你知道这是一个很大的80% of content marketers运行LinkedIn广告？
Given the fact that LinkedIn is the leading organic social network for B2B marketers, it makes sense that’s also so popular among advertisers.
Just as other types of paid ads, Linkedin ads can be tricky to master. If you have been running LinkedIn ads for a while now without seeing the expected results, try following these LinkedIn ads best practices to get things right.
准备在决策者的专业网络上微调广告吗？
Here’s what you’ll learn today:
- Start with understanding your audience
- 目标决策者
- Keep an eye on segment breakdown
- Use text with your ads
- 也玩视觉效果
- 用LinkedIn转换像素重新定位用户
- Choose ad type wisely
- Use LinkedIn strategically alongside running ads
- Offer gated content
- Test and be consistent with your campaign
在我们深入了解细节之前，这里有一些我们对专家社区进行了调查的一些行业平均值。
First, we asked them to share their typical cost per click on LinkedIn. The majority – about 24% – said their CPC was between $2-3.
接下来，我们询问了它们在LinkedIn上的典型每千（CPM）成本。我们了解到，LinkedIn上的典型CPM超过10美元。
Now, to the meaty part:
1. Start with understanding your audience
作为with any other strategy, your work on your LinkedIn ad campaign should also start with getting full clarity on who your target audience is. Doing so helps you personalize your ad message so it resonates with your audience.
Hence, it makes sense that “great performing LinkedIn ads begin with researching whom you wish to reach and what creative elements (visuals and copy) will best resonate with them,” in the words of鸭肉Andrew Clark.
克拉克进一步指出：“我认为，该平台提供了一些最佳的定位功能，因为您可以将广告限制在特定的职称，专业兴趣和团体中。”
“为了成功使用这些功能，广告客户应该对听众的观众有透彻的了解watering holes又名他们将时间花在平台上或网络上的其他地方，除了通常的人口统计信息。前一部分有助于确保您在已经研究或谈论自己的领域的人们面前，反过来，更有可能采取您所需的行动。”
What’s more, “to get high conversions in a LinkedIn ads campaign, you’ll want to use a combination of audience segmentation and value,” shares Tiffany Lewis ofMore Meaningful Marketing。
“通过更好地了解理想的客户或目标受众，您可以对他们看到的内容类型做出更明智的决定，他们将看到值得转换的质量。”
要上班：“按行业，资历，头衔和公司规模尽可能多地缩小听众的范围，以确保您的广告针对您的理想前景，”创意房地产副本。
And remember, “if your target vertical isn’t well-defined, you’ll be wasting impressions and clicks on low-quality traffic and leads,” Galt says. “Once you’ve got the right audience, also make certain to deliver ads that are relevant to your prospect’s needs and speak their niche language.”
有关的：10 Ways to Improve Lead Quality with LinkedIn Campaign Groups
2. Target decision-makers
Often, your ad copy resonates with the right people. They might even think‘hurray! This is what we were looking for.’The only catch? The ad’s not targeted to the people who’ll call the final shots. So you end up convincing your target audience, but just not the right person who makes the decision.
解决方案？“ LinkedIn没有像大多数平台那样针对最终用户，而是让您获得更强大的功能：目标C级位置，”International Consulting’sYoann Bierling概述。
“If you really want an ad to have a professional impact, such as getting your product sold to a company, do not target team members, but decision-makers, with personalized ads, such as the ones allowed in conversation.通过出售产品而不是标准品牌知名度，您有机会获得想要的地方，其成本会更高，但精力较低。” Berling继续说道。
像Bierling，成长黑客公司的乔纳森·奥弗雷（Jonathan Aufray）还是超级目标决策者的粉丝 - 作为LinkedIn付费广告最佳实践之一分享这一点。
“根据我的经验，成功的LinkedIn广告有一个共同点：超目标。您要确保以正确的消息为目标。
Let me give you an example:
- 您不仅想按职位和国家瞄准人。您可以按角色，公司，行业，职位，城市等来瞄准它们。
- 然后，制作一条消息并设计针对它们的创意。例如，您可以针对洛杉矶医疗保健行业中小型企业的创始人。您的创意将在洛杉矶市中心有一名医生，您的信息可能会说：“您有兴趣使健康技术员工提高生产力吗？我们是洛杉矶的专家。立即取得联系以发现如何。’
有了这样的目标，您肯定会有很高的参与度，积极的ROA和ROI。”
3. Keep an eye on segment breakdown
由于我们已经在谈论针对您的受众，所以Ironpaper’sArielle Ru has another LinkedIn ads best practice.
