Paid LinkedIn campaigns can offer a great RoI, are low cost and quick to set up. However, the success of these campaigns relies on the finer details when setting up, and there are a few things marketers need to consider to be successful.
Napier recently held a webinar ‘How to Crush Your First Paid LinkedIn Campaign’, sharing insights into how B2B marketers can crush their first paid LinkedIn campaign, by exploring:
- How to define the best audience for your campaign
- Recommendations to improve performance
- Why demographics are so important
- Ad format options
- Bidding tips
Register to view our webinar on demand by clicking here, and why not get in touch to let us know if our insights helped you.
Napier Webinar: ‘How to Crush Your First Paid LinkedIn Campaign’ Transcript
Speakers:Â Mike Maynard
Okay, good afternoon, everyone. Thank you for attending the latest Napier webinar. Today, we’re going to talk about LinkedIn. And so our webinar is going to tell you how to crush your first LinkedIn campaign. Now, obviously, LinkedIn is a platform that people use for a lot of different things. But in our case, what we’re going to talk about today is we’re going to talk about how to use LinkedIn, for Account Based Marketing, in particular, so it’s really understanding how to do very targeted campaigns on LinkedIn. So really, what we’re going to try and do today comes down to help you understand what works for paid LinkedIn campaigns. So we’re looking to help you crush your paid LinkedIn campaigns, typically paid LinkedIn campaigns have some element of Account Based Marketing. And we’ll talk a little bit about why that is, as we go through. So what are we going to crush today? Well, the first thing we’re going to crush is audiences, we’re going to look at how to get the right audience, and how to make sure you target the right people on LinkedIn. We’re going to talk about using multiple campaigns. And we’re going to help you understand why maybe just running a single campaign is not always the best idea. We’re going to talk about demographics. And in particular, how LinkedIn can give you the demographics of the people who are interacting with your campaigns, which is super important, something that a lot of other platforms are completely unable to do. So you can’t just target based on demographics. But you can also understand the traffic demographics as well. So for example, not only who you’re showing the ad to who you’re targeting, but who actually sees it, and then also who actually engages with that ad. We’re going to look at advert formats, which obviously is very important. LinkedIn offers a large number of advert formats. And finally, we’re going to talk about bidding. So we’re going to help you find out how to bid for LinkedIn ads, and what’s the best strategies are.
Now obviously, LinkedIn is quite a complex platform. So we’re not going to go into a huge amount of detail in any of these sections. But what we’re going to do is give you the key things, the top tips that are going to make sure that your campaign that you run on LinkedIn is successful, there will be some additional things you can do that will optimise and improve the campaign. But if you follow these rules, you can pretty much guarantee that your first campaign is going to go out of the box, being successful working generating the results you want. So it’s going to help you avoid all the pitfalls and also take advantage of some of the tools and techniques we’ve developed here at Napier. So LinkedIn advertising, firstly, is good and bad. And I think most people understand the reason why it’s good. LinkedIn has almost uniquely demographic and thermographic targeting. So you can target people based upon you know, information about themselves. But you can also target them based upon information about the companies that they work for, indeed, companies they’ve worked for in the past. So this is incredibly powerful.
And particularly when you’re looking at running a Account Based Marketing Campaign, it’s obviously vitally important to have that firmographic information, because you want to target people in particular companies or particular industry sectors. And so LinkedIn is quite often the first place that people go for Account Based Marketing, and very often also is the place that they will stay because it is incredibly effective. There is of course, a downside to LinkedIn. And LinkedIn primary downside is cost. If you look at costs, whether that’s measured in terms of cost per 1000, for impressions, cost per click, typically LinkedIn is very, very expensive. So if you look at for example, some of the Account Based Marketing platforms like enrich would be one, one example or demand base, then these platforms will offer much, much lower cost of 1000s and cost per clicks. The important thing to say though, is because we’ve got this demographic and firmographic targeting, LinkedIn gives you very high quality traffic. And if you get it right although you’re paying more to show the Agile paying more For each click, you can actually end up with a much lower cost per action. So whether that’s generating a lead or a sale or or an inquiry, quite often LinkedIn can actually be cost effective when you get to the end of that customer journey, because the quality is so high and the targeting so good. So, you know, the first thing to say is clearly with a high cost, you don’t want to make mistakes. And this is why you need to understand where things go wrong, and how you can avoid the pitfalls. But also LinkedIn absolutely has the potential to be one of your best value advertising channels, if not the best value. Now, before we start, obviously, there’s a number of alternatives to LinkedIn. So you know, you can advertise in trade media, you can use ABM platforms, you want to conduct ABM campaigns, you can use other social media platforms.
