Paid LinkedIn campaigns have enabled tons of brands to advertise on a platform that brings together millions of audiences. The main selling point of these campaigns is that they enable businesses to target a specific audience to meet their advertising goals. Again, the campaigns can be quite effective if done properly. But effective as they are, there are crucial things about these campaigns that marketers don’t know.

Here are 5 things you need to know about paid LinkedIn campaigns.

Click-through rate matters a lot

Users have to click on your ads for you to succeed with your paid LinkedIn campaigns. If users don’t click on the ads, LinkedIn will invariably penalize them hence robbing you of conversions and worse still subjecting you to high costs per-lead. You should, therefore, be creative with your targeting to increase your click-through rate for you to succeed with your campaigns. The higher your click-through rate, the more successful your campaigns will be.

You must test your campaigns

While doing your campaigns, you must test them to see which ads are generating the most leads and which ads are driving the least conversions. Before finally implementing your campaigns, you must creatively test different options to single out the campaigns that can potentially drive most conversions.

Ad targeting can make or break your LinkedIn campaigns

Part of the success with your paid LinkedIn campaigns will depend on how well you will do your ad targeting. Given the vast LinkedIn network, you have to choose the best ad targeting option that will target a huge audience. For instance, you can base your ad targeting by industry or company name, job titles, company size, age, skills and location among other targeting options. Your campaigns must appeal to the target audience you opt for.

You have to combine inbound with ads to ensure your campaigns have a huge impact

All the brands that have recorded success with their campaigns have been known to combine inbound and ads. Embracing this trend helps you run holistic campaigns. Again, you have to use simple forms and optimized landing pages in your campaigns. More important, you have to promote your campaigns through your social channels and business website.

Marketers have to pick the right ad format for their campaigns

While marketers can use different kinds of ads format their campaigns, different ads suit different campaigns. Therefore marketers are obliged to choose the ad formats that suit their specific campaigns. For instance, they can choose either to use text ads, Carousel ads, single image ads, job ads, and follower ads. Whichever ad format you opt for, just ensure the format is working well for your campaigns.

Conclusion

While done properly, a paid LinkedIn campaign can be an excellent form of advertising and it can target a vast audience as well. While at it, do them professionally and in a way that will enhance your marketing efforts.