Case study: dropping interest targeting fixed lead quality
New to targeting? Not all options are equal. Here's a lesson on "interests."
A company targeted by Member Interests (topics LinkedIn thinks someone cares about, based on what they read). Audience: 480,000 people. Cheap clicks, but sales said the leads were junk.
What they changed:
— Removed interest targeting entirely
— Replaced it with Job Function plus Company Size "201+ employees"
— Audience shrank to 95,000
Result: cost per lead rose from $29 to $47, but the sales team's accepted leads tripled.
Why it matters: cheap leads that never buy cost more than pricier leads that do.
Next step: if sales complains about quality, swap interest targeting for Function plus Company Size.
B2B Lever
@B2BLever