LinkedIn Ads Optimization Checklist for SaaS & Tech Companies
"Hello! I'm Elena, the PPC Manager at Aimers. I'm here to talk about the importance of regular audits for your LinkedIn Ads account.
It's no wonder that this professional social media platform has over 1 billion members. When executed correctly, running ads on LinkedIn can be a seamless process that yields impressive results.
Ignoring regular audits could mean missing out on opportunities to improve your campaigns and grow your business. Our team has seen firsthand how regular account audits can lead to significant cost savings by catching and resolving issues early on.
Gathering our expertise working with SaaS & Tech companies, we've put together a comprehensive LinkedIn Ads audit checklist. In each point of it, we’ve provided detailed guidance on identifying and resolving errors to optimize your settings for maximum impact."
How to use our checklist
- 1Read through each statement and answer YES if it applies to your situation, or NO, if it does not.
- 2Ensure you reviewed all 6 sections of statements to cover all aspects of Linkedin Ads settings.
Let's start
Budget and Bidding
1. An Automatic Bidding Strategy is chosen instead of Manual
🔥 Good job! Keep using this best practice in your Linkedin Ads campaigns for continued success.
Opting for an Automatic Bidding Strategy can limit your control over bid amounts and may not optimize budget allocation effectively. To manage this, switch to a Manual Bidding Strategy in your campaign settings. This will allow you to set bid amounts manually, optimize budget allocation, and maximize ROI based on performance data.
2. You constantly monitor and optimize the bids and budget for each campaign
🔥 Good job! Keep using this best practice in your Linkedin Ads campaigns for continued success.
If you're not meeting your campaign objectives, you may need to increase or decrease your bids/budgets to compete more effectively for ad space. It is crucial to test different birds to find the most effective one for a specific campaign.
Campaign Settings
1. "Permanent" option is selected for Locations
🔥 Good job! Keep using this best practice in your Linkedin Ads campaigns for continued success.
If the "Permanent" option isn't selected for Locations, it could lead to inconsistent targeting and unnecessary changes in location settings. To manage this, go to your campaign settings and ensure that the "Permanent" option is selected for Locations. This will maintain consistent targeting and prevent unintended location changes.
2. The Average Frequency metric is about 5
🔥 Good job! Keep using this best practice in your Linkedin Ads campaigns for continued success.
An Average Frequency above 5 indicates that users are being shown your ads too frequently, which can lead to Ad fatigue and decreased engagement. To manage this, monitor the Average Frequency metric regularly and adjust ad rotation settings or ad creative to avoid overexposure. Consider refreshing ad content or targeting to maintain user interest and engagement.
3. Ad rotation is enabled
🔥 Good job! Keep using this best practice in your Linkedin Ads campaigns for continued success.
Disabling ad rotation means that the same ad is shown repeatedly without variation, which can lead to decreased ad performance and user engagement over time. To manage this, enable ad rotation in your campaign settings to ensure that different ad variations are shown evenly. This will help maintain ad freshness, improve performance, and prevent ad fatigue among users.
4. All ads in the campaign perform similarly, with no ads performing worse than others
🔥 Good job! Keep using this best practice in your Linkedin Ads campaigns for continued success.
If some ads in your campaign are underperforming compared to others, it indicates a need for optimization and refinement. To manage this, regularly review ad performance metrics such as click-through rate, conversion rate, and engagement rate. Identify underperforming ads and make data-driven optimizations such as updating ad creative, adjusting targeting, or refining ad messaging to improve performance and overall campaign effectiveness.
Analytics & Reporting
1. Insight Tag is placed on the website
🔥 Good job! Keep using this best practice in your Linkedin Ads campaigns for continued success.
Having the Insight Tag on your website allows you to track conversions, retarget website visitors, and gather valuable data for optimizing your campaigns. Ensure the Insight Tag is properly installed on your website to unlock these benefits and maximize your advertising performance.
2. The account tracks conversions
🔥 Good job! Keep using this best practice in your Linkedin Ads campaigns for continued success.
If your account isn't tracking conversions, you're missing out on valuable data about the effectiveness of your campaigns. To manage this, ensure that conversion tracking is properly set up in your LinkedIn account. Go to "Analyze > Conversion tracking" and follow the steps to enable and configure conversion tracking for your campaigns.
