LinkedIn Ads Show

Show Resources: Here were the resources we covered in the episode: Ian Nelson on LinkedIn Block Lists for Right Rail Ads Join the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert Follow AJ on LinkedIn B2Linked's YouTube Channel Join LinkedIn Ads Fanatics community for access to all our courses  Contact us at Podcast@B2Linked.com with any questions, suggestions, corrections! A great no-cost way to support us: Rate/Review! In this episode of The LinkedIn Ads Show, host AJ Wilcox explores the evolution of LinkedIn Ads, the perception challenges it has faced, and how new advancements in measurement tools are changing the game. AJ takes a deep dive into LinkedIn’s Measurement Insights Tool, detailing its features, functionality, and how it can provide better attribution and campaign insights for B2B marketers. Key Discussion Points: The Evolution of LinkedIn Ads: LinkedIn Ads historically faced criticism for being expensive and underdeveloped compared to competitors. Recent years have seen exponential growth in platform adoption as B2B marketers recognize the unmatched targeting and traffic quality LinkedIn offers. LinkedIn's investment in advanced measurement tools is a game-changer, aiming to prove the platform's value beyond cost. Introducing the Measurement Insights Tool: Overview: LinkedIn is rolling out a new tool called the Measurement Insights Tool, accessible via the “Measurement” tab in Campaign Manager. Stages: The tool organizes data into funnel stages—Awareness, Consideration, Conversion, and Revenue—based on campaign objectives and CRM integration. Features and Insights: Performance Chart: Visualizes campaign performance metrics (e.g., impressions, clicks, cost per click, leads) over time. Company Funnel Analysis: Tracks companies through funnel stages based on engagement and CRM data. Top Performing Audiences: Identifies high-performing audience segments by seniority, job function, location, and company size. Top Performing Ads and Campaigns: Highlights ads and campaigns generating the highest results for specific objectives, though efficiency metrics are not prioritized. Advanced Attribution: LinkedIn analyzes the last 50 touchpoints (impressions and clicks) per member, allocating credit for conversions across funnel stages. The tool relies on LinkedIn-specific attribution models but encourages comparison with external attribution systems. Opportunities and Limitations: While the tool offers valuable high-level insights, it lacks the ability to drill down into specific campaigns or ads for deeper analysis. It’s a strong starting point but requires further refinement to become more actionable for advertisers. Why You Should Listen: Learn how to leverage the new Measurement Insights Tool to improve campaign strategy and attribution. Discover how LinkedIn’s advancements in AI-driven reporting are shaping the future of B2B advertising. Gain practical tips for integrating LinkedIn Ads data with your overall marketing strategy. Call to Action: Join the LinkedIn Ads Fanatics Community to connect with top advertisers, access courses, and participate in weekly group calls with AJ. Share your feedback on the Measurement Insights Tool with LinkedIn reps to help shape its development. Connect and Contribute: Submit questions, feedback, or reviews via LinkedIn or email at podcast@B2Linked.com. Attach a voice recording to be featured on the show! This episode is great for those who want to understand LinkedIn’s newest measurement tools and how they can help you maximize your LinkedIn Ads investment.  Show Transcript: For the full show transcript, see the show notes page here: Episode 155