So you know, whether that be something like Facebook, which certainly some b2b tech companies use successfully, Google searches and other way to advertise Google Display ads retargeting email, non advertising options. And, you know, indeed, if you go, you know, completely to the extreme, then, you know, banners at Piccadilly Circus would be another way to advertise to potential audience. So, why would people use LinkedIn, it really comes back to this targeting, the fact that LinkedIn brings with it information about who people work for, and what they do in their role, is really the most valuable thing that LinkedIn can can deliver to you. And that can be very important. If you know that your product is something that is bought by CFOs, within large, fast moving consumer goods companies, then you can target those people precisely on LinkedIn, you avoid wasting money on people who are not going to be decision makers. And that therefore means that LinkedIn can be incredibly effective. Of course, you have to be careful about you know, being too precise in your targeting. One of the fundamental concepts of b2b marketing is the concept of a decision making unit, or a buying committee if you’re American. And these basically are groups of people who get together to make decisions about buying. So typically, you see not only people who make decisions, but people who influence the decision people are gatekeepers, etc.
So it’s really important when you’re looking at LinkedIn is not focus only on decision making. But make sure you also have ways to reach the other influences. But assuming we’ve got a campaign, we’re looking at what to do. And we know that we’ve got some very specific targets based upon company and job title. If we look at that, LinkedIn makes an excellent choice. So let’s assume we’ve picked LinkedIn, you know, what’s the first step? Where do we go? Well, as you build a campaign in LinkedIn, the very first thing you’ll do is you’ll actually create audiences. Now, audiences are obviously the people that you’re showing the ad to. And this is an area where it’s really important to get it right. Because these people we’re trying to reach, we need to get them into focus, we need to make sure we get exactly the people we’re trying to target. And LinkedIn is there to help you. But before we start, I think there’s an important warning that we need to make before we kick off with actually looking in detail about the audiences. And this is really simple. LinkedIn, would love you to spend as much money as possible on the platform. This is no different from any other advertising platform. If you look at Google Search, Google display, or indeed trade media or anywhere else, everyone wants you to spend as much money as possible with them. But of course, with LinkedIn, this basically means that LinkedIn is continually pushing you to get larger and larger audiences. Now, sometimes that makes sense. And sometimes it doesn’t. So we might be looking to target you know, a very broad range of people who are involved in a purchasing decision amongst a very wide range of different audience members. Alternatively, we might want to be very specific and pick out one or two very specific people in very specific organisations. And so that might be for example, that your product is only bought by a very specific person or very specific job role, or it might be only applicable to a very small number of companies. I mean, if you look at Napier, for example, and Napier, we can onboard maybe two new clients a month tops that would that would be the most we could onboard.
And so what we don’t want to do is to help drive masses and masses of inquiries, because we’re not going to be able to service them we’re going to disappoint them. And we have other clients who are very very specific as well. I mean freaks example, one of my favourite clients that we have built baggage handling systems for airports, you can only sell a baggage handling system if somebody is building or completely refurbishing an airport terminal. And actually, that’s a very small number of potential buyers every year. So when LinkedIn says, Oh, you’ve only got 1000, people maybe should have 100,000, you know, yes, that would help LinkedIn, you might get people engaged in the airport industry, but you’re not going to get people who are going to buy, because they’re literally aren’t that many people ready to buy an in market at that time. So actually, quite often, when we work with clients, and particularly some of the clients who are selling the high value, lower volume products, what we find is that they’ve got very, very specific people they want to reach. And so this means you quite often end up targeting groups or audiences that are close to the minimum size. And we’ve actually run Account Based Marketing campaigns where we have literally run to audiences that are smaller than the minimum LinkedIn audience. And the only way to do that, then is to add another group of people on. So we’ve done all sorts of things from adding related customers who aren’t really the core audience, but might be there all the way through to where we literally wanted to count specific campaigns, we’ve added the Napier team on to make up the numbers to allow the campaign to run under LinkedIn to hit that minimum number. So we can run a very specific campaign with ads that are specifically about a particular target customer, and not show those to companies that are not relevant. So quite often dealing with how you get that minimum audience. And as I say, particularly if your product has high value, low volume, is a really interesting challenge.
