3-Part LinkedIn Ad Checklist

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  • [PDF Download] The 3-Part LinkedIn AdChecklistSeptember 18th, 2015 by Ted Prodromou

    Categories: Blog (http://www.digitalmarketer.com/category/dmblog/),

    Drive More Trafc (http://www.digitalmarketer.com/category/drive-

    more-trafc/)

    9 6 2 4

    2 0

    So youre dabbling in LinkedIn advertising

    Ive been running LinkedIn ads since 2012 and Ive done a

    lot of testing in different markets you could say I wrote

    the book (http://www.amazon.com/Ultimate-Guide-

    LinkedIn-Business-ebook/dp/B00PSSFZTA

    /ref=sr_1_1?s=books&ie=UTF8&qid=1442269385&

    sr=1-1&keywords=ted+prodromou) on it (because I did).

    There are essentially two types of LinkedIn ad campaigns

    (three if you are a big brand with at least $25,000 to spend

    on ads). The Self-Service ads and the Sponsored Update

    ads.

    (http://go.digitalmarketer.com/tnc-early-

    bird-blog-banner-ad-9-9)

    3-Part LinkedIn Ad Checklist http://www.digitalmarketer.com/linkedin-ad-checklist-traffic/?utm_sourc...

    1 of 13 9/19/2015 6:21 AM

  • Before you can determine which is right for your business,

    you need to know

    What is the Difference Between Self-Serviceand Sponsored Update Ads?

    Self-Service ads are the small ads you see in the right

    column of LinkedIn and at the top of pages as a text ad.

    Youll see the sidebar ads under the Ads You May Be

    Interested In widget similar to the image below. The ads are

    grouped in a series of three ads and contain a thumbnail

    image and text.

    Sponsored Update (http://adspecs.liasset.com

    /category.php?category=Sponsored+Updates) ads allow

    brands to deliver their content into the homepage feed of

    members beyond those who are following their company.

    They can be targeted to a specic audience, and can be seen

    on desktop, smartphone and tablet device.

    DRIVE MORE TRAFFIC

    (HTTP://WWW.DIGITALMARKETER.COM

    /CATEGORY/DRIVE-

    MORE-TRAFFIC/)

    BOOST CONVERSIONS

    (HTTP://WWW.DIGITALMARKETER.COM

    /CATEGORY/BOOST-

    CONVERSIONS/)

    INCREASE ENGAGEMENT

    (HTTP://WWW.DIGITALMARKETER.COM

    /CATEGORY/INCREASE-

    ENGAGEMENT/)

    (http://digitalmarketer.com/lp/perpetual-

    trafc-podcast.html)

    What Do You WantTo Boost Today?

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    3-Part LinkedIn Ad Checklist http://www.digitalmarketer.com/linkedin-ad-checklist-traffic/?utm_sourc...

    2 of 13 9/19/2015 6:21 AM

  • So which is working best in LinkedIn Advertising ?

    I recommend not running self-service ads unless youve

    done a lot of testing and have winning campaigns.

    In my experience, LinkedIn members dont click on the

    Self-Service ads as often as they click on Google ads and if

    they do click, they dont convert as well as Google and

    Facebook ads. (LinkedIn is working hard to improve the

    performance of Self-Service ads.)

    For that reason, were focusing on Sponsored Update ads in

    this post.

    The Sponsored Updates were released in mid-2013 and

    work very well in most cases. When you treat Sponsored

    Updates as native ads, you receive a high Click Through

    Rate (CTR), a low Cost Per Click (CPC), and high conversion

    rate (CR).

    Here is a sample Sponsored Update from Google. Notice

    419 people liked this update and there are 16 comments.

    Look for updates which receive numerous likes and

    comments and save screenshots so you can use the same

    approach in your sponsored updates.

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    3-Part LinkedIn Ad Checklist http://www.digitalmarketer.com/linkedin-ad-checklist-traffic/?utm_sourc...

    3 of 13 9/19/2015 6:21 AM

  • There are three parts to getting the best performance out

    of your Sponsored Updates and Ive created a checklist for

    you to measure every time you set one up.

    Check it out below and download a free PDF version of this

    LinkedIn ad checklist when youre done!

    1. Optimizing content

    Always Ask, Why Would the Audience Want to Read This?

    Most online banners get little response because we see so

    many banners and suffer from banner blindness. Online

    marketers are always looking for tips to improve ad

    performance so Google sharing examples which work for

    them.

    Use Concise and Compelling Intros and Headlines

    Banner ads get a bad rap but when done right, they can

    really boost brand lift.

    As an online marketer, youre aiming for a headline

    that grabs their attention so they will click on the ad to

    learn more.

    3-Part LinkedIn Ad Checklist http://www.digitalmarketer.com/linkedin-ad-checklist-traffic/?utm_sourc...

    4 of 13 9/19/2015 6:21 AM

  • Ask Compelling Questions to Engage Your Target Audience

    People are always looking for answers to their problems so

    get their attention by asking them a question and giving

    them the answer in your ad campaign.

