Advantages and difficulties of carrying out a strategy on LinkedIn Ads
The wide range of segmentation possibilities is a great advantage since we can configure our audience as we prefer, segmenting by professional group, type of company or location. Although this can be an advantage because we can balance the investment with the size of the audience, excessive segmentation can also be counterproductive , so we should start by testing similar audiences, avoiding using many segmentation filters such as seniority level or attitude.
Another great advantage that LinkedIn Ads offers is the quality of the leads and conversations we get, due to the high prestige of the page. But this clearly translates into an increase in costs, compared to the cost of other platforms, since due to the value of its metrics it is reserved for players who can make a medium-high level investment. This investment would place us in an appropriate competitive context , and that is when the person in charge of designing the strategy must consider whether it is worth making the investment that advertising on LinkedIn Ads entails.
Improving the quality of our ads
LinkedIn Ads recently started recommending a minimum of 5 different creative pieces in rotation per advertising campaign , up from 3 previously. In this way, it aims to improve the automatic rotations of the pieces, since with a greater number of pieces in rotation, more data and performance metrics can be obtained from the ads to give more impressions to those pieces that work best and thus optimize the campaign numbers. This is one of the platform's default options.
According to statistics, increasing the number of pieces to 5 also increases the CTR by up to 20%.
The formats of the pieces also come into play , since today it has been proven that the vertical format is the one that works best , given that the main device that users currently use is the mobile phone; this is demonstrated by the study carried out by IAB, where they conclude that 97% of users use their mobile phone to connect to their social networks.
LinkedIn Ads therefore recommends varying the formats of creative pieces to optimise their rotation. This advice is based on the fact that the CTR achieved on mobile phones is 75% higher.
Segmentation is also a fundamental part
To begin with, we must take into account what type of audience is appropriate for each part of the funnel; therefore, at the beginning, we should test several types of audiences and avoid, as we have mentioned before, excessive segmentation.
It is important to know the number of people we want to target , because if we focus on an audience that is too broad, we may reach a point where our budget is being invested in users who are far from the final conversion. By applying these Best Practices, we can achieve a reduction in cost per potential client of up to 8.5%.
Finally, we can also optimize the choice of audiences with the 'Audience Expansion' function offered by the platform . This means that the algorithm can detect potential users that our initial target did not contemplate, and in this way, discover new profiles and even improve the volume of potential clients by up to 50%.
Thanks to these Best Practices for the optimal use of LinkedIn Ads, we can make the most of the advertising platform and achieve our strategic objectives.
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