How to Deliver Targeted, Optimized Ads Across LinkedIn: A Marketing Partner Case Study

As a leading global employment platform, the flexible modernized flow of talent is in Oyster’s wheelhouse. They empower companies to hire, pay, and care for a global team while delivering exceptional team member experiences across the full employee lifecycle.

When Oyster’s own team experienced an exciting surge in growth, therefore, they knew it was time to find a partner that would ensure their marketing continued to engage with the right audience. 

Mathilde Dechansiaud, Performance Marketing Manager at Oyster, saw that LinkedIn was the place the company needed to be in order to scale. “LinkedIn is the biggest professional network in the world. It’s where we can target our core persona, and target them effectively with relevant messaging.”

Metadata, a B2B orchestration platform and 2020 LinkedIn Innovator of the Year, offered the integration Oyster needed across multiple social media platforms.

Oyster chose to partner with Metadata right away because they’d already had positive experiences using the tool in the past. As Dechansiaud explained, “They offer a managed service which is handy, as our team is still small and looking to grow in the future.” 

Having a partner that allowed Oyster to scale as they grew was a crucial benefit, and the results have been outstanding: with help from Metadata, Oyster’s investment on LinkedIn Ads resulted in higher revenue, doubling their ROI in less than 12 months.

Read on to learn how it all came together for a winning play on LinkedIn.

Targeting the Right Audience

Decisions around hiring and employee experience initiatives tend to be made by Directors or C-level leaders. Oyster knew that Matched Audiences and other targeting features on LinkedIn were the best way to reach that audience, regardless of company size.

“When we target smaller companies or startups that may have an employee count of at most 10 people,” said Dechansiaud, “everyone at that organization is essentially a CEO or CFO. It doesn't really matter if they are in marketing, tech, or HR – they're already interested in growing the company.”                       

According to Dechansiaud, Metadata enhanced the effectiveness of LinkedIn’s targeting capabilities. “I would say where Metadata has been the most helpful is thinking about audiences – discovering what else we can look into to build an audience. When it comes to tech, topics, and intent, exploring new opportunities has been helpful.”

Optimized for Maximum Impact

Campaign optimization is one of the tools offered by Metadata that has been key to Oyster’s marketing strategy. 

“They've been really helpful with the creation and optimization of campaigns,” Dechansiaud observed. “Being able to make sure that everything was performing well on a daily, weekly, and quarterly basis was helpful. We were able to take a deep dive into what's been working, what's not working, what is trending in the industry.”

This working relationship has helped Oyster expand their horizons with new content strategies. “We've created marketing content in different formats, including video,” said Dechansiaud. “It's the first time we're going to be using testimonials as a way to promote what we do and who we are, and I'm really keen on seeing how that does!” 

Since working with Metadata and exploring new ad formats and creative tactics, Oyster has seen engagement rate on their campaigns increase 3X – a testament to serving the right message to the right audience.

Read more about how Oyster used Metadata to empower their LinkedIn marketing strategy.