LinkedIn Advertising offers exciting new opportunities for marketers to reach their target audience more easily. With new features and updates that help elevate your campaigns, create engagement between brands and customers, and achieve business goals accurately and efficiently.
In this article, we will introduce what LinkedIn is and what LinkedIn Ads is, and what new features LinkedIn has updated or created.
What is LinkedIn?
LinkedIn is a social media platform focused on careers and businesses. It serves as an intermediary between employers and job seekers, connecting both parties and becoming a database used for hiring and job searching. In addition, users in the network can verify the skills of other users within the network to build credibility and increase user appeal.
However, as it has become a community, communication through advertising has emerged, and LinkedIn Ads has come into its own role.
What is LinkedIn Ads?
LinkedIn Ads is an advertising tool that helps promote your brand. It works using a Pay Per Click (PPC) format, which means you only pay when someone clicks on your ad, not when your ad is displayed. A benefit of advertising on LinkedIn is that you can reach business users who are interested in your target group. You can customize targeting, measure results accurately, and set budgets flexibly.
Now that we know what LinkedIn Ads is, we would like to introduce new features that have been updated in 2024 to help you advertise on LinkedIn more easily and effectively.
1. CTV ads
Advertising on connected TVs (CTV) refers to ads displayed on devices such as smart TVs or mobile phones to allow brands to reach target audiences who are viewers of streaming content.
2. Frequency Control for CTV Campaigns
LinkedIn Ads allows you to ensure that your target audience does not see your ads repeatedly by setting a limit on the number of impressions per target audience and allowing marketers to control the frequency of ads.
3. Hybrid CTV Brand Lift Testing
The latest feature, which currently limits targeting to the United States and Canada, involves testing with Brand Lift. Users are shown ads, followed by a survey that measures Brand Lift, which is sent via web or mobile devices, either in the LinkedIn feed or through the LinkedIn Audience Network.
The results of the Hybrid CTV test are presented in PowerPoint format upon completion of the test, as LinkedIn uses external services to assist in measurement. Currently, results cannot be viewed through the “test” section in Campaign Manager.
This is very important for understanding the full impact of media on brand metrics. You can read more about different types of CTV brand lift testing on this page.
4. Boosting Posts from LinkedIn Pages
If you’ve been doing paid social media for a while, you may be familiar with boosting organic posts on Meta. This feature is relatively new to the LinkedIn platform.
Basically, boosting allows LinkedIn page posts to expand reach through advertising campaigns. This useful strategy is also very easy to use by selecting objectives, defining target audiences, setting budgets, and setting end dates. It’s important to note that, according to LinkedIn, boosted posts will have a “lighter campaign experience.” If you want to harness the full power of the platform, you’ll need to create a campaign through Campaign Manager.
5. Predictive Audiences
Predictive audiences help you expand the reach of your campaigns by creating audiences that are likely to take similar actions to your existing audiences. LinkedIn combines your data sources with their AI to automatically create new custom audiences.
6. Conversions API
Conversions API, or CAPI, allows you to connect your online and offline data on LinkedIn so you can see how your campaigns influence actions on your site, completed phone sales, or leads collected elsewhere.
7. Average Dwell Time Metric
This new average dwell time metric provides insightful information, allowing marketers to identify which ads are performing well and which are not. By measuring the time users spend (dwell) with an ad, marketers can make better decisions about creative improvements, elevating campaigns in new ways. You can check whether this metric is available for your LinkedIn campaign, campaign, or ad element groups by setting the column to Engagement if you have access to average dwell time.
Conclusion
The latest updates and features of LinkedIn Advertising offer new opportunities for marketers to reach their target audience more effectively. Whether it’s CTV ads, frequency control, Hybrid CTV brand lift testing, post boosting, Predictive audiences, Conversions API, and Average dwell time metrics, all are tools that help marketers customize and measure campaigns more accurately. Utilizing these features wisely will help you create effective and competitive campaigns in a rapidly changing market.
About Relevant Audience
We are Relevant Audience, a Digital Performance Marketing Agency specializing in SEO and one of the Digital Agency providing comprehensive digital marketing services to support businesses in reaching their target audience at the right time, place, and device.
Our services cover SEO services, Search Marketing, Social Media Ads, Search Ads, to Influencer Marketing, and we are also a SEO Company that is Google Partners. Our team consists of specialists ready to provide consultation and find solutions that meet business needs.
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