All this targeting, segmenting, and measuring ad ROI seems like a real hassle. Fortunately, with LinkedIn Adpilot, you can answer your CMOs when they ask about LinkedIn’s impact on revenue.
Here’s a quick view of how you can use AdPilot to improve your ad efforts:
For Brand Awareness Campaigns
Mansi Peswani, our resident demand gen expert at Factors, suggests creating an account list based on how your prospects are evaluating your competitors:
“You can create an account list based on who’s evaluating your competitors on G2 because there’s already a need for a solution like yours here. With Factors, you can identify these accounts and automatically add them to your target account list on LinkedIn Campaign Manager.”
Here’s how you can do it on Factors with our segment insights feature:
Now, you have a list of accounts who are looking for a product similar to yours.
For Retargeting Campaigns
When retargeting ads, you’re reaching out to prospects who know your product but still need a little extra push to close the deal. You can segment and create an account list based on the accounts that have:
- Visited your pricing page
- Read a case study
- Looked at your product page on G2
- Opened an engagement email from sales
Here’s an example of a segment you can create for accounts who have viewed a search ad and visited your G2 profile:
This would give you a massive account list of 500+ accounts, but sometimes your ads aren’t seen by all the accounts in the list. We’ve researched 100 LinkedIn ad accounts and found that the top 10 accounts take up 80% of ad impressions. That’s a lotta cash burn 👀
The best way to ensure that your ENTIRE account list sees your ads is through our smart reach feature.
You can allocate impression caps based on your prospects' actions throughout the buyer journey. Here’s the distribution we follow at Factors:
- Visited our pricing page: 500 impressions
- Read a case study: 1000 impressions
- Looked at our product page on G2: 1500 impressions
- Opened an engagement email from sales: 2000 impressions
“Within a month of setting up our frequency capping rules with Factors, we’ve saved 216,448 ad impressions and reached the largest spread of accounts per dollar spent. We’re excited to scale this up in the future.”—Abhishek Iyer, Director of Marketing at Descope.
ROI Measurement
Now that you’ve got your ads running, here comes the big question: What’s the ROI? You see the ad clicks are down, and you start panicking, wondering what to do. But here’s the thing: people don’t click on ads! They will probably view it once and visit your website days later. But you can’t report that manually ❌
Luckily, with Factors, you don’t have to deal with that hassle.
When you’re using AdPilot, you can present the numbers without the usual panic and stress. Our view-through attribution feature gives you a complete view of how a prospect makes buying decisions after viewing your ads.
We’ve helped brands identify 11x more opportunities through LinkedIn, which enables them to refine their overall GTM strategy and allocate a larger budget to LinkedIn ads.
View through attribution helps marketers demonstrate the true impact of their LinkedIn ads to leadership. Marketers can justify their ad spend and secure ongoing investment by providing a comprehensive view of ad influence and ROI.
CAPI
Factors is a LinkedIn marketing partner, which allows our users to send conversions to their LinkedIn account directly. The LinkedIn Conversion API (CAPI) lets you securely send customer conversion data directly to LinkedIn, providing a more comprehensive view of your campaign performance.
CAPI's granular data enhances targeting strategies, creating more personalized ad experiences. Marketers can effectively tailor their targeting efforts with detailed insights into which ads drive conversions and how users interact with them.
2x your LinkedIn ROI with Factors today
Now that you know how to run ads throughout the funnel, it’s time for action. Implement the strategies we shared here and run fail-proof campaigns on LinkedIn that get results.
If you want to learn how Factors can help you make the most of your LinkedIn efforts, book a demo today and watch your ROI soar 🚀
