Success Story
Channel
LinkedIn has always been considered as primary channel for advertising by ASEE Serbia, but not all resources were there to proceed.
We're happy to partner with ASEE Serbia in paving this road to leverage LinkedIn Ads to promote their success!
Overview
Objective
Awareness & Document Download
We received a timely heads-up and a detailed briefing regarding the campaign plan, so that we had enough time to optimize the landing page, PDF, creatives, budget, ad type, target markets, and overall communication messages.
The main objective was to effectively communicate the benefits and value of their solutions to a specific industry, highlighting an innovative approach to SME Financing.
In order to achieve brand's goal, campaign was expected to get a certain level of reach in high priority markets and get them to learn more about this success story, as they wanted to announce their successful project to a large market to create awareness around this success.
The success story was shared a PDF documentation. So it meant downloading the document was a secondary target to achieve.
As a result, we decided to go with the website traffic objective to increase our reach and the likelihood of PDF download (conversion).
Campaign Planning
Target Audience
Our budget estimation was based on the CPM of similar campaigns in the nearest industries and markets.
We poured some extra commitment from our campaign management efforts into getting cheaper CPM to achieve the reach goal.
Ad Type
Both parties understood the value and benefits of carousel ads for such campaign type to bring more results.
By using carousel ad type, we aimed to increase engagement with multiple images and showcase a more in-depth story of the success story.
We had enough of carousel ads within our target audience and campaign period, in order to give creative liquidity to platform.
Creatives
Creatives are the first touchpoint of an ad, and it has to be engaging and speaking to its audience. We decided to proceed with multiple carousel ads, each in a different visual style and messaging.
Campaign Optimizations
Ad Rotation: We didn't go with the default option, which delivers more impressions to a better-performing ad creative.
Instead, we decided to rotate ads evenly because we wanted to gather enough data on each creative's performance and also for communicating different messages.
Targeting Expansion: In them midst of campaign period, we expanded our targeting criteria to support reach & CPM goals.
Bidding Optimization: Our bidding strategy required a slight increase to ensure competitive placements but without overspending.
Cost Control: Maintained control over cost per landing page click by not enabling bid adjustment for high-value clicks.
Challenges
Challenge #1 – Conversion
This conversion was expected to happen on the landing page. However, there was no Insight Tag or conversion setup specific for this campaign.
Solution #1: Website Actions
The website actions feature was announced during the campaign period. We leveraged Linkedin's new feature to setup conversions without any code implementation or complexity by using website actions.
Challenge #2 - Audience & Budget
The budget was limited for the targeted share of voice in all target countries.
Our budget estimation was based on the CPM of similar campaigns in the nearest industries and markets.
We poured some extra commitment from our campaign management efforts into getting cheaper CPM to achieve the reach goal.
Solution #2: Close Monitoring and Optimization
Our close monitoring and campaign optimization helped us achieve the reach goal.
In the planning phase, we decided to include more than one carousel ad so that our reach could increase and frequency could be kept at an ideal level.
By doing so, we also avoided the target audience seeing the same creative too frequently, while also communicating different key messages.
Campaign Optimizations
Ad Rotation: We didn't go with the default option, which delivers more impressions to a better-performing ad creative.
Instead, we decided to rotate ads evenly because we wanted to gather enough data on each creative's performance and also for communicating different messages.
Targeting Expansion: In them midst of campaign period, we expanded our targeting criteria to support reach & CPM goals.
Bidding Optimization: Our bidding strategy required a slight increase to ensure competitive placements but without overspending.
Cost Control: Maintained control over cost per landing page click by not enabling bid adjustment for high-value clicks.
Results
The campaign resulted in significant reach within the target markets, successfully driving traffic to the landing page.
The key performance metrics analysis from the campaign are as follows:
Analysis:
Reach: We exceeded our expected reach, achieving 12.5% higher reach than planned.
Impressions: The campaign delivered a substantial 143,564 impressions, reflecting the high visibility of the ads.
Frequency remained around 4 which was ideal as planned.
Cost: While our CPM was slightly higher than expected, the cost was justified by the high-quality traffic and engagement we received. The achieved CPC was higher than our expected CPC, however this was a new advertising account with no historical data from the account. Important to note that our target was a cold audience.
Conversions: The campaign achieved 22 conversions, indicating successful engagement with the target audience and interest in the success story PDF.
These results highlight the strong engagement and interest generated by the campaign. The carousel ads performed exceptionally well, with higher engagement rates compared to similar campaigns.
The achieved reach at ideal frequency ensured that the target audience was effectively exposed to the success story, leading to PDF downloads.
Our budget estimation was based on the CPM of similar campaigns in the nearest industries and markets.
We poured some extra commitment from our campaign management efforts into getting cheaper CPM to achieve the reach goal.
Takeaways
This campaign highlighted the importance of detailed planning and close monitoring.
The use of carousel ads proved effective in storytelling and engaging the target audience. Our strategic adjustments in bidding and ad rotation helped us optimize the budget while achieving the campaign goals.
By collaborating closely with ASEE Serbia and leveraging LinkedIn's robust advertising platform, we were able to drive significant results, setting a strong foundation for future campaigns.