LinkedIn is a favorite when it comes to advertising. The platform has constantly updated features that provide performance insights to any firm running LinkedIn ads. But these regular updates also make it pretty challenging to keep up with the platform to know what works best.
Several experts recommend choosing the best ad type and format for maximum conversion when running your campaign. But this is not always enough.
This article highlights seven tips and tricks to get the most out of your LinkedIn campaigns.
#1 – Understand Conversions Reporting
The top summary section on LinkedIn reports conversions and conversion numbers in a graph. This graph combines view-through and post-click conversions.
The reports on view-through and post-click conversions are valuable for advertising networks like LinkedIn. This is because people are not actively searching for products and services on this platform. When reporting to your clients, it is best to report the metrics separately, helping them understand the ads’ impact.
You can click on the conversions tab right below the data summary to view the segmented view-through and post-click conversions.
#2 – View Performance For Various Conversions In A Campaign
As you may have seen in another LinkedIn ads types and formats guide, it is possible to break down data within a conversion report, especially when tracking multiple conversion actions in your campaign. However, you should note that you can only segment the total conversions, not the view-through or post-click data.
#3 – Duplicate Champion Ads When Setting Up A New Ad Test
Similar to other platforms, regularly testing your LinkedIn ads is essential. When you upload a new ad, the champion ads that are still active on your account will get the majority of LinkedIn impressions even after selecting the rotate ads event option. Therefore, duplicating your champion variant ads is ideal. This way, all your ads will start from zero when you begin a new test.
Fortunately, you can easily duplicate ads in the interface. You only need to navigate to the ads section and then click on the duplicate icon under Actions
#4 – Use Demographics Reports To Evaluate Audiences
LinkedIn’s demographics reporting feature is relatively new. Fortunately, the feature has improved over time. For example, you can currently use this feature to segment performance under different categories, including country, location, industry, company, company size, job function, and job seniority. With these filters, you can see your campaigns’ performance under each category.
Furthermore, the demographic reporting feature allows you to determine if it is necessary to break out new campaigns targeting top-performing audiences. In addition, this feature lets you bid separately on and tailor your ad copy to each demographic.
When using the demographic reporting feature, it is essential to note that this feature is in a different section from website demographics. You can access website demographics from the top of the page showing your website audience insights.
#5 – Try Out Objective-based Bidding
Objective-based bidding is another new ad feature on LinkedIn. This feature allows you to choose a campaign object and a corresponding bid method. In addition, the feature provides three options, including awareness, website visits, and website conversions. Awareness is for reaching people in your target audience to increase your brand’s awareness. CPM is the corresponding bid method for awareness.
Website visits maximize your website visitors, and its corresponding bid method is CPC. On the other hand, website conversions maximize the website visitors taking practical actions on the site. Although CPC is the corresponding bid method for website conversions, LinkedIn automatically raises and lowers this bid to obtain maximum conversions at the best price.
#6 – Always Review LinkedIn Audience Network And Expansion Settings
The LinkedIn audience network provides the option to opt ads in and enable audience expansion for every created campaign. However, these settings are on by default for sponsored content campaigns, so you must be sure you want to leave the settings active.
The benefit of the LinkedIn audience network feature is that it shows your ads on websites outside of LinkedIn to a premium network of publishers. The Audience expansion feature also shows your ads to audiences with similar attributes to your target audience, broadening your campaign reach. Consequently, this feature scales your campaign reach, especially when your target audience has a low volume. Nevertheless, it is vital to note that this may lead to people outside your target audience seeing your ad
#7 – Upload A List Of Company Names Instead Of Individually
The final tip in this article for maximizing your LinkedIn ads is the LinkedIn matched audience option. This feature allows you to upload a list to its interface directly, and it is especially suitable when you or your client have a list of companies you want to target. The matched audience option is available under account assets.
LinkedIn recommends having between a minimum of 1000 and a maximum of 300,000 companies on the list when uploading your list. Nevertheless, you only need 300 matched members for your ads to show. It is important to note that the feature requires about 24 hours before updating. So, ensure you check back after uploading the list.
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