LinkedIn Conversation Ads were introduced by LinkedIn in 2020 in response to the shift towards more personalized, one-to-one marketing. Ideal for website visits and lead generation. Unfortunately, since last month it is no longer possible to run Conversation Ads in the EU due to privacy legislation . Especially B2B companies that used Conversation Ads for lead generation will feel this in their wallets. I explain how you can build on your LinkedIn Ads strategy in 2022 without letting the costs get out of hand. I also lift a corner of the veil, because LinkedIn is working on a replacement. Lost Value of Conversation Ads In short:.
LinkedIn Conversation Ads ensured that a conversation in the private messaging tab was fully automated. Similar to a chatbot tool, you create a conversation flow for the recipient for different calls-to-actions. Such as a lead gen form , external link and next message in the flow. The improved personalization resulted in an increased CTR ( click through rate ), a low cost per send , and finally a reduced cost per lead . With lead gen forms on the feed as job function email list the only alternative, the future doesn't look very bright, does it? Not quite true, if you do it right! A new strategy is required to prevent increases in costs and reduced effectiveness of LinkedIn campaigns. And I'll help you with that with the tips below. Keep cost per lead low with A/B testing Relevance is key.
The goal of your lead generation strategy on LinkedIn for 2022 should be to create the most relevant message for your target group. What are the focus points for A/B testing? Use your advantage. Although the Conversation Ads are no longer possible, you can still use the target group statistics. You can still see which functions, job titles, companies and industries showed the most interest in your Conversation Ads based on click behavior. So you should definitely use this information to your advantage to make your audience targeting sharper. Jump out. Test the specifications of your ad.