With over one billion members globally, LinkedIn continues to be the go-to destination for business-to-business professionals to attract and nurture networks, to find work opportunities and to advertise products and services.
However, some recent updates to LinkedIn’s Advertising Platform have brought about notable changes, reshaping the way advertisers might approach their campaigns.
Removal of Lookalike Audiences:
At the end of February 2024, LinkedIn removed the ‘lookalike’ audience option for targeting advertisements.
The option allowed for uploading contact information from your own data source, which LinkedIn would then match against its own user data to find those with a similar profile.
The alternative option recommended by LinkedIn is to consider use of ‘Predictive Audiences’ which are generated using data already on LinkedIn, for example contact information from lead generation forms, and conversions identified using the Insights Tag, plus LinkedIn’s Artificial Intelligence (AI) insights.
Unfortunately, the option of using Predictive Audiences then removes the opportunity to use Audience Expansion – an option that facilitates the display of ads to audiences with similar attributes.
It’s a pivotal change that impacts the all-important stage of identifying the target audiences for your advertising.
Expansion of Thought Leadership Ads:
Thought Leadership Ads, introduced in June 2023, enable businesses to promote organic content posted by employees with their permission. These have been used to extend the reach of posts by CEOs announcing changes to their organization, such as new appointments, alongside sharing valuable content such as reports, papers, and events.
From the end of March 2024, businesses will be able to put advertising budget behind posts for non-employees. Again, permissions will be required from the original author of the content, but this option is a great addition for those working with brand ambassadors and engaging with speakers for industry events.
As explained by LinkedIn:
“Nearly 73% of decision-makers say that an organization’s thought-leadership content is a more trustworthy basis for assessing its capabilities and competencies than its marketing materials and product sheets. And influential and trusted advocates for brands can be employees, customers and/or industry experts. The expansion of our Thought Leader Ads format to enable brands to showcase voices beyond their employees gives them a new way to reach their target audience with relevant information, like customer testimonials.”
Are You Ready to Unlock the Full Potential of LinkedIn Advertising in Light of these Recent Changes?
Join course instructor Luan Wise on the next LinkedIn Advertising Masterclass, taking place live and online on 17th April and 30th April 2024. If you cannot make the live course dates, the recorded classes will be available immediately afterward.
Module 1 of the course will refresh you on the fundamentals of online advertising, helping you set up and optimize a LinkedIn Ads account, and get familiar with the LinkedIn Campaign Manager advertising platform. You will learn how to identify your advertising objectives, define your target audience, and use LinkedIn’s advanced audience targeting options.
Module 2 will teach you about the best LinkedIn ad formats to use, learn creative top tips and best practices, and learn how to build, monitor, and optimize your campaigns for the best results.
Whether you’re a seasoned marketer or just dipping your toes into LinkedIn advertising, this masterclass promises to equip you with the knowledge and tools needed to succeed in today’s dynamic digital landscape.
