Case overview
Kyriba, a SaaS API-enabled platform provider, had been running LinkedIn ad campaigns for years.
After multiple ad agencies, their campaigns were in need of a new team of specialists, well versed in LinkedIn best practices.
This is where Kyriba turned to us here at InCampaign Agency to help them move forward on LinkedIn.
Involvement
The Brief
Kyriba’s advertisements were well done and their audiences were well thought out, but we noticed that certain best practices hadn’t been followed.
Primarily, those were:
- Well over 5 ads were running in each campaign, making A/B testing vs. LinkedIn’s frequency cap optimization very difficult.
- Daily budgets were used, instead of lifetime budgets, which makes the algorithm spend on less than optimal days the same vs. days where more of their audiences were on-platform.
- Assets were advertised off-platform and on their website behind intake forms that had over 5 fields each for downloading.
- Too many campaigns were delivering to each audience segment, making for potential creative fatigue.
- Many campaign objectives were improperly chosen, making for increased CPCs and ultimately worse ad delivery.
Our Approach
Our initial approach was quite simple – optimize all currently running campaigns to platform best practices immediately, while also optimizing the asset based ads for a better user experience.
The Results
All KPIs in their campaign groups improved greatly in the first month of implementation.
Most notably in the first month: