The holy grail for any paid media manager is knowing which ads are the most effective. Tips for creating an effective LinkedIn Ad campaign This can help you save valuable time when making decisions about where to invest your social media budget. Our Advertise tool provides an overview, tracking your different campaigns efforts across Facebook, Instagram, and LinkedIn. This helps to easily spot budgets, results, and performance – then benchmark them to one another. One of the most useful things you can do for your advertising efforts is to keep your social media campaigns all in one place. Do your own math, and draw your own conclusions.” - Katrina Aaslaid, Paid Media Manager at Brandwatch. “Before deciding whether or not to run a campaign on LinkedIn, look and compare your other campaigns running on Instagram, Facebook, and LinkedIn itself of course. This type of reasoning is fundamental to understanding how much you can afford with your ads, because you’ll know the exact amount you are willing to spend to get a lead from an ad. By calculating how many leads we receive for each ad, and how many then convert down the funnel, and by knowing the actual value of a customer, we’re then able to know how much we are willing to spend for an ad. CLTV = $20 dollars x 15 times / 5 years.Įqually, you should also try to understand how much it costs your business to turn a prospect into a client. If, on average, they spend $20 per meal, their CLTV will be $60. This means, in five years she will visit us around 15 times total. Let’s say that we know a customer usually stays loyal for five years, and that they visit our restaurant three times per year. This number considers how much revenue a customer brings on average, in a set time period.įor example, let’s assume we’re selling burgers. To decide if it makes sense to invest in LinkedIn Ads or not, you need to have a clear understanding of your company’s Customer Lifetime Value (CLTV). In fact, LinkedIn’s cost per click is almost 50% higher than on Instagram. On average, they cost more than ads on other social platforms, like Twitter and Instagram. Did you know, in the B2B world, it takes around 11 exposures of your brand before prospects to convert? So, while using LinkedIn ads to run awareness campaigns is a great strategy, LinkedIn retargeting campaigns are excellent for keeping prospects interested across your funnel. LinkedIn is an excellent tool for awareness and consideration. So, feeding them with educational content can be an excellent way to push them further down your sales funnel. Plus, in the B2B world, it takes a while to convert users. Reports, webinars, and on-demand content all work brilliantly on LinkedIn. With this influence, you can create educational and insightful content as part of your marketing activities. Its reputation is sturdy, reliable, and knowledgeable. Professionals use LinkedIn to consume informative and quality content. There is plenty of choice in the ways you can reach your target audience. LinkedIn also offers several ads formats, from text and display ads to InMails and sponsored content. LinkedIn offers specific segments – very focused on job-related sociodemographics – which makes advertising on the platform even more appealing to B2B brands. But our product was too cheap and the ads were too expensive, so it made no economic sense.” - Katrina Aaslaid, Paid Media Manager at Brandwatch.Īnother thing to consider is targeting options. “While working for a B2C company, I did try LinkedIn ads. Generally speaking, LinkedIn Ads are used mostly by B2B brands, as these companies usually sell expensive products and are willing to pay a high price for conversions. In order to understand if LinkedIn is the right platform for your brand, consider the price per unit of your products, and the type of audience you want to reach. This is even more vital when considering expensive advertising platforms like LinkedIn. You need to figure out which can help you optimize your marketing efforts the most. As a brand, you need to identify which advertising platforms make sense for you. We talked with Katrina Aaslaid, Brandwatch’s own Paid Media Manager, to hear what she learnt from years of experience advertising on LinkedIn. However, LinkedIn Ads aren’t suitable for all businesses. Given its size and purpose, LinkedIn has become increasingly popular for brands and advertisers – to not only promote their job offers, but also as a powerful advertising tool to reach specific audiences. It’s the go-to place for working professionals to get educational content and the latest industry knowledge. With time, LinkedIn has become the largest online community of business professionals.
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