Optimising LinkedIn Ads: An SBC Playbook

Greetings, fellow marketers and general learners of all things digital! As a senior digital marketing manager, I've had my fair share of questions over the years about LinkedIn ads, how they work, what the ROI is, and how to maximise return. That's why I thought today, we'd delve into LinkedIn Ads, a powerhouse for service-based companies (SBCs) to forge meaningful connections and generate leads.

While this guide is far from the end-all be-all, it does dissects the nuances of crafting high-performing LinkedIn Ads campaigns for SBCs. We'll explore:

• The LinkedIn Ads Landscape for SBCs:?Uncover the unique advantages and considerations for service-based businesses.
• Campaign Setup Deep Dive:?Dive into the nitty-gritty of campaign creation, from targeting to bidding strategies.
• Conversion Optimisation Hacks:?Discover unconventional tactics to maximise conversions and increase ROI.
• B2B vs. B2C Tailoring:?Learn how to tailor your approach for B2B and B2C audiences on LinkedIn.

By the end of this journey, you'll be equipped to craft a more comprehensive LinkedIn Ads campaign that will drive qualified leads and propel your service-based business towards exponential growth.

Why LinkedIn Ads are a Game-Changer for SBCs

While e-commerce thrives on quick transactions and impulsive purchases, service-based businesses cultivate long-term client relationships. Here's how LinkedIn Ads cater to this distinct need:

• Targeting Precision:?LinkedIn's unparalleled demographic and professional targeting options allow you to pinpoint your ideal clients based on job titles, seniority, skills, and company size. Imagine reaching decision-makers at companies facing the exact problems your service solves!
• Building Trust & Credibility:?LinkedIn fosters a professional environment where users are receptive to valuable content and thought leadership. Showcase your expertise through sponsored content, establishing trust and positioning yourself as the go-to solution provider.
• Generating Qualified Leads:?Forget the fleeting clicks of traditional display ads. LinkedIn Ads [CAN] foster high-quality leads, connecting you with individuals seeking your services. This translates into better conversion rates and a lower cost-per-acquisition (CPA), so long as you set all your chips up right.

Campaign Setup Masterclass

Now, let's roll up our sleeves and delve into the practicalities of setting up high-octane LinkedIn Ads campaigns!

Campaign Objective:?Define your primary goal. Do you desire website traffic, lead generation, brand awareness, or engagement? Aligning your objective with your overall marketing strategy is paramount.

Targeting:?This is your secret weapon! Leverage LinkedIn's targeting features to reach the most relevant audience. Explore options like:

• Demographics:?Age, gender, location, income, etc.
• Job Title & Industry:?Target decision-makers in your niche, maximising ROI.
• Skills & Interests:?Hone in on individuals with skills relevant to your service's value proposition.
• Company Size & Growth Rate:?Focus on companies that can benefit most from your services.
• Audience Lookalikes:?Expand your reach to audiences with characteristics similar to those of your existing customer base.

I always recommend starting with the job title and skills and then working to the company size. If you have a company page on LinkedIn with a lot of followers, you can also retarget these and similar audiences and later create lookalike audiences. The benefit there is you're actively targeting people who are interested in your services, not only your key demographics who may or may not be passive buyers.

Bidding Strategy:?Choose the bidding approach that aligns with your campaign goals. Here are some popular options:

• Maximum Bid:?Set the highest amount you will pay for a click or impression. This is great if you're on a tighter budget.
• Target Cost-Per-Acquisition (CPA):?Optimise your bids to achieve a predetermined cost per lead. This option is helpful if you know how much a lead for your overall service costs and can thus mirror it, ensuring you're not overpaying for a click or lead.
• Automated Bidding:?Let LinkedIn's algorithm manage your bids to maximise your chosen objective. This will help you stay in the game with your competitors and allow the algorithm to offer you more reach. But be careful; sometimes, LinkedIn can run away with the cost of a bid.

I always recommend starting with an A/B split test when it comes to creating your first campaign, as you will need to know what works best. Within that, manual bidding is also my first recommendation, as it will allow you to set the cost per click you wish to maintain manually. Often, with start-ups and SMEs, you won't have a massive Paid budget, so playing around with the appropriate cost - usually lower - will still help you identify which ads worked while showing them to your key demographics.

Ad Formats:??LinkedIn offers a diverse ad format arsenal to cater to different objectives. Explore options like:

• Sponsored Content:?Share valuable, educational content that positions you as a thought leader.
• Single Image Ads:?Capture attention with compelling visuals and a clear call to action (CTA).
• Carousel Ads:?Showcase a series of images or videos to tell a compelling story.
• Dynamic Ads:?Personalise your ads using user data, dynamically displaying relevant information for each user.
• Text Ads:?Concise and cost-effective, ideal for driving traffic to your website.

Speaking from my own experience, I've found the most ROI in single-image ads and carousel ads. That's not to say that test or dynamic ads aren't suitable for you; it's all about experimenting. However, in my experience, we've essentially had a high level of insight into our key demographics and understood their buyer behaviours, so single-image ads were our most cost-effective yet high-yielding option.?

Remember, just because a different ad format promises you more leads doesn't mean the cost will be the same or lower. LinkedIn Ads is a fine balancing act where you have to consider your budget, the cost of leads, the quality of leads, and the total amount of conversion you hope to have at the end of the campaign.?

