The LinkedIn Quarterly Advertising Monitor - February 2021
I have now tracked 5 quarters of ad costs since 2020. AS 2021 is starting and we still are in Covid-19 lockdowns all over the world, we are seeing an overall drop in costs for ads on all accounts.
So we are in the middle of Q1/2021, it is time for an update of the 2020 numbers.
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 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 Q1/2021 are:
- There is a good decrease of 10%-20% in the CPM cost across the board
- There is an even bigger decrease in the CPC cost
- InMails remain stable
- Text ads are rising a little everywhere
2020-2021 evolution
The overall graphs for the year (and I have taken a sample)
The numbers for Q3
Remember, LinkedIn advertising, just like Facebook advertising, is getting more and more an art. By tweaking different parameters you can certainly reduce the numbers and cost!
And then there are Job Posts or Ads?
We have to remember that LinkedIn is now offering a FREE job post but with no or very limited visibility. This has an effect in my opinion in the price of the the current jobs. The job posting for a marketeer increased to 33€/day which is a major jump of over 30%
Closing thought on Targeting on LinkedIn
From the research I did 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?
Global Enabler, advisor for SDG entreprises.?Altruistic projects, that’s my commitment to spread, popularize GUILD4AI vision.? Founder #GUILD4AI G4AI #AI #AFRIA #CDA #Africa L’Hacienda member ??? #G4AI member ??
3 年Good job here from Mic Adam We love ?? Christian Jumelet HighChloeCloud
Team building Expert | LinkedIn Top Voice | Forbes featured | I help executives manage change, foster innovation, & boost their bottom line ???? ???? Actress ?? Writer ?? ???
3 年If the ads are generating results great. They certainly aren't that visually appealing and they don't stand out though.
Business Builder & Fixer | Management Consultant | Outsourcing | Non-Exec Director
3 年I dont know *ANYONE* who has advertised with LinkedIn. Which shocks me.
Mastering LinkedIn while your agency was still on Facebook ★ Certified Ads Expert ★ 11+ years of experience creating LinkedIn campaigns that drive customers (and ??)
3 年Hi Mic, thanks for sharing this again. The findings of your research are almost similar to the ones AJ Wilcox shared, so I guess the trend you are seeing both is undeniable.