How To Run Successful Linkedin Ads In 9 Simple Steps

9 Jan

Wondering how to make LinkedIn Ads work for your business? LinkedIn is the top social platform for professionals, but its ads can be pricey if used wrong. This guide on "How To Run Successful LinkedIn Ads" breaks it down into 9 easy steps to help you save time and money.

Key Takeaways

Define clear goals for your LinkedIn ad campaign, like brand awareness, website visits, or lead generation. Goals guide ad formats and audience targeting.
Use precise targeting options like job titles, industries, or company size to reach decision-makers. A focused audience improves ROI.
Choose the right ad format based on goals. For example, Sponsored Content works well for engagement while Message Ads provide a direct connection with users.
Add tracking parameters and enable conversion tracking to measure success clearly. Tools like UTM tags and Campaign Manager help optimise performance.
Test and adjust ads often using metrics like click-through rate (CTR) or cost-per-click (CPC). Small tweaks improve results over time.

How To Run Successful LinkedIn Ads In 9 Simple Steps

Running LinkedIn ads isn’t rocket science, but strategy is key. Follow these simple steps to create a campaign that grabs attention and drives action.

Step 1: Choose your marketing objective

Pick a goal for your LinkedIn ad campaign. Decide if you want brand awareness, website visits, video views, or lead generation. LinkedIn Campaign Manager divides objectives into three types: awareness, consideration and conversion.

This step shapes how you create ads and analyse results.

For example, an e-commerce brand might aim for conversions to drive sales. Meanwhile, companies hiring may focus on job applicants or professional audiences. Select the right choice based on what suits your needs best before moving forward to defining your target audience!

Step 2: Define your target audience

Your marketing goal shapes your audience. LinkedIn targeting options let you focus on over 20 attributes, like job title, member interests, or company size. Aim for decision-makers if your ad campaigns target B2B brands.

Refine further using skills or industry filters. For high-quality leads, develop lead scoring systems to measure success. A well-targeted audience boosts clicks and improves ROI (return on investment).

Keep it personal with clear ad copy that speaks directly to their needs and goals.

Step 3: Select the right LinkedIn ad format

Choose an ad format that fits your goals. Sponsored Content works well for brand awareness and engagement. Use single image ads, video ads, carousel ads, or document ads to grab attention in the news feed.

Video Ads boost video views while carousel ads tell a story or highlight multiple products.

Text Ads are simple but effective for lead generation on smaller budgets. Dynamic Ads like follower or spotlight ads personalise content to each viewer, increasing clicks. Message Ads send direct messages straight to inboxes for targeted communication.

Select formats based on your audience's needs and LinkedIn ad objectives.

Step 4: Set your budget and schedule

Deciding your budget and schedule comes right after selecting the perfect LinkedIn ad format. Start small, with a daily budget of €25-€35. This helps test performance without burning through funds.

Use CPC (Cost per Click) to control spending on ads like text ads or single image ads.

Set clear timeframes for campaigns. Shorter schedules work well for awareness campaigns. For long-term goals like lead generation, extend your timeline to track conversions better.

Adjust bids strategically—higher bids may get more impressions but cost more per click (CPC). Keep an eye on results weekly to spot trends early!

Step 5: Create compelling ad visuals and copy

Eye-catching visuals grab attention. Use images at 100x100 pixels, in .jpg or .png format, with a file size under 2MB. Short videos between 5 to 10 seconds perform better for video ads.

Include bold colours and clear branding elements to stand out on LinkedIn feeds.

Keep your ad copy simple yet persuasive. Add strong calls-to-action like “Sign up in less than 5 minutes” or “Get started now.” Use stats or benefits that address user needs directly.

Pair powerful words with benefits your audience values most – like solving problems or saving time.

Step 6: Incorporate URL tracking parameters

Add tracking parameters to your landing page URLs. These help you monitor where clicks come from and how users behave after clicking your LinkedIn ads. Use Campaign Manager or third-party tools like Google Analytics for insights.

For example, apply UTM tags such as “utm_source=linkedin” to track traffic specifically from this platform.

Track metrics like website conversions or job applicants using these parameters. Gain better clarity on ROI by linking user actions with specific ads. This data lets you optimise future campaigns and improve results over time.

Step 7: Optimise ad placement settings

Adjust the ad placement to hit your target audience. Use LinkedIn targeting options like job titles, industries, and demographics for better reach. Test placements across devices—desktop and mobile often perform differently.

Focus on key performance metrics such as impressions, clicks, and budget effectiveness. Compare these results between campaigns over time. Fine-tune settings regularly to avoid wasting your budget on low-performing areas or formats.

Move forward by enabling conversion tracking next.

Step 8: Enable conversion tracking for better insights

Track conversions to understand your LinkedIn ads' success. Use Campaign Manager’s conversion tracking tool. This lets you measure website conversions, form submissions, or other key actions.

Track which ads bring high-quality leads and clicks.

Set up tracking with ease by adding a small code snippet to your site. It shows data like ROI, cost-per-click (CPC), and completed goals. Use these insights to tweak ad targeting or budgets for better performance.

Step 9: Launch and monitor your LinkedIn ad campaign

After enabling conversion tracking, it’s time to activate your campaign. Use LinkedIn Campaign Manager to finalise settings and click “Launch”. Keep a close eye on advertising metrics like click-through rate (CTR), cost-per-click (CPC), and conversions daily.

Adjust bids or budgets if certain ads perform poorly.

Feedback from sales teams can guide tweaks in real-time, helping improve ROI. Integrate tools like HubSpot Marketing Hub for better engagement tracking and lead syncing. Monitor audience feedback, as negative comments may hurt brand awareness.

