67 episodes

The LinkedIn Ads Show is your source for news, how-tos, and insights about the LinkedIn Ads platform. Hosted by LinkedIn Ads expert and partner, AJ Wilcox, you'll get up-to-date, actionable advice, as well as occasional interviews with LinkedIn's product that will make you a LinkedIn advertising rockstar.

LinkedIn Ads Show AJ Wilcox

    • Business
    • 4.9 • 58 Ratings

The LinkedIn Ads Show is your source for news, how-tos, and insights about the LinkedIn Ads platform. Hosted by LinkedIn Ads expert and partner, AJ Wilcox, you'll get up-to-date, actionable advice, as well as occasional interviews with LinkedIn's product that will make you a LinkedIn advertising rockstar.

    Is it Time to Fire Your LinkedIn Ads Agency? - Ep 66

    Is it Time to Fire Your LinkedIn Ads Agency? - Ep 66

    Show Resources Here were the resources we covered in the episode:
    Episode on average benchmarks to shoot for
    Episode on boosting posts
    Episode on segmentation
    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 Is it time to fire your agency that's managing your LinkedIn Ads? I'm going to walk you through what your agency should be doing 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. Because we run a LinkedIn Ads agency, we really get a front row seat into the tactics and management that other agencies are doing for their clients. We get to audit their accounts and take over accounts that they used to manage. We also realize that not everyone is able to work with us. So in this episode, we're going to be covering a lot of what expert management of a LinkedIn Ads account looks like. And of course, if you're an agency, and you're not doing some of these things, take the advice to heart and see if you can improve. A lot of these things are hard lessons that we ourselves have learned over time, and we've even lost clients over. So we're holding ourselves just as accountable to the standards, as well as you and we're trying to always improve. We've certainly learned from some bar mistakes. And that's what this episode is all about. And we hope that this will help you better evaluate the service that you're getting, so that you can get it elevated. And of course, if you're not an agency, if you're managing your LinkedIn Ads strategy in house, I do hope that you'll get some value from this about how you can improve your own strategy as well. And if you think we missed anything here, let us know in the comments, or shoot us an email so that we can include it in future episodes.
    First in the news, I got an interesting email from LinkedIn this week that was titled Inaccurate Engagement Reporting for your LinkedIn Video Ads. It says between December 2021, and January 2022, we discovered and fixed an issue that may have affected some metrics for sponsored video ads. Due to a technical error, you may have also viewed inaccurate campaign data for the timeframe of September 23 2021 to November first 2021, we recommend that you consider generating a new report for more accurate metrics. So this is really interesting, what it looks like LinkedIn did is they noticed that there were some over reporting going on in their campaigns. We've seen the same thing from Facebook, so this isn't a huge surprise. But they've now corrected it. And if you've already generated that data, you can go back to those time periods and regenerate your reporting. This happened to probably eight different accounts that we were managing during that time period. So you may want to go take a look at your ad account and see if you had some missed reporting happening during that time as well. We also noticed this week that LinkedIn's new navigation features are back, it doesn't look like anything changed. They took it off the market for a little bit and now it's back on. If you notice any changes, feel free to let us know, but it looks pretty similar to us. Okay, that's it for the news. Let's hit it.
    From my experience, there aren't very many add professionals out there with a lot of experience in LinkedIn specifically. And LinkedIn is very much a different beast, it appears quite similar to Facebook in a lot of regards, but the strategies are totally different. So in this first section, I'm going to be sharing a lot of the qualitative nature of maybe how you can feel out how experienced your ad manager is, there are a lot of questions that you can ask and just gauge from their response, how adept they are at it. And I should mention that everyone has to start somewhere. And I'm not saying that you shouldn't work with someone who doesn't have a ton of experie

    • 17 min
    Microsegmentation of Your LinkedIn Ads - EP 65

    Microsegmentation of Your LinkedIn Ads - EP 65

    Show Resources Here were the resources we covered in the episode: Ad Scheduling
    Account Organization
    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 Micro segmentation of your LinkedIn Ads. Your LinkedIn Rep says it's a bad idea. I say it's great. Let's discuss why this strategy is so divisive. 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, your LinkedIn Rep may have warned you against something called micro segmentation, which is what they call it when you create a campaign that has too few members and your target audience. Now, I highly recommend micro segmentation. But our definitions are very different. On this episode, we'll dive into how you can use segmentation to get better ad performance, easier reporting, and definitely to learn more about who your target audience is, and what they engage with. Let's jump right in and hit it. And definitely the next time I decided to coin a term, I'm going to try to make sure that it doesn't match what a LinkedIn Rep warns you against.

