LinkedIn CPCs Increase by 15% in Q2 [Report]

Posted by on Sep 19, 2017 in PPC News
LinkedIn CPCs Increase by 15% in Q2 [Report]

We analyzed over 4.3 billion LinkedIn ad impressions from January to June 2017 from AdStage customers. Based on our data, we saw CPMs increase from $7.29 to $8.39 during the first six months of 2017, while the average CPC increased from $6.03 to $6.50.

  • LinkedIn Ads CPM increased by 15% since January 2017.
  • The average CPC on LinkedIn ads increased by 8% since January 2017.
  • The average CTR remained flat month-over-month with little variance.

LinkedIn’s Supply and Demand

According to AdStage data, LinkedIn ad impressions dropped by 5%, while ad spend increased by 10% in Q2’17. This is causing advertisers to pay more to enter the auction at a decreased number of impressions.

AdStage - LinkedIn Spend vs Impressions

LinkedIn’s CPM Increase By 15%

From our AdStage data, we saw CPMs decrease by 20% in Q1’17, and then dramatically increase by 44% in Q2’17. The overall CPM increased 15% since January 2017. This shows the competitive nature of the LinkedIn auction and may indicate that LinkedIn is reaching max ad load.

AdStage - LinkedIn CPMs 2017

LinkedIn’s CPC Increase 8%

Our internal findings also showed that LinkedIn CPCs went from $6.03 to $6.50 in the first six months. Q1’17 actually saw a 4% CPC decline while Q2’17 increased by 15%. While it’s a small increase, it may be enough to scare away smaller advertisers when thinking about the type of companies finding success on the network.

AdStage - LinkedIn CPCs 2017

LinkedIn’s CTR Remain Flat

LinkedIn advertisers are getting very consistent CTRs month-over-month. However, it’s costing more to get the same result due to higher CPMs and CPCs.

AdStage - LinkedIn CTR 2017

Why Are LinkedIn’s CPMs & CPCs Increasing

Our AdStage ad spend data includes all Sponsored Content and text ads ran across LinkedIn’s network. Below are a couple of possible explanations for the increase in CPMs and CPCs in 2017.

We asked AJ Wilcox, CEO of B2Linked, to share his opinion on the data. “It’s natural for LinkedIn’s auction to become more competitive over time, as with any other successful biddable media platform,” says AJ. “We especially see CPCs in Q1 each year as being quite low, so the 15% rise from Q1 to Q2 isn’t surprising.”

1) Is LinkedIn’s Inventory Maxed Out

LinkedIn boasts more than 500 million users, which is impressive but still limited compared to Facebook. With a limited supply of ads coupled with growing demand, the auction is getting more competitive, which means advertisers will pay more to enter.

The following three issues are impacting LinkedIn’s ad inventory:

  • LinkedIn’s user growth remains steady, but only 23% of members use the platform on a monthly basis.
  • Ad placements cater to desktop users. Linkedin will need to find new ways to place more ads on their mobile app.
  • More advertisers are using the ad platform.

AJ says that engaging ad creative and offers are key to winning the auction.

As more and more advertisers enter the competitive auction, the onus moves to advertisers to create ads that generate higher engagement rates. Advertisers who insist on pushing friction-prone offers like demos, trials, and sales conversations will not generate high enough Relevancy Scores to show, and when they do show, the cost per click will be so astronomical as to price these advertisers out of the auction.

It’s worth noting that LinkedIn recently announced their native Audience Network. This will allow advertisers to reach more people with Sponsored Content through third-party publishers placements. However, don’t expect a huge lift as beta advertisers only saw a 3-13% increase in unique impressions.

2) LinkedIn Budgets Are Increasing

Hanapin Marketing conducted a paid social survey asking marketers where they plan to increase and decrease budgets in 2017. They found that 43% of marketers were NOT investing in LinkedIn Ads. However, 39% advertisers planned on increasing their ad spend within the following year. It looks like LinkedIn Ads are delivering results for certain companies, which is leading to budget increases.

Hanapin Paid Social Survey - LinkedIn

Our AdStage data confirms that LinkedIn advertisers are indeed increasing their budgets, as overall spend increased 23% since January 2017.

AdStage - LinkedIn Spend 2017

3) New LinkedIn Ad Types and Features

LinkedIn released two big features that definitely got advertisers excited. It’s possible that advertisers increased their test budgets, leading to more competition in the auction.

Here’s what AJ Wilcox thinks:

“We’re currently also seeing much more interest building over time of new advertisers flocking to test out the platform, due to the continued addition of features as LinkedIn is quickly catching up to the pack.”

Two new features LinkedIn announced in Q2:

  • Lead Gen Forms — This ad format helps marketers drive leads from Sponsored Content campaigns, particularly on mobile devices where conversion rates tend to be lower, as users don’t want to fill out a long form on-the-go. For B2B advertisers, the quality of the leads on LinkedIn is already far superior to other ad networks that offer lead gen ads. And, just like any other LinkedIn campaign, these campaigns come with the same reporting capabilities that LinkedIn already offers, so you can easily measure return on ad spend, cost per lead, and conversion rate.
  • Matched Audiences — LinkedIn announced a powerful new feature called Matched Audiences, which includes three new targeting tools that let you combine LinkedIn’s professional data with your own first-party data. Now you can target website visitors, contacts, and specific accounts on LinkedIn.

Takeaways and Insights

Based on the data, here are our main LinkedIn insights and questions:

  • Advertisers are putting more budget into LinkedIn Ads
  • Yet, CPMs & CPCs are rising as inventory remains flat
  • By using natively uploaded videos as new ad inventory, LinkedIn could increase its overall ad load without cluttering user feeds or profile pages.

AJ offers advise to advertisers looking to win future auctions:

Advertisers who win in the future with low costs per lead will do so by exercising a keen understanding of their customers’ pains and needs, and providing useful content that solves them, without being overly salesy or pushy.

Further Questions

  • Are LinkedIn’s more than 500 million members enough to entice digital advertisers to run campaigns on the platform?
  • Are CPCs scaring away advertisers?
  • When will LinkedIn start serving video ads?

Our mission at AdStage is to connect paid marketers quickly and easily to the data they need to understand holistic campaign performance and take action at scale. If you want to learn more about our LinkedIn Ads management solution, click the banner below.

LinkedIn-Suite-CTA

 

How to Use Social Media Ads for Lead Generation

Posted by on Aug 7, 2017 in Social
How to Use Social Media Ads for Lead Generation

Social media is a must for brand awareness and audience engagement, but how about lead gen? With 13% higher lead conversion rate compared to other channels, social media can be a powerful growth tactic for any B2B marketer. In fact, 66% of marketers who spend as little as six hours per week on social media say that they see some kind of lead generation benefit.

