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Ads Optimization Guide
Table of contents


                                                    STEP
       Take your campaigns to the next level               Optimizing Bids
                                               03
                                                    04                                                 10



                                                    STEP
       Key drivers for advertising success                 Landing Pages
                                               04
                                                    05                                                 11



STEP
       Creating Multiple Campaigns                         Tracking Performance
01                                             05                                                      12



STEP
       Targeting                                           Common Situations Advertisers Face
02                                             07                                                      13



STEP
       Refresh and Test Creative
03                                             08




                                                                                           linkedin.com/ads | 2
Take your                                            What we’ll cover:
campaigns to the                                     •	   Creating Multiple Campaigns

next level                                           •	
                                                     •	
                                                          Targeting
                                                          Ad Creatives
                                                     •	   Landing Pages
Now that you’ve set up at least one campaign         •	   Conversions and Analytics
using LinkedIn Ads, it’s time to learn how to        •	   Common Situations Advertisers Face
improve your results and attract more of the right
customers.




                                                                                      linkedin.com/ads | 3
Key drivers for
advertising success:



 ✓   Know your competitors and what
     differentiates you from them.                ✓   Create strong ad creatives to test new
                                                      ideas, while keeping your message fresh.




 ✓   Establish a test plan, so you can measure
     and improve results.                         ✓   Target unique segments to find the perfect
                                                      mix of targeting facets.




 ✓   Build multiple campaigns to test different
     campaign elements.                           ✓   Develop effective landing pages that drive
                                                      conversion.




                                                                                      linkedin.com/ads | 4
STEP
                                                                                                          01



                                                     Products & Services
                                                     Create a different campaign for each of your products,
                                                     services, or conversion goals.


Create multiple
                                                     Multiple Ad Versions
campaigns to test                                    Create multiple versions of your ads for each campaign.
                                                     This will help you discover which ads perform best for

and optimize spend
                                                     each unique campaign.

                                                     Note: Click-through rate (CTR) is a good indicator of how
                                                     an ad is performing.

Creating multiple campaigns is a crucial step for
optimizing your advertising spend and achieving
your marketing goals.                                Geography
                                                     Create campaigns for different geographic regions.
                                                     Monitor performance and adjust your messaging, bids, or
                                                     budgets by region, if appropriate.




                                                    In general, good ads have a CTR greater than 0.03%.


                                                                                                linkedin.com/ads | 5
STEP
                                                                                  01

                           Unique Audiences
                           Create a different campaign for each unique audience
                           you want to target.


                          Example

                          If you’re trying to reach graphic designers in Los Angeles and
                          media buyers in New York, you should target those types of


Create multiple
                          professionals in different campaigns. You can create ad copy
                          that speaks directly to that audience and gauge which types
                          of professionals your ads resonate with.


campaigns to test
different audiences   i
                           Same Audience
                           Create different campaigns to test targeting the same
                           audience in different ways.

                          Example

                          If your product appeals to marketing managers, you could set
                          up individual campaigns that target by industry (Marketing
                          & Advertising), Job Function (Marketing), and Job Title
                          (Marketing Manager).




                          Give yourself at least 2-3 days to ensure you’re receiving
                          reliable results when measuring impressions and clicks.

                                                                        linkedin.com/ads | 6
STEP
                                                                                                                     02

Develop your
targeting
                                                 We strongly recommend that you create multiple campaigns
                                                 to test different audiences and target criteria.

                                                 Once you have some initial results, work on identifying the
Here are some things to consider when thinking   most viable campaigns and optimizing on the most effective
about your target audience on LinkedIn:          targeting criteria.

                                                 Sometimes one targeting selection can make all the difference.


 Where are they located?                                                   Mark Smith
                                                                           Age 45
                                                                           Title Accounting Director
 Do they work in a certain industry?                                       Company ABC Investing Corp.
                                                                           Location San Francisco Bay Area
                                                                           Professional interests
 Do they have specific job functions?                                      Entrepreneurship, Leadership,
                                                                           Finance/Accounting, Investing

 Do they belong to certain LinkedIn Groups?


