Design effective LinkedIn Ads that convert - LinkedIn Tutorial

- [Instructor] So what makes someone stop scrolling on LinkedIn and click on your ad out of all the others? It requires a combination of enticing ad design, precise targeting and a clear call to action. In this video, we'll walk through how to create effective LinkedIn ads that not only stand out in the feed but also convert, helping you achieve your marketing goals. LinkedIn offers several ad formats, each designed to achieve specific goals. Sponsored content appears in the newsfeed and works well for engagement and lead generation. Lead gen forms are great for collecting contact info directly on LinkedIn. Message ads deliver personalized offers right into the inbox. Now before creating your ad, start by defining your campaign objective. LinkedIn campaign manager offers several options like engagement, lead generation and conversions. The objective you choose determines how LinkedIn optimizes delivery of your ads. For example, if your goal is to collect leads, then choose lead generation and pair it with a lead gen form ad. If you want to drive traffic to a landing page, then select website visits and use sponsored content with a clear call to action. LinkedIn's targeting capabilities are unmatched for B2B. Many of the ad targeting options are very similar to those in Sales Navigator, so you can use many of those same facets here to target the same people. Remember in B2B, usually the more precise you can be, the better. Many companies use LinkedIn ads to run ABM or account-based marketing campaigns, which can be especially effective. With ABM campaigns, you can focus your marketing on a specific set of companies you want to reach. You can also segment your campaigns and tailor your ad creative to each company, creating a highly engaging campaign. This can also be done dynamically for extra efficiency. You can sync your CRMs list of open opportunities to ensure you're delivering marketing air cover to deals that are currently in your pipeline, and you can sync your customer list so that existing customers are excluded from your prospecting campaigns. Next, your ad creative should grab attention to stop the scroll and clearly convey your message; although, be careful not to get too creative. When you're dealing in microseconds, the reader must be able to quickly comprehend what you're saying. It can be effective to use visuals that represent your customer, especially when you use models or photos. For example, are you selling to the medical industry? Well then use visuals of doctors. Are you selling to lawyers? Then use visuals of professionals in suits. Retargeting is one of the most effective capabilities of the ads platform. When prospects are showing interest and engaging with our brand, we want to make sure our company continues to stay top of mind and encourages them to take the next step. Retargeting is how you do that. You can retarget a prospect who clicks on your ad, watches your video, visits your company page or even your website. People who visit your page or website are usually of higher intent and may be interested in your main offer. Effective LinkedIn ads start with precise targeting, compelling creatives and a clear call to action. When you put all these together, you can really drive measurable conversions.