Yet 49% of B2B marketers find social media to be the most difficult marketing activity to implement. So, let’s break it down and make it simple. Read on to learn how you can get started using social media for lead generation.

How Social Media and Lead Generation Work Together

Before we get into the nitty-gritty of using social media for lead generation, we need to be clear on how the former can impact the latter.

Focus on the why before the how.

Social media is about having a conversation with your audience. This audience needs to be interested enough in your brand to follow the company on Facebook, Twitter, or Linkedin. Lead generation, on the other hand, is a process in which an individual goes from being unaware of a problem or solution to being interested in exploring your solution. In other words, you attract visitors and convert them into leads. So, how do you make these two seemingly different goals work?

If you want to use social media to acquire leads, you can’t just start pumping your latest eBook to your audience. But if you invest the time to build an engaged audience, you can then convert them into leads and use ads (especially now that Facebook and Instagram have decreased their organic reach) to reach new audiences. Let’s dive into what you need to know about each social ad network.

How to Decide Which Social Ad Network to Use

To promote lead generation content through paid social media, you can use Facebook ads, Twitter ads, LinkedIn ads, or even Instagram ads. The challenge is to figure out which one is right for your business.

Your personas and their attributes is a good place to start. If you have already developed at least a couple of customer personas for your company, you can see where their attributes fit within different social networks.

Let’s take a quick look at the different demographics of Facebook, Instagram, and LinkedIn:

facebook ads demographics

Source: Pew Research Center

As you can see, most Internet users are on Facebook. The social network has more women than men, and also more younger people (although Facebook is more popular among older users). When it comes to education, income, and location, Facebook has equal representation.

What’s interesting for B2B marketers is that 73% of Facebook users say they use it for professional purposes.

Here’s what the audience looks like on Instagram:

instagram ads demographics

Source: Pew Research Center

Even though Instagram has fewer users than Facebook, people of all gender, age, education, and income are still equally represented. The only large difference is in location: Instagram has more urban settlers than rural and suburban ones.

Finally, let’s repeat this analysis with LinkedIn:

linkedin ads demographic

Source: Pew Research Center

As you can see, LinkedIn has a much different set of demographics than Facebook and Instagram. To begin, there are more men than women on LinkedIn. Most users are college-educated, have much higher income, and live in urban and suburban areas.

With all this information, you should start looking at your personas and see where they are more likely to be.

The largest social networks have attracted a wide variety of users with a diverse set of demographics, so you may want to try different sites at the same time. That being said, start where your core audience usually resides. For example, if you focus on B2B lead generation for enterprise IT CxOs, you may want to start with LinkedIn. If you’re selling B2C products to younger users, Facebook and Instagram may be a better investment.

Whatever the case, start with who your target audience is and where you can find them. In other words, your audience’s demographic determines the social network they use. Now that you have a clearer idea where to start, I’d like to show you how you can use Facebook, Instagram, and LinkedIn for lead generation.

Facebook Lead Ads

84% of marketers choose to use Facebook ads to drive traffic and acquire leads. On Facebook, you can select different goals for your campaigns, which makes it a popular choice among marketers. The lead generation goal works just like any other goal on Facebook: you can use targeted, lookalike, and custom audiences. But only with this goal you can promote a gated offer which your audience can get by providing their contact information without leaving Facebook.

This is how it works:

  1. A user sees an offer they like (typically, an ebook or a white paper)
  2. The user clicks the ads’ call-to-action
  3. The user verifies their information which Facebook has pre-filled for them (instead of redirecting them to a landing page)
  4. The user confirms their pre-filled information, receive the content, and become a lead

Unlike the classic traffic-to-landing lead generation model, which creates leaks in visitor-to-lead conversion, Facebook’s offering removes the friction and lowers your customer acquisition cost. Plus, it makes for a much better user experience.

The reduction in friction in the visitor-to-lead conversion process means your users are two clicks away from becoming a prospect. But remember, you must make this process seamless and ask only for the most information you need for lead nurturing.

Creating lead generation ads is easy (just check out this video from Facebook). You first choose the ad creative, then set your targeting and bidding options, and finally, customize your form fields.

Land Rover, for example, used lead gen form ads to get potential customers to request a car quote. As you can imagine, Land Rover sells expensive products which can only be purchased after a long sales process, which starts with a car quote.

Land Rover tried Facebook’s lead generation goal to create a seamless experience across devices. Lead gen forms made it easy for people on mobile to request a car quote and learn more about Land Rover.

Kim Kyaw, Land Rover’s Digital Marketing and Social Media manager, said that in early A/B testing, Facebook’s native lead ads outperformed link ads driving to the website in total leads and conversion rate. This Facebook campaign also achieved a 4x reduction in cost per lead compared to previous social lead generation tactics.

instagram ads lead gen

Instagram Lead Ads

Instagram’s ads are becoming a staple among online advertisers. Last year alone, eMarketer found 48.8% of brands were on Instagram and estimated that they would increase their participation in the social network by 70.7%.

Brands’ photos on Instagram generate 58 times higher engagement per follower than Facebook posts and 120 times higher engagement rates than tweets,  according to Marketing Week.

What’s more, a study done by Shopify found Instagram posts achieve 1.08% conversion rate. Facebook owns Instagram, so you can use similar lead ads on both platforms. The only difference is Instagram reduces the pre-filing options for advertisers to just email, full name, phone number, and gender. Collecting any further information would mean the user would have to type it in.

Since it takes a user 40% longer to fill out a form on a mobile device than on a desktop, you should only look to get additional information if it is a high priority for your initial sales efforts.

Maserati, the famous Italian luxury car manufacturer, used Instagram’s lead ads to promote their latest car, the Levante. The results were nothing but spectacular. Maserati generated 21k leads, 127 of which ended up purchasing a car. Even at a mere 0.47% conversion rate, if you consider the car costs close to $75k, Maserati made $9.5 million in revenue, just from their Instagram’s lead ads.

instagram ads for lead generation

LinkedIn Lead Gen Forms

62% of B2B marketers say they have found LinkedIn to be the most effective social media platform for their businesses. This is especially true with lead generation, where 65% of B2B companies have found success.

Linkedin offers many advertising options for companies: sponsored content, sponsored InMail, text ads, dynamics ads, and more.

Sponsored content, one of the most commonly used ad types, works just like the name suggests: a company promotes a piece of content and acquires more traffic and leads by increasing the content’s reach.

For lead generation, LinkedIn has a very useful feature: Lead Gen Forms. Here’s a short video on how it works:

 

LinkedIn Lead Gen Forms allow potential customers to share their  information by pre-populating contact forms from their LinkedIn’s profile, exactly same way as with Facebook and Instagram.

