LinkedIn Ads Show
The LinkedIn Ads Show is your source for news, how-tos, and insights about the LinkedIn Ads platform. Hosted by LinkedIn Ads expert and partner, AJ Wilcox, you'll get up-to-date, actionable advice, as well as occasional interviews with LinkedIn's product that will make you a LinkedIn advertising rockstar.
info_outline
Highest-Performing LI Lead Magnets
07/03/2025
Highest-Performing LI Lead Magnets
Show Resources on LinkedIn community and get access to our 4 courses to take you from beginner to expert with any questions, suggestions, corrections! Summary Think lead magnets are outdated? Think again. In this episode of The LinkedIn Ads Show, AJ Wilcox is joined by lead magnet expert Ian Nelson to uncover the secret sauce behind the viral comment-to-get lead magnet trend taking over LinkedIn. You'll learn why it's exploding right now, how top creators are building them weekly using AI, and how to turn all that engagement into real sales opportunities. If you want to grow your LinkedIn presence and fill your calendar with qualified leads, this is one episode you can’t afford to miss. Show Transcript For the full show transcript, see the show notes page here:
/episode/index/show/linkedinads/id/37279685
info_outline
LinkedIn's New Event Ads
06/06/2025
LinkedIn's New Event Ads
Show Resources with Gina Kleiner on LinkedIn the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert with any questions, suggestions, or corrections Summary AJ Wilcox interviews Gina Kleiner, the lead PMM of LinkedIn Ads from LinkedIn, to unveil the newly upgraded Live Event Ads format on LinkedIn—a dynamic and powerful tool for B2B marketers. They explore exciting updates offered to combine the storytelling power of video with detailed performance metrics—ideal for B2B campaigns. Show Transcript For the full show transcript, see the show notes page here:
/episode/index/show/linkedinads/id/36898820
info_outline
Is Vertical Video Best?
05/22/2025
Is Vertical Video Best?
Show Resources: Amazing with Chandler Quintin on LinkedIn or the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert Subscribe with any questions, suggestions, or corrections Summary: In this surprising episode of The LinkedIn Ads Show, host AJ Wilcox teams up with guest Chandler Quinton of Video Brothers to bust a long-held belief: that vertical video outperforms other formats on LinkedIn. After analyzing over $140,000 in ad spend across multiple campaigns, they discovered that horizontal (16:9) video significantly outperforms vertical (9:16) and square (1:1) in view rate, completion rate, and cost efficiency—by as much as 2x to 4x. Show Transcript: For the full show transcript, see the show notes page here:
/episode/index/show/linkedinads/id/36683585
info_outline
LinkedIn's Measurement Insights Tool
04/17/2025
LinkedIn's Measurement Insights Tool
Show Resources: Here are the resources we covered in this episode: the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert with any questions, suggestions, or corrections! Summary: In this episode of The LinkedIn Ads Show, host AJ Wilcox unpacks LinkedIn’s newest analytics feature: the Measurement Insights tool. Rolled out starting in late October, the tool aims to help advertisers better evaluate performance across the full funnel—awareness, consideration, conversion, and even revenue—by leveraging CRM data and analyzing up to 50 recent touchpoints per user. AJ explores each section of the tool, shares where it shines, and gives honest commentary on areas where it still falls short—like campaign-level granularity and efficiency-based measurement. Key Takeaways: Funnel Performance is Bucketed by Objective – LinkedIn assigns campaigns to funnel stages based on the objective selected (e.g., brand awareness = top of funnel), which may not reflect actual strategy or intent. Powerful Visual Reporting with Limitations – While the new performance charts allow overlaying up to three metrics, they can’t be drilled down to specific campaigns or ads—only grouped by funnel stages. AI-Driven Company & Member Insights – The tool uses behavioral data to show which companies and job roles are progressing through your funnel, offering high-level targeting intelligence. CRM Integration Unlocks Revenue Attribution – If connected, the tool shows lead progression through to closed-won, giving a more complete picture of business impact. Top Performer Logic = Volume, Not Efficiency – LinkedIn defines “top” as highest volume of key results, not best cost-efficiency, which can mislead performance conclusions. Next Steps: Check if you have access: In Campaign Manager, look for “Measurement” in the left-hand nav. If it replaced “Analyze,” you’ve got it. Explore and experiment: Play with filters, toggle between individual and company views, and test different funnel stages for insights. Connect your CRM: Unlock deeper revenue and sales performance insights. Give feedback to LinkedIn: Share what’s useful and what you’d like improved. The tool is still early in development. Join the LinkedIn Ads Fanatics community: To learn how other advertisers are using the tool and swap strategies, visit Show Transcript: For the full show transcript, see the show notes page here:
/episode/index/show/linkedinads/id/36214520
info_outline
