You'll notice that we didn't use the same ad, same title, same caption. Conclusion #4: Well, this isn't conclusive If you tell a gripping story in your caption and really give away value, there's a greater chance that people will read it and click on the link. The longer caption became the main focus of the Boosted Post since the image used was the same. So we went all in on the character limit. LinkedIn Sponsored Content Ads have a smaller character limit than a LinkedIn Company Page post. Conclusion #3: Long caption performs better than short captions And the more people like and comment on a post, the more people get to see it. Plus, since boosted posts appear as native posts, more people interact with post. If visibility is your aim, boosting posts can be a great way to make sure more people see your ad. Conclusion #2: Boosted Posts get more impressions for Cheaperīoosted posts cost $8.63 less than sponsored content ads to get 1000 impressions. So for the same amount of people who saw the ads, more people would click on them. Boosted LinkedIn Page posts also had a 0.76% higher Clickthrough rate. Overall Boosted LinkedIn Page posts were $11.26 cheaper than the Sponsored Content Ads. Sponsored Content AdsĪverage CPM = $36.62 Boosted LinkedIn Page postĪverage CPM = $27.99 Conclusion #1: Boosted LinkedIn Page post outperformed by a country mile
A clean image.Īfter running the 2 types of ads for more than a month, here's how they stacked up. The Ads we ranīoth ads we ran link to our e-book page. It appears in people's feed too alongside other posts, but it is labeled Promoted. It's best to already have a link in the post. However, you cannot include a Call-to-Action in the post. You can boost any post on your Company Page feed. You're then led to the Campaign Manager to set up the campaign. Boosted LinkedIn Page postĪ Boosted LinkedIn Page post can be created by clicking the Sponsor Now button above your LinkedIn post in your Page feed. To create a Sponsored Content Ad, go to your LinkedIn Campaign Manager and click on Create Campaign > Sponsored Content. You can customize the caption, the text at the bottom of the image, and the CTA link. They appear in your feed to look like native posts, but they're labeled Promoted, the heading and description is customized, and they contain a CTA button. Sponsored Content Ads can be in the form of single images, carousels, or videos. What's the difference between Boosted Page Posts and Sponsored Content Ads Sponsored Content Ad We had been wanting to try boosting posts for a long time, so we thought while we're starting a new campaign, why not create a variant of the ad as a boosted post. Among our marketing activities, we also run ads on LinkedIn to generate top of funnel leads. Trust me, I did my research (Narrator: He Googled). We might have stumbled upon something that not a lot of other people are talking about.
This is going to be a shorter post than usual.
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