1. 1. Know your buyer personas. LinkedIn Advertising allows you to target professionals by
information they have provided through their profiles. This information includes demographics (such
as location and job title), firmographics (such as company size), and professional interests (such as skills
and membership in LinkedIn Groups). Knowing basic information about your buyer personas will help
you with targeting the right audience, while knowing their specific interests and challenges will help
you create offers and ads that will appeal to them.
2. Custom landing pages make a big difference. Use of custom landing pages that focus
on a single call-to-action work best on LinkedIn and can make a significant impact on improving the
conversion rate of the campaign. As with all landing pages, reducing the amount of required form fields
improves performance and utilizing a feature like the “Sign-in With LinkedIn” button can leverage
LinkedIn profile data to complete the sign-up form - eliminating the need for manual form fill-out.
3. Test different offers. Generally, content offers work best in terms of garnering high click-
through rates at low costs per lead. While you’ll want to test different types of content to see what
resonates with your audience, you may also want to test other types of offers depending on your
product or service. Here are examples of offers to test:
a. White papers
b. Live webinars
c. On-demand webinars
d. Guides or ebooks
e. Tipsheets or checklists
f. Apps
g. Free trials
h. Request-A-Quote form fills
4. Combine LinkedIn with other channels. LinkedIn Advertising used by itself can be very
effective, but the efficacy of your marketing can be enhanced by creating a strategy that integrates
LinkedIn with other channels. For instance, use your LinkedIn Advertising campaigns to build
remarketing lists so you can serve relevant ads through the Google Display Network or on Facebook,
effectively nurturing previous visitors back to your initial offer.
5. Don’t forget Sponsored Updates. If you have a company page on LinkedIn, you can promote
your posts on your page using Sponsored Updates. They can be targeted in the same ways as the
standard ads, and are ideal for increasing the exposure of your content.
5 Tips for Getting the Most
from LinkedIn Advertising
Tipsheet
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