 Do they have certain skills or expertise?
                                                           We recommend an audience size of 100,000 to 400,000
                                                           targeted members for a successful campaign, especially
                                                           new ones. Before targeting age and gender, try targeting
                                                           by seniority. Some profiles do not indicate an age or
                                                           gender, and those members will not be shown an ad.


                                                                                                           linkedin.com/ads | 7
STEP
                                                                                                                 03
Optimize and
Refresh Your                                     Image
                                                 50x50 pixel image                                   Description

Creative                                                                Headline
                                                                        Up to 25 characters
                                                                                                     Up to 75 characters




Make your ad stand out by creating a
compelling and persuasive image, headline,
and description. Strong images and ad copy
have a large role in successful LinkedIn Ads                         Need a Corporate Career?
campaigns.                                                           Gourmet catering for private parties.
                                                                     Affordable prices. Get a free quote.

Make higher click through rates (CTR) your
goal with strong ad copy. When testing           Tasty Corp Catering has 1,680 followers on LinkedIn
creative, make sure to hold your targeting
constant and rotate ads evenly, so the ads are
tested against the same audience.

Test each component of your creative (image,     From
copy, call-to-action) independently by making    Your name or company
a different ad for each element.

To create a new campaign with the same
targeting and ads, click New Ad Campaign
and select Duplicate Existing.
                                                      Give yourself at least 2-3 days to ensure you’re receiving
                                                      reliable results when measuring impressions and clicks.

                                                                                                       linkedin.com/ads | 8
STEP

Testing your ad elements                                                                                        03

to maximize results.


        Images have a large impact on your click
                                                                  Speak directly to your target audience and use
        through rate. Try images with bright colors and
                                                                  vocabulary relevant to their profession. Also,

 ✓      faces (if relevant) that will catch your audience’s
        attention and generate interest. Build creatives
        that are sharp, crisp, and clear. Avoid images
                                                              ✓   you’ll want to test copy that uses eye-catching
                                                                  words and phrases: Limited Time, Off, Discount,
                                                                  Exclusive, Free, Special, Now, New, Save.
        that don’t fill the 50x50 pixel space.




        Powerful call-to-action terms drive clicks and            The ads that perform best (highest CTR), will
        higher conversion rates: Download, Get More               be shown more often. This “Optimize Click

 ✓      Information, Contact Us, Call, Request Info, Get
        a Quote, Sign Up Now, Sign Up, Start Now,
        Apply, Join, Try, See How, Hurry.
                                                              ✓   Through Rate” setting is strongly recommended
                                                                  (although you can rotate ad variations evenly if
                                                                  you prefer or plan to manage the ads closely.)




     When optimizing and refining ad copy, make increasing
     CTR your primary goal.


                                                                                                      linkedin.com/ads | 9
STEP
                                                                                                                04

Optimize your bids
What’s the right bid? When you created your initial
campaigns, you should have set a bid price and
decided on a Cost per Click (CPC) or Cost per         Tip
1,000 Impressions (CPM) payment method. Most
successful advertisers choose to bid on a CPC         Very tight targeting may require you to bid over the
basis.                                                suggested range to serve impressions.

Initially, we recommend bidding in or above the
suggested bid range. This will make it more likely
that your ads receive impressions and clicks. If      Note
you are not receiving impressions or clicks, you
may need to increase your bid, especially if the      The Max CPC bid as indicated in the bid interface is the
audience you are targeting is very competitive.       highest bid you are willing to pay per click. In reality, you
                                                      will only pay 1 cent over the 2nd highest bidder. So if the
A common tactic is to begin with a high bid and
                                                      suggested bid range is $2.50 - $3.00 and you bid $5 and
lower it as you optimize your ad creative and CTR.    the next highest bid is $3.00, you will only pay $3.01. In
                                                      addition, strong campaign performance and CTR often
Additionally, when advertising for time sensitive     decreases your actual CPC.
activities (e.g. a speaking event), we recommend
you bid at the high end of the range or above the
range. This will increase the number of impressions
you receive and improve the likelihood of you
reaching your goals prior to the event.




                                                                                                     linkedin.com/ads | 10
Landing Pages                                                                                                                             STEP
                                                                                                                                          05
The landing page is the web page users are directed to once they click on your ad, and it’s the last piece
to driving sales, leads, or conversions. Be sure your landing page is a continuation of your ad targeting,
creative, and offer. If someone comes to your landing page looking for a free trial offer, but can’t find it,
they are likely to quickly leave the page.




