DECREASE LINKEDIN AD CPC BY SWITCHING FROM CLICK TO IMPRESSION OBJECTIVES

Summary from the TLDR Marketing newsletter

A tech company was running CPC campaigns on LinkedIn, with the goal of driving website visits. The team found that campaigns with a CTR of more than 1% had 2-3x higher CPMs than the suggested bidding range. They switched these campaigns to impression-based bidding, which resulted in a 55% decrease in CPC and a 30% increase in conversions.