Show Resources: Here were the resources we covered in the episode: Evergreen LinkedIn Ads Account Benefits Join the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert Follow AJ on LinkedIn B2Linked's YouTube Channel Join LinkedIn Ads Fanatics community for access to all our courses  Contact us at Podcast@B2Linked.com with any questions, suggestions, corrections! A great no-cost way to support us: Rate/Review! In this episode of The LinkedIn Ads Show, host AJ Wilcox dives into strategies for nurturing cold audiences on LinkedIn to prepare them for meaningful engagement and high-conversion offers. If you've struggled with converting cold traffic into sales-ready leads, this episode walks you through how to build a multi-stage funnel using LinkedIn Ads retargeting features. Key Discussion Points: Why Cold Audiences Need Nurturing: Most cold audiences (95%) aren’t ready to engage with sales reps or bottom-of-funnel offers. Nurturing involves multiple retargeting stages to move prospects down the funnel, warming them up to higher-friction calls to action. Building a Multi-Stage Funnel: Stage 1 (Cold Traffic): Use LinkedIn’s native audience targeting to reach cold audiences who align with your ideal customer profile. Stage 2 (First Retargeting): Retarget website visitors, company page visitors, and ad engagers from Stage 1. Apply targeting "guardrails" like seniority, job function, or industry to refine the audience. Stage 3 (Hot Traffic): Retarget prospects from Stage 2 who have engaged meaningfully. These are primed for bottom-of-funnel offers like demos or sales calls. Best Practices for Funnel Organization: Use a campaign naming convention like S01, S02, S03 to clearly identify funnel stages in your account and ensure they’re sorted alphabetically. Exclude retargeting audiences from the previous stage to avoid overlap and ensure prospects graduate down the funnel. Retargeting Audience Management: Create retargeting audiences based on specific engagements (e.g., video views, document interactions). Combine smaller audiences (e.g., website visitors + company page visitors) to ensure they hit the 300-member minimum for ads to serve. Budget Considerations: A multi-stage funnel works best with a monthly budget of $5,000 or more, though smaller budgets are possible with longer ramp-up times. Testing and Optimization: Run bottom-of-funnel offers in earlier stages as a test to gauge audience readiness. If Stage 3 doesn’t yield high conversion rates, adjust ad messaging to clearly communicate value and reduce friction. Recent LinkedIn Updates: LinkedIn Wire Beta: Advertise as pre-roll videos on high-trust publisher content like Bloomberg and Forbes. Holiday Ad Tips: Lower competition during the holidays results in reduced CPCs and CPLs, making it an opportune time to run campaigns. Pro Tips: Take advantage of seasonal or holiday-themed campaigns for better engagement. Use organic posts from company representatives to complement paid ads, especially during events. Call to Action: Join the LinkedIn Ads Fanatics community for access to expert insights, courses, and weekly group calls with AJ. Subscribe to the podcast for weekly LinkedIn Ads tips, and leave a review on Apple Podcasts to help other marketers discover the show. Review and Connect: AJ welcomes listener questions, suggestions, and feedback via LinkedIn or email at podcast@B2Linked.com. Submit a voice recording to be featured in a future episode. Show Transcript: For the full show transcript, see the show notes page here: Episode 154

Show Resources: Here were the resources we covered in the episode: DJ Sprague on LinkedIn Download your Free Copy of Reputation King Subscribe to DJ's Podcast Shopper Approved Join the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert Follow AJ on LinkedIn B2Linked's YouTube Channel Join LinkedIn Ads Fanatics community for access to all our courses  Contact us at Podcast@B2Linked.com with any questions, suggestions, corrections! A great no-cost way to support us: Rate/Review! Show Description: This episode of The LinkedIn Ads Show is packed with actionable insights on how your company's reputation and social proof directly influence the success of your LinkedIn Ads. AJ Wilcox is joined by special guest DJ Sprague, co-author of Reputation King, to explore how reputation management strategies can supercharge your LinkedIn campaigns. Key Discussion Points: What is Reputation Management? DJ explains how reputation management builds trust and credibility, key factors in driving conversions and long-term customer relationships. The Role of Social Proof in Ads Learn how to incorporate trust signals like reviews, ratings, years in business, and client milestones into your LinkedIn Ads to boost engagement and click-through rates. Best Practices for Trust Signals on Landing Pages Discover why consistent messaging, social proof, and trust signals on your landing pages are critical for converting LinkedIn Ad traffic. How to Build & Display Reviews DJ shares practical tips for collecting reviews, leveraging them in ads, and ensuring they show up prominently in organic and paid search results. Strategies for B2B Advertisers Gain insights into how reputation management affects B2B campaigns, including ways to use testimonials, awards, and case studies to establish trust. Pro Tips for Requesting Reviews Timing is everything! DJ reveals when and how to ask customers for reviews to maximize response rates and authenticity. Actionable Ideas for Smaller Businesses Don’t have years of experience or thousands of reviews? DJ discusses alternative ways to build trust, including leveraging community memberships, case studies, and testimonials. The Impact of Reputation on the Entire Marketing Funnel Reputation affects every stage of the buyer's journey, from traffic generation to sales. AJ and DJ explain why ignoring it can cost you conversions you never realized you lost. Real-Life Case Study DJ shares how implementing reputation management and Q&A strategies increased one client's web traffic by 8,000% and conversions by 400%. Show Transcript: For the full show transcript, see the show notes page here: Episode 153  

