LinkedIn Ads platform has significantly evolved since its launch back in 2005. Fifteen years later it is still a pillar in paid social advertising especially for advertisers who would like to leverage it for creating and nurturing B2B relationships. With 310 million MAU (Monthly Active Users) it provides a unique opportunity to reach out to audiences based on their job title, industry, company size and name, seniority, and more. This has given LinkedIn Ads a very unique value proposition that makes it a marketer’s first choice when it comes to influencing business decision-makers.
In terms of platform features though, LinkedIn always has looked at Facebook Ads as a role model. Features such as Objective-based campaigns, Lookalike Audiences and Custom (list-based) Audiences were introduced to Facebook Ads way ahead of LinkedIn Ads and eventually made their way to the platform as users expected LinkedIn to keep up!
This has remained true in the last few releases of features to LinkedIn Ads. A bundle of improved audience building features, new ad types, and enhanced reporting made many avid users of the platform really happy about in the last few months. In this post, we’re going to take a look at some of these features and explore ideas and use cases.
I clearly remember how excited I got when I heard about the introduction of Video Views objective to the platform about a year ago. My excitement didn’t last long though, there was no way to retarget the engagements with the view based on the watch time/percentage and this meant running these campaigns only would make sense if we wanted to influence brand awareness. Yes, it was listed under the “consideration” column but what should we do after someone watches the video? There was no way to target those engagements. Well, that’s not the case anymore!
With the most recent changes to the Matched Audiences, we are able to create video engagement audiences based on percentage watched. Options are 25%, 50%, 75%, and 97% watch percentages of the videos going back all the way to 365 days. Now we get to plug in those warmed-up valuable engagement audiences in a conversion campaign for one last nudge.
In a similar move, LinkedIn has introduced engagement audiences to Lead Gen forms too. At the moment, it allows advertisers to create audiences based on form opens and form completions, and, similar to video views, there is a maximum lookback window of 365 days. In both cases, the audiences need to populate at least 300 LinkedIn members before they can be used in a campaign.
In addition to targeting these audiences with follow-up messaging, another great idea is creating lookalike audiences from them. For example, an advertiser would make a lookalike audience based on video engagements in a Video View campaign or a lookalike based on Lead Gen Form submissions. This option allows you to target users similar to those that have engaged with your content previously.
Similar to Facebook Ads’ Messaging Ads and built on InMail ads, Conversational Ads will help us to engage in an interaction more sophisticated than showing an image or a video ad and hoping to get a click. Instead, we can engage in a conversation, provide some context, and tell a story by sending a personalized series of messages.
This new format is available under Lead Generation and Website Visits campaign objectives and can be combined with features such as conversion tracking or lead gen forms. You get to design a flow for the conversation either from a great selection of templates or from scratch and tie each path to a certain CTA depending on the user responses. This ad type is currently in beta so you may have to wait a little longer for it in case your account is not already part of the beta rollout.
And last but definitely not least in the list of recent improvements to the LinkedIn Ads platform, we need to talk about all the improvements with the reporting and UI. LinkedIn Ads now reports metrics such as Reach and Avg Frequency so we all have a better sense of ad fatigue and controlling it. They have even allocated a whole new view for delivery level metrics called, wait for it, Delivery View. I’m sure this is going to save many advertisers time and sanity as the only other way to get a feel about Reach and Frequency prior to this was having access to a dedicated LinkedIn rep and hoping for the best.
Even better, we get to have our own Custom Views by mixing and matching a personalized combination of metrics that we find relevant to our analysis and optimization process.
LinkedIn Ads has come a long way with completing its toolbox of campaign objectives, audience building features, ad types, and reporting. I’m pretty sure each LinkedIn Ads advertiser has their own wishlist of other features that the platform is still lacking, things such as placement customization, dynamic ads, multiple ad types in the same campaign, bulk editing tools and on top of it all, a more robust and user-friendly interface. Looking forward to seeing some of these implemented when we update this post!
Original Source: ppchero.com
What is Conversion Rate Optimization? Conversion Rate Optimization (CRO) is the process of increasing the percentage of conversions from a website or mobile app. In the context of E-commerce, CRO is the optimization of digital sales conversions. Why is this important? It is our observation that the most successful E-Commerce entrepreneurs are able… Continue reading Conversion Rate Optimization
Today, everyone relies heavily on a wide range of different tools to manage social selling campaigns for our clients. As you can imagine, it becomes quite a pretty complicated task once you are managing dozens of different social accounts across many brands. To succeed, you need a suite of online helpers. Out of the more… Continue reading Generate More Leads With These 3 Tools
In today’s advertising market there’s a million-dollar question that everyone has. “How can I increase my sales WITHOUT increasing my ad spend?” Legends say those who are capable of doing this have already ascended to marketing mount olympus and have tea time daily with Russel Brunson and Gary Vee… Seriously though. Especially after 2020, ad… Continue reading How We Added $500,000 In Sales With 3 Stupid Simple Split Tests
If you do a Google search for “PPC agency,” you can find thousands of businesses selling AdWords services. Why? Because Google AdWords is complicated and tough to navigate for new PPC marketers and small businesses. Which is why you might be considering getting a Google Adwords certification. Since Google is the most popular search network on… Continue reading 4 Reasons Why You Should Get AdWords Certified
Have you ever been scrolling through Instagram and been drawn to a product you’ve seen repeatedly? Have you ever felt compelled to stop at the coffee shop with a line out the door versus the empty one around the corner? If you’ve ever experienced a sudden fear of missing out when you see other people… Continue reading How to Use Social Proof to Boost Your Online Marketing
You don’t need a business degree to know that your company needs a marketing plan. Successful startups dedicate months to designing a strategy for conversions and online visibility. They run focus groups and conduct market research to guide their execution, but they don’t stop there. Even niche businesses aren’t so scarce anymore. Everyone has someone… Continue reading What Marketing Competitor Analysis Is and How to Do it
Companies are giving employees more time, money, and flexibility to recognize the new reality of 100% remote work. The future of work is a hybrid solution that will include both remote and in-person work, according to Rhiannon Staples, chief marketing officer at the people management platform Hibob. “There is still value in meeting face to… Continue reading 10 new perks of remote work
Going freelance can be a scary prospect, as there are so many unknowns. Will you find enough clients to keep the wolf from the door? How much will you earn? How often will you get paid? 1. You’re running a business Many people think that switching from being a staff member to a freelancer… Continue reading What they never tell you about becoming a freelance creative
Every blogger wants their blog to rank in the top position in Google search results since users commonly select results contained on the first page, especially those in one of the top 3 positions, as you can see in the graphic below. And, for years, the Google search algorithm made content king. This explains why… Continue reading AI Content Creator: 5 Ways it Helps Your Blog Grow
Managing social media shouldn’t be a pain, and it shouldn’t monopolize your entire schedule. Social media platforms are meant to be a fun new way to engage with others within your network. When you apply the right strategies, you can grow your following organically, which can impact your entire business. It never hurts to have… Continue reading 10 Awesome Social Media Tools to Try This Year