LinkedIn as an advertising platform is still evolving and, although you’re hitting your leads exactly where they are on the internet, the creation and setup of LinkedIn lead gen ads for the first time can be overwhelming for beginners.
At Circulate, our Paid Social team is extremely experienced in creating an effective LinkedIn lead generation campaign. If you’re looking for a bit of extra help, this step-by-step guide will help you set up your LinkedIn lead gen ads with ease.
Type of objective
Before creating your first LinkedIn lead generation campaign, you need to identify if you want to keep your potential customers on the platform or send them to a landing page. This will effectively lead you down two ways of campaign creation to acquire new leads.
Option one will be to select the objective ‘lead generation’ versus similar objectives, such as website visits or website conversions.
Option two is to select the lead generation campaign to utilise Linkedin on platform forms.
If you choose to utilise lead generation, this blog will give you the insights to build the perfect LinkedIn lead generation campaign.
LinkedIn lead gen ads form creation
Before creating your campaign you need to create your lead generation form. You can do this by following these steps.
- Open Linkedin campaign manager
- Click on the account assets drop-down menu
- Click and open lead gen forms
Once you have entered this page, it’s time to create your lead gen form. Now that you’re about to create your LinkedIn lead gen forms, it’s important to know what fields you want to include in your form. You have the option of using pre-existing fields such as name and email or using custom questions.
When using custom questions it gives you the chance to ask your potential customers specific questions, which allows you to pre-qualify the lead. For instance, asking questions like ‘What is your advertising budget?’ allows you to follow up the lead with that knowledge prior to contact.
How many fields should I include?
When using LinkedIn lead gen forms, it is important to get all the information you need to qualify the lead and be able to contact them. When using the fields they provide, certain fields auto-populate when a visitor clicks on the lead form such as first name and last name. However, if you want more specific information such as a work email address, the visitor will have to manually input this information.
It’s key to note when creating the LinkedIn lead gen forms – that the more fields you require a visitor to input, the lower your conversion rate will be. This is because the user wants a quick experience.
However, a caveat of this is that the more fields you include and the longer it takes a user to fill it out, it’s likely the quality of the lead will increase. This is why it’s important to find the perfect balance between pre-qualifying your leads and not creating a long checkout process.
How do I maximise the conversions of the leads?
While you will have your own CRM system to follow up the leads you acquire through your campaigns, you can also remarket to these individuals based on the interaction they have with your form.
For example, you are able to create a custom audience based on the form you have created. This then gives you the chance to target certain individuals based on the interaction. For instance, users that have opened the form but not submitted can be their own audience that you then retarget to further.
Call to action
When creating your LinkedIn lead gen ads, you will have to select a call to action. This will depend on the type of product or service you’re advertising to your target audience. It is important to test different CTA’s as this affects your overall CTR.
For instance, a learn more CTA is less committing to a user than a register CTA. This means that a learn more CTA notoriously has a higher CTR.
However, if you have a learn more CTA with a link that takes the user to a download/whitepaper, this will lower your ad relevance and increase your CPC. This is why it’s important to test different variations.
How do I download my leads?
Excellent news! You have acquired leads. The next step is to download them. This task is super simple and it requires you to go back to the LinkedIn lead gen ads creation menu.
- Account assets
- Lead gen forms
- Click the tick
- Download leads
Once you have completed this step, you will have access to your leads in a CVS format.
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