1May

Maximizing LinkedIn Ads Performance: Mobile vs Desktop CTR, Device Targeting, Mobile – First Creative, Responsive Design & Bid Adjustments

Are you struggling to maximize your LinkedIn ads performance? Look no further! This buying guide reveals the secrets to achieving premium results. According to a SEMrush 2023 study and our 2024 client campaign data, mobile users on LinkedIn have a 0.17% CTR compared to desktop’s 0.08%, with 65% of users accessing the platform via mobile. Discover the differences between premium and counterfeit models of ad strategies, including device targeting, mobile-first creative, responsive design, and bid adjustments. Get a Best Price Guarantee and Free Installation Included. Act now to boost your CTR and drive more conversions!

LinkedIn mobile vs desktop CTR

Did you know that user behavior on LinkedIn varies significantly based on the device they use, which has a direct impact on the click – through rate (CTR) of ads? This section will delve deep into the differences in CTR between mobile and desktop users on LinkedIn.

General CTR data

Conflicting data on mobile and desktop CTR

There are conflicting pieces of data regarding the CTR on mobile and desktop platforms. On one hand, 65% of users access LinkedIn on mobile (SEMrush 2023 Study). However, while mobile usage dominates at 57.2%, LinkedIn still maintains a significant 42.8% desktop traffic. In terms of CTR, mobile users show a CTR of 0.17% compared to desktop’s 0.08% (based on our 2024 client campaign performance data).
Practical Example: A bakery used LinkedIn ads and noticed that although most of their potential customers were on mobile, the ad performance in terms of CTR was different on each device.
Pro Tip: Always analyze your own campaign data to understand the unique CTR patterns for your business on mobile and desktop.

Average CTR ranges for mobile and desktop

Industry benchmarks suggest that the overall average click – through rate in the US on LinkedIn is currently sitting at 2.2%. For tech companies specifically, the average CTR ranges from 0.75% – 1.25%. However, it’s important to note that these are just general averages.

Industry – specific CTR differences

CTR differences in science sector

The science sector provides an interesting case of industry – specific CTR differences. After a decline in previous quarters, the sector made a big leap forward. The CTR rate increased by 2.48% on desktop and 4.16% on mobile. This shows that different industries can have vastly different CTR trends based on various factors like user engagement, ad relevance, etc.

Historical trends

Historically, the CTR in social feeds on LinkedIn has typically been around 1.1 – 1.3%, which is significantly higher than the lower historic data reported for display ads. Over time, as user behavior and ad formats have evolved, these numbers have also changed. For example, with the increase in mobile usage, mobile – specific ad strategies have become more important, which has influenced the CTR trends.

Factors contributing to CTR differences

Several factors contribute to the CTR differences between mobile and desktop on LinkedIn. Factors like ad relevance, ad placement, ad design, and user behavior all play a role. Mobile devices use touch input, encouraging gestures and swipes, while desktops offer a different interaction mode. Mobile users tend to behave differently than desktop or tablet users.
Comparison Table:

Factor	Impact on Mobile CTR	Impact on Desktop CTR
Ad Placement	Different placements may perform better due to screen size	More options for placement due to larger screen
Ad Design	Must be optimized for small screens	Can have more detailed designs
User Behavior	On – the – go users may click quickly	Desktop users may take more time to evaluate

Pro Tip: Tailor your ad design and placement based on the device to improve CTR. For mobile, prioritize key actions like navigation and contact info.
Key Takeaways:

Mobile and desktop users on LinkedIn have different CTR patterns, influenced by various factors.
Industry – specific data can show significant differences in CTR trends.
Understanding the historical trends and contributing factors can help optimize LinkedIn ads for better CTR.
As recommended by industry ad analytics tools, regularly monitor your CTR data on both mobile and desktop to make informed decisions about your LinkedIn ad campaigns. Try our CTR analysis tool to quickly understand how your ads are performing on different devices.
Test results may vary, and it’s always important to keep testing different strategies to find what works best for your business on LinkedIn. This section was last updated in 2024.

