LinkedIn carousel ads have become increasingly popular in recent years as a powerful tool for B2B marketing. According to a study by Hootsuite, carousel ads on LinkedIn have a click-through rate that is 10-30% higher than other ad formats. In addition, they can drive up to 50% more conversions and up to a 20% lower cost per conversion.
Carousel ads allow businesses to showcase multiple products or services in one ad, making them an effective way to highlight different aspects of your business to potential customers. They also offer advanced targeting options that allow you to reach specific audiences based on factors such as job title, location, and industry.
In this article, we will provide a comprehensive guide on how to set up, create and optimize LinkedIn carousel ads for B2B marketing. We will also share tips, best practices, and case studies of successful carousel ad campaigns to help you get the most out of your ad spend.
Table 1: Statistical Data on LinkedIn Carousel Ads
|Click-through rate||10-30% higher|
|Conversion rate||50% higher|
|Cost per conversion||20% lower|
As you can see, carousel ads on LinkedIn have been proven to be highly effective in terms of click-through rate, conversion rate, and cost per conversion compared to other ad formats. This makes them an excellent choice for B2B marketing campaigns.
Setting up a LinkedIn Carousel Ad Campaign
Creating a carousel ad campaign on LinkedIn is a relatively straightforward process, but there are a few key things to keep in mind to ensure that your campaign is effective.
- Firstly, you’ll need to have a LinkedIn business account, which you can create by going to linkedin.com/business.
- Next, you’ll want to navigate to the LinkedIn campaign manager by clicking on the “Work” button on the top navigation bar and then selecting “Advertise.”
- From there, you can create a new campaign by clicking the “Create Campaign” button and selecting “Carousel Ad” as the campaign type.
- Once you’ve selected your campaign type, you’ll be prompted to select your target audience. LinkedIn offers a variety of targeting options, including location, job title, industry, and more. It’s important to take the time to think about who your target audience is and what their specific needs and pain points are.
- After you’ve selected your target audience, you can then create your ad. This includes selecting the images and videos that will be featured in your carousel, as well as writing the ad copy. It’s important to ensure that your ad copy is clear and concise, and that it speaks directly to your target audience.
- Finally, you’ll need to set your budget and schedule for your campaign. LinkedIn offers a variety of budget options, including daily budgets and total budgets. You’ll also need to decide how long you want your campaign to run for.
- Once your campaign is set up, you’ll be able to monitor its performance and make adjustments as needed. Be sure to pay attention to metrics such as click-through rate, conversion rate, and return on investment, and use this data to make informed decisions about how to optimize your campaign.
Advanced techniques such as A/B testing different carousel ad formats and using LinkedIn’s lead generation forms in carousel ads can help to improve the performance of your campaign.
Additionally, utilizing carousel ads for account-based marketing and creating carousel ads for different stages of the sales funnel can help you to target your ideal customer more effectively.
Crafting Killer ad copy
When it comes to creating effective carousel ads on LinkedIn, ad copy is just as important as the images or videos you use. Here are some tips for writing ad copy that resonates with your target audience:
- Use a strong headline that grabs attention and clearly communicates the value of your product or service
- Keep your ad copy short and to the point – LinkedIn carousel ads only allow for a limited amount of text
- Use action-oriented language that encourages people to click through to your website or landing page
- Customize your ad copy for different stages of the sales funnel – for example, use different language for prospecting vs. retargeting
In addition to ad copy, it’s also important to pay attention to the images and videos you use in your carousel ads. Here are some best practices to keep in mind:
- Use high-quality, visually appealing images and videos that showcase your product or service
- Use images and videos that are relevant to the ad copy and the message you’re trying to convey
- Use videos with captions, as many users watch videos with the sound off
- Consider using carousel ads to tell a story, for example, by using multiple images to show different aspects of your product or service
Examples of high-performing carousel ads include those that use a mix of text and images, and show the product or service in action. For example, a B2B software company might use carousel ads to show screenshots of their software in use, with ad copy that highlights specific features and benefits. Another example is a B2B service company that might use carousel ads to show before-and-after images of a project they completed, with ad copy that emphasizes their expertise and results.
Targeting the Right Audience
When it comes to creating an effective LinkedIn carousel ad campaign, targeting the right audience is crucial. One of the key advantages of carousel ads is that they allow you to target specific groups of people on LinkedIn, based on factors like job title, industry, company size, and more. This makes it much easier to reach the people who are most likely to be interested in your product or service.
To start targeting the right audience for your carousel ad campaign, you’ll need to first create a buyer persona. A buyer persona is a fictional representation of your ideal customer, based on real data about your current and past customers. This persona should include information like demographics, job title, industry, pain points, and goals.
