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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:
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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.
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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.
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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.
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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.
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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.
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