Ru写道：“当您建立观众时，请不断查看右面板中的细分细分估计。”“这些百分比描绘了观众建立的图片，并可以帮助您进一步完善您的包含和排除。
通过收紧观众细分市场，您可以通过针对错误的受众来避免浪费广告支出和歪曲结果。”
专家提示：如何让公司的追随者参与LinkedIn
Personal branding is one thing, an important thing, but so is helping your company grow. You may not have direct control over who follows you, but you can influence them with your posts, comments, and other kinds of engagement. To do that, you need to know who they are and what their interests are. You can align yourself with your LinkedIn company page followers by analyzing:
- 行业追随者
- 追随者按公司规模
- 追随者是资历的
- Followers by Geography
- Month over Month Improvement
和更多…
Now you can benefit from the experience of our LinkedIn experts, who have put together a greatDatabox templateshowing all the most important demographics for your LinkedIn company page. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!
您可以轻松地设置它在居st a few clicks – no coding required.
To set up thisLinkedIn仪表板，请按照以下3个简单步骤：
步骤1：Get the template
Step 2:将您的LinkedIn帐户与DataBox连接。beplay体育appios
步骤3：在几秒钟内观看仪表板。
4.在广告中使用文字
You’d think words don’t have much of a role to play in an ad. Think again. Persuasive copywriting can not only get your audience’s attention, but it can encourage them to take action too.
这就是为什么彼得·肖曼（Peter Schoeman）Thedogadventure.com分享此LinkedIn文本广告的最佳实践：“运行高转换LinkedIn广告活动的一个很好的技巧是在图像广告中使用大量文本。”
实际上，Schoeman继续说：“关于LinkedIn广告，我最喜欢的一件事是，他们没有规则限制我可以像Facebook一样将文本数量限制在图像中。
我的经验是big, bold text on your LinkedIn Ads actually can work well。One of my favorite ad design tactics is to use a colorful bold background with bold text. In the text, I normally like to Call out the job title of the candidates we are trying to attract; or highlight our proposal with a strong call to action (CTA).”
Matt Lally fromthegiftyak为桌子带来了更多可操作的技巧：“以您的主要品牌颜色，创建垂直，水平和平方尺寸的颜色。
添加最佳的4-5个单词直接响应标签线，以大胆的白色字母出售您的产品/服务，以填充整个图像。别无其他，没有徽标，没有辅助副本，也没有图像。在2周内回到Databox的博客，并告诉我们那有beplay体育appios多容易！”
5. Play with the visuals too
强大的视觉效果，包括吸引人的图片，简短的视频，GIF等，在工作中引起观众的注意力。实际上，人脑处理视觉效果60,000 times faster than text。
外卖？良好的视觉效果是吸引观众的关键。作为长颈鹿社交媒体的埃莉诺·鲍德温（Eleanor Baldwin）说：“图片是关键！花费大量时间确保副本是完美的，尽管这很重要，但不要低估使用引人入胜的图片的重要性。”
辛迪·威廉姆斯（Cindy Williams）来自Web Sharx对视频说话：“ LinkedIn的本地视频 - 创建有吸引力的视频以捕捉客户的吸引力。视频必须不到10分钟。”
有关的：39 LinkedIn视频提示来促进您的营销策略
Whatever creative you work with though, “make it stand out” remarksFXCK如何本·古尼。“我们进行了大量的LinkedIn广告活动，并且在提要中转换最高的人。有趣的图像和弹出颜色的饲料香料，让人们停下来并实际考虑要约。”
有关的：37个营销人员分享他们最喜欢的营销设计软件
6. Retarget users with the LinkedIn Conversion Pixel
Next on this list of LinkedIn ads best practices is a tip from Maulik Patel ofClick Matix关于重新定位。
“Install The LinkedIn Conversion Pixel as soon as possible,” suggests Patel. “You need to get the LinkedIn pixel on your site ASAP. Even if you do not have plans to run ads any time soon. Yes, the main ideas to have the pixel on your site are to retarget visitors to your site with ads; and to track conversions on your website.”
帕特尔补充说：“但是还有另一个充分的理由可以马上拿起像素。”“那是因为一旦将像素放在网站上，LinkedIn便开始免费访问网站人口统计信息。他们将根据J公司规模，职位，行业，资历等，向您展示您的网站访问者中有多少比例的访问者。”
7.明智地选择广告类型
It’s also crucial you select your ad format wisely. Of course, knowing your audience helps. But there’s nothing like testing each format to see which resonates with them the best.
