LinkedIn video ads can be a highly effective way to reach your target audience and generate leads. However, as with any ad campaign, you’ll want to optimize for the best results. One key metric to track is your click-through rate (CTR). But what exactly is a good CTR for LinkedIn video ads?
What is CTR?
CTR stands for click-through rate. It’s the percentage of times your ad is clicked vs the number of times it’s shown. To calculate CTR, you divide the number of clicks by the number of impressions (views).
For example, if your video ad received 100 clicks and was shown 1,000 times, your CTR would be 10% (100/1,000 = 0.10).
CTR shows how effective your creative and targeting is at spurring people to click. The higher your CTR, the better. It means your ad resonates with your audience and compels them to take action.
What is a good CTR for LinkedIn video ads?
So what CTR should you aim for with LinkedIn video campaigns? Here are some benchmarks:
- LinkedIn averages: 0.09% CTR for video ads
- Industry averages: 0.30-0.60% CTR for video ads
- Top performing ads: 0.90%+ CTR for video ads
As you can see, there’s quite a range based on your goals and how well your campaign is optimized. Here’s some additional context on interpreting these CTR benchmarks:
LinkedIn Averages: 0.09%
This is LinkedIn’s reported average CTR for all video ads on their platform. It serves as a baseline of what’s typical.
While good to be aware of, don’t be discouraged if your CTR starts out lower. Focus on testing and improving your video strategy over time.
Industry Averages: 0.30-0.60%
Most brands see CTRs for their LinkedIn video ads in this range. It’s considered decent performance.
Aim to get your CTR within or above this range. Review your targeting, creative, call-to-action, etc. to optimize.
Top Performing Ads: 0.90%+
A CTR above 0.90% is excellent for LinkedIn video ads. It means your messaging is highly relevant and motivates users to click.
Don’t expect to hit this tier right away. But use these top ads as inspiration to improve your strategy. Analyze what makes their approach so effective.
What impacts LinkedIn video ad CTR?
Many factors influence your video ad CTR on LinkedIn. Consider these elements when aiming to optimize CTR:
Targeting
Who you target and how directly influences CTR. For example, targeting by job title vs targeting a broad age range. The more precise your targeting, the higher potential CTR.
Thumbnail & intro visuals
The thumbnail and opening imagery need to grab attention fast. Use compelling visuals that connect to your messaging.
Hook
Your opening copy and video hook should create intrigue and urgency to keep watching. Clearly convey the core value proposition.
Length
Shorter videos tend to perform better. Keep videos to 30-90 seconds if possible. Avoid excessive length that loses viewer attention.
Interactive elements
Polls, questions, graphics, etc. that engage the viewer can boost CTR. Make your video highly interactive.
Call-to-action
Prompt viewers to click with a clear, compelling CTA. Tell them exactly the action you want them to take.
Relevance
Keep your video tightly aligned to your audience’s interests and needs. The closer the match, the higher your CTR.
Benchmark CTR by Objective
Your goal for the video ad also impacts expected CTR ranges. Here are benchmarks for different objectives:
| Objective | Good CTR % |
|---|---|
| Brand awareness | 0.08-0.15% |
| Lead generation | 0.20-0.50% |
| Website traffic | 0.15-0.35% |
| Video views | 0.40-0.70% |
Brand awareness campaigns aim to get your message and presence out there. Expect a lower CTR goal for pure awareness objectives.
Lead generation and website traffic goals should achieve higher CTRs since you want users to take a direct action. Video view campaigns optimize specifically for getting people to watch your video, leading to higher CTR targets.
How to Improve Your LinkedIn Video Ad CTR
Here are 5 proven tips to boost your CTR on LinkedIn video ads:
1. Refine your targeting
Narrow your targeting to laser-focused segments that will find your video highly relevant. Go beyond just job titles to target interests, groups, behaviors, etc.
2. Lead with powerful creative
Spend time perfecting your thumbnail image and intro hook. Test different visuals and copy options.
3. Keep it short and concise
Longer videos see major drop-offs. Distill your message into 60-90 seconds maximum to maintain engagement.
4. Include interactive elements
Weave in polling questions, graphics, chose-your-own-adventure, etc. to get viewers actively involved.
5. Focus on a clear CTA
Prompt viewers to click by showing them exactly which action you want them to take next.
Conclusion
Benchmarking to a “good” LinkedIn video ad CTR takes testing and optimization. Start by aiming for 0.3-0.6%, then refine based on your objectives and performance data.
Elements like targeting, creative, length, interactivity, and CTA all impact CTR. Analyze these factors and consistently test new variations.
With the right strategic approach, you can steadily improve your LinkedIn video ad results and exceed industry CTR benchmarks.