LinkedIn Document Ads

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Organic Content Posting through RSS Feed

Great example of an engaging document for LinkedIn

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Show Notes: Episode Summary

In this episode of The LinkedIn Ads Show, host AJ Wilcox dives deep into the world of LinkedIn document ads, exploring why they’ve become one of his top recommended ad formats and sharing expert tips on how to make the most out of them. AJ also covers the latest LinkedIn updates and offers practical advice for getting the best performance at the lowest costs.

Key Discussion Points:

1. Introduction to Document Ads:

   • AJ explains why document ads have become one of his favorite formats, highlighting their ability to generate high engagement and deliver strong results when used effectively.

2. Lessons Learned from Initial Tests:

   • AJ shares his early experience with document ads and why he initially dismissed them due to poor performance. He revisits his approach and explains what he missed, leading to a renewed appreciation for the format.

3. Best Practices for Document Ad Creation:

   • Focus on designing documents with minimal text and high-impact visuals to attract attention on mobile devices.
   • Use bright colors and large fonts to make each slide engaging and encourage viewers to keep scrolling.

4. Objective-Based Performance Analysis:

   • AJ breaks down the three objectives available for document ads—Engagement, Website Visits, and Lead Generation—offering insights into when and how to use each for optimal results.
   • Engagement Objective: High click-through rates but potentially higher costs due to paying for all types of engagement clicks.
   • Website Visits Objective: Best for driving traffic, with lower overall costs and free engagement clicks.
   • Lead Generation Objective: Can be effective for gated content but may incur unexpected costs for interactions like "See More" clicks.

5. Testing and Metrics:

   • AJ shares results from various A/B tests comparing objectives, revealing that website visits often yield the best cost per lead and overall performance.
   • Metrics to track: Cost per 25%, 50%, 75% view, and cost per completion to evaluate document engagement.
   • The importance of exporting data to Excel for more detailed analysis and comparisons.

6. LinkedIn Updates:

   • Content ingestion via RSS feeds for LinkedIn company pages, allowing for faster and easier or