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:

1. 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.

2. 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.

3. 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.

4. 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.

5. 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.

6. 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.

7. 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.