Have you ever scrolled through a social media platform and noticed a lot of the ads are very similar and look repetitive? If so, you’re not the only one. Chances are, your target audience feels the same way. There are tons of B2B marketers leveraging LinkedIn advertising to spread brand awareness and drive lead generation. With competition at an all-time high, it is most likely that your audience will keep scrolling without ever even looking at your ad. With over 740 million users from more than 200 countries, the question remains, how do you make your ads stand out?
The answer is simple, LinkedIn Dynamic Ads.
LinkedIn is the Platform for B2B
For B2B businesses looking to gather new leads, LinkedIn is the top platform being 277% more effective at generating leads than Facebook and Twitter.
B2B marketers bring in 80% of their social media leads from LinkedIn. LinkedIn ads offer hundreds of characteristics to target from and with millions of LinkedIn users being senior-level influencers and in decision-making positions, there are plenty of ways to make sure your dynamic ad matches the right decision-making audience.
LinkedIn Dynamic Ads
LinkedIn Dynamic Ads are more personalized than the standard single image ads or even video ads. They will address the LinkedIn member by name and include their profile photo or company name to ensure a more personalized experience for your audience.
The desktop user will see the ad, not among all ads within the feed, but on the right-hand side of their screen where it is sure to capture your audience’s attention. It feels personalized to the user which is an extra way to help your audience feel more connected to you from the start.
Showing where Dynamic Ads appear on desktop screen (source: https://www.hanapinmarketing.com/ad-gallery/linkedin-spotlight-ad/)
As the marketer, you can customize the ads for your client’s marketing objectives. Tailor ads to build brand awareness, drive traffic, and convert prospects into leads by showcasing products, services, events, and more.
Dynamic Ad Formats
Dynamic ads have two main formats that are typically used for B2B clients: Follower Ads and Spotlight Ads. They can be used across your client’s marketing funnel to connect with their target audience at different stages of their user journey.
At the top of the funnel phase, you could use Follower Ads to build brand awareness and engagement which will help guide your target audience members with the goal of turning them into active Company Page followers. With middle and bottom of funnel prospects, you can use the Spotlight Ad format which can be used to generate leads or drive content download conversions.
LinkedIn Dynamic Ad Tips
In order to capture your audience’s attention and create an ad that is personalized to them, make sure to enable your target audience’s profile photo to appear in the ad. Also, select macros to have each member’s name or company appear in the text of the ad. Macros allow you to generate ad content that is personalized for each member of your target audience dynamically. When you use macros like %FIRSTNAME% or %LASTNAME% the member’s personalized name appears in the ad copy.
LinkedIn Dynamic Ad Best Practices
Some best practices are to always include a clear call to action, so your audience knows how to act in their interest and so they know exactly where clicking on the ad will bring them. Dynamic Ad CTA options are: Apply, Download, View Quote, Learn More, Sign Up, Subscribe, Register, Join, Attend and Request Demo.
For Follower Ads, remember to exclude existing followers from seeing your ad to ensure you’re gaining new prospects. For Spotlight Ads, be descriptive in the main ad headline and text as this will help your audience understand your message.
Test and Optimize Your Dynamic Ads
Don’t forget this step! While each audience is different, there are optimizations for each that can be performed to capture exactly what your audience wants to see for continued performance success.
When your audience sees a Dynamic Ad, there is an ad headline and description option included in the copy. You can change the type of image or phrasing you include within the ad. You can also try using different images, like a company logo, custom icon, or photo, and optimize based on which image or text performs best for your audience.
Another way to optimize is by testing the image layout of your ad. You can choose to have the member’s profile photo automatically placed into the ad to encourage higher engagement by giving the ad a personalized touch or you can also choose a custom background image which is a larger image in the background of the ad instead of the profile photo. Please note that using this option disables the automatic pull of the member’s profile image, however, this is done to show more of your company’s brand.
Help Your Company Stand Out Among the Competition
Next time you scroll through a social media platform, take note of all the similarities of the ads and maybe decide if it’s time to give LinkedIn Dynamic Ads a try. It might be the difference your company needs!