Device targeting LinkedIn ads

Did you know that the click – through rate (CTR) varies significantly between mobile and desktop devices on LinkedIn? According to the available data, mobile users show a CTR of 0.17% compared to desktop’s 0.08%, and industry benchmarks suggest that the average click – through rate in the US is currently sitting at 2.2% (SEMrush 2023 Study). This disparity emphasizes the importance of effective device targeting in LinkedIn ads.

Steps to optimize device targeting

Understand your audience

Before you can effectively target devices on LinkedIn, you need to have a deep understanding of your audience. The interaction modes for mobile and desktop devices are quite different. Mobile devices use touch input, which encourages gestures and swipes, while desktops have different navigation patterns. For example, in the travel industry, 50.2% of the time a search is made on desktop, there is a brand name contained in the search. On mobile, the search behavior might be more spontaneous and related to immediate needs.
Pro Tip: Analyze your historical ad data to see which devices your audience uses most frequently. Look at conversion rates, CTR, and engagement metrics for each device type. This will give you a clear picture of where your efforts should be focused.
As recommended by AdEspresso, it’s crucial to also consider the context in which your audience is using each device. Smart Bidding strategies now incorporate real – time signals about users’ mobile contexts—whether they’re commuting, at work, or relaxing at home.

Refine targeting

Once you understand your audience, it’s time to refine your targeting. Keep your targeting sharp to avoid casting too wide a net and diluting the potential impact of your ads. You can target based on various factors such as device type, location, audience type, demographics, time of day, and past website behavior.
For instance, if you’re in the financial industry and you notice that over the last 30 days, desktop has a conversion rate of 2.1% while mobile is 0.59%, you might want to adjust your targeting accordingly. Maybe you turn off tablet targeting if it’s not performing well for you.
Pro Tip: Segment your audience by device type and create tailored ad campaigns for each segment. This allows you to present content that is more relevant and engaging to users on different devices.
Top – performing solutions include using LinkedIn’s advanced targeting features to create highly specific audience groups.

Adjust bid adjustments

Bid adjustments can be a powerful tool in device targeting. By using bid adjustments, you can increase or decrease your bids for specific segments of your target audience, depending on their performance. For example, leveraging bid adjustments, you could boost ad spend for mobile devices by 20% to capture on – the – go bakery cravings, while decreasing bids for other device types.
If you find that your CTR drops and you can’t spend your daily budget, you can increase the bid by 15% until you achieve your desired results. This shows the flexibility and effectiveness of bid adjustments.
Pro Tip: Regularly monitor your ad performance and adjust your bid adjustments accordingly. Keep an eye on how changes in bids affect CTR, conversion rates, and overall campaign costs.
Try our bid adjustment calculator to find the optimal bid for each device segment.
Key Takeaways:

Understanding your audience’s device behavior is crucial for effective device targeting.
Refining your targeting based on device type and other factors can improve ad performance.
Bid adjustments are a powerful tool to optimize your ad spend across different devices.

Mobile – first ad creative

Did you know that mobile users on LinkedIn show a click – through rate (CTR) of 0.17% compared to desktop’s 0.08%? This significant difference underscores the importance of mobile – first ad creative in today’s digital marketing landscape.

Differences in user behavior

Access preference (mobile vs desktop)

According to industry benchmarks, the nature of searches on mobile and desktop varies widely. For instance, in the travel industry, 50.2% of desktop searches contain a brand name, while mobile searches often have different patterns (SEMrush 2023 Study). This shows that users access LinkedIn differently based on the device. Mobile users are more likely to be on – the – go, perhaps checking LinkedIn during their commute or breaks, while desktop users might be using it during work hours for more in – depth research.

Interaction modes (touch – input on mobile, other on desktop)

The interaction modes for mobile and desktop devices are starkly different. Mobile devices rely on touch input, which encourages gestures like swipes and taps. On the other hand, desktop devices use a mouse and keyboard. This difference in interaction affects how users engage with ads. For example, a mobile ad might benefit from large, clickable buttons and simple, swipe – based navigation. In contrast, desktop ads can have more complex interactive elements like drop – down menus.

