Here at Clix, we have several B2B clients, and LinkedIn Ads is a crucial piece of their lead generation strategy. We spend a LOT of time on LinkedIn, and we’ve been fortunate to have several excellent reps who regularly share new insights and developments.
We love being able to keep our clients at the forefront of new information and test options, and we love being able to share them with you, too! There are some important LinkedIn features we’ve recently learned about that we want to make sure you know about too, so let’s dive in.
Device Performance Reporting
This reporting breakout has been a long time coming on LinkedIn. User behavior varies so greatly across devices and not having device performance insight in this platform has been a big hurdle. For instance, we recently asked our reps to provide us with a device performance report for an account (a workaround until we could get this data in-platform) and we saw significantly higher lead form completion rates for our Lead Gen campaigns on Desktop – 62% vs. 23% for Mobile. And yet Mobile got 85% of the spend. Needless to say, Device-level reporting in the UI is a must to help us better strategically plan and optimize our campaigns.
LinkedIn is working on rolling this feature out to all accounts. You can find this data if it’s available to you in the Breakdown section of Campaign Manager:
Unfortunately, for now, it does not include Conversion or Reach & Frequency data but you are able to see Lead data. Our rep checked with the internal team but currently, there is not a timeline for when Conversion or Reach & Frequency data will be available.
If you were to decide to try to focus on Desktop or Mobile audiences based on performance metrics, you can hone in on Device type in campaign settings under Member Traits > Device Preferences:
It’s important to note, however, that these aren’t direct placements, they’re based on audience preference meaning if you choose Desktop users you might still get some Mobile users in the mix and vice versa.
Company Engagement Level Reporting
This is a new-ish feature that allows you to see engagement levels by company from your ABM lists. How fabulous! How does LinkedIn calculate Engagement levels?
Calculated by taking the sum of ad engagement, organic engagement, and website visits, and dividing it by the number of member accounts targeted. The level is determined by comparing it to other companies that serve ads across LinkedIn.
Not only can you see Engagement level by company but you can also segment out the companies according to their level of engagement and create new audiences.
Simply click through the name of one of your lists on the Audiences tab, then filter for the level of engagement:
One of my favorite things about these segments is that you can choose for the audience to be dynamic, meaning LinkedIn will automatically upate the list of companies in your segment based on their engagement levels over the past 90 days!
To create a new audience segment, just filter by the engagement level you want, then choose the companies with the checkbox on the left, click the blue Segment button and from there you can choose if your audience will be Dynamic or Static, name it and create it:
How can you use this feature? The most obvious way is to segment by Low vs High engagement and put these audiences into new campaigns with different offers/content/discounts.
For lower-engagement audiences, there are a few additional strategies to consider:
- Test Conversation ads where you could send the user on a choose their own adventure and get insight into the types of offers/content/CTAs they find appealing. Of course there’s a chance they’ll ignore your message if engagement with your ads is low, but for the ones who do interact, you could gather some really helpful info.
- Test Video ads, if these weren’t in your initial play, to try to raise awareness and increase engagement. Maybe these users just aren’t as familiar with your company/brand and need a better Awareness first step to get interested.
- Adjust your copy to speak to competitor pain points. Yulia Olennikova posted a competitor strategy that her team at N.Rich used where they reviewed negative competitor reviews on G2 and changed their copy to explain how their product was different/better. The result? They got 50% more opportunities QoQ from this campaign.
Personally, I love this new feature and I’m looking forward to seeing how others leverage it in their accounts.