Text Ads Optimization Guide

Table of contents

STEP
Take your campaigns to the next level Optimizing Bids
03
04 10

STEP
Key drivers for advertising success Landing Pages
04
05 11

STEP
Creating Multiple Campaigns Tracking Performance
01 05 12

STEP
Targeting Common Situations Advertisers Face
02 07 13

STEP
Refresh and Test Creative
03 08

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Take your What we’ll cover:
campaigns to the • Creating Multiple Campaigns

next level •
•
Targeting
Ad Creatives
• Landing Pages
Now that you’ve set up at least one campaign • Conversions and Analytics
using LinkedIn Text Ads, it’s time to learn how to • Common Situations Advertisers Face
improve your results and attract more of the right
customers.

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Key drivers for
advertising success:

✓ Know your competitors and what

differentiates you from them. ✓ Create strong ad creatives to test new
ideas, while keeping your message fresh.

✓ Establish a test plan, so you can measure

and improve results. ✓ Target unique segments to find the perfect
mix of targeting facets.

✓ Build multiple campaigns to test different

campaign elements. ✓ Develop effective landing pages that drive
conversion.

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 STEP
01

Products & Services

Create a different campaign for each of your products,
services, or conversion goals.

Create multiple
Multiple Ad Versions
campaigns to test Create multiple versions of your ads for each campaign.
This will help you discover which ads perform best for

and optimize spend

each unique campaign.

Note: Click-through rate (CTR) is a good indicator of how

an ad is performing.

Creating multiple campaigns is a crucial step for

optimizing your advertising spend and achieving
your marketing goals. Geography
Create campaigns for different geographic regions.
Monitor performance and adjust your messaging, bids, or
budgets by region, if appropriate.

In general, good ads have a CTR greater than 0.03%.

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 STEP
01

Unique Audiences
Create a different campaign for each unique audience
you want to target.

Example

If you’re trying to reach graphic designers in Los Angeles and

media buyers in New York, you should target those types of

Create multiple
professionals in different campaigns. You can create ad copy
that speaks directly to that audience and gauge which types
of professionals your ads resonate with.

campaigns to test
different audiences i
Same Audience
Create different campaigns to test targeting the same
audience in different ways.

Example

If your product appeals to marketing managers, you could set

up individual campaigns that target by industry (Marketing
& Advertising), Job Function (Marketing), and Job Title
(Marketing Manager).

Give yourself at least 2-3 days to ensure you’re receiving

reliable results when measuring impressions and clicks.

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 STEP
02

Develop your
targeting
We strongly recommend that you create multiple campaigns
to test different audiences and target criteria.

Once you have some initial results, work on identifying the

Here are some things to consider when thinking most viable campaigns and optimizing on the most effective
about your target audience on LinkedIn: targeting criteria.

Sometimes one targeting selection can make all the difference.

Where are they located? Mark Smith

Age 45
Title Accounting Director
Do they work in a certain industry? Company ABC Investing Corp.
Location San Francisco Bay Area
Professional interests
Do they have specific job functions? Entrepreneurship, Leadership,
Finance/Accounting, Investing

Do they belong to certain LinkedIn Groups?

Do they have certain skills or expertise?

We recommend an audience size of 100,000 to 400,000
targeted members for a successful campaign, especially
new ones. Before targeting age and gender, try targeting
by seniority. Some profiles do not indicate an age or
gender, and those members will not be shown an ad.

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 STEP
03
Optimize and
Refresh Your Image
50x50 pixel image Description

Creative Headline
Up to 25 characters
Up to 75 characters

Make your ad stand out by creating a

compelling and persuasive image, headline,
and description. Strong images and ad copy
have a large role in successful LinkedIn Need a Corporate Career?
Text Ads campaings. Gourmet catering for private parties.
Affordable prices. Get a free quote.

Make higher click through rates (CTR) your

goal with strong ad copy. When testing Tasty Corp Catering has 1,680 followers on LinkedIn
creative, make sure to hold your targeting
constant and rotate ads evenly, so the ads are
tested against the same audience.

Test each component of your creative (image, From

copy, call-to-action) independently by making Your name or company
a different ad for each element.

To create a new campaign with the same

targeting and ads, click New Ad Campaign
and select Duplicate Existing.
Give yourself at least 2-3 days to ensure you’re receiving
reliable results when measuring impressions and clicks.

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 STEP

Testing your ad elements 03

to maximize results.

Images have a large impact on your click

Speak directly to your target audience and use
through rate. Try images with bright colors and
vocabulary relevant to their profession. Also,

✓ faces (if relevant) that will catch your audience’s

attention and generate interest. Build creatives
that are sharp, crisp, and clear. Avoid images
✓ you’ll want to test copy that uses eye-catching
words and phrases: Limited Time, Off, Discount,
Exclusive, Free, Special, Now, New, Save.
that don’t fill the 50x50 pixel space.

Powerful call-to-action terms drive clicks and The ads that perform best (highest CTR), will
higher conversion rates: Download, Get More be shown more often. This “Optimize Click

✓ Information, Contact Us, Call, Request Info, Get

a Quote, Sign Up Now, Sign Up, Start Now,
Apply, Join, Try, See How, Hurry.
✓ Through Rate” setting is strongly recommended
(although you can rotate ad variations evenly if
you prefer or plan to manage the ads closely.)

When optimizing and refining ad copy, make increasing

CTR your primary goal.

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 STEP
04

Optimize your bids

What’s the right bid? When you created your initial
campaigns, you should have set a bid price and
decided on a Cost per Click (CPC) or Cost per Tip
1,000 Impressions (CPM) payment method. Most
successful advertisers choose to bid on a CPC Very tight targeting may require you to bid over the
basis. suggested range to serve impressions.

