LinkedIn Ads Features in 2025: What's New in LinkedIn Advertising?

00:04:49
https://www.youtube.com/watch?v=ufibh4so9Aw

摘要

TLDRAJ Wilcox highlights the transformative changes in LinkedIn ads from 2011 to 2025, showcasing the platform's advanced functionalities. Key features include enhanced retargeting options, dynamic event ads, integrated conversions API, connected TV advertising, and AI-powered tools like predictive audiences. Noteworthy metrics such as dwell time and audience penetration provide valuable insights for advertisers. The company tab supports account-based marketing strategies. Wilcox encourages listeners to subscribe for more LinkedIn ads tips and to join his community for deeper insights.

心得

  • 🚀 **LinkedIn Ads Evolution**: Significant improvements since 2011 to 2025.
  • 🎯 **Enhanced Retargeting**: Superior retargeting options without relying on cookies.
  • 📊 **New Reporting Metrics**: Introduction of dwell time and audience penetration.
  • 📺 **Connected TV Ads**: Leverage business targeting for in-home ads.
  • 🤖 **Predictive Audiences**: Find similar users for better engagement.
  • 📅 **Dynamic Event Ads**: Change call-to-action based on event status.
  • 🔗 **Conversions API**: Direct integrations with major CRMs.
  • 🌟 **Company Tab**: Insight into companies engaging with your ads.
  • 🔄 **Dynamic UTM Tracking**: Simplifies URL management for metrics.
  • 🎉 **AI Copywriting**: Assistance in creating ad copy and campaigns.

时间轴

  • 00:00:00 - 00:04:49

    AJ Wilcox, the chief LinkedIn ads fanatic at B2link.com, shares insights on how LinkedIn ads have evolved since 2011. Previously limited to text ads and lacking essential features like conversion tracking, the platform has significantly improved by 2025. Enhanced functionalities now include advanced retargeting features that allow marketers to retarget a wide range of user interactions without relying on cookies, providing a high match rate since users are logged into LinkedIn. Further advancements include the introduction of a conversions API, dynamic call-to-action for event ads, and Connected TV (CTV) advertising with targeted reach during ad breaks on various platforms. Additionally, LinkedIn has incorporated Dynamic UTM parameter tracking, new reporting metrics such as dwell time and audience penetration, as well as a company tab for account-based marketing. The platform has also embraced AI features for ad copy generation and campaign building, notably with predictive audience targeting that outperforms traditional audience strategies. Wilcox encourages listeners to subscribe to his podcast for more LinkedIn ads tips and to join his community for deeper insights.

思维导图

视频问答

  • What are the main improvements in LinkedIn ads since 2011?

    LinkedIn ads have evolved significantly, introducing advanced features such as enhanced retargeting options, conversions API, event ads with dynamic calls to action, and connected TV advertising.

  • How does LinkedIn's retargeting compare to that of other platforms?

    LinkedIn's retargeting features are superior, allowing for diverse audience targeting without reliance on cookies, ensuring a 100% match rate.

  • What is the purpose of predictive audiences in LinkedIn ads?

    Predictive audiences help advertisers find individuals similar to their existing customers, improving engagement and conversion rates.

  • What new metrics are available in LinkedIn ads reporting?

    New metrics include dwell time, measuring ad engagement, and audience penetration, indicating the percentage of your target audience that has seen your ads.

  • How does the company tab feature benefit account-based marketing?

    The company tab enables users to see which companies have engaged with their ads and organic content, helping to create targeted lists for ABM campaigns.

