Understanding User Behaviour Shifts and Their Impact on LinkedIn Ad Performance
Are your LinkedIn ads being missed or ignored in the non-stop stream of mobile content? The way that professionals are using LinkedIn has seen a revolutionary shift, led by the popularity of mobile devices. Having knowledge of these evolving trends in user behavior is critical to optimise your performance on LinkedIn and ensure that your valuable marketing messages are not only lost in the “mobile scroll”. We can help you craft strong LinkedIn advertising campaigns that reach today’s busy professional audience.
The Rise of the Mobile-First Professional
Gone are the days when LinkedIn was pretty much accessed only on desktop. Today, the typical user is increasingly engaging with the site via their smartphones and tablets. Mobile-first behavior has profound implications for the way in which humans consume content. On mobile, attention is lower, and individuals habitually scroll through their feeds quickly, looking for bite-sized, easy-to-consume info. Your LinkedIn ads must therefore be created with this rapid consumption in a bid to break through the noise.
The Impact of Shorter Attention Spans on Ad Creative
The prevalence of the “mobile scroll” demands a rethink of your LinkedIn ad creative. Great slabs of text and complex visuals are less likely to get noticed on a small screen. Short and snappy messaging, coupled with visually arresting and easily interpretable imagery or video, is the order of the day. It’s best to focus on clear, concise value propositions and compelling calls to action that resonate with the speed-of-mobile user.
The Importance of Strategic Ad Placement and Format
Understanding how users are interacting with the LinkedIn mobile feed is key to effective ad placement and format selection. Native ad formats that are integrated entirely into the user’s feed perform better than interruptive display ads. Sponsored Content, Carousel Ads, and Video Ads, which are optimised for mobile consumption, can be more effective at commanding attention as users are scrolling through similar professional news.
Optimising Landing Pages for the Mobile Experience
Driving traffic to a non-mobile-friendly landing page from your LinkedIn ads is an absolute surefire way to lose potential leads. When people tap on your ad on their mobile phone, they are looking for a simple-to-use and responsive mobile experience. Lagging page loads, cluttered designs, and difficult-to-use forms will lead to high bounce rates and ad spend wasted. We ensure that all your LinkedIn ads’ landing pages are fully optimised for mobile, providing the visitor with a smooth and engaging user experience that leads to conversions.
Adapting Your LinkedIn Strategy for the Mobile Era
Disregarding the underlying transition to mobile user behavior on LinkedIn is an expensive error for any company that invests in LinkedIn advertising. Join us to drive through the mobile landscape and maximise the impact of your LinkedIn advertising campaigns.
