Do you have a small B2B business or offer professional services? Then chances are your prospects are on LinkedIn. The best way to reach them is by joining like-minded groups and participating in the conversation. Another great way to reach them is consider doing a LinkedIn Ad.
If you are just getting started with LinkedIn Ads then you should know that it includes a photo, 25 characters headline and 75 character description. Your ad will appear on the right hand nav (pic with text) or at the top (text only). You can geo-target your audience down to the job role level. Whether you set up your ad for PPC (Pay per click) or CPM (cost per thousand impressions), you still need to make sure you do the following:
5 Tips for Being Successful with LinkedIn Ads
- Target your audience. You can have the best ad, but if the right audience isn’t seeing it, what good is it? Figure out who your target audience is and then market directly to them. LinkedIn makes it easy to geo-target your audience.
- Have a good graphic. You can purchase stock photos from iStockphoto or other similar sites and make sure it conveys what you want it to say with a clear and concise message. The graphic needs to be 50×50 pixels, which is very small, so make sure it’s legible.
- Call to action. When someone sees your ad, what do you want them to do with that information? If they click on your ad, where do you want it to take them? Once they get to your landing page, what do you want them to do? Answer these question and be clear about it. The prospect who sees your ad needs to know how your product or service will benefit them. And they are more likely to click on your ad if they know what the call to action is up front. Transparency always nets better results.
- A/B Test your ads. A/B testing or split testing your ads is when you do two different ads and test to see which one has a better outcome. LinkedIn offers you the ability to do this quite easily. Swap out a graphic, swap out your headline, or swap out text and test them. After a few days, if you are not seeing clicks/views, then stop that campaign and move on to the next one. Don’t forget, for keywords, use Google’s keyword tool to see what resonates with your audience.
- Collect their data. You can see how many people clicked on your ad or how many people were exposed to it, but where did they go and who are they? Think about capturing their information once they click on your ad. Make sure that your landing page has a way of “incentivizing” them to give you their information. You can tempt them by giving away a free whitepaper or download.