topic Re: LinkedIn Ads - CPL's are rising... When should I stop my campaign? in Ads

LinkedIn Ads - CPL's are rising... When should I stop my campaign?

FEngels — Tue, 08 Jun 2021 08:26:01 GMT

Hey there,

just a quick question for the linkedIn ads specialists out here. One of our whitepapers had a pretty successful campaign (Cost per Lead around 40$). We have been running it for a while now and the CPL stayed almost the same. In the past week the CPL rose to 220$ and the completion rate of the lead form decreased from aroud 15% to 3.5%.

I think it might relate to the 40k impressions we are at now (Audience size around 10k), so everyone of our audience should have had a mean of 4 impressions (I know its not a 100% accurate but you get the point). Does anyone of you have a heuristic on how long you should run your ads and why the CPL's are increasing so strongly after some time?

Thanks in advance and have a great week everyone

Best

Flo

Re: LinkedIn Ads - CPL's are rising... When should I stop my campaign?

natsumimori — Tue, 08 Jun 2021 05:57:50 GMT

Hi @FEngels , thank you for your post!

@KTownsend and @Jonno_Price , would you guys mind sharing your advice for @FEngels ?

Re: LinkedIn Ads - CPL's are rising... When should I stop my campaign?

natsumimori — Wed, 09 Jun 2021 02:43:16 GMT

Tagging @NicoleSengers and @karstenkoehler in too for broader discussion:)

Re: LinkedIn Ads - CPL's are rising... When should I stop my campaign?

KTownsend — Wed, 09 Jun 2021 07:35:25 GMT

Hi Flo,

How long has your campaign been running for? We tend to find that our CPL rises after a certain point due to audience fatigue - have you tried refreshing the audience to target new member interests/groups/skills/job titles? Usually, when we do this, we start to see an increase in leads and a decrease in CPL.

It could also be worth refreshing the ad copy and imagery, which tends to have a similar effect for us. Hope this helps!

Katie

Re: LinkedIn Ads - CPL's are rising... When should I stop my campaign?

Jonno_Price — Fri, 11 Jun 2021 08:37:37 GMT

Hi Flo, I agree with Katie on this point. By your description it sounds like this is simply a case of creative fatigue and the ad relevance score decreasing which in turns increases the CPC. If each person has seen the ad 4 times then they would probably have downloaded it by now - so it is time to refresh the campaign.

Best practice is to have multiple creatives running and then every 1-2 weeks, pause the ad with the lowest engagement and replace it with new ad creative. Over time, this will improve your ad relevance score (based on indicators that LinkedIn members find the ads interesting, such as clicks, comments, and shares), which will help you win more bids.

Just as an aside - I always try to focus on the pain points of the audience personas that make up the 10k audience you are targeting. If you tease out enough of their top pain points and challenges and then look at creating a sequence of content & creatives to address those challenges then this gives you what you need to keep refreshing your campaigns and improve relevance score. Hope that helps!

Re: LinkedIn Ads - CPL's are rising... When should I stop my campaign?

natsumimori — Fri, 11 Jun 2021 09:06:11 GMT

Thank you for you input Katie and Jonno!

Re: LinkedIn Ads - CPL's are rising... When should I stop my campaign?

FEngels — Fri, 11 Jun 2021 09:07:33 GMT

Thanks a lot you two!!! 🙂

Re: LinkedIn Ads - CPL's are rising... When should I stop my campaign?

EWeber8 — Sun, 09 Feb 2025 01:40:53 GMT

What happened here? Did the CPL ever come down? I happen to be a LinkedIn ads expert and consultant. If you want me to review your campaigns, I'd be happy to do so.