LinkedIn is a growing social media platform with over 100 million business professionals worldwide.

Business messages are well received within the professional environment of LinkedIn, which makes the site ideal for advertising for lead generation for B2B companies.

LinkedIn ads appear along the sidebar with a photo and text. They include the photo, a 25-character headline, and a 75-character description. You can also try different versions of your ad to test which ones drive the most click-throughs.

As you create your ads in LinkedIn, keep these five tips in mind for success!

1. Use powerful copy with relevant images

Come up with a great ad before fine-tuning your campaigns. Write an effective ad copy; on LinkedIn, it will only allow the copy to be 75 characters of description, so every character counts! In your copy, convey a sense of urgency and highlight a unique benefit. With PPC ads, the picture is very important! Make sure the image matches what you’re offering.

2. Target ads to specific audiences

Only target your ads to the most relevant prospects. You can choose this based on industry (marketing, Internet, banking, etc.), job function (academics, engineering, marketing) and groups. The more specific your offer and targeting are, the better chance your ads will be successful!

3. Split-test different versions of your campaign

Each campaign on LinkedIn has its own targeting options, daily budget and ads. It’s recommended that you create at least three ads per campaign, each with a different headline, different call-to-action phrases and images. You’re allowed to come up with 15 different ads per campaign, so take advantage!

4. Spend your money strategically

LinkedIn will display ads at different rates throughout the day depending on when users are active on site. So, consider spending 50% of your budget in the morning, and maybe 25% in the afternoon, and the other 25% towards the nighttime. After you hit your daily budget limit, your ads will stop showing for that day.  Keep calculations of your average spending per day for the past week, then compare that amount to your daily budget and figure out if you can increase your daily budget to get more clicks. Also, an “auction” will occur between your ad and other advertisers each time a prospect visits a page on LinkedIn. The site will give you a suggested bid range or an estimate of current bids from other advisers. The higher your bid, the more likely it is to win the auction.

5. Measure your ads performance

Pay attention to metrics to understand your ads’ effectiveness. Also consider your overall business and marketing goals before you consider your goals for LinkedIn ads. Be sure to measure CTR; according to LinkedIn, good ads have a CTR higher than .025%. Also measure leads and take your landing pages into consideration.

 

 

 

Google’s latest feature AdWords, “Dynamic Search Ads” indexes your website for changes, takes keywords for your site and composes a unique search ad based off of search queries you haven’t used in AdWords.

Based on what was searched in Google, it generates a dynamic headline. This headline is separate from other campaigns you’ve set up. A key thing to be aware of with Dynamic Search Ads is that YOU write the content of the ad and Google creates the headline.

About 16% of all searches through Google everyday have never been searched before. Dynamic Search Ads allows advertisers to target relevant searches to their website with unique ads created from your sites’ content.

This new feature provides “broader exposure” to help businesses get more targeted people coming to your site. Google reported that advertisers in their pilot program have been getting a 5-10% increase in clicks and conversions in addition to an overall positive ROI.

Dynamic Search Ads lets you control your ads. You can make them show for your whole site, or restrict it to a specific page on your site.

This will ultimately benefit large clients who don’t want to have to browse through thousands of pages to see what they want to promote. Simply by providing Google the keywords to look for in their websites, Google dynamically creates ads based off those pages’ content.

You’ll still be able to view everything and compare it with the present data in AdWords, and you can still adjust your max CPC bids and negatives.

It has not been decided when this new feature will be open up to everyone, but to sign up for the beta program, contact your Google representative or sign up at https://services.google.com/fb/forms/dsabetainterest/