LinkedIn Advertising has become a powerful tool for marketers looking to reach their target audiences. With new features and updates, marketers now have even more opportunities to drive engagement and achieve their business goals. In this article, we will explore seven lesser-known LinkedIn ad settings and tactics that can enhance your results.
1. CTV Ads: LinkedIn now allows marketers to leverage its first-party data to reach their target audience in a large-screen environment. With CTV ads, you can create campaigns that guide users through the marketing funnel and retarget them based on their engagement with the video. LinkedIn has also partnered with NBCUniversal for premium content placements, ensuring brand safety through iSpot and Kantar.
2. Frequency Control for CTV campaigns: LinkedIn understands the annoyance of seeing the same ad repeatedly while binge-watching a TV show. To address this, they have introduced frequency control for CTV campaigns. Marketers can limit the number of impressions each audience receives within a 7-day period, ensuring a better user experience.
3. Hybrid CTV Brand Lift Tests: This new feature is limited to the U.S. and Canada, with English as the audience language. It works by serving users an impression and then delivering a survey to measure brand lift. The results are provided in a PowerPoint deck at the end of the test, allowing marketers to understand the impact of their media on brand metrics.
4. Boosting Posts from LinkedIn Pages: Similar to boosting organic posts on other social media platforms, LinkedIn now allows you to boost your LinkedIn page posts through an advertising campaign. This feature is easy to use and can extend the reach of your content.
5. Predictive Audiences: LinkedIn’s predictive audiences feature allows you to expand your campaign’s reach by creating an audience that might perform similar actions to those within your data source. By combining your data source with LinkedIn’s AI, a new custom audience is automatically generated. This feature has shown promising results, with improved Cost Per Lead (CPL) and Ideal Customer Profile (ICP) fit.
6. Conversions API: LinkedIn has launched a Conversions API, allowing you to connect your online and offline data on the platform. This helps improve full funnel measurement and gives you more signals to determine which campaigns should be powered by which data. Setting up the Conversions API is similar to other platforms, and it offers various benefits for marketers.
7. Average Dwell Time Metric: LinkedIn now provides an average dwell time metric, which measures the time users spend on ads. This metric helps marketers make better creative optimization decisions and gain insights into ad resonance. By understanding how users engage with ads, marketers can enhance their campaigns in new ways.
Overall, LinkedIn’s latest advancements offer exciting opportunities for marketers to enhance targeting, engagement, and measurement. By staying informed about these lesser-known ad settings and tactics, marketers can optimize their LinkedIn ad campaigns and stay ahead of their competitors. Small tweaks can lead to valuable insights and significant results. So, take advantage of these features and start creating powerful and dynamic campaigns on LinkedIn.
