LinkedIn Ads Show

  Show Resources: Here were the resources we covered in the episode: DJ Sprague on LinkedIn Download your Free Copy of Reputation King Subscribe to DJ's Podcast Shopper Approved 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 Description: This episode of The LinkedIn Ads Show is packed with actionable insights on how your company's reputation and social proof directly influence the success of your LinkedIn Ads. AJ Wilcox is joined by special guest DJ Sprague, co-author of Reputation King, to explore how reputation management strategies can supercharge your LinkedIn campaigns. Key Discussion Points: What is Reputation Management? DJ explains how reputation management builds trust and credibility, key factors in driving conversions and long-term customer relationships. The Role of Social Proof in Ads Learn how to incorporate trust signals like reviews, ratings, years in business, and client milestones into your LinkedIn Ads to boost engagement and click-through rates. Best Practices for Trust Signals on Landing Pages Discover why consistent messaging, social proof, and trust signals on your landing pages are critical for converting LinkedIn Ad traffic. How to Build & Display Reviews DJ shares practical tips for collecting reviews, leveraging them in ads, and ensuring they show up prominently in organic and paid search results. Strategies for B2B Advertisers Gain insights into how reputation management affects B2B campaigns, including ways to use testimonials, awards, and case studies to establish trust. Pro Tips for Requesting Reviews Timing is everything! DJ reveals when and how to ask customers for reviews to maximize response rates and authenticity. Actionable Ideas for Smaller Businesses Don’t have years of experience or thousands of reviews? DJ discusses alternative ways to build trust, including leveraging community memberships, case studies, and testimonials. The Impact of Reputation on the Entire Marketing Funnel Reputation affects every stage of the buyer's journey, from traffic generation to sales. AJ and DJ explain why ignoring it can cost you conversions you never realized you lost. Real-Life Case Study DJ shares how implementing reputation management and Q&A strategies increased one client's web traffic by 8,000% and conversions by 400%. Show Transcript: For the full show transcript, see the show notes page here: Episode 153  

Show Resources: Here were the resources we covered in the episode: LinkedIn Ads Sponsored Messaging update for the EU 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, AJ Wilcox dives deep into one of the most frustrating issues for LinkedIn advertisers: campaigns that just won’t deliver or spend as expected. AJ walks listeners through his tried-and-true troubleshooting steps, offering actionable insights to get LinkedIn Ads campaigns back on track. Key Discussion Points: Why Campaigns May Not Deliver: AJ explains potential causes, from inactive campaigns to low bidding issues, that might be limiting ad visibility and spend. Detailed Troubleshooting Steps: He provides a step-by-step guide for advertisers to diagnose issues, covering everything from campaign and ad activity to billing checks, small or inactive audiences, and relevancy score. Bidding Strategies: Insights into how manual bidding and maximum delivery bidding can impact campaign delivery, plus tips on knowing when to increase bids. Glitches and Quick Fixes: AJ discusses how occasional LinkedIn platform glitches can hinder ad delivery and how duplicating campaigns can often resolve these issues. Audience Size and Activity: Why small or infrequent audiences on LinkedIn may result in slow ad delivery and how to set realistic expectations. LinkedIn Ads Support: When to reach out to LinkedIn support if troubleshooting steps fail, and tips for contacting them effectively. AJ shares practical solutions to optimize LinkedIn ad delivery, save on costs, and ensure that their campaigns spend efficiently. Show Transcript: For the full show transcript, see the show notes page here: Episode 152

