1. Test ad variations
Ads accounts are organized by campaigns. Each campaign created has a budget, bid, targeting options, and ad variations. Create at least 2-4 ad variations within a campaign, using different ad copy, call-to-action phrases, and images. By testing these ads, you can discover which ads perform best.
Initially, all ads created and turned on will be shown to the selected target customers. After the ads start to receive clicks, the best performing ads (measured by clicks) will be shown more frequently and receive more clicks. Subsequently, you can pause the ads with the lowest click-through rates and experiment with new variations to explore ads with higher click-through rates.
For corporate sponsored content campaigns, you can view the campaign quality score (LinkedIn campaign quality score) while testing ad variations. After pausing poorly performing creatives, the campaign score calculated at the campaign level should improve.
2. Target the right customers
Narrow the scope of your target customers to members who may be interested in the products or services you offer, and make sure to create ads that resonate with your specific target customers. For example, when conducting a text ad promotion campaign, it is recommended to set the target customer size to 60,000 to 600,000 people.
3. Set a competitive bid
Each promotion campaign needs to set a payment method, either pay per click (CPC) or pay per thousand impressions (CPM). In addition, you also need to set a bid, which is the maximum amount you are willing to pay for a single click or a thousand impressions. If your goal is to set a competitive bid and win the auction of other advertisers, it is recommended to set a bid in the higher range of the recommended bid range. The recommended bid range is estimated by the system based on the current bids of other advertisers. The higher your bid is in the range, the more likely your ad will be displayed and clicked.
The bid you choose is the maximum amount you are willing to pay, not the actual amount you pay, so you only need to pay a fee that is slightly higher than the bids of other advertisers.