6 Mistakes Companies Make When Launching LinkedIn Ads

LinkedIn has become a powerful platform for businesses to connect with professionals, generate leads, and expand their reach. With its advertising options, companies can tap into a highly targeted audience and drive meaningful results. However, like any advertising endeavor, success on LinkedIn requires a strategic approach and avoiding common pitfalls. In this blog post, we will explore six mistakes that companies often make when launching LinkedIn ads and provide valuable tips to help you optimize your campaigns for success.

1. Audience Oversizing

One of the most significant mistakes companies make is selecting a massive audience size in an attempt to expedite ad delivery. While this might seem like a quick way to reach more people, it often leads to displaying ads to the wrong personas. Targeting a broad audience might increase impressions, but it won't guarantee engagement from the right audience. In fact, you'll end up paying for impressions and clicks from users who are not genuinely interested in your offerings.

The Fix: Instead of casting a wide net, focus on refining your target audience. Use LinkedIn's robust targeting options to narrow down your audience based on job titles, industries, company sizes, and other relevant criteria. A smaller, more specific audience will ensure your ads are shown to the right people, increasing the likelihood of conversions.

2. Ignoring Hyper-Targeting

LinkedIn offers an "Audience Expansion" feature that suggests profiles similar to your target audience. However, blindly relying on this option can be a mistake. The platform might not fully understand your buyer persona, leading to inaccurate suggestions.

The Fix: Take control of your targeting by creating hyper-targeted audiences. Leverage the data you have on your existing customers and prospects to build highly specific segments. This approach will help you deliver personalised content to the right individuals, making each click more meaningful in your customer acquisition journey.

3. Underestimating Video Content

Video content can be a game-changer when it comes to engagement. However, companies often overlook the critical fact that the majority of clicks occur within the first ten seconds of a video ad.

The Fix: Use the initial seconds of your video ad wisely. Communicate your core benefits and include a clear Call-to-Action (CTA) upfront to capture viewers' attention immediately. Keep your video concise, informative, and visually appealing to maximise engagement and conversions.

4. Misusing Bidding Strategies

Optimizing bids is crucial for getting the most out of your advertising budget. Bidding for impressions might seem like a straightforward approach, but it can lead to a rapid depletion of funds without guaranteed returns.

The Fix: Instead, consider bidding on clicks. This way, you only pay when someone engages with your ad, ensuring you get value for your money. Additionally, with proper tracking and retargeting, you can make the most of your ad spend and increase the chances of converting potential customers.

5. Limiting Creatives

Using only one creative in your ad campaign limits your ability to understand what truly resonates with your audience. Relying on guesswork can be detrimental to the success of your LinkedIn ads.

The Fix: Create multiple ad variations with different texts and CTAs. A/B test these creatives to identify which ones perform best. This data-driven approach will provide valuable insights into your audience's preferences and help you refine your messaging to optimise performance.

6. Neglecting Lead Gen Forms

Many companies direct LinkedIn ad traffic to landing pages with traditional forms, resulting in low conversion rates. Cumbersome form-filling processes can discourage potential leads from completing the action.

The Fix: Embrace LinkedIn Lead Gen forms. These forms allow users to submit their information with just one click, as LinkedIn automatically pre-fills the fields with their profile data. By reducing friction and streamlining the process, you can significantly increase conversion rates and capture more leads effectively.

In conclusion, launching LinkedIn ads requires a thoughtful and strategic approach. By avoiding these common mistakes and implementing the suggested fixes, you can enhance the performance of your campaigns and achieve better results on this influential professional networking platform. Remember, a well-crafted LinkedIn ad campaign can be a powerful tool to drive leads, increase brand awareness, and foster valuable connections in the business world.