How to Optimize Your LinkedIn Ad Campaigns

Now you know how to set LinkedIn adverts, it’s time we tell you how to optimize your LinkedIn ad results. Optimizing LinkedIn advert is about discovering new ways to create value prepositions that can improve the performance your ad.

Always create multiple campaigns as it helps you to better understand user behavior on your advertising spend. It will also help in identifying the most performing ad set. These multiple variations is across:

Products: Create separate campaign for each of your products.

Ad Sets: Create multiple versions of each campaign.

Locations: Create campaigns for different location.

Don’t forget to monitor performance of your ad campaign. Crucial matrices such as Click-through-rate and impressions are good indicators of how an ad is performing.

Key Factors to Optimize:

Impressions: We recommend you to bid higher in case your competitors are bidding high on your relevant keywords. By increasing bid, your campaigns will be more competitive against your competitors. As a result of which, you will receive more impressions and clicks. Keep your target audience as broad to get maximum impressions.

Daily Budget: Optimize your daily budget such that it is adequate enough to last throughout the day.

Click-through-Rate: CTR is percentage of clicks your ad is getting. Always give value prepositions to your users. Give them a reason to click on your ad. Try 3-4 variations for a single ad campaign.

Adjust Bid-Range

Set a bid price, manually adjust Cost-per-Click (CPC) and Cost-per-Impressions (CPM). We advise you to bid above the suggested bid. Initially it will increase more impressions and reach to a wider range of audience.

A common practice is starting with high bid and optimizing it with time. This practice will enable you to complete your marketing goals prior to the set deadline. Bid on Cost-per-click in order to achieve maximum ROI.

  • Stop if conversion rate is < 2%
  • Increase bid if conversion rate is > 2%

LinkedIn Ad Rotation

LinkedIn ad rotation delivers impression to the creatives evenly across your campaign’s lifetime. Use LinkedIn rotation so that all your ads get an equal opportunity in the LinkedIn platform.

  • Rotate variations evenly
  • Give keywords equal opportunity

This option deliver impressions to your ad creatives evenly. It helps to identify the best performing creative.

A/B Testing

LinkedIn adverts performs best when there are two-three ad variations which compete among themselves. A/B testing on the other hand helps you to identify the best performing ad set. Constantly change Ad Copy, Title, URL, CTA etc. to filter out the best. Once you determine the creative with highest CTA, stop all the lowest performing ad set.

Develop Your Targeting

Always ask yourself below mentioned questions about your users:

  • Where are they located?
  • Do they work in certain sector?
  • Do they have a specific job?
  • Do they belong to certain groups?
  • Do they have certain skills?

Content Testing

  • Test your intro, headline, teaser and description
  • Test creatives and elements
  • Try Image variations

Test CTAs

  • Sign Up
  • Sign Up Now
  • Start Now
  • Join Now
  • Apply

Keep constant watch on your Website Analytics to understand the performance of ad campaigns better. Analyze visitor behavior, conversion rates and session report. Without proper analyzing your website analytics, you won’t understand the behavior and value of your traffic.

Optimization of LinkedIn is an ongoing process where you keep on identifying leaks in the existing campaigns. Try experimenting to increase your ROI.

Also read our blog on “How to optimize your Twitter Adverts”. Keep reading PayUmoney Knowledge Platform and take your business to next orbit.

Author: Arun Agrawal

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