Advertising on LinkedIn offers marketers exciting new opportunities to reach target audiences. New features and updates have recently been made available to enhance campaigns, increase engagement and reach business goals with greater precision and impact. Let’s explore, then, the latest in LinkedIn Ads.
CTV Announcements
Starting in 2024, LinkedIn will allow people to use their data to reach their target audience in a big-picture environment. In fact, it is possible to create campaigns that allow messages to drive the user through the funnel. Marketers can, therefore, retarget using any ad type available on the LinkedIn platform based on who interacts with the video.
Frequency control for CTV campaigns
LinkedIn, in this way, ensures that audiences are spared repetitive ads and grants marketers the ability to control the frequency of their ads. This can be set at the campaign level, limiting the number of impressions each audience receives in a 7-day period. However, ad changes take effect within the next 24 hours and are not immediate
Hybrid brand lift tests for CTV
In this type of test, a user receives an impression and then a survey that measures brand lift, and that is delivered via web or mobile devices, either in the LinkedIn feed or through the LinkedIn Audience Network. The results of CTV’s hybrid test can then be found in a PowerPoint presentation at the end of the test, thanks to LinkedIn’s collaboration with third-party vendors to assist in measurement.
Boosting posts from LinkedIn pages
Boosting posts on a LinkedIn page allows you to extend your reach through an advertising campaign. This strategy is useful and also very simple to use: you have to set a goal, choose a target audience, set a budget and schedule an end date, greatly simplifying the process of creating a sponsored post.
Predictive audiences
Predictive audiences allow you to expand the reach of your campaign by creating audiences that might perform similar actions to those within the user’s data source. LinkedIn achieves such audiences by combining collected data withArtificial Intelligence to automatically generate a new custom audience.
The data source can be a lead generation form, a contact list (which can include company names or names/emails of individuals), a conversion from the Insight Tag, an action on the website, or via the conversions API.
Average dwell time metric
Incredibly intuitive, the new average dwell time metric helps marketers determine which ads are successful and which are not. By measuring the time users spend(dwell) on ads, marketers are able to make better decisions about creative optimization, improving campaigns in a new way.
Before average dwell time, the best estimate for a single campaign was CTR. But just because someone doesn’t click doesn’t mean they aren’t getting the message or aren’t interested in the content.
Optimizing advertising campaigns on LinkedIn
Recent advances in LinkedIn greatly enrich the marketer’s toolbox, offering exciting new ways to improve user targeting, engagement, and measurement. One should not, therefore, let these features and updates go unnoticed-even small adjustments can lead to useful insights and huge results! For this reason, it is recommended to rely on a specialized expert agency such as Spada Media Group, a digital marketing agency that can help clients optimize their social campaigns for the best possible results
