The power of LinkedIn Profile targeting
One of those key additional layers of data turned out to be LinkedIn Profile targeting data. Staysure started by overlaying 150 industries onto its existing campaigns to see which job verticals resonated with the company’s products. Surprisingly, one of the best performing industries was construction – not the traditional audience Staysure would typically target.
“Based on what we’ve seen, our theory is that people working in the construction industry are more likely to have pre-existing long-term medical conditions, particularly when you think of labourers having to do lots of heavy lifting,” said Hurst. “This proved to be a low volume, but extremely well performing, segment for the campaign – even outperforming our highly targeted remarketing campaign.”
After testing and learning which industries were high performers, Staysure targeted the 20 best performing industries and set aggressive bid modifiers up to +300% to gain additional clicks. “You’ve got to be brave with your numbers,” quipped Georgina. But this strategy was also born out of confidence, having seen from the original testing period that these audience segments performed well.
The targeting strategy paid off. LinkedIn Profile targeted campaigns had a 94% higher CTR and 111% higher conversion rate than standard text ads. “I was shocked by how strong the performance was of LinkedIn Profile targeting,” said Hurst. “For the conversion rate to be significantly higher than even our previous website visitors was very surprising.” As a result of implementing LinkedIn targeting, Staysure managed to increase its overall conversions by 5%
between August and December 2019.
With such strong performance thanks to a collaboration with Microsoft Advertising, Staysure now plans to replicate this success across its other brands. “We didn’t even know that these people existed as potential customers for our products,” said Robinson. “And when some of these audiences did perform well, it was a puzzle. But that’s the beauty of this approach. We’re testing the boundaries to see how far we can push this strategy to maximise our reach and potential.”
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