Marketers can use LinkedIn Ads to target specific demographics — including occupations, incomes and job descriptions. However, this lead generation can be challenging, and marketers may be concerned with achieving their desired number of impressions, minimizing Click Through Rates (CTR) and Costs Per Click (CPC), generating a consistent stream of leads, and reduce their advertising costs.
Here are some common challenges when working with LinkedIn Ads:
One of the hardest things to maintain with in LinkedIn Ads is a substantial click-through-rate. As soon as you begin to see your CTR drop, consider honing your ad campaign to target a niche market. Focus closely on prospective advertising reach, and tweak your campaign to access a narrower band of prospects. Consider raising the bar when bidding to help thwart competition and obtain the highest possible number of impressions.
LinkedIn Ads offer a strong marketing platform, but unless ads are fine-tuned, ill-planned campaigns can hurt your bottom line. To reduce your CPC, try optimizing your campaign for maximum reach to relevant audiences. More effective ads perform better, and result in improved costs per click. Continuously fine-tune your campaign by changing ad copy and images based on better performing variations. LinkedIn recommends an audience size of between 100,000 – 400,000 members — and definitely not larger than 3 million.
Budget and Desired Impressions Don’t Line Up:
For advertisers seeking large numbers of impressions or clicks, the challenge often revolves around advertising dollars. Rather than focusing on achieving an higher number of clicks, you can accomplish the same results by dayparting. With a little creativity, marketers can craft the timing strategies of their LinkedIn ad campaigns. This helps to capitalize on the network’s varying ad rates, based on time of day and corresponding number of users. A marked improvement in ROI is easily within reach using this technique.
Not Enough Lead Generation:
To increase the number of leads with LinkedIn Ads, you will need an ad that is catchy, memorable and attractive — but also markedly relevant to those viewing it. Work through your campaign to ensure your products or services make sense for the intended audience. Attract new prospects with unique promotions, such as interactive events like gamification or other special offers. Invite those that click through your ads to visit a landing page that carries through on your commitment (free product, discounts, trial membership).
LinkedIn Ads present an opportunity to zoom in on specific groups of prospects, so you can reach the right audience. But remember to drive your ad campaigns in the right direction, consistently adjusting routes on the way. Test and tweak is the name of the game!
Check out another post on general LinkedIn measurement tools, including how to better target your prime audiences.
Have you had personal or professional success with LinkedIn Ads? Let us know in the comments!Tags: Business,Social Media