LinkedIn Ads Show

By: AJ Wilcox
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  • Summary

  • 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.
    Copyright 2020
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Episodes
  • LinkedIn Audience Network Lists - Ep 150

    LinkedIn Audience Network Lists - Ep 150
    Oct 4 2024
    Show Resources: Here were the resources we covered in the episode: FouAnalytics provides the best intelligence I've found on spam/bot traffic Dr Fou's LinkedIn where he publishes awesome deep-dives into traffic quality B2Linked LAN Whitelist B2Linked LAN Blacklist 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! 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 150
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    16 mins
  • LinkedIn Ads Audience Penetration - Ep 149

    LinkedIn Ads Audience Penetration - Ep 149
    Sep 27 2024
    Show Resources:

    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!


    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 149
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    14 mins
  • LinkedIn Ads Website Actions - Ep 148

    LinkedIn Ads Website Actions - Ep 148
    Sep 20 2024
    Show Resources:

    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!


    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 148
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    18 mins
Marketing Economics
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Best Podcast For LinkedIn Practitioners

AJ puts a lot of effort in educating hard-to-understand concepts, he asks his guests (Who make impact themselves) the right questions to really push value. I enjoy working through these podcasts and it’s an absolute no-brainer for those who’d like to run better ads on LinkedIn for their clients 🔥

Thanks for your hard work, AJ and team!

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