            Customize your landing page and offers to

   ✓        match your ad campaigns (this includes both
            targeting and ad copy).                                          ✓         Different target audiences and offers should
                                                                                       have different landing pages.




                                                                                       Offer relevant and useful information on your
            Focus on a single action you want your visitors                            landing page, so visitors have a reason to

   ✓        to take. Too many options creates clutter and
            confusion, often lowering conversion rates.                      ✓         stay and engage.Examples: Unique value
                                                                                       proposition, images/videos, benefits, customer
                                                                                       testimonials, and a strong call to action.




         There’re a lot of tips on the web for building great landing pages, but with LinkedIn Ads, you already know a lot about your
         audience through targeting. Take this audience knowledge into account when creating your landing pages.


                                                                                                                               linkedin.com/ads | 11
Tracking Performance: Analytics
If you’re looking to measure your return on ad spend or simply understand the performance
of your campaigns, having insight into your website visitor behavior and conversion rates is
vital. Without proper tracking you’ll be unable to understand the true value of the traffic and
awareness your campaign is creating.

The most common way of tracking conversions, sales, or leads is through a website analytics
tool. We suggest you contact your webmaster or hosting provider if you’re unsure about how
to find or implement a third-party analytics tool.

Once you have your analytics set up, we recommend tracking your campaigns in the most
detailed fashion possible. Tagging your destination URLs with channel, campaign, audience,
and ad-level tracking will result in the most comprehensive evaluation of your ad performance.




                                                                                                  linkedin.com/ads | 12
Bonus Section: Common Situations
Advertisers Face
Now that you’re tracking your results, you’re bound to find room for improvement. Here are a few
common situations that advertisers may encounter and how to react:

Situation: Your target audience is not driving enough impressions or clicks

•	 Increase the number of LinkedIn members who see your ads by broadening your targeting criteria.

      •	 For example, is your product or service gender specific? If not, remove that targeting filter.
      •	 Are there any geographic areas or industries you are missing that you might need to add?

•	 Consider creating a new campaign with a different target audience. This expands your audience
   footprint and allows you to track the performance of different target segments separately.

•	 Think about increasing your bid above the suggested bid range. Your bid will be more competitive
   and will likely receive more impressions.




                                                                                                          linkedin.com/ads | 13
Bonus Section: Common Situations
Advertisers Face
Situation: Your CTR is too low or begins to drop

•	 Try experimenting with different ad variations that target specific audiences. Break up one
   campaign (for example, targeting 900,000 members) into 3 smaller campaigns (targeting
   300,000 members each), and write ads specifically for each of those smaller audiences.

•	 Increase your bid. If your target audience is highly competitive, then another advertiser may
   take impressions from you if you do not have a winning bid.

•	 Revisit the target audience you’ve selected. It may be too big or too narrow. As a general
   rule, an audience of smaller than 100,000 members may result in very few to no clicks.
   Remember, even if you expand your target audience, you should keep your ad copy as
   relevant and targeted as possible.

•	 Reevaluate your target audience by picturing your ideal customers. Are there any
   job functions (like Marketing or Finance) or industries (like Pharmaceuticals or
   Telecommunications) that you can use to narrow your audience further?




                                                                                                   linkedin.com/ads | 14
Bonus Section: Common Situations
Advertisers Face
Situation: You need more leads or inquiries

•	 Make sure your ad is relevant to what you offer and is attractive to the audience that you’re
   targeting.

•	 Try providing special offers or free trials of your products or services.

•	 Optimize your landing page to give your target audience an easy way to complete the
   action you’d like them to take. The landing page should deliver what the ad promised (free
   whitepaper, free trial or product demo, discount on a product, etc.)

•	 Rethink your target audience and test additional campaigns. For example, is there another
   type of member on LinkedIn that could benefit from your product other than who you
   typically sell to?




                                                                                                   linkedin.com/ads | 15
Bonus Section: Common Situations
Advertisers Face
Situation: You want to reduce your cost per click

•	 Work on improving your CTR. The LinkedIn Ads platform rewards campaigns that are
   relevant and appealing to their target audience, and better performance often results in
   downward trending CPCs.

