Last month, LinkedIn redesigned its Campaign Manager to allow marketers to more easily manage multiple campaigns at once and quickly see how successful they are. This update includes streamlined reporting that allows you to compare multiple campaigns against each other to analyze their relative performance, an Insights tab that is built around key performance indicators, and customization options that allow you to truly personalize your home screen.
LinkedIn’s overhaul gives their platform a more intuitive feel and is built to be similar to Facebook’s Ad Manager. Any marketer that has experience with social advertising will feel more comfortable than ever before on LinkedIn. In fact, this is especially true when we consider that LinkedIn also recently launched video and carousel ads, two formats that are especially popular on Facebook.
Despite its improvements, many marketers are still hesitant to leverage LinkedIn as an advertising platform. This is a mistake. Since LinkedIn is built specifically for business professionals, if you’re seeking a B2B audience, it simply cannot be beaten. However, as LinkedIn has built a stronger focus on user experience, more people are starting to use it in a more casual way. Additionally, LinkedIn has targeting features that other platforms don’t, including industry, work function, and job titles.
With the benefits of using LinkedIn advertising clear, these updates mean there’s never been a better time to get started. Here are four things you’ll need to keep in mind as you get started:
1. Take Advantage of the New Dashboard
Now that it’s easier than ever to compare multiple campaigns at a glance, it’s critical to throw everything you can think of against the wall to see what sticks. Even with LinkedIn’s simplest ad, the text ad, you can test headlines, images, copy and the landing page. Once you know what ads work well, test them against different audiences. Constant, non-stop testing ensures that your ads never stagnate and that your return remains strong.
2. Get to the Point
As important as it is to be brief on any social media platform, it’s perhaps even more important for a LinkedIn advertising campaign. Users don’t typically browse LinkedIn for hours at a time. There’s not nearly as much clutter and noise than there is on Facebook or Twitter. They’re usually checking something specific and then taking a minute or two to browse their feed. You need to grab their attention and push them to your CTA almost immediately or you might never get a chance to impress them again.
3. Get Personal With Sponsored InMail
One of the most impressive LinkedIn advertising tools is Sponsored InMail. Sponsored InMail allows you to send messages directly to targeted users’ Inboxes. In order to be effective, these cannot be kept generic. Sending somebody a message directly is incredibly personal. If the message is not relevant, the recipient will be turned off immediately. Therefore, your audience and message must both be drilled-down very finely. Address the targets by name, make sure your subject line is extremely compelling and use a simple, specific CTA.
4. Leave Industry Jargon Behind
Even though LinkedIn is a professional network, copy with too much jargon still isn’t effective. You cannot assume everybody has the same level of expertise you do, especially if your target audience is beyond one single industry. Jargon also makes your copy stuffy, clunky, and difficult to engage with. Prove your industry knowledge in other ways. Your results will be much better.