Introduction
LinkedIn continues to lead in B2B marketing, offering tools that help brands maximize their reach and connect with key audiences. With the latest updates to Campaign Manager, LinkedIn provides features designed to make advertising more efficient and effective. These updates, which include Companies, Data-Driven Attribution, Measurement Insights, and Qualified Leads Optimization, allow businesses to improve their strategies and boost their return on investment (ROI).
This guide will explain how to use these new tools to enhance your LinkedIn advertising campaigns. By the end, you’ll see how these features can transform your marketing efforts.
Why LinkedIn Ads Are a Must for Marketers
LinkedIn is not just a professional networking site; it’s also one of the most effective platforms for B2B advertising. It offers unmatched opportunities to connect with professionals and decision-makers. With these new tools, LinkedIn is helping marketers refine their strategies and achieve better results.
As explained in LinkedIn’s article “New Ways to Get Even More Out of Your LinkedIn Ads”, the platform’s latest features take its advertising capabilities to the next level.
How to Use LinkedIn’s New Ad Features
1. Companies: Gain Better Insights into Engagement
The Companies tool replaces the Company Engagement Report. It offers deeper insights into how businesses interact with your brand on LinkedIn. This includes engagement levels like low, medium, high, and very high.
Why It’s Helpful:
- You can identify which companies are most engaged with your content.
- The tool allows you to filter and analyze paid and organic metrics together.
- You can save these reports as audiences for future campaigns.
Example: If you notice a particular industry engaging more with your campaigns, you can create targeted ads specifically for that audience.
2. Data-Driven Attribution: See the Full Customer Journey
Data-Driven Attribution replaces the outdated last-touch model. It shows how every touchpoint in a customer’s journey contributes to lead generation.
Why It’s Helpful:
- It helps you understand which parts of your strategy are working best.
- You can allocate your budget to the campaigns that deliver the best results.
- It allows you to improve your media strategy using actionable insights.
Example: You might find that video ads are driving initial interest, while carousel ads are converting leads. Knowing this can help you plan your content mix better.
3. Measurement Insights: Simplify Reporting
The new Measurement Insights tab gives you a centralized dashboard to evaluate your campaign performance. It consolidates data across members, companies, campaigns, and ad formats.
Why It’s Helpful:
- It eliminates the need to switch between tabs for different reports.
- It allows you to spot trends and improve your strategy in real time.
- You can easily share performance data with your team and stakeholders.
Example: A marketing manager can use this tool to quickly see if a new ad format is outperforming others, allowing for faster decision-making.
4. Qualified Leads Optimization: Focus on the Best Prospects
This feature integrates with your CRM to target leads that match specific criteria. By using Conversion API (CAPI), you can share data about qualified leads with LinkedIn, which will then find similar prospects.
Why It’s Helpful:
- It ensures your campaigns focus on leads most likely to convert.
- It reduces wasted ad spend on unqualified leads.
- It improves collaboration between your sales and marketing teams.
Example: A software company could share data about its best clients, and LinkedIn’s tool will target similar prospects, improving lead quality.
Tips for Maximizing LinkedIn Ad Success
- Combine Paid and Organic Efforts: Use the Companies tool to understand how organic engagement can support your paid campaigns.
- Analyze the Full Funnel: Leverage Data-Driven Attribution to understand which tactics are driving results at each stage.
- Keep Reports Simple: Regularly use Measurement Insights to track performance and adjust your strategy.
- Focus on Quality: Use Qualified Leads Optimization to prioritize prospects that align with your ideal customer profile.
How Amber 90 Can Help
While these tools are powerful, making the most of them requires expertise. Amber 90 specializes in helping businesses optimize their LinkedIn advertising strategies.
How We Help:
- Custom Campaigns: We design strategies that use LinkedIn’s latest features to target your ideal audience.
- Data-Driven Insights: Our team analyzes campaign data to refine your approach and improve results.
- Engaging Content: We create high-quality ads that capture attention and drive engagement.
- Lead Optimization: We focus on helping you connect with prospects who are ready to convert.
Why LinkedIn Should Be Part of Your Strategy
LinkedIn’s tools make it easier than ever to connect with decision-makers and professionals. By using these features, you can improve your ROI and build stronger relationships with your audience.
Amber 90 has the expertise to help your brand succeed on LinkedIn. Whether you’re new to the platform or looking to refine your approach, we’re here to guide you every step of the way.
Ready to Grow with LinkedIn Ads?
Contact Amber 90 today to learn how we can help you unlock the full potential of LinkedIn advertising.