The key difference is that LinkedIn can pre-populate information related to the professional life of the users, which includes their job title, company name, seniority,  and education details like degree, school, and field of study. This gives a much richer set of data from each lead. But don’t overdo it: LinkedIn recommends sticking to three or four key fields to maximize conversion.

Since LinkedIn Lead Gen Forms don’t require any typing at all from users, it makes it easy for them to add their information on mobile. LinkedIn Lead Gen forms are only available on mobile Sponsored Content campaigns.

According to LinkedIn, 90% of the 50 businesses in the pilot project exceeded their cost-per-lead goals. This is the case of Integrated Research, a software provider of IT infrastructure, which saw a 200% increase in their conversion rate while seeing a 44% reduction in lead cost acquisition.

Conclusion

Once you see how lead generation and social media work together, you can acquire leads using social media ads.

Start with the audience, then choose your social network. Facebook, Instagram, and Linkedin all have features you can use for lead generation. So, get started, and let us know which one you think best fits your target audience. What are your next steps to start generating leads for your business?

 

AdStage CTA Report

LinkedIn Text Ads: 5 Brands to Copy to Boost Performance

Posted by on Aug 2, 2017 in Advertising, Social
LinkedIn Text Ads: 5 Brands to Copy to Boost Performance

As LinkedIn has grown to over half a billion users, so too has its ad platform’s capability to slice and dice audiences based on troves of self-reported user data. With plenty of targeting options to choose from, you can get your message in front of decision makers and C-level execs when  they catch up on news, connect, and network.

But an ad done wrong can actually reduce the sales of a product. (Or so says Ogilvy, the father of modern advertising.) How do you write a compelling LinkedIn ad?

At AdStage we’ve plowed through tons of ads on the platform and analyzed several examples of different LinkedIn ad types to inspire your creative process.

In this blog post, we’ll explore the basics of writing effective B2B LinkedIn text ads. Read on to learn how to write a LinkedIn ad headline, increase form field conversion rate, and choose images to support your ad on the landing page.

5 LinkedIn Ad Types: From Text Ads to Programmatic Display

linkedin campaign manager

You can buy Sponsored Content, Text Ads, and InMail ads through LinkedIn’s self-service platform and programmatically purchase LinkedIn Display through your preferred ad partner. For Dynamic Ads, you’ll need to go through a LinkedIn sales rep.

It bears saying from the outset that a strong organic presence – a company page – is a must for any brand. But to scale your customer acquisition, you must invest in paid ads. On LinkedIn, you can serve up paid ads in the following five formats:

  • Text ads
  • Sponsored Content
  • LinkedIn InMail
  • LinkedIn Dynamic Ads
  • Programmatic Display

Some ad types work better than others depending on your marketing budget and goals. Below, we’ll look at several text ads served by B2B companies in July 2017.

Match Landing Pages to Ads and Reduce Form Fill Friction

The beauty of text ads is that they are super easy to create and work for budgets of all sizes. Text ads appear in the right rail of LinkedIn pages or at the top, as seen in the example below:

linkedin text ads content strategy 2017

Let’s zoom in on this one. As I click on the ad, I’m redirected to a URL with custom campaign variables, featuring content gated by a contact form.

linkedin text ads landing page scribble

linkedin text ads content strategy

Scribble’s ad is well-targeted and features relevant keywords in the headline, as well as an actionable CTA. Unfortunately, the text ad is missing the company’s name, and its content is poorly-timed.

What’s good about this ad? Obviously, the job title targeting is on point: a guide on content marketing strategy optimization is a logical offering for a content marketing manager. Scribble Live is not hard-selling me software, but offering a free pdf download instead. And the call-to-action is clear — the ad ends with a straightforward “Get the Guide.”

What’s missing? For starters, this text ad doesn’t mention the company’s name in the headline — a missed opportunity for raising brand awareness among those who don’t click but count as “impressions.” And for those who do click, the brand could have provided better, smoother user experience through frictionless form capture.

Too bad I have to manually enter my name, company’s name and email — Scribble could have easily pre-filled the form with data from my LinkedIn profile through LinkedIn AutoFill Plugin Generator. But plugging in the company’s name and streamlining form capture is only part of the equation. I’m here for the content, but Scribble’s timing seems a bit off. Content strategy for 2017? We’re more than halfway through the year; that ship has sailed.

After I leave Scribble’s website and re-load my LinkedIn page, another version of the same ad pops up — this time, with a marketers’ favorite odd-numbered-list headline. The cool thing about text ads is that you can very quickly come up with a multitude of options for testing, a big positive for copywriters on lean marketing teams.

linkedin text ads content strategy

Here’s another B2B ad example, courtesy of Cloud Coach:

Cloud Coach linkedin text ad

A click on the ad brings us to the registration page on Eventbrite.

linkedin text ads landing page for events

linkedin text ads salesforce

Cloud Couch uses smart geo-targeting to promote an event offline and times it well to create urgency while allowing at least week for planning. Unfortunately, the image on the landing page doesn’t entice me to register.

What’s good here? This ad is an excellent example of relevant geo-targeting. LinkedIn uses a mix of user-provided data and IP information, a compelling offering if you’re promoting offline events. The ad is also timely; served a week ahead of the promoted event, it creates a sense of urgency while allowing some time for planning. I also like the no-nonsense approach to copy: it has the When, the Where, and the Why.

What’s missing? The landing page creatives clearly fell flat. Cloud Coach advertises a seminar, an event to network and learn about custom applications of the Salesforce platform. Yet the image doesn’t feature people I want to meet or the experts who’ll speak at the training. Even a company’s logo and screenshots of the software tool itself would have been more helpful. Instead, I see a picture of a saving glass jar half-full of quarters. Unless a glass jar full of “Profit,” as the ad suggests, is exactly what a company is selling, it’s better to play it straight — at least on the landing page.

Mind The Where, What, and Why-Should-I-Care

With LinkedIn text ads, a short line of text is all you’ve got, so it’s critical to use the limited number of characters (25 for a headline and 75 for description, including spaces) wisely. Leverage this space to showcase a benefit, announce a product update, promote a discount on a service, recognize your customers’ problems and offer a solution, or quote a happy client.

As a target buyer, I should be able to quickly figure out the value proposition. As Steve Krug put it, “don’t make me think.” For example, both LinkedIn text ads below promote events. Which one does it with more clarity?

linkedin text ads

linkedin text ads aws webianr

Both ads promote an event, but the first one is confusing and doesn’t tell me the “where, what, and why-should-I-care” part of the piece. AWS, on the other hand, uses relevant keywords, mentions all the cross-promo partners’ names, and tells the full story in one line.

