Everything you need to know about the linkedIn quality score
The LinkedIn Quality Score might sound like a mysterious concept, but fear not! If you’re new to the world of professional networking on LinkedIn or seeking to boost your marketing efforts, this comprehensive guide is designed with you in mind.
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You may be using LinkedIn ads, or maybe you want to optimise your LinkedIn ad campaigns even further. This is where the LinkedIn Campaign Quality Score comes in. LinkedIn Quality Scores are the invisible hand guiding your ads to success or anonymity on the world’s premier professional networking platform.
In this comprehensive guide, we’ll delve deep into the nuances of LinkedIn Quality Scores, explaining what they are, why they matter, and most importantly, how you can harness their power to elevate your marketing campaigns.
Whether you’re a seasoned marketer looking to fine-tune your LinkedIn ad strategy or a newcomer aiming to make a splash in the professional networking pool, this blog will provide you with the insights and strategies you need to thrive in the world of LinkedIn advertising.
What are LinkedIn quality scores?
According to LinkedIn, a Campaign Quality Score provides an estimate of a member’s likelihood to engage with Sponsored Content ads within your campaign. Scores help indicate how relevant your campaigns are compared to your peers’ campaigns targeting the same audience.
It’s worth noting that Campaign Quality Scores and pCTR are only helpful for evaluating campaigns using manual bidding.
How are LinkedIn Quality Scores Calculated?
Campaign Quality Scores are based on the predicted click-through rate (pCTR) of the ads in your campaign, as well as the pCTR of your peers’ ads targeting the same audience. Source: LinkedIn.
Why are campaign Quality Scores important?
As mentioned above, your Campaign Quality Score compares your campaign with other campaigns that are targeting the same audience. This is especially important if you find your target audience is the same as your competitors. If their Campaign Quality Scores are higher than yours, for example, you may be missing out on important leads and website traffic that are being taken by your competitors.
By understanding and improving your Campaign Quality Score, you can not only enhance the performance and visibility of your LinkedIn ads but also optimize your advertising budget. A higher score indicates that your campaigns are more likely to engage and convert, resulting in a lower CPC and ultimately, a more successful advertising campaign and higher ROI.
How do I make the most out of my LinkedIn Quality Score?
Now that we’ve dived into what Campaign Quality Scores are and why they’re important, it’s time to get you equipped for increasing these Quality Scores.
Compelling Ad Copy
By experimenting with different ad copies, you will be able to test which ad copy works best for your audience. Remember – LinkedIn Campaign Quality Scores are based on the CTR of your ads, so give your audience a reason to click through to your site through your copy.
But how do you write compelling ad copy? Understanding your audience and speaking to their needs is going to be your best friend. Emphasising benefits over features, incorporating persuasive calls to action, and integrating social proof elements further enhance your ad’s impact.
The sense of urgency can spur immediate action, while brand consistency builds trust. Continuously testing and refining your ad copy is crucial. By implementing persuasive copywriting through testing and iteration, you not only boost click-through rates and audience engagement but also enhance the overall performance of your LinkedIn ad campaigns, ultimately leading to higher Quality Scores and greater advertising success.
Choosing the right targeting options
Have a really broad target audience? It’s time to reduce that down to a defined target audience. This begins with a deep understanding of your audience – who they are, their preferences, and their professional backgrounds. Precise targeting ensures your ads reach the most relevant prospects, increasing the likelihood of engagement.
LinkedIn’s vast array of targeting parameters, from job titles and industries to company size and seniority, allows you to pinpoint your ideal audience. Continuously refine your targeting by analysing performance data and adjusting parameters as needed. Ultimately, effective targeting not only maximises ad relevance but also contributes to higher Quality Scores, resulting in more cost-efficient campaigns and greater advertising success on the platform.
Optimising landing pages
Similar to how Google calculates their own Quality Scores, the landing page that your ad links to also has an impact on your Campaign Quality Score. If you have a strong user experience (UX) and customer experience (CX) understanding, you may have already nailed this one down. But if you haven’t, it may also be worth looking at the landing page(s) that your ads are pointing to.
It all begins by comprehending your audience’s needs and crafting landing pages that cater to their expectations. Clarity and relevance are important and your landing page should seamlessly align with your ad’s promise, offering a cohesive user experience.
Streamline the user journey, minimise distractions, and ensure a compelling call to action that mirrors your ad’s intent. Conduct A/B tests to fine-tune elements such as layout, content, and forms, using data-driven insights to continually improve.
Testing different ad formats
We love AB testing, and testing in general, which is why we would recommend testing different ad formats to increase that Quality Score. LinkedIn offers a variety of ad formats, including Sponsored Content, Sponsored InMail, and Display Ads, each with its unique strengths and applications. By testing these formats, you can identify which resonates most effectively with your target audience, leading to higher engagement and conversion rates.
Additionally, LinkedIn frequently introduces new ad formats and features, making it essential to stay updated and adapt your strategy accordingly. Rigorous testing and data analysis enable you to fine-tune your ad formats, contributing to improved Quality Scores, more efficient ad spending, and ultimately, greater success in your LinkedIn advertising campaigns.
Monitoring and adjusting campaigns regularly
How will you know what’s working and what isn’t if you don’t monitor your campaigns regularly – especially because LinkedIn is changing constantly. Regular monitoring allows you to stay abreast of campaign performance, identifying trends, strengths, and areas for improvement. By actively adjusting your campaigns based on real-time data, you can optimise targeting parameters, refine ad copy, and allocate budget effectively. LinkedIn’s Campaign Manager offers robust analytics tools for this purpose.
Adapting to changing market conditions, audience behaviour, and competition ensures your ads remain relevant and engaging. This proactive approach to campaign management not only enhances ad performance but also contributes to higher Quality Scores, delivering cost-effective campaigns and long-term success on LinkedIn.
In Summary...
Now you’re ready to tackle Campaign Quality Scores to improve the performance of your LinkedIn ads! Crafting compelling ad copy, choosing the right targeting options, optimising landing pages, experimenting with various ad formats, and regularly monitoring and adjusting campaigns are the building blocks of successful LinkedIn advertising.
These strategies not only enhance the performance of your campaigns but also lead to higher Quality Scores, which, in turn, translate into more cost-effective and impactful advertising. As you implement these best practices, you’re well on your way to unlocking the full potential of LinkedIn advertising and achieving remarkable results!
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