Over the past year, LinkedIn has become a favorite advertising platform. With the constantly updated features, a LinkedIn ads firm can get more insight into performance. However, the new releases make the platform ever-changing, making it quite tough to keep up.
Fortunately, this article discusses tips and tricks learned from working with LinkedIn ads. Let’s get to it right away.
1. Understanding How Conversions Are Reported
The top summary section reports the conversion numbers and conversions in a graph; they combine post-click and view-through conversions.
Reports on post-click and view-through conversions are incredibly valuable, especially for advertising networks like LinkedIn, where people are not actively searching for products and services. However, it is best to report both metrics separately to give your clients a proper understanding of the impact of the ads.
You can click on the conversions tab below the data summary to view the segmented out post-click and view-through conversions.
2. Viewing Performance For Several Conversions In A Campaign
When tracking multiple conversion actions in a campaign, breaking down the data within the conversion report is possible. However, this can only segment the total conversions and not the post-click and view-through data.
3. Duplicating Champion Ads When You Set Up A New Ad Test
It is best to test LinkedIn ads regularly, just like other platforms. After uploading a new ad, the champion ads still active on the account get the majority of impressions from LinkedIn even if you select the rotate ads event option. Therefore, it is best to duplicate the champion variant ads so that all ads start at zero when you begin a new test.
Duplicating ads in the interface is relatively straightforward. All you need do is navigate to the ads section and click the duplicate icon under Actions
4. Using Demographics Reports In Evaluating Audiences
The demographics reporting feature is relatively new on LinkedIn, and it has seen a lot of improvements over time. Currently, the feature allows you to segment performance by company industry, job function, job seniority, company size, location, and country. These filters show you the performance of your campaigns under each of these categories.
In addition, demographic reporting allows you to determine if breaking out new campaigns to target top-performing audiences is necessary. You can bid separately on and even tailor your ad copy to suit each demographic with this feature.
It is important to note that demographic reporting is a different section from website demographics. Website demographics are displayed at the top of the page showing you insights regarding your website audience.
5. Trying Out Objective-Based Bidding
Objective-based bidding is a new LinkedIn ad feature that allows you to choose your campaign object and the corresponding bid method. There are three options, including awareness, website visits, and website conversions. Awareness helps reach people within your target audience and raising awareness of your brand. The bidding method for awareness is CPM.
Website visits help in maximizing the number of people that visit your website. The corresponding bidding method for website visits is CPC. For website conversions, you can maximize the number of people that take practical actions on your website. With this option, LinkedIn can automatically raise or lower a campaign’s CPC bid to get more conversions at the best price.
6. Consistently Reviewing Linkedin Audience Network And Audience Expansion Settings
There is an option of opting ads into the LinkedIn audience network and enabling audience expansion for every created campaign. By default, these settings are enabled for sponsored content campaigns. Therefore, ensure you think about if they are the settings you want to leave active.
LinkedIn audience network shows ads on websites outside LinkedIn on their premium network of publishers. Audience expansion is capable of broadening your campaign’s reach by showing it to audiences that have similar attributes to your target audience. This feature can help scale your campaign reach, especially when your target is a low volume audience. However, this may lead to people other than your target audience seeing your ad.
7. Uploading A List Of Company Names Instead Of Individually Adding Them
The matched audience option allows you to upload a list directly to the interface. This feature is handy if you or your client have a list of companies that need targeting. You can access the matched audience option with account assets.
Although LinkedIn recommends a list of at least 1000 companies, 300 matched members is enough for your ads to show. Also, the maximum list size is 300,000 records. It is important to note that this feature can take about 24 hours to update; therefore, check back after uploading your list.
To Wrap Things Up,
Knowing how to use LinkedIn ads can improve your conversions. With the regularly updated features, it may be pretty overwhelming to find your way around LinkedIn. Fortunately, this article discusses tips and tricks that can help you maximize LinkedIn’s newly added features.