       •	 Try experimenting with different headlines, images, and descriptions.
       •	 Turn off ad variations that aren’t performing well.

•	 Refine your targeting criteria. Is your audience so large that your ad isn’t relevant to
   a majority of the LinkedIn members you are currently targeting? As a general rule,
   audience sizes over 3 million members may be too big.




                                                                                              linkedin.com/ads | 16
Bonus Section: Common Situations
Advertisers Face
Situation: Your budget is not allowing for enough impressions or clicks

•	 Try experimenting with day parting to improve ROI. Day parting is choosing a specific time
   of day for your ads to be shown. You have the ability to turn your campaigns on or off at any
   time manually from your dashboard.

      •	 LinkedIn displays ads at different rates during the day, depending on when users are
         active on the site.
      •	 Note that an advertising “day” is based on Greenwich Mean Time (GMT), which
         starts at 4pm Pacific (7pm Eastern) in the US.




                                                                                                   linkedin.com/ads | 17

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LinkedIn Ads Optimization Guide

  • 2. Table of contents STEP Take your campaigns to the next level Optimizing Bids 03 04 10 STEP Key drivers for advertising success Landing Pages 04 05 11 STEP Creating Multiple Campaigns Tracking Performance 01 05 12 STEP Targeting Common Situations Advertisers Face 02 07 13 STEP Refresh and Test Creative 03 08 linkedin.com/ads | 2
  • 3. Take your What we’ll cover: campaigns to the • Creating Multiple Campaigns next level • • Targeting Ad Creatives • Landing Pages Now that you’ve set up at least one campaign • Conversions and Analytics using LinkedIn Ads, it’s time to learn how to • Common Situations Advertisers Face improve your results and attract more of the right customers. linkedin.com/ads | 3
  • 4. Key drivers for advertising success: ✓ Know your competitors and what differentiates you from them. ✓ Create strong ad creatives to test new ideas, while keeping your message fresh. ✓ Establish a test plan, so you can measure and improve results. ✓ Target unique segments to find the perfect mix of targeting facets. ✓ Build multiple campaigns to test different campaign elements. ✓ Develop effective landing pages that drive conversion. linkedin.com/ads | 4
  • 5. STEP 01 Products & Services Create a different campaign for each of your products, services, or conversion goals. Create multiple Multiple Ad Versions campaigns to test Create multiple versions of your ads for each campaign. This will help you discover which ads perform best for and optimize spend each unique campaign. Note: Click-through rate (CTR) is a good indicator of how an ad is performing. Creating multiple campaigns is a crucial step for optimizing your advertising spend and achieving your marketing goals. Geography Create campaigns for different geographic regions. Monitor performance and adjust your messaging, bids, or budgets by region, if appropriate. In general, good ads have a CTR greater than 0.03%. linkedin.com/ads | 5
  • 6. STEP 01 Unique Audiences Create a different campaign for each unique audience you want to target. Example If you’re trying to reach graphic designers in Los Angeles and media buyers in New York, you should target those types of Create multiple professionals in different campaigns. You can create ad copy that speaks directly to that audience and gauge which types of professionals your ads resonate with. campaigns to test different audiences i Same Audience Create different campaigns to test targeting the same audience in different ways. Example If your product appeals to marketing managers, you could set up individual campaigns that target by industry (Marketing & Advertising), Job Function (Marketing), and Job Title (Marketing Manager). Give yourself at least 2-3 days to ensure you’re receiving reliable results when measuring impressions and clicks. linkedin.com/ads | 6
  • 7. STEP 02 Develop your targeting We strongly recommend that you create multiple campaigns to test different audiences and target criteria. Once you have some initial results, work on identifying the Here are some things to consider when thinking most viable campaigns and optimizing on the most effective about your target audience on LinkedIn: targeting criteria. Sometimes one targeting selection can make all the difference. Where are they located? Mark Smith Age 45 Title Accounting Director Do they work in a certain industry? Company ABC Investing Corp. Location San Francisco Bay Area Professional interests Do they have specific job functions? Entrepreneurship, Leadership, Finance/Accounting, Investing Do they belong to certain LinkedIn Groups? Do they have certain skills or expertise? We recommend an audience size of 100,000 to 400,000 targeted members for a successful campaign, especially new ones. Before targeting age and gender, try targeting by seniority. Some profiles do not indicate an age or gender, and those members will not be shown an ad. linkedin.com/ads | 7
