You can increase the performance of your ad sets by optimizing the ad creatives in the ad set. Learn more below about best practices for creating LinkedIn ads.
Ads that perform best are those written with clear, compelling language relevant to their target audience:
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Choose words that catch the attention of your target audience. People use LinkedIn to gain unique insights relevant to their profession or skills, so put yourself in your audience's shoes as you create your ads.
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Give people a reason to take notice and click the ad by highlighting whitepapers, free trials, unique benefits, or demos.
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Include strong call-to-action phrases like Try, Download, Sign up, or Request a Quote.
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Include an image with your ad that's relevant to what you offer. The LinkedIn background color is neutral, so images with bright colors are more likely to capture the attention of your audience.
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Review the LinkedIn Ads Policies for details on what's appropriate to include in your ad.
Tip: Monitor your Click-through Rate (CTR) - It's common for the CTR of your ad to decline if you continue to display the same ad week after week. A good practice is to refresh your ads at least once per month with new ad text or images.
Consider how to best leverage ad formats with your content for your ad set. For example, you can decide if you want to focus on one image in a single-image ad or display several images in a carousel ad.
You can review how your content is performing on the Overview page, and review recommendations and insights to see how you can improve and optimize each ad set.
You may take different approaches to crafting your content based on the ad format you select. Learn more details about specific recommendations for ad formats:
You can review how your content is performing on the Overview page, and review recommendations and insights to see how you can improve and optimize each ad set.
You can test multiple ad variations in an ad set to analyze their performance. We recommend creating two to four ad variations in an ad set to discover which creatives perform best.
Important to know
You can't select an ad rotation option for ad sets that use the brand awareness objective. However, ads in brand awareness ad sets will default to using the rotate ads evenly option.
You can enable ad rotation when you create a new ad set or edit an existing ad set. When you set up ad rotation, you will have the option to Rotate ads evenly or Optimize for performance. When you select Optimize for performance, our system delivers impressions to your highest performing ads more often.
Here's a tip
Currently, Rotate ads evenly is the only ad rotation option for message and conversation ads.
Learn more about how to set up ad rotation for your ad sets and the ad fields you can test for each ad format.