LinkedIn continues to evolve as the platform for B2B marketing. During the LinkedIn event - last Wednesday in Amsterdam - several new ad formats and improved targeting options were presented. In this blog we list the most important developments and show you how you can use them to make your campaigns more effective.
New ad formats for maximum impact
1. Conversational Ads
One of the most notable introductions is Conversational Ads. This format allows advertisers to engage directly with their target audience through a chat-like experience. Users are given choices within the ad, making the interaction much more personal and relevant.
2. Thought Leader Ads
Another important update is the ability to run ads from employees' personal profiles instead of just from company pages. This format capitalizes on the trend of thought leadership and increases audience trust and engagement.
3. Video Document Ads
Video continues to be a powerful medium, and LinkedIn has now launched Video Document Ads. This format combines the visual appeal of video with the informational value of documents, such as white papers or case studies, which are available for immediate download.
Advanced targeting capabilities
First-Party Data and AI Optimization.
LinkedIn is increasingly betting on first-party data and AI to improve targeting. Advertisers can now access deeper insights into user behavior, allowing ads to be targeted more effectively and increase conversions.
Website Retargeting 2.0
Retargeting options have been further expanded, allowing advertisers to more specifically target previous visitors to their website. This helps increase conversions and efficiently deploy ad budgets.
Lookalike Audiences Based on Engagement
In addition to traditional lookalike audiences, LinkedIn is now introducing a targeting option based on engagement. This means you can target ads to people who exhibit similar behaviors to your most engaged followers and customers.
Account-Based Marketing (ABM) and AI trends
Broader targeting thinking in ABM
Many companies still target too specifically in their ABM strategy, while many customers face the same challenges. LinkedIn recommends segmenting more broadly and basing targeting on common pain points rather than just specific job titles or industries.
Dynamic LinkedIn Lists for ABM
A new feature within LinkedIn makes it possible to use dynamic lists for ABM campaigns. This means that companies no longer have to manually update lists, but instead they are automatically updated based on engagement and new insights.
Stronger integration with CRM systems
LinkedIn is further expanding its first-party data and integration with CRMs so companies can optimize their ABM approach and better measure which accounts are interacting with ads and content.
Generative AI in Digital Marketing
AI-assisted ad creation
Generative AI is increasingly being used to optimize ads. LinkedIn is introducing tools that automatically generate ad copy and variants based on previous campaigns and successful copy.
AI for hyperpersonalization
AI-driven insights allow companies to show more personal and relevant ads, tailored to users' intentions and interests. This not only makes campaigns more efficient, but also increases conversion rates.
Automated content creation for Thought Leadership
LinkedIn is working on AI features that will help companies create authentic thought leadership content. AI can make suggestions based on previous posts, trending topics and user interactions.
What do these updates mean for your campaigns?
The introduction of these new ad formats and targeting capabilities offers marketers more flexibility and effectiveness. By making smart use of these updates, you can:
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Provide a more personal and authentic ad experience.
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Leverage thought leadership to build trust.
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Target and convert specific audiences even more effectively.
Wondering how to use these possibilities in your LinkedIn strategy? Contact us and we will gladly help you!
