How To Ensure Positive ROI For Your LinkedIn Advertising Campaign

Written by James Self

Apr 15 2015

If you’re a B2B marketer, you know by now that LinkedIn is important.

You know LinkedIn can help you generate leads, and have likely read that LinkedIn traffic generates the highest visitor-to-lead conversion rate (2.74%) of the top social networks, nearly 3X higher (277%) than Twitter (.69%) and Facebook (.77%).

You’re probably (and should be) regularly checking that your social activity leads to an increase in direct traffic to your site, that it boosts engagement, connections and ad impressions.

But these metrics can be hard to react to before your campaign is established and underway. So what can you do everyday to ensure positive ROI before you can see it?

3 ways to ensure positive ROI on your LinkedIn Campaign

 

1. Target the right personas using LinkedIn Advanced Search

If you’re not targeting the right personas - the people/prospects of most value to your business - it stands to reason you won’t receive a great return!

If your persona research is solid and you understand the demographics likely to purchase your services, there’s no reason you can’t identify and build relationships with them on LinkedIn:

2. Make the most of Advanced Search

LinkedIn’s basic search filter offers precise targeting (by people, job, company and more) from the outset. But to really refine targeting, LinkedIn Advanced People Search gives more depth and wider parameters; Keyword, Job Title, Company, Previous Employment, Location etc. Premium users can also access additional functions like Seniority. Remember, if you regularly enter a specific ‘people’ or ‘jobs’ search, you can save it for quick reference - the save option is in the top right of the search box.

3. Use Boolean search commands

For extra precision you can use Boolean commands in your search parameters. Search strings can be built in the Keywords, Title, Name and Company fields. This short guide details some of the commands you can use, and how and where to use them.

Identify the right groups

Regular engagement in LinkedIn groups is ideal for lead generation. But before you invest time, use Advanced Search to identify groups relevant to you, then review each group’s statistics to assess its value. You can access statistics for any LinkedIn group, regardless of whether you are a member or not. Demographics, Growth, Activity and Engagement levels can all be assessed to be sure a group is a worthwhile opportunity.

Remember when it comes to targeting, that you can also target your status updates at a specific demographics such as company size, job role, location, seniority, or exclude/include certain parameters.

 

2. Make the most of your ads

Target your personas!

Ads are another area of LinkedIn where targeting is invaluable, and another reason to really do your persona research. When setting up ads, it’s tempting to choose a wide demographic selection, but for best ROI be as specific as possible. For more detail on how to set up LinkedIn ads, see our post on key LinkedIn ad settings to maximise lead generation.

Click-through rate (CTR), and visit to lead conversion rate are the metrics to measure to check ad effectiveness. This can be monitored either via marketing analytics software, or via Google Analytics.

Vary your ad copy, and split test your ads

By creating multiple variations of your ad with alternate images and copy, you can see which versions are performing, and pause the ones with the lowest click through - saving cost and bringing best return. You can create up to 15 ads per campaign, but a good recommendation to test is 3.

3. Analyse your reports

 

Use LinkedIn company page dashboards to assess ROI

LinkedIn company page analytics offer a number of metrics to evaluate ongoing campaign effectiveness. From assessing engagement, to reach, to follower types and where they came from, LinkedIn analytics identifies what’s working so you can replicate it.

To access page analytics reports, go to your Company Page and click on the "Analytics" link top centre of the page. The four reports you should use to assess ROI are:

  • Visitor report. This details general visitor statistics to your company page to determine which posts drew most attention. You can use the seniority drop down to check which demographics viewed your content. Use this report to replicate successes and do more of what works!

  • Follower report. This displays the demographics of your company page followers. Increasing followers is of course good, but use this report to check that right (valuable) demographics are engaging with you.

  • Updates. This shows the effectiveness of your page updates so you can see what's successful. Publication dates, audience range (all or targeted), new followers, engagement and whether or not the post was sponsored can be reviewed.

  • Performance updates. This report gives top-level insight into the everyday engagement of your Company Page and the effectiveness of your activity.

Other activity you can do to boost ROI

In addition to the the above, make sure you regulaly engage on LinkedIn and use its publishing features to your full advantage. Promoting blogs and landing pages via Company status updates, LinkedIn groups (when appropriate), Showcase Pages, encouraging staff to promote content, and using LinkedIn Pulse are all good steps towards positive ROI.

 

B2B Marketing Zone