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:
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| 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.
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| 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.