LinkedIn Audience Network Lists - Ep 150

Show Resources:

Here were the resources we covered in the episode:

FouAnalytics provides the best intelligence I've found on spam/bot traffic

Dr Fou's LinkedIn where he publishes awesome deep-dives into traffic quality

B2Linked LAN Whitelist

B2Linked LAN Blacklist

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Follow AJ on LinkedIn

B2Linked's YouTube Channel

LinkedIn Learning Course

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Show Notes: Episode Summary:

In this episode of the LinkedIn Ads Show, host AJ Wilcox dives into a topic that many advertisers have been frustrated with: the quality of LinkedIn Audience Network (LAN) traffic. While LAN traffic has a reputation for being poor quality, AJ shares the breakthrough strategies he used to significantly improve traffic quality and get results worth paying for. If you’ve been avoiding LAN due to low-quality clicks and bot traffic, this episode is a must-listen!

Key Discussion Points:

• What is the LinkedIn Audience Network (LAN) and Why Does It Matter?

  • AJ explains the role of LAN in reaching LinkedIn’s high-quality audience beyond the platform itself, and the common issues marketers face with traffic quality from this network.

• Understanding Bot Traffic and Its Impact:

  • Discover the prevalence of bot traffic on LAN and why it can skew your results. AJ shares insights from working with Dr. Augustine Fou, a renowned expert in ad fraud and analytics, and how tools like FooAnalytics can help diagnose and understand traffic quality issues.

• Before and After Case Study:

  • Learn about a real-life case study where AJ implemented a strict allow list on a client’s campaigns and saw significant improvements in traffic quality. Before applying the allow list, 63% of the traffic was identified as bot or problematic. After implementing the allow list, the ratio of good to bad traffic improved to over 100%.

• How to Implement Allow and Block Lists for Better Traffic:

  • AJ details the process of creating and using allow and block lists to improve traffic quality. He provides his own curated lists, which include high-quality publishers like Forbes, The New York Times, and Business Insider, and explains why allow lists are generally more effective than block lists.

• Breaking Down the Results:

  • While traffic costs increased after applying the allow list, the quality of traffic improved significantly. AJ explains why this happened and what it means for optimizing LinkedIn Audience Network campaigns.

• Why Bots Click on LinkedIn Ads and What You Can Do About It:

  • AJ reveals the reasons behind bot clicks, including creative validators and low-quality apps that simulate clicks. Understanding these factors can help you make better decisions about your LAN strategy.

• Step-by-Step Guide to Applying Allow and Block Lists:

  • A detailed walkthrough on how to upload and apply allow or