Powered with over 630 million professionals and with Australian netizens preferring Twitter to LinkedIn in 2020, LinkedIn is one of the most potent ways of reaching a network of professionals and has helped businesses attain incredible results when it comes to scoring new leads, clients and revenue.

LinkedIn is one of the most robust content distribution platforms that strategically understands their audience. However, like all social platforms it can contain a lot of noise – from fluff and self-promotion to endless attempts at reinventing the social communication wheel.

The trick to successfully marketing on LinkedIn lies in targeting your communication and ads to those who are truly interested in your subject matter while boosting your Click Through Rates (CTRs) by following some simple strategies.

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Ways to Increase CTR on LinkedIn

Let’s look at eight simple tricks that will assist in increasing your CTR on LinkedIn; while spinning a fresher perspective on your ads and without burning a hole in your budget:

When in doubt, always use a professional tone of voice to run a successful LinkedIn ad campaign. Keep your copy clutter-free and always make sure there is no errors.

When it comes to advertising on LinkedIn, it is also well known that consumers engage more with personalised communication, tailored to their interests and preferences. This is the foremost reason why dynamic ads are more likely to result in a higher CTR.

Creating a content calendar for a range of LinkedIn ad formats, such as text campaigns, dynamic ad campaigns, and image ads is highly recommended. Consistently posting engaging posts and ads helps with brand recognition and engagement, which in turn increases CTRs.

Also, remember to rest your ads, so your audience does not get blind to your content. You can always re-launch them at a later stage.

It’s an old theory that still stands the test of time – posting eye-catching, professional photographs can help increase your CTR.

The right photo can stand out to your audience, help convey your message and, if it resonates with your readers, it can result in higher ‘likes’ and ‘comments’. When you are posting professional photos of yourself, whether with teammates or while giving presentations, you tend to garner increased engagement and CTR.

Don’t be afraid to let your pictures reveal your professional personality – this will increase your likability, engagement levels and your following on LinkedIn.

Engaging and interacting with other peoples content is a great way to increase your own profile, following and CTR on LinkedIn.

Commenting, opening conversations and asking relevant and pertinent questions can help you on two fronts – demonstrating your knowledge and softly introducing yourself to new connections.

Another approach should be busting common myths in your area of proficiency. Create an active channel of communication, talking about common beliefs by making use of your insider knowledge and experience. It helps people get value by differentiating white noise from reality, while leaving a lasting impression in your reader’s mind of you as an expert.

Calculating what works for your CTR success must be measured by the use of A/B testing on your ads. Once you start doing this, you will be amazed to learn how simple tweaks in punctuation, using numerical rather than words or rephrasing a Call-To-Action button can boost CTR.

Not only this, using slight variations in headline copy or placing an emotionally resonant image in your ad helps you gather conclusive data on what elements to use in future campaigns to increase your CTR. All it takes is a consistent trial and error method to understand which versions of your advertisements are most effective.

While a healthy user engagement in LinkedIn can lead to success, the key lies in being aware of the times when people are active on the platform. Posting content at irregular timings will lead to fewer views and lower visibility.

Studies have revealed that the best time to post on LinkedIn is between 9 am to 10 am. This is because professionals are more likely to be active and engaged with social media content at the start of their working day.

Knowing your audience, by spending time understanding them is a sure-fire way of attracting sizeable CTRs in a short time. Do this by empathising with your audience and using their language when explaining any product or service.

Understand your business from your customer’s perspective. It will help you find out what works for them while selling your product/services. Delivering as per customer requirements is the best way to leverage higher CTRs at every opportunity.

Targeting groups that are relevant to your audience helps in unearthing similar interests, inclinations, likes and dislikes. This allows you to personally identify with a niche audience that would be directly interested in your brand. It will naturally attract more engagement and can help you achieve a higher CTR.


CTR is the classic performance metric that is directly linked with your ability to meet specific business goals.

Once you apply the pointers mentioned above to your LinkedIn campaigns, you can begin getting some trendsetting results that are not possible with other networks.

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