Show Resources: Here are the resources we covered in this episode:

• Watch this episode
• Connect with Adam Robinson on LinkedIn
• Get RB2B! It's Free!
• Sam McKenna's case study using LinkedIn Ads w/ RB2B
• Join the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert
• Rate/Review
• Email us with any questions, suggestions, or corrections!

Summary:

In this episode of The LinkedIn Ads Show, host AJ Wilcox sits down with Adam Robinson, founder of RB2B.com, to discuss the hot (and surprisingly free) trend of website visitor identification—what it is, how it works, and how B2B marketers can use it to level up their LinkedIn Ads strategy.

Adam shares how RB2B helps marketers identify individual website visitors—complete with LinkedIn profiles, emails, and more—and how this signal can be used for lead generation, retargeting, and enhanced CRM workflows. Together, AJ and Adam walk through a real case study where just $200 in LinkedIn ad spend drove a 1,478% spike in traffic and real pipeline results.

The episode also takes a valuable detour into organic content and personal branding, offering gold-level insight on how to find your voice on LinkedIn, what makes a "banger" post, and why authenticity trumps polish.

Key Takeaways:

1. Visitor identification is a powerful signal—not a silver bullet Knowing exactly who is on your site gives your sales and marketing teams an edge—but it needs to be used thoughtfully and with context.
2. Use CRM integration to turn raw identity into smart outreach When integrated with tools like HubSpot or Salesforce, visitor identity can trigger customized workflows based on your defined ICP and buyer journey stage.
3. Thought leadership ads can drive high-impact, low-cost traffic Combine high-performing organic posts with paid amplification, and use tools like RB2B to retarget visitors across channels—even without cookies.

Final Thoughts + Call to Action

AJ wraps up by urging listeners to get RB2B's free plan installed on their site immediately, emphasizing how it helps verify targeting, improve retargeting, and amplify the effectiveness of every marketing channel. Adam shares his excitement about expanding RB2B’s integrations and his journey toward building a conscious, bootstrap-powered SaaS brand.

Check out RB2B.com, connect with Adam Robinson on LinkedIn, and don’t forget to join the LinkedIn Ads Fanatics Community for advanced training and support. As always, AJ invites listeners to leave a review, subscribe, and send in their questions or voice messages.

Show Transcript:

For the full show transcript, see the show notes page here: Episode 158

Show Resources:

Here are the resources we covered in the episode:

• Here's the Startup Benchmarks Report from the episode, free
• Connect with Ruby on LinkedIn
• Slides that Ruby referenced
• Follow Kacie Jenkins on LinkedIn
• Follow Betty Mok on LinkedIn
• Join the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert
• Contact us at [email protected] with any questions, suggestions, or corrections!
• Rate/Review: a great, no-cost way to support us

Summary:  The Power of Benchmarks in LinkedIn Advertising & Sales

In this episode of The LinkedIn Ads Show, host AJ Wilcox welcomes Ruby James from LinkedIn to discuss one of the most valuable benchmark reports available for B2B startups—Growth Benchmarks for Scaling B2B Startups. Unlike traditional benchmarks that focus solely on marketing performance, this report integrates both marketing and sales metrics, offering a holistic view of what success looks like for startups.

Key Takeaways:

1. The Evolution of Measurement in B2B Marketing

   • The top-performing startups are measuring marketing success beyond lead generation, focusing on sales metrics like meetings booked, opportunities created, and revenue closed.
   • Sales and marketing are increasingly aligned, with some companies merging them into a single "Revenue Team" to eliminate attribution battles.

2. The Growing Impact of Executive Thought Leadership

   • Startups that integrate executive and industry thought leadership into their content strategy see higher engagement rates and stronger conversion rates through the funnel.
   • Data shows that retargeting audiences who saw thought leadership ads converted 45% more frequently than those who only saw traditional brand ads.
   • Low-lift, high-impact content (such as quick takes from executives) performs better than highly produced videos.

