How to Create a LinkedIn Ad! With Best Practices!

How to Create a LinkedIn Ad! With Best Practices! _ MediaOne Singapore

LinkedIn Ad, the Key to Unlocking Your Business Potential!

LinkedIn Ads have become a game-changer in the world of digital marketing. If you’re looking to reach a professional audience, establish your brand, or generate high-quality leads, you’ve come to the right place.

In this blog post, we’ll take you through the steps of creating a LinkedIn Ad while sprinkling in some best practices to ensure your campaign shines.

Getting Started with LinkedIn Ads

Creating a LinkedIn Ad is a fantastic way to connect with a highly targeted audience of professionals. Whether you’re aiming to boost brand awareness or drive website traffic, LinkedIn offers various ad formats to cater to your goals.

Choosing Your LinkedIn Ad Format

LinkedIn offers several ad formats, each with its unique strengths. The first step in creating a LinkedIn Ad is deciding which format suits your campaign objectives. Here are the main options:

  1. Sponsored Content: This format allows you to promote your company updates, articles, or videos directly in users’ feeds. It’s an excellent choice for increasing engagement and brand visibility.
  2. Sponsored InMail: Want to deliver personalized messages directly to your target audience’s inbox? Sponsored InMail is your go-to option. It’s perfect for driving conversions and nurturing leads.
  3. Text Ads: These are simple, cost-effective text-based ads that appear on the right-hand side of the LinkedIn feed or on the top of the LinkedIn inbox. They’re great for driving traffic to your website or generating leads.

Defining Your Target Audience

One of the standout features of LinkedIn Ads is the ability to hyper-target your audience. You can narrow down your audience by criteria like job title, company size, industry, and even specific LinkedIn groups. The more precise your targeting, the more likely your ad will resonate with your audience.

Setting Your Budget and Bidding Strategy

Now that you’ve chosen your ad format and defined your audience, it’s time to set your budget. LinkedIn allows you to choose between daily or total budget options. Your bidding strategy can be either cost per click (CPC) or cost per impression (CPM). It’s essential to find the right balance between your budget and bidding strategy to ensure your ad reaches the right people.

Crafting a Compelling Ad Copy and Creative

Your ad copy and creative elements are the heart and soul of your LinkedIn Ad. They need to be attention-grabbing, relevant, and aligned with your campaign goals. Here are some tips for creating a standout ad:

  • Headline: Your headline should be concise yet impactful. It should pique the interest of your target audience and encourage them to keep reading.
  • Body Text: Use the body text to elaborate on the benefits of your offer. Address pain points and provide a clear call to action (CTA) that tells users what you want them to do.
  • Visuals: Whether you’re using images or videos, make sure they’re high-quality and resonate with your audience. Visuals can be the difference between a scroll-past and a click.

A/B Testing Your Ads

One of the best practices in LinkedIn advertising is A/B testing. This involves creating multiple versions of your ad with slight variations in elements like headlines, visuals, and CTA buttons. By testing these variations, you can identify what resonates best with your audience and optimize your campaigns accordingly.

Optimizing for Mobile

With the increasing use of mobile devices, it’s crucial to ensure that your LinkedIn Ads are mobile-friendly. Make sure your ad creative looks great on smaller screens, and your landing pages are responsive. LinkedIn offers a mobile preview option, so take advantage of it before launching your campaign.

Monitoring and Adjusting Your Campaign

Once your LinkedIn Ad is live, the work doesn’t end there. Regularly monitor its performance through the LinkedIn Campaign Manager. Pay attention to key metrics like click-through rate (CTR), conversion rate, and engagement. If you notice an underperforming ad, don’t hesitate to make adjustments to improve its effectiveness.

