A Guide to Paid LinkedIn Ads

Creating and running LinkedIn ads is one thing. Making them work for your small business is another. Running paid LinkedIn campaigns allows you to attract more leads and prospects on the world’s largest business stage. Check out our top tips for each kind of ad below to help you do your best.

General Tips

• Write from the reader’s perspective. People care about what they can get from what you do – so keep the content personalized.
• Test variations of your ads. See what’s working best, and keep it going.
• Budget and bid wisely. Daily budget limits are helpful towards keeping your budget under control. However, consider maxing out your CPC (cost-per-click) for direct response strategy.
• Measuring your campaigns will increase your ROI. LinkedIn’s Campaign Manager tracks performance by monitoring impressions, clicks, costs, and more. Use these metrics to maximize your ROI.

  

Sponsored Content

• Use custom images if possible. If this isn’t in your budget, stick to non-stock-looking images.
• Add tracking UTM codes to measure site visits or conversions. Here’s a great resource to help you build a campaign URL.
• Keep the copy of the post under 150 characters.
• Stay focused on attracting audiences that interact with your brand.

Text Ad

• Content accompanied with visuals often perform better than those without, so include imagery whenever possible.
• Include a strong, clear, and specific call to action.
• Write a headline worth reading.
• Avoid language that’s too jarring – keep your language as natural as possible.

Sponsored InMail

• Make sure your subject line details the problem that your business solves.
• Use the recipient’s name, perhaps more than once if it works.
• Keep your message concise, ideally under 1000 characters.
• State a clear and specific action you want the reader to take.

Learn more about how to make the most of your small business marketing strategy.