Putting It All Together

LinkedIn text ads allow marketers to quickly test multiple variations and reach highly-targeted audiences at a reasonable cost. How do you maximize the impact of the few characters you have?

  • Play it straight and speak the language of your buyer. Use relevant keywords your target audience can relate to (e.g., job title, skill, software tools they use)
  • Offer value, don’t hard-sell
  • Time content well — this is especially important for events and seasonal content promotions
  • Optimize your conversion page to reduce friction through LinkedIn AutoFill
  • Test multiple variations of headline and image
  • Go for clarity over cleverness to minimize irrelevant clicks

Do you have any tips for writing great LinkedIn text ads? Tell me in comments.

 

The Complete Guide to LinkedIn Ads that Convert ebook download via blog.adstage.io

50 Essential Social Media Advertising Stats

Posted by on May 19, 2017 in Advertising, Social
50 Essential Social Media Advertising Stats

There are a lot of things people say about social media advertising. Some say it works only for B2C businesses, others that they work only for small ones. Some even dare to say social media advertising isn’t effective at all.

None of that is true. Social media advertising works! How do I know that? Because there’s a long list of stats that prove my point.

Don’t let yourself be guided by what other people say. Here are 50 of the top stats showing how effect social media advertising really is.

Facebook Advertising Stats

1. In 2016, Facebook made $26.2 billion dollars in revenue from their ads system, 95% of their total revenue. It also boasts a massive $19.81 average revenue per user in the U.S. and Canada. – Techcrunch

2. Facebook dominates the social network ad spending market worldwide by accounting for more than 65% of the total. – eMarketer

3. In Q4 2015, the company had 50 million active business pages on its platform while only 6% of them actively advertise. – Facebook

4. Facebook has 4 million active advertisers. – Facebook

5. 70% of Facebook’s advertisers are outside the U.S., while a vast majority are small businesses. – CNBC

6. Facebook is the fourth most effective social media platform to deliver content (both paid and organic), with a 41% effectiveness rate. – Linkedin

7. 78% of marketers are satisfied with their Facebook ads. – Contently

8. 52% of B2C marketers consider Facebook marketing to be more effective, while only 38% B2B marketers do so. – Social Media Examiner

9. 56% of B2C marketers have indicated that Facebook ads have helped them generate revenue for their business.  – MarketingProfs

B2C marketers generating revenue from Pinterest

Source: MarketingProfs

10. 57% of the advertising budget of companies is dedicated to mobile. – Kinetic Social

11. Images are responsible for 75 to 90% of an ad’s performance on Facebook. – Source

12. A Facebook video receives, on average, 135% more organic reach than a Facebook photo. – Socialbakers

13. Over 70% percent of marketers plan to increase their use of video ads next year. – Mixpo

14. 44% of SMB owners and marketers plan to put money behind video content on Facebook in 2017. – Animoto

15. According to one study, the average click-through rate of a Facebook ad is 0.9% and the average cost-per-click is $0.64. – Adweek

16. Compared to regular web advertising, Facebook desktop ads have 8.1x higher click-through rates while mobile ads have 9.1x higher click-through rates. – MarketingLand

17. Link Ads are most popular kind of Facebook ad. – SmartInsights

18. The most effective length for an ad title on Facebook is 4 words, and 15 words for a link description. – SmartInsights

Takeaways

Facebook ads’ popularity and usage among businesses is growing fast. Still, 94% of Facebook pages don’t use them, so there’s a lot of room for growth.

Add images or videos to your ads as they have higher reach and effectiveness. Also, target your ads to mobile, as it takes a big part of most advertisers’ budget. That’s likely caused by the fact most people use Facebook with their mobile as well as the costs are lower.

Last but not least, use ad titles with 4 words and link description with 15 words. If possible, use link ads.

Instagram Advertising Stats

19. Instagram has 600 million users, 400 of which use it daily. This surpasses Twitter and Snapchat’s daily usage. – Statista

20. By 2017, Instagram’s global mobile ad revenues will reach $2.81 billion, accounting for over 10% of parent company Facebook’s global ad revenues. – eMarketer

instagram mobile ad revenus worldwide via blog.adstage.io

Source: eMarketer

21. 48.8% of brands are on Instagram. By 2017, this is predicted to rise to 70.7%. If we only look at the top 100 brands in the world, 90% have an Instagram account. – eMarketer and SimplyMeasured

22. Nearly three quarters of American companies with 100 employees or more will turn to Instagram for marketing purposes in 2017.– eMarketer

23. 29% of B2B marketers use Instagram.  – Content Marketing Institute

24. 63% of B2C marketers are more likely to increase their investment in Instagram ads than 48% of B2B marketers. – Social Media Examiner

25. Only 36% of marketers use Instagram, leaving you plenty of space to reach out and engage with the audience. – Selfstartr

36% of marketers use Instagram via blog.adstage.io

Source: Selfstartr

26. 52% of marketers plan to increase their use of Instagram in 2015. – Social Media Examiner

27. Over a third of Instagram users have used their mobile to purchase a product online– making them 70% more likely to do so than non-users. – Global Web Index

28. Instagram users spend on average $65 per referred sale. In comparison, Facebook users spend $55, and the average referred sale from Twitter is just $46.26. – Shopify

average order value by social network via blog.adstage.io

Source: Shopify

29. 75% of Instagram users take action, such as visiting a website, after looking at an Instagram advertising post. – Shopify

30. 50% of Instagram users follow at least one business while 60% say that they learn about a product or service on the platform after looking at an Instagram advertising post. – Instagram

31. Ad recall from sponsored posts on Instagram is 2.9x higher than Nielsen’s norms for online advertising. – Instagram

Takeaways

Instagram isn’t used as much by B2B businesses, but it’s still an effective paid channel that’s growing in popularity, especially among big brands.

Instagram is a perfect channel if you run an e-commerce store, as most Instagram users tend to act after looking at an advertisement. Also, the average spend per user and the intent of purchase are higher than other social media channels.

If you don’t run an e-commerce business, Instagram can still be highly effective to increase ad recall.

LinkedIn Advertising Stats

32. LinkedIn is used by 94% of B2B marketers. – Content Marketing Institute

33. LinkedIn is the most effective social media platform to deliver content (both paid and organic), with an 82% effectiveness rate. – LinkedIn

effectiveness of social media channels via blog.adstage.io

Source: LinkedIn

34. Even though Facebook is the most important social network to marketers overall, LinkedIn is the top choice for B2B marketers—41% say it’s the most important network they use. – V3 Broadsuite Blog

35. Just 18% of B2B SMB marketers are using LinkedIn ads. These same marketers are using Facebook ads at a rate of 75%. – Social Media Examiner

36. LinkedIn generates more leads for B2B companies than Facebook, Twitter or blogs individually. – Inside View

Takeaway

As expected, LinkedIn is used mostly by B2B marketers. For some reason, however, most of these marketers work for larger businesses, while most small business B2B marketers focus on Facebook. Still, if you work for a B2B business, LinkedIn would be one of your safest bets.