    Look at the interaction BrightRoll created by asking a

    simple question. 649 Likes and 37 Comments is great

    interaction for LinkedIn ads.

    Always Include a Clear Call to Action

    In the BrightRoll update, theyre inviting you to learn the

    strategy Kelloggs used to engage their audience on new

    screens.

    Optimize Your Landing Pages for Mobile Traffic

    Most LinkedIn trafc is mobile.

    The landing page for the BrightRoll ad is clean, mobile-

    friendly and lets you ll out the form using your LinkedIn

    contact information with one click. This is one of the biggest

    benets of LinkedIn Sponsored Updates where you can ll

    in your web forms with a single click.

    3-Part LinkedIn Ad Checklist http://www.digitalmarketer.com/linkedin-ad-checklist-traffic/?utm_sourc...

    5 of 13 9/19/2015 6:21 AM

  • 2. Managing Updates

    Plan an Editorial Calendar and React to Timely Events

    Plan your editorial calendar at least one quarter in advance

    so youll be sharing relevant, timely information. Also plan

    for holiday promotions and special events well in advance

    so you have time to prepare high quality content.

    Respond to Comments Quickly

    Social media is all about timeliness so you need to monitor

    your sponsored updates and reply quickly. Occasionally

    disgruntled customers may vent in the comments of your

    sponsored updates so you need to act quickly to defuse

    their frustration.

    Keep updates running 24x7x365

    In todays business environment, people can be working

    online any time of day or night. Keep your ads in front of

    them 24x7x365 so you maximize your chance of them

    seeing your content.

    Run 2-4 Sponsored Updates Simultaneously to Split Test

    Always split test your ad campaigns testing different

    headlines, ad text and images to see what your audience

    responds to.

    3-Part LinkedIn Ad Checklist http://www.digitalmarketer.com/linkedin-ad-checklist-traffic/?utm_sourc...

    6 of 13 9/19/2015 6:21 AM

  • Test, Engage, and Refine

    When people respond to your content, it tells you what

    their biggest pain points are so you can create more

    content to address their problems. This also gives you ideas

    for new products and services which solve your customers

    biggest issues.

    3. Optimizing Visuals

    Always Include an Engaging Image, Video or Presentation

    Adding engaging images or videos to your blog posts,

    articles, and online ads almost always increases

    engagement.

    Ensure Your Image is Relevant to Your Content

    Im sure youve seen a compelling image in an ad that made

    you click on the ad then you were completely disappointed

    when the landing page and offer had nothing to do with the

    image. Its a bait and switch and you immediately distrust

    the business because they tricked you. Make sure your

    image matches your product or service so you gain the

    trust of the viewer.

    Use similar visuals on your landing page

    Heres a great example of LinkedIn using the same image in

    the sponsored update and again on the landing page. This

    continues the conversation from the sponsored update to

    the offer page which will improve your conversion rate

    signicantly.

    3-Part LinkedIn Ad Checklist http://www.digitalmarketer.com/linkedin-ad-checklist-traffic/?utm_sourc...

    7 of 13 9/19/2015 6:21 AM

  • 3-Part LinkedIn Ad Checklist http://www.digitalmarketer.com/linkedin-ad-checklist-traffic/?utm_sourc...

    8 of 13 9/19/2015 6:21 AM

  • You can see LinkedIns complete advertising specications

    here (http://adspecs.liasset.com/).

    Remember, LinkedIn Sponsored Updates work very well

    when you treat them like native ads. Make your Sponsored

    Update look like content with an interesting image and

    direct them to a landing page with great content and your

    3-Part LinkedIn Ad Checklist http://www.digitalmarketer.com/linkedin-ad-checklist-traffic/?utm_sourc...

    9 of 13 9/19/2015 6:21 AM

  • About Ted Prodromou

    Ted Prodromou is the best-selling, award-

    winning author of Ultimate Guide to

    LinkedIn for Business and Ultimate Guide to

    Twitter for Business (Entrepreneur Press).

    Ted is also frequent contributor to

    Entrepreneur Magazine and

    Entrepreneur.com. Ted is an online

    advertising consultant generating leads for

    his clients using Google Adwords, Facebook

    ads, LinkedIn, Twitter, and other social

    media platforms. He also teaches online and

    conversion rates will skyrocket!

    Download your LinkedIn Sponsored Update checklist here

    (https://s3.amazonaws.com/digitalmarketer-downloads

    /website/content/uploads/2015/09/linkedin-checklist.pdf).

    (https://s3.amazonaws.com/digitalmarketer-downloads

    /website/content/uploads/2015/09/linkedin-checklist.pdf)

    9 6 2 2

    4 0

    3-Part LinkedIn Ad Checklist http://www.digitalmarketer.com/linkedin-ad-checklist-traffic/?utm_sourc...

    10 of 13 9/19/2015 6:21 AM

  • in-person classes on LinkedIn, Twitter, and

    online advertising. You can learn more about

    Ted here (http://www.tedprodromou.com).

    View all posts by Ted Prodromou

    (http://www.digitalmarketer.com/author

    /ted-prodromou/)

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