LinkedIn Ads Show

Dive into the world of Conversation Ads on LinkedIn, which appear directly in messaging inboxes for a personal touch. Discover cost considerations, as these ads are pay-per-send and work better with retargeting. Learn about their best use cases for events and exclusive offers while navigating the challenges of creating effective ads. Uncover new features like audience penetration metrics and dynamic frequency caps. Lastly, get tips for crafting succinct messages and choosing relatable senders.

Show Resources: Here were the resources we covered in the episode: Best practices to getting the highest match rate from LinkedIn list uploads: 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 shares his comprehensive playbook for promoting your presence at in-person events like trade shows and conferences using LinkedIn Ads. If you're looking to make a significant impact at your next event, this episode provides actionable insights on how to effectively target attendees, choose the right ad formats, and optimize your promotion strategy. Key Discussion Points: Targeting Event Attendees: List Targeting: Use contact lists or company lists of attendees to reach them directly. If you don't have a list, use LinkedIn’s native targeting to reach professionals in the city where the event is being held. Geographic Targeting: Target the city of the event using LinkedIn's recent or permanent geography feature to reach attendees and professionals temporarily in the area. Choosing the Right Ad Formats: Conversation Ads and Click-to-Message Ads: These offer a personalized, VIP invitation feel, perfect for inviting attendees to special events or meetups. Thought Leader Ads: Promote posts from company representatives about attending the event. These ads tend to achieve higher engagement rates than standard company posts. Single Image Sponsored Content: Ideal for driving traffic to your landing page, as you only pay for clicks that lead to your website. Text Ads: A cost-effective way to keep your brand top of mind, especially for desktop users. What to Promote: Promote special events, presentations, or booth activities, such as product demos, giveaways, or exclusive meetups. Unique draws like F1 simulators or free drinks can increase traffic to your booth. Timing Your Promotions: Pre-Event: Advertise in the weeks leading up to the event to get on attendees' calendars. Use personal invites and offer benefits to encourage meetings. During the Event: Target attendees and professionals in the city with your ads. Consider using a mix of list targeting and native targeting. Post-Event: Retarget individuals who interacted with your ads during the event to keep them engaged with your brand. Bonus: Organic Promotion Tips: Encourage company representatives to post about attending the event, including any special offers or activities. Post a wrap-up after the event, acknowledging key takeaways and tagging attendees or speakers to increase shares and engagement. Recent LinkedIn Updates: Changes to how LinkedIn counts impressions and clicks for video ads, now excluding actions taken before the video starts playing. Updates to sponsored messaging metrics, separating them from impressions and clicks in Campaign Manager. Call to Action: Join the LinkedIn Ads Fanatics community for in-depth courses, expert advice, and weekly group calls. Subscribe to the podcast for more insights, and leave a review on Apple Podcasts to share your feedback and experiences. Review and Connect: Listeners are invited to connect with AJ on LinkedIn or via email at podcast@b2linked.com. AJ encourages sharing reviews, questions, and suggestions to be featured on the show. Listeners will learn how to leverage LinkedIn Ads for successful event promotions, ensuring your brand stands out and maximizes its impact at your next conference or trade show. Show Transcript: For the full show transcript, see the show notes page here: Episode 144

