Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

4C Improves Performance Across Multiple Ad Types On LinkedIn

2,885 views

Published on

At LinkedIn, we focus on providing marketing solutions that help clients meet their objectives at every stage of the funnel. Since success can be achieved in multiple ways, evaluating performance across products and across the entire marketing funnel is an important factor when determining ROI.

We recently rebranded our partner program as Ads Partners (it used to be Sponsored Updates Partners) to reflect the availability of both Sponsored Updates and Text Ads products with the program. To explore the benefits of running multiple products, our Certified Ads Partner, 4C Insights, worked with us to examine the lift of leveraging Sponsored Updates and Text Ads simultaneously.

We hypothesized the blended eCPC and eCTR of both products would lead to better efficiency for advertisers using direct response campaigns. These two products offer competitive auction-based CPC, identical targeting options, unique placement options, and device availability to make sure the right ad is in front of the right person at the right time.

4C Insights tested this theory with its own marketing campaign on LinkedIn, targeting senior marketing professionals over a one-month period with both Sponsored Updates and Text Ads. The results were promising:
- 78 percent improvement in CPM and 11 percent more efficient CPC on the days when both ad types were running
- Sponsored Updates' CTR improved 50% when accompanied by Text Ads.

Integrated marketing has always proved to be a strong strategy for B2B marketers, and the combination of Sponsored Updates and Text Ads proved no exception. For a deeper dive into 4C Insights' test of Sponsored Updates and Text Ads, take a look at this case study.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

4C Improves Performance Across Multiple Ad Types On LinkedIn

  1. 1. BACKGROUND 4C is powering the future of advertising with software that improves media planning, buying, and measurement. A data science company, 4C provides brands, agencies, and networks with actionable audience insights that increase advertising effectiveness and efficiency across social, mobile, digital, TV, and more. 4C is the first company that earned distinctions of being Twitter Ads Certified, a Facebook Marketing Partner, Instagram Ads API Partner, LinkedIn Certified Ads Partner, and Pinterest Marketing Developer Partner; giving advertisers single sign-in capabilities across all 5 social networks. CHALLENGES LinkedIn offers multiple ad types, which creates a limitless combination of strategies for reaching customers and prospects. However, this also makes it difficult to find the optimal mix of LinkedIn ad types that will maximize performance. IMPROVES PERFORMANCE Across Multiple Ad Types on LinkedIn 4CINSIGHTS.COM | 14C Improves Performance Across Multiple Ad Types on LinkedIn In addition to helping advertisers target, buy, and measure social ads through its Social Ads platform, 4C utilizes LinkedIn as a demand generation tool for new customer acquisition. To maximize value, 4C needed to determine the best combination of LinkedIn ad types that would reach a niche B2B audience. SOLUTION To identify the optimum combination of LinkedIn Sponsored Updates and Text Ads, 4C data scientists ran a variety of lead generation creative over a one-month period. Using 4C’s Social Ads platform, the initiative targeted marketing, broadcasting, and public relations professionals. To maximize value, 4C needed to determine the best combination of LinkedIn ad types that would reach a niche B2B audience.
  2. 2. RESULTS 4C demonstrated significant synergies and performance improvements when LinkedIn Sponsored Updates and Text Ads were run simultaneously. IMPROVES PERFORMANCE Across Multiple Ad Types on LinkedIn 4CINSIGHTS.COM | 24C Improves Performance Across Multiple Ad Types on LinkedIn Sponsored Updates CTR 0% 0.5% 1% Sponsored Updates Only Sponsored Updates + Text Ads Average Daily CPC $0 $4 $8 Single Ad Type Both Ad Types Average Daily CPM $0 $5 $10 Single Ad Type Both Ad Types Results showed a 78% improvement in CPM and 11% more efficient CPC on the days when the both ad types were running versus a single ad type. Sponsored Updates CTR improved 50% when accompanied by Text Ads. Run LinkedIn Sponsored Updates and Text Ads simultaneously for CPC and CTR improvement Reinforce value proposition with similar messaging across Sponsored Updates and Text Ads Use identical target audience for each pair of ad types and tailor creative to audience BEST PRACTICES

×