Quality Compensates For High CPMs 💎
Ask anyone what they think of LinkedIn Ads and the first thing that they say is that it’s expensive 🙄
Sure, if you had those same eye-watering CPMs and CPCs on Facebook Ads there’s no way you could be profitable.
People often forget that the quality of leads on LinkedIn is leagues ahead of FB and TT for B2B 😏
Part of the reason why is that LinkedIn’s targeting options are self-reported, meaning users on the platform voluntarily provide information about themselves, making it easier to target the right people.
This also insulates LinkedIn from many of the privacy issues that plague other platforms. This is because for other platforms, like Facebook, targeting is inferred through tracking users across the internet.
LinkedIn Ads really is well positioned for the future. CPMs will likely continue rising as more businesses take advantage of the platform.
For now LinkedIn is one of the few platforms that doesn’t have hordes of reps harassing customers 🤷
Unlike their Google and Facebook counterparts, they’ve been known to be professional and knowledgeable, and seem to be genuinely trying to improve their clients’ situations.
They also often provide valuable insights and data, such as information on audience demographics and competitor research.
In short, LinkedIn ads offer a cost-effective way to reach a professional, engaged audience with high conversion potential while avoiding privacy problems 💰
Avoid The Traps 
There are a few pitfalls and traps for those who aren’t super familiar with LinkedIn Ads 
The same common mistakes are frequently made, but with a little know-how, you can navigate through these dangers and come out unscathed.
- Turn off audience expansion – unless you have stacks of cash to burn
- Manually bid low – otherwise, LinkedIn will charge you higher CPCs for the exact same clicks
- Turn off the audience network – this isn’t as hard and fast of a rule as audience expansion so if you do use it just watch the reporting like a hawk
- Avoid gating content like white papers – playing the longer game of demand generation is better than drowning your reps with low-quality leads
An Evolving Platform 
When running LinkedIn Ads, visuals are key to catching your audience’s eye and driving engagement. Single image ads have been known to be particularly effective, but don’t count out video and carousel ads just yet… Incentives, like a big juicy gift card, can also give your ad a boost 
But be careful, not all tactics are created equal and best practices are changing fast 
The recent overhaul of the inbox format has hit the performance of Inmail and conversational ads pretty hard.
Something else that could change for the worse soon is LinkedIn’s organic potential.
LinkedIn currently has great organic reach. It’s still a great time to make the most of your personal brand on LinkedIn 
Merging organic and paid, the platform is rolling out a new ad unit that allows boosting of posts from individual profiles, known as “thought leader ads”.
Something that the newbies don’t realize is that reach on individual profiles is higher than on company pages and that multiple people from a company posting individually can boost reach for their company even further 
Just beware of the current content saturation on LinkedIn feeds, a lot of people post content that’s almost identical. Anything that stands out from these types of posts is bound to do better 
and never forget: engaging with others’ content is almost as important as posting on your own!
Stay ahead of what the masses are doing and stay hip to the platform’s updates to crush it on LinkedIn
The Future 🔮
At the time of writing this there are whispers of Microsoft’s investment in ChatGPT that have everyone on the edge of their seats 🤖️
With Microsoft’s dominance in tech, owning properties like LinkedIn, Bing Ads, GitHub, and Activision, who knows what the future of advertising will hold?
To succeed in this highly competitive and constantly changing industry, with everyone vying for attention, it’s crucial to stand out on LinkedIn.
B2B ads can easily fall into the trap of being mundane. You can break through the noise by studying your competitors’ ads, thinking about your target’s psychographic profile and pain points, and addressing them in a unique way.
Sure, taking a risk by being different may come with the fear of not being taken seriously, but the potential for increased visibility and engagement is too juicy to ignore 🥵
The key to success on LinkedIn is to offer something fresh, unique, and eye-catching to the feed.
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