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Social ad tips

LinkedIn ad tips

Buying ads is a bit of a dark art. You can muddle through, but you'll get more for your money if you work with someone who knows what they're doing.

If you're already familiar with ad buying and are looking for some quick wins, here are a few things that should help.

Targeting different audiences

The cost of reaching different audiences can really vary. Narrow audiences cost more than broad audiences. It's good to be aware of this in advance.

How expensive is my audience? 1

Targeting parameterAccuracyVolumeCost
Job title
Precise
Low
High
Job function & seniority
Very broad
High
Low
Skills & seniority
Broad
High
Medium
Groups & seniority
Precise
Low
Medium

Quick ways to keep your CPL down

  • Exclude sales or marketing job functions to keep out people who are trying to sell to that audience, unless you're targeting sales or marketing people
  • If you're targeting SMBs, exclude larger companies
  • Target people based on seniority instead of age or years of experience
  • Avoid β€˜audience expansion’

Bidding the right amount

  • Use manual bidding instead of automatic
  • Find 'the floor' (the lowest amount you can bid and still be seen) and increase slightly from there. You'll need to monitor and review this daily to find the right amount

Calculating spend

Here's a simple calculator that will help you work out how much you'll need to spend. You'll need to how your MQL-to-customer conversion rate.

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