    So everyone knows that LinkedIn ads is great for lead generation. That is, of course, why we come to the platform is access to an ultra premium audience. But a little known fact about LinkedIn Ads is that it's also spectacular for market research. And by market research, I'm not saying run ads, asking people about what they think about your company or anything like that. But you probably already have a good idea of who your ideal customer persona is, right? That's why you're using LinkedIn Ads. So you can target exactly those people. So for example, let's say that your ideal target audience is decision makers in IT. It would be really easy to create one campaign targeting the IT job function, and then layer in all seniorites that or manager and above. And you can run that and that's totally fine. But then after you've run that campaign, you don't get any sort of understanding further about your audience, you might get good ad performance, you might get bad ad performance somewhere in between. But ultimately, because you don't have anything to compare this against, you are left with no levers to pull. So instead, imagine that instead of that one campaign, you've created four separate campaigns. One is IT with a manager seniority. Another one might be IT with a director seniority, another might be IT with a VP seniority. And then finally, your fourth one would be IT with a CXO seniority. So let's say you are running an AB test to this audience, well, you put the same AB test in each of those four campaigns and now you're targeting the same size of audience, you didn't have to create many more ads, you just created the same to over and over again, but now you have four campaigns that you can compare against each other, to learn more about what different segments of your audience are doing, what they like, what they engage with. By doing this, you can get some insights like for instance, maybe CIOs convert higher to the lead. But maybe they're harder for the sales team to get a hold of for a demo. So their cost per SQL ends up being higher. And maybe IT managers have a higher cost per click, but they're easier for sales to get an appointment with. So maybe they have initial higher costs, but when you let it all bake out in your sales funnel, it all of a sudden makes a lot more sense. I like to do this basically, anytime that I'm targeting an audience with multiple singularities. I'll break up that audience by seniority, so I can learn who likes what content. You might see that certain offers are interesting to those who are VP and above. And other offers are more interesting to those who are like manager and director level. And this is really easy to do, you could do the same thing by segmenting by industry. So for instance, let's say y

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

    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 where it provided a lower cost or a higher quality of lead. And it's being replaced with cost cap bidding, which actually seems really similar to Google's target CPA bidding. It looks like you're going to be able to choose an optimization goal. So maybe that is clicks, the landin

    • 14 min
    Analyzing LinkedIn Ads Performance by Day and Hour - Ep 63

    Analyzing LinkedIn Ads Performance by Day and Hour - Ep 63

    Show Resources Here were the resources we covered in the episode: 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 On this episode of the LinkedIn Ads Show, we're talking about the biggest oversight that LinkedIn made on their ad platform, the feature that is constantly requested.
    Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox.
    Hey there LinkedIn ads fanatics, whether you call it dayparting or ad scheduling, one of the most requested features that I've heard for LinkedIn ads is the ability to turn ads on and off at certain times of the day, or certain days of the week, or certain times of the week. I've personally asked LinkedIn for this at every chance I've gotten. And so far that request has fallen on deaf ears. Today, we're doing another deep dive. And we're talking about why dayparting is important, and how to analyze your traffic patterns during the day. In the news, by the time you hear this episode, I'll be on an Alaskan cruise. Now, I love cruises. But every time I've gone, it's been to somewhere warm with beaches. Well, it's no surprise, I'm a ginger, which means I'm naturally allergic to the sun. Seems like Alaska will be the perfect trip for my fair skin. This will be my first vacation since the beginning of COVID. And I'm excited to finally unplug. And I'm hopefully going to be back here in a couple weeks with a brand new action packed episode, and coming from a clear and rested brain. Alright, enough about me, let's go ahead and hit it.
    Alright, so what is dayparting or what is ad scheduling? This is simply the act of being able to turn your ads on and off during certain times. And of course, all of the major ad platforms have this. LinkedIn seems to be the only one who hasn't developed this feature. Facebook has it, Google has it, Microsoft ads, and probably honestly, everyone else. The reason why I call this LinkedIn biggest miss is that if you look at all the other platforms out there, traffic patterns are very undefined. But here you have LinkedIn, where people tend to use it on a normal schedule that you can predict because of business hours. We've had so many clients request, hey, we don't have a sales team in on Saturday on Sunday so we don't want to drive leads on those days, but let's keep running every other time. Or maybe you just only want to run during business hours. Or maybe you only want to run on weekends. Because LinkedIn traffic patterns are so predictable. It makes it really important to be able to define your traffic by what time of day and what day of the week, they're on the platform. So LinkedIn really is perfect for day parting, yet it hasn't ever developed it. An analysis that you can definitely do is go into campaign manager and export as much of your data as you can by day. And then what you can do is add in a new column in Excel for day of the week, then you can use an Excel formula based off of the date to figure out which day of the week it is, then with one pivot table, you're aggregating all of your ad performance data to find out which days of the week work best for you. I'm obviously breezing through this. This isn't a class on Excel. But we've done quite a bit of this and what we found is that, obviously, the weekends usually have less desktop traffic, a lot more mobile. So surprise, surprise, if you're advertising using text ads or dynamic ads, you're probably not going to see much action on the weekends as opposed to sponsored content and sponsored messaging, you'll probably see a lot more traffic on the weekends than the other ad formats. We generally find that Tuesday is the best day. It's the one with the most impressions, the most click volume. But we recently had a client where Tuesday was constantly the worst day. So don't always count on that. Monday and Wednesday usually are pretty top too, it's like, Tuesday is number one and then Monda