Identify Your LinkedIn Ads Traffic
04/04/2025
Identify Your LinkedIn Ads Traffic
Show Resources: Here are the resources we covered in this episode: this episode Connect with on LinkedIn Get ! It's Free! Sam McKenna's using LinkedIn Ads w/ RB2B the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert with any questions, suggestions, or corrections! Summary: In this episode of The LinkedIn Ads Show, host AJ Wilcox sits down with Adam Robinson, founder of , to discuss the hot (and surprisingly free) trend of website visitor identification—what it is, how it works, and how B2B marketers can use it to level up their LinkedIn Ads strategy. Adam shares how RB2B helps marketers identify individual website visitors—complete with LinkedIn profiles, emails, and more—and how this signal can be used for lead generation, retargeting, and enhanced CRM workflows. Together, AJ and Adam walk through a real case study where just $200 in LinkedIn ad spend drove a 1,478% spike in traffic and real pipeline results. The episode also takes a valuable detour into organic content and personal branding, offering gold-level insight on how to find your voice on LinkedIn, what makes a "banger" post, and why authenticity trumps polish. Key Takeaways: Visitor identification is a powerful signal—not a silver bullet Knowing exactly who is on your site gives your sales and marketing teams an edge—but it needs to be used thoughtfully and with context. Use CRM integration to turn raw identity into smart outreach When integrated with tools like HubSpot or Salesforce, visitor identity can trigger customized workflows based on your defined ICP and buyer journey stage. Thought leadership ads can drive high-impact, low-cost traffic Combine high-performing organic posts with paid amplification, and use tools like RB2B to retarget visitors across channels—even without cookies. Final Thoughts + Call to Action AJ wraps up by urging listeners to get RB2B's free plan installed on their site immediately, emphasizing how it helps verify targeting, improve retargeting, and amplify the effectiveness of every marketing channel. Adam shares his excitement about expanding RB2B’s integrations and his journey toward building a conscious, bootstrap-powered SaaS brand. Check out , connect with Adam Robinson on LinkedIn, and don’t forget to join the for advanced training and support. As always, AJ invites listeners to leave a review, subscribe, and send in their questions or voice messages. Show Transcript: For the full show transcript, see the show notes page here:
/episode/index/show/linkedinads/id/35999215
info_outline
LinkedIn Ads Sales Benchmarks
03/20/2025
LinkedIn Ads Sales Benchmarks
Show Resources: Here are the resources we covered in the episode: Here's the from the episode, free Connect with on LinkedIn that Ruby referenced Follow on LinkedIn Follow on LinkedIn Join the community and get access to our 4 courses to take you from beginner to expert Contact us at with any questions, suggestions, or corrections! a great, no-cost way to support us Summary: The Power of Benchmarks in LinkedIn Advertising & Sales In this episode of The LinkedIn Ads Show, host AJ Wilcox welcomes Ruby James from LinkedIn to discuss one of the most valuable benchmark reports available for B2B startups—Growth Benchmarks for Scaling B2B Startups. Unlike traditional benchmarks that focus solely on marketing performance, this report integrates both marketing and sales metrics, offering a holistic view of what success looks like for startups. Key Takeaways: The Evolution of Measurement in B2B Marketing The top-performing startups are measuring marketing success beyond lead generation, focusing on sales metrics like meetings booked, opportunities created, and revenue closed. Sales and marketing are increasingly aligned, with some companies merging them into a single "Revenue Team" to eliminate attribution battles. The Growing Impact of Executive Thought Leadership Startups that integrate executive and industry thought leadership into their content strategy see higher engagement rates and stronger conversion rates through the funnel. Data shows that retargeting audiences who saw thought leadership ads converted 45% more frequently than those who only saw traditional brand ads. Low-lift, high-impact content (such as quick takes from executives) performs better than highly produced videos. The Shift to an ABM (Account-Based Marketing) Strategy Early-stage startups have increased ABM adoption by 30% in just two years. More companies are leveraging LinkedIn’s ABM tools, dynamically integrating CRM data and intent signals from platforms like G2 to refine their targeting. Successful startups focus on pipeline acceleration campaigns, ensuring they engage buying committees throughout the entire sales cycle. Reimagining the B2B Funnel The traditional marketing funnel is outdated, and leading companies are shifting to an “in-market vs. out-of-market” approach (based on LinkedIn’s 95-5 rule). Companies that engage early in the buyer’s journey (before prospects enter the market) are more likely to be on their final shortlist when they’re ready to buy. The "Measurement Gold Rush" Startups are investing in advanced measurement solutions (e.g., HockeyStack, Factors AI, Dreamdata) to track multi-touch attribution