Lessons from Working with LinkedIn Ads from the Past 5 Years.
When I first started working with LinkedIn Advertising platform I was a bit shocked: both positively and negatively.
The first impression was positive: the simplicity of the platform and how easy it is to navigate, combined with how easy it is to set up a campaign, along with choosing the audience and the targeting.
Likewise, the creation of ads is also super easy. The small images, which surprisingly can make a difference in the performance, and ease of launching an A/B test for ads, is not rocket science. In fact, it’s easy to go live with a campaign and show ads within 10 minutes.
And, if you manage to find the right audience – the right target market – then LinkedIn Ads can be another valuable channel for lead generation.
What negatively struck me about LinkedIn Ads, however, is the very simplicity which makes it easy to use! There is limited information in the main interface. Bid suggestion is only based on what other advertisers are bidding. There is a lack of filters within the platform, and it does not have an off-line editor to make bulk changes.
I could add a few more…
However, if you get used all that, you can actually generate some good results.
Here are my top lessons from the past 5 years working with LinkedIn Ads:
- The best performing ad – CTR wise – it is not necessarily the best CR ad. Before making any changes, optimising, or pausing a “not performing ad”, always check the actual CR.
- In order to do the above, it is valuable practice to use a unique tracking URL at Ad level. This way you know exactly how each ad is performing.
- Always A/B test ads: A/B test headlines, description and the images. There is no “one size fits all”. An image of a blond girl might work well in Europe, but won’t necessarily work in Asia.
- Refresh ads every 1-2 weeks. Ads get to a stage of “tiredness” and they are displayed less frequently. Therefore, it is good practice to refresh ads regularly.
- Play with bids. What LinkedIn is suggesting is not necessarily the way you should go. Try different variations. Have a look at where the optimum level is between maximum CPC and your traffic. Consider what are you satisfied with in terms of both spend and leads.
- There is no Quality Score (in Google terms).
- I have noticed that over weekends, traffic and conversion tend to drop. Therefore, see how it is in your case, and consider if you should turn off the campaign over the weekends. It seems that the majority of people actually are on LinkedIn during the working week.