Situation and Goals:
- This telecom client wanted to increase downloads of their joint whitepaper with a well-known Telecom industry analyst publication. These downloads would turn into new relevant leads for them.
Optimization Technique:
- Determined a highly targeted audience
- Geo, Keywords/Hashtags Competitors, Industry Analysts & Influencers, Job Functions, Industry, LinkedIn Groups
- Drafted 4-6 tweets and 3-4 LinkedIn posts for campaign
- Social ad campaigns work best with a variety of ad options
- Optimized ad campaign by turning off ads that were not performing, altering wording and adjusting bids
- Found that LinkedIn was converting at a much higher rate than Twitter. Shifted funds from Twitter to LinkedIn to allow for more ad spend.
- Reported on impressions, clicks, cost per click, conversions, cost per conversion and demographic data
Results:
- 23 conversions on Twitter over 9 weeks at $95.63 CPC
- 129 conversions on LinkedIn over 10 weeks at $47.73 CPC
- $8,343.02 spent