Discover the secrets behind low delivery rates in LinkedIn advertising. Explore troubleshooting steps to diagnose campaign issues, from inactive ads to bidding problems. Learn how to optimize bidding strategies and when to increase bids for better visibility. Hear about the occasional glitches that can derail your ads and how duplicating campaigns may save the day. Plus, get insights on effective management practices and the value of performance analysis for ongoing success in your advertising efforts.

Discover the latest LinkedIn ad innovations and strategies to enhance your campaigns. Learn how concise ad copy can reduce costs and improve lead generation. Get excited about dynamic sponsored content that personalizes ads based on user data. Explore upcoming Reserved and Primetime Ads for maximum visibility and engagement. Plus, find out how AI is shaping the future of ad creation and management. Stay ahead of the game with insider tips and tools!

Show Resources: Here were the resources we covered in the episode: FouAnalytics provides the best intelligence I've found on spam/bot traffic Dr Fou's LinkedIn where he publishes awesome deep-dives into traffic quality B2Linked LAN Whitelist B2Linked LAN Blacklist Join the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert Follow AJ on LinkedIn B2Linked's YouTube Channel Join LinkedIn Ads Fanatics community for access to all our courses  Contact us at Podcast@B2Linked.com with any questions, suggestions, corrections! A great no-cost way to support us: Rate/Review! Show Notes: Episode Summary: In this episode of the LinkedIn Ads Show, host AJ Wilcox dives into a topic that many advertisers have been frustrated with: the quality of LinkedIn Audience Network (LAN) traffic. While LAN traffic has a reputation for being poor quality, AJ shares the breakthrough strategies he used to significantly improve traffic quality and get results worth paying for. If you’ve been avoiding LAN due to low-quality clicks and bot traffic, this episode is a must-listen! Key Discussion Points: What is the LinkedIn Audience Network (LAN) and Why Does It Matter? AJ explains the role of LAN in reaching LinkedIn’s high-quality audience beyond the platform itself, and the common issues marketers face with traffic quality from this network. Understanding Bot Traffic and Its Impact: Discover the prevalence of bot traffic on LAN and why it can skew your results. AJ shares insights from working with Dr. Augustine Fou, a renowned expert in ad fraud and analytics, and how tools like FooAnalytics can help diagnose and understand traffic quality issues. Before and After Case Study: Learn about a real-life case study where AJ implemented a strict allow list on a client’s campaigns and saw significant improvements in traffic quality. Before applying the allow list, 63% of the traffic was identified as bot or problematic. After implementing the allow list, the ratio of good to bad traffic improved to over 100%. How to Implement Allow and Block Lists for Better Traffic: AJ details the process of creating and using allow and block lists to improve traffic quality. He provides his own curated lists, which include high-quality publishers like Forbes, The New York Times, and Business Insider, and explains why allow lists are generally more effective than block lists. Breaking Down the Results: While traffic costs increased after applying the allow list, the quality of traffic improved significantly. AJ explains why this happened and what it means for optimizing LinkedIn Audience Network campaigns. Why Bots Click on LinkedIn Ads and What You Can Do About It: AJ reveals the reasons behind bot clicks, including creative validators and low-quality apps that simulate clicks. Understanding these factors can help you make better decisions about your LAN strategy. Step-by-Step Guide to Applying Allow and Block Lists: A detailed walkthrough on how to upload and apply allow or block lists in your LinkedIn Ads Campaign Manager to immediately improve traffic quality. Resources and Tools to Measure Traffic Quality: AJ shares links to FouAnalytics and his curated allow and block lists so you can implement these strategies in your own campaigns. This episode provides in-depth, actionable strategies to turn LinkedIn Audience Network traffic into a valuable resource. Learn how to optimize your campaigns and start seeing the high-quality traffic results you’ve been hoping for! Show Transcript: For the full show transcript, see the show notes page here: Episode 150

