LinkedIn Ads Efficiency vs Volume - Can You Have Both? | The LinkedIn Ads Show - Ep 64

Show Resources

Here were the resources we covered in the episode:

Cost Cap Bidding

Targeting Strategies

Key to Efficient Scale

NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox

Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover.

Show Transcript

With LinkedIn Ads, you can either increase efficiency or volume. But wait, can you have both? Here's a strategy you'll need to know about on this week's episode of the LinkedIn Ads Show.

Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox.

Hey there LinkedIn Ads fanatics. So there's a common misconception that you can't increase ad efficiency at the same time as you're increasing your lead volume. And there is a lot of merit to this argument, it really makes sense. But due to some of the nuances of the LinkedIn Ads platform, as well as some of the strategies I'm about to teach you, I'm excited to let you know that you can actually do both, you can have the best of both worlds, you can have that cake and also eat it too. Make no mistake about it. This is secret sauce, and I'm letting you in on it. So please do show your gratitude by leaving a review on the show. The most common place to do this is within Apple podcasts. So if you're listening on an Apple device, it should be easy to navigate over there. Otherwise, open up iTunes and look up the show B2Linked. And honestly, there's nothing you could do that would make me happier. 

In the news. I'm back after my Alaskan cruise. And I'll tell you it was fantastic. Thank you everyone for your patience as I did skip an episode. I did get to go dog sledding, I got to see whales and glaciers, and go canoeing and jeeping and kayaking. And those of you who know me well know I don't get cold very often. And I always get sunburned. You'll be pleased to know that even in Alaska, I only had to wear a jacket twice, and I came back with no sunburns. I came back to a good friend Glenn Schmelzle from MarketingWhatsNew. He sent me an update about something that's going on inside of campaign manager. He sent me the screenshot, and I'm actually not sure where to find the screenshot, so you may see it within your accounts. But it starts, "We recognize the importance of continuously investing in our technology to deliver solutions that help you reach your marketing goals, and are excited to bring you an important update today. In order to offer more precise campaign cost control for our advertisers, we have decided to sunset target cost bidding within campaign manager. In its place, we'll be launching cost cap bidding, which will offer greater cost control, even for cost per lead, as well as improved ROI. While target cost bidding allows a range of costs, cost cap bidding will cap your average bid so that you don't spend more than your desired amount. Among this updated bidding product suite, you will be able to confidently choose a bid strategy that best suits your campaign goals. There will be no changes made to your current target cost bidding campaigns, and you may run your existing target cost bidding until completion. However, starting on April 18 of 2022, LinkedIn will gradually close access to target cost bidding and advertisers will begin to lose the ability to create new target cost campaigns. We encourage you to try cost cap bidding instead." And there's a button to learn more. Down in the show notes below, you'll see a link to where you can click on the Help Center article all about cost cap bidding. So you can go and do more research there. But basically, if I can distill it down for you, target cost bidding is being phased out. And thank goodness because we have tested it extensively and found no scenario w