Show Resources: Here were the resources we covered in the episode: Organic Content Posting through RSS Feed Great example of an engaging document for LinkedIn 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 the world of LinkedIn document ads, exploring why they’ve become one of his top recommended ad formats and sharing expert tips on how to make the most out of them. AJ also covers the latest LinkedIn updates and offers practical advice for getting the best performance at the lowest costs. Key Discussion Points: Introduction to Document Ads: AJ explains why document ads have become one of his favorite formats, highlighting their ability to generate high engagement and deliver strong results when used effectively. Lessons Learned from Initial Tests: AJ shares his early experience with document ads and why he initially dismissed them due to poor performance. He revisits his approach and explains what he missed, leading to a renewed appreciation for the format. Best Practices for Document Ad Creation: Focus on designing documents with minimal text and high-impact visuals to attract attention on mobile devices. Use bright colors and large fonts to make each slide engaging and encourage viewers to keep scrolling. Objective-Based Performance Analysis: AJ breaks down the three objectives available for document ads—Engagement, Website Visits, and Lead Generation—offering insights into when and how to use each for optimal results. Engagement Objective: High click-through rates but potentially higher costs due to paying for all types of engagement clicks. Website Visits Objective: Best for driving traffic, with lower overall costs and free engagement clicks. Lead Generation Objective: Can be effective for gated content but may incur unexpected costs for interactions like "See More" clicks. Testing and Metrics: AJ shares results from various A/B tests comparing objectives, revealing that website visits often yield the best cost per lead and overall performance. Metrics to track: Cost per 25%, 50%, 75% view, and cost per completion to evaluate document engagement. The importance of exporting data to Excel for more detailed analysis and comparisons. LinkedIn Updates: Content ingestion via RSS feeds for LinkedIn company pages, allowing for faster and easier organic content posting. AI-generated ad copy suggestions for single image ads, now available to over 50% of ad accounts. New ability to send test leads directly from the lead gen form in Campaign Manager, streamlining the testing process. AJ’s Pro Tips: Use square designs for document ads to maximize visibility across different ad formats. Include arrows or prompts in the design to encourage users to scroll through the document. Choose the objective that aligns best with your campaign goals, rather than defaulting to LinkedIn’s suggestions.      Call to Action: Listeners are encouraged to join the LinkedIn Ads Fanatics community to access in-depth courses, expert advice, and weekly group calls with AJ. Subscribe to the podcast for more LinkedIn Ads insights, and leave a review on Apple Podcasts or send in an audio review for a chance to be featured. Review and Connect: AJ welcomes questions, suggestions, and feedback via email at podcast@b2linked.com or through LinkedIn DMs. He looks forward to featuring listener reviews and advice in future episodes. Listeners interested in learning how to harness the power of document ads on LinkedIn and get insider tips on achieving the best ad performance for your campaigns.   Show Transcript: For the full show transcript, see the show notes page here: Episode 143

Episode Description 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, AJ Wilcox explores the concept of the Measurement Maturity Index (MMI) introduced by LinkedIn. Here are the main discussion points: Introduction to MMI: Explanation of the Measurement Maturity Index (MMI) as a tool to assess and enhance LinkedIn Ads measurement strategies. The process involves a survey facilitated by a LinkedIn rep, resulting in a score from 1 to 100. MMI Survey Breakdown: Overview of the survey questions covering topics such as sales cycle length, key metrics, attribution windows, decision-making processes, lead scoring, CRM data sharing, attribution methodologies, partnerships, and privacy practices. The survey results in a comprehensive PDF deck highlighting strengths and areas for improvement. MMI Score and Pillars: Detailed explanation of the five pillars that contribute to the MMI score: Signals: Data passed back to the ad platform. Reporting and ROI: Understanding ad performance and effectiveness. Insights: Utilizing audience and content insights. Verification: Ensuring ads are viewed in a safe environment. Experimentation: Running A/B tests and learning from performance impacts. Recommendations and Insights: Insights on how to improve in each pillar, such as using the LinkedIn Insight Tag, offline conversions, clean room data collaboration platforms, A/B testing tools, and verification partners like Integral Ad Sciences and DoubleVerify. Importance of being honest in the survey to receive useful feedback and recommendations. Practical Tips and Personal Experience: AJ's experience with the MMI process and the benefits of obtaining a score and tailored recommendations. Encouragement to leverage third-party providers for advanced tracking and verification, despite the additional cost. Community and Listener Engagement: Highlighting the LinkedIn Ads Fanatics community for deeper learning and networking with top LinkedIn Ads professionals. Invitation to join the community, leave reviews, and engage with the podcast through questions and feedback.      Call to Action: Join the LinkedIn Ads Fanatics community to deepen your expertise and engage with other LinkedIn Ads professionals. Subscribe to the podcast for weekly insights, and leave a review on Apple Podcasts to show your support. Review and Connect: Listeners are invited to leave reviews, send questions or feedback via email at podcast@b2linked.com, or message AJ directly on LinkedIn. AJ’s DMs are open for any inquiries and suggestions. Listeners interested in optimizing their LinkedIn Ads measurement strategies and gaining actionable insights from industry experts will find this episode particularly valuable.   Show Transcript: For the full show transcript, see the show notes page here: Episode 142

