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    Recently, we hosted a range of workshops for small businesses in the South West of England with Higher Education provider UWE Bristol. One of the most popular sessions was our paid media training on LinkedIn. The aim was to upskill brands on the need-to-know steps to setting up successful LinkedIn ads. 

    Here’s an overview of the questions we were asked in the session, and what our Paid Media experts had to say. If you’ve got a query about using LinkedIn to advertise your business, the answer might just be below!

    1. Can you add two accounts to LinkedIn Ads Manager?

    LinkedIn Ads Manager is run through your LinkedIn business account. If you’ve got multiple people building campaigns for you through LinkedIn, they will be able to access and set up your ads. Just remember, they will need to be ‘admin’ or ‘super admin’ in order to have the right permissions to do this.

    1. What is a LinkedIn pixel?

    The LinkedIn Insight Tag, or the LinkedIn pixel, is a small piece of code that you can put in the header or footer of your website. Its purpose is to connect the data received through ad campaigns and then link that data with LinkedIn user information, giving advertisers a better understanding of who has been engaging with their ads. This allows brands to measure the impact of their campaigns better and analyse how likely their leads are to convert.

    Ben Halliday - Head of Paid Media

    ‘At Arke, we always recommend using a pixel to improve your tracking. It’s a simple way for brands to understand and attribute where their web traffic comes from. The pixel enables you to utilise the ‘Conversions’ campaign objective, allowing the pixel to automatically guide optimisation to reach more users who are likely to complete your desired conversion outcome.’

    – Ben Halliday, Head of Paid Media

    1. Do you have to add the LinkedIn Insight Tag for every campaign? 

    You only need to add the LinkedIn Insight Tag to your website header once, and it’s simple to do. Simply go into your Campaign Manager, select Analyse and then Insight Tag. You can copy and paste it into your website’s HTML.

    Find out more about how to do it with advice from LinkedIn.

    1. Does the LinkedIn pixel track information about everyone who arrives at my website, or just people who have a LinkedIn profile? 

    As the LinkedIn pixel code is supplied by LinkedIn rather than a third-party site, it can only track and provide information about those with a LinkedIn profile. To avoid data gaps, we recommend installing another pixel that’s not affiliated with LinkedIn so you can clearly understand where your web traffic is coming from. However, if you’re just using LinkedIn and want to track where leads from the platform end up, the LinkedIn pixel will be able to do this.

    1. What is an ideal target audience size? 

    This is a tricky question as it depends on your targeting parameters and how niche your target audience is. While LinkedIn’s minimum requirement for audience size is 300, we’d actually recommend increasing your targeting pool to between 300,000 to 600,000 people. 

    To avoid narrowing down your audience too much, our experts also recommend you hit the ‘or’ option (instead of ‘and’) when adding additional targeting filters. This will help ensure you’re not missing out on potential customers who may have one, but not all, of the characteristics that you’re looking to target. 

    1. What is a good conversion rate for LinkedIn?

    According to LinkedIn, the average conversion rate on lead generation forms is 13%. Of course, there are some tips we recommend when it comes to creating ads that make it easy for people to convert. These are:

    • Keeping questions to a minimum
    • Having a clear value proposition 
    • Including a clear CTA 
    1. What is the difference between measurement and tracking on LinkedIn?

    Measurement and tracking are heavily interlinked. However, we like to think of measurement as an overall analysis of the raw facts and figures, for example, the number of people who arrived at the desired landing page.

    On the other hand, tracking is more of a holistic approach to measurement. It includes attribution (being able to say that x resulted in y) and knowing exactly where your audience is in the funnel, so you can implement the next steps needed to nudge them towards conversion.

    1. Can you combine polls with adverts?

    There are currently no ad types that support polls on LinkedIn. If you want to combine polls with your advertising strategy, we recommend considering a cross-channel approach to building brand awareness – that’s one that combines organic content with paid content. This way, you’ll be able to build up your brand awareness in a cost-efficient way, with the added bonus of retargeting your audience via paid advertising. 

    Another option would be to add an interactive element to your landing page so that when people click your advert, they can get involved in the polls. 

    Do you want to find out more about our training sessions with local businesses? Click here to read more about our work. 

    And, if you’re looking for more advice on advertising on LinkedIn, don’t hesitate to get in contact with our Paid Media team.


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