3. Using of LinkedIn’s reporting interface to find the most/less effective demographics/targets
🔥 Good job! Keep using this best practice in your Linkedin Ads campaigns for continued success.
Leveraging LinkedIn's reporting interface allows you to analyze campaign performance, identify effective and ineffective demographics and targeting criteria, and make data-driven decisions. Regularly review your campaign reports to optimize targeting and allocate resources where they generate the best results.
Targeting
1. There are NO impressions for job seniorities such as Entry, Training, Unpaid
🔥 Good job! Keep using this best practice in your Linkedin Ads campaigns for continued success.
Job seniorities such as Entry, Training, Unpaid usually don't make decisions regarding the adoption of solutions for the company they work for. Therefore, it makes little sense to present them with any business proposals.
2. There are NO impressions for irrelevant Job Titles
🔥 Good job! Keep using this best practice in your Linkedin Ads campaigns for continued success.
If your ads are receiving many impressions for irrelevant Job Titles, it indicates a need to refine your targeting criteria and focus on job titles that align with your target audience. To manage this, update your targeting settings to exclude irrelevant Job Titles and concentrate on reaching users with job titles that are more likely to engage with your ads and convert.
3. Company employees, competitor employees, recent purchasers and lead form fillers are excluded
🔥 Good job! Keep using this best practice in your Linkedin Ads campaigns for continued success.
If your ads are not excluded from being shown to specific audience segments such as company employees, competitor employees, recent purchasers, and lead form fillers, it can lead to irrelevant ad impressions and reduced campaign effectiveness. To manage this, review and update your targeting settings to exclude these audience segments. This will ensure that your ads are reaching the right audience and improving overall campaign performance.
Audiences
1. Remarketing audiences are created and actively used
🔥 Good job! Keep using this best practice in your Linkedin Ads campaigns for continued success.
If you're not using remarketing audiences, you're missing opportunities to re-engage users who have shown interest in your offerings. To manage this, create remarketing audiences based on user interactions with your website or previous ad engagements. Actively use these audiences in your campaigns by tailoring ad messaging and offers to re-engage and convert these users.
2. Audience Expansion is turned off
🔥 Good job! Keep using this best practice in your Linkedin Ads campaigns for continued success.
Enabling Audience Expansion can result in your ads being shown to audiences beyond your specified targeting criteria, potentially reducing relevance and impacting performance. To manage this, go to your campaign settings and disable Audience Expansion. This will help maintain precise targeting and improve ad relevance for your desired audience.
3. LinkedIn Audience Network is disabled
🔥 Good job! Keep using this best practice in your Linkedin Ads campaigns for continued success.
Enabling the LinkedIn Audience Network showing means that your ads may appear on partner websites and apps outside of LinkedIn, which can impact performance and targeting precision. To manage this, review your campaign settings and disable LinkedIn Audience Network showing. Focus on advertising within LinkedIn's platform to maintain control over ad placements and audience targeting.
Creative & Ad Copy
1. Each campaign has 4-5 creatives and they rotate
🔥 Good job! Keep using this best practice in your Linkedin Ads campaigns for continued success.
Using multiple ad creatives within each campaign and enabling ad rotation ensures that your audience sees fresh and engaging content. Keep at least 4 or more creatives in rotation to prevent ad fatigue and maintain user interest over time.
2. Each creative is tailored to the target audience you’re targeting
🔥 Good job! Keep using this best practice in your Linkedin Ads campaigns for continued success.
Personalizing ad creatives based on your target audience's interests, demographics, and behaviors can significantly improve ad relevance and performance. Ensure that each creative speaks directly to the specific needs and preferences of your target personas for maximum impact.
3. Compelling CTA is actively used in Ads
🔥 Good job! Keep using this best practice in your Linkedin Ads campaigns for continued success.
Including a compelling Call-to-Action (CTA) in your ads encourages users to take desired actions, such as visiting your website, signing up for a demo, or downloading a resource. Ensure that your CTAs are clear, persuasive, and aligned with your campaign objectives to drive conversions and engagement.
4. From time to time you experiment with different Ad formats
🔥 Good job! Keep using this best practice in your Linkedin Ads campaigns for continued success.
LinkedIn offers various ad formats such as single image ads, carousel ads, video ads, and text ads. Experiment with different formats to see which performs best with your target audience and use your budget accordingly.