usually, active champion ads on your account get the majority of impressions even after you upload a new ad regardless of selecting the rotate ads event option. Consequently, duplicating your champion ads is best because all ads start at zero at the beginning of a new test.
You can duplicate ads by navigating to the ads section and clicking the duplicate icon under Actions
#4 – Evaluate Audiences Using Demographics Reports
Although LinkedIn’s demographics reporting feature is relatively new, it has constant improvements over time. With this feature, you can segment ad performance across several filters, helping you evaluate campaign performance across any category. These filters include the company’s industry, company size, job function, job seniority, and country.
Furthermore, demographic reporting measures a new campaign’s effectiveness when targeting top-performing audiences. Bidding and tailoring your ad copy to suit each demographic is made easy with this feature.
Note that the demographic reporting section is not the same as website demographics. You can find website demographics at the top of the page that shows website audience insights.
#5 – Incorporate Objective-based Bidding
Like demographics reporting, objective-based bidding is also a new feature. You can choose a campaign object and a corresponding bid method with this feature. The three options for objective-based bidding are awareness, website visits, and website conversions.
Awareness is for reaching people within your target audience and raising brand awareness. And the corresponding bid method for awareness is CPM. On the other hand, website visits are for maximizing the number of people visiting your website. CPC is the corresponding bid method for website visits.
Website conversions help maximize the number of people taking practical actions on your website. Although the corresponding bid method for website conversions is CPC, LinkedIn can automatically raise or lower the bid, helping your get more conversions at the optimal price.
#6 – Review Your LinkedIn Audience Network and Audience Expansion Settings
For every campaign you create, LinkedIn provides the option of opting for ads in your audience network while enabling audience expansion. Sponsored content campaigns have the settings enabled by default. Therefore, it is best to consider if you want to leave the settings active.
The uniqueness of the LinkedIn audience network feature is that it shows your ads on websites outside of LinkedIn to a premium network of publishers. On the other hand, audience expansion broadens your campaign’s reach and displays your ads to audiences similar to your target audience. Implementing the audience expansion feature helps scale your campaign reach even if your target is a low volume audience. It is important to note that this feature may lead people outside your target audience to see your ad.
#7 – Upload A Company Names List Instead of Adding Them Individually
You can upload a list directly using the matched audience option. If you have a list of companies that need targeting, this feature is for you. To access the matched audience option, navigate to accounts assets.
Based on LinkedIn’s recommendations, your list should consist of a minimum of 1000 companies and a maximum of 300,000 records. Nevertheless, only 300 matched members are enough to show your ads. The matched audience feature updates in about 24 hours; therefore, ensure you check back after uploading your list.
LinkedIn ads are great for improving conversions. Therefore, knowing how to use the ads is essential. However, finding your way around the regularly updated features on LinkedIn can be pretty overwhelming. Fortunately, following the tips discussed in this article can help you maximize LinkedIn ads.
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