LinkedIn works best for lead generation and its effectiveness rate is the highest of all social networks.

Twitter Advertising Stats

37. Twitter has an active user base of 130,000 advertisers. – VentureBeat

38. Twitter is used by 84% of B2B marketers. – Content Marketing Institute

39. 88% of B2B marketers in North America use Twitter for content distribution. – DMR

40. Twitter is the second most effective social media platform to deliver content (both paid and organic), with a 66% effectiveness rate. – LinkedIn

41. 25% of Twitter advertising budgets are dedicated to mobile, and 89% of Twitter’s Q1 revenue in 2015 came from mobile. – Infini Datum

42. Promoted tweets have been attributed to a 29% increase of offline sales. – Twitter

43. In 2014, 80% of U.S. marketers use promoted Tweets. eMarketer

44. People who see video ads on Twitter are 50% more likely to be aware of the advertiser’s brand, feel 14% more favorable about the brand, and had 18% higher purchase intent (versus those not exposed to video ads). – Twitter

Video ads of Twitter improve brand metrics via blog.adstage.io

Source: Twitter

Takeaways

Despite what some may think, Twitter is used by a great majority of B2B marketers. This has to do with its effectiveness to deliver content, which is the second highest among all social networks.

Twitter video ad campaigns drive positive shifts in key brand metrics for advertisers.

YouTube Advertising Stats

45. YouTube is used by 74% of B2B marketers. – Content Marketing Institute

B2B social media platforms usage via blog.adstage.io

Source: Content Marketing Institute

46. YouTube is the third most effective social media platform to deliver content (both paid and organic), with an 64% effectiveness rate. – LinkedIn

47. When it comes to deciding what to buy, 6 in 10 YouTube subscribers prefer to follow the advice of their favorite creator over their favorite TV or movie personality. This paid relationship would work like an ad, but not a direct one. – ThinkWithGoogle

48. 71% of businesses with more than 100 employees use YouTube. – Social Media Examiner

49. 48% of marketers plan to add YouTube to their content strategy in 2017. – Hubspot

50. YouTube’s net U.S. video ad revenues account for 18.9% of the U.S. digital video ad market. – eMarketer

Takeaways

YouTube is the second largest search engine in the world. If you have video ads, use them on YouTube, even if you work in a B2B industry.

Using YouTube with the Display Network to promote your video ads isn’t the only way you can foster its power. You should look to partner with influencers to promote your business. Also, instead of trying to make a sale right away, focus on teaching people, which will increase your engagement and relevancy.

Conclusion

In this article you learned the real power of social media advertising. As you have seen, the big five social media networks are highly effective for any kind of business. It’s still true, however, that some work best for certain kinds of businesses than others. That’s why you need to choose the one that are most relevant to your needs.

Now it’s your turn. Which of the five social media channels shown here have you used to promote your business? Which have been the most effective of all?

[The PPC Show] Episode 45: Irina Skripnik, Senior Product Marketing Manager at LinkedIn

Posted by on May 16, 2017 in The PPC Show [Podcast]
[The PPC Show] Episode 45: Irina Skripnik, Senior Product Marketing Manager at LinkedIn

Are you wondering how to get started with LinkedIn’s new Match Audiences? Or if LinkedIn is a good platform to reach your target audience?

>>Don’t Miss Our Webinar with LinkedIn on May 17th!<<

On this episode Irina Skripnik, Senior Product Marketing Manager at LinkedIn, joins The PPC Show to discuss the latest announcement from LinkedIn, Matched Audiences.

Listen to the full episode of The PPC Show as she shares how companies are using Matched Audiences, how to get the best performance from your LinkedIn ads, and advise on running LinkedIn ad testing.

 

 

Webinar: The Sweet Spot of True Measurement with LinkedIn

Posted by on May 5, 2017 in PPC News, Social
Webinar: The Sweet Spot of True Measurement with LinkedIn

Live Video Webinar featuring LinkedIn and AdStage: The Sweet Spot of True Measurement

It’s not just about measuring your marketing programs, it’s about the conclusions you can draw.

An increasing number of marketers are embracing full-funnel marketing. Changes in the buyer’s journey – particularly the fact that prospects may be as much as 90 percent complete with the purchase process before reaching out to a salesperson – mean that marketers must be delivering relevant messages throughout the path to purchase. And that requires a deeper understanding of full-funnel marketing.

Tune into on the demand The Sweet Spot of True Measurement, a recorded video broadcast hosted at LinkedIn HQ, to learn:

  • The difference between metrics and analytics and how to take advantage of both
  • What full-funnel marketing is and how your company can leverage it
  • Goals, tactics, and metrics for reaching prospects in the upper funnel vs. the lower funnel
  • LinkedIn’s unique approach to full-funnel marketing
  • How to effectively use the full range of LinkedIn Marketing Solutions in the upper and lower funnel

LinkedIn & AdStage Webinar The Sweet Spot of True Measurement

 

 

How to Expand Your Reach and Drive More Conversions on LinkedIn

Posted by on May 3, 2017 in Advertising, Social
How to Expand Your Reach and Drive More Conversions on LinkedIn

When LinkedIn released Sponsored Updates, later rebranded as Sponsored Content, B2B marketers took notice. Finally, there’s a social network offering that displayed native content ads next to professional oriented content, opposed to baby pictures and fine restaurants plates.

With a reach of over 480 million professional members, LinkedIn is not only a great place to increase brand awareness and encourage engagement, but can also act as a powerful channel to drive conversions in the form of web traffic, form fills, and assist sales.

In this post, we’ll walk through the 5 must try tactics which can help reach your ideal audience, increase conversion rates, and boost your return on ad spend on LinkedIn.

Tactic #1: Reach and Influence Entire Teams with Account-Based Targeting

The B2B industry has been abuzz around the topic of Account-Based Marketing over recent years.

Account Based Marketing Search Trends

*examining US search query volume for “Account Based Marketing” over the last 2 years in Google Trends

In essence, Account-Based Marketing (or ABM), is the process of Marketing and Sales teams aligning together to prospect, reach, engage, and influence ideal customer companies and contacts. In the hopes of driving more sales or revenue through focused and collaborative touch points.

