LinkedIn Ads Audit
Learn how to get the most out of your LinkedIn Advertising
4 Step Audit Process
Pre-call
01
15 Minute phone call to understand your company in more detail and provide context to the audit
Complete Audit
02
You enable partner access to your Google Ads, and we review your account in-depth.
Screenshare Audit
03
We do a live screen share audit to highlight the main areas of improvement like reducing cost, increasing leads or sales.
Written Audit
04
We provide the final written audit, along with a formal proposal for managing your LinkedIn Ads.
Get a FREE Written Audit or a Live Screen Share Audit
Review your account set up and make specific recommendations to improve ROI. Highlight the areas with the most potential for improvements, and list any areas already set up well. A data-driven approach to back up recommendations with your account data wherever possible.
Data Report
As part of the audit, we create a live report of your LinkedIn Ads account with an interactive calendar. The data is pulled from LinkedIn automatically during each day.
Written Report
As part of the audit, we create a written or live screen share audit of your LinkedIn account. We use screenshots or video to run through the areas in each audit format.
Goals & Strategy Campaign Settings Bidding Strategy Campaign Targeting Adverts (Ads) Landing Pages Conversion Tracking
1. Performance Metrics:
LinkedIn offers a range of performance metrics to assess the effectiveness of your ad campaigns. These include impressions (the number of times your ad is shown), clicks (the number of times users interact with your ad), click-through rate (CTR), engagement rate, conversion rate, and more. These metrics provide insights into how your ads are performing and allow you to optimise your campaigns accordingly.
2. Conversion Tracking:
LinkedIn Ads allows you to set up conversion tracking to measure specific actions taken by users after clicking on your ads. You can define conversions based on desired actions such as form submissions, purchases, downloads, or any other measurable goal. By tracking conversions, you can evaluate the effectiveness of your campaigns in driving desired outcomes and adjust your strategies accordingly.
3. Audience Insights:
LinkedIn provides audience insights to help you understand the demographics, professional attributes, and interests of the users who engage with your ads. This information can help you refine your targeting strategies and tailor your messaging to better resonate with your target audience.
4. A/B Testing:
LinkedIn Ads allows you to run A/B tests to compare different variations of your ads, targeting, or bidding strategies. By testing different elements, you can determine what resonates best with your audience and optimise your campaigns for better results.
5. Integration with Third-Party Tools:
LinkedIn Ads can be integrated with various third-party analytics and tracking tools, such as Google Analytics, to gain deeper insights into the impact of your campaigns across multiple platforms and channels.
80/20 Approach
LinkedIn is an advanced advertising system with a multitude of features and data points. To prioritise the audit, we work top-down, focusing on the most impactful areas for reducing costs or increasing leads and sales.
Our approach involves a thorough evaluation of your LinkedIn Ads account, emphasising the areas with the greatest potential for cost reduction and generating higher conversions. We carefully examine various factors such as targeting strategies, ad formats, bidding strategies, and campaign settings to identify opportunities for improvement.
Reporting
We examine the level of reporting capabilities within your LinkedIn Ads account, including pre-saved templates and the utilisation of third-party reporting tools.
Our audit evaluates the current reporting functionalities available in your LinkedIn Ads account. We assess the effectiveness of pre-saved templates for generating reports and explore the potential integration of third-party reporting tools to enhance your reporting capabilities.
Naming Conventions
Implementing consistent and easily understandable campaign naming conventions facilitates effective campaign management, reporting, and future optimisations.
Campaigns can be named based on campaign objectives, ad formats, and target audiences.
Duration
The LinkedIn Ads campaign end date refers to the date when a specific advertising campaign on LinkedIn is scheduled to conclude or stop running.
Setting an end date for a campaign allows advertisers to manage the duration of their advertising efforts and effectively control their budget.
Ad Scheduling
Ad scheduling lets you show ads at certain times of the day.
Ad scheduling enables you to display ads at specific times of the day, providing the opportunity to optimise ad delivery based on your target audience’s behaviour.
It is important to assess whether ad scheduling is currently used, and if so, how effectively it is applied across all campaigns.
Campaign Objectives
LinkedIn Ads campaign objectives are created for specific conversion events at different stages of the purchase funnel, enabling businesses to effectively reach their audience and drive desired actions.
Bidding Strategies
To enhance campaign performance, it is essential to establish a primary goal for each campaign, such as cost per lead, cost per website conversion, or cost per video view. This allows for clear objectives and better evaluation of the current bidding and budget strategy.
