The Value of LinkedIn Ads for B2B Lead Generation
So what makes LinkedIn advertising so well-suited for B2B lead generation? Here are some of the key advantages:
- Professional demographic – LinkedIn users are there to network, pursue job opportunities, share professional content and education. This makes them a highly valuable audience for B2B products and services.
- Targeting options – You can target LinkedIn ads based on job title, seniority, company, industry, skills, interests, groups, and more. This level of granularity is perfect for niche B2B offerings.
- Lead gen forms – LinkedIn now allows you to include lead generation forms directly within Sponsored Content ads, streamlining the lead capture process.
- Engagement – LinkedIn boasts some of the highest engagement rates across social platforms, meaning users are receptive to discovering new brands and offerings.
- Retargeting – Similar to other platforms, LinkedIn Audience Network allows you to create custom audiences and retarget website visitors with relevant ads.
Types of LinkedIn Ad Formats
LinkedIn offers a variety of social media ad formats, each suited for different objectives. Some of the primary ones are highlighted below:
- Sponsored LinkedIn content – These are in-feed native ads ideal for raising brand awareness and credibility through informative or useful posts.
- LinkedIn text ads – Straightforward text-based ads ideal for promoting offers, driving traffic to landing pages, and generating leads.
- Dynamic LinkedIn ads – Automated, customisable ads – often using video content – that showcase specific products or services tailored to viewer’s interests.
- LinkedIn message ads – Directly engage prospects by sending personalised messages and opening sales conversations.
- LinkedIn carousel ads – Creatively showcase multiple products, testimonials, offerings or content in a scrollable carousel format.
The best approach is usually to test a variety of LinkedIn ad types to see what resonates most with your audiences and goals. A/B test different images, content, layouts and calls-to-action (CTAs) to refine your strategy over time.
Creating Effective LinkedIn Ads
Optimising LinkedIn ads for lead generation requires a methodical and considered approach. Depending on your audience segment(s), business type and areas of focus, creating compelling ads for your business will require you to ‘think outside the box’. Don’t necessarily do what your competitors have done as that may not work in your favour. Instead, follow these effective LinkedIn ad creation steps as a guide:
- Capture your audience’s attention immediately with a compelling headline, statistic, question or relevant statement.
- Include dynamic and eye-catching videos that connect with your target industry or role. Avoid generic stock video footage.
- Include a clear CTA and make your desired action obvious (e.g. “request a demo” or “book a free consultation”)
- Use LinkedIn’s audience targeting tools to only reach businesses likely to convert or at least prospect. Adjust targeting over time as needed.
- Explain key benefits of your offering and why the viewer should care.
- For certain ad objectives, include lead gen forms to capture viewer info seamlessly.
Remember, LinkedIn ads appear alongside regular content feeds. You want them to feel natural yet stand out enough to grab attention.
Optimising Your LinkedIn Ads
Like all paid social media efforts, continual optimisation is key to improving your LinkedIn ad performance over time. Try different LinkedIn ad creative components in different campaigns targeted to specific audiences within your marketing funnel. Test variations in messaging, CTAs and social media video content to pique the interests of users, and analyse what they are responding to (and what they are not). Broaden your audience targeting parameters to discover new segments or niches that could convert down the line. LinkedIn has an expanding user base, so make good use of it. For PPC advertising campaigns on LinkedIn, send traffic to dedicated landing pages on your website that serve a clear purpose to the prospective customers. Make it clear and easy to navigate. Track conversions and implement the lessons learned back into your LinkedIn ads. Continual ad optimisation is what takes your results from mediocre to exceptional.
Choosing the Right LinkedIn Ad Metrics
When assessing LinkedIn ad success, look beyond just ad impressions and clicks. Consider metrics like:
- Cost per lead (CPL) – What’s the average spend required to acquire a lead?
- Conversion rate – What portion of leads turn into paying customers?
- Cost per converted lead (CPCL) – Revenue generated from leads vs. cost spent acquiring them.
- Engagement rate – Are your ads sparking engagement and comments?
These types of conversion and ROI-focused social media metrics will give you a fuller picture of true campaign success. Always align reporting to your core marketing strategy and objectives.
Targeting Your LinkedIn Audiences
One of LinkedIn’s greatest assets is its wealth of audience data. Take advantage by drilling down on the types of profiles that matter most. Target your audience by:
- Job title
Refine and expand your targeting over time. Test targeting combinations to determine which yield the highest conversion rates.
Common LinkedIn Ad Mistakes to Avoid
It’s not uncommon for brands new to LinkedIn advertising to make mistakes along the way. These include:
- Weak audience targeting – Target too broadly and waste budget, too narrow and you may miss qualified prospects. Find the ideal balance.
- Poorly branded assets – Content, imagery and videos should all feel professional and on-brand. Don’t detract with generic, overly promotional or irrelevant creative.
- Not tracking conversions – If you don’t track beyond clicks, how do you know what actions led to conversions? Get deep into analytics.
Learn from any mistakes and use them to strengthen your approach. Focus on providing your audience with value and purpose to see best results of LinkedIn ads. With a strategic, optimised approach, LinkedIn advertising represents an unparalleled opportunity to reach motivated B2B audiences and generate qualified leads. To discuss how LinkedIn ads can help your business attract and convert high-value leads, request a free marketing review with our LinkedIn advertising experts at Ginger Digital. Our transparent PPC and social media campaign approach, along with in-house video production team has allowed us to help numerous clients achieve lead generation success through targeted LinkedIn advertising. Let us do the same for you.