More recently we’ve been pushing client spend into LinkedIn advertising and away from other digital channels. Why? Three main reasons: a) the audience targeting options available b) the option of sponsored posts as an ad format c) the return we are seeing from client campaigns.
Before LinkedIn Sponsored Post ad formats came along, the entrance-level advertising options were quite limited- you only had the option of running text or video ads across multiple pages on LinkedIn, looking something similar to the below:
The problem with these ads is that they appear on the bottom right-hand side of the LinkedIn pages and rarely on the Homepage/News Feed- where users will generally spend most of their time, so they are easy to miss. Performance stats showed us that while our clients were getting thousands of impressions of their ads for a low CPM, there were very few clicks on the ads never mind conversions being generated.
However, with the option to now use Sponsored Updates (updates that appear directly in the News Feed), the results from client campaigns from these ad formats have been very positive:
The appear more native than the alternative text ads, there is more space for text and images and they take up much more real estate on the page.
The other big draw of LinkedIn is the targeting options available- being able to spread your message to target people by their listed:
– Job Title
– Skill Set
– Company Name
– Job Function
– Job Seniority
– LinkedIn Groups they have joined
The above is just a selection of targeting options available!
In terms of cost-per-click, we’ve always found no matter what ad format we choose, the CPC’s on LinkedIn tend to be higher than other channels, with average CPC’s around €2- €3. However, this is a small price to pay when you can get quality traffic to your website- traffic from LinkedIn ads for some recent campaigns showed conversion rates that were between 20-30% higher when compared to other channels.
Naturally, the suitability of LinkedIn has to match campaign objectives and the right audience but Sponsored Updates (over text ads) on LinkedIn are certainly worth considering, especially if you are trying to target a B2B audience and have a LinkedIn company profile.