LinkedIn Advertisement Campaign

LinkedIn Campaign

A. Banners and sponsored posts campaigns

1. LinkedIn target selection offer poor results

With LinkedIn, you can select categories to build your campaign. However, criteria are really wide, and LinkedIn does not offer the possibility to combine them easily. Furthermore, people can enter their topic of interest by themselves, so it is not always related to their actual needs. The answers we receive could be completely irrelevant.

• Result: a cost per click of 8-10 EUR, and, bad quality clicks

2. Mepax builds its contact selection in its own way

Rather than using LinkedIn categories, we do a market study to find the right targets and we manually enter the results when we set the selection: we identify the right targets and we set our own criteria (company, groups, media…).

• Result: a cost per click of 3 EUR including our fees and good quality clicks 

3. Requirements

Like a traditional campaign, we need the advertisement material (Banner or text and image for sponsored post) + a Landing page.

Campaigns can be launched from your client LinkedIn account (please note, we need to be granted administrator access) or from our account.

It is flexible:

• Campaigns can be stopped / modified / relaunched at any time.
• We usually set a budget at the beginning, but money is spent on a daily basis and it could be stopped at any time.
• Campaigns can be customized by country as we do for Keyence, Emerson, Danfoss, Analog Devices, …

4. Results

LinkedIn provides statistics in real time: Impression (usually 100 impressions/1 EUR), clicks, engagement (Like, share, …)

Please find hereafter an example with a campaign for Analog Devices. One of them is for IoT. Please note that LinkedIn is really useful in this context, as traditional media advertisement options are not so attractive in this field, this is because media are not so strong in this field. Furthermore, most of the IoT targets will have access to LinkedIn and won’t have access to specialized media (age, habit of reading…).

B. InMail

1. Definition

LinkedIn offers the possibility to send private messages. Target selection option is similar to the one of “Banner and Sponsored post”.

2. Strong Point: response rate

An InMail costs 0,2-0,3 EUR, but the click rate is higher than 50%. The cost per click is then about 0.5 EUR and if selection is good, the click quality is very good.

It offers Leads.

3. Requirements

InMail offer less Reach: about 4 impressions for 1 EUR, again 100 for “Banner and Sponsored post”.

The sender should be somebody from your client and should be identified in a proper way when sending the InMail, because some targets will answer directly to the InMail sender. To do this, we just need the authorization of the client employee. It could be a global sender, or a sender by country.

Example:

InMail to invite people to participate in a Techday. 20 people actually came thanks to the LinkedIn campaign. The engagement rate was about 70%. Result is great and it means also that the target selection was relevant.