LinkedIn can be an adventure place to test new ideas because it focuses heavily on your professional network, while other forms of social media More mixed. On LinkedIn, your corporate reputation is at stake, and mistakes can waste time and money.
Here are five common LinkedIn advertising pitfalls and our best advice on how to avoid them:
1. Place all conversion hopes on one type of ad
LinkedIn has a minimum ad spend of $10 per day, which is one of the more expensive options Advertise on social media. But it is wrong to create an advertisement to deal with the cost. You don’t need to limit your creative team or audience just because you limit your spending to one campaign.
The structure of LinkedIn ads allows multiple ads per campaign. You can — and should — create at least four to five ads with different content, images, and designs to attract different potential customers and test various ideas for your next campaign (see section below for more Five parts).
2. Target your ads too tightly (don’t even know)
Targeting is the highlight of LinkedIn advertising-between detailed, constantly updated user data and a large number of categories to choose from, you can focus your advertising on specific audiences as needed.
But this can be a dangerous temptation, because too strict goals may prevent potential participation. As of 2020, LinkedIn has more than 700 million users, which seems to be enough to eliminate the risk of over-targeting. But you may be surprised that specifying too many goals at once can easily reduce your audience to a few hundred people.
Like anything else, the key here is balance-and understanding your tools.Choose more than one Target audience expand Your reach, but adding second-class attributes can then contract it. Try the various options and pay attention to the “Estimated Audience” number in the upper right corner. When you have targeted the desired audience and your count is suitable for your campaign, you can move on to the next step.
3. Ignore matching demographics
Another positioning advantage of LinkedIn advertising is Matched audience feature, Which enables you to locate email contacts, employees of the target account, and previous visitors to your company’s website. This allows you to find potential customers who have shown interest in your organization, as well as those who may be interested in their industry.
Since the targeting options mentioned in the previous section are very extensive, many users skip the matching audience option altogether, which is a bad judgment. The reciprocity of this feature—you provide LinkedIn with the data you already have and then allow them to position more effectively on your behalf—allows you to get better results without extra effort.
4. Not considering the customer journey
Different types of ads fit different parts Customer journeyFor example, Sponsored InMail may be offensive to new customers, and someone who knows a little about your organization won’t be surprised when they see you in their inbox. It’s important to think about the goals of your campaign and adjust your ads to meet your customers where they are in the marketing funnel.
5. Forget to track conversions
As mentioned above, you should create various ads for your LinkedIn activities, and then you should track Engagement and conversion data for each type of ad. It seems obvious-marketing is data tracking-but it is a very easy mistake to make.
LinkedIn needs to opt into conversion tracking during the setup phase, including conversion name, settings, and tracking method options. Make sure you don’t miss the opportunity to track this data, as you will need to refer to it when designing your next campaign.
LinkedIn ads are more complex than ads on other platforms, with more ad types and audience targeting options. This makes them a great tool for marketing activities, but it also makes the learning curve steeper. And because they are expensive, the costs associated with errors are higher.
Once you understand the platform and consider our tips, you can start an exciting event!