How to Measure Results of Your LinkedIn Advertising Campaign

LinkedIn advertising is a powerful tool that can help businesses reach their target audience and generate leads and sales. However, in order to get the most out of your LinkedIn advertising campaigns, it's important to measure their results.

There are a number of ways to measure the results of your LinkedIn advertising campaigns. Here are a few of the most important metrics to track:

• Click-through rate (CTR): This metric measures the percentage of people who see your ad and click on it. A high CTR indicates that your ad is relevant and interesting to your target audience. For image ads, you’ll generally want to be above 0.40%.

• Cost per lead (CPL): This metric measures how much you pay each time someone fills out a form to become a lead. A low CPL indicates that you are getting a good deal on your advertising. However, the CPL should be higher for high intent calls to action like “get a free demo” or “request more information” compared to high funnel actions like “download our ebook”.

• Conversion rate: This metric measures the percentage of people who click on your ad and take the desired action, such as visiting your website or filling out a lead gen form. A high conversion rate indicates that your ad, and landing page, is effective at driving conversions.

• Return on investment (ROI): This metric measures the amount of money you earn from your LinkedIn advertising campaigns, minus the amount of money you spend on advertising. A positive ROI indicates that your advertising is profitable.

You can track these metrics in LinkedIn's reporting tools within the Campaign Manager. These tools allow you to see how your ads are performing and make changes to your campaigns as needed.

By tracking the results of your LinkedIn advertising campaigns, you can make sure that you are getting the most out of your investment. You can also use this data to improve your campaigns over time and achieve your business goals.

Here are some additional tips for measuring the results of your LinkedIn advertising campaigns:

• Set clear goals for your campaigns. What do you want to achieve with your advertising? Do you want to generate leads, increase website traffic, or drive sales? Once you know your goals, you can track the metrics that are most important to you. The most common goal with LinkedIn ads is achieving a predetermined cost per lead and ensuring that enough of those leads convert to customers to drive a positive ROI.

• A/B test your ads. This involves running two versions of the same ad, with different headline, copy, or images, to see which one performs better. A/B testing can help you identify the most effective ads and improve your results over time.

• Track your conversions. Not all clicks on your ad will result in a conversion. It's important to track the number of conversions you receive from your ads so you can calculate your ROI. Some clicks result in direct conversions and other clicks will assist another marketing channel like Paid Search or Organic. You can set which type of conversion you want to view and how long after the click you want to credit conversions to the ad. Utilizing the LinkedIn tracking pixel is a must for this option.

By following these tips, you can measure the results of your LinkedIn advertising campaigns and make sure that you are getting the most out of your investment.