LinkedIn Ads, an essential platform for generating leads.

July 26, 2020

In particular, LinkedIn Ads enables you to generate new leads and prospects for your company. In practice, this means redirecting your audience to your website, for example, via a variety of advertisements, and thus expanding your network. And let's not forget the feature that lets you create a form directly in LinkedIn!

One of the main advantages of LinkedIn is that you get real information. In principle, people leave their real data. This is not the case with most other social networks, where you can decide to change your name to a nickname or invent a life for yourself.

Building your audience is the LinkedIn challenge. How about a little help with segmenting on LinkedIn Ads?

Creating a campaign means choosing the right objective

For those of you who have never used the platform before, here's a quick refresher on the layout of LinkedIn Campaign Manager.

First of all, when you're in your account, you'll discover your campaign groups. You can organize them according to objectives, for example: traffic, lead generation, etc. We advise you not to enter optional information for campaign groups. Instead, it's best to define your budget in the campaigns directly. Unless you really want to lock in a budget for a well-defined period.

Once the campaign group has been created, you'll be taken to your campaigns. To create a campaign, you need, as with Facebook, to choose your objective. These objectives also determine the size of your audience.

Understand how to target your audiences according to your objectives and gain in performance

The more you seek to evolve in funnel marketing, the more you'll need to reduce your audience to gain in performance. That's why it's important to know your objective beforehand, in order to determine your audience.

Generate leads with an integrated Linkedin form

By better targeting and understanding your audience, you can add even more value and better measure your ROI (Return on Investment) on LinkedIn. It is therefore essential to take an interest in and master the tools below.

The lead generation form is an integrated LinkedIn form. A powerful and legitimate way to generate leads!

The form is accessible in step 2 for the lead generation objective. It's vital here to :

  • Choose a coherent CTA (call-to-action)
  • Define your offer and make it relevant to the campaign
  • Ask for less than 3 pieces of information, otherwise you'll run a high risk of abandonment
  • Ask 3 personalized, easy-to-answer yes/no questions to understand the user's needs
  • Indicate how people will be contacted in the thank-you message
  • Download your leads and integrate them into your CRM or Marketing Automation tools

How to define your audience on Linkedin

Matched audiences for highly personalized targeting

  • Website retargeting using the LinkedIn Insight tag
  • Account targeting lets you reach the decision-makers in your target accounts
  • For contact targeting, simply integrate your database with LinkedIn, a function similar to Facebook's lookalike audiences.

[/vc_column_text][vc_custom_heading heading_semantic= »h4″ text_size= »h4″]LES DONNÉES DÉMOGRAPHIQUES DU SITE WEB, UN OUTIL SURPUISSANT[/vc_custom_heading][vc_column_text]Un beau cadeau de la part de LinkedIn qui vous sert sur un plateau les caractéristiques professionnelles des visiteurs de votre site web afin de mieux connaître votre audience. Globalement, 7 dimensions professionnelles sont disponibles afin de vous aider à créer des audiences par thème :

  • Position
  • Sector
  • Hierarchical level
  • Function
  • Company
  • Company size
  • Country

Please note that you can choose either "Position" or "Hierarchical level + Function".

The audience network, extending your reach beyond Linkedin

Don't forget to check this automatic function to get a helping hand from LinkedIn, which will automatically extend your targeting. Of course, you'll need to select the categories to exclude and set up a personalized red list of sites and applications.

A/B testing, a configuration frequently used by experts

The best way to refine your targeting is A/B testing (ABT). At BB Switzerland® (see our page dedicated to our social network advertising campaign service). On LinkedIn, you can find the winning combination by modifying the targeting parameters of the same campaign in several different ways. You can therefore change one element at each end of the campaign to find the best targeting combination. For example, you'll need to determine what works best between interests and job title, industry, function, etc. BB Switzerland® is very active on behalf of numerous clients throughout French-speaking Switzerland in the management and animation of their social networks(c.f. our page dedicated to our social network management service here).