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LinkedIn Marketing Solutions -- Right for the few, but not necessarily for the many
April 10, 2019

LinkedIn Marketing Solutions -- Right for the few, but not necessarily for the many

Justin Roodman | TrustRadius Reviewer
Score 6 out of 10
Vetted Review
Verified User

Overall Satisfaction with LinkedIn Marketing Solutions

LinkedIn Marketing Solutions was being used by our organization to post pay-per-click ads to build awareness of our SaaS product and to drive sales. We primarily focused on creating and deploying ads to specific user segments, although we ventured a little into using sponsored content as well. We did not try the sponsored inmail feature.
  • Allowed us to tune our targeting options to reach specific groups of LI users - by title, industry, etc.
  • Set a budget without long term commitment.
  • Allows you to incorporate an (albeit very small) image into your creative copy.
  • When we used LinkedIn Marketing Solutions, the reporting was not the most detailed system. The best way to gauge PPC effectiveness is by analyzing data sets, and LinkedIn didn't give us deep insight, considering it was using very specific criteria.
  • The image size limitation of 50x50 pixels makes it difficult to create/select a compelling image that matches your ad content.
  • Price. It was very expensive to do LinkedIn advertising compared to other options.
  • I think there is a lot of "ad blindness" on the platform, so ROI for text ads was very low.
  • There is a very significant cost in time and resources to develop solid content for sponsored content blocks. That needs to be factored in with the advertising cost, which again lowered ROI for us.
We chose to use LinkedIn Marketing Solutions as an additional channel to Google Ads (formerly AdWords). Comparatively, Google Ads gives you better reporting features and much lower PPC costs. The tradeoff is user segmentation -- Google lets you pick by general demographics, whereas LinkedIn allows you to sort potential customers by things like industry and job title. Knowing that LinkedIn has so much data about the user, but doesn't provide reporting that can use that segmentation to its fullest, makes the CPC seem extremely expensive.
If you have a strong budget (i.e. you're working for a medium size or larger company and you've got $1,000+/ month for this channel) then you can effectively use this solution, as long as you've got a planned ROI value. If you're running a small business with a small budget, this is most likely not the best option for you (IMHO). Like all PPC options, you'll need to test and tweak your campaigns. If you want deep data sets to create actionable insights, this also may not be the option for you.