Optimization of Advertising on LinkedIn

LinkedIn is one of the most popular business-oriented platforms for B2B marketing and professional advertising. According to Wikipedia, it is the world's largest social network for business, with more than 950 million users from more than 200 countries.

Although targeted advertising is one of the most effective ways to use LinkedIn, a significant number of users still face the problem of low efficiency of such advertising due to incorrect targeting settings or the wrong choice of ad format. As a result, funds are spent almost in vain, and the expected conversions do not occur.

In this article, we will discuss how to optimize your LinkedIn ad settings so that you can increase the conversion rate of your ads and get the most out of your advertising budget!

So, let's get started.

Preparing for a LinkedIn Advertising Campaign

To ensure that your LinkedIn advertising campaign brings you good results, you need to prepare for it thoroughly. Let's take a look at the main steps of such preparation:

Step 1. Define your target audience by demographic, behavioral, and professional characteristics. Analyze in detail the portrait of your ideal client, take into account their interests and activities. Try to narrow down the audience as much as possible, because a wide coverage will be unnecessary. You must admit that it is not profitable to spend your budget on untargeted users!

Step 2. Create ads with high-quality images and headlines only. Don't forget to use carousels or other creative ad formats, but adapt your copy to LinkedIn's professional audience.

Step 3. Testing and analysis. Run A/B testing of various formats and creatives, be sure to analyze conversions, CTR, CPC, and adjust the appropriate settings. And most importantly, set a realistic budget and bids!

For example, if you are promoting an IT company, your target audience might look like this: CIOs and managers aged 25-45 with 5+ years of work experience who are interested in cloud technologies, artificial intelligence, and cybersecurity.

Next, prepare a high-quality video about the benefits of your IT services and post it in the Video Ads post format. Write a headline, for example, "Protect your business from cyber threats and hackers."

After launching, test 2 ad variants with different budgets and analyze the conversion of applications. Keep the more effective one and adjust your bids.

We definitely recommend testing different ad formats, because the most effective option can often be hidden where you don't expect it. Experiment, create, try different approaches - LinkedIn allows you to implement any creative ideas to promote your business!

Quick Case Study

Recently, we worked with a company that specializes in providing services for obtaining second citizenship under the golden visa program. The company successfully works with clients from all over the world, helping them obtain visas in Europe.

However, our client had the following problem: many people from Pakistan and India have limited access to European countries due to the peculiarities of their passports. Instead, they can freely enter Arab and Muslim countries.

Therefore, the company decided to expand its business to the Middle East by looking for reliable partners in these countries. The goal is to attract potential customers and help them obtain European citizenship despite visa restrictions.

We developed an advertising campaign on LinkedIn (technical details) targeting Egypt, Saudi Arabia, Qatar, Oman and the UAE. The target audience included both individuals (B2C) and companies in the fields of law, investment, etc. (B2B).?

The total cost of the LinkedIn advertising campaign was $1,256.50. This money was used to generate 89 leads and conclude 15 partnership agreements. The cost per result was about $61.56. This is a fairly effective indicator for such campaigns.

This case study proves the effectiveness of using LinkedIn to build a partner network in the Middle East, particularly in countries where the target audience has somewhat specific needs and limitations.

Bonus Tips

If your LinkedIn ads suddenly start performing poorly, don't panic. We have some tips on how you can improve the situation:

• If the frequency of impressions is higher than 3, people are getting tired of your ads. You need to either update your creatives or pause the campaign for a while.
• If your CTR is dropping, try changing your images and headlines to more intriguing ones.
• If, on the contrary, your CPM or CPC suddenly increased, you should switch to manually setting your bids, as a higher CPC may be due to bids, audience size, low CTR, etc.

Here are 10 easy ways to optimize your LinkedIn ads to increase your profits today:

1. Turn off LinkedIn Audience Extensions.
2. Uncheck the box for LinkedIn Network Audience.
3. Test campaigns according to the scheme: "audience > creative > text".
4. Pause ads when the frequency of impressions reaches 3.
5. Use lead forms for retargeting.
6. Eliminate unnecessary characteristics when specifying positions.
7. Research competitors' ads to find ideas.
8. Monitor the relevance of ads.
9. Always start with manual bids, switch to Max Delivery when CTR>1%.
10. Eliminate ineffective types of devices.

We also recommend paying attention to the new features of LinkedIn. For example, the ad library allows you to view and copy competitors' ads, and the predictive audience function will select potential customers based on AI.

Of course, sometimes your optimization may look like a game of darts -, and you need to throw more than one dart to hit the bull's eye. But most importantly, don't be afraid to make mistakes, record your results, and adjust your aim. Your success will surely overtake you! If you need any help or advice - contact, I am happy to help you!?