Have you been tracking your LinkedIn campaigns? Once your campaign is up and running, it’s best practice to keep an eye on the results so you can make any necessary changes and get the most out of your budget. In the beginning, there may be some trial and error while testing different ads, but while observing KPIs, it will become clearer what works for your business and how you can utilise digital marketing.
Click Through Rate
The click-through rate or CTR is worked out by dividing the number of clicks on an ad by the number of impressions (how many people viewed it.) Don’t worry, LinkedIn does the maths for you, but by understanding the CTR on your ads you will understand which ones are more successful. At first glance, it might seem like an ad with more clicks is doing well, however, when assessing the CTR, you might find that an ad with fewer clicks is driving more results.
Ad Engagement
Engagement is social interactions such as shares, likes, comments and reactions. These elements can be a good indicator if your ads are resonating with your target audience. If your ad has high engagement but low CTR, it could be an indicator that you’re targeting an audience that is interested in your content but doesn’t need your product or service enough to take action on your ad.
Conversion Tracking
Depending on your campaign goals, you can track how many people took an action on your ad, from filling out a lead gen to downloading your PDF. Keeping an eye on conversions can show you how effective your ads are with your audience. Lower conversions can be an indicator that you’ve selected the wrong audience, which is why understanding your demographics is important. This is something you can easily check within your campaign manager to understand more about who is interacting with your ads.
Frequency
This is how many times individuals in your audience have seen your ad on average. You want to aim for between 4 and 8 or frequency in LinkedIn. Any lower and your audience is too big, any bigger and it’s likely that your audience is experiencing ad fatigue and you need to switch it up!
Don’t worry if you don’t see results in the first couple of days of running your campaign, check back in a week and you will start to see a fuller picture of how your campaigns are doing. By keeping an eye on these KPIs throughout the duration of your campaign, you will create more effective campaigns that meet your marketing goals.
