How to optimize a Linkedin Ads campaign

LinkedIn Ads is an effective acquisition channel but very difficult to master. And like on Facebook, the most difficult part is optimization. If you have launched campaigns (or are about to do so), we explain everything in this article to maximize your results. What indicators should you monitor? How to interpret them? What actions to perform? Follow the guide.

In a previous article, we presented How to create a successful Linkedin Ads campaign We will now see how to optimize it once launched.

Indicators on Linkedin Ads

This first part is the foundation for learning how to optimize your LinkedIn Ads campaigns: what are the performance indicators (or KPI (in English) that will allow you to monitor the results of your campaign and manage it in the best possible way?

Thanks to the Insight Tag, Linkedin Ads gives you as indicators:

• Click-through rate (CTR)
• Cost per click (CPC)
• Impression rate
• Interactions (sum of likes, shares and comments)
• The conversions
• The conversion rate
• Leads (only if you have created lead generation forms)
• Cost per lead (CPL)

To optimize your campaigns, we recommend that you particularly follow:

• Click-through rate (CTR)
• The conversion rate

Now that you know what to look out for, it's time tointerpret these observations.

The method

Optimizing a marketing campaign requires constantly testing various parameters until you see a good conversion rate on the targets you want.

However, keep in mind to give the Linkedin algorithm time to gather enough campaign data: avoid changing budget parameters, audience or Ad formats during the first week of launch. Analyzing KPIs is always practical because it shows you the concrete results of your actions. If you're not familiar with this kind of interface, it can be overwhelming not knowing what to do with all these numbers. You will see that it is not very complicated in the end.

Our method:

• Record and cross-reference indicators Of performances important ones mentioned above. To do this, you can use tools that generate reports on your campaigns complete as Data Studio.
• From these analyses, then formulate factual findings. You will then have immediate visibility on the advertising actions that worked or not, and thus, a precise idea of the next actions to be taken to:

• Resolve What works the least
• And toughen What works the most

Findings and resolutions

Here we will cite the main cases that you could find after launching your campaigns.

High impressions but low click rates

Situation: A lot of people see your ads but few people click on them.

Action 1. Les visuals may not be engaging enough. Indeed, a neat visual is essential to retain attention (which will be the subject of a future article 😉).

Here are our essential tips for creating visuals that convert:

• Tune in the images with your message

The image will be seen before the text. It embodies your message, so be sure that it is in line with your message.

• Check the quality of your images

For both photography and graphic design, your images must be of good quality and include a CTA.

Action 2. Beyond the visuals, which remain major, the texts can also be the source of the lack of desire to click. For texts that convert, you must:

• A message in 3C: short, clear and concise.

The prospect should know the offer clearly and know exactly where to click after seeing the ad.

• Good writing (keywords, powerful wording)

The announcement must speak directly to the prospect using action verbs in particular. It must also arouse interest in the prospect by having as its subject an original fact, a statistic, a shared knowledge, etc.

No or few conversions

Situation: Few people convert according to the goals you have previously defined (purchases/forms/site visits, etc.).

If your conversion rate is low or non-existent, the best solution to optimize your Linkedin Ads campaign is to carry out A/B testing phases over different formats, messages and periods until you find the formula that matches your qualified audience.

Action1. Review your targets of audiences. Perhaps the target most interested in your services is not the one you were considering? Perhaps your ads lack elements that nevertheless appeal to your target audience.

If you no longer have the method in mind, you can consult our complete article again on The creation of a persona.

On Linkedin Ads, you can access demographics of your audience at the level of a campaign, of groups of campaigns, of an advertisement, or even at the level of the advertising account. In this section you will find an analysis of the results of your campaigns by target segmentation, as shown below:

Action 2. Consider testing a new advertising format. Maybe your prospect prefers a video rather than a single image? Without ever copying, analyzing the sector and the concurrency may be useful.

A good practice: provide a minimum of 4 ads per campaign to give the Linkedin algorithm a better chance of optimization.

Action 3. Adjust your auction.

If you're not spending all of your daily budget, that means your ads aren't getting not enough impressions and your bid is not high enough: by increasing them, you can then gain impressions.

After launching your campaign, monitor the daily expenditure is essential for you to check the deliverability of your campaign: if the budget is spent throughout the day, it means that you are receiving good scores and your bids do not need to be changed.

When to stop a Linkedin Ads campaign?

We now know how to launch and optimize a Linkedin Ads campaign. Finally, it is also important to know when to stop the broadcast of ads: do it periodically on the ones that generate the least interactions, then replace them with a new modification. In the long term, this practice improves the relevance score of your ads and saves you on Linkedin's already high CPC price.

Linkedin Ads has proven itself by offering a high visibility of statistics on the campaigns created. This quality of information allows you to take concrete optimization directions and thus allow you to take advantage of a valuable niche to push your advertising.

It's up to you to match this tool with:

• high quality content
• an action that is always targeted at your personas
• tracking your goals
• constant consideration of budgetary adjustments by monitoring your auctions

If you want to go further, our LinkedIn Ads experts can provide you with excellent optimization of your campaigns. Do not hesitate to contact us!

You can also go further yourself by registering for our Linkedin Ads training.