5 Things We've Learned After a Year With LinkedIn Ads

HubSpot客户已经成功合并了LinkedIn Sponsored Contentand inbound for years now, using these powerful social ads to get more from their content and inbound strategy. We’ve had the opportunity to review the results from our customers who utilize both HubpSpot and LinkedIn Sponsored Content and we’re excited to share what we’ve learned.

LinkedIn Sponsored Content isn't just for awareness.

Many people think social ads are only good for generating top of funnel awareness and that they can't drive leads and create customers. However, HubSpot customers have been driving a huge amount of conversions from Sponsored Content. On average U.S. customers drive a 6.1% conversion rate from LinkedIn Ads, an impressive number.

For context the average conversion rate for B2B advertisers onGoogle搜索是2.58％. Globally our customers are performing even better. When we look at all regions, customers converted traffic to their landing pages at 9% from LinkedIn ads. It’s important to note that the CPCs on LinkedIn are much higher than search and other social networks so you’re paying more for this higher CVR. In the US HubSpot customers using ads paid around $5.74 per click on LinkedIn, they only paid $3.35 per click on AdWords. If you break these numbers down even further, our customers paid about 90$ per lead through LinkedIn ads and $125 for AdWords leads. These numbers aren’t by any means conclusive and a smart strategy usually involves search and social ads. We think it's safe to put the myth that LinkedIn ads aren’t great for conversions, to rest.

LinkedIn赞助内容的全球HubSpot客户平均转换率为9％。

点击率确实很重要。

As you can imagine these larger images perform much better than the simple thumbnail images. They also offer new formats that you can publish in such as Power Point. Make sure to use the new images when building your ads and focus on a relevant image that will help your ads cut through the noise and connect with users.

If you're not testing you're losing money.

当我们查看通过LinkedIn广告进行最多转换的客户时，每个广告系列中都有多个广告。关键是测试不同的创意选项，以查看哪些广告推动了最多的转换。当他们找到获胜的创意组合时，他们将更多的预算投入到这些广告和运动中，以最低的成本推动潜在客户。启动广告系列时，请尝试不同的图像，复制和CTA。您的所有广告都将针对相同的受众，并导致相同的着陆页，但是对创意的几乎没有调整可以对点击率产生重大影响。通常很难说出新的受众会做出回应，从而获得创造力并根据您看到的数据来确定什么作用。

健康的LinkedIn公司页面使精彩的bob全站app广告变得更加容易。

高出几个我们的表演做广告rs had big, healthy LinkedIn pages with lots of engagement. They would often test a post or offer organically on their page first and only sponsor it (turn it into an ad) if it performed well with their organic audience. This helps them ensure they’ll get the most out of their budget. This doesn’t mean you shouldn’t use ads if your page is small, but consider building your organic audience first to at least a few hundred followers before sponsoring content. You can do this through a strong inbound content strategy. Share your best content on LinkedIn and take advantage of the social and viral aspects of the network. Make sure your employees are active and sharing on your LinkedIn page to help give your page a boost.

确保将广告和入站结合起来，以产生最大的影响。

我们所有表现出色的广告客户都将广告与入站结合在一起。他们的广告是整体运动的一部分。他们有很棒的内容，使他们变成了要约。他们使用了优化的着陆页和简单的形式。他们通过博客和社交渠道促进了内容，并使用广告来扩大表现最好的报价。这种方法很重要，因为B2B购买者在购买之前通常需要多个触摸。这可能是短暂的或很长的，具体取决于您的行业，但是人们在购买之前在网上进行越来越多的研究，LinkedIn已成为他们了解产品和服务的重要场所。