Keeping an eye on your LinkedIn ad campaigns is crucial to making sure they perform well and give good ROI.
Here’s a checklist of what to do daily, weekly, and monthly, and why each task matters:
Daily tasks
- Respond to client emails: Answering emails quickly keeps clients happy and helps solve any issues fast. If you work in-house, your ‘clients’ might include your bosses, design colleagues, suppliers, and other stakeholders.
- Forward any post comments that require client attention: This keeps the client updated about what people are saying, which helps adjust the campaign if needed.
- Maintain a change log: Writing down every change and its results helps you remember what worked and what didn’t.
- Evaluate the impact of significant changes: Checking the effects of changes in audience, budget, or how many people do what you want them to do lets you fix issues quickly.
Avoid making drastic changes daily – your campaigns need time to rack up results before you assess them for performance.
I typically wait for each ad creative to get at least 1,000 impressions before deciding to keep it or pause it.
Weekly review
A weekly review is a great opportunity to gather ongoing data, typically before your weekly check-in with the client.
Here are some tasks you can complete:
- Ensure your budget is on track with planned spend: This stops you from spending too much and makes sure money is used well. This is important considering the cost of LinkedIn ads.
- Monitor audience size for significant increases or decreases: Watching for big changes in how many people see your ads tells you if your ad is reaching the right people.
- Investigate any anomalies in CPC, CPA, or conversion rates: Finding and fixing unusual changes in costs or results helps you spend less for better outcomes.
- Analyze demographic reports: This tells you which types of people are most interested, which can help you target better.
- Assess ads based on campaign stage metrics: Checking how ads do at different stages of the funnel (top, middle, bottom) ensures they are effective at moving leads forward.
- Review CRM reports: Looking at how the campaign affects sales activities tells you if your efforts are working.
- Compare the last 7 days’ CPC, reach, and frequency against the previous week: This comparison helps spot trends and make quick adjustments.
Monthly analysis
Monthly performance assessments give you a chance to cull underperforming ads, see which creatives are winning, and adjust your ongoing LinkedIn advertising strategy.
- Pause ads that are underperforming: Stopping ads that aren’t doing well saves money and lets you focus on better-performing ones.
- Spot opportunities to feature new employees in Talent Lead ads: New content keeps your campaign interesting and can attract different people.
- Evaluate monthly performance against your target metrics: Checking if you’re meeting your goals each month shows where you might need to change your plan.
- For ABM campaigns, check funnel metrics for targeted accounts: This checks how well your ads are working on specific business accounts.
- Review all or a sample of deals in CRM to trace back the sources: Knowing where the best leads come from helps you focus on what works. UTM tags are your friends here.
- Export visitor identification results to derive actionable insights: Seeing who visits your site from ads tells you about their interest and potential to become customers. I use HappierLeads, Warmly, and Clarity to help figure out who is visiting what page from where.
- Introduce new creatives if ad frequency and budget allow: Fresh ads keep people interested and engaged.
- Analyze the 30-day trends in CPC, reach, and frequency to adjust strategies: Looking at longer-term data helps you make better decisions.
- Review and adjust audience sizes, which are included in the campaign names: This ensures your ads are still targeting the right people as audience sizes change.
- Collaborate with sales teams to align on lead quality and quantity: Talking regularly with sales teams helps make sure the leads from your ads are good quality.
Final thoughts
Monitoring your LinkedIn ad campaigns regularly is crucial. It helps you spend your budget wisely, reach the right people, and improve your ads over time.
By following this checklist, you can make sure your campaigns are always moving in the right direction.