This document outlines strategies for increasing LinkedIn ad conversion rates. It discusses testing different audience variations like lookalike audiences and exclusions. It recommends keeping ad formats simple by focusing on sponsored content and lead generation forms. For creatives, it suggests including images that show understanding of the audience's needs, emphasizing empathy. Creatives should be rotated every 3-4 weeks. Case studies are provided as examples. The key takeaways are to test audiences, keep ad formats simple, focus creatives on images and empathy, and rotate creatives regularly.

1. Increasing LinkedIn
Ads Conversion
Rates
Andrea Cruz
Associate Director of Digital
Marketing
Organized by

2. @AndreaCruz92
www.smxl.it

3. @AndreaCruz92
www.smxl.it

4. Life is Good
@AndreaCruz92
www.smxl.it

5. We want to
get creative
but it’s
hard!
@AndreaCruz92
www.smxl.it

6. @AndreaCruz92
www.smxl.it

7. Andrea Cruz
ASSOCIATE DIRECTOR, DIGITAL
MARKETING
• PPC in all colors and forms
• Top 50 most influential PPC expert in 2019 and 2020 by
PPC Hero
• Paid Search Association Board Member
• Yes, I have an accent > Venezuela
KoMarketing
@AndreaCruz92
www.smxl.it

8. Today’s Plan
Audiences
Ad Formats
Creatives
Case Studies
@AndreaCruz92
www.smxl.it

9. @AndreaCruz92
www.smxl.it

10. @AndreaCruz92
www.smxl.it

11. Why are you only using job titles?!
@AndreaCruz92
www.smxl.it

12. @AndreaCruz92
www.smxl.it

13. We have seen a 30% decrease in
avg. CPC by trying less
competitive filters
@AndreaCruz92
www.smxl.it

14. Audiences
LOOKALIKE AGE AUDIENCE
EXPANSION
SKIPPING
EXCLUSIONS
W H A T N O T T O T R Y
Exclude any unwanted traffic
Again why?
This is an estimate, years of
experience tends to be better
Because why?
@AndreaCruz92
www.smxl.it

15. Ad Formats
@AndreaCruz92
www.smxl.it

16. Keep it simple
@AndreaCruz92
www.smxl.it

17. Sponsored Content
Lead Gen Forms
@AndreaCruz92
www.smxl.it

18. Focusing on these 2 ad types
have led to ongoing 10% or
higher conversion rates
@AndreaCruz92
www.smxl.it

19. Creatives
@AndreaCruz92
www.smxl.it

20. @AndreaCruz92
www.smxl.it

21. Shout out to @MichelleMsem
@AndreaCruz92
www.smxl.it

22. Creative
Tips
Branded vs. Non-branded
Image
Show you understand what
your audience needs
Empathy
Every 3 to 4 weeks
Rotate Ads
@AndreaCruz92
www.smxl.it

23. Case Studies
@AndreaCruz92
www.smxl.it

24. @AndreaCruz92
www.smxl.it

25. @AndreaCruz92
www.smxl.it

26. @AndreaCruz92
www.smxl.it

27. @AndreaCruz92
www.smxl.it

28. Takeaways
Audiences: Test different variations
Ad Formats: Keep it simple
Creatives: Image, empathy and
rotation
@AndreaCruz92
www.smxl.it

29. Organized by
Thank you!
How to find me
Linkedin.com/in/acruzlopez
LINKEDIN
@AndreaCruz92
TWITTER
KoMarketing.com
WEBSITE/EMAIL