Show Resources: Here were the resources we covered in the episode: How to get the best match rates from LinkedIn list uploads LinkedIn's description of Predictive Audiences 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, AJ Wilcox dives deep into the new feature of LinkedIn Ads: Predictive Audiences. Here are the key discussion points: Introduction to Predictive Audiences: Predictive Audiences are replacing the traditional lookalike audiences on LinkedIn. They dynamically update and allow more control over audience matching using a slider. Testing Predictive Audiences: AJ shares insights from his tests comparing seed lists with predictive audiences. He highlights a significant drop in audience size when applying specific targeting criteria. Performance Insights: Despite smaller audience sizes, predictive audiences showed higher click-through and conversion rates compared to standard audiences. Discussion on how predictive audiences might be leveraging LinkedIn’s AI to focus on intent signals rather than traditional targeting facets. Audience Composition Analysis: Comparison of job functions, company sizes, and industries between seed lists and predictive audiences. Notable shifts in audience composition, with predictive audiences often deviating significantly from the original seed list. Listener Interactions: AJ reads a positive review from a listener, highlighting the impact of the podcast. Encouragement for listeners to leave reviews, join the LinkedIn Ads Fanatics community, and participate in discussions. Practical Tips: Recommendations for setting up predictive audiences with clean seed lists and appropriate guardrails. Advice on leveraging audience insights for better campaign performance and understanding.      Call to Action: Join the LinkedIn Ads Fanatics community to deepen your expertise and engage with other LinkedIn Ads professionals. Subscribe to the podcast for weekly insights, and leave a review on Apple Podcasts to show your support. Review and Connect: Listeners are invited to leave reviews, send questions or feedback via email at podcast@b2linked.com, or message AJ directly on LinkedIn. AJ’s DMs are open for any inquiries and suggestions.   Listeners interested in advanced LinkedIn Ads strategies and real-world performance data will find this episode particularly insightful.   Show Transcript: For the full show transcript, see the show notes page here: Episode 141

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 LinkedIn Learning Course 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 the newly introduced metric, dwell time, and explores its implications for LinkedIn advertisers. AJ provides an in-depth analysis of what dwell time is, how it’s measured, and shares valuable benchmarks to help you understand and improve your ad performance. Key Discussion Points: Introduction to Dwell Time: Explanation of what dwell time is: the average time viewers spend on your ad before scrolling or clicking. Importance of dwell time in measuring ad engagement and its role in the "attention economy." New LinkedIn Features: Introduction of LinkedIn's ability to sponsor newsletters. Explanation of how to sponsor both company and individual newsletters. Introduction of subscription and viral subscription metrics for tracking newsletter performance. Connected TV (CTV) Updates: Announcement of LinkedIn's connected TV frequency control. Importance of managing ad frequency to avoid viewer fatigue. Dwell Time Calculation: Detailed explanation of how LinkedIn calculates dwell time based on ad impressions with more than 50% visibility. Applicability of dwell time to various ad formats, including newsfeed ads, LinkedIn Audience Network campaigns, and connected TV. Benchmarks and Insights: Benchmark data on average dwell times for different ad formats and objectives: Newsfeed ads: 2.68 seconds LinkedIn Audience Network ads: 17.5 seconds Connected TV ads: 23.55 seconds Single image ads: 4.76 seconds Thought Leader Ads: 3-5 seconds Highest dwell time for job applicant objectives, followed by video views. Lead generation objective with the lowest dwell time at 2.7 seconds. Practical Applications: How to find and use dwell time metrics in Campaign Manager. AJ’s tips on incorporating dwell time into ad performance analysis alongside other metrics like click-through rates. AJ's thoughts on why LinkedIn may have set different dwell time thresholds for paid and organic videos. Community and Resources: Invitation to join the LinkedIn Ads Fanatics community for access to courses, expert advice, and weekly group calls. Encouragement for listeners to subscribe, leave reviews, and connect with AJ for further questions and feedback. Call to Action: Join the LinkedIn Ads Fanatics community to deepen your expertise and engage with other LinkedIn Ads professionals. Subscribe to the podcast for weekly insights, and leave a review on Apple Podcasts to show your support. Review and Connect: Listeners are invited to leave reviews, send questions or feedback via email at podcast@b2linked.com, or message AJ directly on LinkedIn. AJ’s DMs are open for any inquiries and suggestions.           This episode provides understanding into the new dwell time metric and learn how to leverage it for better ad performance on LinkedIn.   Show Transcript: For the full show transcript, see the show notes page here: Episode 140

