What results should I expect on LinkedIn campaigns?

The benchmark click-through rate (CTR) for a lead generation campaign on LinkedIn can vary based on several factors such as industry, ad type, and target audience. However, as of the most recent data, a typical benchmark for LinkedIn sponsored content (which includes lead generation campaigns) ranges from 0.35% to 0.45%.

Here's a more detailed breakdown of factors that can influence CTR:

Industry Benchmarks

- Technology: Generally sees higher engagement due to the platform's professional audience. CTRs can range from 0.4% to 0.5%.

- Financial Services: Can expect CTRs around 0.3% to 0.4%.

- Education and Training: Often sees higher CTRs, ranging from 0.4% to 0.6%.

Ad Types

- Sponsored Content: The most common type of ad, with CTRs typically between 0.35% and 0.45%. We often see above 1% on our mature campaigns, and even 2%+ when the content quality is high.

- Text Ads: These tend to have lower CTRs, usually around 0.02% to 0.08%.

- InMail Ads: Can achieve higher engagement, with CTRs generally ranging from 0.6% to 1%. 3% and above is possible with good messaging and targeting, but exceptional.

Target Audience

- Senior Executives: Engaging senior-level professionals can lead to lower CTRs due to their busy schedules, but the quality of leads can be higher.

- Mid-level Managers: Tend to engage more, resulting in higher CTRs.

- Industry-specific Targeting: Tailoring campaigns to specific industries or job functions can improve CTR.

Optimising CTR for LinkedIn Lead Generation Campaigns

1. Compelling Ad Copy: Clear, concise, and compelling ad copy can greatly improve CTR.
2. Strong Visuals: High-quality images or videos can attract more clicks.
3. Precise Targeting: Narrowing down the audience to the most relevant users ensures that the ad reaches those most likely to be interested.
4. A/B Testing: Continuously testing different versions of your ads can help identify what resonates best with your audience.
5. Engaging CTAs: Clear and enticing calls-to-action encourage users to click through.

Key Takeaways

- 0.35% to 0.45%: General benchmark for LinkedIn sponsored content.

- Higher for Specific Industries: Technology, education, and training sectors often see higher CTRs.

- Varies by Ad Type: InMail ads tend to have higher CTRs than sponsored content or text ads.

While CTR is a valuable metric, it's important to note that it should be considered alongside other metrics such as conversion rate and cost per lead to get a complete picture of campaign performance.