Audience Sizes
Using LinkedIn Ads, audience sizes refer to the estimated number of users who meet the selected targeting criteria for your ad campaign. It provides you with an estimate of the potential reach your campaign can have within the chosen audience parameters.
Optimisation Event
The optimisation event is the action you consider most valuable for each campaign type. It represents the outcome that our system bids on in the ad auction and may differ from your campaign objective.
Ad Delivery
The goal of optimisation for ad delivery is to efficiently achieve as many of the desired results as possible. LinkedIn aims to display your ad to individuals within your target audience who are likely to generate the desired optimisation event.
Bidding Strategies
LinkedIn Ads offers various bidding strategies to help businesses optimise their ad campaigns.
1. Cost per Click (CPC):
2. Cost per Impression (CPM)
3. Automated Bidding:
4. Maximum Bid:
5. Conversion Optimised Bidding:
Audience Targeting
Audience targeting is the ability to show ads to specific groups of people on LinkedIn and across the internet via the LinkedIn Audience Network. An audience is based on their membership profiles.
Matched Audiences
Matched Audiences on LinkedIn Ads is a feature that allows advertisers to target their ads to specific groups of LinkedIn users based on their own first-party data.
Brand Safety
Brand safety in LinkedIn targeting refers to the measures and controls implemented to ensure that your brand’s ads are displayed alongside appropriate and relevant content, while minimising the risk of appearing in contexts that may harm your brand’s reputation.
Placements
LinkedIn Ads offers various ad placements to help businesses effectively display their advertisements. Here are the main ad placements available on LinkedIn:
1. LinkedIn Feed:
2. Right Rail:
3. LinkedIn Messaging:
4. LinkedIn Search Results:
5. LinkedIn Audience Network:
6. LinkedIn Groups:
Locations
LinkedIn lets advertisers target campaigns by location such as country or by city.
Lookalike Audiences
A Lookalike Audience is a way to reach new people who are likely to be interested in your business because they’re similar to your existing customers.
Interest Targeting
With interest targeting, you can reach LinkedIn users who have demonstrated an interest in specific professional topics, industries, or activities.
Engagement Targeting
Engagement audiences are part of matched audiences.
Audience Overlap
Audience overlaps refer to the intersection or commonality between different targeting audiences that advertisers have defined for their campaigns.
Business Offer
Every company possesses a distinctive business offering comprising of unique selling points (USPs), features, benefits, guarantees, promotions, calls to action, proof testimonials, qualifications, and more.
Ad Testing
Testing multiple ad variations within an ad set ensures your target audience sees fresh adverts so your advertising does not get stale.
Assets
To create LinkedIn Ads, you will require brand assets, including images, videos, and compelling copy.
1. Images:
2. Videos:
3. Copy:
Click Through Rate
CTR (click-through rate) is a metric that measures the number of clicks your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR.
Calls to Action
Calls to action let prospective customers know what the next step they should take is after clicking your ad.
Approval Issues
LinkedIn will sometimes disapprove ads for various reasons.
Naming Conventions
- Are adverts named by the type of ad type, format and date created? (e.g. Lead Ads, Message Ads, Text Ads Image or Carousel).
- Do the ad name also reference the content of the advert such as the text copy or/and images contained within?
- Do the ads have the dates they were created?
Destinations
A destination is where users are directed after clicking on an advert.
Landing Page Errors
Landing page issues reduce conversion rate and waste your budget.
Optimisation Testing
The more traffic you send to your website, the higher the adverting costs.
Landing Page Quality
Website landing page quality plays a crucial role in the effectiveness of LinkedIn Ads website conversions.
LinkedIn Page Quality
Auditing the Quality of a LinkedIn Page for Advertising:
- Profile Completeness
- Consistent Branding
- Engaging and Relevant Content
- Visual Appeal
- Testimonials and Recommendations
- Audience Engagement
- Follower Quality
Performance
In the context of LinkedIn Ads, landing page performance refers to the effectiveness and efficiency of the landing page that users are directed to after clicking on a LinkedIn ad.
Event Tracking
The LinkedIn Pixel is a valuable tool to record page views and track events completed on your website.
Measure ROI
Conversion Tracking shows you what happens off-LinkedIn after someone clicks on your ads.
Optimisation
With conversion tracking, you can optimise your campaigns to maximise leads and sales while reducing the cost per conversion.
Ready to Transform Your PPC Strategy?
Whether you want to discuss your current campaigns, book a personalised consultation, or get a free audit of your LinkedIn Ads account, we’re here to help you succeed.