The LinkedIn Quarterly Advertising Monitor - Aug 2021

I have now tracked 7 quarters of ad costs since 2020. As we are in the third quarter of?2021.?LinkedIn just announced that 33% of its 10b revenue is coming from Marketing solutions aka ads. ?So time to take a look how the costs for ads on LinkedIn is evolving

Just as a reminder, I decided to keep track of a quarterly basis of the (suggested) advertising costs on LinkedIn. The goal is to track the cost to advertise to specific groups (Sales, Marketing, and Finance) at 3 levels (Belgium, Europe, and the USA) and thus give some insights into the advertising trends.?Of course, as an experienced advertising space buyer you might be able to shave off some euros or cents but I want to continue to compare the same scenarios.?

The overall conclusion for mid-2021 are:?

• There is a slight increase of 5% in the CPM cost across the board
• There is another an increase of about 10% in the CPC cost
• InMails & text ads continue to remain stable

2020-2021 evolution

The overall graphs for the year (and I have taken a sample)

The numbers for Q3/2021

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As LinkedIn advertising, just like Facebook advertising, is getting more and more an art, LinkedIn has introduced a certification program (https://training.marketing.linkedin.com/ ).?This training gives you insights into the Advertizing module of LinkedIn.??By tweaking different parameters you can certainly reduce the numbers and cost!

Additionally, LinkedIn has added Boost post to any post on the Company page.?This looks a lot like the Facebook Boost and helps marketers to faster pay for Sponsored Content.

And then there are Job Posts or Ads?

LinkedIn has had a FREE job post for a while now.?Even if the visibility is low people have been using this option more frequently to get their feet wet.?This has an effect in my opinion in the price of the current jobs.?The job posting for a marketeer remains stable at ?to 24€/day.?However, the number of jobs in July dropped by over 50% from June!

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Closing thought on Targeting on LinkedIn

From the?research ?I did last year and earlier this year when you target in the ad module of LinkedIn or use Search in Sales Navigator/Recruiter, you will not reach or find everyone that you should be reached or found. This has nothing to do with LinkedIn but with members not completing their profile.

What are your findings when it comes to LinkedIn ads?