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    LinkedIn Ads, Benchmark Reports

    LinkedIn CPM, CPC, & CTR Benchmarks

    After an initial testing phase of an objective-based advertising approach, LinkedIn shared some new tips and best practices to help marketers choose the best strategy. You can check out the explainer video here. 

    Now let’s see how that translated when we took a look at numbers for Q2 2019, where we analyzed 1.5 billion ad impressions and just over 3 million clicks for ads on LinkedIn.

    Be sure to read the Q2 2019 PPC Benchmark Report for additional ad performance trends. Check out our Benchmark Report page for the latest reports by quarter.

    LinkedIn CPC, CPM, & CTA for Q2 2019 at-a-glance 

    • Median CPC was $4.19
    • Median CPM was $8.45
    • Median CTR was 0.20%

    LinkedIn CPC continues to rise

    Median CPC is on the upward trend for the second quarter in a row, reporting at $0.12 higher than in Q1.

    Q2 2019 LinkedIn ad performance data from 1.5B Impressions and 3MM Clicks
    Source: AdStage Inc.

    Key Takeaways

    • CPC increased by 3% since Q1 2019
    • CPC decreased by 8.5% year over year since Q2 2018
     

    LinkedIn CPM still climbing up

    We found that CPM increased 62 cents, and is over two dollars more expensive than what it was this same time last year. 

    Q2 2019 LinkedIn ad performance data from 1.5B Impressions and 3MM Clicks
    Source: AdStage Inc.

    Key Takeaways

    • CPM increased by 7.8% since Q1 2019
    • CPM increased by 40% year over year since Q2 2018

    LinkedIn CTR up 40+% Y/Y

     

    Median CTR for ads on LinkedIn increased 0.02% from last quarter, and is up considerably Y/Y from 2018. What we expected to be a declining CTR has reversed again moving in a positive direction.


    Q2 2019 LinkedIn ad performance data from 1.5B Impressions and 3MM Clicks
    Source: AdStage Inc.

    Key Takeaways

    • CTR increased by 11% since Q1 2019
    • CTR increased by 42.9% year over year since Q2 2018
     

    LinkedIn ad trends Q2 2019

    LinkedIn joins Adobe + Microsoft for account-based marketing: If there’s any platform that believes in the power of account-based marketing, it’s LinkedIn. That’s why the company teamed up with Adobe and Microsoft to accelerate account-based marketing for their joint customers. LinkedIn says that by extending account-based marketing capabilities to Adobe Experience Cloud users, they’re creating a seamless way for them to identify and target the right audiences on LinkedIn with meaningful content. And great news for B2B marketers—Adobe and Microsoft are also working together to align key data sources to populate account-based profiles from Adobe Experience Cloud, including Marketo Engage and Microsoft Dynamics 365 for Sales. That makes it much easier for B2B marketers to easily identify, understand, and engage B2B customer buying teams.

    Strategic acquisition highlights privacy concerns: LinkedIn acquired Drawbridge, an ad-tech firm that specializes in identity resolution. The move appears to be a strategy for LinkedIn to build out its value proposition to advertisers and users around data privacy. In the blog post announcement, LinkedIn also said, “We believe Drawbridge’s team and technology will allow us to accelerate the capabilities of our Marketing Solutions platform, helping our customers better reach and understand their professional audiences and measure the ROI of their campaigns across mobile and desktop.”

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    Download the entire report for all the stats on CPM, CPC, and CTR benchmarks for Facebook, Instagram, LinkedIn, Google Ads, Google Display Network, Twitter, and Bing Ads.  

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    Breanna Lambert

    Breanna has 10+ years’ experience in marketing, though the tides & trends have pushed her almost exclusively into digital. She lives in the hills above Boulder, CO and spends her downtime outside exploring with her husband, son, and pup.