and incrementality. The mindset is shifting to accepting that not everything can be perfectly measured and prioritizing longer time horizons for campaign evaluation. Final Thoughts & Call to Action The full benchmark report is available in the show notes, and listeners are encouraged to read along. Ruby invites listeners to connect with her on LinkedIn for more insights and upcoming research. AJ encourages LinkedIn Ads fanatics to check out the LinkedIn Ads Fanatics community for exclusive content, courses, and coaching. This episode provides game-changing insights into LinkedIn advertising and B2B marketing strategy, especially for startups looking to scale efficiently while ensuring sales and marketing are aligned. Want more insights? Join the LinkedIn Ads Fanatics community at . Show Transcript: For the full show transcript, see the show notes page here:
/episode/index/show/linkedinads/id/35786095
info_outline
LinkedIn Ads Over the Holidays
03/18/2025
LinkedIn Ads Over the Holidays
Show Resources: Here were the resources we covered in the episode: Contact us at with any questions, suggestions, or corrections! A great, no-cost way to support us: Summary: Should You Pause LinkedIn Ads Over the Holidays? In this episode of The LinkedIn Ads Show, AJ Wilcox dives into LinkedIn’s recommendation to keep ads running during the holiday season, analyzing over $185,000 in ad spend to see if the advice holds up. Key Findings: Engagement rates dropped across all major holidays (Thanksgiving, Christmas, New Year's), indicating lower user activity. Click-through rates saw slight improvements but not enough to justify higher costs. Cost per lead increased significantly, making conversions more expensive. Thought leader ads and video ads performed better, especially in the period between Christmas and New Year's. Thanksgiving had the best overall performance, while New Year's saw the highest video engagement. Takeaways & Recommendations: Pause single image ads and conversation ads on holidays—they generally performed worse. Resume conversation ads immediately after holidays to capitalize on higher engagement. Keep video and thought leader ads running—they showed strong performance. Be mindful of bidding strategy—manual CPC bidding helped maintain cost efficiency. AJ’s final verdict? Unless you're running video or thought leader ads, pausing your LinkedIn campaigns over the holidays is likely the smarter move. Want more insights? Join the LinkedIn Ads Fanatics community at . Show Transcript: For the full show transcript, see the show notes page here:
/episode/index/show/linkedinads/id/35735310
info_outline
LinkedIn Ads Lead Magnets
01/06/2025
LinkedIn Ads Lead Magnets
Show Resources: Here were the resources we covered in the episode: for access to all our courses Contact us at with any questions, suggestions, corrections! A great no-cost way to support us: Rate/Review! In this episode of The LinkedIn Ads Show, host AJ Wilcox explores the evolution of LinkedIn Ads, the perception challenges it has faced, and how new advancements in measurement tools are changing the game. AJ takes a deep dive into LinkedIn’s Measurement Insights Tool, detailing its features, functionality, and how it can provide better attribution and campaign insights for B2B marketers. Key Discussion Points: The Evolution of LinkedIn Ads: LinkedIn Ads historically faced criticism for being expensive and underdeveloped compared to competitors. Recent years have seen exponential growth in platform adoption as B2B marketers recognize the unmatched targeting and traffic quality LinkedIn offers. LinkedIn's investment in advanced measurement tools is a game-changer, aiming to prove the platform's value beyond cost. Introducing the Measurement Insights Tool: Overview: LinkedIn is rolling out a new tool called the Measurement Insights Tool, accessible via the “Measurement” tab in Campaign Manager. Stages: The tool organizes data into funnel stages—Awareness, Consideration, Conversion, and Revenue—based on campaign objectives and CRM integration. Features and Insights: Performance Chart: Visualizes campaign performance metrics (e.g., impressions, clicks, cost per click, leads) over time. Company Funnel Analysis: Tracks companies through funnel stages based on engagement and CRM data. Top Performing Audiences: Identifies high-performing audience segments by seniority, job function, location, and company size. Top Performing Ads and Campaigns: Highlights ads and campaigns generating the highest results for specific objectives, though efficiency metrics are not prioritized. Advanced Attribution: LinkedIn analyzes the last 50 touchpoints (impressions and clicks) per member, allocating credit for conversions across funnel stages. The tool relies on LinkedIn-specific attribution models but encourages comparison with external attribution systems. Opportunities and Limitations: While the tool offers valuable high-level insights, it lacks the ability to drill down into specific campaigns or ads for deeper analysis. It’s a strong starting point but requires further refinement to become more actionable for advertisers. Why You Should Listen: Learn how to leverage the new Measurement Insights Tool to improve campaign strategy and attribution. Discover how LinkedIn’s