Rob discusses the evolution and effectiveness of LinkedIn ads, sharing insights from his experiences from more than 15 years of ads management. Learn about the importance of lead quality, the pay-to-play nature of EVERY ad network, and the need to nurture leads with consistent and authentic storytelling.

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Takeaways:

• LinkedIn ads have evolved, offering more affordable lead generation options.
• The 'opt-in paradox of lead quality' means that increasing spend can (sometimes) decrease quality
• For consistent leads, LinkedIn is a 'pay to play' environment, not a free public utility
• There will always be newsfeed / sponsored message ads for foreseeable future
• There are unlimited options for targeting and creative
• Clicks will continue to be expensive: the challenge is to make the numbers work for you
• You do have to nurture your leads. Nobody goes to LinkedIn to book a call with you
• Clicks on LinkedIn can be expensive, but LinkedIn will deliver impressions to the right people
• Take tracking seriously. Don’t be scared of ‘conversions API’

Chapters:

00:00: The Evolution of LinkedIn Marketing

07:05: Understanding LinkedIn Ads

14:29: Navigating the LinkedIn Advertising Landscape

18:45: The Importance of Engagement and Nurturing Leads

23:41: Tracking and Measuring Success

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To work with Rob, head to https://storysellinglab.co.uk/. Details about Rob's 'Conversation Kickstart' LinkedIn Ads setup service can be found at https://storysellinglab.co.uk/linkedin-ads/.