This week’s chat was guest hosted by AJ Wilcox and the topic was “LinkedIn Advertising in 2022”.
Read the full chat recap here.
Listen to the podcast recap here.
(Podcasts are also available on iTunes and Google).
Highlighted Tweets from the Chat
A2: It’s funny, the majority of the stuff that worked 5+ years ago is still working! The first 2 ad formats that LI came out with are still working great (Single Image Sponsored Content & Text Ads). Valuable content still converts better than demo requests and trials. #PPCChat
— AJ Wilcox (@wilcoxaj) May 3, 2022
A2: Sponsored content promoting webinars, ebooks, checklists, etc.
As long as the asset is compelling enough to the audience, we see great results. Using Lead Gen forms can help improve conversion rates, too.#PPCChat
— Riley Duncan (@_RileyDuncan) May 3, 2022
A3: Rising costs are always a concern for marketers, but this is a serious frustration for me now. Average CPCs are climbing rapidly, likely caused by LI making “Maximum Delivery” the default bidding opt. Plus recommended bids that are WAY too high and skew the auction. #PPCChat
— AJ Wilcox (@wilcoxaj) May 3, 2022
A3 cont’d: #linkedinads has always been a premium platform, but CPCs have increased by 50% in the last year in many cases. Yuck! #PPCChat
— AJ Wilcox (@wilcoxaj) May 3, 2022
A3.1: Ad previews are just not…a thing. The type of customer on LinkedIN very much likes to approve their content. Simple ops upgrades would really help. #ppcchat
— It rhymes with eyes. 🇨🇦 🏝️🌲🌴🌊 (@JuliaVyse) May 3, 2022
We asked AJ Wilcox if there are any cool new features here or on the horizon that he could talk about:
New fun features!!! LinkedIn just released retargeting for engagements on Single Image sponsored content, and that is huge for the #linkedinads platform! I’m also really enjoying the insights when you click on a company list in your matched audiences. #PPCChat
— AJ Wilcox (@wilcoxaj) May 3, 2022
The single image retargeting is game changing! Check out podcast episode https://t.co/nniyO8jvgk for a deep dive. Used to be no way to create anything but a leaky funnel, but now they’re bulletproof! #ppcchat
— AJ Wilcox (@wilcoxaj) May 3, 2022
A5: Definitely add single image retargeting to that list of stuff you need to try. It now builds audiences in arrears, so no more setting up retargeting and waiting for a 300-person audience. #HUGE #PPCChat
— AJ Wilcox (@wilcoxaj) May 3, 2022
A6.2: Currently there is a beta for document ads (which perform really well organically, and appear to be high performers as ads too). I’ll be excited when they allow us to attach a lead generation form and gate lead magnets right within the document ad. #PPCChat
— AJ Wilcox (@wilcoxaj) May 3, 2022
A6.3: There’s also an audience insights beta that I think will be really great when it comes out. I go into a lot of depth on this podcast episode: https://t.co/3hDyFXpbuy It allows you to break down all of your matched audiences by a bunch of different traits. #PPCChat
— AJ Wilcox (@wilcoxaj) May 3, 2022
Chatters’ questions for AJ:
Message Ads and Conversation Ads are SOOO hard to make work. CPCs are ridiculous ($25-50 range on average). Takes a VIP offer that feels like a personal invitation to make more efficient than Sponsored Content #PPCChat
— AJ Wilcox (@wilcoxaj) May 3, 2022
VERY good question and one that deserves its own whole topic. Can’t tell you how many times we slayed it for a client but they quit because their sales team didn’t know how to nurture the leads #ppcchat
— AJ Wilcox (@wilcoxaj) May 3, 2022