LinkedIn Ads: Case Study
When talking about sponsored content and investing your money into marketing, it might feel a bit overwhelming. We completely understand that, and we have to admit that we’ve been there too.
LinkedIn and LinkedIn Ads are our daily bread, and we cannot describe enough how much potential this platform has to offer you but, if you're still feeling skeptical, don’t worry, we’ll show you why it’s totally worth it.
Pause for a second and just imagine being able to reach an audience beyond the followers you have, receiving messages from the leads you're looking for, or even having your content directed at your target audience. That sounds amazing, doesn’t it? And those are only a few of the numerous benefits LinkedIn Ads has for you.
If you have been wondering if you are ready to invest in well-built sponsored content with LinkedIn Ads, this is your sign to do so.
Let’s take a look at some evidence:
An organization has been dedicated for over 100 years to selling furniture pieces to other businesses. They have helped innovate and grow other organizations, and as a result, they have become the leading manufacturer for offices, hospitals, and classrooms.
Their LinkedIn Ads strategy should be focused on the following:
Reach and encourage the ideal audience of influential decision-makers on LinkedIn to learn more about the company's range of products and services.
Generate signups for the email list, which provides information about the company and how it designs spaces to help people learn and work better.
Wondering if they were able to reach these goals? Spoiler alert… they did! We’ve even exceeded their expectations! Take a look at the results yourself!
Click-Through Rate (CTR) and impressions
CTR and Impressions Growth Rate within 5 Months
First, let us remind you what the click-through rate and impressions are. They both are marketing analytics KPIs that allow you to have a better understanding of the performance of your campaign. Click-Through Rate (CTR) illustrates the percentage of users who saw an ad and clicked on it, while Impressions, on the other hand, are the number of times a post was shown to LinkedIn members. So, the ideal scenario is to have increasing CTRs and impressions.
The LinkedIn Ads campaign behavior evidenced very promising results, maintaining a healthy CTR of 0.41%, compared to the benchmark of 0.30% for a healthy campaign. Additionally to that, when analyzing both CTR and impressions, the growth rate reached over 200% from month 1 (October) to month 5 (February).
Cost per mille (CPM)
CPM Decreasing During 5 Months
Cost Per Thousand Impressions, also known as Cost Per Mille (CPM), refers to how much money it costs you to reach 1,000 people. When talking about costs, you’ll want to decrease this KPI as much as possible. To give you an idea, the average CPM on LinkedIn is about $33.80 per 1000 impressions. Within the five months of working with the furniture company, we’ve reached an average CPM of $21.44.
Cost Per Click (CPC)
CPM Decreasing During 5 Months
Now, let’s get into Cost Per Clicks (CPC), which is a KPI you’ll also want to decrease as much as possible as well since it represents the cost of the audience clicking on your ad. For the first five months of the campaign, Mutare’s efforts reached a low cost per click with an average of $5.77 per click compared to the average CPC on LinkedIn for Senior Decision Makers of $7.2.
By using sponsored content, the furniture company was able to better focus their online marketing to their targeted audience, and the numbers tell you all about the success. The company's LinkedIn Ads strategy was shifted to grow brand awareness, generate more website traffic, and increase lead generation.
Ready to launch your LinkedIn Ads strategies? Schedule a meeting with one of our sales representatives here