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 LinkedIn's product roadmap, detailing new and upcoming features advertisers should get excited about. If you're looking to stay ahead of the curve and leverage the latest tools in LinkedIn Ads, this episode gives you everything you need to know. AJ shares personal insights, community feedback, and predictions for how these features could impact your campaigns. Key Topics Covered: Pro Tip for Lead Generation Ads: Keep ad copy between 100-160 characters to avoid the “See More” link, saving costs on unnecessary clicks that don't trigger lead forms. Dynamic Sponsored Content in Alpha: Salesforce is testing dynamic variables (like industry or company name) in sponsored content. Expect more personalization options coming soon. Reserved Ads & Primetime Ads (2025): Reserved Ads: Secure the first ad slot in the feed for maximum visibility. Primetime Ads: Achieve 100% audience reach within a 24-hour period—ideal for major campaigns. Live Event Ads Rolling Out: Promote live events dynamically before, during, and after the event, with advanced retargeting options based on attendee engagement. Connected TV (CTV) in Public Beta: Use LinkedIn targeting to deliver non-skippable video ads on streaming services like Roku, Hulu, and Peacock. Buyer Group Targeting (Q2 2025): Automatically target the entire buyer’s committee with roles and titles relevant to a specific prospect. Conversion API Now Available: Report conversions with high accuracy without relying on cookies. Partners include HubSpot, Zapier, and Google Tag Manager. Dynamic UTM Parameters Launched: Apply dynamic UTM tracking at the campaign or account level to streamline campaign setup and reporting. Business Manager Enhancements: Block/Allow Lists can now be applied at the Business Manager level, simplifying brand safety management across multiple accounts. Coming Soon: Publisher Reporting & Share of Voice Insights: Get performance breakdowns by publisher for LAN and CTV ads, and measure how much visibility your brand captures compared to competitors. Objective-Aware Creative Rotation (Q1 2025): AI-powered ad rotation tailored to campaign objectives for better performance. Predictive Companies Beta: Expands on predictive audiences by identifying entire companies showing interest, offering more precise B2B targeting. If you want to stay ahead with these new LinkedIn Ads features, we've got AJ’s expert breakdowns and actionable tips! Don't miss this opportunity to prepare for the future of LinkedIn Ads. Get insights into what’s working, how to optimize campaigns with the latest tools, and how to use new features to boost your results. Join the LinkedIn Ads Fanatics community to discuss strategies, learn from experts, and upgrade your advertising game! Show Transcript: For the full show transcript, see the show notes page here: Episode 151

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 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 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 block lists in your LinkedIn Ads Campaign Manager to immediately improve traffic quality. Resources and Tools to Measure Traffic Quality: AJ shares links to FouAnalytics and his curated allow and block lists so you can implement these strategies in your own campaigns. This episode provides in-depth, actionable strategies to turn LinkedIn Audience Network traffic into a valuable resource. Learn how to optimize your campaigns and start seeing the high-quality traffic results you’ve been hoping for! Show Transcript: For the full show transcript, see the show notes page here: Episode 150

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 explores the newly introduced Audience Penetration Metric in LinkedIn Ads. He shares insightful hacks on how to use this metric to better understand campaign reach, calculate audience sizes, and even estimate audience overlap—helping you optimize your LinkedIn Ads strategy and drive greater impact. Key Discussion Points: What is the Audience Penetration Metric? AJ introduces the Audience Penetration metric, explaining how it measures the percentage of your target audience that has been exposed to your ads. This provides a clearer view of how well your ads are reaching the intended audience. Hack #1: Calculating Total Audience Size: Learn how to reverse-engineer LinkedIn’s estimated audience size using the audience penetration metric and reach data. This allows you to get a more precise measurement of your audience size beyond LinkedIn’s rough estimates. Hack #2: Understanding Bid Effects on Audience Reach: Discover how to test the effect of your bid on audience reach by adjusting your bid over time. This helps you determine if increasing your bid results in a proportional increase in audience reach or if it leads to diminishing returns. Hack #3: Measuring Audience Overlap: AJ shares how the Audience Penetration metric can be used to measure overlap between different audiences, giving you a new way to analyze targeting strategies and ensure you're reaching unique audience segments. Use Cases for Audience Penetration: Find out how to leverage this new metric to optimize your budget allocation, improve targeting accuracy, and better understand the engagement of your target audience on LinkedIn. Potential Limitations: AJ highlights some nuances of the Audience Penetration metric, such as differences in calculated and estimated audience sizes, and shares his thoughts on why these discrepancies occur. Additional Updates: Predictive Audiences Expansion: LinkedIn is expanding its predictive audience capabilities to include retargeting lists, conversions, and lead gen form interactions, allowing advertisers to create more sophisticated lookalike audiences. Inbound Conference Recap: AJ gives a brief recap of his experience at the Inbound Conference, sharing key highlights and announcements about the next year’s event location. This episode is packed with practical tips and advanced strategies for using the Audience Penetration metric to its fullest potential. This episode will definitely elevate your LinkedIn Ads campaigns with data-driven insights!   Show Transcript: For the full show transcript, see the show notes page here: Episode 149