Show Resources: Here were the resources we covered in the episode: Join the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert Follow AJ on LinkedIn B2Linked's YouTube Channel Join LinkedIn Ads Fanatics community for access to all our courses  Contact us at Podcast@B2Linked.com with any questions, suggestions, corrections! A great no-cost way to support us: Rate/Review! Show Notes: Episode Summary: In this episode of the LinkedIn Ads Show, host AJ Wilcox explores the newly introduced Audience Penetration Metric in LinkedIn Ads. He shares insightful hacks on how to use this metric to better understand campaign reach, calculate audience sizes, and even estimate audience overlap—helping you optimize your LinkedIn Ads strategy and drive greater impact. Key Discussion Points: What is the Audience Penetration Metric? AJ introduces the Audience Penetration metric, explaining how it measures the percentage of your target audience that has been exposed to your ads. This provides a clearer view of how well your ads are reaching the intended audience. Hack #1: Calculating Total Audience Size: Learn how to reverse-engineer LinkedIn’s estimated audience size using the audience penetration metric and reach data. This allows you to get a more precise measurement of your audience size beyond LinkedIn’s rough estimates. Hack #2: Understanding Bid Effects on Audience Reach: Discover how to test the effect of your bid on audience reach by adjusting your bid over time. This helps you determine if increasing your bid results in a proportional increase in audience reach or if it leads to diminishing returns. Hack #3: Measuring Audience Overlap: AJ shares how the Audience Penetration metric can be used to measure overlap between different audiences, giving you a new way to analyze targeting strategies and ensure you're reaching unique audience segments. Use Cases for Audience Penetration: Find out how to leverage this new metric to optimize your budget allocation, improve targeting accuracy, and better understand the engagement of your target audience on LinkedIn. Potential Limitations: AJ highlights some nuances of the Audience Penetration metric, such as differences in calculated and estimated audience sizes, and shares his thoughts on why these discrepancies occur. Additional Updates: Predictive Audiences Expansion: LinkedIn is expanding its predictive audience capabilities to include retargeting lists, conversions, and lead gen form interactions, allowing advertisers to create more sophisticated lookalike audiences. Inbound Conference Recap: AJ gives a brief recap of his experience at the Inbound Conference, sharing key highlights and announcements about the next year’s event location. This episode is packed with practical tips and advanced strategies for using the Audience Penetration metric to its fullest potential. This episode will definitely elevate your LinkedIn Ads campaigns with data-driven insights!   Show Transcript: For the full show transcript, see the show notes page here: Episode 149