Utilizing LinkedIn Ad Analytics

The success of your LinkedIn Ad campaign relies heavily on your ability to analyze its performance. LinkedIn provides a robust analytics platform within the Campaign Manager that offers valuable insights into your ad’s effectiveness. Here are some key metrics to keep an eye on:

  1. Click-Through Rate (CTR): CTR measures the percentage of people who clicked on your ad after seeing it. A higher CTR generally indicates that your ad is resonating with your audience.
  2. Conversion Rate: This metric tracks the percentage of users who took the desired action after clicking on your ad. It could be filling out a contact form, downloading a resource, or making a purchase. Optimizing your ad and landing page for conversions is crucial.
  3. Engagement Rate: Engagement rate includes likes, comments, and shares on your ad. It’s an indicator of how well your ad is engaging your audience. Higher engagement often leads to increased visibility.
  4. Ad Relevance Score: LinkedIn assigns a relevance score to your ads based on their quality and relevance to the target audience. Aim for a high relevance score to ensure your ad is shown to more people.
  5. Impressions: The number of times your ad was displayed to users. It’s essential to balance impressions with engagement and click-throughs to ensure your ad is not just being seen but also acted upon.
  6. Budget and Spend: Keep an eye on your budget and spending to ensure you’re staying within your allocated limits.

By regularly analyzing these metrics, you can make informed decisions about your campaign. For example, if you notice a low CTR, you might want to experiment with different ad creative or targeting options.

Expanding Your Audience

As your LinkedIn Ad campaign matures, consider expanding your audience strategically. LinkedIn offers a feature called “Lookalike Audiences,” which allows you to reach users who are similar to your existing customer base. This can be a powerful way to scale your campaign while maintaining relevance.

Additionally, explore the “Audience Expansion” option within the Campaign Manager. It enables LinkedIn to show your ads to users with traits similar to your target audience, broadening your reach without sacrificing relevance.

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Ad Scheduling and Optimization

Timing is crucial in the world of advertising, and LinkedIn allows you to schedule your ads for specific days and times. This feature can be particularly beneficial if you’re targeting professionals who are more active during specific hours or on certain days of the week. Analyze your audience’s behavior and adjust your ad schedule accordingly.

Optimization doesn’t stop with ad scheduling. Consider experimenting with different ad placements. While the LinkedIn feed is a popular choice, other placements like the right-hand rail or the LinkedIn inbox can also yield excellent results. Testing different placements can help you identify the most effective ones for your campaign.

Leveraging Sponsored Content

Sponsored Content is one of the most versatile ad formats on LinkedIn. It allows you to promote your company updates, articles, and videos directly in users’ feeds. To make the most of Sponsored Content, here are some tips:

  • Create Shareable Content: Craft content that is not only informative but also shareable. Encourage users to engage with your content and share it with their network, thereby increasing your reach.
  • Utilize Lead Gen Forms: LinkedIn offers Lead Gen Forms, which can be added to your Sponsored Content. These forms allow users to submit their information without leaving the LinkedIn platform, making it easier for you to capture leads.
  • A/B Test Headlines and Visuals: Experiment with different headlines and visuals to see which combinations drive the best results. LinkedIn’s A/B testing feature can help you identify high-performing variations.
  • Use Carousel Ads: Carousel ads allow you to showcase multiple images or videos within a single ad. This format is engaging and can tell a compelling story about your brand or product.

Scaling Your Campaign

Once you’ve established a successful LinkedIn Ad campaign, you may want to scale it up to reach an even larger audience. Here are some strategies to consider:

  1. Increase Your Budget: If your campaign is delivering a positive return on investment (ROI), consider allocating more budget to it. This can help you reach more professionals and generate more leads or conversions.
  2. Expand Your Targeting: Look for additional audience segments that are relevant to your business. You can create multiple ad sets with different targeting criteria to reach a broader audience.
  3. Create New Ad Variations: Continuously refresh your ad creative to keep your campaign fresh and engaging. Testing new ad variations can help you discover what resonates best with your audience.
  4. Explore Remarketing: LinkedIn offers remarketing options, allowing you to target users who have previously engaged with your ads or visited your website. This can be a highly effective way to re-engage potential customers.
  5. Consider Different Objectives: LinkedIn Ads can be used for various objectives, such as brand awareness, lead generation, website visits, and more. Depending on your goals, you can create different campaigns to achieve them.
  6. Monitor Competitors: Keep an eye on your competitors’ LinkedIn Ads. Analyze their strategies and see if there are opportunities for you to differentiate and capture a share of the market.

