The 3-Part LinkedIn Ad Checklist
So interested in LinkedIn ads.
I’ve had ads on LinkedIn since 2012 and have tested a lot in different markets – you could say I’ve written a book about it.
There are actually two types of LinkedIn ad campaigns (three if you’re a big brand with at least $ 25,000 to spend on advertising). Self-service announcements and sponsored upgrade announcements.
Before you can determine what’s right for your business, you need to know
What is the difference between self-service and sponsored update ads?
Self-service ads are small ads that you see in the right column of LinkedIn and at the top of the page as text ads. You’ll see ads in the sidebar below the ads widget you’re interested in, similar to the image below. The ads are grouped into a series of three ads and include a thumbnail image and text.
So what works best with LinkedIn ads?
I recommend that you do not run self-service ads unless you have thoroughly tested and researched your campaigns.
In my experience, LinkedIn members don’t click on self-serve ads as often as Google ads, and when they do, they don’t connect like Google and Facebook ads. LinkedIn is working hard to improve the performance of self-service ads.
For this reason, we focus on Sponsored Update Ads in this post.
Sponsored Updates were released in mid-2014 and work very well in most cases. By treating sponsored updates as native ads, you’ll receive a high click-through rate (CTR), a low cost-per-click (CPC), and a high conversion rate (CR).
Here is an example of a Google-sponsored update. Note that 419 people liked this update, and there are 16 comments. Check out the updates that get the most likes and comments, and save the screenshots so you can use the same approach for sponsored updates.
Take a look below and download a free PDF version of this LinkedIn Advertising Checklist when you’re ready!
1. Content optimization
Always ask, “Why does the public want to read this?”
Most online banners get little response because we see a lot of banners and suffer from “banner blindness”. Online marketers are always looking for suggestions to improve ad performance, so Google shares examples that work for them.
Use concise and engaging titles and introductions
Banners have a bad reputation, but when done well they can increase brand promotion.
As an online marketer, your goal is a headline that allows them to click on your ad for more information.
Ask compelling questions to engage your target audience
People are always looking for answers to their problems, so grab their attention by asking a question and answering in your advertising campaign.
Notice the interaction BrightRoll creates by asking a simple question. 649 likes and 37 comments are great interactions for LinkedIn ads.
Optimize your landing pages for mobile traffic
Most traffic on LinkedIn is mobile.
The BrightRoll Advertising landing page is clean and streamlined, and you can fill out the form with your LinkedIn contact information with one click. This is one of the biggest benefits of LinkedIn-sponsored updates, where you can fill out web forms with one click.
2. Work in management
Plan an editorial calendar and respond immediately to events
Plan your editorial calendar at least a quarter in advance to share relevant and timely information. Also, plan your holiday promotions and special events well in advance so that you have time to prepare high-quality content.
Respond quickly to comments
Social media is all about punctuality, so keep an eye on sponsored updates and act fast. Unhappy customers can sometimes respond to sponsored updates, so you need to act quickly to release your frustration.
Keep updates active 24 hours a day, 7 days a week.
In today’s business environment, people can work online at any time of the day. Save your ads 24x7x365 to increase your chances of seeing your content.
Start 2-4 sponsored updates at the same time to split the test
Always break up your ad campaigns by testing different headings, ad text, and images to see what your audience is responding to.
Test, engage, and refine
When people comment on your content, they tell you what your biggest weaknesses are so you can create more content to solve their problems. He also has ideas for new products and services that solve the biggest problems of his customers.
3. Image Optimization
Always add an attractive photo, video, or slideshow
Adding beautiful images or videos to blog posts, articles, and online ads almost always increases engagement.
Make sure your image is relevant to the content
I’m sure you saw an attractive image in an ad that made you click on it, so you were disappointed when the landing page and the offer had nothing to do with the image. It is a lure and a switch and you immediately suspect an activity because you have been deceived. Make sure your image matches your product or service to gain viewers’ trust.
Use similar images on your landing page
Here is an excellent example of LinkedIn using the same image on the sponsored update and again on the landing page. This continues with the discussion about updating the page with sponsored placements, which will significantly improve your conversion rate.