So what we’re looking for really is precision, we’re looking for really precise targeting. And you know, the really interesting thing is precision costs money. So LinkedIn basically, will charge you more than more precisely targeted your audiences. So if you increase the number of filters you use, that will increase your cost per click. So if you start off and just have company and job title, and then you want to look at things like seniority, or something like that, adding those extra filters on will add extra cost. And basically, everything you do is going to cost you more, so the more you target down, the more it will cost. For example, job function generally will have a smaller impact on the cost per click, than job title, job title is clearly more precise, job function is more broad, it’s a really simple indication of how LinkedIn prices in a cost around precision. And it’s easy to look at that and start seeing your cost per click going up and start getting stressed. But the most important thing, I think, if you’re running a campaign, is to remember that almost always, if you’re targeting for a reason, extra precision will be worth the extra cost. And it’s that’s important as long as you thought through who you really want to reach. So again, for example, we talked about the issue of decision making unit, you know, maybe you want to target the influencers, as well as the decision makers to help get that decision made better. So it’s always worth thinking through and making sure you’ve really understood what you’re trying to do, and making sure that the extra precision makes sense. But in general, I would always say go and try and target your ideal audience, rather than open up the campaign and target. Too many people that are irrelevant, because in general, you’ll find that doing that will produce poor results. Just one thing to say on precision, though, if you’re looking to target the C suite, it’s going to cost you money. So typically, a CFO CEO, anybody like that is actually very expensive to target. The reason is, is that lots of people lazily target them, they have a product, they think their product is so important. The CEO is the only person you know who’s going to get involved, he’s going to demand to drive the decision. And so the CEOs, the person they target or the CFO, is the person targeted because they are going to be the person who makes the decision. Quite often. That’s not true. Quite often people who are lower in the organisation actually are really influential, often tend to be the decision makers. So my advice is, the only exception on precision is when it comes to the C suite. And when it comes to the C suite, I would only target the C suite, if they really are your ideal audience. If they’re not your ideal audience, then have a rethink and target people are going to give you better value for your campaign.
Okay, so how do you target Well, this isn’t gonna be a lecture or a webinar. Now that goes through how to operate LinkedIn, if anybody’s interested, you know, feel free to message me. And I’d be really happy to set up a session where we run through how to use LinkedIn and build audiences. But what we’re going to do is we’re going to start giving you some targeting tips. And these are the things that we found really make a difference. So the first thing is to look at using permanent location. And in general, for most of our clients, we find across all programmatic platforms, that actually, when you want to target someone, you want to target them, because that’s where they’re permanently based, not necessarily because they’ve got an interest or they’ve visited there and in recent times, so we always recommend targeting permanent location, rather than opening it up to a location where they’ve been to recently. And this is particularly true of business, to business advertising, because people tend to travel I know, they haven’t travelled very much in the last two years. But as business travel comes back, I think you’ll find that, you know, if it’s not there at their permanent location, then it’s becoming less and less precise. If you’re not targeting a specific list of company names, which quite often happens, and Account Based Marketing, you’re targeting a sector, I would always recommend using company size as a filter. And this is because there’s disproportionately large number of small companies, to big companies.
