For a B2B campaign trying to directly reach the guys and gals who hang out in the C-suite, LinkedIn seems like the logical option. You can target your creative by job title, geographic location, company size, and industry. It can’t not work, or so we thought.
In October of 2017, we launched a campaign promoting IT management services for our long-time client, JD Young. As we pieced our strategy together we figured this would be the perfect campaign to give LinkedIn ads a try. We had used them a few times in the past, but ultimately found them to be expensive and ineffective. However, LinkedIn had made some changes to their ad platform since then and we found some article with favorable options, so we decided to dip our toes in.
Here’s what happened.
We ran three ads with drastically different creative (two were videos, one was a static image) for one month budgeting $100 per ad. To get a comparison, we also ran the same ads on Facebook. Here are the numbers we got during this month-long trial run with LinkedIn.
Video ad 1
Video ad 2