80 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 • 68 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.

    The Future of LinkedIn Ads from the LinkedIn B2Believe Live Event - Ep 79

    The Future of LinkedIn Ads from the LinkedIn B2Believe Live Event - Ep 79

    Show Resources Here were the resources we covered in the episode:
    B2Believe Event
    NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox
    Youtube Channel
    Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover.
    A great no-cost way to support us: Rate/Review!
     
    Show Transcript LinkedIn's B2Believe event happened last week in San Francisco and shared some groundbreaking stuff for LinkedIn Ads. Just in case you missed it, I'm recapping all the highlights 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. For my US listeners, I hope you had an amazing Thanksgiving holiday. I sure did. I ate way too much. I brought my VR headset and watched all the kids play a game called Richie's Plank Experience. I don't know if any of you know this game. But it basically takes you to the top of a building and you can stand out on a plank, and basically feel what it feels like to step off a building. I watched one of my nephews totally like sprint right into a wall. It didn't hurt my VR headset, thank goodness. But definitely one of the best things I've ever gotten to watch. I also got to geek out with my father in law about home automation, and new advances in ham radio communication. So like I mentioned in the teaser, LinkedIn hosted an in person event live in San Francisco. Tt was right on the pier. It was beautiful. It was well organized. And honestly one of the most impressive events I've ever seen Many of the sessions were recorded for being able to watch remotely. So you'll see a link down in the show notes below to go and watch for yourself if you'd like to get caught up. But I especially wanted to highlight some of the best parts, just in case you didn't have time to attend, or even watch the recaps. So also, the day following was a day just for partners called Partner Connect. And there was a bunch more content, but most of it was just for partners under NDA. So I'll share as much as I can, but I won't be able to give you much by way of recap there. But I do want to say a huge thanks to my friends at LinkedIn for the great conversations and the fun times we got to have. A special shout out to Purna Virji, who is a great friend. She's making huge waves at LinkedIn. She used to be a Microsoft Ads evangelist. She is absolutely magic on stage and her session did not disappoint. I love getting to meet and hang out with your team Purna. Thanks so much for letting me hang with you. And also a special shout out to Dan Philippi. Always great getting to catch up with you. Dan was the manager of a team that used to have the most elite ad reps. So when I very first got started advertising on LinkedIn, he and his team who I owe a great deal of gratitude for everything they taught me and showed me all about LinkedIn Ads. Okay, before we get into a recap of the event, there is some huge news out there to share. So the first one, I want to give a hat tip to Alisa Gammon, a great friend of mine. She shared with me that Facebook released their B2B targeting globally. There are five segments that we now get to use. So number one, business decision maker titles and interests. And this is people who are business decision makers based on their job titles that Facebook has, as well as interests. Number two, there's IT decision makers, and this is people who are IT decision makers based on their job titles. Number three is business decision makers. And meta creates this by using a combination of job titles and interests. And it's looking for decision makers in Engineering, IT, Operations, HR, Strategy, or Marketing. And make note this is not necessarily just the C suite or chief, although it does include them. Number four, we have new active businesses with buckets of less than six months old, less than a year old, and less than two years old. And this is based on company pages on Meta being set up in that time period. So if a

    • 25 min
    Frequency Caps on LinkedIn Ads and How to Break Them - Ep 78

    Frequency Caps on LinkedIn Ads and How to Break Them - Ep 78

    Show Resources Here were the resources we covered in the episode:
    Should you bid CPC or CPM?
    Episode on saturation
    NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox
    Youtube Channel
    Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover.
    A great no-cost way to support us: Rate/Review!
     
