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Linkedin Advertising - Great for B2B lead generation

LinkedIn Advertising is very similar to Google and Facebook’s pay per click programs as you simply setup your ad and then pay every time someone clicks on it.

LinkedIn ads are great for generating B2B leads as most people using this platform are using it for work or other business related purposes. I have found that leads coming from LinkedIn appear to be of significantly higher quality and often have a higher conversion rate than the other platforms.

Segmenting LinkedIn users

Like all pay per click platforms you can target certain demographics. A great feature, which really makes LinkedIn advertising stand out, is being able to target by industry and title/job type. This feature allows you to generate leads that are the decision makers in an organisation.

The downside to LinkedIn pay per click

Unfortunately LinkedIn pay per click is quite a bit more expensive compared to Google Adwords and Facebook ads. The minimum PPC amount on LinkedIn is US$2. This can be a good thing however as many of your competitors will opt for the cheaper platforms where they will be competing with everyone else for the same top spots and hopefully be lost in the crowd.

There are ways to minimise this cost. I have found this LinkedIn advertising strategy to work very well:

1. Setup the ads you want to run on LinkedIn on Google Adwords first (you could try Facebook as well but I have found this platform is better suited for B2C lead generation)
2. Track the conversion rate of those ads
3. Take the best performing ads and replicate them on LinkedIn.

I first trialled this technique for a company called Huthwaite which specialises in sales and negotiation training. After running a few Google Ads I identified that their best performing ad received a 12% conversion rate (visitor to lead). When I replicated the advert on LinkedIn this went up to a whopping 40%!!!

Now here is the interesting bit… Even though LinkedIn advertising appears significantly more expensive per click, once you factor in the much higher conversion rate you are actually paying less than half the price per lead.

LinkedIn PPC stats:

• Google Adword Campaign had a 12% conversion rate with each lead costing $14
• Linkedin Advertising yielded a 40% conversion rate with each lead only costing $6.

Another nice benefit as mentioned above is that the quality of the LinkedIn leads is a lot higher. There appears to be more general managers and directors coming through as leads compared to sales executives and business development managers coming from Google Adwords.

So don’t let that high pay per click cost put you off! If you’re looking to generate some high quality B2B leads LinkedIn advertising is definitely worth a shot.