A typical scenario for 90% of Linkedin Sponsored Ads-they zoom with a CTR of +1% and slowly fetter down to around 0.2% or lesser as the impressions grow.The challenge faced is to wait and see if it gets to the average rate or tweak and optimize it.The dilemma faced is that the audience is the same but the appeal has to be effective enough. Check out few of the optimization techniques that will make a difference to your metrics.
1. Segment the audience and call them out clearly:
|Audience is the king!|
Carefully look through the audience targeted. Is there a particular segment that is more valuable. If you’re targeting by job category, mention that category in the ad. If you’re targeting by job title, use that job title in the ad.If you are not very clear how your offering will appeal to them, then highlight features of your product or service.
2. Whiteboard the content strategy:
Targeting can only get you that far. The engagement with your right set of people happens with the best content..For this, you need to have a dual view- the outside and inside view. It is important to decide on the content that best represents your company and is most relevant to your audience. Get into your audience persona shoes and understand what they might want to see when they sign into your network.
|Brainstorm and whiteboard content!|
3. Keep your ad copy/headline short and compelling:
Use the waterfall method to zone in to the best compelling copy that can be the perfect match to your image. A long copy is huge mistake as the viewer needs only a few seconds to make his decision. Bright visuals and pictures further accentuate the ad.
4. Amplify visibility with multiple channels
Tailor your messages according to the platform used and amplify to reach to a wider base. Now that you have a narrowed down target with clear messaging ,it is time to reach out to a wider set that will help spread the message far and across.Integrating the Sponsored Updates with Facebook and Twitter also gives your company the opportunity to tailor messages that are appropriate for members according to platform: a professional, more results-oriented tone for LinkedIn, a personal appeal on Facebook and a concise, catchy message better suited for Twitter.