Additionally, paste this code immediately after the opening tag:
August 29, 2024
7 mins
Isaac Bullen

Ad Creative Size: An Untapped LinkedIn Tactic

In marketing, targeting, copy, and design are vital for campaign success. However, we often see a one-size-fits-all approach to creative assets, especially with square formats. This article argues for the importance of ad size in driving performance.

You may recognise this: You’re managing marketing spend, and the brand wants to cut graphic design costs. This means fewer ad refreshes, which could hurt performance and end up costing more than the savings on design.

At 3WH, we analysed three LinkedIn ad formats—Landscape, Mobile, and Square—with identical designs and copy to see how size affects performance.

Size Matters in Ad Performance

Results across B2B clients show that Mobile ads achieved the highest CTR at 0.75%, compared to 0.64% for Square and 0.53% for Landscape. Mobile also had the lowest CPL at £260.73, versus £398.71 for Square. 

Note: Google’s generative AI in Display and Demand Gen could help reduce creative costs through automated asset production, more on this in a future article.

Row Labels Average of Click Through Rate Sum of Total Spent Average of Cost per Lead
Landscape 0.53% 5469.09 319.97
Mobile 0.75% 4752.39 260.73
Square 0.64% 5763.61 398.71
Grand Total 0.64% 15985.09 326.47

“Choosing the Mobile format meant 34% more leads compared to Square ads. That's not just a saving; it's a strategic transformation in lead generation efficiency.”

Savings Breakdown

Shifting the entire ad spend to Mobile could have cut costs by more than half, delivering 34% more leads compared to Square ads. 

Why Mobile-First?

The data strongly suggests a mobile-first strategy for LinkedIn ads, yielding more leads and better ROI. But remember, mobile ads don’t serve on desktop, so a mobile-only approach might limit your reach. Balancing audience needs and budget is key here.

Testing is Key

At 3WH, testing is the foundation for data-driven decisions that turn good campaigns into great ones. Ad size matters just as much as audience and copy. A mobile-first approach, with the right balance, could unlock new levels of efficiency and effectiveness.

Other posts

Unlocking 8 Powerful Secrets: How to Positively Transform Prospects into Loyal Travel Enthusiasts
October 4, 2022
6 mins 30 secs

Unlocking 8 Powerful Secrets: How to Positively Transform Prospects into Loyal Travel Enthusiasts

In the vast domain of travel and tourism, it's not just about offering trips, but crafting unforgettable journeys. The article suggests that the essence of attracting travellers lies in humanising travel experiences, focusing on personal tales such as the local grandmother's pasta in Venice or a transformative hike in Nepal. Authenticity is paramount, with a push towards highlighting the lesser-known treasures and using platforms like Instagram and TikTok for candid showcases. It underscores the importance of personalising travel offerings using data analytics and AI, ensuring every trip feels tailored. A responsible brand ethos encompassing sustainability, eco-friendly practices, and community upliftment is highlighted as a modern necessity. The blend of technological convenience with the irreplaceable warmth of human touch in customer interactions is emphasised. Agencies are encouraged to empower travellers through webinars, blogs, and podcasts, fostering trust. The article also touches upon leveraging the Fear Of Missing Out (FOMO) to spotlight exclusive experiences and the importance of cultivating a sense of community among travellers. In wrapping up, the piece reiterates the significance of a genuine, human-centric approach, with the belief that it's about creating memories one journey at a time.

Read more
Tracking HubSpot Forms with Google Analytics: A Comprehensive Guide
October 17, 2023
5 mins

Tracking HubSpot Forms with Google Analytics: A Comprehensive Guide

At 3WH, we understand the importance of tracking and analysing data to make informed decisions and optimise our online marketing efforts. One crucial aspect of this process is tracking form submissions on our website. This thorough manual will show you how to easily combine HubSpot forms with Google Analytics so you can gain insightful data and enhance your entire marketing approach.

Read more
Bing's AI-Powered Rise: Why Your Digital Marketing Strategy Needs Bing Paid Search
May 10, 2023
4 mins 30 secs

Bing's AI-Powered Rise: Why Your Digital Marketing Strategy Needs Bing Paid Search

Keeping up with trends is crucial for businesses expecting to prosper in the rapidly evolving digital industry. With Bing's recent AI-powered search advancements, companies should consider including Bing paid search in their digital marketing strategy. In this comprehensive article, we will explore the reasons behind Bing's rise and the business outcomes for Microsoft and Google, demonstrating why it's time for businesses to give Bing paid search a chance.

Read more