advancements in AI-driven reporting are shaping the future of B2B advertising. Gain practical tips for integrating LinkedIn Ads data with your overall marketing strategy. Call to Action: Join the LinkedIn Ads Fanatics Community to connect with top advertisers, access courses, and participate in weekly group calls with AJ. Share your feedback on the Measurement Insights Tool with LinkedIn reps to help shape its development. Connect and Contribute: Submit questions, feedback, or reviews via LinkedIn or email at . Attach a voice recording to be featured on the show! This episode is great for those who want to understand LinkedIn’s newest measurement tools and how they can help you maximize your LinkedIn Ads investment. Show Transcript: For the full show transcript, see the show notes page here:
/episode/index/show/linkedinads/id/34742480
info_outline
Create a LinkedIn Ads Funnel
12/06/2024
Create a LinkedIn Ads Funnel
Show Resources: Here were the resources we covered in the episode: for access to all our courses Contact us at with any questions, suggestions, corrections! A great no-cost way to support us: Rate/Review! In this episode of The LinkedIn Ads Show, host AJ Wilcox dives into strategies for nurturing cold audiences on LinkedIn to prepare them for meaningful engagement and high-conversion offers. If you've struggled with converting cold traffic into sales-ready leads, this episode walks you through how to build a multi-stage funnel using LinkedIn Ads retargeting features. Key Discussion Points: Why Cold Audiences Need Nurturing: Most cold audiences (95%) aren’t ready to engage with sales reps or bottom-of-funnel offers. Nurturing involves multiple retargeting stages to move prospects down the funnel, warming them up to higher-friction calls to action. Building a Multi-Stage Funnel: Stage 1 (Cold Traffic): Use LinkedIn’s native audience targeting to reach cold audiences who align with your ideal customer profile. Stage 2 (First Retargeting): Retarget website visitors, company page visitors, and ad engagers from Stage 1. Apply targeting "guardrails" like seniority, job function, or industry to refine the audience. Stage 3 (Hot Traffic): Retarget prospects from Stage 2 who have engaged meaningfully. These are primed for bottom-of-funnel offers like demos or sales calls. Best Practices for Funnel Organization: Use a campaign naming convention like S01, S02, S03 to clearly identify funnel stages in your account and ensure they’re sorted alphabetically. Exclude retargeting audiences from the previous stage to avoid overlap and ensure prospects graduate down the funnel. Retargeting Audience Management: Create retargeting audiences based on specific engagements (e.g., video views, document interactions). Combine smaller audiences (e.g., website visitors + company page visitors) to ensure they hit the 300-member minimum for ads to serve. Budget Considerations: A multi-stage funnel works best with a monthly budget of $5,000 or more, though smaller budgets are possible with longer ramp-up times. Testing and Optimization: Run bottom-of-funnel offers in earlier stages as a test to gauge audience readiness. If Stage 3 doesn’t yield high conversion rates, adjust ad messaging to clearly communicate value and reduce friction. Recent LinkedIn Updates: LinkedIn Wire Beta: Advertise as pre-roll videos on high-trust publisher content like Bloomberg and Forbes. Holiday Ad Tips: Lower competition during the holidays results in reduced CPCs and CPLs, making it an opportune time to run campaigns. Pro Tips: Take advantage of seasonal or holiday-themed campaigns for better engagement. Use organic posts from company representatives to complement paid ads, especially during events. Call to Action: Join the LinkedIn Ads Fanatics community for access to expert insights, courses, and weekly group calls with AJ. Subscribe to the podcast for weekly LinkedIn Ads tips, and leave a review on Apple Podcasts to help other marketers discover the show. Review and Connect: AJ welcomes listener questions, suggestions, and feedback via LinkedIn or email at . Submit a voice recording to be featured in a future episode. Show Transcript: For the full show transcript, see the show notes page here:
/episode/index/show/linkedinads/id/34320165
info_outline
How Reputation Affects Your LinkedIn Ads
11/21/2024
How Reputation Affects Your LinkedIn Ads
Show Resources: Here were the resources we covered in the episode: for access to all our courses Contact us at 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/index/show/linkedinads/id/34095516
info_outline
LinkedIn Ads Low Delivery
11/01/2024
LinkedIn Ads Low Delivery
Show Resources: Here were the resources we covered in the episode: for access to all our courses Contact us at 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/index/show/linkedinads/id/33733842
info_outline
LinkedIn Ads 2024-2025 Roadmap
10/17/2024
LinkedIn Ads 2024-2025 Roadmap
Show Resources: Here were the resources we covered in the episode: for access to all our courses Contact us at 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/index/show/linkedinads/id/33507012
info_outline
LinkedIn Audience Network Lists
10/04/2024
LinkedIn Audience Network Lists
