Marketing · Advertising

What's your experience with sponsored LinkedIn ads?

Lawrence Lerner Digitalization and Transformation Coach

March 26th, 2015

LinkedIn has the right target audience for my business opportunites. That is, the buyers (right company, right roles) are on LinkedIn. I can narrow the search to get a relatively focused group.

  • What are some of your lessons learned using sponsored ads?
  • How do you judge the optimal spend overall and per day? I am using the "pay when a user clicks" model. That is how many clicks or what percentage should I see per day?
  • What's important that I haven't asked?



Aleksandra Czajka Freelance Senior Software Engineer, Developer, Web Developer, Programmer - Full Stack

March 26th, 2015

In my experience, which has been with a HR based product, LinkedIn Ads are much much better than google or facebook ads. They get better quality click through rates and are more accurate as far as who they show the ads to. They are also cheaper and way easy to operate. Further, they are aimed at someone doing A B testing with ads so they have an easy platform for that which makes it easy to track the different kinds of ads, disable the ones that aren't working and move your funds toward the ones that are working. 

I would definitely recommend LinkedIn ads for testing an MVP and monitoring AB testing ads as well as for more established businesses. However, for more established businesses, I would suggest you run a week or with your target audience and see how it goes. If it doesnt, switch up the audience, etc. So, whether it's a start-up or a more mature business, make sure to test your strategy on there at first, and then when you got it, let it go and gain clients, monitoring regurarly.

Hope that helps,
Best
Aleks

Jonah Story I adjust, create or rescue brand identities. Then I market them. ► www.about.me/jonahstory.

March 27th, 2015

Hey Lawrence a couple things. If your target customer profile is on Linkedin then test the ads. Spending $500 to test your hypothesis is a good range. If it works then do more. But just keep in mind what the goal is and make sure your path to that goal is focused and your metrics for measurement are tied to it. Furthermore finding prospects isn't normally the key problem for most companies. Conversion however is. Make sure the user experience is well designed. Happy to help more if you need, just message me.

Geoff Tucker Is your marketing automation working for you -- or against you?

March 26th, 2015

Great questions, Lawrence.

In my experience using Sponsored Updates, they did an effective job at driving traffic to our website (this was at my last job). The targeting was very good and I noticed a traffic boost attributable to these.

I think PPC is a good starting place to find a baseline. It lets you pretty clearly see how interested people are in your offer. CPM is more about impressions/brand building IMO.

As for what should you see each day, there is no external or objective answer to use. You have test it for a period that your budget allows and see how it performs for you. To make your test valid, plan a month's worth of sponsored updates against your regular status updates and test your offer with different language (A/B) to see if you can determine any phrasing that brings a measurable lift or not. Document it clearly with the hypothesis(es) that you want to test as well so you know if you are getting what you want. That is, "If I use 'free' versus 'complimentary' will that increase yield?" Some audiences respond differently to those two words.

This is one of those efforts that you won't know what you will get until you try it and focus on it. After you go through several rounds, you should have enough insight that you know what works and what doesn't, then you can segue into auto-pilot mode with those offers that are proven to work. Next you'll want to test new offers the same way, building a library of reusable ones. This can also inform any other type of paid promotion you do such as Google AdWords, etc.

Hope that helps.

Anonymous

March 26th, 2015

I don't know your business and we only tested, but promoted relevant content seemed to do the best. So if you have a white paper or a blog post or something that is content marketing that had the best performance. That said, it doesn't usually turn into a sale at that moment, so it just depends on your strategy.

Jonah Story I adjust, create or rescue brand identities. Then I market them. ► www.about.me/jonahstory.

April 6th, 2015

You're welcome Lawrence. Some great thoughts in here. AJ, I like your 3 tiers. I do something like that, too. 

Chelli Miller Strategic Advisor for Life Science Companies | IR | Digital Branding, Sales & Marketing | Linkedin Expert

March 26th, 2015

I agree with Lucas on the content strategy. I lay a solid content marketing foundation, "social proof" topics through sharing other people's content first, earning the "right" to self promote.

Then when you do a targeted ad on any channel and you get people to look at you they find a credible thought leader in your category.

I use a start-up content marketing platform that provides me with real-time insights on what my audience likes/doesn't like giving me the opportunity to pivot my messaging if it's not work or expand it if it is working.

Larry Kuperman Director of Business Development at Night Dive Studios

March 26th, 2015

I haven't placed ads on LinkedIn, my experience is with Facebook and Twitter, but let me offer a user perspective. I only click on LinkedIn ads that have an informational focus, that at least tease me that they will tell me something that I need to know. I am averse to ads that have a purely product focus, and I have seen a backlash on LinkedIn against ads that are formulated in this way.

Iulia Schlub Senior Manager, SMB Acquisitions Strategy at PayPal

April 7th, 2015

I've had excellent results with LinkedIn, but on a mixed sponsored Ads + InMail campaign. 
On the B2B segment I found Sponsored ads to be a good warm up, but they don't do the full job in terms of converting. That's when InMails come into place. Send after 1-2 weeks of sponsored ads, they produced up to 78% conversion rate. It's all about the tone of voice and the offer, of course.

AJ Wilcox LinkedIn Advertising Consultant/Evangelist/Speaker

April 6th, 2015

Lawrence, late to the game here, but I love LinkedIn Advertising. I echo the above sentiments that a content offer will perform best (use retargeting and email to nurture the prospects once you've brought in your ideal audience) and run a small test.

On the test, though, I'd advise running too small of an amount through an audience as a test. I recommend to my clients to run about $1,500 through an audience before making a call on whether it:
1. Is awesome
2. Is expensive, but shows promise and can be optimized
3. Not working