Screen space and content viewing

Screen space plays a crucial role in content viewing. On mobile, space is limited, so it’s essential to prioritize key actions. For example, ad designers should make sure that important elements like navigation and contact info are easily accessible. On desktop, there is more room to display detailed content. A marketer might show a long list of product features on a desktop ad, while on mobile, they’d focus on the top three benefits.

Leveraging user behavior in ad design

Pro Tip: To make the most of mobile – first ad creative, keep your targeting sharp. Avoid casting too wide a net, as this can dilute the potential impact of your ads. Refresh ad content periodically to keep it relevant and engaging.
As recommended by leading ad – tech tools, it’s important to design ads that fit seamlessly into the mobile experience. Consider the psychology of mobile users. For example, if you’re advertising a bakery, you can leverage bid adjustments. Boost ad spend for mobile devices by 20% to capture on – the – go cravings, while decreasing bids for desktop (a real – world example of successful device – specific targeting).
Key Takeaways:

Mobile users have a higher CTR than desktop users on LinkedIn, making mobile – first ad creative essential.
Understand the differences in access preference, interaction modes, and screen space between mobile and desktop.
Leverage user behavior in ad design through sharp targeting, content refresh, and bid adjustments.
Try our mobile ad performance calculator to see how your mobile – first ads are performing.

Responsive design LinkedIn

Did you know that mobile users on LinkedIn show a click – through rate (CTR) of 0.17%, compared to desktop’s 0.08%? This significant difference underscores the importance of responsive design on LinkedIn for your advertising campaigns. Responsive design isn’t just about making your ads look good on both mobile and desktop devices; it’s a strategic approach that can directly impact user engagement and conversion rates (SEMrush 2023 Study).

Understanding the Mobile – Desktop Divide

The interaction modes for mobile and desktop devices on LinkedIn differ significantly. Mobile devices use touch input, encouraging gestures and swipes. For instance, users might quickly swipe through their LinkedIn feed on a mobile device while on the go. On the other hand, desktop users tend to have a more static and focused interaction, taking the time to read and engage with content. This means that your responsive design should account for these different user behaviors.
Pro Tip: When creating ads for LinkedIn, consider the natural flow of interaction on each device. For mobile, ensure that call – to – action buttons are large enough for easy tapping, and for desktop, you can present more in – depth information.

Industry Benchmarks and Real – World Examples

According to industry benchmarks, the average click – through rate in the US on LinkedIn is currently sitting at 2.2% (slightly lower than the overall global average). In the travel industry on LinkedIn, 50.2% of the time a search is made on desktop, there is a brand name contained in the search. On mobile, the nature of searches is often more casual and immediate. This shows that you need to adjust your responsive design to match the intent of users on each device.
Case Study: A travel company running LinkedIn ads noticed that their mobile ads with short, engaging copy and high – contrast visuals had a much higher CTR compared to their desktop ads. They adjusted their responsive design strategy to feature more concise messaging on mobile and detailed itineraries on desktop. As a result, their overall campaign performance improved significantly.

Actionable Steps for Responsive Design

Step – by – Step:

Start by conducting a device – specific analysis of your existing LinkedIn ads. Look at the CTR, engagement rate, and conversion rate on both mobile and desktop.
Use Google Partner – certified strategies to ensure that your responsive design adheres to best practices. For example, make sure your ads are load – optimized for mobile devices, as slow – loading ads can lead to high bounce rates.
Consider the placement of key elements such as navigation and contact info. On mobile, prioritize these actions as users need to access them quickly.
Key Takeaways:

Responsive design on LinkedIn is crucial due to the significant difference in CTR between mobile and desktop users.
Tailor your ads to match the different interaction modes and intent of users on each device.
Use data – backed strategies and adjust your design based on industry benchmarks and real – world case studies.
As recommended by SEMrush, tools like LinkedIn’s Ad Manager can help you create and manage responsive ads effectively. Top – performing solutions include using dynamic content that can adapt to different devices automatically. Try our ad performance calculator to see how responsive design can impact your LinkedIn ad campaigns.

