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Tag: Video Ads

FV 23: Does Retargeting Work in B2B? Reach or Frequency? | Dale W. Harrison

Posted on by Will Yuste

Dale W. Harrison, an experimental physicist turned marketing expert shares his surprising journey with us. Understanding human behavior is key in marketing, along with getting ahead of the stochastic nature of ad distribution.

Dale values reach over frequency in all his advertising strategies and explains how brand preferences happen in consumers’ minds. 

Will and Dale go on to talk about the relationship between sales and marketing, the distinct roles each plays in business success.

They also discuss customer memory, specifically the Forgetting Curve and how to combat it by balancing out your frequency and reach. 

The main point of this conversation is  the need for marketers to be skeptical, ask questions and confirm their assumptions through testing and measurement.

TAKEAWAYS:

  • Dale Harrison has a diverse background in physics, engineering, and finance before transitioning to marketing.
  • Marketing is fundamentally about changing what people remember and prefer.
  • Data analysis is crucial in marketing, but one must be skeptical of its limitations.
  • The stochastic nature of ad distribution means that outcomes can be unpredictable and random.
  • Effective advertising requires understanding the audience and their behavior.
  • Reach should be prioritized over frequency to maximize brand awareness.
  • Good creative is essential to overcome short attention spans in advertising.
  • Brand preferences are formed through memory associations and recall triggers.
  • Marketers should focus on moving markets rather than individual consumers.
  • Understanding friction in ad distribution can help optimize marketing strategies. Marketing’s role is to focus on markets, not individuals.
  • Forgetting is a binary experience; you either remember or you don’t.
  • Frequency in advertising is necessary to overcome forgetting.
  • Customer panels are essential for measuring brand recall.
  • Self-reported attribution can be biased and misleading.
  • Retargeting can harm brand trust if overused.
  • Effectiveness in marketing should always be compared to alternatives.
  • Brand awareness enhances the effectiveness of demand capture efforts.
  • Incremental revenue from retargeting should be measured carefully.
  • Skepticism and questioning are vital in marketing research.

TIMESTAMPS:

  • ‍00:00 Introduction
  • ‍05:00 The Evolution of Marketing Techniques
  • ‍09:32 Early Digital Marketing Innovations
  • ‍15:22 The Stochastic Nature of Ad Distribution
  • ‍21:37 Understanding Ad Reach and Frequency
  • ‍44:33 Maximizing Reach Over Frequency
  • ‍46:37 The Role of Marketing vs. Sales
  • ‍47:31 Cold Email as Private Ads
  • ‍48:36 The Importance of Brand Recall‍
  • 52:36 The Ebbinghaus Forgetting Curve and Memory in Marketing
  • ‍01:00:12 Customer Panels: A Tool for Measuring Brand Recall
  • ‍01:14:12 The Debate on Retargeting
  • ‍01:18:11 Effectiveness vs. Efficiency in Marketing
  • ‍01:26:50 The Role of Retargeting in Brand Trust and Recall
  • ‍01:30:55 Conclusion and Final Thoughts

Don’t Sleep on AI for Your LinkedIn Ads

Posted on by Will Yuste

Contrary to some beliefs, AI is not just a buzzword anymore, actually, it hasn’t been for a long time. If you’re not using it yet for whatever reason, you’re only making your job harder for yourself. It can be the difference between growing your business fast and effectively or being stuck doing dumb repetitive tasks that take up your time and cost you money in the long run.

Let’s see how you can stop wasting time on manual work and start using AI to your advantage while you’re busy with other, more important work.

It’s Time to Accept It: AI Is Here To Stay

Ai this, AI that, is it going to replace us? Take our jobs away? You should be terrified of it, right? AI tools aren’t going to replace you or run your entire business. But they will give you a massive edge over competitors who are still copying and pasting ad variations by hand. The best part is that you don’t need a fancy machine learning degree to make this stuff work, it’s become pretty easy to use for everyone, The only programming language you need to know for this is English.

Where AI Makes A Difference

Artificial Intelligence is best at taking care of the grunt work in your LinkedIn campaigns. Forget about spending hours writing slightly different ad copies or analyzing mountains of performance data.

