LinkedIn Advertising Best Practice Guide

Without careful planning, social media can sometimes feel like shouting into the void. Of all the social media platforms, LinkedIn is often the most underutilised, but if you want to get in front of influential decision-makers, with 2 x the buying power of typical online audiences this is the platform to use. However, to increase your chances of running a successful Linkedin advertising for real estate, there are some key criteria you need to address. 

Figure out your target audience

On LinkedIn, defining where in the world you want your ads to be seen is mandatory. Your desired location is actually the only field that’s mandatory when setting up your ad campaign. You can go broad by only designating the country, state or province, or you can go granular and target audiences by city or metropolitan area.

You can then further refine your target audience with company details (e.g. industry or company size), demographics, education, job experience and interests.

One word of caution: LinkedIn advises against getting over-specific with ad targeting. If you’re new to LinkedIn ads, you might want to try casting a wider net initially and sticking to three targeting facets.

You can also A/B test campaigns with different targeting criteria, such as skills versus job titles, to learn which audiences connect better with your brand.

Craft your ad copy around a succinct, clear call to action

LinkedIn advertising for real estate should typically end with a clear CTA, often in the form of a text button.

Your readers are busy. They need someone to spell out exactly what they should do next, otherwise, they might miss out on signing up for that educational webinar or finding out the current value of their property. 

Just make sure that your CTA matches the objective you initially selected.

Choose the right content

LinkedIn advertising for real estate can boost your content so it finds the right audience, but that won’t keep people glued to the screen.

Try the techniques below to keep audiences hanging onto every word you say.

Sponsored Content:

• Repurpose content from your blog, website and social media channels.
• Use video, audio or other rich media elements.
• Develop an emotional connection by sharing human interest stories.
• Do more than just share trending news. Add your insights into the mix to show off your thought leadership.

Sponsored Messaging:

• If encouraging brand consideration, share blog posts, webinars, or industry trends and analysis.
• When developing leads and trying to convert customers, promote an ebook, a success story or advertise an upcoming webinar or event.

Text Ads:

• Despite the name of these ads, you won’t want to skip the visuals. Images are optional but they land better results.
• Instead of including an object or logo, opt for a profile image when possible.

Video Ads:

• According to LinkedIn, videos under 30 seconds see a 200% lift in view completion rates, so keep them short and sweet.
• Design videos for sound-off viewing and add subtitles.
• Don’t save the best for last. Viewers drop off after the first 10 seconds.

Carousel Ads:

• Use 3-5 cards to start, and test adding more cards later.
• Create a carousel of content that speaks to a similar theme or break down a large piece of content into carousel cards.
• Use visual storytelling to pique your audience’s interest.
• Each carousel card description should include a CTA and clear, direct messaging.

Dynamic Ads:

• Skip the brevity and be descriptive as possible in the main ad headline and text.
• Test image layouts in advance of posting.
• Include one clear message and CTA in each ad.

Select the right objective and ad type

LinkedIn advertising is objective-based, so being clear on what you’re trying to achieve with each ad is vital. 

Do you want to drive brand awareness or leads? What ad type should you choose? 

We’ve unpacked each objective and what goals each ad type can help you achieve. For more, check out which LinkedIn ad is right for you. 

The key to any successful campaign regardless of the platform is to get the right content in front of the right audience at the right time. 

Use the tips above to optimise your LinkedIn campaigns, build your brand awareness and generate new leads.