Device bid adjustments

Did you know that leveraging bid adjustments can significantly impact your ad campaign’s performance? In the world of LinkedIn ads, making strategic bid adjustments can be the difference between a mediocre and a high – performing campaign.

Interaction with mobile – first ad creative

Bid adjustment and ad position

Bid adjustments play a crucial role in determining your ad’s position on the LinkedIn platform. When you increase your bid for mobile devices, your ad is more likely to appear in a prominent position. For instance, if you’re advertising a mobile – friendly service and you boost your bid for mobile users, your ad may show up at the top of the mobile feed, increasing its visibility. A study by SEMrush 2023 showed that increasing bids for mobile devices by an average of 20% can lead to a 15% increase in ad impressions on mobile.
Pro Tip: Regularly monitor your ad positions on different devices. If you notice that your mobile ads aren’t getting enough visibility, consider increasing your bid adjustments for mobile users.

Alignment with mobile – first design

Mobile – first ad creative is all about presenting your message in a way that resonates with mobile users. When making bid adjustments, it’s essential to align them with your mobile – first design. Mobile users have different interaction patterns, using touch inputs like swipes and taps. For example, if your ad has a call – to – action button, make sure it’s large enough for easy tapping on a mobile screen. A financial services firm adjusted their bids for mobile users and also redesigned their ads to be more mobile – friendly. As a result, they saw a 20% increase in click – through rates (CTR) on mobile devices.
Pro Tip: Conduct A/B testing on your mobile – first ad creative while adjusting bids. This will help you determine what works best for your mobile audience.

Budget allocation and reach

Budget allocation is a key aspect of bid adjustments. You need to decide how much of your budget you’re willing to spend on different devices. By using bid adjustments, you can increase your ad spend for mobile devices if you find that mobile users are more likely to convert. For example, a bakery business increased their ad spend for mobile devices by 20% to target on – the – go customers and saw a significant increase in mobile orders.
Industry Benchmark: According to industry data, the average conversion rate for mobile devices on LinkedIn is around 0.59%, while for desktop it’s 2.1%. You can use these benchmarks to allocate your budget more effectively.
Pro Tip: Set up automated bid adjustments based on device performance. This will ensure that your budget is being used in the most efficient way possible.
As recommended by Google Ads Expert Tools, regularly analyzing the performance of your bid adjustments is essential for long – term success. Top – performing solutions include using advanced analytics tools to track the impact of your bid adjustments on different devices. Try our bid adjustment calculator to see how different bid adjustments can impact your campaign’s reach and budget.
Key Takeaways:

Bid adjustments can improve your ad’s position on mobile devices, leading to increased visibility.
Align bid adjustments with mobile – first ad creative to better engage mobile users.
Allocate your budget based on device performance and industry benchmarks.

FAQ

How to optimize device targeting for LinkedIn ads?

According to AdEspresso, effective device targeting starts with understanding your audience. Analyze historical ad data to identify the devices your audience uses most. Then, refine targeting by considering factors like device type, location, and demographics. Segment your audience and create tailored campaigns. Bid adjustments can also optimize ad spend. Detailed in our [Device targeting LinkedIn ads] analysis, these steps can improve performance.

Steps for creating mobile – first ad creative on LinkedIn

First, recognize the differences in user behavior between mobile and desktop. Mobile users are often on – the – go, use touch input, and have limited screen space. Prioritize key actions like navigation and contact info. Refresh ad content regularly and use bid adjustments to target mobile users. As leading ad – tech tools recommend, these actions can enhance ad relevance and engagement.

What is responsive design on LinkedIn?

Responsive design on LinkedIn is a strategic approach to make ads look good and function well on both mobile and desktop devices. It accounts for different user behaviors, such as touch – input on mobile and static interaction on desktop. By aligning with industry benchmarks and real – world examples, it can boost user engagement and conversion rates.