    Show Transcript Today, you're going to learn way more about frequency caps on LinkedIn Ads than you ever thought you wanted to know. We're talking about frequency 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, there's a lot of confusion around the frequency caps on LinkedIn. If you talk to your LinkedIn rep, they'll tell you, but it's not published anywhere in the LinkedIn Help section, at least that I've found. Plus, many of you advertisers won't have a dedicated rep. So I wanted to create a resource where we could clear up some of the questions about it, and make sure you stick around to the end, because I'm going to be sharing a hack that you can use to break the LinkedIn frequency caps, you won't want to miss that. In the news, make sure you're subscribed to our YouTube channel, because we published this week, a video walkthrough all about whether you should bid by cost per click or cost per impression. And we showed all of the math behind it. So if you're a total math nerd, or really want to understand LinkedIn's auction, you won't want to miss that it's about a 10 minute video. I want to thank those of you who have been leaving reviews on the show. A huge thank you because as you know, reviews are a huge part about what gets the show picked up and shared and featured a shout out to "Mad" Matt N. Who said, "Highly recommended if you're advertising on LinkedIn. AJ drops tons of knowledge in every episode, I was very fortunate to discover his show before I actually started advertising on LinkedIn. He really helped set expectations regarding what to expect from a management standpoint, and saved me countless hours of banging my head against the wall asking questions like, Why doesn't the platform do insert missing feature we take for granted after advertising on Facebook. Because of his show, I was able to set up my tracking properly out of the gate and have a very low stress launch with no surprises." Matt, that makes me extremely happy to hear that you found out about the show before you started advertising and that we were able to help you iron out some of the kinks before they even got introduced to your accounts. So great work on your part. We also had sweet.tvb. And she mentioned, "Great resource for marketers. I've been running LinkedIn Ads for the past three years and this show gives a wealth of in depth information to push performance further. Love the helpful insight presented." Thanks so much sweet. And for everyone else out there, make sure you leave a review. I'd love to shout you out. So let's go ahead and jump into frequency. Let's hit it.
    First, I think we need to understand what frequency actually is. Frequency is basically the number of times that an ad is served to an entity of some kind. It's measured as the total number of impressions divided by the unique people who saw those ads. The unique users or unique visitors, those are called reach as well. So if your ad gets 10 impressions, but it was only served to five unique people, that means the, on average, each member of your audience saw that ad two times. And of course, it's not total science, it's totally possible that one of those five people saw your ad three times, while another one of them only saw it once. It is after all an average. And frequency can be measured by the individual ad, meaning how many times has that audience member seen this one ad, or you can measure at the campaign level, how many times each audience member has been exposed to any of the ads in this campaign. You can view your frequency numbers inside

    • 17 min
    LinkedIn Ads Top Plays & Strategies - Ep 77

    LinkedIn Ads Top Plays & Strategies - Ep 77

    Show Resources Here were the resources we covered in the episode:
    How to Analyze Your LinkedIn Ads in Excel
    How to Evaluate Your LinkedIn Ads AB Tests in Excel
    NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox
    Youtube Channel
    Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover.
    A great no-cost way to support us: Rate/Review!
     
    Show Transcript Get ready for some killer LinkedIn Ads strategies, because we asked the community for their favorite LinkedIn Ads plays, and you delivered 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! We reached out to you, the LinkedIn Ads community, to ask you about your favorite LinkedIn ads plays. We're looking for those strategies that you're using daily to build and optimize for the best performance. In the news, I want to let you know about a couple of YouTube videos that we published. One is a full walkthrough within Excel on how to analyze your individual LinkedIn Ads, how your creative performance is. Another is all about how to evaluate your LinkedIn Ads AB tests within Excel. If you're not already following our YouTube channel, go subscribe there. I put the links down below in the show notes. Because those are something that you can follow along with, right as you're building the reports yourselves, and do better reporting better analysis for your company for your clients. They're directly actionable, and I think you're gonna love them. I've been asking, pleading for you marketers to leave reviews for the show, because I'm sure you know, the reviews are a big part about how people find out about the podcast. I wanted to give a huge thanks to several of you who stepped up and did it recently. I sincerely appreciate it. It makes the effort to design and create these episodes totally worthwhile. It's pretty hard for me to look at someone's Apple podcasts username, and try to figure out who they are. So feel free to reach out to me if I'm calling you out and you want me to let everyone know who you are. Okay, so Marketer Martina, she says, "Concrete actionable insights. I had been responsible for audience strategy and segmentation for years, but only recently started owning LinkedIn as a channel. When our results took a nosedive. I knew I needed to get more in depth insights into best practices than what LinkedIn is training courses offer. I found this podcast and it has been a lifesaver, offering easy to digest information with concrete actionable insights that can be immediately put into action. Thank you, AJ, for sharing all of your knowledge with us." Martina, I really appreciate the kind words that's exactly what we're going for here. We also had Brandon Chesnutt from Identity. He left a review that said, "One of the best resources for b2b marketers. If you're a B2B marketer looking to tap into the power of LinkedIn ads, don't waste any more time and subscribe to the LinkedIn ad show right now. I have a regular rotation of awesome marketing and communication podcasts in my feed. And I'm always excited when a new episode of the LinkedIn Ads Show pops up. AJ does a fantastic job of taking important LinkedIn ad topics from the very broad to the very niche and breaking down digestible and actionable takeaways. I'm regularly sharing links to episodes in our agency Slack channels, and utilizing many of the best practices highlighted with our clients." Thanks so much, Brandon, I really appreciate that. If this show is able to offer you up direct takeaways that you can go and put into action today. That's my goal. Makes me very happy.
    3:05
    So back to LinkedIn Ads plays. Here's the play that I shared to open up the conversation. I said, when launching ads start by manually bidding for clicks, then if your ads proved to consistently generate a click through rate that's two to two and a half times the average then switch to bidding by impressions. The r

