Letter from a marketer disappointed with Linkedin’s sponsored ads [review]

“Dear sponsored campaign,

After struggling for two hours to manually enter 99 job titles that made sense for my ad, getting an audience of 1000 people, starting over a couple of times due to setting errors, creating a large target audience of 240000 people, all strictly off-target.
After creating 23 variations of my ad, all amazing, but not getting permission from Linkedin staff to publish them for 48 hours. After writing to the Linkedin help desk to get them activated. After spending just 10 euros in one day and then 100 euros all in one go. Here I am getting 70 clicks, 2 conversions totally out of scope spending 200 euros: 100 euros for each conversion and I sell licenses that are worth 50 euros a year.
Dear sponsored campaign, I say goodbye. I’m going to invest my money in a nice advertorial that at least I don’t have to produce results”.

How to overcome disappointment and make peace with Linkedin sponsored ads

After a few burns that led to extreme resistance to Linkedin’s sponsored ads our disappointed marketer thought he’d give this tool one last chance, choosing to attend AJ Wilcox’s Linkedin Advertising course offered by CXL Institute. That’s when everything changed.

Content offer: conversion is in the middle

Have you ever thought that the word “conversion” contains the concept of “act of faith”, the idea of sacredness and religiosity that there is in the trust expressed by users towards your brand?
We often tend to forget this and design content with the sole purpose of telling our product or service in the most fascinating way possible. The hardest thing is keeping the promise we make to the user when we offer content through a social platform: whether it’s organic or sponsored. The content must be useful or at least interesting.

Bow and arrow for Robin Hood, or how to organize the targeting

On this topic all cheatsheets or whitepapers made by the same platform suggest “target broader, spend less”. Wilcox professes exactly the opposite: the audience should not exceed 80000 (and 20,000 on the downside). This is because it allows us to have a cleaner target audience. If traffic costs so much on LinkedIn let it at least be valuable! Here are some of the best practices you propose:

Linkedin Advertising, a course from 10 and praise

AJ Wilcox’s course is undoubtedly the best of the CXL Institute courses attended so far. This is not only because of the clarity of the teacher, the course material, the division of topics into different courses, and the balance between theory and exercises. But above all, because it is a truly applicable course, offering continuous insights into the reality that surrounds us daily because it can really be applied from day one. In short, the 4 lessons of as many hours allow you, whether you have no basis, or you already have a smattering (or rather a burn) on the subject, to change something in their marketing strategy.

Okay, but why are you telling me all this?

This post is the result of a great training opportunity that happened to me with a bit of luck. On Linkedin, I follow the marketing agency MOCA by Marco Ziero (because they have a nice newsletter, very useful and a way of perceiving marketing that convinces me). From there I saw that some accounts had obtained online certifications from a portal unknown to me. After visiting the site for a few minutes I was already suffering from that strong complex of “I’d like to but I can’t”. To my surprise, without believing it too much, I got a scholarship from CXL Institute, the Academy founded by Peep Laja. It’s a reality that brings together many marketers that I have respected and followed for a long time, with very practical courses. There remains the challenge of being able to transform the practical knowledge developed by professionals who operate in an Anglo-Saxon context, a bit different from ours, and apply it in the Italian context, which has its roots in very different assumptions.



Copywriter, missed storyteller, almost…

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