And so if you’re targeting enterprises, you really want to rule out the SMEs, because that would massively skew your activities. But also, if you have a fairly general job title, you might want to rule out the enterprise as if your sweet spot is SME. Because actually, the enterprises might have a large number of people with a particular job title. So company size is very important if you’re not entering specific company names to target. However, if you can always target specific companies, we spend a lot of time at Napier, building target company lists. And almost without exception, we find that building a list of specific companies and targeting them by name, rather than targeting an industry sector produces far better results. And our clients actually get far better return on investment for paying us to do the research, and then running fewer ads, but making them much more targeted than just targeting an industry sector. So I would always say look at using specific companies, it is worth the time and effort to do the research if you can do that. I mentioned job titles and job functions. Again, when we’re looking at precision, more precision is generally better. Job Titles are almost always better than job functions. job functions are much broader, they can be much less accurate, you get much more of a percentage of spurious matches. So you’re showing ads to people who don’t really make the decision. Job Titles are difficult, because obviously, people doing the same job can actually be called different things in different organisations. And particularly if you’re looking to target multiple industries or markets, their job titles can become very difficult to actually manage and get right. But again, generally, it’s worth putting in the effort to get a list a complete list of job titles, rather than taking a shortcut and just putting in job functions. And then we’ve got two very specific tips. When you’re starting a campaign, I would always say do not enable audience expansion, and do not enable the LinkedIn network. So audience expansion will target people who are like the audience you’ve defined, but not within that audience specification.
And the LinkedIn network will target people on other platforms outside of the call LinkedIn platform. When you start off, both of these can actually be bad, for two reasons. One, they they tend to be less effective, they tend to reduce the performance of your campaign. And secondly, they’re actually blurring the data, what you really want to do is look at, you know, what your targeting is actually delivering. And so particularly audience expansion, can be a really bad thing to choose, because then you’re actually not necessarily showing your ad to the people you think you’re showing. And you can’t make great decisions. Now, having said that, it doesn’t mean to say you shouldn’t target and includes either the LinkedIn network audience expansion later on in the campaign. And that’s always something that you can look at. So for example, if your campaign is incredibly successful, but you don’t know how to expand out the audience to make it bigger, you’ve got more budget, you want more leads, then certainly adding audience expansion can be very effective there. So I think it’s always worth looking at once the campaign is running. But I would never target through audience expansion or using the LinkedIn network.
First time, it’s much easier to manage just on one platform. And with the precise targeting you’ve defined So those are our our targeting tips. I mean, generally very simple. And actually, you know, interestingly, primarily based around companies and job titles, which is really the core of most of the campaigns that we see running successfully on LinkedIn, it’s about finding the people in the right roles in the right companies. And that is what LinkedIn gives you this firmographic and demographic targeting. So the next thing to look at is setting up campaigns and how many campaigns you set up. So my wonderful father used to have this saying that he taught us from, I think, when I was a baby onwards, that there’s only one thing better than one ice cream. And that’s to ice creams. And so there’s only thing one thing better than a LinkedIn campaign is two campaigns. And so the issue is, when you run a campaign in LinkedIn, there’s no option to have differentiated messaging and language for different parts of the audience. So if you want to run ads in different languages, you need to split into multiple campaigns equally, if you’re targeting, for example, two different job roles, you need to split into two different campaigns to have different messaging. Now, obviously, if you’re right down at the minimum audience size, you may not be able to split into two campaigns. But wherever you can, you almost always get the opportunity to tweak the campaign and make it more relevant and more personalised for the audience. So I would always try and split into multiple campaigns to allow differentiated messaging to different audience segments, whether that be by location, language, job role, etc. The other thing to say about segmentation, and this is super important is it lets you understand more about what works and what doesn’t work. So once you’ve segmented multiple campaigns, you can get reporting based on different segments much more easily. So as an example, let’s say, we were looking at targeting people who were in the automotive industry. And we’re looking at two sectors. One was electronics engineers, one was test engineers, we could bundle them all together, they probably would have, you know, if we’re selling test equipment, they probably have, you know, very similar ads, the messaging wouldn’t be hugely different. But once we start running that campaign, we then don’t know whether it’s the electronics engineers or the test engineers, that are really driving the response. There are ways to do this. But it’s harder to get that segmenting into two campaigns removes any questions around which group is performing better. And it allows you to better understand what works and what doesn’t work in your campaign. And it also allows you to optimise more as well. So for example, let’s say the test engineers, the campaign was working really well, the design engineers, it was not, you might want to tweak the messaging for the design engineers to see if you can improve that performance. So always look to split into multiple campaigns. The good news is, is if you don’t split into multiple campaigns, there is a solution that is incredibly helpful. And I call it the magic demographics button.