3. The Shift to an ABM (Account-Based Marketing) Strategy

   • Early-stage startups have increased ABM adoption by 30% in just two years.
   • More companies are leveraging LinkedIn’s ABM tools, dynamically integrating CRM data and intent signals from platforms like G2 to refine their targeting.
   • Successful startups focus on pipeline acceleration campaigns, ensuring they engage buying committees throughout the entire sales cycle.

4. Reimagining the B2B Funnel

   • The traditional marketing funnel is outdated, and leading companies are shifting to an “in-market vs. out-of-market” approach (based on LinkedIn’s 95-5 rule).
   • Companies that engage early in the buyer’s journey (before prospects enter the market) are more likely to be on their final shortlist when they’re ready to buy.

5. The "Measurement Gold Rush"

   • Startups are investing in advanced measurement solutions (e.g., HockeyStack, Factors AI, Dreamdata) to track multi-touch attribution and incrementality.
   • The mindset is shifting to accepting that not everything can be perfectly measured and prioritizing longer time horizons for campaign evaluation.

Final Thoughts & Call to Action

• The full benchmark report is available in the show notes, and listeners are encouraged to read along.
• Ruby invites listeners to connect with her on LinkedIn for more insights and upcoming research.
• AJ encourages LinkedIn Ads fanatics to check out the LinkedIn Ads Fanatics community for exclusive content, courses, and coaching.

This episode provides game-changing insights into LinkedIn advertising and B2B marketing strategy, especially for startups looking to scale efficiently while ensuring sales and marketing are aligned.

Want more insights? Join the LinkedIn Ads Fanatics community at fanatics.b2linked.com. 

Show Transcript:

For the full show transcript, see the show notes page here: Episode 157

Show Resources:

Here were the resources we covered in the episode:

Our last deep-dive analysis on holiday traffic from 2022's holidays

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

Contact us at [email protected] with any questions, suggestions, or corrections!

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

Summary: Should You Pause LinkedIn Ads Over the Holidays?

In this episode of The LinkedIn Ads Show, AJ Wilcox dives into LinkedIn’s recommendation to keep ads running during the holiday season, analyzing over $185,000 in ad spend to see if the advice holds up.

Key Findings:

• Engagement rates dropped across all major holidays (Thanksgiving, Christmas, New Year's), indicating lower user activity.
• Click-through rates saw slight improvements but not enough to justify higher costs.
• Cost per lead increased significantly, making conversions more expensive.
• Thought leader ads and video ads performed better, especially in the period between Christmas and New Year's.
• Thanksgiving had the best overall performance, while New Year's saw the highest video engagement.

Takeaways & Recommendations:

• Pause single image ads and conversation ads on holidays—they generally performed worse.
• Resume conversation ads immediately after holidays to capitalize on higher engagement.
• Keep video and thought leader ads running—they showed strong performance.
• Be mindful of bidding strategy—manual CPC bidding helped maintain cost efficiency.

AJ’s final verdict? Unless you're running video or thought leader ads, pausing your LinkedIn campaigns over the holidays is likely the smarter move.

Want more insights? Join the LinkedIn Ads Fanatics community at fanatics.b2linked.com. 

Show Transcript:

For the full show transcript, see the show notes page here: Episode 156

Show Resources:

Here were the resources we covered in the episode:

Ian Nelson on LinkedIn

Block Lists for Right Rail Ads

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

Join LinkedIn Ads Fanatics community for access to all our courses 

Contact us at [email protected] 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 explores the evolution of LinkedIn Ads, the perception challenges it has faced, and how new advancements in measurement tools are changing the game. AJ takes a deep dive into LinkedIn’s Measurement Insights Tool, detailing its features, functionality, and how it can provide better attribution and campaign insights for B2B marketers.

Key Discussion Points:

1. The Evolution of LinkedIn Ads:

   • LinkedIn Ads historically faced criticism for being expensive and underdeveloped compared to competitors.
   • Recent years have seen exponential growth in platform adoption as B2B marketers recognize the unmatched targeting and traffic quality LinkedIn offers.
   • LinkedIn's investment in advanced measurement tools is a game-changer, aiming to prove the platform's value beyond cost.

