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

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:

1. 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.

2. 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.

3. 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.

4. 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