LinkedIn Ads Now Expand Their Marketing Capabilities for Consumers

In the past month LinkedIn has expanded their marketing capabilities in a positive direction for businesses. Previously there were no options available to test more than one ad in the same campaign. Businesses would have to run ads in different campaigns at different times, or compete against their other ads, which in turn had the potential to raise their overall per click (CPC).

LinkedIn’s New Features Include:

1. Capability of creating multiple ads under one group of demographic settings.
2. Ad optimization capabilities, which are automatically performed by LinkedIn based on click thru rates (CTRs).
3. Option to evenly rotate ads.

Creating multiple ads is easy to do and assists in marketing strategies within the channel. Testing a different ad copy with features of the product or service versus an ad with an offer or discount for that specific product or service, can be used in determining what your customers are reacting to and how they are making their final decisions.

It is an easy step-by-step process. First, click on create a new ad campaign, you will be asked to create your ads first (screen shot below). Next, you can just mouse over the ad and a duplicate ad option will appear, or you have an option to click “add an ad variation.”

After creating the ads, click on “next step” and it will walk you through the entire available demographics, verticals, ad bidding options, etc.

To ensure you are properly measuring the success of your efforts, you should be sure to properly code your URLs for tracking in your analytics platform. To code your destination URLS (“Go to URL”) and tag each ad separately so you may clearly see how each ad is performing.