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Inbound Mantra recently did a B2B Lead Generation LinkedIn Sponsored Update campaign for a client.
In this post, I present the results of this campaign. You could use these to take decisions on LinkedIn Marketing budgets for your business or your clients.
It is an enterprise software product company serving the Who’s who of India’s Banking, Financial services and Insurance sector (BFSI).
Within this large BFSI sector, our client services a niche in the Sales and Channel function. Thus, the market served is limited with a defined set of players. Nevertheless, the problem being addressed is a large-scale one.
Adwords has fared the worst. Organic search drives predictable traffic and qualified leads. B2B Lead Generation LinkedIn sponsored update Ads have worked the best.
Lets see the details.
Firstly, this is how a LinkedIn Sponsored Update advertisement looks.
The prominent image definitely drives up CTR (Click through Ratio), which actually is a double-edged issue. (More on that in a later post)
The above targeting put the potential LinkedIn audience at 2718. Though a small number, it fit well with the client’s buyer persona.
Indicative CPC and CPM bids proposed by LinkedIn are highlighted for your benefit.
|CPC (in ₹)||186||433|
|CPM (in ₹)||1051||2041|
In this particular case, Inbound Mantra was confident that it could garner more clicks bidding on CPM than CPC. A clever AD creative and smart copy also contributed to the confidence. Thus, we used CPM for bidding.
Lead Generation was the singular objective of this linkedin sponsored update campaign. To improve the chances of successfully attaining this objective, it was imperative to reach the target audience quickly. Therefore, these campaign settings.
The campaign was run for a fortnight and then stopped. Here is a quick snapshot.
The following graphs show how the campaign performed on a daily basis for clicks, impressions and CTR.
Are you wondering how many clicks converted into leads? Just jump to the last line.
By the way, there have been some interesting takeaways from the campaign.
If you have been undertaking B2B Lead Generation LinkedIn initiatives, we would like to hear from you. If you would like us to answer queries, please put them down in the comments section. And don’t shy away from criticizing any of the steps we have taken above.
Oh yes, the campaign generated TWO marketing qualified leads.
This blog post is brought to you by Inbound Mantra - a Data Driven Inbound Marketing Agency.