I’m sure you’ve heard this before, but as annoying as it may be, in the world of social media advertising it’s essential to keep your knowledge up to date.
I have 10 years of experience working in Digital Marketing, but even if you’ve been running paid campaigns for years, it’s worth revisiting the fundamentals every now and then. Not just to refresh your memory, but also to see how much “best practices” have changed over the years.
I recently decided to take LinkedIn’s Advertising Fundamentals exam and, after successfully completing it, I wanted to share a few recommendations that stood out.
Here are some key takeaways:
LinkedIn recommends a mix of brand awareness and conversion campaigns
One of the biggest reminders was that LinkedIn recommends using a combination of awareness and conversion campaigns, rather than focusing solely on lead generation or sales.
Of course, every business is different, and the perfect mix depends on your brand’s objectives, industry and how familiar your audience is with your company. The important takeaway is to adapt your strategy accordingly.
80% of sponsored content engagement comes from mobile
It’s a statistic that makes sense, but it’s still something that is overlooked by many when it comes to ad creatives. Designs should always be created with mobile users in mind. Before publishing any campaigns, it’s worth checking how your creatives and copy look on smaller screens.
Your LinkedIn page matters more than you think
An active LinkedIn page supports your advertising efforts by giving potential customers somewhere to learn more about your business. Having an optimised page makes your company more discoverable and provides a strong foundation for LinkedIn advertising.
Just think about this: when someone clicks your advert, they'll often visit your company page before deciding whether to engage further.
Using Real Images
Another point that stood out, and something that we discuss a lot as a team (read Katie’s blog), is the use of real versus stock images.
One of the exam questions asked which was the better option, and although I already knew the correct answer was real images, it was reassuring to see LinkedIn reinforce this practice.
People connect with authenticity. Whether it's your team, your office, your products, or your customers, genuine imagery feels more trustworthy than polished stock photography.
Lastly, revisiting the fundamentals of LinkedIn advertising was a useful reminder that successful campaigns are built on getting the basics right.
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