New Ad Types for LinkedIn Advertisers
LinkedIn announced that they will allow advertisers to Boost organic posts on their company profile, paying to increase the post’s reach to a set audience.
The platform will also launch Event Ads so brands can promote their virtual LinkedIn events. New event analytics will give brands more insight into who is attending their event and how they are engaging with event posts.
To boost a post, click on the Boost button above the post you’d like to promote. Next, you’ll select an objective for your post (website visits, post awareness, event awareness, post engagement or video views). Then, you’ll select the type of audience for your boosted post (profile-based, interest-based or LinkedIn Audience template). You’ll also need to designate your audience’s profile language and location, select or exclude more targeting criteria, set a daily budget and schedule the post.
Note: Posts can only be boosted once and only events and posts with a single image can be boosted at this time. Posts that include a poll, document, job ad, or Pulse article are ineligible for boosting currently.
The platform is also launching an Event Analytics Tool that provides event organizers with metrics such as attendee/visitor engagement with your Event posts, the total number of attendees, unique event visits, attendees’ top job functions, and viewer count at the peak of a live stream.
Custom Streaming and Mobile Page Analytics. Alongside its latest ad products, LinkedIn also announced two features that improve the platform’s usability: Custom Streaming and Mobile Page Analytics.
Custom Streaming allows users to live-stream with LinkedIn Live via Zoom, WebEx and OBS, with an integration for Microsoft Teams planned to roll out in the coming months.
Mobile Page Analytics brings the data from LinkedIn Page Analytics to the platform’s mobile app, enabling users to see visitor and follower metrics and content insights.
Boosted posts can enable brands to broadcast their message to a larger audience without having to learn or use any new marketing tools, which can be especially useful if you’re just looking to promote a one-time event or product launch.
B2B event marketers are the most likely to benefit from the new Event Ads. This format can be used to promote digital or in-person events and 40% of beta customers saw their cost per registration decrease when using this format compared to Sponsored Content Single Image event campaigns, according to LinkedIn.