Dennis Yu

I love LinkedIn ads, but they cost so much!

Though the quality is slightly better than Facebook for B2B.

Looks like the min CPC and CPM bids are determined dynamically by account and even down to the ad level, so the $4 min CPC mentioned previously isn’t accurate.

$10 min daily budget, which is not an issue for the enterprise.

Notice that you can bid by CPM, too.

If you are confident in your content, then choose this option. Facebook will charge you about $12 for a thousand impressions in the newsfeed in the US. So you’re paying only double on LinkedIn while getting a higher CTR, apples-to-apples.

Facebook has more traffic, is cheaper, is more “top-of-funnel”, and provides advanced lead-gen/conversion features. Read our side-by-side comparison here.

In B2B, few would dispute that LinkedIn has the highest quality traffic. Expensive, yes, but we can target by workplace, seniority, skill, interest, industry, geography, and so forth.

Here’s what you need to know:

  • Keep your audiences really small— only a few thousand– since the cost is higher.
  • We still recommend you create multiple ads to separate out the performance by the target.
  • Unlike Facebook, you don’t have to post daily, since you can select multiple updates to sponsor in a particular campaign.
  • Test to see what works— but start with Facebook. In search, you start with Google and then move to Yahoo! and Bing. In social, you start with Facebook and move into LinkedIn and YouTube.

Here’s another one, this time from our company’s own page.

We got a respectable 2.5% click-through rate.
It cost us $80 for 16 clicks, which is a $5 CPC:

As we said before, the minimum CPC bid is $4, but we’ve been able to get $3 clicks by bidding CPM and having a killer CTR.

But here is what is surprising:

Notice that while the paid ads got 16 clicks, we got 45 clicks organically, nearly 3 times as many.
So if these paid clicks cost us $80, then it would have cost us nearly $240 to buy that same level of organic engagement.

If you believe that, then the moral of the story is that it’s much more effective to produce amazing content than it is to buy your way into the LinkedIn newsfeed.

Do you find it funny that we’re spending money on LinkedIn ads to discuss how LinkedIn ads are performing?

Or that we’re primarily using Facebook to market the research that we’re doing on LinkedIn?

Some counts and analysis, if you’re interested.

But here’s what happens when you sponsor a post indiscriminately.
Look at the comments below:

When you match the right audience against the right content, you get recommendations that people appreciate- They don’t see it as advertising.

But when your targeting is off, especially in the sacred newsfeed of friends and companies that users want to follow, you’re branded as a spammer.

Isn’t it interesting to see that spam is not about Viagra or weight loss supplements, but is often the unintentional by-product of great brands who indiscriminately target?

It’s up to all of us to help companies of all sizes be more effective marketers.

Let us know how your LinkedIn campaigns fare on your business page!

Dennis Yu

Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
I'm a member of Blitzmetrics Academy and a friend of Dennis to boot. Not only is Dennis highly intelligent and full of great and creative ideas, he's also incredibly generous with both his knowledge and his time. Success couldn't come to a better guy. Thank you for all that you do for the world, Dennis! 🙏

Michael Pacheco

Marketer

Thanks 🙏 for being shining light in this industry. Love what your building for works overseas too network for jobs so innovative. Dennis helped me navigate having bad experiences with marketing agencies and doing dollar a day marketing which has helped my personal brand tremendously. Highly recommend.

Eric Skeldon

Founder at Kingdom Broker

Working with Dennis has been a delightful experience. After meeting him in 2015 I got to collaborate with him on countless occasions. His understanding for state-of-the-art marketing, his implementation, and his leadership put him into the top 0.01% of marketers and mentors.

Jan Koch

Ihr kompetenter Partner für innovative KI-Strategien.

I had the pleasure of interviewing Dennis for my podcast in 2021 and since then we have maintained a friendship that grows with each interaction. I have seen Dennis' devotion to his friends and clients firsthand, and our conversations often result in us talking about how we can provide more value to the people around us. He is someone whom I can ask questions on a technical level, and look to on a personal level. If you have any hesitancy about hiring him, get over yourself and do it!

Isaac Mashman

Help scaling personal brands.

Geez, where do I start recommending Dennis? First, he is an absolutely brilliant marketer who understands where marketing is today and where it's going tomorrow. He also has an incredible passion for the International Worker community. The lessons he has taught me from his almost 20 years of experience hiring International Workers have been immense. Most importantly though. Dennis Yu is someone who wants the absolute best for you and is willing to tell you the truth. Dennis sat with me at a point in my business where I was floundering but did not want to admit it. He asked some very straight forward questions to get me to admit my issues, highlighted the issues, and then helped me create a roadmap to success.

Atiba de Souza

International Keynote Speaker | Video Content Superman | Superconnector |

Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will notr regret Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will not regret

Nixon Lee

The PR Whisperer

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