linkedin

With ad costs rising on platforms such as Facebook and Google, many b2b companies and marketers are turning to LinkedIn to generate quality leads.

Last month my team set out to experiment the effectiveness of LinkedIn ads vs. Facebook & Google… The results were both shocking and impressive.

We decided to split test the different types of LinkedIn ads: text ads, InMail ads and Sponsored Content ads. We ran each type of ad for 14 days while split testing multiple variables within the ads such as text, images and call-to-actions.

After the experiment period, we found that the InMail ads outperformed everything else. Logically it makes sense since you’re reaching out directly to someone. With text ads and sponsored content, it’s less likely that someone will get in touch with you AFTER exploring your content.

Our average cost per InMail message was anywhere from 40-65 cents… Not bad considering a lot of people scheduled a call via our favorite booking application Calendly.

Once we discovered the power of InMail ads, we began testing out different message variations. Originally our click-through-rate (CTR) was around 3% but as we tested more it rose to a whopping 9%!

Before Testing Message Variations:

After:

I don’t know how familiar you are with click-through-rates, but an AVERAGE CTR is around 1-2%… So 9% was quite nice to see. Shoutout to LinkedIn!!

The Results

Over the next couple of weeks we ended up spending around $500 which generated over $5,000 in revenue for our company. LinkedIn InMail ads can absolutely give your business an edge when 90% of your competition is still only leveraging Facebook or Google.

If you’d like any help setting up LinkedIn ads for your business, click the button at the bottom of this page to schedule an introductory call with our team!

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