LinkedIn is one of the largest social media platforms focused on business and professional networking. As such, it is an ideal place for promoting services and products for businesses and enterprises. LinkedIn Ads advertising allows you to reach the right group of audience and increase the effectiveness of your campaign. One of the key elements of advertising on LinkedIn is the personalization of ads, which allows you to adapt the advertising message to individual user preferences. In this article, you will learn how to customize ads in LinkedIn Ads to individual user preferences.
What are LinkedIn Ads?
LinkedIn Ads are a paid form of promotion on the LinkedIn platform, which allows businesses and enterprises to reach the right group of audience. LinkedIn Ads are displayed on LinkedIn pages, in private messages, in the mobile application, and on the LinkedIn ad network.
Personalization of ads and campaign effectiveness
Ad personalization is the adaptation of advertising messages to individual user preferences. This allows users to receive ads as more valuable and relevant to them. This, in turn, increases the effectiveness of the advertising campaign and affects an increase in conversions.
What data to use for ad personalization in LinkedIn Ads?
Various types of data can be used for ad personalization in LinkedIn Ads. We distinguish demographic data, behavioral data, and psychographic data.
Demographic data
Demographic data is information about age, gender, marital status, education, and place of residence of users. Based on this information, the ad content can be adapted to the needs of a specific audience.
Behavioral data
Behavioral data is information about user activity on the LinkedIn platform. Based on this, ads can be customized to user preferences and behaviors, such as their level of engagement in content related to a particular industry or the frequency of use of LinkedIn.
Psychographic data
Psychographic data is information about the personality, interests, or lifestyle of users. Based on this information, the advertising message can be adapted to the preferences of users and create more personalized ads.
How to customize ads to individual user preferences?
Ad personalization in LinkedIn Ads can take place at different levels – campaign, ad group, or individual ad.
Personalization at the campaign level
At the campaign level, you can adapt the overall advertising message to the needs and preferences of users. For example, you can choose target groups based on demographic, geographic, or professional data.
Personalization at the ad group level
At the ad group level, you can customize the advertising message to a specific group of users, based on behavioral or psychographic data. You can also use different ad variations for different target groups.
Personalization at the individual ad level
At the individual ad level, you can customize the advertising message to the individual user preferences. For example, you can include personalized graphic elements, such as using the user’s photo or the name of their company.
Examples of ad personalization in LinkedIn Ads
One example of ad personalization in LinkedIn Ads is the use of personalized messages on LinkedIn. For example, you can send messages with an invitation to participate in a webinar or directly to users who have visited the company’s website but have not made a purchase.
Another example of ad personalization is the use of product or service recommendations. Based on the history of users’ past purchases, you can recommend specific products or services that may be of interest to them.
Tools for ad personalization in LinkedIn Ads
LinkedIn offers various tools that allow for ad personalization in different ways.
LinkedIn Campaign Manager
LinkedIn Campaign Manager is a basic tool for managing advertising campaigns on LinkedIn. It allows you to choose a target audience based on different criteria, such as demographic, geographic, or professional data.
LinkedIn Website Demographics
LinkedIn Website Demographics is a tool that allows you to learn information about LinkedIn users who visit your company’s website. This allows you to know their position, industry, or location, among others.
LinkedIn Matched Audiences
LinkedIn Matched Audiences is a tool that allows you to use data related to your company’s contact base to create more personalized ads. This allows you to adapt the advertising message to specific audiences.
LinkedIn Lead Gen Forms
LinkedIn Lead Gen Forms is a tool that allows you to create forms that collect contact information from LinkedIn users. This allows you to obtain valuable data that will help you personalize ads in the future.
Conclusion
Ad personalization in LinkedIn Ads is a crucial element of a successful advertising campaign. Adapting the advertising message to individual user preferences increases their interest in the ad and affects an increase in conversions. LinkedIn offers various tools that allow for ad personalization based on different types of data.
