Think you cant daypart your Linkedin Ads? Think again. Linkedin ad scheduling and dayparting are possible and simple, allowing you to optimize the timing of various ad formats for maximum engagement. Ready to reap the rewards? Lets find out more.
Linkedin ad scheduling and dayparting are terms often used interchangeably, but they’re different. Scheduling means choosing which days your ads run on linkedin (for example, selecting weekdays only when your target audience is at work), while dayparting is choosing what times of day your ads run (such as hitting your ideal prospects first thing in the morning when they’re just sitting down at their desks).
You might wonder why im telling you this, seeing as Linkedin doesn’t support scheduling or dayparting on its advertising platform (at least, not without it being a massive pain). But there is a solution.
In this article, well dive deeper into Linkedin ad scheduling and dayparting. Well look at the benefits, but also the reasons why its currently a challenge. Finally, well show you how to easily schedule and daypart your LinkedIn Ads for maximum effectiveness. Ready to get started?
Understanding LinkedIn Ad Scheduling
LinkedIn ad scheduling is the process of planning and organizing the times when your LinkedIn ads are shown to your target audience. This feature allows you to choose specific days and times to run your ads, ensuring that your message reaches the right people at the right time. By scheduling your ads, you can increase the effectiveness of your LinkedIn ad campaigns and maximize your return on investment (ROI).
Imagine being able to pinpoint the exact moments when your target audience is most likely to engage with your content. With LinkedIn ad scheduling, you can do just that. Whether it’s during the morning commute or the afternoon lull, scheduling your ads ensures they appear when your audience is most receptive. This strategic approach not only enhances the visibility of your LinkedIn ads but also boosts their overall impact.
Why you should daypart your LinkedIn ads?
Being able to choose what days and times of the day your Linkedin ads run delivers several significant benefits:
- You can reach your ideal audience of decision-makers at the time they will be most receptive, boosting ad performance
- You have fewer ads going out at undesirable times, making your ad campaign more efficient versus your budget
- Increased engagement with your ad content tells the Linkedin algorithm which creatives work best. Linkedin will then prioritise the best-performing ads, creating a multiplier effect
Incorporating a well-planned ad strategy can further enhance the effectiveness of your LinkedIn ad scheduling efforts.
Look at it this way: theres a reason gambling companies advertise on tv during half-time during football games, or wealth management firms take out full pages in the financial times and city am. Its all about hitting the right people with the right message at the right time.
But how do you do it on Linkedin?
Benefits of Ad Scheduling for LinkedIn Ads
Ad scheduling offers several benefits for LinkedIn ads, including:
- Increased ad relevance: By showing your ads at times when your target audience is most active, you can increase the relevance of your message and improve engagement. Imagine your ad popping up just as your audience is scrolling through LinkedIn during their lunch break – perfect timing!
- Improved ad efficiency: Ad scheduling helps you avoid wasting ad spend on times when your audience is less active, ensuring that your budget is allocated efficiently. No more burning through your ad budget during off-hours when engagement is low.
- Enhanced campaign performance: By scheduling your ads to run during peak hours, you can improve the overall performance of your campaign and achieve better results. Peak times mean peak performance, translating to higher click-through rates and conversions.
- Better targeting: Ad scheduling allows you to target specific times of day when your audience is most likely to be interested in your message, improving the effectiveness of your targeting efforts. Tailoring your ad delivery to your audience’s habits ensures your message hits home.
Audience Insights for Ad Scheduling
To get the most out of ad scheduling, it’s essential to have a deep understanding of your target audience’s behavior and preferences. Here are some key audience insights to consider:
- Time of day: Identify the times of day when your audience is most active and engaged on LinkedIn. Are they early birds or night owls? Knowing this helps you schedule ads for maximum impact.
- Day of the week: Determine which days of the week your audience is most likely to be interested in your message. Perhaps your audience is more engaged on weekdays versus weekends.
- Device usage: Understand which devices your audience uses to access LinkedIn and schedule your ads accordingly. Mobile users might be more active during commutes, while desktop users might engage more during office hours.
- Location: Consider the location of your audience and schedule your ads to run during times when they are most active. Time zones matter – ensure your ads are seen at the right local times.
