How can you get the best possible value from LinkedIn text ads? How do you maximise the chances of reaching your target audience, getting their attention, and making sure they respond in the right way? The tactics used by the most effective text ads on LinkedIn have two very important things in common: they are incredibly simple – and they work. We created a straightforward, and very friendly, infographic guide to share them with you. There are 10 best practices that the most effective text ad campaigns consistently follow. They start with a focused approach to which audiences they want to target, and how they are going to target them. They also have smart bidding strategies, the right images and calls to action, and a savvy approach to testing and optimisation. Copy these best practices and you will be well on your way to boosting the ROI of your text ads. You can go further still by adding conversion tracking (https://business.linkedin.com/marketing-solutions/conversion-tracking) to your text ads – something that’s very easy to do on LinkedIn. With conversion tracking enabled, you’ll be able to see which ads are delivering against your objectives most efficiently, by driving the right actions on your website. It adds a whole new dimension to your view of campaign effectiveness – and helps you optimise text ads to maximise their value to your business. Scroll down for our infographic – and let your friendly robot guide talk you through the 10 simple steps for getting more from LinkedIn text ads. It will take no more than 10 minutes of your time – and it will be worth every second: With our easy-to-use, PPC, self-service platform, you have everything you need to start creating text ads and growing your business. Visit our text ad product pages (https://business.linkedin.com/marketing-solutions/ppc-advertising) to get started.

1. Learn more at marketing.linkedin.com
est Practices
Text Ads
B
Determine exactly who you
are trying to target
If you have multiple target audiences, separate them
into different “buckets” and create campaigns tailored
to reach each specific audience.
Keep your ads and
targeting relevant
Our system serves relevant ads
more often and limits ads that
rarely get clicks.
Address your
audience directly
Grab their attention by calling
out to your audience in the
headline (e.g., “Attn:
High-Tech Managers” or “Are
You an IT Director?”).
Create multiple ad variations
for each campaign
Use 2-3 active ad variations per campaign to show
variety to your audience while also allowing you to
see which strategy is most successful (A/B testing).
Use a strong call
to action
Ads with a strong call to action, such
as “Register Now!” or “Sign-up
Today!”, perform better.
Always include an image
Clear, bright images of business professionals
make your ads more personal and appealing
to potential clients.
Set an aggressive
maximum bid
Give your campaigns a higher chance
of success by ensuring that you have
a competitive bid.
Create focused targeting criteria
When creating campaigns, use only a few targeting options
at a time. Most successful campaigns have an audience
range between 60K - 400K.
Suggestions for types of campaigns:
• Target by Geography/Industry/Seniority (e.g., UK/High-Tech/Manager)
• Target by Geography/Specific Skills (e.g., France/PPC, SEM)
• Target by Geography/Type of LinkedIn Group (e.g., AUS/Recruiting, HR)
BID
REGISTER
NOW!
SIGN-UPTODAY!
AD
Turn off
low-performing ads
Active ads with a low CTR can
weigh down a campaign and lead
to a drop in impressions.
Minor changes can
have a big impact
Even simple changes, such as adjusting
targeting, raising bids, and refreshing/creating
ad variations, can increase your performance