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Linkedin Ads Best Practices, 2014

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One sheet on LinkedIn Ads, the text based ads on LinkedIn

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Linkedin Ads Best Practices, 2014

  1. 1. Ads Best Practices Give your campaigns a higher chance of success by ensuring your ads have more opportunities to serve on LinkedIn relative to competing advertisers. ✓ Set maximum bids at least 50% above suggested range Low-performing active ads can weigh down a campaign and lead to a drop in impressions since our system places a high importance CTR for active ads. ✓ Turn off low-performing ads Clear, bright images of “business professionals” make your ads more personal and appealing to potential clients. ✓ Always include an image Even simple changes, such as adjusting targeting, raising bids, and refreshing/creating ad variations, can increase your performance. ✓ Minor changes can have a big impact Ads with a strong call to action, such as ‘Register Now!’ or ‘Sign-up Today!’, perform better. ✓ Use a strong call to action If you have multiple target audiences, separate them into different “buckets” and create campaigns tailored to reach each specific audience. ✓ Determine exactly who you are trying to target Use 2-3 active ad variations per campaign to show variety to your audience while also allowing you to see which strategy is most successful (A-B testing). ✓ Create multiple ad variations for each campaign When creating campaigns, use only a few targeting options at a time. Most successful campaigns have an audience range between 60K - 400K. Suggestions for types of campaigns: • Target by Geography/Industry/Seniority (e.g., UK/High-Tech/Manager) • Target by Geography/Specific Skills (e.g., France/PPC, SEM) • Target by Geography/Type of LinkedIn Group (e.g., AUS/Recruiting, HR) ✓ Create focused targeting criteria Grab their attention by calling out to your audience in the headline (e.g., “Attn: High-Tech Managers” or “Are You an IT Director?”). ✓ Address your audience directly Frequently Asked Questions: http://partner.linkedin.com/ads/faqs Best Practices: http://partner.linkedin.com/ads/bestpractices Improve Your Performance: http://partner.linkedin.com/ads/bestpractices/track.html Skills & Expertise Research: http://www.linkedin.com/skills Our system serves relevant ads more often and limits ads that rarely get clicks. ✓ Keep your ads and targeting relevant

One sheet on LinkedIn Ads, the text based ads on LinkedIn

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