LinkedIn Ads for Event Promotion - Ep 144

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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:

1. 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.

2. 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.

3. 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.

4. 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.

5. 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.

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