What to expect today
3 Reasons LinkedIn Ads are hard
How to think about ad copy (infrographic)
Assortment (1 AI tip, 1 song, and 1 new LI feature(
#1 Why are LinkedIn Ads so hard?
It's really hard to meet a marketer in-house or a founder who claims they love LinkedIn ads and had it figured out from the get-go.
It's not easy to get results from the platform even though it's a decade old.
I want to share some reasons why you might be running into issues with your LinkedIn ads.
Reason 1
LinkedIn Ads Are Expensive
Ad platforms are an auction you enter into.
Compared to other platforms (TikTok, Meta, Google) LinkedIn jacks up the prices of it’s impressions by 2-6x.
And we pay it, because it’s often the only platform that allows us to target professionals to the level that we would want.
Reason 2
There’s no easy “get me leads” campaign
On Meta or Google, I can reliably set up a Conversions (leads) campaign for $100/day and get results.
Will they be the right leads off the bat? Likely not, but advertising on Meta/Google is much easier to get results from, even if you need to adjust a lot.
Om LinkedIn, there’s no easy mode.
Website conversion campaigns don’t really work, and get you leads at $600-$3000 per lead (ouch)
Lead generation forms get you leads at $150-$350 each, but your email / text / call sequences have to be really dialed in to turn leads into demos/meetings
Website Visit campaigns get prospects to your site, but but good luck getting them to convert right away
Reason 3
The prospects you’re targeting need to know and trust you before even reaching out
No B2B purchase is an impulse decision.
Even if your offer is so good that people feel stupid saying no, people need to:
Understand what you do
Realize that what you do maps exactly to their pain point
Be in a buying cycle and need to solve that pain point right now
Have the budget needed to buy
Learn enough about you to trust that their problem will be solved if they give you money
Put their internal reputation on the line
Align internal stakeholders to get them to agree to a purchase
WAIT….
Should you even advertise on LinkedIn?
Yes. Maybe. It depends.
How I would think about advertising on LinkedIn:
It’s usually the only place to be able to granularly target B2B professional
If you as a founder or business are active on LinkedIn, then LinkedIn ads are 100% the right augmentation play
Results do come (more on that later), but it takes some creativity to get there
#2 How to Think About Copy (Infographic)
#3 An Assortment of Things
🤖 AI Tip for the week
ChatGPT is getting better at csv analysis, but only if you prompt it right
In one chat, upload your CSV, and brain-dump all you’re looking for via voice, then ask it to write a prompt to get you the data you want
Start a new chat and copy/paste the prompt (or edit, if necessary) for an elite-level prompt
👀 LinkedIn now allows you to personalize ads
As someone who makes their money from running ads, I wouldn’t do this unless my targeting/copy was so dialed in that I would feel extremely confident the ad would come across as “wow, they kno me”
🎵 What I’m listening to this week
Divinize by Rosalia: A cool Kyla La Grange-like song. Half in Spanish. I don’t understand Spanish, and it’s fun to listen to.
Until next time.
- Moby | Connect with me on LinkedIn
