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One marketer offering project management software to IT managers saw a higher click-through rate when using the descriptive headline "Project Management Tools," compared to the ambiguous headline "Beat the chaos!"
4. Experiment with your ads. You'll never know whether an ad resonates with your target audience until it's launched to the public. During the first week of your campaign, it's important to test multiple versions of ad text and images. Develop three different ads with varying images, ad text and descriptors for your product offering with different calls to action. Social network ad platforms should display all of your ads equally to start. Based on performance numbers, they then should automatically increase display of the ads that perform the best. In addition, you can remove ads from rotation that aren't performing.
5. Track and optimize your campaigns. It is important to monitor the success of your ads and alter them as necessary to make them more effective. Measure an ad's success rate using downstream metrics, like number of purchases. Use Web analytics packages, like Google Analytics, to help you determine which ads and which targeting options bring in the greatest number of qualified leads. Then go back and improve your campaigns. For example, if your initial campaign hopes to attract both finance and accounting professionals, but the leads you're getting are overwhelmingly finance professionals, consider creating a separate campaign with customized ads targeting just accounting professionals.
Andrew Chang is the marketing manager for Mountain View, Calif.-based LinkedIn. Chang, the marketing lead for the social networking site's advertising offering called LinkedIn DirectAds, can be reached at ajchang@linkedin.com.
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Social Media ROI
Email Marketing that Works (2nd Edition)