5 LinkedIn Ad Best Practices for SaaS Companies

A high level of sophistication is required for successful software as a service (SaaS) marketing because cloud software technology and customer expectations are continually evolving. That’s most likely why the SasS Marketing Survey conducted by TSL Marketing showed that 84% of software as a service companies outsource marketing activities to an agency.  

The survey found that 43% of SaaS firms use an agency to carry out their digital advertising efforts. These results suggest that SaaS companies find digital advertising challenging. According to the survey, messaging and targeting audiences, key aspects of digital advertising, also present challenges.  

Despite these challenges, social media advertising, particularly LinkedIn advertising, is a great way to target audiences and raise brand awareness using engaging content. LinkedIn provides a forum for interacting with business leaders and decision makers. 

To help your SaaS company optimize your digital advertising strategy, here are 5 LinkedIn advertising best practices. 

1) Narrow Your Targeting 

SaaS firms should be precise in their targeting to reach a niche market for software products with LinkedIn ads. LinkedIn advertising messages and formats should use audience targeting that filters out prospects who won’t be interested in purchasing your offerings. While LinkedIn recommends casting a wide net with ads, at TSL Marketing, we advise SaaS firms and other B2B tech companies to narrow their focus when targeting LinkedIn ad audiences. LinkedIn user profiles provide information that can be used to segment audiences for a more focused approach to advertising that yields higher quality leads. 

2) Align Ad Formats with Objectives 

LinkedIn provides a wide variety of ad formats. Take advantage of this flexibility by choosing ad formats that align with your messaging and objectives, such as brand awareness and lead generation. For example, carousel ads are visually compelling and interactive, making them an effective part of awareness campaigns. Document ads can be used for lead nurture and conversion when they include gated thought leadership content with a CTA that leads to a landing page. Multi-touch campaigns can use different ad formats to appeal to prospects at different points in their buyer’s journey.  

3) Test Your Ads 

Experiment with your LinkedIn ads and test them to find out which approaches work best. Test variations in ad formats and messaging to refine them and boost performance. You can A/B test ads by running two campaigns with a variation and comparing them against each other. When testing ads, keep tabs on the demographics of the audiences you want to reach so you can gauge whether you are generating unqualified leads with a variation. Setting a performance baseline before starting a test will enable you to determine which version makes a positive impact. 

4) Track Ad Performance 

To be successful with LinkedIn ads, your SaaS company should track ad performance using key metrics. Key performance indicators (KPIs), such as clicks, impressions, and click through rate (CTR), enable your company to understand how customers are interacting with your ads. Number of conversions and conversion rates are metrics that measure how successfully a LinkedIn ad is generating leads. Based on these performance metrics, the marketing team at your SaaS firm can make intelligent adjustments to ad campaigns. 

5) Be Specific with Messaging 

To reach, engage, and convert target audiences, SaaS companies should craft LinkedIn ad messaging with specificity. Ad messages should address the customer problems that your software solves. LinkedIn ads should resonate with a targeted audience. For example, a SaaS company that serves a local geographical region could create ads that would appeal to IT Directors in the DC area. Dynamic LinkedIn ads hone messaging by automatically personalizing ad content based on user profiles. 

LinkedIn Advertising Expertise for SaaS Companies 

These tips for LinkedIn advertising can help your SaaS company optimize your digital advertising strategy. However, if you’re like 84% of SaaS firms and still need some help, TSL Marketing has the LinkedIn advertising expertise required to get you on the road to success. 

TSL provides digital advertising services for B2B tech companies, including SaaS firms. We have been managing LinkedIn accounts for over a decade, delivering measurable results to clients. 

Find out how effective your current digital advertising efforts are. Request a Digital Advertising Assessment from TSL Marketing.