Monday, February 06, 2012

SearchQuant: Starting Coverage on LinkedIn Ads

If you're in online marketing and have a B2B focus, exploring LinkedIn is probably on your To-Do list. Most of LinkedIn's revenue still comes from job listings and premium subscriptions (~40% & 27%, respectively, Quora Q&A here), so it safe to say their 135M+ members and 4B searches per year are one of, if not the biggest aggregations of B2B search activity anywhere, and are currently under-monetized, right?

Perhaps not. As I found out while trying to running a campaign targeting Apple employees, LinkedIn CPCs are crazy high ($3.50 in my case). Others are reporting similarly high CPCs, including Dave Eisenberg of super-sophisticated targeting firm TellApart, who saw $5-20 CPCs on B2B & B2C campaigns he ran recently. The shockingly high CPC anecdote list continues:

1. 5X higher CPCs than AdWords for a side-by-side B2B campaign (S. Katharaman in India, 1/22/12);
2. $4.94 recommended CPC for a B2B campaign (5/31/11)
3. $1.76 CPC for a B2B software campaign (2/23/11)
4. $2.25 CPC for B2C campaign for high-end tree houses (3/5/11)
5. $3-3.50 for specialist electronics (10/7/11)

Some of the anecdotes have happy endings due to very high B2B AOVs, but most seem to be wondering why the floor at LinkedIn is higher than some ceilings.


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3 Comments:

Blogger Bryann mcgrew said...

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11:09 PM

 
Blogger raj patil said...

Hi,
I really like your post.
Thanks for sharing such great information. It is very informative and provides knowledge of linkedin advertising

4:29 AM

 
Blogger IdavD james said...

Today's in the 21st century modern world has been changed. Today's art become more creative, and there are lot of world wide "graphic design companies" provides services of "creative brochure design" or "custom logo design" or even the "company logo design". If you are not in a core creative business like design or art, don't worry still you can Draw the line where you will between art and design.

3:33 AM

 

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