LinkedIn Ads Strategy: The Echo Chamber Method

LinkedIn Ads is almost undeniable as the most direct channel for reaching niche B2B sales leads at scale.  With professional work profiles of millions of users in a work-minded setting, there is no better place or time to get in front of qualified buyers.

But it’s also expensive and highly competitive.  High cost-per-click (CPC) means that a click can easily cost $10, $20, or sometimes $50.

So, how can advertisers still make the numbers work with these types of traffic costs?  Especially if they’re converting clicks at an average 2% rate?

The answer is simple: Help LinkedIn make its platform more desirable to users. Lean into LinkedIn’s (and all social media platforms) desire to engage and entertain users while keeping them on longer and coming back more frequently.

We do this by adding massive value to the target audience through more content, more variety, and more valuable information sharing.  The result is CPC that is 70-80% lower than direct lead generation-only traffic, and the ability to reach users much higher in the consideration funnel.  You’ll also have the benefit of much higher reach and the brand-building that comes with it, as you profitably generate leads.

It’s a LinkedIn Ads Strategy we call The Echo Chamber Method.

In this post, we’ll cover how it works and how to set it up for your campaigns.

But first, let’s take a step back to think through why users come to LinkedIn and look at their feed in the first place.

LinkedIn users log onto the platform for a variety of reasons…

• Checking out updates from their network and news in their industry
• Checkout out advice from influencers that they follow
• Scoping out new job opportunities or networking to get a referral to a new job
• Salespeople and consultants looking to make connections

Note: nobody comes onto the platform to see ads!  But are ads are for the users checking out updates and news in their industry.

Users are actually actively setting their vision to be “ad-blind,” so they don’t even focus their eyes on ads.  But that’s, of course, IF they can tell the post is an ad.

Following me so far?

Ok, so how do we get around this?

1. We incorporate more native ads.
2. We use a greater variety of ads, so they aren’t familiar with them.
3. We use a greater variety of ad formats to appeal to a bigger audience (some like video, some like downloads, etc.)

To visualize the experience, let’s go through an example of a series of ads a user might see:

First, imagine you keep seeing the same ad that wants you to book a meeting again and again.

Now, imagine you’re scrolling LinkedIn and see an ad like the first one.  And the next day you see the second one.  Then you see a third.  The fourth time, you actually click on it.  Then, on the fifth one, you may actually download something because you “keep hearing about Upgrow”.  Now you liked the download and the next day you see some more ads, finally you book the meeting because you’ve heard so many good things about Upgrow 🙂

Better experience, right?  Maybe you didn’t like our first offer, or you never watch videos, or you care more about Google Ads than SEO.  More bait, more fish.

So, how do we go about setting this up?

Audience Targeting

Audience targeting remains a critical component, but on LinkedIn, you have access to a unique pool of professionals. Consider these aspects:

• Cold Audiences: When warm audiences are limited, target cold audiences based on professional characteristics like job titles, industries, and skills. Aim for an audience size of 50,000 to 100,000 to achieve optimal results.
  • Segment and group them into logical themes so that you can serve them more relevant ads and offers.  For example, we have a Tech Executives audience that sees ads about our offers specific for tech lead generation, and a separate one for Nonprofit Marketers.
• Warm Audiences: If you have significant warm audiences, such as email subscribers or website visitors, target them. These are individuals who have already interacted with your business and may recognize your brand.
  • If you have the audience size to support it, you’ll also want to create multiple warm audiences.  For example, a group of people that simply visited the website and another that got all the way to a thank-you page.

Ad Structure and Strategy

In the LinkedIn Ads Echo Chamber Method, you aim to have roughly 12 ads divided into four different categories. These categories serve specific purposes in engaging your audience effectively. Let’s break down each category:

1. Value Ads (3 ads):

• Value ads are designed to help your prospects achieve something they want or avoid something they want to steer clear of.
• They should provide valuable information or insights.
• Examples could include how-to videos, tips, and guides.
• Diversify the content format within this category.
• Example Value Ads
  • Value Ad 1: Ultimate Guide Download PDF or Link
  • Value Ad 2: Information Video that Adds Value (even without purchasing your solution)
  • Value Ad 3: Research or Industry Report Download

2. Demonstration Ads (3 ads):

• Demonstration ads showcase how your product or service works.
• They help potential customers understand your process.
• Use various formats to demonstrate effectively.
• Example Demonstration Ads
  • Demonstration Ad 1: Platform Walkthrough Video
  • Demonstration Ad 2: Case Study Download PDF
  • Demonstration Ad 3: Free Tool or Access

3. Testimonial Ads (3 ads):

• Testimonial ads build trust by showing that others have achieved great results with your product or service.
• Include feedback or endorsements from previous clients.
• Use a mix of formats, including videos, images, and text.
• Example Testimonials:
  • Testimonial Ad 1: Video featuring a satisfied client
  • Testimonial Ad 2: Carousel with a variety of client testimonials
  • Testimonial Ad 3: Static image ad for a big-name client testimonial

4. Call to Action Ads (3 ads):

• Call to Action ads prompt your audience to take specific actions, such as signing up for a service, purchasing a product, or attending a webinar.
• Each CTA should be uniquely different and may vary the offer, ad copy, ad content, and ad format.
• Example CTAs
  • Call to Action Ad 1: Direct Sales Explainer Video with a Book a Meeting CTA
  • Call to Action Ad 2: Product Overview Video with a Start a Free Trial CTA
  • Call to Action Ad 3: Static Image Ad with a Start a Free Trial CTA

Ad Format Diversity:

• While videos are often preferred, consider mixing formats to cater to various audience preferences.
• Formats could include videos, carousels, images, text posts, and more.
• The choice of format should align with the content and purpose of each ad.

Customization:

• Customize the content and format of these ads based on your business type and audience.
• Focus on what will resonate most with your potential customers.

By structuring your ads into these four categories, you create a well-rounded LinkedIn Ads campaign that provides value, educates, builds trust, and encourages action. Remember to adapt this structure to your specific business needs and audience preferences.

Conclusion

LinkedIn Ads is competitive.  It’s expensive and also noisy.  This method works to combat all of this.  Check out our own LinkedIn Ads case study results if you don’t believe me:

• 4X higher CTR
• +78% lower cost-per-lead
• +40% lower cost-per-meeting
• +200% meetings booked

Want help building your own LinkedIn Ads Echo Chamber campaigns to start seeing results like these?  Let’s talk.