Tools like Copy.ai and Jasper can generate dozens of ad variations in minutes. Looking to analyze your ad performance? Claude AI or ChatGPT can crunch your data and spot trends faster than any human analyst.

Your campaign analysis shouldn’t take days anymore. Feed your data into the right AI tool and get insights in minutes. Want to know why some ads are crushing it while others fall flat? AI will spot patterns you might miss after three cups of coffee.

And those endless A/B tests? Let AI generate dozens of smart variations instead of racking your brain trying to come up with “one more way” to say the same thing.

The Real Game-Changers

Video content, specifically “Thought Leader Ads” are ruling LinkedIn, but, everyone knows that editing is a pain. That’s where AI editing tools like Descript or RunwayML come in. You simply upload your raw footage and the AI handles the subtitles, trimming, formatting and anything else you might want done to your video. No more wasting entire afternoons just to get a single video ready to post.

If you want to revamp your older content, tools like MarketMuse or Clearscope can analyze your best performing posts and then help you create fresh new versions that still tick all the boxes. It’s like having a content strategist on speed dial.

And let’s talk about chatbots. Not those annoying “please wait while I connect you” bots from 2017. Modern AI platforms like MobileMonkey and ManyChat can handle real human conversations, answer questions about your products, and even qualify leads while you’re asleep.

Very Common Mistakes While Using Artificial Intelligence

AI isn’t magic. If you feed it garbage, you’ll get garbage back out of it. When prompting it, you need to be very specific and very clear. Think of AI as an incredibly smart but literal intern who needs detailed instructions.

And please, for the love of god, don’t just copy-paste AI-generated content directly into your ads. Use it as a starting point, then add your brand’s voice and expertise. Your audience can smell generic content from a mile away.

Conclusion

Artificial Intelligence tools are transforming how we run LinkedIn ads, whether you like it or not. You can either adapt and use them to belittle your competition or just keep doing things the slow way and watch your competitors zoom past you.

Start small, pick one area where you’re wasting the most time, and let AI handle it. Once you see how much time and energy you save, you’ll wonder how you ever managed without it.

The choice is yours. Just don’t come crying when your manually-created ads get buried by competitors who embraced the future.

The Real Truth About LinkedIn Ad Frequency (From People Who Learned It the Hard Way)

Posted on by Will Yuste

Ever wonder how many times you can show your LinkedIn ad before people start blocking you? After blowing through way too much budget and irritating some C-suite executives along the way, we’ve cracked the code on what works – and more importantly, what doesn’t.

Finding Your Frequency Sweet Spot

Here’s what nobody tells you about LinkedIn ad frequency: it’s like dating. Show up too little and people forget about you. Show up too much and you’re that desperate person who can’t take a hint. Through countless tests (and failures), we’ve discovered that 5-10 impressions over three months hit the perfect balance – enough to be memorable, not enough to be annoying.

But watch out for the snowball effect. What looks like a modest 5 views per month on paper quickly turns into 15 quarterly impressions in reality. And trust us, that difference matters.

The Hidden Truth About Ad Types

Ready for something that blew our minds? Are those basic text ads sitting quietly on LinkedIn’s right side? Users will tolerate seeing them 15-30 times without flinching. We recently ran one that hit 10,000 impressions with crazy high frequency for the cost of a fancy dinner. No joke.

But try that same frequency with video ads or main feed posts and watch your engagement metrics crater faster than a tech stock during a recession. The feed is prime real estate – treat it with respect.

And Message ads? They’re like asking someone out – you get exactly one chance to make it count. Mess it up, and you’re headed straight to the professional equivalent of being ghosted.

The Website Visitor Secret Weapon

Here’s our favourite discovery: people who’ve already visited your website are surprisingly cool with seeing your ads more often. For this group, we crank it up to 15-20 impressions in the first month. Why? Because they already know you – it’s less like cold calling and more like following up with someone who’s already expressed interest.

Why Your Ads Are Boring People to Death

Want to kill your campaign fast? Keep showing the same creative over and over. We watched a promising campaign die because we only had five ad variations running at high frequency. Simple math: 20 impressions over three months means each ad gets seen four times. Even the cleverest ad gets stale after four views.