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  • 00:00:00
    hi I'm AJ Wilcox I'm the chief LinkedIn
  • 00:00:02
    ads fanatic here at B2 link.com when I
  • 00:00:05
    first started using LinkedIn ads back in
  • 00:00:07
    2011 it was a very simple platform there
  • 00:00:09
    was only one ad format it was called
  • 00:00:11
    text ads and it lacked the features that
  • 00:00:14
    most of the other AD platforms had at
  • 00:00:15
    the time like conversion tracking now in
  • 00:00:17
    2025 it's a completely different story
  • 00:00:20
    The LinkedIn ads campaign manager has
  • 00:00:22
    fantastic functionality and is mostly
  • 00:00:24
    caught up to the more mature meta and
  • 00:00:26
    Google ads Platforms in lots of ways and
  • 00:00:29
    in some way it's even surpassed them
  • 00:00:31
    with new functionality first you will
  • 00:00:33
    love where LinkedIn has gotten to with
  • 00:00:35
    its retargeting features and it blows
  • 00:00:37
    many of the retargeting features of meta
  • 00:00:39
    and Google out of the water most ad
  • 00:00:41
    platforms have several retargeting
  • 00:00:43
    audiences that we can build from them
  • 00:00:45
    way more options than you'll find
  • 00:00:46
    anywhere else we can retarget anyone who
  • 00:00:48
    has visited the company's company page
  • 00:00:50
    on LinkedIn anyone who's watched at
  • 00:00:52
    least 25% of one of their video ads
  • 00:00:55
    anyone who's opened or filled out a lead
  • 00:00:57
    form anyone who's interacted with a
  • 00:00:58
    conversation ad the list goes on and on
  • 00:01:01
    what's so cool to me about these
  • 00:01:02
    retargeting audiences is that all of
  • 00:01:05
    them except for website visits
  • 00:01:06
    retargeting are not reliant on cookies
  • 00:01:09
    at all the user is logged into LinkedIn
  • 00:01:11
    so LinkedIn knows exactly who they are
  • 00:01:13
    so there's a 100% match rate plus the
  • 00:01:16
    audiences can be built after the fact so
  • 00:01:18
    you aren't losing audience members just
  • 00:01:20
    because you forgot to set up this
  • 00:01:21
    retargeting audience before another
  • 00:01:23
    feature I want to talk to you about is
  • 00:01:25
    LinkedIn has now added a conversions API
  • 00:01:28
    or Cappy feature and tons of crms and
  • 00:01:31
    audience platforms have direct
  • 00:01:33
    Integrations like zapier HubSpot Etc
  • 00:01:36
    event ads are now super beefed up they
  • 00:01:38
    look the same as event ads always have
  • 00:01:41
    before the event but now during the
  • 00:01:43
    event it changes the call to action
  • 00:01:45
    dynamically so now it's telling people
  • 00:01:48
    hey the event is going on right now you
  • 00:01:50
    need to tune in and then after the event
  • 00:01:52
    the call to action changes to watch the
  • 00:01:54
    replay LinkedIn also launched connected
  • 00:01:57
    TV or CTV this lets you use linkedin's
  • 00:02:00
    business targeting which puts every
  • 00:02:02
    other platform to shame to reach those
  • 00:02:04
    specific individuals at home during ad
  • 00:02:07
    breaks on a huge list of OnDemand video
  • 00:02:10
    platforms plus they're non-skippable and
  • 00:02:12
    they play with the sound on which we
  • 00:02:14
    haven't gotten from any other video ad
  • 00:02:16
    type on LinkedIn LinkedIn now also has
  • 00:02:18
    Dynamic UTM parameter tracking so many
  • 00:02:21
    advertisers no longer need to customize
  • 00:02:23
    every one of their destination URLs with
  • 00:02:26
    these tracking parameters you can use
  • 00:02:27
    them to set static parameters like if
  • 00:02:30
    you always use the same parameters for
  • 00:02:32
    UTM source and UTM medium you can set
  • 00:02:34
    that at the account level but they also
  • 00:02:36
    have Dynamic parameters that can be
  • 00:02:38
    filled in for each individual campaign
  • 00:02:41
    like campaign name campaign ID ad ID Etc
  • 00:02:45
    we got some new reporting metrics that
  • 00:02:47
    are exciting like dwell time this
  • 00:02:49
    measures the average amount of time that
  • 00:02:51
    each ad was on the screen of your target
  • 00:02:53
    audience as they were scrolling this
  • 00:02:55
    communicates how engaging your ad is to
  • 00:02:57
    getting people to stop and read a little
  • 00:03:00
    bit we also got audience penetration as
  • 00:03:02
    a metric this shows us dynamically what
  • 00:03:04
    percent of our ideal target audience has
  • 00:03:07
    seen at least one impression of our ads
  • 00:03:09
    this helps you understand what
  • 00:03:10
    percentage of your audience is active on
  • 00:03:12
    the platform and what portion of them
  • 00:03:14
    can you reach with your budget one that
  • 00:03:16
    I'm really excited about is the company
  • 00:03:18
    tab it's really your account-based
  • 00:03:21
    marketing Hub it shows you all the names
  • 00:03:23
    of the companies who have been served
  • 00:03:25
    your ads and how they've engaged with
  • 00:03:27
    them it even takes into account how
  • 00:03:29
    they've interacted with your organic
  • 00:03:30
    content as well my favorite part about
  • 00:03:33
    this is you can create Dynamic lists of
  • 00:03:35
    the most highly engaged companies and
  • 00:03:37
    you can Target them in your ABM
  • 00:03:39
    campaigns of course with Microsoft
  • 00:03:41
    owning LinkedIn and having huge
  • 00:03:43
    investments in AI LinkedIn has adopted
  • 00:03:46
    some AI features it'll do simple things
  • 00:03:48
    like help you come up with ad copy and
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    imagery for your single image campaigns
  • 00:03:53
    heck it'll even build the whole campaign
  • 00:03:55
    for you from a landing page if you trust
  • 00:03:58
    that with a feature called accelerate
  • 00:04:00
    but my absolute favorite AI based
  • 00:04:02
    feature is called predictive audiences
  • 00:04:04
    it's similar to like Facebook's
  • 00:04:06
    lookalike audiences but this is where
  • 00:04:08
    LinkedIn will find individuals who act
  • 00:04:11
    like audiences that you give it so if
  • 00:04:13
    you give it a list of current and past
  • 00:04:15
    customers it's going to go and find
  • 00:04:17
    people that act like them this works
  • 00:04:19
    surprisingly well and I haven't yet
  • 00:04:21
    found a case where predictive audiences
  • 00:04:23
    didn't have a higher engagement rate and
  • 00:04:25
    a higher conversion rate than my seed
  • 00:04:27
    list I've linked to a podcast episode in
  • 00:04:29
    the description that goes into a lot
  • 00:04:31
    more detail about several of these
  • 00:04:33
    features for more awesome LinkedIn ads
  • 00:04:35
    tips tricks and how-tos make sure to
  • 00:04:37
    subscribe to the LinkedIn ads Show
  • 00:04:39
    podcast and if you want to become a
  • 00:04:41
    LinkedIn ads 1center consider joining my
  • 00:04:43
    private community at fanatic. B2
  • 00:04:47
    link.com we'll see you there
标签
  • LinkedIn Ads
  • Retargeting
  • Conversions API
  • Event Ads
  • Connected TV
  • Dynamic UTM
  • Metrics
  • AI Features
  • Predictive Audiences
  • Account-Based Marketing