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How to build a successful LinkedIn Ads strategy

LinkedIn is one of the most powerful professional social media platforms worldwide and LinkedIn Ads offer businesses an excellent opportunity to reach a highly targeted audience to generate leads, and build brand awareness. However, it can be an overwhelming task to know where to begin when starting to build a LinkedIn ads strategy! This guide will help take you through the steps required to create a successful LinkedIn Ads strategy that delivers the type of results you strive to achieve.

Define Your Objectives

The first step in creating a successful LinkedIn Ads strategy is to define your objectives. Are you looking to generate leads, drive traffic to your website, or build brand awareness? Clearly defining your objectives will help you create an effective LinkedIn Ads campaign that meets your business goals.

LinkedIn Objectives

Know Your Target Audience

LinkedIn provides businesses with a range of targeting options, making it easy to reach your desired audience. You can target your audience based on factors such as location, job title, industry, and company size. Knowing your target audience will help you create a more effective LinkedIn Ads campaign. LinkedIn’s matched audiences feature allows you to target people who have engaged with your brand in the past. This includes people who have visited your website, engaged with your content, or are on your email list. By targeting these people, you can reach an audience that is already familiar with your brand, which can lead to better engagement and conversions.

Choose the Right Ad Format

LinkedIn Ads offer a variety of ad formats, including Sponsored Content, Sponsored InMail, and Display Ads. Choose the right ad format that best aligns with your business objectives and target audience. When choosing the right ad format, you want to leverage your content assets, for example, Sponsored Content is an excellent format for promoting your existing content assets, such as blog posts, videos, and whitepapers. It is also important to always test different ad formats and optimise your campaigns based on performance. LinkedIn provides robust analytics and reporting tools to help you measure the effectiveness of your ads.

Define LinkedIn Ad Format

Set a Realistic Budget

Setting a realistic budget is crucial in creating a successful LinkedIn Ads strategy. LinkedIn Ads are more expensive compared to other social media platforms, so it’s important to have a clear idea of your budget and expected ROI. Running an ad on LinkedIn using the bare minimum budget will get you bare minimum results. It is important to understand from the initial stages that LinkedIn is more expensive, but can generate big results when optimised effectively. 

Optimise Your Ad Copy and Creative

Your ad copy and creative should be engaging, relevant, and visually appealing. Ensure that your ad copy clearly communicates your message and speaks directly to your target audience. Use high-quality visuals that are aligned with your brand and message. The below examples showcase clever graphics that stand out with a strong call to action. You want to create visuals that will stop someone from scrolling and take action on your ad. 

LinkedIn Ad Examples

Track and Analyse Your Results

Tracking and analysing your results are critical to understanding the effectiveness of your LinkedIn Ads campaign. Use LinkedIn’s analytics tools to track metrics that are relevant to your campaign goals, such as clicks, impressions, and conversions. Don’t just monitor this information, use it to refine your strategy and optimize your future campaigns.

Building a successful LinkedIn Ads strategy requires a strong well thought strategy that includes a clear understanding of your business objectives, target audience, ad format, budget, ad copy and creative, and analytics. This will help you create effective LinkedIn campaigns that reach your target audience, generate strong leads and build brand awareness for your business. Digital 24 can help you build a successful Ads strategy that drives results on LinkedIn and other social media platforms, to find out more about how we can help, get in touch.

Picture of Donna Barton

Donna Barton

I'm Senior Performance Marketing Specialist at Digital 24. I'm an analytics nerd with a passion for diving into data. When I'm not analysing data, you'll find me working on advertising across channels including Google, Facebook, Instagram, LinkedIn, TikTok and X.