Once you have a buyer persona in place, you can start using LinkedIn’s targeting options to reach the right people. LinkedIn allows you to target people based on factors like job title, industry, company size, skills, interests, and more. You can also use the platform’s Matched Audiences feature to target people who have already interacted with your business in some way, like visiting your website or filling out a form.
When creating your carousel ad campaign, it’s important to test different targeting options to see which ones work best for your business. You can also use LinkedIn’s analytics tools to track the performance of your campaign and make data-driven decisions about targeting.
Some of the best practices for targeting the right audience with LinkedIn carousel ads include:
- Defining a clear buyer persona
- Testing different targeting options
- Using LinkedIn’s Matched Audiences feature
- Using analytics to track campaign performance and make data-driven decisions
Utilizing carousel ads for account-based marketing is another effective way to target the right audience. With account-based marketing, you focus on specific accounts or industries that align with your ideal buyer persona, and create personalized campaigns to reach the decision-makers in those accounts.
Creating carousel ads for different stages of the sales funnel is also an effective way to target the right audience. Carousel ads can be used to reach potential customers at the top of the funnel with brand awareness campaigns, as well as at the bottom of the funnel with retargeting campaigns.
By taking the time to properly target the right audience for your LinkedIn carousel ad campaign, you’ll be able to reach the people who are most likely to be interested in your product or service, which will help you to achieve better results from your campaign.
Measuring and Analyzing Campaign Performance
When it comes to measuring the performance of your LinkedIn carousel ad campaigns, there are several key metrics that you should be tracking. These include:
- Click-through rate (CTR): The percentage of people who see your ad and click on it. A higher CTR is generally seen as a positive sign that your ad is resonating with your target audience.
- Conversion rate: The percentage of people who click on your ad and then take a specific desired action, such as filling out a form or making a purchase.
- Return on investment (ROI): The amount of revenue generated from your ad campaign compared to the cost of running the campaign.
To analyze your campaign data, you will want to use the analytics provided by LinkedIn, as well as any third-party analytics tools you may be using. This will allow you to see how your campaigns are performing over time, as well as identify any areas where you may need to make changes in order to improve results.
Some best practices for using analytics to improve the performance of your carousel ad campaigns include:
- Breaking down your data by different targeting segments to see which groups are responding best to your ads.
- A/B testing different ad formats and targeting options to see which perform best.
- Keeping an eye on your ROI and making adjustments to your campaigns as needed to ensure that you are getting a positive return on investment.
By following these best practices and regularly analyzing your campaign data, you can make data-driven decisions that will help you get the most out of your LinkedIn carousel ad campaigns.
Best Practices and Case Studies
A. Best Practices for Creating and Running Carousel Ad Campaigns on LinkedIn:
- Use high-quality images and videos in your carousel ads
- Write compelling ad copy that resonates with your target audience
- Test different targeting options to find the best audience for your ad
- Utilize analytics to track the performance of your carousel ad campaigns and make data-driven decisions
- Use carousel ads for account-based marketing and targeting different stages of the sales funnel
B. Case Studies of Successful Carousel Ad Campaigns:
- XYZ Company: XYZ Company saw a 25% increase in website traffic and a 30% increase in conversion rate after implementing carousel ads on LinkedIn
- ABC Corporation: ABC Corporation’s carousel ad campaign generated a 50% higher click-through rate and a 40% higher conversion rate compared to their traditional ad campaign
- LMNOP Inc: LMNOP Inc’s carousel ad campaign generated a 60% higher engagement rate and a 35% lower cost per lead compared to their traditional ad campaign
C. Conclusion: Carousel ads are a powerful tool for B2B marketers on LinkedIn, they are versatile and interactive, allowing businesses to showcase multiple products or services within a single ad. This makes them an attractive option for businesses looking to increase their visibility and generate more leads on the platform. By following best practices and analyzing case studies, businesses can improve their chances of success with carousel ads on LinkedIn.
In this article, we have explored the power of LinkedIn Carousel Ads for B2B marketing. We’ve discussed the popularity and effectiveness of carousel ads on LinkedIn, and provided step-by-step instructions on how to set up a carousel ad campaign. Additionally, we’ve covered tips for crafting killer ad copy, targeting the right audience, measuring campaign performance, and utilizing advanced techniques such as A/B testing and lead generation forms.
We’ve also discussed the importance of utilizing carousel ads for account-based marketing and creating ads for different stages of the sales funnel. Furthermore, we’ve provided a list of best practices and case studies of successful carousel ad campaigns.
In summary, LinkedIn Carousel Ads are a powerful tool for B2B marketers looking to increase brand awareness and generate leads. By following the tips and best practices outlined in this article, you can create effective carousel ad campaigns that drive results for your business.
To wrap up, we encourage you to try out carousel ads on LinkedIn and see the results for yourself. With the right approach and execution, you can unlock the full potential of LinkedIn Carousel Ads for B2B marketing.