So when you’re looking in LinkedIn ads campaign results, there’s a magic button called demographics. And it lets you split down the results, it will tell you how many impressions and how many clicks, for example, if it’s sponsored content, you’re getting a particular categories. And it’s actually very detailed, it follows the LinkedIn category. So you can look at who’s who’s seeing the ad and who’s responding by job function, by job title, by company, by company, industry, by seniority, by company size, by location, by country or region. And even by county if you’re running in the UK. So it’s incredibly powerful to let you dig in and find out what’s working and what’s not. And it’s powerful for two reasons. One is clearly you can see where you’re getting the best results, but you can also see if you’re failing to target a particular group. So let’s say for example, we’ll go back to the campaign where we’re trying to target design engineers and test engineers, you might think that those two audiences are roughly the same size, you might expect the impressions to be split fairly evenly. But when you look at demographics, you might find that it’s really, you know, 90% of the impressions are going to design engineers, and only 10% to test engineers. So this demographics button is super helpful to help you understand whether you’re actually reaching the people you think you’re targeting. And there’s also always interesting results where you look at some of the demographics and you think that’s not who I’m targeting. And like any of these programmatic systems, LinkedIn within its algorithm, you know, sometimes seems to do some strange things.
So it’s always worth checking to make sure that you’re not hitting an audience that you really don’t want to hit as well. So, the magic demographics button is really important. And you know, it’s very important when you’re looking at audiences. Obviously, you can’t actually click that button until you have some results. So to get some results, you’ve got to run some ads. So the next question is, what do we do in terms of ad format. There’s lots of different LinkedIn ad formats that are available. So there’s sponsored content, which can be image ads, carousel ads, video ads, event ads, they’re sponsored messages, which are conversation ads and message ads, those lead generation ads that link straight to a lead generation form. And there’s also a couple of other categories. So text ads, spotlight, ads, and follower ads. And what we’re gonna do is we’re going to look at, you know, some of the most important formats, and talk about how to use them, and why you should use them. So the first format to look at is the single image sponsored content ad, it is the standard LinkedIn thing you see, it’s a bit of text, an image and a link to a landing page. Typically, this is great, it’s fairly simple. It’s something that, you know, people understand they’re very used to seeing on LinkedIn. And if I’m, to be honest, it really does look quite like an organic post. I mean, it’s always marked as being promoted. And you can see, for example, underneath the company name, fixed x, it says, How many followers and then promoted. So we can see that the ad is being promoted here. So it’s an ad, not an organic post, but it still looks like an organic post. So people are very receptive to that. It’s obviously not very striking, it doesn’t really stand out, though.
So the next option is carousel ads. And the carousel ads are basically very similar to the the standard single image ads, they just rotate around multiple images. And these can be very effective, particularly at walking people through a sequence of things. And you can see here, this example, which is from LinkedIn, actually is a logical sequence of things, rather than just being, you know, random related images. So really thinking about the images you use, and the carousel ads are important. You’ll also notice that here with this LinkedIn demo, we’ve actually got text on the image. So we’re rotating text by placing text on the image, you can’t rotate text as pure text, you just need to put it on the image. So carousel ads are great. And typically, if you’ve got multiple images you can use particularly they can tell a story, then carousel ads tend to be a much better option than the standard single image sponsored content ads. You can also run things like video, video is very similar to a standard sponsored content with a single image, you just replace the image with video.
Of course, the important thing to remember is that video can be very much more engaging. Now, one thing to mention about video is that video tends to perform very well as organic posts. So video actually causes people to stop and look, as you stop. And look, LinkedIn detects that you’ve not scrolled past that particular post. And so you build up dwell time. And dwell time is a key part of the LinkedIn algorithm for deciding how many impressions your particular post gets organically. So video can perform extremely well, if you’re thinking about running a spa, UNsponsored. So organic posts, when it comes to sponsorship, you’re paying for that ad to be shown. So there is a benefit in stopping people. But sometimes you can have a video ad, or video post that performs extremely well organically, and perhaps is a bit disappointing when you pay for it. And that’s because we’re getting much more reach with the organic posts than we’d normally get. But we’re getting no more reach with the paid posts. Because the reach we get is defined by how much we pay, not how interested people are in the actual post.