Staying Informed and Adapting

The world of digital marketing is dynamic, and what works today may not work tomorrow. It’s essential to stay informed about industry trends and updates to the LinkedIn advertising platform. LinkedIn often introduces new features and ad formats that can provide fresh opportunities for your campaigns.

Additionally, be ready to adapt your strategy based on the changing landscape and the performance of your ads. Regularly review your analytics and make data-driven decisions to optimize your campaigns.

Utilizing Dynamic Ads

Dynamic Ads on LinkedIn are a highly personalized way to engage with your target audience. These ads automatically personalize content, such as the user’s name, profile picture, and job title, making them highly effective for driving engagement. Here’s how to make the most of Dynamic Ads:

  • Follower Ads: Use Follower Ads to grow your company’s LinkedIn page followers. These ads display your company’s logo and a “Follow” CTA button, making it easy for users to connect with your brand.
  • Spotlight Ads: Spotlight Ads allow you to promote specific products, services, or events directly on users’ LinkedIn feeds. They are particularly useful for showcasing your offerings and driving conversions.
  • Job Ads: If your goal is to attract top talent to your organization, Job Ads can be a powerful tool. These ads automatically show personalized job recommendations to users who match your job posting criteria.

Dynamic Ads leverage the power of personalization, increasing the chances of users engaging with your content.

Exploring LinkedIn Video Ads

Video content is a dominant force in the world of digital marketing, and LinkedIn Video Ads offer a unique opportunity to captivate your audience. Here’s how to make the most of them:

  • Short and Engaging: Keep your video ads concise and engaging. Aim for a length of 15-30 seconds to ensure that you grab the viewer’s attention quickly.
  • Tell a Story: Use storytelling to connect with your audience emotionally. Share success stories, customer testimonials, or behind-the-scenes glimpses of your company culture.
  • Include Captions: Many users watch videos on LinkedIn with the sound off. Adding captions ensures that your message gets across even without sound.
  • Strong Call to Action: End your video with a clear and compelling call to action, directing viewers on what to do next.

LinkedIn Video Ads can help you humanize your brand, showcase your expertise, and connect with your audience on a more personal level.

LinkedIn Ad Placement Strategies

The placement of your LinkedIn Ads can significantly impact their performance. Here are some placement strategies to consider:

  1. In-Feed Ads: These ads appear directly in users’ LinkedIn feeds as sponsored content. They seamlessly blend in with organic content and are highly visible. To make the most of in-feed ads, ensure that your creative is attention-grabbing and relevant.
  2. Sponsored InMail: Sponsored InMail allows you to send personalized messages directly to users’ LinkedIn inboxes. Use this placement for targeted messages, event invitations, or lead nurturing campaigns.
  3. Audience Network: LinkedIn’s Audience Network extends your ad reach beyond LinkedIn to partner websites and apps. This placement can help you reach a wider audience, but it’s essential to monitor performance closely.
  4. Programmatic Display: Programmatic display ads are shown on LinkedIn’s partner sites and apps. They can be an effective way to expand your reach, but like the Audience Network, careful monitoring is crucial.
  5. LinkedIn Audience Expansion: As mentioned earlier, LinkedIn offers an Audience Expansion feature. It can automatically show your ads to users with characteristics similar to your target audience, increasing your reach while maintaining relevance.
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Experiment with different ad placements to see which ones work best for your campaign objectives. The right placement can make a significant difference in the success of your ads.

Leveraging LinkedIn Lead Gen Forms

LinkedIn’s Lead Gen Forms simplify the process of collecting leads from your ads. When a user clicks on your ad, a pre-filled form with their LinkedIn profile information pops up, making it easy for them to submit their details. Here’s how to optimize Lead Gen Forms:

  • Customize Form Fields: Tailor your Lead Gen Form to collect the specific information you need. While LinkedIn pre-fills some fields, you can add custom questions to gather additional data.
  • Include a Strong Offer: Encourage users to complete the form by offering something valuable in return, such as a whitepaper, eBook, or webinar registration.
  • Auto-Thank You Messages: After users submit the form, you can set up an auto-thank you message that directs them to your website or provides additional information.
  • Integrate with CRM: LinkedIn allows you to integrate Lead Gen Forms with your CRM system, making it seamless to follow up with leads.

