Case Study: Higher Conversion Rates and Increased Traffic with LinkedIn Ads
Millbrook Vineyards & Winery | Corporate Gift Campaign
BBG&G launched a LinkedIn advertising campaign to reach the corporate B2B market in search of gifts for employees and clients during the holiday season. We targeted professionals in the local tri-state area in the banking, financial services, insurance, investment management, and real estate industries, as well as individuals with Vice President of Sales, Marketing, and Business Development titles. In addition, we optimized the campaign to target individuals who would be most likely to click on the ads and visit the Millbrook website.
We created in-feed single image ads and carousel ads showcasing Millbrook’s high-quality wines and custom labels. Within the month-long campaign, the ads received 351,466 impressions and 456 clicks. VP and C-level professionals from Morgan Stanley, JPMorgan Chase & Co., Citi, Bloomberg LP, PwC, Goldman Sachs, IBM, Ernst & Young, KPMG US, Deloitte, and Bank of America engaged with the ads.
Hudson River Valley Greenway | Dutch and Native American Heritage in the Hudson River Valley Brochure Campaign
To drive interest in the new Dutch and Native American Heritage in the Hudson River Valley Brochure, BBG&G launched a LinkedIn advertising campaign to reach museum and library professionals. The goal of the campaign was to persuade individuals to fill out a request form to receive printed copies of the brochure to display at their locations and offer to their visitors.
For this campaign, BBG&G utilized the message ad feature within LinkedIn. A message ad was sent to leads with information about the brochure and a link to fill out the form. Over the course of two weeks, the campaign received 385 impressions and 132 clicks with an average click-through rate (CTR) of 4.29%. This phenomenal CTR is eleven times the industry standard CTR across all LinkedIn ads of 0.39%, indicating that the campaign reached the correct targets and delivered a message that resonated with them. Some of the companies reached were The Metropolitan Museum of Art, The New York Public Library, the New-York Historical Society, and the Guggenheim Museum.
Cancer Services Program of the Hudson Valley | Resources for Healthcare Professionals Campaign
Cancer Service Program (CSP) of the Hudson Valley came to BBG&G looking to spread awareness about their services and resources to professionals in Ulster, Sullivan, and Orange County. Targeting individuals in the healthcare service and community and social services industries we ran an ad campaign that included single ads, carousel ads, and a message ad. The goal of the campaign was to drive website visits and encourage individuals to contact CSP for more information.
As a result, the month-long campaign received 512 website visits, 57,572 impressions, and a 1.23% CTR – twice the industry average CTR of 0.44% – 0.65% for sponsored content.
Conclusion
LinkedIn is a valuable tactic for marketers. According to Hootsuite, brands have seen a 33% increase in purchase intent resulting from ad exposure on LinkedIn. In addition, marketers see up to 2x higher conversion rates on LinkedIn. If you’re looking to reach the B2B market consider LinkedIn advertising.
By Kayla, Account Manager & Strategist | April 20, 2022