  • 8. STEP 03 Optimize and Refresh Your Image 50x50 pixel image Description Creative Headline Up to 25 characters Up to 75 characters Make your ad stand out by creating a compelling and persuasive image, headline, and description. Strong images and ad copy have a large role in successful LinkedIn Ads Need a Corporate Career? campaigns. Gourmet catering for private parties. Affordable prices. Get a free quote. Make higher click through rates (CTR) your goal with strong ad copy. When testing Tasty Corp Catering has 1,680 followers on LinkedIn creative, make sure to hold your targeting constant and rotate ads evenly, so the ads are tested against the same audience. Test each component of your creative (image, From copy, call-to-action) independently by making Your name or company a different ad for each element. To create a new campaign with the same targeting and ads, click New Ad Campaign and select Duplicate Existing. Give yourself at least 2-3 days to ensure you’re receiving reliable results when measuring impressions and clicks. linkedin.com/ads | 8
  • 9. STEP Testing your ad elements 03 to maximize results. Images have a large impact on your click Speak directly to your target audience and use through rate. Try images with bright colors and vocabulary relevant to their profession. Also, ✓ faces (if relevant) that will catch your audience’s attention and generate interest. Build creatives that are sharp, crisp, and clear. Avoid images ✓ you’ll want to test copy that uses eye-catching words and phrases: Limited Time, Off, Discount, Exclusive, Free, Special, Now, New, Save. that don’t fill the 50x50 pixel space. Powerful call-to-action terms drive clicks and The ads that perform best (highest CTR), will higher conversion rates: Download, Get More be shown more often. This “Optimize Click ✓ Information, Contact Us, Call, Request Info, Get a Quote, Sign Up Now, Sign Up, Start Now, Apply, Join, Try, See How, Hurry. ✓ Through Rate” setting is strongly recommended (although you can rotate ad variations evenly if you prefer or plan to manage the ads closely.) When optimizing and refining ad copy, make increasing CTR your primary goal. linkedin.com/ads | 9
  • 10. STEP 04 Optimize your bids What’s the right bid? When you created your initial campaigns, you should have set a bid price and decided on a Cost per Click (CPC) or Cost per Tip 1,000 Impressions (CPM) payment method. Most successful advertisers choose to bid on a CPC Very tight targeting may require you to bid over the basis. suggested range to serve impressions. Initially, we recommend bidding in or above the suggested bid range. This will make it more likely that your ads receive impressions and clicks. If Note you are not receiving impressions or clicks, you may need to increase your bid, especially if the The Max CPC bid as indicated in the bid interface is the audience you are targeting is very competitive. highest bid you are willing to pay per click. In reality, you will only pay 1 cent over the 2nd highest bidder. So if the A common tactic is to begin with a high bid and suggested bid range is $2.50 - $3.00 and you bid $5 and lower it as you optimize your ad creative and CTR. the next highest bid is $3.00, you will only pay $3.01. In addition, strong campaign performance and CTR often Additionally, when advertising for time sensitive decreases your actual CPC. activities (e.g. a speaking event), we recommend you bid at the high end of the range or above the range. This will increase the number of impressions you receive and improve the likelihood of you reaching your goals prior to the event. linkedin.com/ads | 10
  • 11. Landing Pages STEP 05 The landing page is the web page users are directed to once they click on your ad, and it’s the last piece to driving sales, leads, or conversions. Be sure your landing page is a continuation of your ad targeting, creative, and offer. If someone comes to your landing page looking for a free trial offer, but can’t find it, they are likely to quickly leave the page. Customize your landing page and offers to ✓ match your ad campaigns (this includes both targeting and ad copy). ✓ Different target audiences and offers should have different landing pages. Offer relevant and useful information on your Focus on a single action you want your visitors landing page, so visitors have a reason to ✓ to take. Too many options creates clutter and confusion, often lowering conversion rates. ✓ stay and engage.Examples: Unique value proposition, images/videos, benefits, customer testimonials, and a strong call to action. There’re a lot of tips on the web for building great landing pages, but with LinkedIn Ads, you already know a lot about your audience through targeting. Take this audience knowledge into account when creating your landing pages. linkedin.com/ads | 11
