PayKun Payment Gateway: How to Optimise Your LinkedIn Campaigns and Get More Leads

After understanding how to set up LinkedIn ads, we will then show you how to optimise LinkedIn ad performance. The process of optimising LinkedIn ads is all about finding new ways to create value propositions that will improve the performance of your ads.

Always create multiple campaigns, which helps you better understand user behaviour on ad spend. It also helps you identify the best performing ad groups. These multiple variants include:

- Products: Create individual campaigns for each of your products.

- Ad Groups: create multiple versions of each ad campaign.

- Regions: create campaigns for different regions.

Don't forget to monitor your campaign performance. Click-through rate (CTR) and number of displays are important metrics to measure ad performance.

Optimising key factors:

- Number of Shows: If your competitors are bidding higher on relevant keywords, we recommend that you increase your bids. By increasing your bids, your campaigns will have an advantage over the competition, resulting in more show counts and clicks. Keep your target audience broad to maximise the number of impressions.

- Daily budget: Optimise your daily budget to make sure it's enough for a full day's advertising.

- Click Through Rate: CTR is the percentage of clicks an advert gets. Always provide a value proposition to the user and give them a reason to click on the advert. Try to test 3-4 variants for a single campaign.

Adjust the bidding range:

Set a bid price and manually adjust the cost per click (CPC) and cost per display (CPM). We recommend that you bid above the suggested price. Initially, this will increase the number of displays and reach a wider audience.

It is common practice to start with high bids and optimise them over time. This practice will help you meet your marketing goals by the set deadline. Bids are selected per click for maximum ROI.

- If the conversion rate is less than 2%, stop the advert.

- If the conversion rate is greater than 2%, increase the bid.

LinkedIn Ad Rotation:

LinkedIn Ad Rotation evenly distributes the number of showings to creatives throughout the campaign lifecycle. Use LinkedIn Rotation to ensure that all your adverts have an equal chance on the LinkedIn platform.

Uniform rotation variant:

Giving equal opportunities to keywords.

This option evenly distributes the number of displays to your ad creatives, helping to identify the best performing creatives.

A/B Testing:

LinkedIn ads perform best when there are two to three ad variants competing against each other. On the other hand, A/B testing helps you identify the best performing ad groups. Keep changing ad copy, headlines, URLs, CTAs, etc. to filter out the best options. Once the creatives with the highest CTAs are identified, stop all the worst performing ad groups.

Develop a target audience:

Always ask your users the following questions:

- Where are they located?

- Do they work in a particular industry?

- Do they have a specific position?

- Do they belong to certain groups?

- Do they have certain skills?

Content testing:

- Test your intro, title, teaser and description.

- Test ideas and elements.

- Try image variants.

Testing CTAs:

- registration

- Register Now

- Start Now

- Join Now

- Application

Keep an eye on your website analytics to better understand campaign performance. Analyse visitor behaviour, conversion rates and session reports. Without properly analysing your website analytics, you will not be able to understand traffic behaviour and value.

LinkedIn optimisation is an ongoing process and you need to constantly identify gaps in your existing campaigns. Try experimenting to increase your ROI.

Also, read our blog post "How to Optimise Your Twitter Ads". Keep reading the PayU Knowledge Platform to take your business to the next level.