LinkedIn Ads Show

AJ Wilcox
  • 4.9 (88)
  • MARKETING
  • UPDATED BIWEEKLY
LinkedIn Ads Show Podcast

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.

  1. SEP 6

    LinkedIn Ads Free Brand Lift Studies - Ep 147

    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 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

    14 min

  2. AUG 30

    What LinkedIn Lacks - Ep 146

    Show Resources: Here were the resources we covered in the episode: Chandler Quintin's episode on how to get incredible LinkedIn video ad performance How LinkedIn defends against bot traffic on the LinkedIn Audience Network 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: Key Takeaways: This episode of the LinkedIn Ads Show, hosted by AJ Wilcox, delves into the ongoing debate among B2B marketers about whether LinkedIn Ads is truly a Tier 1 advertising platform. AJ discusses the platform's strengths and areas needing improvement to solidify LinkedIn's place among the top advertising platforms like Google and Meta. Key Discussion Points: Platform Tier Classification: AJ defines Tier 1 platforms as essential tools that B2B marketers must master, such as Google and Meta, due to their comprehensive features and widespread use. LinkedIn is currently on the cusp between Tier 1 and Tier 2, with many key features missing or needing enhancement to reach true Tier 1 status. Platform Generosity: AJ introduces the concept of "platform generosity," explaining that early-stage platforms like Google and Facebook succeeded by offering low costs and high value, attracting widespread use. LinkedIn, in contrast, started with higher costs and lacked the generous features that help new advertisers achieve success, which could hinder its growth and perception as a top-tier platform. Feature Wishlist for LinkedIn Ads: Device Targeting: The ability to target ads based on the device type (mobile vs. desktop) is crucial for optimizing campaigns but is currently missing. Time Zone Flexibility: AJ argues for the ability to change campaign time zones and schedule ads according to the user's local time, improving budget efficiency and targeting accuracy. Hourly Reporting and Scheduling: LinkedIn should provide more granular hourly reporting and allow for ad scheduling based on when the audience is most active, enhancing campaign effectiveness. Daily Budget Control: LinkedIn often overspends on daily budgets, particularly with maximum delivery bidding, which feels like a "cash grab." More precise control is needed to avoid overspending. Improved Audience Matching: Enhancements like targeting by LinkedIn profile URLs could significantly improve the match rates for uploaded contact lists. Custom Calculated Columns: AJ suggests allowing advertisers to create custom calculated metrics within Campaign Manager, eliminating the need for manual calculations in Excel. Ad Type Transparency: LinkedIn should make it easier to identify the ad type within exported reports, helping advertisers better analyze campaign performance. Expanded Objectives for Thought Leader Ads: AJ advocates for adding more objectives to Thought Leader Ads, including website visits and lead generation, to increase their utility. Simplified Duplication and Management of Conversation Ads: The current process for creating and duplicating Conversation Ads is cumbersome; LinkedIn could streamline this to make it more user-friendly. Additional Feedback and Community Suggestions: AJ shares feedback from the LinkedIn Ads community, including suggestions for better dynamic UTM tracking, a more user-friendly Campaign Manager interface, and dark mode compatibility. Conclusion: This episode provides a comprehensive evaluation of LinkedIn Ads, highlighting both its potential and the areas where it falls short. For LinkedIn Ads to move firmly into Tier 1 status, it must address these shortcomings, offering advertisers more control, transparency, and tools to optimize their campaigns effectively. By implementing the suggested features and improvements, LinkedIn could significantly enhance its value proposition, attracting more advertisers and solidifying its place as a critical platfor

    47 min

  3. AUG 23

    LinkedIn Conversation Ads - Ep 145

    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: Key Takeaways: Introduction to Conversation Ads: Conversation Ads are part of LinkedIn's Sponsored Messaging ad formats. They are distinct from other ad formats because they appear in the LinkedIn messaging inbox rather than in the newsfeed, making them feel more personal and direct. Cost and Performance Considerations: Conversation Ads are pay-per-send, which can make them more expensive, especially for cold audiences. They tend to perform better with retargeting campaigns, where the audience is already familiar with the brand. Use Cases for Conversation Ads: Ideal for personalized invitations, event meet-ups, or exclusive offers. Successful in scenarios like inviting event attendees to meetups or offering demos in exchange for gift cards. Challenges and Limitations: Building Conversation Ads can be cumbersome due to the need for multiple text options and flowchart designs. There are limitations in targeting, such as the inability to use these ads in the EU due to GDPR restrictions. New Features and Metrics: LinkedIn introduced a new metric called "audience penetration," which measures how much of your target audience you’re reaching with your ads. The frequency cap for Conversation Ads has become more dynamic, ranging from 7 to 18 days based on user activity. Tips for Success: Keep messages short and the number of options limited to avoid overwhelming the recipient. Use believable senders who are not too senior or obviously sales-oriented to maintain the personal touch. Focus on warm audiences for better performance and cost-effectiveness. Conclusion: This episode provides a comprehensive guide to leveraging LinkedIn Conversation Ads effectively, including practical advice on when and how to use them, the challenges involved, and how to optimize performance. For advanced B2B marketers, this episode is packed with actionable insights that can help refine LinkedIn advertising strategies. Whether you’re looking to retarget an audience or send personalized invitations, Conversation Ads can be a powerful tool when used correctly.   Show Transcript: For the full show transcript, see the show notes page here: Episode 145

    28 min

  4. AUG 16

    LinkedIn Ads for Event Promotion - Ep 144

    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 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 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

    19 min

  5. AUG 9

    LinkedIn Document Ads - Ep 143

    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 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 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 t

    21 min

  6. AUG 2

    LinkedIn Ads MMI Score - Ep 142

    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 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, 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

    15 min

  7. JUL 26

    LinkedIn Ads Predictive Audiences - Ep 141

    Show Resources: Here were the resources we covered in the episode: How to get the best match rates from LinkedIn list uploads Why aren't lookalikes very valuable for targeting on LinkedIn? 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 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, 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

    22 min

  8. JUL 19

    LinkedIn Ads Dwell Time: What it is and how to benchmark your traffic - Ep 140

    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

    15 min
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4.9
out of 5
88 Ratings

About

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.

Information

  • Creator
    AJ Wilcox
  • Years Active
    2020 - 2024
  • Episodes
    100
  • Rating
    Clean
  • Copyright
    © Copyright 2020
  • Show Website
    LinkedIn Ads Show

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