LinkedIn Sponsored Content is one of the most effective ways for B2B companies to reach their target audiences. (New to LinkedIn advertising? Read our blog about why LinkedIn should be part of your strategy.)

With more than 100 LinkedIn campaigns launched and managed to date, Quell’s digital team has curated our top four ways to optimize your next campaign.

If you’re looking to save money, convert more leads, and improve ROI, keep reading.

  1. Test Ad Creative to Optimize Results
    A recent client campaign launched across seven unique audience segments showed us that Ad Creative A performed better with some segments, while Ad Creative B resonated with others. Running an A/B test allowed us to optimize ad creative for each segment, ultimately increasing the overall campaign click-through-rate (CTR) and decreasing cost-per-click (CPC) by 35%.
  1. Identify the Most Engaged Users on LinkedIn to Increase Conversions
    Quell has found that membership in relevant LinkedIn groups correlates to much higher engagement with Sponsored Content campaigns. A recent client campaign – which targeted members of autonomous vehicle and hybrid/EV groups on LinkedIn – generated 133% higher CTRs than targeting based on title, function or level of seniority.
  1. Identify the Most Engaged Users on LinkedIn to Increase Conversions
    Quell has found that membership in relevant LinkedIn groups correlates to much higher engagement with Sponsored Content campaigns. A recent client campaign – which targeted members of autonomous vehicle and hybrid/EV groups on LinkedIn – generated 133% higher CTRs than targeting based on title, function or level of seniority.
  1. Combine Tested Audience Segments to Conserve Budget
    Because LinkedIn requires a minimum campaign budget of $10/day, having the option to combine tested audience segments into a single campaign allows advertisers to drive more awareness without increasing budget. Newly introduced to LinkedIn, the Boolean operator “OR” can now be used to combine users targeted with different audience criteria into a single campaign.
  1. Target Your Competitors’ Connections
    If your competitors have more than 500 employees, this one is for you! LinkedIn allows advertisers to reach the first degree connections of employees of any company (with 500+ employees) – providing direct access to their customers, partners, and suppliers. For one recent client campaign promoting attendance of an industry event, our “competitor conquest” campaign generated 93% higher clicks to the registration page than other selections based on traditional targeting criteria.
  1. Target Your Competitors’ Connections
    If your competitors have more than 500 employees, this one is for you! LinkedIn allows advertisers to reach the first degree connections of employees of any company (with 500+ employees) – providing direct access to their customers, partners, and suppliers. For one recent client campaign promoting attendance of an industry event, our “competitor conquest” campaign generated 93% higher clicks to the registration page than other selections based on traditional targeting criteria.

Quell regularly counsels clients on strategy, design, set up, and management of LinkedIn Sponsored Content campaigns. Contact our team today to kick off a turnkey digital campaign.