    • 16 min
    Have You Heard these LinkedIn Ads Myths? 6 Top Myths Debunked. - Ep 76

    Have You Heard these LinkedIn Ads Myths? 6 Top Myths Debunked. - Ep 76

    Show Resources Here were the resources we covered in the episode:
    New Audiences Menu
    Document Ads
    Media Library
    Certified LinkedIn Marketing Experts program
    Reporting on LinkedIn Ads ROI
    NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox
    Youtube Channel
    Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover.
    A great no-cost way to support us: Rate/Review!
     
    Show Transcript Six LinkedIn Ads myths debunked 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! Over the year, we've heard a lot of myths about LinkedIn Ads. Today, we're going to bust them like Jamie and Adam, if you get the MythBusters reference. First off, we've got some really cool stuff in the news. Matched and saved audiences are now under one page called audiences. And this is gradually being rolled out, so if you don't see it already in your account, you may notice it soon. And I think this is a great change. Anytime that we can get more information on one page, more compactly, I'm usually a fan of it. And it does make sense to have all different kinds of audiences, all in one location. Document ads are also out and in full force. You can attach PDFs, PowerPoints, really any kind of media that has multiple pages, and then you can get them with a lead gen form. So for instance, you can say, for the first three pages of this ebook, I want someone to be able to scroll through it. But then once they reach page four, it displays the lead gen form and they need to fill it out in order to progress. It sounds really cool in theory, and it worked so well, during the initial beta that didn't have lead gen forms, I thought this was going to be an amazing ad format. But we've tested it quite a bit and we haven't yet found better performance than before, just with single image ads and a lead gen form. But I'd love to hear about any of your experience if you're experiencing anything differently. There's also a new feature called Media Library. And it allows you to upload multiple images at a time, and then use all those multiple images, up to five, to create multiple ads at a time. And this is just creating image tests, because all of these ads are going to have the same intro and the same headline, but just with a different image. So pretty cool, if you're testing your images. If it's rolled out to your account, you should be able to access it within campaign manager by clicking inside of a campaign that's either for single image or video ads, and clicking on create ad, then when you click on upload for images, it'll bring up the media library. The certified marketing experts program is live. You've heard me before talk about getting LinkedIn certified. And this is how you do it. There are quite a few different levels, and they take time to graduate through them. So if you haven't already go get started now. The link is in the show notes. We've also noticed that the floor bids are gone in many of the accounts we have access to. The way it used to work is that you would enter a bid that was below the floor. And it used to pop up a message telling you what the minimum bid is for that audience. And it wouldn't let you run unless you put in a number that was greater than that. But now on many of our accounts, I'd say at least half, it pops up a message that says your bid of x may be too low to reach your target audience, increase your bid for better results. Now, initially, I expected that this change was because the LinkedIn Audience Network clicks are significantly cheaper than the floor bid to reach a LinkedIn audience. So if someone bids below the floor, they would just be getting mostly traffic from the LinkedIn Audience Network. But I kind of proved myself wrong on this, because I went to go create a campaign, even with LAN turned off and the same message still appears. I do think this is good because I've always hated that ther

    • 15 min
    LinkedIn Ads Imagery: What kinds of creative perform best? - Ep 75

    LinkedIn Ads Imagery: What kinds of creative perform best? - Ep 75

    Show Resources Here were the resources we covered in the episode:
    Calculating ROI on your LinkedIn Ads
    Post from AJ about square images
    Revenue.io Ads Examples
    Optimizely Ads Examples
    Accenture Ads Examples
    Nancy Harhut - Speaks a lot about marketing psychology
    NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox
    Youtube Channel
    Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover.