Episode Description Show Resources: Here were the resources we covered in the episode: How to get high quality LI Ads traffic at steep discounts Ultimate LinkedIn Ads Starting Checklist Ultimate LinkedIn Ads Advanced Guide 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 Episode Title: What Do You Wish You'd Known When You First Started Advertising on LinkedIn? In this episode of The LinkedIn Ads Show, host AJ Wilcox invites experienced LinkedIn advertisers to share the insights and tips they wish they had known when they first started. The discussion is packed with advanced advice suitable for both newcomers and seasoned professionals in the LinkedIn Ads space. Key Discussion Points: Constant Testing: Dan Bebb emphasizes the importance of continuous testing and evolving campaigns to keep up with the fast-paced digital marketing landscape. LinkedIn's Unique Algorithms: Nicholas Branda highlights how LinkedIn operates like a machine, advising on the careful interpretation of audience targeting and the valuable insights from demographic reports. B2B Sales Cycles: Anthony Blatner discusses the long sales cycles in B2B marketing, stressing the importance of patience and long-term strategy. Creative and Messaging: Mario Maier advises doubling the time spent on creatives and copy, leveraging CRM sync, and focusing on retargeting for better campaign results. Ad Format Experimentation: Ava Yakub underscores the necessity of testing different ad formats and dimensions to find the most effective combinations. Higher CPL Justification: Tanner Stolte explains that higher cost-per-lead (CPL) can be justified by the quality and ROI of LinkedIn leads compared to other platforms. Bidding Strategies: Jacob Juan Carlos Lundy shares insights on proper bidding strategies to avoid overspending. Testing New Ad Formats: Rob Drummond encourages advertisers to test new formats, integrate with organic strategies, and maintain a stoic mindset when offers fail. Avoiding LinkedIn Audience Network: Muhammad Ali Shahzad and Marco Savo discuss the pitfalls of using the LinkedIn Audience Network and automated bidding suggestions. Strategic Planning and Customer Journey: Clare Williams focuses on the importance of strategic planning, behavioral psychology, and understanding the entire customer journey. Time Zone Awareness: Sarah Miller reminds advertisers to consider LinkedIn's UTC operation when planning budgets and campaign schedules. Manual Bidding Control: Jamie Taylor and Mathias Skove Onsby emphasize the value of manual bidding and the importance of frequency in ad exposure. AJ Wilcox’s Reflections: AJ shares his own learnings, such as the importance of data analysis skills in Excel and the value of community learning through shared test results. Call to Action: Listeners are encouraged to join the LinkedIn Ads Fanatics community for rapid learning and access to comprehensive LinkedIn Ads courses. Review and Connect: New listeners are invited to subscribe, and loyal listeners are encouraged to leave reviews on Apple Podcasts. AJ is open to questions and suggestions via email and LinkedIn.           This episode provides deep insights from LinkedIn advertising experts and enhance your campaign strategies with advanced tips and real-world experiences.   Show Transcript: For the full show transcript, see the show notes page here: Episode 139

Show Resources: Here were the resources we covered in the episode: Thought Leader Ads Basics More Efficient Thought Leader Ads Creation 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 tackles the challenge many B2B marketers face: transitioning the success of LinkedIn Thought Leader Ads to Company Ads. Here are the key discussion points: Introduction: AJ highlights the common frustration of high-performing Thought Leader Ads not translating to effective Company Ads and sets the stage for strategies to bridge this gap. LinkedIn Ads Updates: AJ shares recent news from LinkedIn, including proactive credits for incorrect costs in manual bidding campaigns and adjustments for double-counted EU conversions, praising LinkedIn's transparency and trust-building efforts. Listener Shoutouts and Feedback: AJ acknowledges a positive review from Helly Thuy Tien, a paid media specialist from Australia, and answers a detailed question from Caressa Kuk, a lead marketer from the Netherlands, about balancing Thought Leader Ads and Company Ads. Strategies for Improving Company Ads: Mention the Company: Have your thought leader reference the company early in the post. Call to Action: Encourage followers to also follow the company. Branding: Add company logos to images or videos in Thought Leader Ads. Storytelling: Use Thought Leader Ads to tell the company's founding or inspirational stories. Retargeting: Create retargeting audiences from Thought Leader Ad interactions and test their effectiveness against cold audiences. Optimizing Video Ads: AJ advises targeting viewers who watch at least 50% of the video for retargeting, as this indicates genuine interest. Funnel Positioning: Thought Leader Ads are most effective at the top of the funnel but can also be utilized in the middle and bottom stages depending on the strategy. Community Engagement: AJ invites listeners to join the LinkedIn Ads fanatics community for access to courses and group calls, and encourages feedback and questions via LinkedIn or email. This episode provides actionable strategies to enhance your LinkedIn Ads performance and efficiently transfer the success of your Thought Leader Ads to your Company Ads. Show Transcript: For the full show transcript, see the show notes page here: Episode 138

Show Resources: Here were the resources we covered in the episode: Tiny Thumbnail Links on LinkedIn 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 Transcript: For the full show transcript, see the show notes page here: Episode 137

Episode Description Here were the resources we covered in the episode: Lead Gen Form 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! Show Transcript: For the full show transcript, see the show notes page here: Episode 136