Do You Want to Maximize LinkedIn Ads? Check Out These 6 Tips and Tricks

LinkedIn is a powerful platform in every marketer’s toolkit as LinkedIn ads can allow you to efficiently reach a global market to help increase brand awareness and boost sales.

Over the years, LinkedIn has regularly updated its features to give businesses more insight into their campaigns. But unfortunately, these new releases make it tough to keep up with the ever-changing platform.

This article discusses valuable tips and tricks that can help with your LinkedIn ads.

1. View conversions performance

To better understand the performance of your ads and what users do next, take a look at your conversion actions. The conversion report presents you with different types of data regarding the conversion actions, including post-click conversion, view-through conversion, and total conversions. These metrics offer an in-depth understanding of your ads’ impact and performance. Based on this, you can adjust your campaigns to improve and maximize reach and conversion.

If you’re considering segmenting the conversions, it’s important to note that this is only possible with total conversions and not the view-through and post-click data.

2. Duplicate champion ads when creating a new ad test

Best practice includes consistently testing your LinkedIn ads. Whenever you set up a new ad, your champion ads - existing optimized ads that have performed excellently over time - will still be active, and will account for the most impressions from LinkedIn.

Even if you choose the rotate ads event option, your champion ads will still record higher impressions. Therefore, it’s advisable to set up duplicates of the champion ads. This ensures that all your ads start at zero for a new test.

Duplicating ads in the LinkedIn interface is easy: navigate to the ads section, then click the duplicate icon under the Actions tab.

3. Evaluate audiences with demographic reports

Although LinkedIn's demographics reporting feature is relatively new, it’s seen continuous improvements. This means you can use this feature to segment your campaign performance by:

• Company industry
• Company size
• Location
• Country
• Job function
• Job seniority

Demographic reporting also comes in handy when targeting top-performing audience groups. You can identify your preferred demographics, tailor your ad copy to each, and bid separately.

Important note: the demographic feature is not in the same section as website demographics. The latter provides you with insights into your website audience.

4. Try objective-based bidding

The objective-based bidding feature on LinkedIn was only recently introduced. However, it can be a valuable tool to ensure the success of your campaign. This feature allows you to choose a campaign objective and a corresponding bid method. There are three objectives to choose from, including;

• Awareness: This is if your campaign objective is to reach people within your target audience while increasing your brand awareness. The corresponding bid method for this objective is CPM.
• Website conversions: This is if you’ looking to maximize the number of people visiting your website. The bid method, in this case, is CPC.
• Website visits: This helps to maximize the number of people taking practical actions on your website. Although the corresponding bid method for website conversions is CPC, LinkedIn automatically adjusts the bid, helping you get more conversions at the best price.

5. Review LinkedIn audience network and audience expansion settings

For every campaign you create, you can opt your ads into the LinkedIn audience network for audience expansion. These settings are enabled by default for sponsored content campaigns, but you can adjust the settings.

LinkedIn will show your ads on websites outside of LinkedIn to a premium network of publishers through the LinkedIn audience network feature. But the audience expansion feature does more – it broadens your campaign's reach by showing ads to audiences with similar attributes to your target audience. In addition, this feature helps scale your campaign reach even if your audience has a low volume.

6. Upload a company names list

The matched audience feature, which is accessible under the account assets section, allows you to easily upload a list of company names to LinkedIn's interface. It’s a convenient feature, considering it doesn’t require you to add the names individually. So, if you or your client have a list of target companies, this is a great option.

LinkedIn recommends a minimum list size of 1000 companies and a maximum of 300,000. However, 300 matched members are all you need for your ads to show.

This feature isn’t designed for immediate updates so in some cases, you may have to wait up to 24 hours after uploading for the system to start matching.