难怪，我的混合David McHugh评论说：“我运行高转换LinkedIn广告系列的最佳技巧是利用并利用所有不同类型的LinkedIn广告。”
麦克休（McHugh）解释说：“有三个主要的广告，包括侧栏广告，新闻提要中出现的赞助广告以及Inmail Ads，这只是您可以发送给人们收件箱的直接消息。
Each ad format has a slightly different interface where you can either prioritize text, images, or other types of content and messaging, so try utilizing all LinkedIn ads have to offer and see which types bring you the best results.”
One more factor to consider is “your advertising objectives,”ResumeLab’sBart Turczynski notes. “Sponsored content, vs. InMail and CPC text ads, all get leveraged quite differently, so it’s imperative what you want to achieve, who you want to reach, and how. Otherwise, you can quickly burn through your budget with little results to show for.”
But if you were to start with one format for your LinkedIn ad before you go experimenting, you might want to give sponsored content a shot as Maninder Paul from数字连接器建议。
“They are a native ad format and appear like a part of the regular LinkedIn feed. With this format, you can keep your message simple and concise with an appealing visual – image or video. It also allows you to have 3 strategic places where you can place your CTA (Your ad copy, visual, and the headline) which makes it versatile,” Paul elaborates.
但是，通常，“不要像赞助的广告那样坚持一种类型的广告，因为您所知道的是，直接消息广告可能会取得更大的成功，”用MCHUGH的话来说。
8. Use LinkedIn strategically alongside running ads
It’s also essential you take out time to use LinkedIn strategically. The idea is simple: increase your time on the app (so the algorithm favors you) and show your ad viewers that you have an active profile.
“Invest in having a strong brand outside of paid media,” echoes Omri Hurwitz fromOmri Hurwitz媒体。客户,建立自己的品牌t leadership, Podcasts, and PR, get much better results on LinkedIn advertising.”
That’s a fair point, isn’t it? And, before we move on to another one of LinkedIn paid ad best practices, here are two LinkedIn use recommendations fromPlain Writing’s德里克·吉列（Derek Gillette）：
- “Make sure employees at the company were already writing and engaging organically on the platform
- 确保公司页面处于原始状态，并与活动联系在一起（如果可能的话）”
有关的：53社交媒体专家解释了在LinkedIn上发布的艺术
9. Offer gated content
Gated content is content that isn’t accessible right away. For example, an eBook that’s gated requires you to get it by sharing your email address. Our experts suggest you need to offer such content in your LinkedIn ads.
“即使会议的景观发生了巨大变化，”克里斯汀·艾德斯（Kristin Ides）的希望Prismatic“在LinkedIn的铅纳式表格的活动之后，针对与会者使用上下文封闭式内容仍会产生高转化率。
Make sure to have your speaker mention the availability of a white paper or another piece of content at the end of their talk.
通过活动与会者的电子邮件列表创建一个高度针对性的受众，并在表格上使用下载CTA。CPC通常要高得多，但是您要直接与已经拥有您解决方案的受众直接交谈。”
ModernMedia.io’s安东尼·布拉特纳（Anthony Blatner）也谈到提供封闭式内容。“绝对最佳的转换活动来自于针对特定行业的特定职位，并匹配直接与他们交谈的报价。从LinkedIn Lead Forms广告系列中的内容优惠（又称“铅磁铁”）开始，您将参加比赛！”
10.测试您的广告并与您的广告系列保持一致
回到我们上面在实验LinkedIn AD类型时所做的点，这是对测试一致的最后一个技巧。Rep Cap’sMary Ellen Slayter says it right, “Don’t skip your pilots!”
这是游戏计划：“在启动全面的广告系列之前，test your audience, creative and ad format。I like to do 7-day tests for each variant, spending $100 per day,” explains Slayter.
“一旦找到了获胜的组合，请确保运行至少30天的广告系列，每张广告至少花费100美元。LinkedIn广告是有效的，但是由于人们在网站上的花费不如其他社交媒体平台，因此您需要给自己更多的跑道来建立知名度和转换。”
不要忘记“预算每日和一生的支出，并确保您的日常支出至少为50美元，” Meara McNitt建议在线乐观。
“ LinkedIn是一个高成本的转换平台 - 精神上准备在潜在客户上花费至少150美元。如果您正在寻找转化，您可以分配到LinkedIn的预算越多越好。
Since LinkedIn has some of the most specific targeting options, it is worth investing in—but regularly check your Chart data to make sure you are reaching the right people, and adjust your targeting and exclusions if it isn’t.”
With these 10 proven LinkedIn ads best practices by your side, I’m sure you’d be able to benefit from your LinkedIn ads in no time. But remember: it all boils down to knowing your audience and experimenting with different ad types, measuring their results with a付费广告仪表板找出最适合您的东西。