What Actually Works

After years of running these campaigns, here’s what we know for sure: there’s no universal playbook. What crushes it for a SaaS company might flop for a law firm. The real key? Watch your metrics obsessively and be ready to pivot the second engagement dips.

Start conservative, document everything, and let your specific audience tell you what works. And please, create way more ad variations than you think you’ll need. Your future self will thank you.

Ready to stop wasting your LinkedIn ad budget? Let’s craft a frequency strategy that actually works for your business. Book a call to get our battle-tested insights working for you.

Maximising LinkedIn Ads ROI: The 2025 Playbook for Budget-Conscious Teams

Posted on by Will Yuste

LinkedIn Ads are very powerful tools that help businesses reach important people and grow their business in B2B digital marketing. Many marketing teams don’t want to use LinkedIn Ads because they think it’s too expensive but from our experience of running many B2B campaigns we want to show you that this is not true and share ways to get good results even with small budgets!

Breaking the “LinkedIn is Expensive” Myth

We have shown many times that you don’t need big marketing budgets to do well with LinkedIn advertising. Our team gets very good results with just $500-1000 per month. The important thing is not how much money you spend but how well you target and improve your ads.

The Foundation: LinkedIn Insight Tag Implementation

The most important thing is to put the LinkedIn Insight Tag correctly. This tracking code goes before the </body> tag on your website and helps you do many things like:

  • Track visitors from different places
  • Make better groups of people to show ads to
  • See how many people convert
  • Know which ads work best
  • Show ads again to people who visited before

Building High-Performance Audience Segments

We found that making good groups of people to show ads to is very important. These 4 groups work very well:

1. People who visit your LinkedIn Company Page

2. People who visit your website

3. People who watch your videos

4. People from your contact list

Strategic Budget Allocation: The 70/30 Framework

We use this simple way to spend money:

  • 70% for showing ads to people who know about you
  • 30% for finding new people

Ad Format Strategy: Choosing the Right Tools for Each Stage

We use different types of ads:

  • Simple image ads
  • Content that shows you know what you’re talking about
  • Text ads that don’t cost much

Implementation Best Practices

  • Start small and test things
  • Check how ads are doing every day
  • Make changes based on what works
  • Slowly spend more money on good ads

Looking Ahead: 2025 Trends and Opportunities

In 2025 we see these important things:

  • More video content
  • Ads that work well on phones
  • Workers helping share company content
  • Better ways to find the right people using AI

The Bottom Line

You don’t need lots of money to do well with LinkedIn Ads! If you use the right strategy focus on people who already know you and use the right kinds of ads you can get very good results even with a small budget.

Do you want to know how to use these ideas for your business? Book a call with us and find out!

New Rules of LinkedIn Lead Gen Marketing for 2025

Posted on by Will Yuste

If there’s one thing I’ve learned from working with hundreds of B2B companies, it’s that most of them are playing LinkedIn lead generation completely wrong. While everyone’s busy copying yesterday’s playbook, the platform has evolved into something entirely different. What worked for lead gen marketing in 2023 won’t just be ineffective in 2025 – it’ll actively harm your results.

I’ve watched countless marketing teams burn through their budgets using outdated B2B lead gen tactics, and honestly? It’s painful to watch. Here’s the good news though: while your competitors are stuck in the past, you’re about to learn the new rules that will dominate LinkedIn lead generation in 2025.

Rule #1: Smart Targeting Over Blind Cold Outreach

Gone are the days when you could spam your way to success in B2B lead gen. LinkedIn’s algorithm has evolved, and so have decision-makers’ expectations. Focus your lead generation efforts on warm prospects who’ve already shown interest in your content or brand.

Smart B2B marketers are ditching mass connection requests (LinkedIn killed that anyway with their 100-per-week limit) and instead using targeted lead gen marketing campaigns that speak to prospects who’ve already engaged with their brand. It’s like showing up to a party where people already know your name – way more effective than cold-calling the entire neighborhood.

Rule #2: Leave Generic Ad Creatives in 2024

Here’s a hard truth about LinkedIn lead gen marketing: generic ads are burning your budget. Your lead generation ads need to be hyper-personalized and retargeting-focused.