Conversion Optimisation Hacks

We've established the foundation for high-performing LinkedIn Ads campaigns. Now, let's delve into conversion optimisation, the art of transforming clicks into loyal customers. Here are some unconventional tactics to maximise conversions and elevate your ROI:

• The Power of Social Proof:?People are inherently risk-averse. To build trust and establish credibility, showcase client testimonials, case studies, and positive reviews from reputable sources (think industry publications or recognised brands). Feature these elements prominently within your ad copy and landing pages. Consider including compelling statistics or data points that quantify the benefits you provide.
• Leverage Retargeting:?Keep website visitors from slipping through the cracks! Employ retargeting campaigns to reconnect with those who still need to take action. Tailor your retargeting ads to address specific pain points they might have encountered on your website. Offer valuable content, exclusive discounts, or a free consultation to reignite their interest.

• Test, Test, Test!:?A/B testing is your best friend. Feel free to experiment with different ad copy variations, visuals, CTAs, landing page elements, and targeting parameters. Analyse the data to identify the winning combination that resonates most with your audience and drives the highest conversions.
• Embrace Video Storytelling:?Video ads are proven to capture attention and boost engagement. Craft compelling video narratives that showcase your expertise, client success stories, or the transformative impact of your services. Keep your videos concise and impactful, ideally under 60 seconds, to cater to short attention spans.
• The Unconventional CTA:?Avoid the generic "Learn More" button and craft compelling CTAs that entice users to take action. Explore options like "Schedule a Free Consultation," "Download Your Growth Guide," or "Get Your Custom Quote" that directly address potential client needs.
• Retarget Based on Engagement:?Not all website visitors are created equal. Utilise LinkedIn's engagement targeting to focus your retargeting efforts on individuals who actively interacted with your sponsored content (e.g., clicked on links, viewed videos, or commented on posts). This allows you to deliver highly relevant ads to a pre-qualified audience with a demonstrable interest in your offer.
• Offer an Irresistible Lead Magnet:?Entice users to convert by offering a valuable free resource, like an e-book, white paper, or webinar registration, in exchange for their contact information. Ensure the lead magnet addresses a pain point your service solves, establishing your expertise and providing immediate value.
• Go Beyond the Expected:?Personalisation is king. Utilise dynamic ad formats incorporating user data (e.g., name, job title, company) to deliver hyper-relevant messaging. This adds a personal touch, grabbing attention and increasing the likelihood of a positive response.
• Remarketing Lists for Search Ads (RLSA):??Bridge the gap between LinkedIn Ads and search engine marketing (SEM). Create RLSA audiences based on your website visitors who interacted with your LinkedIn Ads. This allows you to display targeted text ads on search engines when these users search for relevant keywords, maximising your reach and brand visibility.

By implementing these unique hacks, you can significantly enhance your LinkedIn Ads campaigns, transforming them into lead-generating powerhouses that propel your service-based business towards sustained growth.

B2B vs. B2C LinkedIn Ads Approach

The beauty of LinkedIn Ads lies in its versatility. While the core principles we've discussed remain applicable, it's crucial to tailor your approach based on whether you're targeting B2B or B2C audiences. Let's delve into the nuances of each:

B2B Tailoring:

• Targeting Precision:?Focus on job titles, industries, and company sizes relevant to your ideal client profile—target decision-makers with the authority to approve your services.
• Messaging Focus:?Emphasise the ROI your service offers. Quantify the benefits you provide, such as increased efficiency, cost savings, or improved brand reputation—showcase case studies and data-driven results that resonate with a logical, data-driven decision-making process.
• Ad Formats:?Leverage formats like sponsored content, white paper downloads, and webinar registrations to establish thought leadership and build trust. Utilise video testimonials from satisfied clients in specific industries to demonstrate the impact of your service.

B2C Tailoring:

• Targeting Specificity:?Target users based on demographics, interests, and pain points relevant to your service. Consider targeting users who have recently engaged with content related to your industry.
• Messaging Focus:?Evoke emotions and highlight the personal benefits your service offers. Use storytelling and powerful visuals to connect with users on an emotional level. Emphasise how your service can improve their lives, solve their problems, or enhance their well-being.
• Ad Formats:?Employ eye-catching visuals with concise and compelling copy—Utilise carousel ads to showcase product features or the transformative impact of your service. Consider influencer marketing partnerships to leverage established trust with the target audience.

Additional Considerations:

• B2B with B2C Elements:?A hybrid approach might be optimal for some service-based companies. For instance, a financial planning service might target B2B decision-makers within companies (B2B element) while offering employees individual retirement planning services (B2C element). Tailor your messaging and ad formats accordingly.
• Content is King:?High-quality content remains essential regardless of B2B or B2C focus. Create valuable blog posts, infographics, or videos that address your target audience's pain points. Utilise sponsored content to distribute this content and establish your brand as a trusted authority in your field.

By understanding these nuances and tailoring your LinkedIn Ads strategy accordingly, you can effectively reach your target audience, generate high-quality leads, and achieve exceptional results for your B2B or B2C service-based company.

Testing is the Key to Success

Remember, the key to success lies in continuous testing, iterating your approach based on data insights, and staying ahead of the ever-evolving social media advertising landscape.

So, unleash your creativity, embrace these conversion optimisation tactics, and watch your business flourish on LinkedIn. If that doesn't work though, you can always just hire a blimp.