This approach to marketing is complimented by the company and function targeting offered with LinkedIn Ads.

Targeting Specific Companies with LinkedIn Ads

LinkedIn advertising allows you to select up to 100 companies to target with any Sponsored Content, Text Ads, or InMail campaign using the Company Name targeting option.

Company Name Targeting in LinkedIn Ads Manager

However, each of these companies must be entered one-by-one, and you may want to target more than 100 companies in a given campaign to expand your reach. Thankfully, LinkedIn recently announced the release of their Account Targeting option.

What’s Account Targeting?

Account Targeting allows advertisers to upload a list of company names they’d like to reach with their ads. LinkedIn will match this list against nearly 12 million company pages, and create an audience targeting bucket which can be used in ad campaigns.

Account Targeting in LinkedIn Ads Manager

Learn all the steps to get setup in our, “Quick Guide to LinkedIn Matched Audiences”.

Reach Entire Teams with Function Targeting

A study by Harvard Business Review revealed that B2B purchase decisions typically involve 5 or more people within a company. With LinkedIn’s function targeting you can reach all the influencers and decision makers within a department.

Function Targeting in LinkedIn Ads Manager

Add it as a refined target to your Company Name or Account Targeting to reach the exact companies and teams that would make ideal customers.

Tactic #2: Pinpoint Exact Prospects to Target with Contact Matching

According to IDC Research, “nearly 50% of a tech company’s marketing program budget is spent on awareness”. In short, as digital marketers we’re too acquisition focused. Aligning the majority of our budgets to generate new contacts in our database.

However, some of the best opportunities for potential new customers are already sitting in your database – added from previous prospecting and marketing campaigns. While LinkedIn Ads can be great driver of new prospects, with their release of Contact Targeting, it now can be an excellent vehicle for lead nurturing.

What’s Contact Targeting?

This offering allows advertisers to upload a list of up to 30,000 email contacts, which will be matched with the associated LinkedIn user profile, revealing back a target that can be used in advertising campaigns.

Opposed to targeting broader audiences, Contact Targeting allows advertisers to pinpoint exact prospects which have a high likelihood to buy or are an ideal fit for your solution or service.

Contact Match in LinkedIn Ads Manager

Pro-tip: Ensure you prepare your file before, only containing a single column of email addresses, and include a header title “email”. Uploading a raw list, without this formatting, will result in errors.

Learn more about this process in our, “Quick Guide to LinkedIn Matched Audiences.

Tactic #3: Couple Your Sponsored Content Campaigns with Text Ads

While many direct response advertisers have taken advantage of Direct Sponsored Content – due to its ability to easily test ad creative, direct the click through to a web page, and track conversions back to the campaign and ad level – it’s counterpart, Text Ads, often are glossed over. Text Ads can be a powerful driver of new conversion opportunities.

What are the benefits of Text Ads?

  • Lower average CPC and CPM costs than Sponsored Content & DSC ad units
  • Only shown to LinkedIn users on Desktop devices
  • You can test different variations of headlines, body copy, images, and destinations
  • Supported by the LinkedIn Insights tag conversion tracking
  • You can run Sponsored Content & Text ad campaigns together

Top Line Text Ads in LinkedIn Update Feed

Right Rail LinkedIn Text Ads

Shameless plug: Within AdStage advertisers can easily duplicate the targeting of any Sponsored Content campaign over to a Text Ads campaign to expand your reach. Learn more.

Tactic #4: Optimize for Mobile Conversion Flows

There’s continued adoption of LinkedIn users to access the platform using a Mobile device – whether on their browser or using the app. This trend has been so prevalent that some advertisers are seeing the majority of their clickthroughs coming from mobile devices in Sponsored Content campaigns.

AJ Wilcox Quote - LinkedIn Advertising Group

*Insights from AJ Wilcox, CEO of B2Linked within the LinkedIn Advertising Group.

This is why it’s more important than ever to think through the mobile conversion experience. Mobile users are less likely to fill out long forms, read long form content, or have the patience for ill-fit images to load.

There are two main options to convert more mobile traffic:

       1. Ensure your landing page is mobile responsive

  • Render a version of your landing page that is mobile friendly
  • Ensure the page loads quickly
  • Slim your forms down for typing on mobile
  • Be precise with your copy
  • Test different calls-to-actions

Learn more tips on making your page mobile-responsive from this great checklist guide from Unbounce.

2. Use LinkedIn’s Lead Gen Forms

LinkedIn recently announced the launch of Lead Gen Forms. A frictionless mobile experience that allows prospects to enter their information, with one click, right within the ad in the post feed. Lead Gen ads skip the landing page experience and the form can be easily created without any needing creative or dev resources.

Lead Gen Forms in LinkedIn Ads Manager

Learn how to get setup with Lead Gen cards in our walkthrough post, “How to Set Up LinkedIn Lead Gen Forms and Sync Your CRM”.

Tactic #5: Win-Back Lost Visitors with Retargeting Campaigns

Websites typically convert at single digit conversion rates. It’s gut wrenching to think of all the hard work and money it takes to get a qualified prospect to visit your site, only to have the vast majority leave without taking an action. Entice lost prospects to come back and convert by reaching them again with Text, Sponsored Content, or InMail retargeting campaigns.

Web Audiences in LinkedIn Ads

Getting started with LinkedIn’s Website Audiences is easy:

  1. Ensure you have the LinkedIn Insights Tag placed across your entire website.
  2. Navigate to the tools drop down, and select “Matched Audiences”.
  3. Then select the, “Create an audience to retarget”, button.
  4. Create segments of visitor audiences by which web page(s) they viewed.
  5. Use the audiences as a custom target in your ad campaigns.

For more help you can reference the official step-by-step guide from LinkedIn.

Wrapping Up

With the additions of Matched Audiences (Web, Contact, and Audience Targeting) and Lead Gen Forms, LinkedIn has significantly strengthened their offering for acquisition marketers. It’s easier than ever to pinpoint your exact ideal audience, provide a better experience for mobile users, and reach lost web visitors all under the LinkedIn Ads Manager suite. Have you tried any of these tactics? Let us know how they performed for you by leaving a comment!

Quick Guide to LinkedIn Matched Audiences

Posted by on Apr 25, 2017 in PPC News, Social
Quick Guide to LinkedIn Matched Audiences

LinkedIn announced a powerful new feature called Matched Audiences, which includes three new targeting tools that let you combine LinkedIn’s professional data with your own first-party data. Now you can target website visitors, contacts, and specific accounts on LinkedIn.

LinkedIn Matched Audiences positively impacts ROI by focusing efforts on the people and accounts that are most likely to drive revenue for you. Here’s a look at the targeting tools and how to use each one.

