The LearninGT team optimised key campaign levers to maximise business outcomes.

Messaging and creative: Continual focus on refinement of messaging and creatives contributed to lead conversion. Grant Thornton

experimented with creative design best practices, showcasing their unique value proposition and featured people's imagery to build trust and credibility.

Audience: They discovered that there was a gap between their original targeting parameters and the Ideal Customer Profile. While their courses are best suited for Accounting and Finance professionals with up to three years of working experience, they had been targeting the entire Accounting & Finance function. This resulted in many irrelevant leads, which weighed down conversion rate and drove up Cost Per Lead.

The team began experimenting with other targeting parameters such as Skills and Seniority, and monitored campaign performance regularly to optimise quickly.

Bidding Strategy: They used Maximum Delivery as their campaign bidding strategy, allowing Campaign Manager to automatically optimise their ad spend based on objectives.

 
As results improved, the team began directing more budget to LinkedIn Ads. This gave their campaigns scale and improved ad frequency, which helped lift their results.