By leveraging these insights, you can fine-tune your ad scheduling strategy to align perfectly with your audience’s habits, ensuring your LinkedIn ads are always timely and relevant.
Challenges to LinkedIn ad scheduling and dayparting
Currently, the LinkedIn advertising platform doesn’t support scheduling or dayparting.
That’s annoying, isn’t it? But there are ways around it – if you’ve got a bit of time on your hands and you’re super organised.
LinkedIn allows you to set a start and end date for your campaign. But during that set period, you can go on to the platform and manually deactivate it (when you don’t want your ads to be seen) and reactivate it (when you do).
Utilizing bid suggestions can help you optimize your ad spend and ensure your budget is allocated to high-performing segments.
The problem with doing this is:
- It’s a massive pain
- It’s very easy to make mistakes and end up ruining your entire ad campaign
- As it’s manual and all changes happen in real-time, you’ll sometimes find yourself having to switch your ads on and off via your phone (there’s no mobile app). It’s incredibly difficult on the small screen and very easy to press the wrong button!
But look, if you still want to give it a try, I created a free template where you can log the changes you make and the impact it delivers. You can create your own copy from this simple dayparting template. Good luck!
Alternatively, you could use Linklo.
Introducing Linklo
Linklo is a new tool that lets you take back control of your LinkedIn ads. It has all the features to make your LinkedIn ads perform better in terms of efficiency, engagement and ROI – and that includes LinkedIn ad scheduling and dayparting. Linklo also offers tools to refine your bidding strategy, ensuring your ads perform efficiently and within budget.
Here’s how dayparting works on Linklo:
- On the Linklo dashboard, create a schedule. You can do this at Campaign level or Campaign Group level
- Set the days and times you want your LinkedIn ads to run. In the screenshot below, you’ll see we want our ads to go out on Monday, Tuesday and Wednesday between 6 and 10am
- Click Create. And you’re done. It’s that simple!
Linklo gives sophisticated LinkedIn advertisers the functions they need to succeed.
Measuring Ad Scheduling Success
To measure the success of your ad scheduling efforts, track the following key performance indicators (KPIs):
- Ad impressions: Monitor the number of times your ads are shown to your target audience. High impressions during scheduled times indicate effective ad scheduling.
- Click-through rate (CTR): Track the percentage of users who click on your ads after seeing them. A higher CTR during scheduled times suggests your timing is spot-on.
- Conversion rate: Measure the number of users who complete a desired action after clicking on your ad. This could be filling out a form, downloading a resource, or making a purchase.
- Return on ad spend (ROAS): Calculate the revenue generated by your ads compared to the cost of running them. A positive ROAS indicates a successful ad scheduling strategy.
- Ad fatigue: Monitor the frequency of ad impressions to avoid overwhelming your audience and reducing ad effectiveness. Too many impressions can lead to ad fatigue, where your audience starts ignoring your ads.
By tracking these KPIs, you can refine your ad scheduling strategy and optimize your LinkedIn ad campaigns for better performance and ROI. Regularly reviewing these metrics ensures your ads remain effective and your ad spend is well-utilized.
Bonus dayparting tips
Whether you use Linklo to schedule and daypart your LinkedIn ads or you choose to do it manually (seriously, why would you put yourself through it?), here are some final tips to help you find success faster:
- Don’t assume you know. Experiment with different days and dayparts to find work best
- A/B test different creatives
- Keep detailed reports of your results – and let the data point you in the right direction
Always align your dayparting efforts with your campaign objective to ensure your ads meet their intended goals.
Believe it or not, when I was Marketing Manager at a SaaS company, I experimented with manually dayparting LinkedIn ads for three whole months. I would physically go into the platform at 7am to start running ads, then go back in at 9.30am to turn them off. I’d test specific day and time combos throughout the week, as well as split-testing creatives, eBook titles, you name it. And I kept a journal of the whole thing, recording the data every single day.
The result?
From a starting point of £85 CPL (Cost Per Lead), I got it to a consistent £10 CPL for almost two years.
Ready to get started
Running LinkedIn ads campaigns 24/7 kills your budget and massively increases your Cost Per Lead.
So don’t do it.
Linklo makes scheduling and dayparting your LinkedIn ads easy, so you can reap the rewards.