    A great no-cost way to support us: Rate/Review!
     
    Show Transcript What imagery performs best on LinkedIn Ads? We're diving deep 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! One of the topics I get the most questions about on LinkedIn Ads is about creative, specifically the imagery. What kind of imagery works? What sizes do you include? What about the subject of the imagery itself? These are all fantastic questions. And again, we're diving deep. You're about to become a master of LinkedIn Ads creative. First in the news, if you're not already subscribed to our YouTube channel, we just released an example analysis from Episode 71 that was all about how to use your CRM for reporting. And it's beefy, it walks you through all the way from the beginning using real data and showing you every step of the way within Excel. So I would highly recommend go check that out and make sure that you can do that sort of reporting in your sleep. Okay, now on to the topic at hand, let's hit it.
    What makes great LinkedIn Ads creative. Let's talk first about the sizes. When LinkedIn sponsored content first came out back in 2013, the size of imagery, it was all horizontal, and it was 1200 pixels wide by 627 pixels tall. And what's funny about that number is because Facebook was always 1200 by 628, so one pixel taller. And this wasn't that bad, because we could always use Facebook imagery interchangeably because that difference of one pixel didn't make any difference really at all. But now LinkedIn has finally standardized on 1200 by 628. So it's the same size as Facebook's horizontal, although I'm guessing not many people are using Facebook's horizontal images anymore. And then fairly recently, LinkedIn started supporting square and vertical imagery. So if you want to use square, which we highly recommend, and I'll explain why here in a moment, you want to use 1200 by 1200 pixel, at least. You may also want to run vertical, and vertical is just the inverse of your horizontal, it's 628 pixels wide by 1200 pixels tall. And one really interesting thing about running vertical creative is it's only eligible to be shown on mobile devices. So if your goal is to be shown only on mobile and not on desktop, run vertical creative, it works. If you want to run carousel imagery, each of those panes in your carousel, you want to make 1080 by 1080. Text ads back in the day, back in like 2008, they used to be 50 pixels by 50 pixels. They ran a little while with 75 by 75. But now they've standardized on 100 by 100 pixels. And then for message ads or conversation ads. And this is optional, but if you want to use that ad space, the banner imagery in the upper right hand corner, which again, I highly recommend you might as well use it. It's 300 pixels wide by 250 tall, which happens to be the same size as the optional background on spotlight ads. These are one of LinkedIn's dynamic ads. Again, this is optional. So on the subject of square imagery, we just recently put a post out on our company page about square imagery. And it was really fun. We used a meme from Malcolm in the Middle, and it's called the future is now old man, I love that meme. Thank you to Eric Jones on our team for pointing that out. And we pointed out how in all of our tests, square imagery tends to perform better than horizontal. Then Paul Fairbrother, who's one of my connections, he commented and said, I ran a test on square versus landscape images for a lead gen camp

    • 19 min
    The LinkedIn Collective, LI's growth in 2022, and Creativity in B2B with Alex Rynne - Ep 74

    The LinkedIn Collective, LI's growth in 2022, and Creativity in B2B with Alex Rynne - Ep 74