2. Introducing the Measurement Insights Tool:

   • Overview: LinkedIn is rolling out a new tool called the Measurement Insights Tool, accessible via the “Measurement” tab in Campaign Manager.
   • Stages: The tool organizes data into funnel stages—Awareness, Consideration, Conversion, and Revenue—based on campaign objectives and CRM integration.

3. Features and Insights:

   • Performance Chart: Visualizes campaign performance metrics (e.g., impressions, clicks, cost per click, leads) over time.
   • Company Funnel Analysis: Tracks companies through funnel stages based on engagement and CRM data.
   • Top Performing Audiences: Identifies high-performing audience segments by seniority, job function, location, and company size.
   • Top Performing Ads and Campaigns: Highlights ads and campaigns generating the highest results for specific objectives, though efficiency metrics are not prioritized.

4. Advanced Attribution:

   • LinkedIn analyzes the last 50 touchpoints (impressions and clicks) per member, allocating credit for conversions across funnel stages.
   • The tool relies on LinkedIn-specific attribution models but encourages comparison with external attribution systems.

5. Opportunities and Limitations:

   • While the tool offers valuable high-level insights, it lacks the ability to drill down into specific campaigns or ads for deeper analysis.
   • It’s a strong starting point but requires further refinement to become more actionable for advertisers.

Why You Should Listen:

• Learn how to leverage the new Measurement Insights Tool to improve campaign strategy and attribution.
• Discover how LinkedIn’s advancements in AI-driven reporting are shaping the future of B2B advertising.
• Gain practical tips for integrating LinkedIn Ads data with your overall marketing strategy.

Call to Action:

• Join the LinkedIn Ads Fanatics Community to connect with top advertisers, access courses, and participate in weekly group calls with AJ.
• Share your feedback on the Measurement Insights Tool with LinkedIn reps to help shape its development.

Connect and Contribute:

• Submit questions, feedback, or reviews via LinkedIn or email at [email protected]. Attach a voice recording to be featured on the show!

This episode is great for those who want to understand LinkedIn’s newest measurement tools and how they can help you maximize your LinkedIn Ads investment. 

Show Transcript:

For the full show transcript, see the show notes page here: Episode 155

Show Resources:

Here were the resources we covered in the episode:

Evergreen LinkedIn Ads Account Benefits

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

Join LinkedIn Ads Fanatics community for access to all our courses 

Contact us at [email protected] 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 into strategies for nurturing cold audiences on LinkedIn to prepare them for meaningful engagement and high-conversion offers. If you've struggled with converting cold traffic into sales-ready leads, this episode walks you through how to build a multi-stage funnel using LinkedIn Ads retargeting features.

Key Discussion Points:

1. Why Cold Audiences Need Nurturing:

   • Most cold audiences (95%) aren’t ready to engage with sales reps or bottom-of-funnel offers.
   • Nurturing involves multiple retargeting stages to move prospects down the funnel, warming them up to higher-friction calls to action.

2. Building a Multi-Stage Funnel:

   • Stage 1 (Cold Traffic): Use LinkedIn’s native audience targeting to reach cold audiences who align with your ideal customer profile.
   • Stage 2 (First Retargeting): Retarget website visitors, company page visitors, and ad engagers from Stage 1. Apply targeting "guardrails" like seniority, job function, or industry to refine the audience.
   • Stage 3 (Hot Traffic): Retarget prospects from Stage 2 who have engaged meaningfully. These are primed for bottom-of-funnel offers like demos or sales calls.

3. Best Practices for Funnel Organization:

   • Use a campaign naming convention like S01, S02, S03 to clearly identify funnel stages in your account and ensure they’re sorted alphabetically.
   • Exclude retargeting audiences from the previous stage to avoid overlap and ensure prospects graduate down the funnel.

4. Retargeting Audience Management:

   • Create retargeting audiences based on specific engagements (e.g., video views, document interactions).
   • Combine smaller audiences (e.g., website visitors + company page visitors) to ensure they hit the 300-member minimum for ads to serve.

