Goal of the LinkedIn campaign

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Below is an example of what optimizing a campaign yields. Once sufficient data was collected, we started optimizing. Optimizing can be done, for example, by turning off poorly performing ads from your A/B test. Or by adjusting the target group.

In the example below you can see what happened when we adjusted the target group on October 2. The CPC (cost per click) then started to decrease. On October 6, we optimized again. This again led to a decrease in the cost per click. You can see a third optimization on October 10. Unfortunately, this action did not have the desired effect, so the campaign was ended on October 11.

CPC

We read and hear many stories from people who advertise on LinkedIn and then quickly come to the conclusion that it does not yield what they expected. Often, there has not been good or long enough testing, and certainly no optimization in the meantime. Conclusion: if your first campaign on LinkedIn does not yield the results you had hoped for, it does not mean that the platform does not work. One test = no test.

Tip 4. Think before you spend!
Is your advertising budget for a campaign clear? Then it is important to think about how you can spend this money as effectively as possible. To determine the costs for your advertisement, LinkedIn works with a bidding system that is based on an auction system.

LinkedIn offers various choices in its auction system. Our experience is that people hardly think about this point and make a certain choice by default. Or blindly rely on the direction in which you are guided by the Campaign Manager.


Think about when to choose CPC (Cost Per Click), CPV (Cost Per View) or CPM (Cost Per Mille). What you choose fax lists depends on your goals. But you can also choose one of these types of bids based on past or expected results.

Then you determine your bid. LinkedIn provides a bandwidth for the bid and makes a bid suggestion. But is it smart to always follow this? For example, what is the urgency of your campaign? If you still want to attract visitors for an event that takes place in two weeks, there are different considerations than if you start a campaign to download a whitepaper. Think before you spend!

LinkedIn body suggestion

Are you working with an agency? Then clearly agree on how campaigns are fed back. Make sure that you (interim) have insight into how your euros are spent. And to what results that has led.

In our view, this goes further than reporting a reach or a CTR ( click through rate ). How was bidding done? Which optimizations were done when? How many conversions took place? What is the Return On Ad Spend? With conversion tracking, for example, these last two results can be mapped out well.