As a content marketer at 97th Floor, I write a lot of Facebook and LinkedIn ads. LinkedIn ads are my favorite because they can be highly targeted to provide solutions to the exact problems that industry professionals are facing.
One of the clients I create LinkedIn ads for provides branded caller ID and analytics software to outbound call center leaders. My responsibility for this task is to write ads for each vertical that promote an ebook download. I create compelling and concise ad copy, work with the design team to create the assets, and then report on KPIs.
Common tactics I use when creating ads are:
- Speak specifically to a vertical
- Use social proof with statistics from case studies
- Call out industry-specific pain points
- A/B test messaging and design
- Analyze previous performance to find learning
At the beginning of 2022, I set a goal to create ads that stood out in the LinkedIn feed. This meant creating ads that stood out beyond copy and a stock photo thrown together. To accomplish this, I shaped a new workflow at 97th Floor of collaborating with the designer from the beginning rather than looping in a designer after the copy was written.
By being more intentional, the designer on the account and I were about to create ads that captured attention and conveyed an important message in a fun way. In Q1 of 2022, these ads achieved an average CTR of 0.55% in our focus campaigns. This is far above the average LinkedIn CTR of 0.39%.
As the client serves a B2B space, we wanted to ensure that our audience would engage with these highly creative ads. As a result, we became very strategic in A/B testing to learn what our audience responded most to and improve on that learning.
To view the ads, request access to this folder.