Website Retargeting

This feature helps you market to LinkedIn members who have visited your website. Not only will you be able to tailor your ad content with more relevant messaging, but you can also better guide potential customers through the funnel.

Get started by adding a LinkedIn Insight Tag, a lightweight JavaScript tag that manages conversion tracking, retargeting, and web analytics for LinkedIn ad campaigns, and watch your audience list grow as more LinkedIn members visit your site.

Contact Targeting

Use this tool to build a custom audience by uploading your email lists or connecting to your CRM. From there, you can create messaging specific to this audience, and re-engage with churned customers.

Account Targeting

Get your message in front of decision makers at your target accounts with this feature. Upload a list of your target companies, then use LinkedIn’s data to run an account-based marketing campaign. You can target by professional demographics to make sure you’re reaching the people with buying power in the accounts with the most prospects.

LinkedIn says during its six-month Matched Audiences pilot program, on average, customers saw a 30% or more increase in CTR when Website Retargeting, Contact Targeting, or Account Targeting were used. Ready to try it out for yourself?

Steps To Get Started with LinkedIn Matched Audiences

To match LinkedIn’s robust professional data, you’ll need to provide your own third-party data. In this example, we’ve chosen to create an accounts-based list based off our This Week in Ad Tech audience information.

Quick Guide to LinkedIn’s Matched Audiences via blog.adstage.io

Step #1 

Within Campaign Manager in LinkedIn, navigate to “Tools” in the upper right hand corner and select Matched Audiences.

 

Quick Guide to LinkedIn’s Matched Audiences via blog.adstage.io

 

Step #2

Navigate to the “Uploaded list audiences tab.”

Quick Guide to LinkedIn’s Matched Audiences via blog.adstage.io

Then click on “Upload a list.”

Step #3

Once the audience list is exported as a CSV file, navigate back to LinkedIn’s Campaign Manager where you’ll be asked to name your audience and verify if the list contains accounts or contacts. In this example, we compiled an contact-based list from our newsletter audience.

Quick Guide to LinkedIn’s Matched Audiences via blog.adstage.io

Step #4

Again, our example here is contact-based. From there, you’ll click “Upload file” to upload your list as you prepare to run your campaign.

Quick Guide to LinkedIn’s Matched Audiences via blog.adstage.io

 

Step #5

You’ll have to be patient once your list is uploaded. LinkedIn says currently, your list may take up to 48 hours to match and become available for targeting.

 

Quick Guide to LinkedIn’s Matched Audiences via blog.adstage.io

LinkedIn Matched Audience Email Match Rates

 

You can follow the progress of matching to anticipate and prepare for the start of your campaign.

As a LinkedIn Certified Marketing Partner, it’s no secret AdStage loves the advertising capabilities this platform provides. Check out the 10 Stats You Need To Know About B2B Marketing on LinkedIn we shared a few months ago. Like the fact that 80% of B2B leads come from LinkedIn!

LinkedIn Matched Audiences is rolling out, so keep checking your Campaign Monitor for access. Be sure to check out our LinkedIn Advertising Suite if you’e looking to drive more leads.

LinkedIn Ad Tests: It’s Time to Actually Run One

Posted by on Mar 2, 2017 in Automation, Reporting, Social
LinkedIn Ad Tests: It’s Time to Actually Run One

Does this scenario sound familiar?
You read LinkedIn’s post about testing your Sponsored Content.
You thought you’d give it a try and wrote a few ads which have been running ever since…
…and you never got around to testing them.

If this is you – don’t worry – you’re not alone. Taking time to create, run, and revisit test ads is one of the things marketers love to forget to do. Or, if you are at an agency and you’re juggling dozens of clients, you simply may not have the time to give LinkedIn the attention it deserves. I get it, believe me.
So, let me show you how I set up my latest LinkedIn Ad tests in the hopes of giving you another bump to give it a try. Obviously, having AdStage would make all of this a lot easier, but I’ll give you step by step instructions in case you do not. (Sales Pitch: At least start the AdStage trial to use it for this test…it’s free and does not require a credit card.)

Step 1 – Creative Strategy

If you already have creative running and you just want to try some new images or copy, it’s easy. Pick your best performers and write some ads with new images or updated text.
In this example, I was starting from scratch and needed to spend a little time thinking about my audience and what my ads were trying to achieve. So, I took the time to jot down answers to these questions:

  • Who is the audience?
  • What is their goal and how can I help them achieve it?
  • What emotion do I want to appeal to?
  • What tactics will I use to convince them?

LinkedIn says, “Consider running at least four [ads] for any major campaign” and “two weeks is the minimum amount of time recommended [to run a test].” Since my goal was to set up this test and walk away for more than a month I wanted to run at least 12 ads. That way, I could run 4 ads every two weeks. I’m also assuming you have a “control” ad that will always be running (just in case your test ads are terrible) so that leaves 9 new ads to be created.

After 6 weeks, that’s a lot to review.

Step 2 – Mad Men Time, Write Those Ads

I chose three images, and wrote three updates. 3 Images x 3 Updates = 9 ads. Math! Here’s a few of those ads:

LinkedIn Ad Tests: It’s Time to Actually Run One via blog.adstage.io

Note: There are three ways to build these ads:

  1. LinkedIn (free) – Just go to an existing campaign and build some Direct Sponsored Content (DSC). I would keep all my creative in a spreadsheet to start and do a lot of copy and paste. Submit one by one. This will take you maybe 15 minutes.
  2. AdStage (paid subscription) – We offer an ad combination builder. Drop in a bunch of images and text, and then choose from all the possible combinations.
  3. B2Linked Bulk Editor (freemium with AdStage subscription) – If you want to upload multiple ads to many different campaigns, then use this tool from B2Linked to avoid having to spend hours creating ads one by one. B2Linked themselves use it to upload 3,000 ads each month. You fill out a spreadsheet then upload it and poof: Ads!

Step 3 – Wait for Creative Approval 😴

Be sure your ads are in an Active campaign so they get reviewed. Once they make it through approval they will go live, so don’t be surprised if all your ads start getting impressions all of a sudden.

I used AdStage to set up a Rule that ran every 6 hours and checked to see if my ads were approved and active. Once my ads were active, the Rule paused them. This way I limited the time my test ads ran before the official LinkedIn Ad tests started.  Once I got the email that my ads were paused, I knew I was ready to fire up my test. If you’re working directly in LinkedIn be sure to set yourself a reminder. “Siri remind me to check my LinkedIn ad approvals!”

