LinkedIn Pay-Per-Click Advertising: Cybersecurity
Vantage Cyber
Snapshot
About this engagement
Vantage Cyber, a UK IT security vendor, ran a LinkedIn Pay-Per-Click Advertising program with us, and cost per lead on LinkedIn fell 57%. LinkedIn Pay-Per-Click Advertising targets by job title, company size, industry, technology stack, and seniority, with creative written for IT buyers. On a security program the audience is the person who owns security. Leads reach the client's own sales team.
Challenge
What we were asked to solve
A LinkedIn program is judged on the cost of each lead that reaches the sales team and on who that lead is.
Solution
How we approached it
Targeting is set before creative on a LinkedIn program, because the audience decides what each click costs. Creative and copy are then written for that audience.
Cost per lead on LinkedIn ended 57% lower.
Results
The numbers that tell the story
The record
What the published record shows
57% lower cost per lead
Cost per lead on LinkedIn ended 57% lower for Vantage Cyber, a UK IT security vendor.
The security buyer
On a security program the audience is the person who owns security, and the creative is written for that buyer.
Audience sets the cost
On LinkedIn the audience decides what each click costs, so targeting was set before the creative.
What is not published
Spend, lead volume, and the program window for Vantage Cyber are outside the published record.
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