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The current state of B2B LinkedIn advertising
LinkedIn is the place for B2B marketers to engage with key accounts and decision-makers. Unlike traditional social media platforms like Facebook and Twitter, LinkedIn has a large user base of professional users who include precise details of job title, seniority, and department.
Simply put, LinkedIn is the perfect place to run ABM campaigns that educate the market about the problem you solve and how you solve it best. Whether you’re a small startup looking to promote your product to a new market segment or an enterprise aiming to build brand awareness, LinkedIn is the key.
And while there’s no doubt that LinkedIn ads can help you attract high-qualified leads, there could be a few reasons why your leadership team might be skeptical of LinkedIn as a marketing channel:
- LinkedIn ads are expensive: As of 2024, the average CPC of LinkedIn ads ranges from $4 to $6, which is relatively pricier for SMBs looking to add LinkedIn to their marketing strategy. The CPMs could also be higher, depending on how niche your audience is.
- Hard to measure ROI: LinkedIn only tracks ad clicks and impressions, which doesn’t give a complete view of how your ads impact pipeline. One such example includes demo ads, where marketers typically face low conversion rates, mainly because users are less likely to sign up for a demo call while scrolling through social media.
- Limited control over how you show your ads: LinkedIn campaign manager allows you to upload a target account list for your ABM campaigns. However, if you want to show your ads to specific accounts showing higher intent and aren’t present in your CRM, it’s an uphill battle of scouring your tech stack and integrating data to ensure your ads are displayed to the right accounts.
So, does this mean LinkedIn ads aren’t worth it? No, quite the opposite. ❌
Ignoring the channel altogether is a major risk, as you’ll miss out on many high-value deals. While other platforms, such as Google ads, help convert 5% of the in-market buyers, you’ll still lose out on 95% of the opportunities by not directly engaging with key stakeholders.
Source: LinkedIn
How to do LinkedIn ads the right way?
If you want to make the most bang for your buck, invest in a solution that gives you a complete view of how LinkedIn impacts your revenue and helps you optimize your spend.
At Factors, we currently offer LinkedIn attribution, which allows you to track how LinkedIn influences pipeline, but now we've decided to take it up a notch!
Presenting: AdPilot
AdPilot finally answers every B2B marketer's long-standing question: “Are we doing LinkedIn ads right?” We’ve built out an exciting set of features that can help you generate 2x ROI from your ad campaigns:
Audience Builder
Manually building lists across Apollo and Zoominfo is tiring, and you also tend to miss out on accounts with high buying intent. Not to mention, your data is spread out across multiple tools. With our new Audience sync feature, you can sync all your data across multiple platforms to create accurate audiences on LinkedIn and target the right accounts without the extra effort.
Smart Reach
Naturally, your audience list will include companies of varying sizes, and some are bigger than others. We audited 100+ LinkedIn ad accounts and found that 80% of your ad impressions are taken up by the top 10% of the accounts. Why miss out on potential revenue with this lopsided distribution of impressions?
With Smart Reach, you have all the power. You can control how ads are shown to your audiences so that every account on your list has the chance to view your ads and make the right buying decisions.
💡Learn more about our research here: Resolving LinkedIn’s Frequency Capping Paradox
Campaign Automation
Advertising is all about pitching your product to the right people, be it online or offline. Instead of displaying your ads to prospects who aren’t currently looking for a solution, use intent-based impression control and allocate your ad budget accordingly to target high-intent and in-market buyers.
LinkedIn True ROI
Do you remember the last time you clicked on a LinkedIn ad and booked a demo straight away? Neither can we because social media channels like LinkedIn never show the complete picture of how prospects make their buying decisions. So, how do you prove LinkedIn’s true ROI to leadership?
Since every ad click doesn’t equal revenue, Factors offers view-through attribution. This gives you a granular view of how target accounts view your ads and interact with your website, giving you an accurate idea of how LinkedIn affects revenue generation.
💡You can learn more here: Measuring LinkedIn True ROI: Click vs View-through Attribution
LinkedIn CAPI
When you’re A/B testing your ads and finally find success, you naturally want to repeat the process and continue getting positive results.
As a LinkedIn Marketing Partner, we could always pull LinkedIn data into factors for better reporting, but with the new LinkedIn CAPI integration, you can send conversion data back to LinkedIn Campaign Manager. Now, you no longer need to rely on guesswork to scale and optimize your ad campaigns.
Join the waitlist today
No marketer likes to see their ad budget wasted on unqualified leads. Quit letting siloed data and inaccurate audience lists get in the way of your ad performance. With AdPilot, you can use data-driven insights to effectively target the right accounts and boost your LinkedIn ROI in no time. Speak to our team today to learn how AdPilot can be a game-changer for your marketing strategy.