Think about it – you’re spending premium dollars on LinkedIn ads trying to convert complete strangers into leads. These cold audiences don’t know your brand, don’t trust your company, and certainly aren’t ready to hand over their contact information just because you asked nicely in a lead gen form.

The result of this is sky-high cost per lead, rock-bottom conversion rates, and a sales team that’s sick of chasing leads who’ve never heard of you before that random form fill.

Get your brand message in front of your target audience, track who’s showing interest in the content you put out and then target those who engaged with more personalized lead gen offers.

Rule #3: Thought Leadership is the New Standard

The biggest shift in B2B lead gen for 2025 is that  Thought Leader Ads are no longer optional – they’re mandatory. LinkedIn has handed us a golden ticket by letting us amplify personal content with ad spend, and if you’re not using it, you’re leaving money on the table.

But keep in mind: your content can’t be the same old corporate fluff. The strategy for lead gen marketing is having authentic, possibly controversial takes that actually make people stop scrolling. Remember, in 2025’s LinkedIn landscape, being forgettable is worse than being wrong.

Rule #4: Focus on the Right Performance Metrics

Your LinkedIn metrics dashboard might look impressive with thousands of leads, but most of those leads probably aren’t worth the pixels they’re displayed on. In 2025, your lead gen success is measured by impact, rather than volume.

Real engagement with decision-makers, leads that convert to actual revenue, and content that starts conversations in your market are your new go-to metrics. Stop counting likes and start counting wins. One qualified lead who becomes a high-value client beats a hundred tire-kickers who downloaded your whitepaper and vanished into thin air.

Rule #5: Integration is Non-Negotiable

Here’s the final rule that will make or break your LinkedIn lead gen marketing in 2025: isolated campaigns are dead. Your lead generation strategy needs to seamlessly integrate with your:

  • Content marketing
  • Account-based marketing
  • Marketing automation
  • Sales enablement

Each piece should feed into the others, creating a B2B lead gen engine that practically runs itself.

The Bottom Line for 2025

The new rules of LinkedIn lead gen marketing aren’t too complicated. Focus on your warm audiences, start using Thought Leader Ads,  integrate your campaigns and prioritize quality over quantity. Don’t chase pointless metrics and start building a lead generation machine that gets you more revenue.

Start implementing these rules now. While your competitors are still playing by the 2023 rulebook, you’ll be building the kind of lead gen marketing system that turns LinkedIn from a money pit into a money print.

How We’re Winning with B2B Video Marketing In 2025

Posted on by Will Yuste

Video marketing has changed how businesses connect with their clients in the B2B world. In the current scenario, video marketing is not just another trend but it has become a very important part of business communication that helps to reach more clients. Static presentations and lengthy emails are out; dynamic, engaging video content is in. And we’re here to show you exactly how we’re making it work.

The Game Has Changed (And We’re Here For It)

Remember when B2B marketing meant endless PDF brochures and text-heavy white papers? We do too, and let’s be honest – we don’t miss those days. Now, we’re seeing something incredible: our B2B clients are consuming video content like never before. They’re watching product demos during their morning coffee or diving into thought leadership videos during lunch breaks.

Let’s Talk About What Actually Works

We’ve tested countless video formats, and here’s what we’ve learned works best in the B2B space:

Product Demos That Excite

Gone are the days of boring walkthroughs. We’re creating demos that tell a story. When we showcase a product, we’re not just listing features – we’re walking through real scenarios that our clients face every day. We’ve found that when we frame our demos this way, engagement skyrockets.

Customer Stories That Feel Real

Here’s a secret we’ve learned: nothing sells quite like authenticity. When we put our actual clients in front of the camera and let them tell their unscripted stories, magic happens. We’ve seen prospects who were on the fence become enthusiastic customers after watching these testimonials.

Thought Leadership That Provides Real Value

We’re not just creating content for content’s sake. When we produce thought leadership videos, we’re sharing insights that our audience can’t find anywhere else. We’re diving deep into industry challenges, sharing our predictions, and sometimes even stirring up a bit of healthy debate.