    • 13 min
    LinkedIn Sponsored Messaging Ads Demystified - Ep 62

    LinkedIn Sponsored Messaging Ads Demystified - Ep 62

    Show Resources Here were the resources we covered in the episode: Announcement about the left-hand navigation being reverted
    Offers Epsiode
    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 LinkedIn Sponsored Messaging, Message Ads, Sponsored InMail, Conversation Ads. These are the ad formats on LinkedIn that are most confusing, and also intriguing to advertisers. I'm about to demystify them on this episode of the LinkedIn Ads Show.
    Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox.
    Hey there LinkedIn Ads fanatics. For years, I've been getting questions about the sponsored messaging ad formats on LinkedIn. And honestly, I've been waiting a long time to do this episode, I was waiting until I found a whole bunch of success with these ad formats. And honestly, I've been really disappointed. I was hoping to find a formula for what always works. But I've collected all of the opportunities for success that I've been able to find on this episode. And I'm excited to finally share them with you. First off in the news, LinkedIn has a little message across the top of every account that says we've temporarily changed the design of our navigation menu, learn more. You can click there to see the note in the Help section of LinkedIn, or just look in the show notes down below, I've linked to it there. And what they've explained is they've reverted the new left hand navigation experience that was released just in the last handful of weeks. And it's been temporarily reverted back to the old top navigation experience. I reached out to a contact at LinkedIn and I got the inside scoop. It turns out, they didn't revert it because of any bugginess or anything like that. It was actually the second order effects of it. They noticed that the new experience adversely affected advertiser behavior on the platform. I won't go any deeper into that. But just I expect that after they make some minor adjustments or improvements, we'll get it back, there wasn't a problem with the navigation experience itself. It's more about what us advertisers did after getting that navigation experience. Alright, with that, let's jump into the actual content. Let's hit it.
    So first off, you need to understand what the different ad formats on LinkedIn are. It's the whole class of ad formats that are pushed right to your messaging box. Rather than being seen somewhere else on LinkedIn. These are called Sponsored Messaging. And there are two different kinds of ad formats that fit underneath that umbrella, we have Message Ads, which used to be called Sponsored InMail. And then we have Conversation Ads, which are one of LinkedIn's newest ad formats. And it's that choose your own adventure kind of chat bot experience. And the way that they work is they show up directly inside of your message box when you're on LinkedIn. And the only way for you as an advertiser to pay is to pay per send. Now LinkedIn is only going to send these to people who are actively logged in. So thank goodness, you're not going to be paying for all of those inactive users who haven't opened their message box in a year or more. Now, I did get to use the message ads format back when it was Sponsored InMail back before it even came to Campaign Manager, it was when you used to have to work directly with a LinkedIn rep. And here's what it was like it was probably the worst investment I've ever made. It cost $3 per person you sent to. And so it landed in a bunch of inactive accounts. When I ran these years and years and years ago, it was, like I said, the worst investment that I ever mad and we promptly stopped as soon as we saw that there was just nothing good coming from these. But thank goodness back in November of 2016. It was released as an ad format that you could access within Campaign Manager. And as soon as they did that, they made it so it could only show up when someone was

