Case Study: Databricks doubles conversions and halves CPA with LinkedIn Marketing Solutions

Databricks optimizes ad performance with new Message Ads A/B testing

Databricks, a cloud-based data and AI platform, needed to pivot its London in-person conference to a virtual event during the COVID-19 pandemic and quickly find a way to identify and reach a broader set of attendees. Although the team used LinkedIn Message Ads to promote registration, initial targeting at director-level and above produced a daunting cost per lead and limited engagement.

The paid media team expanded targeting to include practitioner-level profiles, then ran A/B tests on two subject lines and three message variations. One version that opened with a hyperlink and event details produced twice the conversions at half the cost per lead; all Message Ads averaged over 70% open rates, beating LinkedIn benchmarks and improving lead quality for the event.

Databricks

Justin Epstein

Senior Manager of Paid Media