  Show Resources: Here were the resources we covered in the episode: LinkedIn's help article about Website Actions 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 week’s episode of the LinkedIn Ads Show, host AJ Wilcox introduces LinkedIn's groundbreaking new feature—Website Actions—which simplifies conversion tracking and retargeting. Unlike Google or Meta, LinkedIn makes setting up conversions incredibly easy without the need for coding. AJ breaks down how this feature works, its benefits for marketers, and some challenges to be aware of. Key Discussion Points: Website Actions Overview: Learn how LinkedIn's new feature helps track conversions by monitoring button clicks and page visits on your website, all without needing any coding skills. Why Website Actions is Groundbreaking: Unlike other platforms where you need developer assistance or complex setups, LinkedIn allows you to track button presses directly within Campaign Manager, making conversion tracking straightforward and marketer-friendly. Setting Up Website Actions for Conversions: AJ walks through the step-by-step process of setting up Website Actions to track conversions and create retargeting audiences, as well as tips for optimizing these features. Limitations and Workarounds: While Website Actions is powerful, AJ also highlights some of the bugs and limitations, such as delayed updates on page changes and reliance on cookies for retargeting. Retargeting with Website Actions: Discover how to create retargeting audiences based on specific button clicks or page visits, and learn why this feature could be a game changer for LinkedIn Ads. Wishlist for Improvements: AJ discusses potential future enhancements that could make Website Actions even more useful, like the ability to manually refresh updates or view pages as LinkedIn sees them. Additional Updates: Axiom Audiences: AJ shares exciting news about LinkedIn making Axiom audiences more accessible, allowing advertisers to use advanced targeting criteria such as household income or property value. Speaking at Inbound Conference: AJ gives a brief update about his recent speaking engagement at the Inbound Conference. Listener Review Spotlight: AJ shares a 5-star review from a listener in Italy who credits the podcast with helping them achieve significant results in LinkedIn Ads. This episode is packed with actionable insights, and is beneficial to any B2B marketer looking to enhance their LinkedIn Ads performance with the latest tools and techniques.   Show Transcript: For the full show transcript, see the show notes page here: Episode 148

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

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 platform for B2B marketers.   Show Transcript: For the full show transcript, see the show notes page here: Episode 146

  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

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

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 the full show transcript, see the show notes page here: Episode 143

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

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

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

Episode Description Show Resources: Here were the resources we covered in the episode: How to get high quality LI Ads traffic at steep discounts Ultimate LinkedIn Ads Starting Checklist Ultimate LinkedIn Ads Advanced Guide 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 Episode Title: What Do You Wish You'd Known When You First Started Advertising on LinkedIn? In this episode of The LinkedIn Ads Show, host AJ Wilcox invites experienced LinkedIn advertisers to share the insights and tips they wish they had known when they first started. The discussion is packed with advanced advice suitable for both newcomers and seasoned professionals in the LinkedIn Ads space. Key Discussion Points: Constant Testing: Dan Bebb emphasizes the importance of continuous testing and evolving campaigns to keep up with the fast-paced digital marketing landscape. LinkedIn's Unique Algorithms: Nicholas Branda highlights how LinkedIn operates like a machine, advising on the careful interpretation of audience targeting and the valuable insights from demographic reports. B2B Sales Cycles: Anthony Blatner discusses the long sales cycles in B2B marketing, stressing the importance of patience and long-term strategy. Creative and Messaging: Mario Maier advises doubling the time spent on creatives and copy, leveraging CRM sync, and focusing on retargeting for better campaign results. Ad Format Experimentation: Ava Yakub underscores the necessity of testing different ad formats and dimensions to find the most effective combinations. Higher CPL Justification: Tanner Stolte explains that higher cost-per-lead (CPL) can be justified by the quality and ROI of LinkedIn leads compared to other platforms. Bidding Strategies: Jacob Juan Carlos Lundy shares insights on proper bidding strategies to avoid overspending. Testing New Ad Formats: Rob Drummond encourages advertisers to test new formats, integrate with organic strategies, and maintain a stoic mindset when offers fail. Avoiding LinkedIn Audience Network: Muhammad Ali Shahzad and Marco Savo discuss the pitfalls of using the LinkedIn Audience Network and automated bidding suggestions. Strategic Planning and Customer Journey: Clare Williams focuses on the importance of strategic planning, behavioral psychology, and understanding the entire customer journey. Time Zone Awareness: Sarah Miller reminds advertisers to consider LinkedIn's UTC operation when planning budgets and campaign schedules. Manual Bidding Control: Jamie Taylor and Mathias Skove Onsby emphasize the value of manual bidding and the importance of frequency in ad exposure. AJ Wilcox’s Reflections: AJ shares his own learnings, such as the importance of data analysis skills in Excel and the value of community learning through shared test results. Call to Action: Listeners are encouraged to join the LinkedIn Ads Fanatics community for rapid learning and access to comprehensive LinkedIn Ads courses. Review and Connect: New listeners are invited to subscribe, and loyal listeners are encouraged to leave reviews on Apple Podcasts. AJ is open to questions and suggestions via email and LinkedIn.           This episode provides deep insights from LinkedIn advertising experts and enhance your campaign strategies with advanced tips and real-world experiences.   Show Transcript: For the full show transcript, see the show notes page here: Episode 139

