The LinkedIn Ads platform has come a long way since it was launched in 2005. Fifteen years later, it's still a pillar of paid social advertising, especially for advertisers who want to use it to build and maintain B2B relationships. With 310 million MAU (Monthly Active Users), it offers a unique opportunity to reach audiences based on their job title, industry, company size and name, seniority and more. This has made LinkedIn Ads a unique value proposition that makes it the first choice for marketers when it comes to influencing business decision makers.
In terms of platform functionality, LinkedIn has always viewed Facebook ads as a role model. Features like lens-based campaigns, lookalike audiences, and custom (list-based) audiences were introduced to Facebook ads way before LinkedIn ads and eventually hit the platform as users expected LinkedIn to keep up!
This has been the case in recent releases of LinkedIn Ads functionality. A bundle of improved audience building features, new ad types, and improved reporting have made many avid users of the platform very happy over the past few months. In this post, we're going to look at some of these features and explore ideas and use cases.
I still remember how excited I was when I heard about the introduction of the Video Views target on the platform about a year ago. My excitement didn't last long, however. There was no way to realign the engagements with the view based on the time / percentage. This meant that running these campaigns would only make sense if we wanted to influence brand awareness. Yes, it was listed in the "Consideration" column, but what should we do after someone watches the video? There was no way to target these commitments. Well that is no longer the case!
With recent changes to the matching audiences, we can create audiences for video engagements based on percentage of viewers. The options are 25%, 50%, 75%, and 97%. The percentage of videos goes back up to 365 days. Now we can include those warmed-up, valuable engagement audiences in a conversion campaign for one final push.
In a similar move, LinkedIn also introduced the engagement audience to lead gen forms. Currently, advertisers can create audiences based on form openings and form completions. Similar to video views, there is a maximum lookback window of 365 days. In either case, audiences must complete at least 300 LinkedIn members before they can be used for a campaign.
In addition to addressing these audiences with follow-up messages, another great idea is to use them to create similar audiences. For example, an advertiser would create a lookalike audience based on video engagements in a Video View campaign or a lookalike based on Lead Gen Gen Form submissions. This option allows you to target users who are similar to those who have previously studied your content.
Much like Facebook Ads messaging ads based on InMail ads, Conversational Ads allow us to engage in an interaction that is more complex than viewing an image or video ad and hoping for a click. Instead, we can chat, provide context, and tell a story by sending a personalized series of messages.
This new format is available under the campaign goals lead generation and website visits and can be combined with functions such as conversion tracking or lead gen forms. You can design a flow for the conversation either from a wide variety of templates or from scratch and tie each path to a specific CTA based on user responses. This type of ad is currently in beta, so you may have to wait a little longer if your account isn't part of the beta rollout yet.
Finally, on the list of recent improvements to the LinkedIn Ads platform, we have to talk about all the reporting and user interface improvements. LinkedIn Ads now reports metrics like reach and average frequency so we can all better feel and control ad fatigue. They even assigned an entirely new view for delivery-level metrics called the Delivery View. I'm sure this will save many advertisers time and common sense. The only other way to get a sense of reach and frequency was to have access to a dedicated LinkedIn agent and hope for the best.
Even better, we have our own custom views by mixing and matching a personalized combination of metrics that we consider relevant to our analysis and optimization process.
LinkedIn Ads has come a long way in completing its toolbox with campaign goals, audience building features, ad types, and reports. I'm pretty sure every LinkedIn ad advertiser has their own wish list of other features the platform lacks, such as: B. Placement customization, dynamic ads, multiple ad types in the same campaign, bulk editing tools, and beyond. a more robust and user-friendly interface. We look forward to implementing some of these when we update this post!