Did you know that LinkedIn ads can increase purchase intent for brands by 33%? As more and more professionals and brands are joining the platform, advertising on LinkedIn is teeming with opportunity. Running ads on social platforms means understanding the unique nuances it takes to get the best performance.
While platforms like Google and Meta share many similarities in strategy, LinkedIn is a bit different. If your brand wants to reach target audiences on LinkedIn, Team True has some advice to help you reach your goals.
Every paid advertising campaign needs a target audience. And this process on LinkedIn looks a little different. Unlike other platforms that have behavior-based targeting, LinkedIn is more focused on the job and education journey.
One of the best ways to level up your LinkedIn ad targeting is to use a feature called “matched audiences.” This allows you to combine LinkedIn’s targeting with first party data.
With this process, you can more effectively target people who have visited your website, market to new prospects, and target professionals who influence purchase decisions. LinkedIn also has “predictive audiences” that leverages AI to predict successful ad segments based on your goals.
LinkedIn recommends avoiding over-targeting. Instead of overcomplicating your audience, review your campaign goals and choose a few key settings that matter. For example, focusing on job titles, industry, and specific professional skills is enough for a successful campaign.
When you’re starting a new paid ad campaign, it’s easy to choose a creative format that’s familiar. While single image ads are common on other platforms, LinkedIn has some unique options. Let’s go over a few we’d recommend exploring:
No matter what type of creative your brand chooses, experts recommend A/B testing ads. Since LinkedIn allows you to make changes to an ad campaign in real time, testing out multiple creative types lets you put more budget to what’s performing.
When you’re running a LinkedIn campaign, it’s important to make sure the budget is aligned with the objectives. The budget a brand needs is also dependent on other marketing factors.
For example, if your website gets good traffic, you could create an effective LinkedIn campaign with a smaller budget. Solid website traffic lets you focus on more remarketing. Since the target audience is already familiar with your brand, a smaller budget could still yield conversions.
If you want to generate interest and traffic solely on LinkedIn, a larger budget may be needed to cut through the competition. As a baseline, experts recommended spending at least $25 a day on an ad campaign. In many cases, spending less means you run the risk of not collecting enough data.
Also, be aware that LinkedIn has the potential to spend 1.5x more than your daily budget. You’ll want to keep a close eye on your daily ad spend to stop your budget from running out before the campaign is over.
If your brand is looking to run successful LinkedIn ad campaigns, Team True is ready to help. Our digital marketing experts will create the best strategy, budget, and ad creatives to reach your goals. Contact us today to discuss the benefits LinkedIn ad campaigns can offer your brand’s marketing mix.
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