- Create campaigns specific to each target audience. LinkedIn allows you to target people within their network by selecting multiple filters including job title/type, industry, employee size, geography, gender, and LinkedIn group membership. Like paid search where you create highly relevant campaigns or ad groups around highly relevant keywords, LinkedIn functions best when you create campaigns around highly targeted audience filters. If your business targets small and medium sized businesses for instance, you should create two campaigns — one to target small businesses and another to target medium sized businesses.
- Only use one offer in each campaign. Although running multiple offers in each campaign might make things easier from a setup standpoint, it can make the optimization of your campaigns difficult. Between your audience filters, your offer, the ad copy, and thumbnail image, there are multiple variables that can impact the performance of your ad. Keep it simple. Select one offer that you think will work best for the audience you’re targeting. If you want to promote the same offer to two audiences, set up two different campaigns.
- Specifically focus ad copy on your target. By keeping each campaign focused on one specific audience and one specific offer, it makes it that much easier to tailor your ad copy to the audience you’re targeting. For instance, “free industry whitepaper for SMB owners” is more likely to attract clicks than only using “free industry whitepaper.” Be sure to speak specifically to the audience you are targeting, and your CTR will benefit.
