Loom’s biddable media strategy
We used LinkedIn as the backbone of this strategy as it offered unparalleled access to the role-specific groups that represent Event Store’s target audiences. The ability to target specific sectors and job roles meant that we were able to reach valuable audiences which translated into impressive results, reflecting a huge increase in clicks and conversions.
- Using two LinkedIn campaigns tailored to Event Store’s specific key groups, we were able to adjust the messaging for each and encourage each to take action. For developers who would be using the product directly, we promoted the technology and the practical advantages of using the platform. When targeting CTOs, we concentrated on driving a high-level business decision.
- We also ran a number of other campaigns that were segmented using different methods of audience targeting, including Hubspot Audiences, Google Remarketing Audiences, Insight Tag remarketing audiences and sector-specific targeting.
- We utilised this wide range of different audience insights and data to create a full-funnel approach that meant we could target users at different stages, based on previous behaviour or interests, and tailor our approach to where they were in the funnel.
- We used a range of assets and messaging specific to each service and sector.
- We also ran supporting activity on Google Display with the same objectives to reach an even wider group of relevant leads.
The results of our LinkedIn Ads campaigns
As a result of this tailored, highly specific approach, our LinkedIn Ads have delivered impressive results for Event Store:
- 3,000 clicks on LinkedIn ads, reflecting a 770% increase year on year
- 323 conversions, representing sign-ups and downloads through the website
- 70,000 ad impressions
- An average cost per click of £6.18, a decrease of 33% year on year
