There is a right way and a wrong way to approach pay per click (PPC) or cost per thousand impressions (CPM) advertising using LinkedIn. Some of the “Don’ts” are very well known and documented through experimentation on Google and other PPC platforms. Creating one generic ad which points to a home page is an example of a mal paid advertising strategy.
On the other hand, building multiple variations of keyword-centric ads, testing the ads’ performance, and creating ad specific landing pages containing the appropriate unique value proposition (UVP) is a proven method for maximizing paid advertising return. The same techniques should be used with LinkedIn paid advertising. However, rather than focusing on keyword-centric ads B2B advertisers can segment their message by vertical, title, function, geography, group, gender, age and even company. Campaigns which ignore this segmentation are destined to provide little, if any, return.
Steps for Building a High-Octane LinkedIn PPC Campaign
Build the ideal buyer persona using geography (US), vertical (cosmetic surgery) and function (Doctor). (Select segmentation attributes based on goals)
Ask what problems you can help them solve.
Write and create advanced content like a white paper, guide or ebook which helps the buyer persona solve the problems identified above. This is the ad group’s UVP.
Create an inviting landing page with a form allowing the buyer persona to download the advanced content.
Write a minimum of three ad variations in order to test click-through rates.
Dump the losing ads and create new ones which are similar to the winner. Do this every time an ad group reaches 300 (if the ad group has three ads) click-throughs. The exception is if one or two ads are clearly underperforming compared to the others. Change those ads as necessary.
Repeat process for new verticals.
Of course paid advertising can be broken down further and is considerably more nuanced than the above, but the steps represent a sound approach and strategy for Linkedin PPC. This same approach has led to ad click-through rates between 20% and 30% with conversion rates above 25%. For additional help building leads with LinkedIn feel free to download our LinkedIn Marketing Cheat Sheet.