Overall, the new LinkedIn campaign management tool is much cleaner and more user-friendly. The ad creation wizard makes it fairly simple to choose which of your posts you’d like to promote and turn into an ad:
The new campaign manager is a definite improvement to the advertiser interface. Let’s have a look at what’s new…
What’s New with LinkedIn’s Revamped Ads Campaign Manager
Now, I could be wrong, but I believe this is the first major refresh to the LinkedIn Ads campaign manager in about five years, if not more. So it’s about time.
No Custom Audiences or Remarketing = Not Awesome Targeting
The recent batch of updates doesn’t address the lack of ad targeting options available to advertisers in the LinkedIn self-service ad platform. Both Twitter and Facebook Ads have the ability to target existing customers and lists. To date, there’s no way to upload a defined audience using emails or phone numbers to the LinkedIn Self-Service ad platform, and then target them with ads tailored for what you already know about those people. And remarketing? It’s epic on Twitter, but on LinkedIn… fuggedaboutit. (Note that LinkedIn offers a separate advertising product for large advertisers called Lead Accelerator, which does support remarketing.)
Price! Man, LinkedIn CPCs are Pricey
It’s important to pick your audiences carefully across all PPC platforms, but especially so on LinkedIn. CPCs here are almost outrageously high, so you have to watch your ROI closely and make sure you aren’t wasting clicks.
With all that said, I am loving LinkedIn as a viable avenue of company-promotion, building thought leadership and promoting content (especially with Pulse). If LinkedIn can focus on making its ads more affordable, effective and granular with targeting and more powerful ad formats, I think they will become an integral tool in the exciting world of paid social promotion.
This article was written by Larry Kim from Business2Community and was legally licensed through the NewsCred publisher network.