By utilizing Lead Gen Forms effectively, you can streamline your lead generation process and capture high-quality leads.

A/B Testing and Optimization

A/B testing is an ongoing process in LinkedIn advertising. It involves creating multiple variations of your ad to determine which elements perform best. Here are some aspects to test and optimize:

  • Headlines: Experiment with different headline variations to see which ones grab the audience’s attention most effectively.
  • Visuals: Test different images or videos to see which ones resonate with your audience. Visuals play a crucial role in capturing attention.
  • CTA Buttons: The call to action button text can impact conversion rates. Test variations to determine which CTA prompts the most action.
  • Ad Copy: Try different ad copy approaches, such as highlighting benefits, addressing pain points, or telling a story.
  • Audience Segmentation: Create different ad sets with varying audience criteria to identify the most responsive segments.
  • Bid Strategy: Experiment with different bidding strategies to find the optimal balance between cost and results.
  • Landing Pages: Ensure that your landing pages are optimized for conversions. Test different page layouts, content, and forms.

A/B testing is a continuous process that allows you to fine-tune your campaigns for better performance over time.

LinkedIn Ads Reporting and Analysis

The success of your LinkedIn Ads campaign relies heavily on data analysis. LinkedIn provides robust reporting tools within the Campaign Manager to help you assess your ad’s performance. Here’s how to make the most of these insights:

  • Regular Monitoring: Set aside time for regular monitoring of your campaign. Check key metrics such as CTR, conversion rate, and engagement.
  • Identify Trends: Look for patterns and trends in your data. Are certain days of the week or times of the day more effective for your ads? Use this information to adjust your campaign schedule.
  • ROI Analysis: Calculate the return on investment (ROI) for your campaign by comparing the cost of advertising to the revenue or leads generated. This will help you assess the campaign’s overall effectiveness.
  • Audience Insights: Analyze the demographics and behaviors of your audience. Are there specific segments that respond better to your ads? Use this information to refine your targeting.
  • Competitor Analysis: Keep an eye on your competitors’ LinkedIn Ads. Analyze their strategies and see if there are opportunities for you to differentiate and capture a share of the market.
  • Adjust and Optimize: Based on your analysis, make data-driven adjustments to your campaign. Experiment with different elements and strategies to continuously improve your results.

By harnessing the power of data analysis, you can refine your LinkedIn Ads campaigns and ensure they deliver the best possible outcomes.

Conclusion: Unlocking the Power of LinkedIn Ads

Creating and managing LinkedIn Ads is a dynamic process that requires a combination of strategy, creativity, and data analysis. Whether you’re looking to generate leads, increase brand awareness, or drive website traffic, LinkedIn Ads offer a powerful platform to connect with a professional audience.

To recap, here are the key takeaways and best practices for successful LinkedIn Ads:

  • Begin by choosing the right ad format that aligns with your campaign objectives.
  • Define your target audience meticulously to ensure your ads reach the right professionals.
  • Set a budget and bidding strategy that balances your campaign goals and cost considerations.
  • Craft compelling ad copy and creative elements that resonate with your audience.
  • Embrace A/B testing to discover what works best and optimize your campaigns accordingly.
  • Ensure that your ads are mobile-friendly to reach users on various devices.
  • Monitor and analyze your campaign’s performance regularly, making data-driven adjustments.
  • Explore advanced features like Dynamic Ads, Video Ads, and Lead Gen Forms to diversify your campaign strategy.
  • Experiment with different ad placements and retargeting options to maximize your reach.
  • Always adhere to LinkedIn’s advertising policies and ethical standards to maintain a positive brand image.

LinkedIn Ads have the potential to elevate your digital marketing efforts and connect you with professionals across various industries. By following the best practices outlined in this blog post and staying informed about industry trends, you’re well-equipped to create and manage successful LinkedIn Ad campaigns that deliver outstanding results.

If you have any specific questions or need further guidance on any aspect of LinkedIn advertising, please feel free to ask. We’re here to help you succeed in your digital marketing journey!

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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