Are LinkedIn Ads During Covid-19 Time Effective?

LinkedIn Ads

In April and May, we launched reseller and brand campaigns in various countries on LinkedIn. The message was about helping to improve online content. Important during the current e-commerce boom by free product data and integrations for retailers. And, we focused on the Free Brand Cloud for brands. The product information manager to help brand owners enter the product data that their retailers need.

As a result of these campaigns, the Nordics generated 144,741 impressions and 528 clicks, with an engagement rate of 1.65%. The total number of platform registrations went up by 24% in April and even by 104% in May compared to the same period last year. The same campaign in France generated 68,745 impressions, had an engagement rate of 1.39%, and the total number of registrations compared to last year went up by 246% for April and by 55% in May. Can that be explained by the campaign or by other effects such as the e-commerce boom during Covid-19?

Registrations down due to corona lockdown?

By comparing the trends for countries for which we didn’t do a campaign, we conclude that the positive registrations effect is mainly caused by the respective campaign. For example, in Italy in April a decrease by -7.9% in new spontaneous registrations and in May “only” an increase by +25% in registrations compared to the same period last year. For Germany, an increase by 7.3% in April and a decrease by -15% in May in registrations compared to the same period last year.

Future Campaigns

So, our conclusion is that a LinkedIn campaign does help to raise the number of registrations. In the future, we will continue with LinkedIn campaigns in specific verticals and target brands and resellers to join our platform.

Wouter Maatman

Digital Marketing Manager at Icecat N.V.