Show Resources: Here were the resources we covered in the episode: for access to all our courses Contact us at 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/index/show/linkedinads/id/33332492
info_outline
LinkedIn Ads Audience Penetration
09/27/2024
LinkedIn Ads Audience Penetration
Show Resources: Here were the resources we covered in the episode: for access to all our courses Contact us at 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/index/show/linkedinads/id/33236057
info_outline
LinkedIn Ads Website Actions
09/20/2024
LinkedIn Ads Website Actions
Show Resources: Here were the resources we covered in the episode: for access to all our courses Contact us at 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/index/show/linkedinads/id/33141397
info_outline
LinkedIn Ads Free Brand Lift Studies
09/06/2024
LinkedIn Ads Free Brand Lift Studies
Show Resources: Here were the resources we covered in the episode: for access to all our courses Contact us at 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/index/show/linkedinads/id/32950282
info_outline
What LinkedIn Lacks
08/30/2024
What LinkedIn Lacks
Show Resources: Here were the resources we covered in the episode: for access to all our courses Contact us at 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/index/show/linkedinads/id/32815392
info_outline
LinkedIn Conversation Ads
08/23/2024
LinkedIn Conversation Ads
Show Resources: Here were the resources we covered in the episode: for access to all our courses Contact us at 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/index/show/linkedinads/id/32719582
info_outline
LinkedIn Ads for Event Promotion
08/16/2024
LinkedIn Ads for Event Promotion
Show Resources: Here were the resources we covered in the episode: for access to all our courses Contact us at 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 . 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/index/show/linkedinads/id/32616537
info_outline
LinkedIn Document Ads
08/09/2024
LinkedIn Document Ads
Show Resources: Here were the resources we covered in the episode: for access to all our courses Contact us at 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 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/index/show/linkedinads/id/32520647
info_outline
LinkedIn Ads MMI Score
08/02/2024
LinkedIn Ads MMI Score
Episode Description Show Resources: Here were the resources we covered in the episode: for access to all our courses Contact us at 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 , 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/index/show/linkedinads/id/32416707
info_outline
LinkedIn Ads Predictive Audiences
07/26/2024
LinkedIn Ads Predictive Audiences
Show Resources: Here were the resources we covered in the episode: for access to all our courses Contact us at 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 , 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/index/show/linkedinads/id/32308252
info_outline
LinkedIn Ads Dwell Time: What it is and how to benchmark your traffic - Ep 140
07/19/2024
LinkedIn Ads Dwell Time: What it is and how to benchmark your traffic - Ep 140
Show Resources: Here were the resources we covered in the episode: Contact us at 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 , 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/index/show/linkedinads/id/32218967
info_outline
LinkedIn Ads Beginner Advice
07/11/2024
LinkedIn Ads Beginner Advice
Episode Description Show Resources: Here were the resources we covered in the episode: for access to all our courses Contact us at 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/index/show/linkedinads/id/32100142
info_outline
LinkedIn Thought Leader Ads Strategy
07/05/2024
LinkedIn Thought Leader Ads Strategy
Show Resources: Here were the resources we covered in the episode: for access to all our courses Contact us at 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/index/show/linkedinads/id/32024822
info_outline
LinkedIn Ads Tiny Thumbnails
06/27/2024
LinkedIn Ads Tiny Thumbnails
Show Resources: Here were the resources we covered in the episode: for access to all our courses Contact us at 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/index/show/linkedinads/id/31913647
info_outline
LinkedIn Ads: Attach Forms to Boosts
06/21/2024
LinkedIn Ads: Attach Forms to Boosts
Episode Description Here were the resources we covered in the episode: for access to all our courses Contact us at 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/index/show/linkedinads/id/31842762
info_outline
LinkedIn Ads Ideal $3k Video Setup
06/14/2024
LinkedIn Ads Ideal $3k Video Setup
Here were the resources we covered in the episode: for access to all our courses Contact us at 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/index/show/linkedinads/id/31751707
info_outline
Why LI Ads Costs Are Rising
06/07/2024
Why LI Ads Costs Are Rising
Here were the resources we covered in the episode: for access to all our courses Contact us at 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/index/show/linkedinads/id/31656242
info_outline
LinkedIn Ads Location Targeting
05/31/2024
LinkedIn Ads Location Targeting
Here were the resources we covered in the episode: for access to all our courses Contact us at 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/index/show/linkedinads/id/31555117