LinkedIn is the world’s largest professional network with over 740 million members. With its huge user base and targeting capabilities, LinkedIn ads can be highly effective for driving app installs. Yes, you can absolutely run app install campaigns on LinkedIn.
LinkedIn offers robust targeting options to reach your ideal audience and drive them to download your app. You can target by job title, company, industry, interests, groups, and more. This allows you to hone in on users who are more likely to be interested in and download your app.
In addition to precise targeting, LinkedIn also provides detailed analytics on your app install campaigns. You can track metrics like CTR, CPC, conversions, and ROI to optimize performance. LinkedIn campaigns also integrate with major app stores for accurate tracking of installs.
Benefits of Running App Install Campaigns on LinkedIn
Here are some of the major benefits of running app install campaigns on LinkedIn:
- Targeting business professionals – LinkedIn’s user base is primarily made up of working professionals, not random consumers. This allows you to target B2B apps to relevant titles and companies.
- Lead generation – LinkedIn ads allow adding lead gen forms to capture user info and build customized audiences for remarketing.
- Precise targeting options – Target by job title, company, industry, job functions, interests, groups, and much more.
- Audience expansion – Expand your reach with LinkedIn’s algorithmic targeting that finds audiences similar to your targeting.
- Detailed campaign analytics – Track clicks, CTR, conversions, CPC, CPAc, ROI, and more to optimize campaigns.
- App tracking integrations – Integrate with app stores for accurate tracking of app install conversions.
- Proven channel – 79% of B2B marketers say LinkedIn generates the best ROI for their content marketing.
- Professional mindset – Users are on LinkedIn in a business/professional mindset which can boost conversions.
- Retargeting capabilities – Remarket to users who don’t initially convert to increase conversions.
- Audience sharing – Share target audiences across LinkedIn, Facebook, and Instagram for expanded reach.
Types of App Install Campaigns on LinkedIn
There are a few main types of app install campaigns you can run on LinkedIn:
Sponsored Content
Sponsored content places your ads natively in the LinkedIn feed. You can use videos, images, carousels, and more. Headlines, text, and links drive users to click and download your app.
Text Ads
Text ads on LinkedIn allow you to create simple but compelling text-based ads to promote your app. Include a strong headline, description text, and call-to-action.
Dynamic Ads
Dynamic ads automatically promote your best performing content to target audiences. They require less ongoing optimization.
Lead Gen Forms
Collect user contact info with lead gen forms before driving them to download. Nurture leads and build custom audiences.
Message Ads
Send targeted Sponsored InMail messages directly to prospective app users. Personalized outreach can boost conversions.
How to Create an App Install Campaign on LinkedIn
Here are the key steps to setting up an app install campaign on LinkedIn:
- Sign up for a LinkedIn ads account and access the Campaign Manager.
- Choose your objective – app installs or app engagement (optimize for CPI or CPA).
- Set your targeting – job titles, companies, interests, etc. Use audience expansion to extend reach.
- Design compelling creative – videos, photos, carousels that clearly promote the app.
- Write attention-grabbing headlines and text – highlight key app benefits and value.
- Add an effective call-to-action – “Download Now”, “Get the App”.
- Send traffic to a landing page that drives installs – keep it simple and focused.
- Integrate app store tracking via AppsFlyer, Tune, Adjust, etc.
- Set a campaign budget and schedule – start small to test performance.
- Launch campaign and monitor results – optimize based on key metrics.
Follow these steps to effectively attract your target audience, drive quality traffic, and boost app install conversions on LinkedIn.
Best Practices for LinkedIn App Install Campaigns
To maximize results from your LinkedIn app install campaigns, here are some proven best practices:
- Target a niche audience – Be as specific as possible in targeting.
- Highlight key differentiators – Communicate what makes your app unique.
- Use video ads – Video content can boost engagement and installs.
- Retarget engaged users – Remarket to those who’ve shown interest but not converted.
- Promote benefits – Focus copy on tangible user benefits and value.
- Spotlight positive ratings – Showcase strong app store ratings and reviews.
- Use A/B testing – Try different creatives, offers, and audiences.
- Make calls-to-action clear – Easily explain the desired user action.
- Drive to a focused landing page – Send traffic to a page optimized for install conversions.
- Advertise new features – Promote recent updates and new capabilities.
Applying these best practices will help you get the most out of your ad spend and achieve your install goals. Be sure to continually test and optimize different elements of your campaigns.
Optimizing App Install Campaigns on LinkedIn
To drive down costs and increase conversions, focus on optimizing these key elements of your LinkedIn app install campaigns:
Audience Targeting
Refine your targeting using LinkedIn’s data and analytics to hone in on your highest potential audience segments. Leverage interests, job titles, and audience expansion.
Creative
A/B test different creative approaches – video vs image ads, different captions, call-to-action wording, etc. Go with what resonates most.
Landing Pages
Send traffic to landing pages designed specifically to convert visitors into app installs. Keep messaging tightly aligned.
Bidding Strategy
Use automatic bidding or switch to manual bidding to fine tune bids and decrease cost per install. Set bids for each audience.
Negative Keywords
Add negative keywords to avoid unwarranted clicks from irrelevant searches. This will help lower average CPC.
Regularly optimizing your targeting, creative, landing pages, bids, and negative keywords will steadily improve LinkedIn app install campaign performance.
Measuring Performance of LinkedIn App Install Campaigns
It’s crucial to monitor campaign analytics to understand what’s working and optimize accordingly. Here are key metrics to track for LinkedIn app install campaigns:
Cost Per Install (CPI)
What is the average cost to acquire each app install? Lower CPI indicates greater efficiency.
Cost Per Click (CPC)
What is your average cost each time someone clicks your ad? Lower is better.
Clickthrough Rate (CTR)
CTR reveals how compelling your targeting and creatives are to drive clicks. Higher is better.
Install Rate
What % of users who click your ad go on to install your app? Higher indicates better quality traffic.
Return on Ad Spend (ROAS)
This measures your revenue return for each $1 spent on ads. Shoot for at least a 3:1 ROAS.
Lifetime Value (LTV)
How much revenue does each app install user generate over their lifetime? Maximize this.
Analyze these metrics frequently and test adjustments to steadily improve the performance of your LinkedIn app install campaigns.
Conclusion
In summary, LinkedIn provides an extremely effective platform for running app install campaigns to drive downloads from your target B2B and professional audiences.
With precise targeting options, compelling creative formats, and detailed performance analytics, you can dial in your LinkedIn app install campaigns to achieve strong ROI. Be sure to continually optimize your audience targeting, creatives, landing pages, and bids. And closely monitor key metrics like CPI, CTR, CPC, and ROAS to improve performance over time.
By leveraging LinkedIn’s unique capabilities and these best practices, you can succeed in running profitable app install campaigns to boost conversions and meet your user acquisition goals.