Now, one of my favourites is conversation, ads, conversation, ads are amazing. It’s almost real engagement. So what it allows you to do is it allows you to set up effectively a conversation in messages. So you can send a message and into somebody’s inbox, they then have options to click to respond to your initial message. So it’s not truly AI looking at someone typing back messages. There’s a limited decision tree based upon having certain options, you can click, but it is almost real engagement. And that’s exciting. And where we’ve tested conversation ads with clients and run them. They tend to be incredibly engaging, and they tend to work really well. But there is one sad thing and that is unfortunately, you can’t run conversation ads in the EU. And this is the message you get from LinkedIn. Talking about the fact that we can’t actually legally put ads into inboxes of individuals in the US so if you’re targeting America conversation as a really good option. But unfortunately not available over here. Lead Gen ads are really interesting. So lead gen ads let you generate leads directly from LinkedIn. So you create an ad and you also create a form. And that form is hosted on LinkedIn, when people click on the ad, they see the form from LinkedIn. And even better, the form is automatically filled with with the details that you’ve asked for. So the user can see which details you’ve asked for, they see what they’re submitting. But it means they don’t have to type in you know, their company and their job title, etc, etc. So for b2b, this is absolutely amazing in terms of gathering more information without causing friction, from the leads point of view. So lead gen forms a really good and you know, typically they’re built around content offers, like most content marketing lead gen. And generally speaking, it’s actually better to send people to a lead gen form, than it is to send people to a landing page using sponsored content. And that’s measuring cost per lead. However, it’s not always the case. So I would always recommend if you’re doing a lead gen campaign, to benchmark both running a sponsored content routing, reaching to a landing page, and also a lead gen campaign to find out what delivers you the lowest cost per lead, because we do sometimes find and obviously, LinkedIn effectively charges a premium.
For those lead gen ads, we do sometimes find that it’s actually more effective to route people to a landing page. And that’s dependent on a lot of factors, your audience the amount of information you want, and also particularly the content offer. And this is something I think that maybe people perhaps don’t think through enough. So if we’re looking to use LinkedIn to generate leads, whether that’s, you know, through content or for an event or anything else, the offer is much more important than the format. So where we see a difference between sponsored content to a landing page, and a native lead gen ad, that impact is much, much smaller than it will be around the content you’re offering. So you know, here’s an example of, I think, some pretty compelling content, so Cognizant offering after the virus. So a really compelling sounding piece of content. And this content is also incredibly important, because a lot of people want to know, what’s going to happen after COVID, you know, doesn’t go away, but becomes less of a problem. So people really need to know this information. So the offer is more important than the format. So I’d always say, you know, yes, it’s important to experiment, but don’t get hung up on it, the offer is more important. But most importantly, it’s not the offer itself. It’s actually the title of the content piece that really matters. It’s not what you’re giving people it’s not what’s in the content. It’s the title.
