How to Get the Most from Those High LinkedIn CPCs

Posted by @audreylaine, Wed, Jul 25 9:05am

LinkedIn has quickly built a reputation to be the premier place to target users for B2B companies. It has the most extensive information about a person’s job, responsibilities, skills, education, company, etc., anywhere on the web.

It also has a reputation for having some of the priciest costs per click (CPC) in the self-serve PPC market.

Do you pay the CPC premium to target who you know are likely the right users?

Or do you pay a lower cost and target those who have a greater chance of being a poor fit?

SEJ says: blend the best of both of those worlds.

COMMENT

Interested to hear your opinion on this, @MakalaArce, since you've shared a case study about advertising for an MCSMN conference on LinkedIn and other platforms.

Liked by MakalaArce

@audreylaine

Interested to hear your opinion on this, @MakalaArce, since you've shared a case study about advertising for an MCSMN conference on LinkedIn and other platforms.

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Very clever idea! We haven't tested this to my knowledge. But, I concur with higher LinkedIn CPCs. (Though it's still been worth it to us in isolated cases, such as advertising an event) I also agree that LinkedIn offers unique targeting abilities, such as targeting only those with X years of experience, or only those who work in the "Media and Communication" job function within the "Hospital and Health Care" industry.

One concern/question I have is about the subsequent cost of reaching such a narrow audience on one of the peer platforms. In the past, when we've more narrowly targeted a Facebook audience, the cost has seemed to go up (unlike on LinkedIn when narrowly targeting). So, I'm wondering if the Facebook CPC would go up significantly due to narrowing to just the LinkedIn retargeted audience. But, even if so, perhaps there would be some other platforms that wouldn't ding you for this.

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