Here were the resources we covered in the episode:

Join the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert

Follow AJ on LinkedIn

B2Linked's YouTube Channel

LinkedIn Learning Course

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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!

For the full show transcript, see the show notes page here: Episode 149

Here were the resources we covered in the episode:

LinkedIn's help article about Website Actions

Join the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert

Follow AJ on LinkedIn

B2Linked's YouTube Channel

LinkedIn Learning Course

Contact us at Podcast@B2Linked.com with any questions, suggestions, corrections!

A great no-cost way to support us: Rate/Review!

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.

For the full show transcript, see the show notes page here: Episode 148

Here were the resources we covered in the episode:

Join the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert

Follow AJ on LinkedIn

B2Linked's YouTube Channel

LinkedIn Learning Course

Contact us at Podcast@B2Linked.com 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 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.

For the full show transcript, see the show notes page here: Episode 147

Here were the resources we covered in the episode:

Follow AJ on LinkedIn

B2Linked's YouTube Channel

LinkedIn Learning Course

Contact us at Podcast@B2Linked.com with any questions, suggestions, corrections!

A great no-cost way to support us: Rate/Review!

1. 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.

2. 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.

3. 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.

4. 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.

5. 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.

6. 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.

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.

For the full show transcript, see the show notes page here: Episode 145