Channel: LinkedIn Ads

ICE Score: 11

• Impact: 4
• Confidence: 3
• Ease: 4

Assumption: Founders struggle with recruiting marketers due to lack of available talent.

Hypothesis: Showing Founders a pool of qualified marketers addresses the lack of talent.

Experiment Details

Budget: $900

Expected results: 100 clicks and 7 qualified conversions (7% CR) for a Cost Per Qualified Lead (CPQL) or ~ $129.

Milestones

• In 2 days ($180 spent, 20 clicks), clickthrough rate (CTR) should be > 0.5%
  • If > 0.5%, do nothing
  • If 0.3% to 0.5%, pause lowest performing ads
  • If <0.3%, begin developing new ad creative / messaging to test
• After 5 days ($450 spent), we should have 2-3 conversions (5% CR)
  • If ≥ 2-3 conversions, do nothing
  • If 1 conversion AND CPC is higher than $9, increase budget by 20% ($108 per day)
  • If 1 conversion and CPC is ≤ $9, do nothing
  • If no conversions and CPC is ≤ $9, pause campaign
  • If no conversions and CPC is higher than $9, let campaign run to 50 clicks