    • 24 min
    LinkedIn Ads Tool Spotlight: Supermetrics -Ep 61

    LinkedIn Ads Tool Spotlight: Supermetrics -Ep 61

    Show Resources Here were the resources we covered in the episode: Data Studio dashboard that Anna Shutko and AJ created together @AnnaShutko on twitter
    Marketing Analytics Show
    LinkedIN: Send DM and posting
    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
    Have you heard of Supermetrics? If you're a LinkedIn advertiser, it's your new best friend. We're covering the capabilities on this week's episode of the LinkedIn Ads Show.
    Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox.
    AJ Wilcox
    Hey there LinkedIn Ads fanatics. So we're highlighting another tool today in the LinkedIn advertisers arsenal. We're discussing a tool that I've been using now for years. It's absolutely indispensable for our team, because we're managing so many different accounts. And we're dealing with so much data. That tool is called Super metrics. And it's a very simple way of getting all of your ads data into a spreadsheet, or visualization tool for better reporting and analysis. I'm excited to welcome Anna Shutko from Supermetrics to answer my questions, and give you the inside scoop on what's coming. Anna and I go way back. And we've even collaborated on a free dashboard for LinkedIn advertisers, that you'll all get here in the show notes and I think you'll enjoy it. Without further ado, let's jump into the interview.
    Okay, I'm really excited here to have Anna Shutko from Supermetrics. She is the Brand Strategist at Supermetrics. She's also host of the awesome podcast, The Marketing Analytics Show, make sure you go and subscribe to that right now,if you're not already. She is based in Helsinki, Finland. And she was number seven on the Supermetrics team. She has been there over five and a half years she is one of the OGs for sure. She's also an avid cyclist and skier. Anna, I'm so excited to have you on the show. We've been friends for a long time. Thanks so much for joining us.
    Anna Shutko 1:42
    I know, right?! Thank you so so much for having me. I'm super excited to be on the show.
    AJ Wilcox 1:49
    I'm just as excited to have you I have so many great questions for you. Well, I'm the host. And so if I say that they're great, it's a little bit biased, but didn't really have some questions I think are gonna be really good for you. And for those of us who are listening, tell us anything about yourself that you want anything I may not have covered in your intro.
    Anna Shutko 2:05
    Yeah, sure. So I think you nailed my bio. So I did a piece of furniture with Supermetrics. As I like to joke about it. I've been at the company for quite a while now more than five years. Wow. It's crazy when you think about it. So what people usually find interesting because I sometimes go in client calls and then when my colleagues introduce me, they're like, yeah, she's been here with us for such a long time. And people who knows Supermetrics are very, very surprised, because I guess not so many people like me have been with the company for a long time. We were a tiny team back then. Now we've grown fantastically. And we've grown so fast. Now we're over 250 people. It's crazy. So yeah, it's been a wild ride. And yeah, like I said, I've been moving between different areas of marketing between different departments. So I started as a growth marketer, then I went on to become a product marketing manager. I was also product manager, I was managing the relays and different connectors. And then I moved on to brand marketing. And now I'm super excited about my new role. So I'm building the brand measurement system, and I'm pretty sure we're gonna hear more about it. But yeah, that's a little bit about me. So many different areas. It's super exciting to see the company grow. It's super exciting to change all these different roles and learn more about connectors, including or favorite LinkedIn connectors. So that's a bit of a thing.
    AJ Wilcox 3:39
    Oh,

    • 44 min

Customer Reviews

4.9 out of 5
58 Ratings

58 Ratings

swimmer10 ,

Great show thanks!

AJ, we are listening! I love your show and have missed it, can’t wait to see more shows this year thanks for the great content!

wixfi ,

THE Authority in LinkedIn Ads

AJ is a great voice on running LinkedIn campaigns and doesn’t hold back. He gives strategic and tactical tips on how you run ROI positive campaigns of your business.

Betsy-Nashville ,

AJ Is The Real Deal

Great podcast, super guy, very knowledgeable. I’ve learned a ton from AJ generously sharing his deep expertise!

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