From a guy who spent $89,904.19 on his own Linkedin Ads this year so far
Top Lessons
1. Get text ads…like now
-Text ads show up to the right of the feed and are very simple ads. No image, just text.
They are very high impression and low-cost touches that have been proven to play a role in many conversion journeys.
High frequency means you’ll probably want 20+ ads in this campaign if used as a 90-day retargeting group as I’d recommend.
2. Get 3rd party insights to drill down into demographics.
Most B2B companies start with targeting that looks like this:
company size 10-500 or 500+
10 industiest they serve
3-4 countries they work with
But one thing we realize is that conversion rates and cost per conversions can vary dramatically from group to group.
Example
Capital markets – Cost per conversion = $357
Financial services – Cost per conversion = $239
Marketing – Cost per conversion = $150
Public relationships – Cost per conversion $755
Same goes for company size and geography.
Unless you want to micro-segment your campaigns (have dozens of campaigns that seek to isolate the different variables), having a 3rd party software like agency analytics (what we use) can be great at showing you the breakdown of results by demographic.
I use this info to then modify and improve my campaign targeting and optimize results.
You typically need 3-4 months of data for this to be relevant.
3. Ad Scheduling
Conversion rates also vary greatly by time of day and day of the week.
One thing I’ve implemented this year was scheduling our LinkedIn ads by day and day part.
I dial back most of our ads over the weekend and after 11 pm
We also go light on Monday and then hit Tuesday very hard.
Impactable has it’s own ad scheduling tool since Linkedin doesn’t actually offer this yet.
4. Pay attention to frequency.
There is a lot of debate around how many ads to have in a campaign if you should include all of your assets upfront or in the retargeting etc.
Let frequency be your guide.
Have a 90-day retargeting campaign with a 90-day frequency of 11? Ok, then you need 11 ads in that campaign set to even distribution for an evergreen approach that continues to serve fresh ads to those prospects over the 90 days.
Have a cold campaign with a frequency of 1.7?
Ok, then you need to dial the creatives down to your best 2 ads.