Another robust targeting category is Groups. LinkedIn allows you to target your ads to users who are members of specific groups. Targeting to these group members often will overlap with your other targeting options, but targeting Groups must not be underutilized. Members of groups on LinkedIn are often more active and spend more time on the site networking and sharing ideas with other users. Targeting to users who are actively trying to improve their professional skills and opportunities may help you yield a higher click-through-rate (CTR) and conversion rate; that is if your ads are relevant and your offering is appealing to users. While I cannot improve your product or service, per se, I can give you some tips to increase the likelihood that users will at least reach your landing page (I can also point you in the right direction of some landing page design tips too). Knowing the finer points of creating stellar B2B ads on LinkedIn will help you increase your CTR, allowing your product or service to gain more exposure to your target market. First, the basics of LinkedIn text ads are the following: 25 character headline, 75 character description line, and a thumbnail image. Here are some tips to make the most of these parameters:
- Make sure your headline and description line are clear, so users fully understand what exactly you are advertising to them. If you are marketing a webinar registration or a whitepaper download then make sure you have “register for the webinar” or “download the whitepaper” somewhere in your ad.
- In addition, your ad copy needs to have a strong call-to-action to give users a good reason to click. This may be difficult with only 100 total characters, but that is why ad copy testing and rotating is critical to running a successful LinkedIn advertising campaign.
- Lastly, for the ad’s thumbnail image, I would recommend using an image of someone’s face. It will be tempting to use your brand logo or an impressive data chart as the image, but our data has found that ads that use a human face have a noticeably higher CTR when compared to ads that do not. This may be due to users (who are in fact people) being drawn to the human face, making them more inclined to click on it than a pie chart or a logo.