Finding the suitable medium to connect with your target audience is the sole determinant of success in advertising. And for B2B businesses, LinkedIn has proven to be the best place for developing leads. In addition, because the platform focuses on business, LinkedIn helps you avoid the clutter you typically encounter when promoting your B2B company on other platforms.
However, succeeding with LinkedIn ads can be a struggle, especially when just getting started. Fortunately, this article compiles ten beneficial tips for success with LinkedIn ads for B2B businesses.
1. Test your BidsYou can ensure that your bid suits your LinkedIn ad goals when you test frequently. Although the available data helps you make educated guesses, experimenting enables you to figure out the best way to bid to attain the maximum level of exposure.
2. Try out Several Ad TypesLinkedIn has various ad types, including Sponsored Content, Carousel Ads, Lead Gen Forms, Sponsored Messaging, and Video Ads. Your goals and how you want to reach an audience determine the LinkedIn ad types you are to use. Generally, testing out the different ad types is the best way to determine what works for your brand and goals.
3. Select the Right TargetThere are so many people on LinkedIn that you can target with your ads. However, your message may be getting to the front of the wrong people even after paying. Instead, your goal should be reaching decision-makers. Unfortunately, investing in marketing and reaching random employees in an organization is not ideal because they don't have the authority to spend on your services. Therefore, targeting the right companies' decision-makers is best for better visibility.
4. Harness the Power of Retargeting and Account-based MarketingWith the aid of a retargeting pixel or a list of emails, you can get your ads to the faces of people who have engaged your brand in one way or another. With LinkedIn ads ABM targeting and retargeting, you can garner quality leads for your organization effectively and efficiently. What’s more - implementing retargeting on LinkedIn also increases your return on investment. So, if you have not been using this hack, now is the best time to do so.
5. Explore Organic Lead GenerationAlthough LinkedIn ads are great for reaching decision-makers in the right organization, you still don't have to ignore your organic efforts completely. Generally, the best relationships you develop on LinkedIn are most likely due to organic means. Therefore, it is best to continue your organic efforts while testing ad performance.
6. Target Only a FewMost people make the common advertising mistake of targeting too many people at once. Consequently, they spend more on ads that don't convert. When starting your campaign, try to be conservative and target only a few LinkedIn users with a high chance of being interested in your offer. Afterward, you can gradually expand your outreach and target more people while monitoring your results.
7. Always Use a Powerful CopyLinkedIn has several advertising features and options, making it easy to get lost and forget to spend quality time on your copy. Although writing good ad copy is difficult, it never goes out of style. For the best copy, you can either write it in-house or get a professional copywriter for the best possible results.
8. Understand your Expected OutcomeBefore running LinkedIn ads, you need to ask yourself what you hope to achieve with the ads and their purpose. For example, the ad's purpose could be to make sales or add more prospects to the top of the sales funnel. Providing an answer to these salient questions from the start of your campaign is essential. Afterward, you can think of the best way to position the ads to make sense to your target audience.
9. Look Like a ProfessionalMost people make the common advertising mistake of targeting too many people at once. Consequently, they spend more on ads that don't convert. When starting your campaign, try to be conservative and target only a few LinkedIn users with a high chance of being interested in your offer. Afterward, you can gradually expand your outreach and target more people while monitoring your results.
10. Have a Budget ScheduleThe last but not the least tip on this list is about creating a budget schedule. Apart from creating a budget for the amount you can spend on LinkedIn ads, you need to know when you will spend the money. For example, you may set aside some money, like a few hundred dollars, to spend in the first month to test some ads in a small campaign. And the following month, your budget could increase to $1000 or $2000 when you start ramping up your ads.
Eventually, you may allocate thousands of dollars monthly to your budget as soon as you fully test and optimize your ads, consequently improving ROI. Depending on your numbers, it is best to plan your spending to know the financial support you will need for your ads to work.