Stand out. Test the specifications of your ad. Try a 1:1 or 4:5 format on LinkedIn, instead of the standard landscape format. Grab the scroller’s attention by deviating from the well-trodden path. An Instagram Story format, for example.
Tell a story. Test with ad formats (images and carousel) for lead generation. Does your target group prefer one catchy image, or be taken along in your story by means of a carousel or video? Make sure that your video is no longer than 30 seconds to keep your VTR ( view through rate, the ratio for watching the video in its entirety, ed.) high.
Empathize with your target audience. You probably read this more often, but really empathize with your target audience. What attracts your reader’s interest: downloading a whitepaper or an e-book? An e-book is often lighter and more playful in design and contains less formal language. A whitepaper often has a formal design, a business layout and is written in jargon. A small difference in words can therefore give a completely different impression! Reason for some A/B testing, then.
Extra chances
Leadgenform remarketing
Without you perhaps realizing it, there are still some incomplete lead forms from previous campaigns. To still convince these people and get a warm lead, remarketing helps. Be efficient with your targeting and do not search excessively for new people.
Create a retargeting audience “anyone who opened your lead form” and add it to the campaign. Then create an audience “only people who submitted c level executive list your lead form” and exclude it from the campaign. Smart move!
Converting power words
Ultimately, the goal is to get your target audience to perform certain actions. You do this with power words in your copy. Experiment with the clean email following types of power words:
Urgency: now, fast, exclusive, immediately, directly, don’t miss it.
Cause and effect: therefore, because, how, because.
Emotion: inspire, discover, remarkable, original, see, see, save.
In addition, there are always the general power words, such as: understand, best, first, tips, results, challenge, etc.
New on LinkedIn: Click-to-Message Ads
Newsflash: LinkedIn is working on something new! Namely Click-to-Message Ads . How does it work? You can basically see it as Conversation how does it work? Ads, but with an extra layer of privacy. The new messaging tool allows an advertiser to reach the target group via their feed with a CTA button. If you click on the button, you must first give permission for them to use your personal data to send a message to your LinkedIn inbox. First consent, then action: as it should be.
This new capability would take over the benefits of Conversation Ads, but respect privacy laws. Encourage consideration and conversion among high-intent audiences to achieve a low CPL. In Q1 2022, several LinkedIn partners will start testing the beta feature for two months and provide feedback. Until then, you can get by with the above tips ;).