Show Resources: Here were the resources we covered in the episode: Thought Leader Ads Basics More Efficient Thought Leader Ads Creation 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 tackles the challenge many B2B marketers face: transitioning the success of LinkedIn Thought Leader Ads to Company Ads. Here are the key discussion points: Introduction: AJ highlights the common frustration of high-performing Thought Leader Ads not translating to effective Company Ads and sets the stage for strategies to bridge this gap. LinkedIn Ads Updates: AJ shares recent news from LinkedIn, including proactive credits for incorrect costs in manual bidding campaigns and adjustments for double-counted EU conversions, praising LinkedIn's transparency and trust-building efforts. Listener Shoutouts and Feedback: AJ acknowledges a positive review from Helly Thuy Tien, a paid media specialist from Australia, and answers a detailed question from Caressa Kuk, a lead marketer from the Netherlands, about balancing Thought Leader Ads and Company Ads. Strategies for Improving Company Ads: Mention the Company: Have your thought leader reference the company early in the post. Call to Action: Encourage followers to also follow the company. Branding: Add company logos to images or videos in Thought Leader Ads. Storytelling: Use Thought Leader Ads to tell the company's founding or inspirational stories. Retargeting: Create retargeting audiences from Thought Leader Ad interactions and test their effectiveness against cold audiences. Optimizing Video Ads: AJ advises targeting viewers who watch at least 50% of the video for retargeting, as this indicates genuine interest. Funnel Positioning: Thought Leader Ads are most effective at the top of the funnel but can also be utilized in the middle and bottom stages depending on the strategy. Community Engagement: AJ invites listeners to join the LinkedIn Ads fanatics community for access to courses and group calls, and encourages feedback and questions via LinkedIn or email. This episode provides actionable strategies to enhance your LinkedIn Ads performance and efficiently transfer the success of your Thought Leader Ads to your Company Ads. Show Transcript: For the full show transcript, see the show notes page here: Episode 138

Show Resources: Here were the resources we covered in the episode: Tiny Thumbnail Links on 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 Transcript: For the full show transcript, see the show notes page here: Episode 137

Episode Description Here were the resources we covered in the episode: Lead Gen Form Ads 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 Transcript: For the full show transcript, see the show notes page here: Episode 136

Here were the resources we covered in the episode: New announcement about Pre-roll video on LinkedIn Which objective should you use for LinkedIn Video Ads? 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 Transcript: For the full show transcript, see the show notes page here: Episode 135

Here were the resources we covered in the episode: LinkedIn's Help Documents on Member LocationFrequency Caps Episode Updated Frequency Caps Episode Bidding/Budgeting Revisited Episode Thought Leader Ads Episode The easiest way to launch LinkedIn Thought Leader Ads 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 Transcript: For the full show transcript, see the show notes page here: Episode 134