My Proven LinkedIn Advertising Recipe for Six Figure Deals

LinkedIn has emerged as a solid platform for performance marketing and pay-per-click (PPC) campaigns. After working with three different LinkedIn specialists on different accounts and conducting multiple experiments of my own, I’ve gained valuable insights into optimizing LinkedIn ads for better results.

Below are key strategies that can help you get the most out of your LinkedIn campaigns.

1. Build the Right-Sized Audience

One of the most common challenges with LinkedIn ads is having a small audience size. If your target audience is under 100,000, your ads might not perform effectively. LinkedIn requires a minimum audience size of 50,000 for ads to function, but the ideal range for effective targeting is between 50,000 to 500,000. This sweet spot allows LinkedIn’s algorithms to find qualified leads within your target market, increasing the chances of your ads performing well.

2. Optimize Ad Content for Engagement

When crafting your LinkedIn ad copy, make sure it stays under 220 characters. Many users won’t click on the “Read More” button, so focus on delivering your key message in the visible part of the ad. The text should be concise, prominent, and clearly communicate your objective. Additionally, emphasize the visual content, as that’s often what catches the audience’s attention first.

3. Prioritize Maximum Delivery Over CPC

In the first week or two of your campaign, it’s best to select “Maximum Delivery” instead of setting a cost-per-click (CPC) limit. During this time, LinkedIn’s algorithm is testing your ads and audience. By allowing the algorithm to optimize without constraints, your ads are more likely to perform better initially. After 14 days, you can then calculate your CPC and set limits based on your campaign’s actual performance.

4. Rotate Ads Manually for the First 30 Days

LinkedIn offers two options for ad rotation: “Optimize for Best Performing Ads” and “Manually Rotate Ads.” In the first 30 days, choose to manually rotate your ads. This approach ensures that all your ads get exposure and reduces the risk of creative fatigue—where your audience sees the same ad multiple times, leading to decreased engagement. With manual rotation, your ads will be evenly distributed, giving your audience a fresh perspective with each impression.

5. Retarget Based on Cookies

Retargeting is a powerful tool for increasing conversions. If visitors come to your website but don’t complete a form, you can retarget them with form ads. By leveraging cookies, LinkedIn can show these visitors your ads again, increasing the likelihood of conversion. Retargeting can boost your conversion rate by at least 50%, as these visitors are already familiar with your brand.

6. Leverage Data from Third-Party Platforms

Instead of solely relying on LinkedIn’s default audience creation options, enhance your targeting by using third-party data. For example, if you’re targeting companies in the construction industry, you can use platforms like Google Maps, ZoomInfo, or Apollo to download company data. Once you have a list of 1,000 to 2,000 companies, filter them by LinkedIn profiles or company domains and upload them directly to LinkedIn’s match list. This strategy allows you to create a more refined audience, leading to higher conversion rates. We’ve implemented this approach and increased our conversion rate from 60% to 89%.

7. Split Campaigns for Large Audiences

If your audience exceeds 500,000 and you believe the entire group is relevant, consider splitting the campaigns into two. Segment your audience by industry, company size, or another relevant factor, and target each segment with a separate campaign. This strategy allows you to reach a more specific audience with tailored messaging, increasing your chances of attracting the right leads. It also gives LinkedIn’s algorithms more flexibility to optimize for each segment.

8. Utilize Predictive Audiences

LinkedIn’s predictive audience feature can significantly enhance your targeting efforts. Similar to Google Ads’ lookalike audiences, LinkedIn’s predictive audience expands on your existing audience by identifying users with similar characteristics. For example, if you have forms on your website that are being filled out by your target market, you can create a predictive audience based on these users. By setting a percentage ratio (e.g., 10% or 20%) and selecting the country or industry, you can build a new audience that closely matches your current leads. This feature helps you reach a larger yet still relevant audience, increasing your chances of generating more conversions.

Conclusion

By following these strategies, you can maximize your LinkedIn performance marketing efforts and achieve better results. Whether it’s building the right-sized audience, optimizing your ad content, splitting campaigns, or leveraging predictive audiences, these tips can help you increase your conversion rates and make the most of your LinkedIn ad campaigns. Remember, LinkedIn’s algorithm is constantly learning and adapting, so it’s essential to stay flexible and adjust your approach as needed for optimal performance.