Understanding the intricacies of LinkedIn Ads is crucial for effective lead generation, particularly when focusing on the bottom of the funnel (BOFU). In this guide, we’ll explore strategies to generate targeted leads using LinkedIn Ads, with a specific emphasis on BOFU tactics.
Leveraging LinkedIn's Unique Features
When advertising on LinkedIn, it’s imperative to comprehend the platform’s structure. Most advertising platforms optimise campaigns for different funnel stages, ranging from the top-of-the-funnel (TOFU) to the mid-funnel and bottom-of-the-funnel (BOFU).
BOFU campaigns excel at lead generation, but higher funnel stages can also serve for demand generation. You can leverage campaigns at the top or middle of the funnel and then retarget those audiences with BOFU-optimised campaigns, such as Website Conversions or Lead Ads.
Combining LinkedIn Targeting with First-Party Data
To optimise LinkedIn Ads for bottom-of-the-funnel direct response advertising, a powerful strategy is to combine LinkedIn targeting with your own first-party data, such as CRM or email customer lists. On LinkedIn, your data sources encompass your website visitor audience (cookie list) and contact lists of email addresses, similar to other ad platforms like Google Ads and Facebook Ads.
LinkedIn, however, offers a unique advantage by allowing you to target company lists, either known contacts or past companies. Some CRM systems even record the IP address of a site visitor, generating a list of companies that visited your website. These lists can be seamlessly uploaded to LinkedIn, either manually or automatically through CRM integration. By combining this data with LinkedIn advertising, and incorporating job title targeting, you can effectively target the entire buying committee within a company, not just individuals that were past site visitors.
Crafting a Targeted Funnel Strategy
Define Your Funnel Stages:
Top of Funnel (TOFU):
– Objective: Generate awareness.
– Content: Engaging and informative content.
– Ad Types: Sponsored Content, Sponsored InMail.
Middle of Funnel (MOFU):
– Objective: Nurture leads and build interest.
– Content: Educational content, case studies, webinars.
– Ad Types: Sponsored Content, Sponsored InMail, Display Ads.
Bottom of Funnel (BOFU):
– Objective: Drive conversions and sales.
– Content: Product demos, free trials, special offers.
– Ad Types: Sponsored Content, Sponsored InMail, Display Ads, Dynamic Ads.
Steps to get Up and Running
- Create Segmented Audiences:
Top of Funnel:
– Targeting: Broad audience targeting based on demographics, job titles, and industries.
– Exclusions: Exclude existing customers if applicable.
Middle of Funnel:
– Targeting: Focus on engaged users, website retargeting, and custom audiences.
– Exclusions: Exclude those who have already converted.
Bottom of Funnel:
– Targeting: Custom audiences, website retargeting, and lookalike audiences.
– Exclusions: Exclude those who have already converted.
Optimising Campaign Objectives and Creative Elements
Set Campaign Objectives:
Top of Funnel:
– Objective: Brand awareness, website visits.
– Bid Type: Cost per thousand impressions (CPM).
Middle of Funnel:
– Objective: Engagement, lead generation.
– Bid Type: Cost per click (CPC) or cost per send (CPS) for Sponsored InMail.
Bottom of Funnel:
– Objective: Conversions, lead generation.
– Bid Type: Cost per click (CPC) or cost per thousand impressions (CPM) with a focus on conversions.
Ad Creative
Top of Funnel:
– Eye-catching visuals, and compelling headlines.
– Focus on brand storytelling and the value proposition.
- Middle of Funnel:
– Educational content, case studies.
– Encourage engagement with your brand.
- Bottom of Funnel:
– Product demos, testimonials, special offers.
– Create a sense of urgency to encourage conversions.
Continuous Monitoring and Optimisation
Regularly Review Performance:
– Analyse key metrics for each funnel stage.
– Adjust bids, targeting, and ad creatives based on performance.
- Use LinkedIn Analytics:
– Leverage LinkedIn’s analytics to gain insights into audience behaviour.
– Identify high-performing and underperforming segments.
- A/B Testing:
– Test different ad creatives, headlines, and calls to action.
– Optimise based on what resonates best with your audience.
Landing Pages and Follow-Up:
Align with Ads:
– Ensure your landing pages align with the messaging in your ads.
– Optimise landing pages for conversions.
- Follow-Up Campaigns:
– Implement follow-up campaigns (e.g., email marketing) for leads generated.
– Nurture leads through the sales funnel.
Targeted Strategies for Bottom-of-the-Funnel (BOFU) Lead Generation
- Define Bottom-of-the-Funnel (BOFU) Audience:
– Targeting: Focus on a specific and highly qualified audience. Use custom audiences, website retargeting, and lookalike audiences based on your existing customer profiles.
– Exclusions: Exclude those who have already converted to avoid wasting ad spend.
- Choose the Right Ad Formats:
– Sponsored Content: Utilise carousel ads or single image ads to showcase your product or service with a clear call-to-action.
– Sponsored InMail: Send personalised messages directly to the inboxes of your target audience with special offers or exclusive content.
- Craft Compelling Ad Copy:
– Headline: Use a clear and compelling headline that highlights the value proposition.
– Body Text: Communicate the benefits of your offering and include a strong call-to-action.
– Visuals: Incorporate high-quality images or graphics that showcase your product or service in action.
- Utilise Dynamic Ads:
– Dynamic Ads: These automatically personalise content for each viewer, making them highly effective for tailored messaging to individuals based on their profile data.
- Implement Conversion Tracking:
– Set up the LinkedIn Insight Tag on your website to track conversions. This allows you to measure the success of your campaigns by tracking actions users take on your site after clicking on your ad.
- Use Lead Gen Forms:
– Utilise LinkedIn’s Lead Gen Forms to simplify the lead capture process. Pre-fill the forms with LinkedIn user data, making it easy for users to submit their information without leaving the LinkedIn platform.
- Leverage Retargeting:
– Implement retargeting campaigns for users who have visited your website but haven’t converted. Show them tailored ads that address their specific needs or concerns.
- Highlight Offers and Special Promotions:
– Create a sense of urgency by promoting limited-time offers,
discounts, or exclusive deals to encourage immediate action from your BOFU audience.
- A/B Testing:
– Test different ad variations to identify which elements resonate best with your BOFU audience. This could include testing headlines, visuals, or different call-to-action language.
- Landing Page Optimisation:
– Ensure that your landing pages are highly relevant and optimised for conversions. The content should match the messaging in your ads, and the conversion process should be straightforward.
- Follow-Up Campaigns:
– Implement automated follow-up campaigns, such as email sequences or targeted content delivery, to nurture leads further and guide them through the final stages of the purchasing decision.
- Monitor and Adjust:
– Regularly monitor the performance of your BOFU campaigns using LinkedIn Analytics. Adjust your targeting, ad creative, and bidding strategy based on the insights gained from the data.
By tailoring your LinkedIn Ads strategy to the bottom of the funnel, you can effectively engage users who are ready to make a purchase decision, ultimately driving conversions and increasing the ROI of your advertising efforts.
Conclusion
In the dynamic landscape of digital advertising, a targeted and strategic approach is essential. Utilising LinkedIn Ads for BOFU lead generation requires a thorough understanding of the platform’s capabilities, integration with first-party data, and a well-defined funnel strategy. By implementing the outlined steps and continuously monitoring and optimising your campaigns, you can maximise the impact of your LinkedIn Ads and drive tangible results at the bottom of the funnel.
