My B2B clients are always searching for ways to decrease cost per lead in LinkedIn.

Given the introduction of additional advertising features in recent years coupled with the fact that LinkedIn has a floor bid to enter auctions, the costs have continued to rise.

Especially when there is a smaller budget involved, we’re always on the hunt to find a way to decrease overall costs.

Here are my biggest tips for decreasing costs and increasing potential success in LinkedIn Ads.

1. Lead Gen Forms

When it comes to driving down cost per lead in LinkedIn, this is my number one suggestion.

The ability to generate leads directly within the LinkedIn platform is one of the quickest ways I have found to cut costs for cost per lead. The lead form allows the user’s information to auto-populate into the form, eliminating the need to send users to a landing page where there are a number of variables that can impact conversion rates.

For larger advertisers with more potential demand, it’s likely worth finding a way to integrate LinkedIn forms into your backend systems, so that leads flow in automatically. Tools like Salesforce, Marketo, Eloqua and Hubspot offer easy integration solutions.

For smaller advertisers, manually pulling lead form data directly from the LinkedIn platform is possible. Zapier also offers a lead form integration that can connect with 42 different apps, including ActiveCampaign, PipeDrive, Zoho, Formstack and more.

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