Fear for how LinkedIn might use user data seems non-existent. LinkedIn took the top spot for the third year in Business Insider's annual Digital Trust Report. Now let’s see how that translated when we took a look at numbers for Q3 2019, where we analyzed 1.5 billion ad impressions and just over 3 million clicks for ads on LinkedIn.
Be sure to read the Q3 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 Q3 2019 at-a-glance
Median CPC was $3.49
Median CPM was $8.23
Median CTR was 0.26%
LinkedIn CPC plummets
Median CPC is on the downward trend, reporting at $0.83 lower than in Q2.
- CPC decreased by 19.8% since Q2 2019
- CPC decreased by 9.7% year over year since Q2 2018
- CPC increased by 3% since Q1 2019
- CPC decreased by 8.5% year over year since Q2 2018
LinkedIn CTR up 30% Q/Q
Median CTR for ads on LinkedIn increased 30% from last quarter, and is up considerably year over year from 2018.
- CTR increased by 30% since Q2 2019
- CTR increased by 44.4% year over year since Q3 2018
LinkedIn Ad Trends Q3 2019
Three campaign optimizations: LinkedIn gave marketers a handful of exciting new advertising goals and insights capabilities in Q3. The first of these was three new ways for marketers to achieve their advertising goals. In Campaign Manager, marketers can now optimize their LinkedIn marketing campaigns for the following objectives:
- Brand awareness
- Website conversions
- Job applicants
With this, LinkedIn is also optimizing its click pricing to align with the selected objective to help marketers make the most of their budgets. For example, if your objective is website clicks, you’ll only be charged for clicks that go to a landing page or your website.
Insights and research page: And to help marketers make more informed decisions about their results and strategies, LinkedIn rolled out a new page dedicated to insights and research. The comprehensive insights include markers related to audiences, industry verticals, and the LinkedIn ad landscape. If you haven’t checked it out already, the new Insights and Research page is now available as part of LinkedIn’s Success Hub for Marketers.
Users can now add services to profiles: There are already plenty of unique demographics available to marketers on LinkedIn, and that may soon be expanding even more. LinkedIn is adding a new feature to user profiles allowing people to list the professional services they offer to clients. This feature allows users to better explain their job and market their services, and for marketers, that means more information for targeting. The company says the feature will be available to everyone this fall, though there’s no word when the other side of it might show up for advertisers.
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.