Key Aspects to LinkedIn Ads
Defining Buyer Personas
Defining the buyer personas is the foundation of a solid LinkedIn ads campaign. We need to know all the different buyer-types for each product/service you provide. Although we may only be advertising for one product/service, if we have multiple buyer-types, we will need to have specific messaging for each.
If we’ve learned anything about LinkedIn, it’s that you must send a specific message to the right people. Since LinkedIn is primarily B2B, we want to use verbiage that helps to answer what problems we can solve for them. To achieve this, testing verbiage on LinkedIn is an absolute must.
InMail is a highly effective campaign tactic that allows you to send personalized messages to people in your audience pools. These messages look exactly like a regular LinkedIn message and provide an opportunity to include considerably more content than allowed in a standard display ad campaign.
Just like Facebook, we can build remarketing pools on LinkedIn based on demographic data as well as for certain pages on your website. We typically build these audience pools and exclude people who’ve already called or submitted a form on your website – this way we can capitalize on lost opportunities.