Initially, we recommend bidding in or above the

suggested bid range. This will make it more likely
that your ads receive impressions and clicks. If Note
you are not receiving impressions or clicks, you
may need to increase your bid, especially if the The Max CPC bid as indicated in the bid interface is the
audience you are targeting is very competitive. highest bid you are willing to pay per click. In reality, you
will only pay 1 cent over the 2nd highest bidder. So if the
A common tactic is to begin with a high bid and
suggested bid range is $2.50 - $3.00 and you bid $5 and
lower it as you optimize your ad creative and CTR. the next highest bid is $3.00, you will only pay $3.01. In
addition, strong campaign performance and CTR often
Additionally, when advertising for time sensitive decreases your actual CPC.
activities (e.g. a speaking event), we recommend
you bid at the high end of the range or above the
range. This will increase the number of impressions
you receive and improve the likelihood of you
reaching your goals prior to the event.

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Landing Pages STEP
05
The landing page is the web page users are directed to once they click on your ad, and it’s the last piece
to driving sales, leads, or conversions. Be sure your landing page is a continuation of your ad targeting,
creative, and offer. If someone comes to your landing page looking for a free trial offer, but can’t find it,
they are likely to quickly leave the page.

Customize your landing page and offers to

✓ match your ad campaigns (this includes both

targeting and ad copy). ✓ Different target audiences and offers should
have different landing pages.

Offer relevant and useful information on your

Focus on a single action you want your visitors landing page, so visitors have a reason to

✓ to take. Too many options creates clutter and

confusion, often lowering conversion rates. ✓ stay and engage.Examples: Unique value
proposition, images/videos, benefits, customer
testimonials, and a strong call to action.

There’re a lot of tips on the web for building great landing pages, but with LinkedIn Text Ads, you already know a lot about your
audience through targeting. Take this audience knowledge into account when creating your landing pages.

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Tracking Performance: Analytics
If you’re looking to measure your return on ad spend or simply understand the performance
of your campaigns, having insight into your website visitor behavior and conversion rates is
vital. Without proper tracking you’ll be unable to understand the true value of the traffic and
awareness your campaign is creating.

The most common way of tracking conversions, sales, or leads is through a website analytics
tool. We suggest you contact your webmaster or hosting provider if you’re unsure about how
to find or implement a third-party analytics tool.

Once you have your analytics set up, we recommend tracking your campaigns in the most
detailed fashion possible. Tagging your destination URLs with channel, campaign, audience,
and ad-level tracking will result in the most comprehensive evaluation of your ad performance.

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Bonus Section: Common Situations
Advertisers Face
Now that you’re tracking your results, you’re bound to find room for improvement. Here are a few
common situations that advertisers may encounter and how to react:

Situation: Your target audience is not driving enough impressions or clicks

• Increase the number of LinkedIn members who see your ads by broadening your targeting criteria.

• For example, is your product or service gender specific? If not, remove that targeting filter.
• Are there any geographic areas or industries you are missing that you might need to add?

• Consider creating a new campaign with a different target audience. This expands your audience
footprint and allows you to track the performance of different target segments separately.

• Think about increasing your bid above the suggested bid range. Your bid will be more competitive
and will likely receive more impressions.

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Bonus Section: Common Situations
Advertisers Face
Situation: Your CTR is too low or begins to drop

• Try experimenting with different ad variations that target specific audiences. Break up one
campaign (for example, targeting 900,000 members) into 3 smaller campaigns (targeting
300,000 members each), and write ads specifically for each of those smaller audiences.

• Increase your bid. If your target audience is highly competitive, then another advertiser may
take impressions from you if you do not have a winning bid.

• Revisit the target audience you’ve selected. It may be too big or too narrow. As a general
rule, an audience of smaller than 100,000 members may result in very few to no clicks.
Remember, even if you expand your target audience, you should keep your ad copy as
relevant and targeted as possible.

• Reevaluate your target audience by picturing your ideal customers. Are there any
job functions (like Marketing or Finance) or industries (like Pharmaceuticals or
Telecommunications) that you can use to narrow your audience further?

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Bonus Section: Common Situations
Advertisers Face
Situation: You need more leads or inquiries

• Make sure your ad is relevant to what you offer and is attractive to the audience that you’re
targeting.

• Try providing special offers or free trials of your products or services.

• Optimize your landing page to give your target audience an easy way to complete the
action you’d like them to take. The landing page should deliver what the ad promised (free
whitepaper, free trial or product demo, discount on a product, etc.)

• Rethink your target audience and test additional campaigns. For example, is there another
type of member on LinkedIn that could benefit from your product other than who you
typically sell to?

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Bonus Section: Common Situations
Advertisers Face
Situation: You want to reduce your cost per click

• Work on improving your CTR. The LinkedIn Text Ads platform rewards campaigns that are
relevant and appealing to their target audience, and better performance often results in
downward trending CPCs.

• Try experimenting with different headlines, images, and descriptions.

• Turn off ad variations that aren’t performing well.

• Refine your targeting criteria. Is your audience so large that your ad isn’t relevant to
a majority of the LinkedIn members you are currently targeting? As a general rule,
audience sizes over 3 million members may be too big.

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Bonus Section: Common Situations
Advertisers Face
Situation: Your budget is not allowing for enough impressions or clicks

• Try experimenting with day parting to improve ROI. Day parting is choosing a specific time
of day for your ads to be shown. You have the ability to turn your campaigns on or off at any
time manually from your dashboard.

• LinkedIn displays ads at different rates during the day, depending on when users are
active on the site.
• Note that an advertising “day” is based on Greenwich Mean Time (GMT), which
starts at 4pm Pacific (7pm Eastern) in the US.

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