EndPoint LinkedIn Campaign

This PDF outlines a LinkedIn retargeting plan for Phases 2A and 2B, focused on converting people who engaged with Phase 1 awareness ads into qualified leads and opportunities. It defines goals per phase, the audience strategy (retargeting first, then expansion), the creative approach for each phase, and the key performance indicators (KPIs) used to judge performance.

The deck includes phase-level metrics tables, creative examples for a carousel ad and a video concept, plus kill/scale rules and two test hypotheses (audience and creative format).

• Phase 2A goal: generate qualified leads from users who engaged in Phase 1; support KPIs: CTR (click-through rate) and engagement rate; format: retargeting via carousel ad.
• Phase 2B goal: drive deeper interest and education via CTA (call to action); support KPIs: conversions and ROAS (return on ad spend); decrease CPC (cost per click); format: retargeting via video.
• Plan objective: increase CTR above 0.40%, achieve engagement rate of at least 1.10%, and lower CPC while gaining conversions.

1. Audience Strategy

Retarget people who interacted with Phase 1 ads (clicked and engaged). Segment by job function and seniority (clinical operations, pharmaceutical executives, decision makers). Expand later using lookalikes, ABM (account-based marketing) segments, and VIP lists.

2. Overview of Plan (Phase 2A and 2B)

Objective: retarget and convert engaged audiences from Phase 1 into qualified leads and move them down the pipeline. Start with retargeting, then expand to lookalikes and VIP lists. Creative: carousel in Phase 2A to communicate statistics and push to a lead generation form; short-form video in Phase 2B to tell a visual story and drive conversion.

3. KPIs (Key Performance Indicators)

KPIs: CTR (click-through rate), engagement rate, CPC (cost per click), cost per conversion, and ROAS (return on ad spend).

4. Phase Metrics Tables (included in the deck)

• Phase 1 metrics table (spend, impressions, clicks, engagement, conversions, CTR, engagement rate, CPC, cost per conversion).
• Phase 2A metrics table (same fields).
• Phase 2B metrics table (same fields).

5. Creative Concepts

• Ad 1: Carousel Statistics (retargeting and conversion focus).
• Ad 2: ‘Elosity: The Bottleneck Breaker’ (video concept slide).

6. Kill/Scale Rules

• Phase 1 kill/scale rules based on CTR (click-through rate), engagement rate, and CPC (cost per click).
• Phase 2A and 2B kill/scale rules based on spend, engagement, engagement rate, CTR changes, CPC thresholds, and conversions per week.

7. Experiments

• Audience experiment hypothesis + success metrics: CTR (click-through rate) primary, ROAS (return on ad spend) secondary.
• Creative/format experiment hypothesis + success metrics: CVR (conversion rate) primary, engagement rate secondary.