1. LinkedIn Advertising Objectives
LinkedIn advertising generally has three objectives.
(1) Increase awareness. This type of promotion maximizes brand awareness by showing the most.
(2) Increase consideration. This type of promotion encourages potential customers to take action and learn more about the company’s specific business. Common forms of expression include clicking on a link to visit a landing page, or interactive actions such as liking, commenting, sharing, and following the company’s LinkedIn homepage.
(3) Increase conversions. This type of promotion aims to generate sales leads. Leads can be obtained and tracked from the website, such as the number of white paper downloads.
2. LinkedIn Advertising Effectiveness Evaluation
LinkedIn’s advertising objectives can be divided into seven subcategories: awareness → brand engagement, consideration → website visits, consideration → engagement, consideration → video views, conversion → sales lead generation, conversion → website conversion, conversion → job applicants, etc. The purpose of increasing brand awareness is to increase the visibility of products, services or organizations; the purpose of increasing website visits is to increase the traffic to the website or marketing landing page; the purpose of increasing engagement is to increase content engagement, such as likes, comments, shares, clicks and followers on the landing page or LinkedIn homepage; the purpose of increasing video views is to share the video with more people; the purpose of sales lead mining is to obtain sales leads on LinkedIn through sales lead forms that have been pre-filled with LinkedIn profile data; the purpose of increasing website conversions is to obtain sales leads on the website, or to capture sales leads that are valuable to the business. Correspondingly, LinkedIn advertising effectiveness evaluation is also carried out from three aspects: awareness, consideration, and conversion.
(1) Evaluate awareness.
There are three indicators for evaluating awareness, including video viewing completion rate, cost per video completion, reach, and average frequency.
(2) Evaluate consideration.
Consideration can be evaluated from two aspects: engagement and engagement quality. The measurement indicator of engagement is click-through rate (CTR) or engagement rate; the measurement indicator of engagement quality is page dwell time, bounce rate, page views or website click distribution.
(3) Evaluate conversion volume.
Conversion volume can be evaluated from sales leads and back-end indicators (including marketing qualified leads, sales qualified leads or sales lead conversions, etc.).
3. LinkedIn advertising marketing mix strategy
Adopting a marketing mix strategy can improve advertising effectiveness.
(1) The types of ads used to increase awareness are video ads, single-image ads, and dialogue ads.
Using a series of video ads can increase brand awareness, using single-image ads to share resonant customer cases, and using dialogue ads for in-depth brand awareness marketing.
A common advertising strategy for increasing brand awareness is to target target customers who have watched at least 25% of the video ad progress, and then use a video ad or single-image ad for secondary marketing, while deepening engagement and providing target customers with useful information in the early purchase stage.
(2) The types of ads used to increase consideration and engagement are single-image ads, carousel ads, and dialogue ads.
Use single-image ads and dialogue ads to provide target customers with multiple entrances to encourage them to take the next step. Remarketing should be conducted for target customers who have previously visited high-intent pages on the website or downloaded related content.
You can also combine video ads and carousel ads to maximize the visual effect in the promotion campaign, tell the brand story in depth or demonstrate product features. This combination can well showcase the event video that the company is promoting.
(3) The types of ads used to increase conversion volume are single-image ads, carousel ads, and message ads.
Use single-image ads and message ads together to create more high-intent conversion opportunities, such as white paper downloads and product demonstrations. Sales lead mining uses a combination of single-image ads and message ads to inject vitality into product demonstrations, free trials, and event registrations.