And again, sometimes, you know, people forget that if I’m a prospect, and I’m filling in a lead gen form, the only thing I really know, is the title of the content. I’m asking for, I don’t know what’s inside and it whether it’s good quality, bad quality, I don’t know what the layouts like, I don’t know what’s written in there, whether it’s, you know, lots of text, or it’s very short. All I know is the title, because that’s all I’ve seen until I’ve completed the registration form. And by then it’s too late for me to decide to opt out, I’m already a lead. So always remember, titles are important. And I feel that sometimes with content marketing, people are not spending enough time A B testing different titles for the same piece of content to see which one works best. That’s a great tip to improve your lead generation, whether you’re doing it on LinkedIn, or actually doing it on your website, marketing automation system or any other platform. So okay, so we’ve developed some ads, we’ve got the right content, we’ve understood the audience. I mean, pretty much now the next thing is to look at how we bid on LinkedIn. And generally speaking, just automating the bid is generally the best option. So we automate for maximum delivery. Here we see the postman hopefully, getting maximum delivery, running around at full speed, being encouraged by somebody’s dog. And generally speaking, automation is the best route. Sometimes however, people want to come in and manually bid and generally speaking, that’s where you’re trying to reduce the cost per impression or cost per click. And my advice is, if you want to bid manually always bid low. And in fact, generally speaking, our standard tactic with with a manual bid is to go in and bid the minimum bid that LinkedIn will let you do. Now it’s interesting, LinkedIn won’t tell you the minimum bid straightaway. The way to do that is to bid a pound or $1. And then LinkedIn will very kindly tell you how much you’ve got to increase the bid to get to the minimum. So LinkedIn is trying to hide this minimum bid, they’re trying to encourage you to bid more. Generally speaking, at the start of the campaign, the lowest bids are the best options, they might mean that you can do your experimentation at lowest cost. And then once you know the campaign is effective, so your content offers working the ad formats, right, the messaging is right in the ad, the audiences right, then maybe you want to try and look to bid higher to get perhaps some of the more difficult to reach recipients. But initially, our advice would always be bid the minimum. And generally speaking, we don’t see a huge impact. In bidding the minimum versus bidding higher in terms of quality. You will, however, get typically more impressions and more clicks if you increase your bid. So it can make your campaign run faster. But it won’t generate more results.
And it will make it more expensive. So that’s really a summary of of you know, most of the top tips that we’ve developed for LinkedIn. This has built through a number of presentations we’ve had to clients and discussions. And I think there’s a couple of things I’d like to leave you with. You know, the first thing is whatever the challenge is willing to in particular around high cost per click, good campaigns on LinkedIn typically deliver amazing ROI. So the ability to target really works well on LinkedIn. And this firmographic and demographic data is super important for most campaigns. However, if you get it wrong, you don’t, you know, listen to our tips, and you start doing things that targeting the wrong people, or using the wrong message or having the wrong format. Actually, LinkedIn can get very expensive very quickly. So you know, I think it’s important to balance this. It also is important to say that actually to do good LinkedIn campaigns requires a lot of work, it requires work, building that audience, particularly with our clients, you know, building an audience of specific companies and very specific job titles. To get that targeting right. It requires time to split into multiple campaigns, so that you’re sending the right message to each audience. And it takes time to analyse and optimise going forward to make sure you continue to improve those campaigns. So whilst LinkedIn is great, it’s not always the quickest and easiest platform to generate great campaigns on you need to put the work in. But if you do, you will get the return on investment.
So thank you very much for listening. If anyone has any questions, if you’d like to type them into the chat, I’d be really happy to answer those questions. So if anyone’s got anything they’d like to ask please type it into the chat, and I’ll be more than happy to answer them. I’ll just give you a second or two to type them in. Okay, I’ve got one question that that’s actually come in. And it’s asking about retargeting. And the question is, should you use LinkedIn? With retargeting now, actually, this is really interesting, because one of the things I haven’t talked about, is you can actually retarget people on LinkedIn. So you can build retargeting audiences on LinkedIn. So that is certainly very effective. You might want to target people who you know, for example, bins or certain areas of your website. You can also obviously retarget people who you’ve driven to the website through LinkedIn ads using something like Google. Now, the interesting thing is LinkedIn is very expensive in terms of cost per click. So generally speaking, I would always recommend that if you’re doing retargeting, you typically drive people to the website using LinkedIn. That creates a very high quality audience so that traffic is going to be great quality. And then you use something that’s much lower cost like Google to serve retargeting ads, whether that’s retargeting through display or search or both. So I would always recommend tying Google retargeting into LinkedIn, that generally is the best way to do it. Okay, so I really appreciate your time. All of you listening. If anyone has any questions, please feel free to email me. My email is on the slide Mike at Napier b2b dot com. And, you know, I’d love to talk to you about your LinkedIn campaigns and how we can help you optimise them. And if not, you know go out there Have fun put the work in and hopefully your crush your next LinkedIn campaign Thank you very much.