Show Resources: Here were the resources we covered in the episode: LinkedIn's help article about Website Actions Join the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert Follow AJ on LinkedIn B2Linked's YouTube Channel Join LinkedIn Ads Fanatics community for access to all our courses  Contact us at Podcast@B2Linked.com with any questions, suggestions, corrections! A great no-cost way to support us: Rate/Review! Show Notes: Episode Summary: In this week’s episode of the LinkedIn Ads Show, host AJ Wilcox introduces LinkedIn's groundbreaking new feature—Website Actions—which simplifies conversion tracking and retargeting. Unlike Google or Meta, LinkedIn makes setting up conversions incredibly easy without the need for coding. AJ breaks down how this feature works, its benefits for marketers, and some challenges to be aware of. Key Discussion Points: Website Actions Overview: Learn how LinkedIn's new feature helps track conversions by monitoring button clicks and page visits on your website, all without needing any coding skills. Why Website Actions is Groundbreaking: Unlike other platforms where you need developer assistance or complex setups, LinkedIn allows you to track button presses directly within Campaign Manager, making conversion tracking straightforward and marketer-friendly. Setting Up Website Actions for Conversions: AJ walks through the step-by-step process of setting up Website Actions to track conversions and create retargeting audiences, as well as tips for optimizing these features. Limitations and Workarounds: While Website Actions is powerful, AJ also highlights some of the bugs and limitations, such as delayed updates on page changes and reliance on cookies for retargeting. Retargeting with Website Actions: Discover how to create retargeting audiences based on specific button clicks or page visits, and learn why this feature could be a game changer for LinkedIn Ads. Wishlist for Improvements: AJ discusses potential future enhancements that could make Website Actions even more useful, like the ability to manually refresh updates or view pages as LinkedIn sees them. Additional Updates: Axiom Audiences: AJ shares exciting news about LinkedIn making Axiom audiences more accessible, allowing advertisers to use advanced targeting criteria such as household income or property value. Speaking at Inbound Conference: AJ gives a brief update about his recent speaking engagement at the Inbound Conference. Listener Review Spotlight: AJ shares a 5-star review from a listener in Italy who credits the podcast with helping them achieve significant results in LinkedIn Ads. This episode is packed with actionable insights, and is beneficial to any B2B marketer looking to enhance their LinkedIn Ads performance with the latest tools and techniques.   Show Transcript: For the full show transcript, see the show notes page here: Episode 148

Show Resources: Here were the resources we covered in the episode: Join the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert Follow AJ on LinkedIn B2Linked's YouTube Channel Join LinkedIn Ads Fanatics community for access to all our courses  Contact us at Podcast@B2Linked.com with any questions, suggestions, corrections! A great no-cost way to support us: Rate/Review! Show Notes: Episode Summary: In this episode of the LinkedIn Ads Show, host AJ Wilcox dives deep into LinkedIn's free market research tool: Brand Lift Studies. Many advertisers are unaware of this powerful feature, and AJ explains how you can leverage it to measure the impact of your LinkedIn Ads campaigns on brand awareness, product consideration, and more. Key Discussion Points: Introduction to Brand Lift Studies: Learn what these studies are, how they work, and the requirements needed to access them. Budget Requirements: Understand the budget thresholds necessary to qualify for free Brand Lift Studies and how many questions you can ask based on your spend. Survey Setup and Options: AJ walks through the different types of questions you can ask, ranging from brand awareness to product consideration and even employer favorability. How It Works: Discover how LinkedIn segments your audience into test and control groups, collects responses, and measures the lift (or drag) in brand metrics. Interpreting Results: AJ shares insights on how to interpret the data from these studies, including statistical strength, relative brand lift, absolute brand lift, and estimated total lift. Case Study Example: AJ shares a recent experience where a client saw both significant lift and an unexpected drag in product consideration, offering valuable lessons for advertisers. Is It Worth It? AJ provides his take on whether the time investment in setting up these studies is justified based on the potential insights gained. Additional Updates: LinkedIn News: Updates on LinkedIn’s policies around political advertising, invoicing through Business Manager, and the introduction of newsletter ads. Community Involvement: AJ invites listeners to join the LinkedIn Ads fanatics community, offering access to exclusive content, courses, and weekly group calls. This episode is a must-listen for B2B marketers looking to enhance their LinkedIn Ads strategy with data-driven insights. Whether you're spending big or just curious about LinkedIn's tools, AJ's breakdown of Brand Lift Studies will equip you with the knowledge to make informed decisions about your campaigns.   Show Transcript: For the full show transcript, see the show notes page here: Episode 147

Chandler Quintin, a LinkedIn video ad performance expert, joins the discussion on the platform's advertising capabilities. They delve into LinkedIn's status as a Tier 1 or 2 platform, comparing it to giants like Google and Meta. Key points include the platform's 'generosity' in attracting advertisers, must-have features that are currently lacking, and innovative improvements for better performance. Chandler also emphasizes the need for enhanced targeting and user-friendly tools while addressing challenges with existing ad formats.