    Show Resources Here were the resources we covered in the episode:
    LinkedIn Collective
    Introducing the LinkedIn Collective: A New Community for B2B Marketers
    Growth on LinkedIn isn't slowing down
    Building an iconic brand
    Alex Rynne on LinkedIn
    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 AJ Wilcox 0:00
    The LinkedIn Collective, it's a new community that you need to be part of. Here to introduce it as a friend of mine at LinkedIn, Alex Rynne, on this week's episode of the LinkedIn Ads Show.
    Speaker 4 0:15
    Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox.
    AJ Wilcox 0:24
    Hey there LinkedIn Ads fanatics! I'm excited to share this interview with you. Alex Rynne from LinkedIn came onto the show to talk about what she's working on, and what she's building inside of LinkedIn's marketing solutions. She has been so instrumental for so many years creating content to help us marketers there internally. And we're going to cover this new community that she's working on, the LinkedIn Collective, as well as insights that she has from internal about which B2B brands are doing the best job of creativity, which I get asked about a lot, as well as tons of insights into LinkedIn's platform growth. So without further ado, let's jump into the interview.
    AJ Wilcox 1:00
    I'm so excited to have Alex Rynne here on the show. Alex is a senior Content Marketing Manager at LinkedIn. I think Alex, you and I go way back. We've gotten to hang out a couple times in San Francisco back when that was a thing, hanging out in person. And I've loved watching your progression there in LinkedIn. I don't know what the structure there looks like for evangelist, but I would call you like the LinkedIn Marketing Solutions Evangelist if I got to give you a title. But, welcome so much to the show. Thanks so much for being on and great to have you here.
    Alex Rynne 1:29
    Thank you so much, AJ, appreciate you having me on. And I appreciate the evangelist title. I'm going to put that on my next review.
    AJ Wilcox 1:37
    You definitely should.
    Alex Rynne 1:39
    So yeah, I've been with LinkedIn for eight years now, all on marketing solutions the entire time. So I've been creating content for marketers, who are reading marketers, B2B marketers, of how best to use our products. And we started create, like back in the Jason Miller days when we were creating content around how to market on LinkedIn. And these books had never been created before ebooks. These are the days of like 100 page ebooks. We don't do that anymore, because no one has time to sit down and read any book that long. But anyway, my career path has kind of grown in a way that now I'm creating a lot of thought leadership content. So we're at top of the funnel unless it like the super tactical stuff.
    AJ Wilcox 2:20
    Oh, that's socool. I love that being your role of being your focus. I do remember the old Jason Miller days where it was create one giant pillar of content. And it was great. I loved downloading those reports. But I have to imagine the 1000s of dollars that went into creating each of those reports.
    Alex Rynne 2:34
    Oh, think about the the lowly editor me having to edit through all of those hundreds of pages. That's who you should really be thinking about. Those were really good days, his whole like big rock concept of creating one really large piece of content and picking off little pieces and keeping the drumbeat going, which is still something that we use in part today.
    AJ Wilcox 2:53
    Do you still think there's a lot of value in that strategy, but maybe not the same way that the editor has to go through and edit 70 pages of the content?
    Alex Rynne 3:01
    Yeah, there's definitely still value in that concept today. It's something that we do right now. Because if you put out one piece of content, you kind of naive to think that your entire audience has seen it li

    • 31 min

Customer Reviews

4.9 out of 5
68 Ratings

68 Ratings

sweet.tvb ,

Great resource for marketers

I’ve been running LinkedIn ads for the past 3 years and this show gives a wealth of in-depth information to push performance further. Love the helpful insight presented!

"Mad" Matt N. ,

Highly recommend if you’re advertising on LinkedIn

AJ drops tons of knowledge in every episode. I was very fortunate to discover his show BEFORE I actually started advertising on LinkedIn.

He really helped set expectations regarding what to expect from a management standpoint and saved me countless hours of banging my head against the wall asking questions like, “Why doesn’t the platform do (insert missing feature we take for granted after advertising on Facebook)?”

Because of his show I was able to set up my tracking properly out of the gate and have a very low-stress launch with no surprises.

Brandon Chesnutt at Identity ,

One of the Best Resources for B2B Marketers

If you’re a B2B marketer looking to tap into the power of LinkedIn Ads, don’t waste any more time and subscribe to the LinkedIn Ads Show right now.

I have a regular rotation of awesome marketing and communications podcasts in my feed, and I’m always excited when a new episode of the LinkedIn Ads Show pops up.

AJ does a fantastic job of taking important LinkedIn ad topics—from the very broad to the very niche—and breaking down digestible and actionable takeaways. I’m regularly sharing links to episodes in our agency Slack channels and utilizing many of the best practices highlighted with our clients.

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