February 27, 2013 by Strategy Lab
5 Tips for Effective LinkedIn Advertising
1. Bid at the high end of the suggested bid range.
2. Continuously review and adjust your daily budget.
Make sure your daily budget supports your click goals.
ie) $10 per day at $2 per click = 5 clicks. $10 a day at $4 per click = 2 clicks.
Note: Wednesday is the highest traffic day on LinkedIn so adjust your budget and optimization accordingly.
3. Be leery of granular targeting.
Although it may seem counterintuitive, adding more criteria to a campaign severely limits your audience. Shoot for an audience size of 200,000 to 400,000.
a) Determine criteria
b) Create several campaigns with only one or two criteria
c) Carefully watch estimated audience numbers to see if they fall in the 200,000 to 400,000 range.
4. Pay attention to creative best practices.
a) Calls to action
b) Mention value-adds like white papers and free trials
c) Use legible images (50×50 is very small). If using words, make sure they can be read easily
Shoot for CTR (click-through rates) of above .025%. LinkedIn rewards ads of this nature while a poor track record is difficult to bounce back from. If you develop a poor track record, start a brand new campaign. In order to hedge against the poor track record, create three or more ads, put two live, then swap the third one in for the poorest performing one at the end of the first week.