{"id":238,"date":"2023-01-17T09:03:00","date_gmt":"2023-01-17T09:03:00","guid":{"rendered":"http:\/\/seichov.cluster031.hosting.ovh.net\/?post_type=case-study&#038;p=238"},"modified":"2026-06-15T13:27:08","modified_gmt":"2026-06-15T13:27:08","slug":"prosta-optymalizacja-kampanii-linkedin-ads-infografika","status":"publish","type":"case-study","link":"https:\/\/seicho.pl\/case-study\/prosta-optymalizacja-kampanii-linkedin-ads-infografika\/","title":{"rendered":"Prosta optymalizacja kampanii LinkedIn Ads &#8211; Infografika"},"content":{"rendered":"<div class=\"wp-block-post-date\"><time datetime=\"2023-01-17T09:03:00+00:00\">17\/01\/2023<\/time><\/div>\n\n<div class=\"wp-block-post-excerpt\"><p class=\"wp-block-post-excerpt__excerpt\">Jak kilkoma banalnymi zmianami poprawi\u0107 CTR o 800% i obni\u017cy\u0107 \u015bredni CPC z 18,31 z\u0142 do 1,85 z\u0142 w LinkedIn Ads?<\/p><p class=\"wp-block-post-excerpt__more-text\"><a class=\"wp-block-post-excerpt__more-link\" href=\"https:\/\/seicho.pl\/case-study\/prosta-optymalizacja-kampanii-linkedin-ads-infografika\/\">czytaj dalej<\/a><\/p><\/div>\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-foo\">W kampanii kierowanej do w\u0142a\u015bcicieli i manager\u00f3w firm mieli\u015bmy za zadanie poprawi\u0107 wyniki istniej\u0105cej kampanii LinkedIn Ads, kt\u00f3rej celem by\u0142o <strong>pozyskanie kontakt\u00f3w <\/strong>oraz <strong>zwi\u0119kszenie ruchu na landing page<\/strong>. Musieli\u015bmy jednak dokona\u0107 tego bez zmiany kreacji, co wydawa\u0142o si\u0119 niemo\u017cliwe przy bardzo drogich klikni\u0119ciach oraz niskim wsp\u00f3\u0142czynniku klikni\u0119\u0107 w kampanii.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Rozszerzenie grupy docelowej<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-12rdu\">Wst\u0119pnie kampanie podzielone by\u0142y geograficznie &#8211; na Stany Zjednoczone i Uni\u0119 Europejsk\u0105 z bardzo szczeg\u00f3\u0142owym kierowaniem na poziom hierarchii, umiej\u0119tno\u015bci, wielko\u015b\u0107 firmy oraz funkcj\u0119 pracownika. Grupy docelowe na poszczeg\u00f3lne lokalizacje wynosi\u0142y odpowiednio <strong>110 tys. u\u017cytkownik\u00f3w oraz 68 tys<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-6k4vq\">Pierwsze rozszerzenie grupy docelowej polega\u0142o na po\u0142\u0105czeniu obu lokalizacji w jednej kampanii oraz rozszerzeniu kierowania o dodatkowe funkcje pracownika. Zwi\u0119kszy\u0142o to wielko\u015b\u0107 grupy docelowej do <strong>320 tys. os\u00f3b<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Zmiana celu kampanii<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-foo\">Kampania ustawiona by\u0142a pod Cel &#8211; Ruch na stronie bez wdro\u017conych konwersji oraz manualnym ustawieniem maksymalnej stawki na poziomie <strong>20 z\u0142 za klikni\u0119cie<\/strong>, co jest standardow\u0105 stawk\u0105 na LinkedIn. Postanowili\u015bmy zmieni\u0107 ten cel i ustawi\u0107 kampani\u0119 pod Konwersje na stronie oraz wykorzysta\u0107 algorytmy za pomoc\u0105 Maksymalizacji konwersji.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-2487q\">Poniewa\u017c na stronie nie by\u0142o wdro\u017conych konwersji musieli\u015bmy ustawi\u0107 je wykorzystuj\u0105c do tego <strong>Google Tag Manager<\/strong> oraz <strong>LinkedIn Insight Tag<\/strong>. Ustawili\u015bmy dwa rodzaje konwersji, jedn\u0105 by\u0142o wype\u0142nienie formularza kontaktowego, drug\u0105 natomiast by\u0142 zaanga\u017cowany u\u017cytkownik, czyli osoba, kt\u00f3ra wesz\u0142a w g\u0142\u0119bok\u0105 interakcj\u0119 z tre\u015bci\u0105 strony.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-4n1j7\">Wszystkie te zmiany poskutkowa\u0142y <strong>zmniejszeniem \u015bredniego kosztu klikni\u0119cia o prawie 90%<\/strong> z 18,31 z\u0142 na 1,85 z\u0142 oraz <strong>popraw\u0105 wsp\u00f3\u0142czynnika klikni\u0119\u0107 o 800%<\/strong> z 0,3% na 2,7%. Takie wyniki w kampaniach LinkedIn s\u0105 wyj\u0105tkowo obiecuj\u0105ce, a analiza segment\u00f3w u\u017cytkownik\u00f3w wskazuje, na znaczn\u0105 zmian\u0119 w poziomie hierarchii w\u015br\u00f3d odbiorc\u00f3w naszej kampanii. W pierwotnej kampanii <strong>osoby na poziomie Seniora stanowi\u0142y 43%<\/strong> wszystkich odbiorc\u00f3w kampanii, a <strong>w\u0142a\u015bciciele firm zaledwie 18%<\/strong>, po wprowadzonych zmianach dosz\u0142o do diametralnej zmiany w tym wska\u017aniku. W\u0142a\u015bciciele firm stanowili <strong>57%<\/strong> wszystkich odbiorc\u00f3w kampanii, a osoby na stanowiskach seniorskich nie znalaz\u0142y si\u0119 nawet w pierwszej pi\u0105tce wszystkich u\u017cytkownik\u00f3w.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-foo\">Warto pami\u0119ta\u0107, \u017ce czasami proste zmiany w ustawieniach kampanii mog\u0105 mie\u0107 fundamentalne wp\u0142yw na efektywno\u015b\u0107 kampanii. <strong>Warto wi\u0119c testowa\u0107<\/strong> nie tylko kreacje oraz tekst reklamy, ale tak\u017ce <strong>poszczeg\u00f3lne elementy kampanii<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"http:\/\/seicho.pl\/wp-content\/uploads\/2023\/01\/infografika_linkedin-420x1024.png\" alt=\"\" class=\"wp-image-241\"\/><\/figure>\n\n\n<div class=\"taxonomy-post_tag wp-block-post-terms\"><a href=\"https:\/\/seicho.pl\/tag\/performance-marketing\/\" rel=\"tag\">Performance Marketing<\/a><\/div>\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jak kilkoma banalnymi zmianami poprawi\u0107 CTR o 800% i obni\u017cy\u0107 \u015bredni CPC z 18,31 z\u0142 do 1,85 z\u0142 w LinkedIn Ads?<\/p>\n","protected":false},"author":1,"featured_media":405,"template":"","categories":[6],"tags":[14],"class_list":["post-238","case-study","type-case-study","status-publish","has-post-thumbnail","hentry","category-linkedin-ads","tag-performance-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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