LinkedIn is one of the best social media platforms for B2B advertising, as you can target companies based on what they do. Running ads on LinkedIn differs from running ads on Instagram, Twitter, Facebook, and TikTok. Specifically, LinkedIn allows you to reach out to your target audience by connecting with professionals in your industry.
In this post, you will learn the fundamentals of effective LinkedIn ad targeting.
1. Understand Your Target Audience
LinkedIn has a wide range of targeting capabilities that give you full clarity about who you want to reach. When you customize your ads, your marketing content resonates more with potential customers.
The first step is to research buyer persona and understand the mindset of your target audience. When creating your buyer persona, use the following parameters:
- Company. Provide specifics about industry type, company connections, and size of the company.
- Education. Target people by schools they attended, fields of study, and degrees earned.
- Job experience. Focus in on seniority, function, job title, years of experience, and specific skills.
The successful use of these parameters helps your business receive high conversions from your LinkedIn ads campaign.
2. Use Text With Your Ads
Interesting copywriting can get the audience’s attention and encourage people to buy your product or use your service. One powerful tip is to use lots of text in your LinkedIn ads, especially inside images. This is possible because LinkedIn doesn’t restrict the number of words in an ad the way Facebook does.
The text on your LinkedIn ad should be large and bold. A colorful, bold background can also make the text more appealing and conspicuous. Mostly, the text should talk about the job title of the target audience or your marketing proposal. The text should also include a strong call to action.
3. Study Your Competition
Understand the strategies that are helping your competitors become successful on LinkedIn. Begin by coming up with a long list of all your competitors, including the Linkedin profiles of decision-makers in those companies. You can get this information by doing a basic Internet search or analyzing your competitors’ LinkedIn profiles.
The next step is to follow all the competitors on LinkedIn. Understand how frequently they post on LinkedIn and what topics they usually focus on.
4. Choose the Right Objective
Before you run any ads on LinkedIn, set a clear objective. LinkedIn allows you to achieve the following objectives with LinkedIn ads:
- Website visit. This is when you want to increase the number of users visiting your landing and website pages.
- Engagement. This is when you want to increase the number of followers and get more interaction on your LinkedIn page.
- Video views. You can create a viewership goal for your video advertisement. The goal may be to boost the exposure and engagement of your video advertisement.
- Lead generation. You can create a form and run it as part of your LinkedIn advertisement. The objective of the form might be to try to convince people to attend an event or subscribe to your newsletters.
Creating a goal helps you understand the focus of your advertisement campaign.
5. Use LinkedIn Analytics and Insights
Marketers can get helpful analytics and insights on LinkedIn, including information such as job functions, interests, and demographic data. This data helps you to know the performance of your ads and the type of leads interacting with your content.
Before you can access LinkedIn analytics and insights, you’ll have to create a LinkedIn Ads Account. Once you create the account, you’ll receive data such as cost per action, conversions, clicks, and impressions. You can also narrow down the data to location and specific ad groups.
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