  • 12. Tracking Performance: Analytics If you’re looking to measure your return on ad spend or simply understand the performance of your campaigns, having insight into your website visitor behavior and conversion rates is vital. Without proper tracking you’ll be unable to understand the true value of the traffic and awareness your campaign is creating. The most common way of tracking conversions, sales, or leads is through a website analytics tool. We suggest you contact your webmaster or hosting provider if you’re unsure about how to find or implement a third-party analytics tool. Once you have your analytics set up, we recommend tracking your campaigns in the most detailed fashion possible. Tagging your destination URLs with channel, campaign, audience, and ad-level tracking will result in the most comprehensive evaluation of your ad performance. linkedin.com/ads | 12
  • 13. Bonus Section: Common Situations Advertisers Face Now that you’re tracking your results, you’re bound to find room for improvement. Here are a few common situations that advertisers may encounter and how to react: Situation: Your target audience is not driving enough impressions or clicks • Increase the number of LinkedIn members who see your ads by broadening your targeting criteria. • For example, is your product or service gender specific? If not, remove that targeting filter. • Are there any geographic areas or industries you are missing that you might need to add? • Consider creating a new campaign with a different target audience. This expands your audience footprint and allows you to track the performance of different target segments separately. • Think about increasing your bid above the suggested bid range. Your bid will be more competitive and will likely receive more impressions. linkedin.com/ads | 13
  • 14. Bonus Section: Common Situations Advertisers Face Situation: Your CTR is too low or begins to drop • Try experimenting with different ad variations that target specific audiences. Break up one campaign (for example, targeting 900,000 members) into 3 smaller campaigns (targeting 300,000 members each), and write ads specifically for each of those smaller audiences. • Increase your bid. If your target audience is highly competitive, then another advertiser may take impressions from you if you do not have a winning bid. • Revisit the target audience you’ve selected. It may be too big or too narrow. As a general rule, an audience of smaller than 100,000 members may result in very few to no clicks. Remember, even if you expand your target audience, you should keep your ad copy as relevant and targeted as possible. • Reevaluate your target audience by picturing your ideal customers. Are there any job functions (like Marketing or Finance) or industries (like Pharmaceuticals or Telecommunications) that you can use to narrow your audience further? linkedin.com/ads | 14
  • 15. Bonus Section: Common Situations Advertisers Face Situation: You need more leads or inquiries • Make sure your ad is relevant to what you offer and is attractive to the audience that you’re targeting. • Try providing special offers or free trials of your products or services. • Optimize your landing page to give your target audience an easy way to complete the action you’d like them to take. The landing page should deliver what the ad promised (free whitepaper, free trial or product demo, discount on a product, etc.) • Rethink your target audience and test additional campaigns. For example, is there another type of member on LinkedIn that could benefit from your product other than who you typically sell to? linkedin.com/ads | 15
  • 16. Bonus Section: Common Situations Advertisers Face Situation: You want to reduce your cost per click • Work on improving your CTR. The LinkedIn Ads platform rewards campaigns that are relevant and appealing to their target audience, and better performance often results in downward trending CPCs. • Try experimenting with different headlines, images, and descriptions. • Turn off ad variations that aren’t performing well. • Refine your targeting criteria. Is your audience so large that your ad isn’t relevant to a majority of the LinkedIn members you are currently targeting? As a general rule, audience sizes over 3 million members may be too big. linkedin.com/ads | 16
  • 17. Bonus Section: Common Situations Advertisers Face Situation: Your budget is not allowing for enough impressions or clicks • Try experimenting with day parting to improve ROI. Day parting is choosing a specific time of day for your ads to be shown. You have the ability to turn your campaigns on or off at any time manually from your dashboard. • LinkedIn displays ads at different rates during the day, depending on when users are active on the site. • Note that an advertising “day” is based on Greenwich Mean Time (GMT), which starts at 4pm Pacific (7pm Eastern) in the US. linkedin.com/ads | 17