Linkedin Ad objectives

What are the different ad objective types?
Brand Awareness
Website visit
Engagement
Video Views
Lead Generation
WEbsite conversion
Job applications

Funnel Concept - Stages of a prospect

If you haven't been in the b2b world for too long then you might not be familiar with some of the ever so popular funnel images that show the different states of a prospect. 

It looks like this - Awareness is the top of the funnel. 

Consideration is the middle of the funnel. 

And then conversion is the bottom of the funnel. 

The idea is that a buyer starts off having never heard of you before and knowing nothing about your company or offerings. So it makes sense that just hitting them over the head with “buy now” type ads wouldn’t be very high converting unless you have an ecomm product that is just impulse buy/transactional. 

Typically you first have to just get on the prospect's radar with an awareness-type campaign as their first exposure to you. 

Here the goal is just first impression - not conversion. 

So our first LinkedIn paid ads objective is “awareness” Let's dive in. 

1. 
   Linkedin Lead Generation Ad
   
   

Here we go! The moment you’ve all been waiting for. Lead generation objective for Linkedin ads. Yes, this is the infamous Lead gen forms that you can run. 

But let’s hurry up and wait on this one. That’s my expert opinion about lead generation forms. You want to really be careful about using them. 

I’ll tell you why I don’t recommend starting with these, why you should be careful about using them, and where you should use them, and I’ll also tell you why other marketing agencies freaking love them and why they don't have your best interest in mind. 

Ok so for starters and for those who don’t actually know what the Linkedin lead generation objective is, I’ll explain. 

With this objective, you can only run lead generation ads which are the ads that try to capture prospects' information inside of Linkedin without sending them outside of the platform. 

They will see one of your ads in their feed and click the call to action button. 

Typically these are used with ebooks or some checklist or something downloadable. 

They click - download and a form pops up and asks for basic information such as name, email, and company name. 

Since Linkedin already has all of that information it just auto-populates for the prospect which allows them to just hit submit and for you to capture their info really easily. 

This is the quickest and easiest way to generate “leads” from Linkedin ads. This is why most marketing agencies love using them because they can show leads sooner. 

My issue with lead generation ads is that they produce really low-quality leads usually. 8-10 of these won’t be responsive when you try to follow up via email and if you are passing them off to the sales team, they will usually be very frustrated with them as they waste lots of time. 

My advice is to not use these as cold ads but instead put them in the retargeting layer. Wait until they have at least visited your website first before using lead gen forms. This will improve the quality of the leads dramatically. 

Listen to the full episode for all objective types!