LinkedIn Ads are one of the most effective tools available for targeted lead generation. With audiences having more control over consent as we enter a cookie-less world, it is now more important than ever to nurture audience data. Businesses are now forced to work harder to provide their users with value-based experiences and create relevant content that speaks to their audience.
This article will dive deep into the best strategies and tactics businesses can use in their lead generation ads to help attract audiences and drive better quality leads, setting their businesses up for long-term success.
Why are LinkedIn Ads superior to other advertising networks? The desired user intent is more often than not already there. Individuals log onto this platform to stay up to date on the latest information in their industry. If your company offers solutions to their needs, LinkedIn is the environment to grab their attention.
Create ads that capture your audiences’ attention.
Treat your lead generation ads as a transaction. To get something back you have to offer something in return. Entice your audience with interesting, educational or inspirational content rather than sales focused captions. You also need to create content that your brand has authority speaking about, without selling that product or service.
“Content is King” a phrase we have all heard numerous times and one which is just as relevant with LinkedIn Ads as with blog posts. Below you can find a list of content best practices for LinkedIn Ads:
Having a clear call to action (CTA) is one of the most important aspects of a successful lead generation campaign; otherwise; users just won’t fill in their details. To make the most of LinkedIn campaigns, you’ll need to ensure that your CTA is aligned with your primary objective and is not over-complicated.
There are five ad formats you can choose from within the LinkedIn campaign manager: Single image ad, carousel ad, video ad, message ad and conversation ad.
To create enticing adverts that generate leads, we recommend the following best-practices for LinkedIn Ads.
Single image ads – We recommend including some text in the image, but be careful to not overcrowd the space. You’ll want to ensure that the text is simple and white space is still present.
Carousel ads- Use between 3 and 5 cards to create an enticing and engaging ad. We also encourage advertisers to follow the AIDA model for each tile. The AIDA model stands for Awareness, Interest, Desire and Action.
Video ads- For Video ads, it’s best practice to keep the video under 30 seconds for better engagement rates. You’ll also want to ensure that the first 5 seconds include a hook or interesting content to keep the user watching.
Message ads- Include a profile image or a logo to make the message appear more personal. Also use personalisation such as the users first name, or company.
Conversation ads- Set up multiple CTAs buttons with links to relevant content or website pages. You can select up to 5 CTA buttons per message.
By using Lead Gen Forms in combination with your ad creatives, you remove the main obstacle with forms that sit on a website as these require a user to leave the LinkedIn platform and often have to be filled out manually. LinkedIn Lead Gen Forms instead automatically populate the form with the prospects data by a click of a button, which decreases the chances of the user losing interest and often improves conversion rates.
You can also integrate LinkedIn Lead Gen forms with your CRM or email marketing software so that all leads are fed into your software. Not only will this help you to keep on top of incoming leads, it will also enable you to create lead magnet funnels where you send relevant content to leads via email and nurture them down the sales funnel.
LinkedIn Ads allows you to use professional demographic data to target the most suitable individuals by, job title, company name, industry, seniority and more. Use all the appropriate segmentation tools that are available to create audiences that convert. A well targeted campaign can lead to better quality leads and a higher return-on-ad-spend (ROAS).
You’ll also want to ensure that the LinkedIn Insights Tag is installed on your website. This useful tool consists of a piece of code and can help to create powerful retargeting audiences and lookalike audiences. It is also a crucial tool in tracking conversions from LinkedIn campaigns.
The Insights Tag may require a developer’s support to implement, although some CMS’s have apps and integrations that do not require code input.
Take advantage of conversion tracking to measure website conversions from your ads on LinkedIn as well as built-in analytics to optimise your campaigns. There are many metrics you can measure on LinkedIn, however, when you are focusing on lead generation you will want to keep track of the number of completed sign-ups, downloads or purchases, these include:
• Conversions
• Conversion-rate
• Cost-per-conversion
• Number of leads
• Cost-per-lead
• Impressions and Reach
You can also combine the data within the LinkedIn Campaign Manager section with data from the LinkedIn Insights Tag for a holistic view of your campaign success. With the Insights Tag, you’ll be able to set up conversions based on your website and track these to learn whether a user submitted a form on the website after clicking on your lead generation advert.
LinkedIn is the perfect tool to increase your online visibility, enabling you to share content and build relationships with new leads. It increases engagement with your business and generates new opportunities for you.
If you are looking for support with your social media advertising make sure to get in touch.
Digital Marketing Executive
Wiktoria lives to create, she is a marketing postgraduate who loves social media and content creation. Customer satisfaction and driving engagement is at the heart of her work. She has worked with different clients including fintechs, affiliate marketing agencies and NGOs for over 3 years to grow their brands, as well as provide them with original and creative content. Since joining Blue Frontier, Tori has focused on content creation and social media marketing.
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