LinkedIn Marketing Case Study: How We Outperformed Benchmarks with 6.6% Conversion Rate
FAQ Conversion Rate
Avg. Session Duration
CPV (Cost-Per-View)
Llama Lead Gen created a LinkedIn strategy to educate vaccine-hesitant audiences on COVID-19 and direct them to reliable research sources, in one of the largest digital marketing campaigns in history.
LinkedIn is the largest professional networking social media platform. Therefore, it is uniquely positioned for B2B marketers to succeed. LinkedIn offers a wide range of ad types from top-of-funnel awareness level campaigns to more middle-of-funnel lead generation ad types that directly embed forms and autofill contact information. Due to the higher quality of lead for B2B marketers, LinkedIn can be more expensive to develop campaigns for – unless you know what you’re doing.
Why LinkedIn was essential for this campaign
Three campaigns were run on LinkedIn, primarily focused on healthcare professionals/frontline workers, underrepresented minorities, and religious communities that were disproportionately affected by the COVID-19 pandemic.
The primary creatives for these campaigns were sponsored content single image and video ads that were developed in both English and in Spanish in order to improve the overall effectiveness of the message.
Through these campaigns, we directly asked and answered some of the most common questions that skeptical individuals have about the COVID-19 vaccine. By using not just real healthcare professionals but some of the top minds in the industry, like the President and Dean of the Morehouse School of Medicine and the President of the National Medical Association, among others, we were able to add legitimacy to our overall message on LinkedIn.
Dr. Gerald Harmon
Family Medicine Specialist
Dr. Angelica Kottkamp
Infectious Diseases Physician
Dr. Tyeese Gaines
Emergency Medicine Physician
Anabelle Martinez
Business Owner
Chase Skylar
Military Veteran
Dr. Lisa Harper
Religious Leader & Influencer
Campaign strategy and execution across phases
Faith-based audiences received video creatives specific to how they worship in a world where COVID-19 exists while still answering several of the same questions as our more general campaigns.
LinkedIn campaigns were implemented in two phases:
Phase 1
Awareness and video ads targeting general audiences, underrepresented minorities, faith-based individuals, and essential workers.
February – April
6 Target Audience Groups
8 Campaigns
72 Ads
Phase 2
Expanded variation of Phase I with a larger budget dedicated to the general audiences
April – June
6 Target Audience Groups with Expanded Segmentation
12 Campaigns
88 Ads
Overall Linkedin marketing campaign performance
$1,000,000
Budget
31,867,122
Impressions
0.11%
CTR (Click-Through Rate)
$0.54
CPV (Cost-Per-View)
0.57%
VTR (View-Through Rate)
9,186
Site Visitors
488
FAQ Clicks
2.05
Average Pages Visited
0:28
Average Session Duration
Linkedin ad campaign highlights
6.6%
FAQ Conversion Rate
49%
Average Bounce Rate
Best-performing LinkedIn creatives
Phase 1
Have Qs about COVID-19 vaccines?
- Amount Spent – $44,162
- Impressions – 2,472,048
- Ad Clicks – 1,400
- CPC – $31.54
- CTR – 0.06%
Phase 2
HAA Events – 6/3
- Amount Spent – $40,666
- Impressions – 519,021
- Ad Clicks – 2,922
- CPC – $13.92
- CTR – 0.56%
LinkedIn post click metrics
5,565 Website Sessions
171,979 All-Platforms Average
0:28 Average Session Duration
0:19 All-Platforms Average
1.7 Pages Viewed Per Session
1.9 All-Platforms Average
368 FAQ Views
4,641 All-Platforms Average
6.6% FAQ Conversion Rate
1.3% All-Platforms Average
