4. The run time is too short or too long. Don’t be afraid to let your ads run their course, but ensure you have an adequate daily budget to support them. Without it, the ads won’t be able to reach their targets effectively as you will have exhausted your budget too early. Your ads should run for at least three weeks to fall into the LinkedIn algorithm and generate consistent placement, impressions, and engagement.
5. There are not enough ads within each campaign. Each campaign should include at least 5 associated ads. If not, the campaign will quickly diminish the ad frequency and prevent the user from receiving your ad daily. LinkedIn uses an ad cap to limit the number of times an ad can be served to a user to once every 24 hours. By adding multiple ads to your campaign, you increase the likelihood your target will receive an ad every day.
6. There is no testing of branded vs. non-branded ad creative. Test both branded and non-branded graphics within the campaign. Users receive dozens of sponsored posts per day–break up their LinkedIn feed by setting up multiple ads with different graphics. A branded image is ideal for building awareness but a non-branded image slides into the feed with less friction.
7. There is no target audience optimization based on demographic data. Campaign Manager provides in-depth engagement data from your campaigns including titles, company, functions, skills, and more. Analyze these reports biweekly when starting out, and monthly thereafter to learn who is engaging and ensure it aligns with your campaign goals. Make changes swiftly within the campaign to ensure your ad spend is reaching the right folks—don’t continue to serve ads to the wrong audience.
8. There is no organic activity on your LinkedIn Company Page. LinkedIn Ads can generate additional followers to your company page. Don’t sleep on your organic posts—keep the channel alive and post organically a few times per week to nurture new and existing followers. Grab that low-hanging fruit and automate social posts from all of your employees to expand your reach.
9. The LinkedIn Company Page is outdated. With new company page followers, keep it updated—refresh the About section, company statements, and make sure your branding is consistent with other marketing and assets.
As an added bonus, our healthcare marketing agency can help you determine if you should even be advertising on LinkedIn at all, or if your product may be better suited for Google Ads. Read Google Ads vs. LinkedIn Ads: Which channel works for B2B healthcare and biotech to learn more.
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