5. Budget Considerations:

   • A multi-stage funnel works best with a monthly budget of $5,000 or more, though smaller budgets are possible with longer ramp-up times.

6. Testing and Optimization:

   • Run bottom-of-funnel offers in earlier stages as a test to gauge audience readiness.
   • If Stage 3 doesn’t yield high conversion rates, adjust ad messaging to clearly communicate value and reduce friction.

7. Recent LinkedIn Updates:

   • LinkedIn Wire Beta: Advertise as pre-roll videos on high-trust publisher content like Bloomberg and Forbes.
   • Holiday Ad Tips: Lower competition during the holidays results in reduced CPCs and CPLs, making it an opportune time to run campaigns.

8. Pro Tips:

   • Take advantage of seasonal or holiday-themed campaigns for better engagement.
   • Use organic posts from company representatives to complement paid ads, especially during events.

Call to Action: Join the LinkedIn Ads Fanatics community for access to expert insights, courses, and weekly group calls with AJ. Subscribe to the podcast for weekly LinkedIn Ads tips, and leave a review on Apple Podcasts to help other marketers discover the show.

Review and Connect: AJ welcomes listener questions, suggestions, and feedback via LinkedIn or email at [email protected]. Submit a voice recording to be featured in a future episode.

Show Transcript:

For the full show transcript, see the show notes page here: Episode 154

Show Resources:

Here were the resources we covered in the episode:

DJ Sprague on LinkedIn Download your Free Copy of Reputation King Subscribe to DJ's Podcast Shopper Approved

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

Join LinkedIn Ads Fanatics community for access to all our courses 

Contact us at [email protected] with any questions, suggestions, corrections!

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

Show Description:

This episode of The LinkedIn Ads Show is packed with actionable insights on how your company's reputation and social proof directly influence the success of your LinkedIn Ads. AJ Wilcox is joined by special guest DJ Sprague, co-author of Reputation King, to explore how reputation management strategies can supercharge your LinkedIn campaigns.

Key Discussion Points:

• What is Reputation Management? DJ explains how reputation management builds trust and credibility, key factors in driving conversions and long-term customer relationships.

• The Role of Social Proof in Ads Learn how to incorporate trust signals like reviews, ratings, years in business, and client milestones into your LinkedIn Ads to boost engagement and click-through rates.

• Best Practices for Trust Signals on Landing Pages Discover why consistent messaging, social proof, and trust signals on your landing pages are critical for converting LinkedIn Ad traffic.

• How to Build & Display Reviews DJ shares practical tips for collecting reviews, leveraging them in ads, and ensuring they show up prominently in organic and paid search results.

• Strategies for B2B Advertisers Gain insights into how reputation management affects B2B campaigns, including ways to use testimonials, awards, and case studies to establish trust.

• Pro Tips for Requesting Reviews Timing is everything! DJ reveals when and how to ask customers for reviews to maximize response rates and authenticity.

• Actionable Ideas for Smaller Businesses Don’t have years of experience or thousands of reviews? DJ discusses alternative ways to build trust, including leveraging community memberships, case studies, and testimonials.

• The Impact of Reputation on the Entire Marketing Funnel Reputation affects every stage of the buyer's journey, from traffic generation to sales. AJ and DJ explain why ignoring it can cost you conversions you never realized you lost.

• Real-Life Case Study DJ shares how implementing reputation management and Q&A strategies increased one client's web traffic by 8,000% and conversions by 400%.

Show Transcript:

For the full show transcript, see the show notes page here: Episode 153

 

Show Resources:

Here were the resources we covered in the episode:

LinkedIn Ads Sponsored Messaging update for the EU

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

Join LinkedIn Ads Fanatics community for access to all our courses 

Contact us at [email protected] with any questions, suggestions, corrections!

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

Show Notes: Episode Summary:

In this episode, AJ Wilcox dives deep into one of the most frustrating issues for LinkedIn advertisers: campaigns that just won’t deliver or spend as expected. AJ walks listeners through his tried-and-true troubleshooting steps, offering actionable insights to get LinkedIn Ads campaigns back on track.

