5 Tips to Generate More B2B Leads from LinkedIn Ads

How to Maximise Your LinkedIn Advertising Efforts

If you need to find a new lead generation channel and your target audience is B2B clients don’t overlook LinkedIn paid advertising. I ran several LinkedIn campaigns and results were incredible.

But don’t just take my word for it. In the latest research of 5,000 businesses HubSpot found that LinkedIn has the highest visitor-to-lead conversion rate of 2.74%, which is almost 3 times higher than Twitter (0.69%) and Facebook (0.77%) together. LinkedIn advertising isn’t cheap and cheerful so you need to make sure you are getting the best value for your money.  

Tip #1 Don’t try to sell to your audience straight away

When you are paying for every click It is understandable that you don’t want to waste your budget on people who are not ready to buy but “buy now” approach won’t get you many customers or a high ROI.

Use LinkedIn ads as a lead generation tool instead. Give your prospective clients something for free first in exchange for their contact details. Things that work really well are whitepapers and other free useful downloads. Information that you give away should be of real value to your prospective clients.  

Tip #2 Target the right audience with the right message

LinkedIn require more than 1,000 members in your estimated target audience to start a campaign. If there aren’t enough members in your target audience you could group several audiences into one segment. For example, how important is it to have different messages for clients based in different countries? Maybe it’s better to craft a different message based on their job function instead? In this case you can create a broader segment including all target countries and one job function.

There are a lot of targeting options to choose from and you will need to experiment which combination works better for your business. I found that job title, location, skills, job seniority and company industry give you almost laser precision targeting. However, the combination can be different depending on how niche your market is and how big the audience is on LinkedIn.  
Tip #3 Choose an effective image for your ad

Remember that people on LinkedIn are not searching for your product and you have to attract their attention. Use these guidelines when choosing your images.

  • Images need to be relevant to the audience.
  • LinkedIn is not very colourful itself so when using bright colours you help the message stand out.
  • Faces of people also work well as they help your audience to connect with you.
  • Images need to be cropped and zoomed for better visibility as the maximum size is only 50×50 pixels.
  • Don’t use your company logo unless you are a very well known brand  

Tip #4 Write compelling ad copy

This is the opportunity to convince your prospects to click on your ad. Keep in mind that you have a very short window when you captured attention of prospective clients, make the most of it by:

  • Selling on benefits instead of features
  • Telling your audience how your whitepaper will help them
  • Using a strong call to action to drive potential clients to your site
  • Highlighting the fact that you are offering something for free  

Tip #5 Optimise your landing page for conversion

This is the most important part when you already convinced prospects to visit your site, make sure they don’t drop out at this stage.

  • Your landing page should have the same scent as an ad which leads to your site. Include key phrases from your LinkedIn ad in the headline of a landing page
  • Focus on one call to action – to download a whitepaper, for example
  • Remove links which could take a user away from your landing page, including navigation links
  • Show a preview of what they are about to download
  • Don’t ask for too much information. Name, telephone number, email address, company name should be sufficient to follow up a lead.

Don’t believe people who say that LinkedIn advertising is only for brand building. The click-through rates are rather low but even then they could be higher than on Google Display Network, and on Linkedin the precision of targeting is second to none. In one of my campaigns the CTR was 0.15% but we got a return on investment of 1,000% and a total revenue of £25K. I would say it is definitely worth trying.


Set Adwords Accounts with Your Successors in Mind

What Moving Houses Has in Common with Taking Over Adwords Accounts

I am sure that anybody who had to inherit Adwords accounts from predecessors will understand what you have to go through to get the house back in order. The only comparison that comes into mind is when you move into a new house and you know that it’s not perfect from the very beginning but only then you start to realise how bad things are when you start living in there.

You need to move furniture round, clean the carpets, paint the walls and do a lot of other things you don’t particularly enjoy but have to do to make it work.

How much common it has with being presented with an Adwords account as part of your new job. You always ask yourself the same question “who did this and why?” And of course to find answers to this question is not only a waste of time but also doesn’t get you anywhere, so all you can do is roll your sleeves up and get down to dirty business.

Things that can make your successor’s life hard come in different shapes and forms but let’s just look at the most unpleasant ones:
Low quality score low search volume keywords 
This one needs to be eliminated straight away like farrow ants. If you don’t do something about it they will infest your house. These little unpleasant things start from one shelf and then take over your kitchen, the next thing you know they are already in your bedroom!
Solution: Kill these keywords fast and be very brutal about them. If they hardly bring any traffic  and spoil your ad groups, campaigns and eventually your account, do you really need them?
Mixing Search with Display Network Campaigns
If you actually want to understand what is happening in your account, need transparency and don’t want to pay blindly for unknown clicks, don’t mix the two types of campaigns.
These settings are very easy to change. Click on “Settings” tab in your campaign and choose “Search Network” only for Google Search campaigns and “Display Network only” for content network campaigns.
Display network type of campaigns is a completely different animal to Google search. Display Network deserves separate campaigns and can be extremely good for your business but it requires a different strategy, optimisation and general looking after. If you mix the two types you will lose control over your campaigns and won’t be able to properly optimise your account.

Irrelevant keywords with low CTR
If you sell a washing powder don’t advertise dishwashers in one ad groups. It could be tempting especially if your distantly relevant keyword has got more search volume but it doesn’t make any sense to attract people to visit your product category pages if they are looking for something completely different. By attracting irrelevant audience the click-through rate of your ads decreases, the quality score gets low and you get non-qualified traffic. Why would you want to pay for visits from people who are not interested in your product in the first place. It is a waste of an opportunity to sell to somebody who actually wants what you offer.
Solution: Add only relevant keywords which represent the needs of your audience that you can satisfy with your product.
This is by no means the complete list of surprises you get when you are handed over a new Adwords account but they are some of the most evil ones. When you do set up campaigns think about people who will take them over from you later on. Don’t leave time bombs which will explode at some point.  Be nice…