Having a high-quality ad campaign can bring in new prospects and generate qualified leads for your business. However, a variety of problems often plague digital advertising campaigns which LinkedIn Lead Generation Ads may help solve. This article will cover the ways LinkedIn Lead Generation Ads help solve these common problems, and shed some light on why LinkedIn may be the right choice for your next campaign.
First, let’s dig into how LinkedIn Lead Generation Ads work.
When a user clicks on your LinkedIn Lead Generation Ad, LinkedIn will populate the form automatically with the user’s profile information. This can include their name, contact info, company name, job title, and many other details you may be interested in (following LinkedIn’s form guidelines). These forms are also highly customizable, so you can easily adapt them to your particular goals.
Then, once a user clicks submit, they’ll see a “thank you” page that redirects them to a website, eBook, or any other destination you designate. All that’s asked of them are two clicks: the initial call-to-action and then submit the information. It’s that easy.
Now that you have a sense of how these ads work, let’s dig into three common problems faced by advertisers, and how LinkedIn Lead Generation Ads address them.
Problem #1: You’re Driving Users to a Form, But No One Is Signing Up.
We have all been there. You have a great ad driving users from various campaigns (like Google Ads or Linkedin Sponsored Content Ads) to a landing page hosting your asset (such as an eBook). Your campaign has an excellent click-through rate, but your conversion rate is next to nothing. All your users need to do is fill out the form on the landing page, but it’s stopping them dead in their tracks.
This is one of the most common issues marketers face. LinkedIn Lead Generation Ads reduce the friction caused by manually filling out a form. Rather than users entering their data manually, the lead forms auto-fill the requested information. It lessens the hesitation and distrust users feel when giving information to a website because they never leave LinkedIn, and there is no wasted time spent filling out a long, tedious form. After implementing lead gen ads for one of our clients, who had this very issue, we saw a threefold increase in conversions.
Problem #2: Your Campaign Has Plenty of Form Conversions, But Very Few Are Qualified.
The great thing about LinkedIn Ads in general is that the platform allows advertisers to target users based on their self-reported profile information. This takes a lot of the guesswork out of campaign targeting. For example, you can target a user based on their job title, company, seniority, job function, and much more. If you continue to find unqualified users coming through, you can also make exclusions within your audience targeting parameters.
This combination of targeting options basically allows you to prequalify users before they ever reach your ad.
But with LinkedIn Lead Generation Ads, you get the added bonus of asking additional qualifying questions within the form (in multiple choice or text box formats). As you already know, the form has already auto-populated the information from the users profile, which inherently makes this data more reliable than forms with open-ended text fields (like the ones you probably use on your website).
Because these questions do not auto-populate, this approach does add friction to the conversion process (and could therefore lower your conversion rates). However, it gives you one more method of qualifying your target user if that’s where your greatest challenges exist.
Problem #3: Your Retargeting Campaigns Have Not Received Much Engagement.
Retargeting ad campaigns help reinforce your brand and drive conversions among users who previously visited your website but didn’t convert. Often, retargeting campaigns are built for brand awareness to keep your company top of mind, but don’t accomplish much more than an impression. LinkedIn Lead Generation Ads, on the other hand, give users something tangible to download, which could be a more meaningful way to nurture the relationship. These ads will also ensure that contact information is gathered on the spot, rather than hoping they’ll go to your website and fill out a form.
Since most retargeting audiences are derived from the visitors to your website (or a particular section of it), they can often contain a wide variety of users. Because of this, you can easily wind up targeting users that are not terribly qualified – or even related to your industry. They may have found your website through an irrelevant search query, or had other motives for being on your website than considering your company’s products or services. LinkedIn targeting parameters can add an extra layer of prequalification by requiring certain functions, skills, or locations as a prerequisite for showing your ads. For one client where we’ve implemented lead gen forms while using retargeting, we’ve achieved a 66.4% conversion rate and a cost per lead below $10.
Our Recommendation: Start Using Lead Gen Ads in Your Ad Campaigns.
We hope that by showcasing some of the ways LinkedIn Lead Generation Ads can benefit your advertising initiatives, we’ve sparked your creative fire and you’re ready to take your campaigns to new heights!
If you need help taking the plunge, our team is here to help. We specialize in Paid Search & Social Media Advertising, so if you have any questions, please reach out for a free consultation.