Key Discussion Points:

• Why Campaigns May Not Deliver: AJ explains potential causes, from inactive campaigns to low bidding issues, that might be limiting ad visibility and spend.

• Detailed Troubleshooting Steps: He provides a step-by-step guide for advertisers to diagnose issues, covering everything from campaign and ad activity to billing checks, small or inactive audiences, and relevancy score.

• Bidding Strategies: Insights into how manual bidding and maximum delivery bidding can impact campaign delivery, plus tips on knowing when to increase bids.

• Glitches and Quick Fixes: AJ discusses how occasional LinkedIn platform glitches can hinder ad delivery and how duplicating campaigns can often resolve these issues.

• Audience Size and Activity: Why small or infrequent audiences on LinkedIn may result in slow ad delivery and how to set realistic expectations.

• LinkedIn Ads Support: When to reach out to LinkedIn support if troubleshooting steps fail, and tips for contacting them effectively.

AJ shares practical solutions to optimize LinkedIn ad delivery, save on costs, and ensure that their campaigns spend efficiently.

Show Transcript:

For the full show transcript, see the show notes page here: Episode 152

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

Join LinkedIn Ads Fanatics community for access to all our courses 

Contact us at [email protected] 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 LinkedIn's product roadmap, detailing new and upcoming features advertisers should get excited about. If you're looking to stay ahead of the curve and leverage the latest tools in LinkedIn Ads, this episode gives you everything you need to know. AJ shares personal insights, community feedback, and predictions for how these features could impact your campaigns.

Key Topics Covered:

• Pro Tip for Lead Generation Ads:

  • Keep ad copy between 100-160 characters to avoid the “See More” link, saving costs on unnecessary clicks that don't trigger lead forms.

• Dynamic Sponsored Content in Alpha:

  • Salesforce is testing dynamic variables (like industry or company name) in sponsored content. Expect more personalization options coming soon.

• Reserved Ads & Primetime Ads (2025):

  • Reserved Ads: Secure the first ad slot in the feed for maximum visibility.
  • Primetime Ads: Achieve 100% audience reach within a 24-hour period—ideal for major campaigns.

• Live Event Ads Rolling Out:

  • Promote live events dynamically before, during, and after the event, with advanced retargeting options based on attendee engagement.

• Connected TV (CTV) in Public Beta:

  • Use LinkedIn targeting to deliver non-skippable video ads on streaming services like Roku, Hulu, and Peacock.

• Buyer Group Targeting (Q2 2025):

  • Automatically target the entire buyer’s committee with roles and titles relevant to a specific prospect.

• Conversion API Now Available:

  • Report conversions with high accuracy without relying on cookies. Partners include HubSpot, Zapier, and Google Tag Manager.

• Dynamic UTM Parameters Launched:

  • Apply dynamic UTM tracking at the campaign or account level to streamline campaign setup and reporting.

• Business Manager Enhancements:

  • Block/Allow Lists can now be applied at the Business Manager level, simplifying brand safety management across multiple accounts.

• Coming Soon: Publisher Reporting & Share of Voice Insights:

  • Get performance breakdowns by publisher for LAN and CTV ads, and measure how much visibility your brand captures compared to competitors.

• Objective-Aware Creative Rotation (Q1 2025):

  • AI-powered ad rotation tailored to campaign objectives for better performance.

• Predictive Companies Beta:

  • Expands on predictive audiences by identifying entire companies showing interest, offering more precise B2B targeting.

If you want to stay ahead with these new LinkedIn Ads features, we've got AJ’s expert breakdowns and actionable tips!

Don't miss this opportunity to prepare for the future of LinkedIn Ads. Get insights into what’s working, how to optimize campaigns with the latest tools, and how to use new features to boost your results. Join the LinkedIn Ads Fanatics community to discuss strategies, learn from experts, and upgrade your advertising game!

Show Transcript:

For the full show transcript, see the show notes page here: Episode 151

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

Join LinkedIn Ads Fanatics community for access to all our courses 

Contact us at [email protected] 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

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

Join LinkedIn Ads Fanatics community for access to all our courses 

Contact us at [email protected] 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