LinkedIn Ad Tests: It’s Time to Actually Run One via blog.adstage.io

Step 4 – Test Setup

Ok, now we’re on to setting up the LinkedIn Ad tests themselves. The goal here is to keep running your control ad (assuming you have at least one ad that’s been live for awhile) alongside 3 test ads. I always run the test ads for two weeks, or until they’ve run long enough that I know they are stinkers. If they qualify as stinkers, then I want to pull them out early.

So how exactly do we set it up? I’ll walk through one of many ways to run LinkedIn ad tests. If you want to get all scientific about it, you can run your results through a statistical significance calculator as well.  But – let’s be real – you don’t have enough budget to run every ad to stat sig. The good news is if you’ve been running LinkedIn ads for a while, you’ll have a reasonable sense of what good and bad ad performance looks like, so the plan with this test is to get to that point with the least amount of spend possible.

The goal is to rotate an ad out of circulation once it drops below your lower threshold but has had enough impressions to get an honest shot at it. Marketers use many different metrics to measure how “good’ an ad is and it depends heavily on your business and goals. Here are some typical metrics marketers use:

  • CTR
  • Cost per Click
  • LinkedIn Conversion Rate*
  • LinkedIn Cost Per Conversion*
  • LinkedIn Return on Ad Spend (ROAS)*

*Note: You can use these three metrics if you have LinkedIn Conversion Tracking setup…and you should. If you’re using your own conversion data you can send those conversions to AdStage as custom conversions or just review all your data manually in a spreadsheet.

If you’re not sure what to use. Start simple and use these test parameters:

  • One Control Ad: Already Active
  • Test Ads: Test 3 Ads until 2 weeks has elapsed or the ad has 10,000 Impressions and CTR<0.5%

Step 5 – Run the Test

Now you have a plan. Congrats! You just need to execute.

There are two ways to do this:

  1. Schedule some time every few days to check in on your ad performance. If I go this route I drop invites into my Google Calendar or use a project management tool like Asana or Do.com to nag me more efficiently. Also check in at the two-week marks to make sure ads are cycling through as needed.
  2. Use AdStage Rotations. Set everything up in advance like this and then hit Done.

LinkedIn Ad Tests: It’s Time to Actually Run One via blog.adstage.io

Regardless of which route you go, ensure you have your ads set to “Rotate Variations Evenly” in your LinkedIn campaign settings. This is one of the best hidden features in LinkedIn! Find it yet? Didn’t think so… it’s in the gear next to your campaign name.

LinkedIn Ad Tests: It’s Time to Actually Run One via blog.adstage.io

Step 6 – Monitor

Remember, we always have our control ad running so if any weirdness happens (Superbowl, your website goes down, etc.), you have a comparison ad in place. After all your ads have reached their target or 6 weeks has passed, it’s time to review your LinkedIn Ad tests.

There are two ways to do this:

LinkedIn Ads View: Check out your overall performance trend and each ads metrics. It’s a little hard to see trends but you can see overall who did well and who sucked.

AdStage Report: Build a table and an Ad Line Widget to see the performance over time of your ads.

LinkedIn Ad Tests: It’s Time to Actually Run One via blog.adstage.io

Step 7 – Pick Your Winners

After every ad gets a shot (either by earning enough impressions or by using their two weeks), make sure you set aside some time (even just 10 minutes) to go through the results of your LinkedIn Ad tests. Based on the metrics and goals you set, which ads performed well? What patterns and trends do you see in those ads?

Side Note: I would say I’d share my results so you can learn what works but let’s be honest…my ads work for me and your ads work for you. Pretending that ads created for my audience, product, and landing page will behave in exactly the same way as your ads is just plain click-baity. And, there are plenty of ideas to try from LinkedIn themselves. Pick a few tricks and test them…it’s the only way to know.

Then, most importantly of all, run more LinkedIn Ad tests based on these results. One test is never going to magically teach you everything you need to know. Keep refining, iterating, and perfecting your ads. Good luck!

LinkedIn Ad Tests: It’s Time to Actually Run One via blog.adstage.io

10 Stats You Need to Know About B2B Marketing on LinkedIn

Posted by on Feb 28, 2017 in Social
10 Stats You Need to Know About B2B Marketing on LinkedIn

As a LinkedIn Certified Marketing Partner, we could not have been more excited when LinkedIn released the 10 stats below. We are strong believers in the power of marketing on LinkedIn (especially for a B2B platform like ours), and now we have the stats to prove it!

10 Stats You Need to Know About B2B Marketing on LinkedIn via blog.adstage.io

Making the Most of Marketing on LinkedIn

Impressed by these stats? If so, perhaps your next question would be: How do I make sure I am getting the most out of this platform? Read on to learn about how AdStage can take your LinkedIn advertising even further:

79% of B2B Marketers believe social media is an effective marketing channel.

…and you probably want to be able to compare your social media efforts across channels. AdStage has deep integrations with Facebook, Twitter, and LinkedIn (as well as Google and Bing), so you can see how you’re doing ACROSS NETWORKS and IN ONE REPORT.

80% of B2B leads come from LinkedIn and 43% of marketers say that they have sourced a customer from LinkedIn. 46% of social media traffic coming to your company site comes from LinkedIn.

With AdStage, you can track these conversions across your search and social ads to see how you stack up to this stat!

92% of B2B Marketers leverage LinkedIn over all other social platforms.

If you’re doing most of your marketing on LinkedIn, you probably have a lot of ads to create and update! Check out our Bulk Update Creation and Editing!

79% of B2B Marketers view LinkedIn as an effective source for generating B2B leads.

How do you measure effectiveness? CTR? Cost per click? Conversion rate? Cost per conversion? ROAS? No matter which metrics you prefer, get beautiful reports on the data you need AND have them automatically sent to yourself (or your clients) at your desired cadence.

10 Stats You Need to Know About B2B Marketing on LinkedIn via blog.adstage.io

57% of all those who visit LinkedIn do so on a mobile device.

Make sure your ad creative will resonate with mobile users and link to a mobile-friendly landing page. With our ad combination builder, you can drop in different images and text options and then choose from all the possible combinations.

10 pieces of content are consumed before a purchasing decision is made. 94% of B2B Marketers use LinkedIn to distribute content and LinkedIn SlideShare reaches 70M unique visitors a month.

With the AdStage Sponsored Content app, you can have the tools to build multivariate tests with your Sponsored Content, duplicate Sponsored Content across multiple campaigns, and even add unique tracking URLs. This way, you’re making sure that those 10 decision-making pieces of content – whether they’re white papers, SlideShares, or blog posts – are falling into the hands of the most qualified traffic possible!

10 Stats You Need to Know About B2B Marketing on LinkedIn via blog.adstage.io

Ready to try using AdStage to enhance your marketing on LinkedIn? Try a 14-day, free trial (no credit card required).