Writing phenomenal ad copy that engages and converts on LinkedIn can be a challenge to even the greatest of content marketers. Sometimes a perfectly acceptable ad concept for your company falls flat as a result of unclear, unhelpful content. Sometimes it’s the other way around; you have this amazing piece of copy but the website landing page or LinkedIn company page LinkedIn professionals are being directed to falls well short of what was promised or expected. That's why it's important to create effective LinkedIn ads that are able to gain the attention of our target audience and get them to click, call, or download something.

We all hate wasting time and money on marketing that simply doesn’t work for us, and when I say “doesn’t work” I mean marketing campaigns that either cost us more money than we make off a campaign or doesn’t reach the specific goals that were set.

Unfortunately it does happen, but when it comes to creating effective and lead-generating ads on LinkedIn we’re going to help make sure it doesn’t happen again. Here are 6 tips for creating effective and lead-generating ads on LinkedIn.


  1. Determine Your Target Audience
One of the core components of any marketing plan, regardless of platform, is knowing who your target audience is. LinkedIn offers the ability to target specifically who you want, narrowed down to industry, company, job title, and plenty other options. Through effective audience targeting you’ll be able to take that next step towards successfully positioning your brand as an authority and thought leader in your industry, all while generating high-quality leads.


  1. Bid According to Your Marketing Objectives
Your budget should largely depend on what your marketing objectives are. If you want to ensure a high ROI and do a slow drip campaign then bidding within the suggested bidding range per click is probably the best option for you. If your goal is to achieve a high CTR and generate conversions/new business leads, a higher bid will most easily help with that. After that, determine how much you are willing to pay per click and derive your daily and monthly budget from it. Now isn't the time to be timid when creating and launching effective LinkedIn ads so don't short yourself.


  1. Always Include an Image
Social Media is an inherently and increasingly noisy place. Regardless of the social media platform, each is noisy with a lot of information, a lot of different things going on visually and often all at once. That’s why you should always include an image in any ad you create – and no stock photography. Get creative and have someone create an illustration, have a photo-shoot of the team, or take high-quality smartphone pictures with a good-looking background.


  1. Use a Strong Call-to-Action
When we see clickable buttons or links that simply tell us to “Read More!” or “Learn More”, or some variation of it doesn’t inspire anyone to take action. Motivate people to take action on your ads by addressing them directly. Get their attention with concise, specific language that describes what you want them to do. Examples include “Register Now”, “Small Business Owners Sign-Up”, “Download this Free Marketing Guide”, and so on. Ads that contain a strong and clear call to action outperform those that don’t.


  1. Create Multiple Ad Variations for Each Campaign
Always be testing, that’s the rule. In order to truly know whether you are running the best ad campaign with the best version of your ad or ads you absolutely must do split testing. Create two or three different variations of an ad and then run all of them. Not only does this allow you to show variety to your target audience, it also allows you to gather valuable data and insight into which ad variation resonates most effectively with your audience.


  1. Monitor and Measure Performance Daily
This should be a no-brainer. Why would you launch a marketing campaign if you don’t have anyone in place to monitor and measure its performance? That’s right, you wouldn’t because then you’d never know whether your marketing campaign was successful or not. Simple changes like adjusting bids, replacing an underperforming ad with a newly created one, or refreshing your targeting parameters can have a huge impact on the success of your marketing campaign on LinkedIn.