Test often, refine ad copy or visuals, and aim for high-quality leads over mere clicks.

Types of LinkedIn Ads

LinkedIn has a mix of ad formats to fit different goals. Each type works best for specific outcomes like driving clicks, boosting leads, or growing awareness.

Message Ads

Message Ads land straight in your audience's LinkedIn inbox, creating a personal touch. They shine for promoting webinars or case study downloads. With higher engagement rates than other types of ads, they help marketers drive actions quickly.

These ads use Sponsored Messaging, including InMail Ads.

Focus on crafting concise messages with strong calls to action. Use targeted audience segmentation to reach the right professionals. Boost conversions by linking directly to landing pages or event sign-ups.

Dynamic Ads

Dynamic Ads on LinkedIn use personal user data for highly targeted advertising. These ads adjust based on a user's profile, increasing engagement and click-through rates. You can create follower ads to grow your brand’s audience.

Spotlight ads feature products or services, driving website visits or conversions. Job ads attract job applicants by showcasing roles customised to users’ skills.

These ad formats offer improved conversion rates compared to static content. Dynamic Ads appear directly in the user's feed, making them noticeable. Their personalised design ensures your message feels relevant and timely.

Discover other types of LinkedIn Ads next!

Text Ads

Text ads operate on a pay-per-click (PPC) or cost-per-impression (CPM) model. These ads sit in the sidebar of LinkedIn, grabbing attention without overcrowding. They’re budget-friendly and work well for brand awareness campaigns.

Use clear headlines with strong call-to-action phrases like "Sign Up Today" or "Learn More". Pair them with short ad copy to drive traffic toward landing pages. Text ads target professional audiences effectively, delivering high-quality leads while keeping costs low.

Carousel Ads

Carousel Ads let you showcase multiple images in a single ad. Each image can have its own call to action, making it interactive and engaging. This format grabs attention and keeps users scrolling through your content.

It works well for storytelling or highlighting different features of a product.

These ads belong to the Sponsored Content category on LinkedIn. They often deliver higher engagement rates compared to other formats like Text Ads or Single Image Ads. Use them in awareness campaigns, lead generation efforts, or website visits strategies to maximise ROI (return on investment).

Best Practices for LinkedIn Ads

Crafting effective LinkedIn ads takes strategy and targeted tweaks. Use simple tricks to grab attention, boost clicks, and drive results.

Use A/B testing to refine campaign performance

Test one variable at a time. Start with headlines or images in your LinkedIn ads. For example, compare two ad copies: one with statistics and another with emotional appeal. This reveals what works best for your target audience.

Update buyer personas every three months to keep results accurate. Use LinkedIn targeting options and website visits to evaluate changes in performance metrics like click-through rates (CTR).

A/B testing sharpens your strategy, helping boost ROI faster than guesswork ever could!

Leverage short videos and carousel formats

Short videos grab attention fast. LinkedIn video ads work best at 5-10 seconds long. Use them to boost brand awareness or drive website visits. Keep the message clear and visuals eye-catching.

Video views often lead to higher conversion campaigns.

Carousel Ads tell a story using multiple images in one ad. They invite users to swipe through content, increasing engagement rates sharply. Highlight products, testimonials, or steps in your services with this format on social platforms like LinkedIn and Instagram.

Tailor your ads to your audience’s journey

Use LinkedIn targeting options to match your ads with specific audience needs. Professionals on LinkedIn crave high-quality, informative content at every touchpoint. Offer value by aligning ad objectives with their stage in the buying process—brand awareness, consideration campaigns, or conversion campaigns.

For example, use video ads or carousel ads for awareness while focusing on single image ads for website visits or job applicants. LinkedIn Lead Gen Forms can collect data quickly without extra clicks.

Adjust copy and visuals to solve their problems directly and show relevance at each point of their journey.

Conclusion

LinkedIn Ads can boost your brand and connect you with professionals. Focus on clear goals, high-quality content, and strategic targeting. Keep testing and adjusting to get better results. Start small, learn from the data, and grow your campaigns wisely.

Success is about strategy—and staying sharp!

FAQs

1. What are the key steps to running successful LinkedIn ads?

Start by defining your social media advertising objectives, such as brand awareness or lead generation. Use LinkedIn Campaign Manager to set up campaign groups and choose ad formats like carousel ads, text ads, or video ads. Focus on audience targeting using LinkedIn’s targeting options and refine your ad copy for maximum impact.

2. Which LinkedIn ad formats work best for different goals?

For website visits or conversions, single image ads and dynamic ads perform well. Carousel ads are great for storytelling, while video ads boost engagement and video views. Message ads can reach a professional audience directly in their inboxes.

3. How do I target the right audience with LinkedIn advertising?

Use LinkedIn's advanced targeting options to filter by job titles, industries, skills, or company size. This helps you connect with high-quality leads who match your target market.

4. Why is A/B testing important in a LinkedIn advertising campaign?

A/B testing allows you to compare different versions of advertisements—like visuals or headlines—to see which performs better. This improves ROI (return on investment) and ensures you're spending wisely on paid media.

5. How can budgeting strategies improve my campaigns?

Set clear budgets based on CPC (cost-per-click) rates or pay-per-click models that align with your goals—whether it’s awareness campaigns or conversion campaigns—and monitor results through advertising metrics in the dashboard.

6. What role does content marketing play in successful LinkedIn advertisements?

High-quality content engages potential customers through sponsored content like document ads or spotlight ads while boosting reputation within social media channels like Facebook and Instagram alongside traditional platforms like email communications systems!

Alessandro Boscolo