What We’ve Learned About Getting It Right

Quality Matters More Than We Think

Quality is very important in video production and poorly made corporate videos don’t work anymore. – we’ve all seen those badly lit, echoey corpo videos. Professional production needs investment but it gives good results and credibility. Different platforms need different approaches like LinkedIn needs professional content YouTube needs educational content and website videos show solutions. Every video should have a clear next step like booking a demo or downloading a guide which makes the viewer experience better!

How We’re Measuring Success

Let’s talk numbers. We’re constantly tracking:

  • How long people are watching our videos
  • Where they’re dropping off
  • How many leads each video generates
  • The impact on our sales pipeline
  • Our overall return on investment

What’s Next on Our Radar

We’re incredibly excited about where B2B video marketing is heading. We’re already experimenting with interactive elements and personalized video content. And don’t even get us started on what AI is bringing to the table – we’re seeing some game-changing possibilities there.

Conclusion

B2B video marketing has changed how companies communicate with clients and it keeps getting better. As companies try new things they find more ways to make videos engaging effective and valuable for the audience. The future of B2B video marketing looks very exciting and companies should join this journey to connect better with their clients!

Stop Wasting Time: The Only B2B LinkedIn Strategy You Need in 2025

Posted on by Will Yuste

Still throwing money at Facebook ads or chasing Instagram likes while your B2B sales flatline? Wake up. The real money in B2B isn’t in those endless social feeds, it’s on LinkedIn, and if you’re not there with a good strategy, you’re leaving piles of cash on the table.

I know what you’re thinking: “LinkedIn is just another social platform.” Wrong. Dead wrong. While other platforms are drowning in dance challenges and food videos, LinkedIn is where serious business decisions get made. And the best part is, most companies are completely botching their LinkedIn presence, which means there’s a golden opportunity for you to step in.

Why LinkedIn?

LinkedIn isn’t just another social media platform where people scroll mindlessly through cat videos. It’s where decision-makers go when they’re ready to solve problems and spend money. If you do it right, that money could be going into your pocket!

Think about it – when was the last time someone made a six-figure B2B purchase because of a Facebook post? LinkedIn is where the real business happens, and right now, it’s like finding a gold mine that everyone walks past every day.

Content That Actually Makes Money

Forget about posting motivational quotes or sharing generic company updates. That stuff is dead on arrival. If you want to generate serious demand, you need two types of content that move the needle:

  • Expert Content: Share the deep, nitty-gritty details of your industry that nobody else is talking about. Show people how you do what you do. The more specific and tactical you get, the more you’ll stand out.
  • Personal War Stories: Talk about the fires you’ve put out, the mistakes you’ve made, and the lessons you’ve learned. Nothing builds trust faster than showing people you’ve been in their shoes and found a way out.

Video Is King, But Only If You Do It Right

I know, getting in front of a camera feels about as comfortable as a root canal. But the truth is, video content on LinkedIn is absolutely crushing it right now, and the barrier to entry is lower than you might think.

Here’s what you actually need:

  • A decent webcam (stop using your laptop’s built-in camera)
  • Basic lighting (even a $30 ring light works)
  • A microphone that doesn’t make you sound like you’re underwater
  • Something valuable to say (this is where most people fail)

The Strategy That Works

Start with one weekly video where you break down a specific problem your target audience faces. Don’t try to sell anything – just solve problems. Break that video into 3-4 shorter clips, each focusing on a key point.

Then, take those clips and turn them into:

  • Native LinkedIn posts with key takeaways
  • Short-form articles expanding on specific points
  • Discussion starters in relevant LinkedIn groups

The magic happens when you start seeing which topics get the most engagement. Double down on those themes, and suddenly you’ve got a content engine that generates leads while you sleep.

In Conclusion

Stop overthinking it. LinkedIn B2B demand generation isn’t rocket science – it’s about showing up consistently with relevant info that your audience can’t find anywhere else. Start with video, focus on solving real problems, and watch your pipeline fill up with qualified leads who already trust you.

Remember: While your competitors are busy trying to figure out the latest social media trend, you’ll be building a B2B demand generation machine that actually works. Now get out there and make it happen.

Customer Interviews: What Are They and How Can They

Posted on by Will Yuste

If you want to understand your customers and lead an effective marketing strategy, you need to conduct customer interviews. These types of interviews offer a great opportunity for businesses to go deep into their audience’s needs and pain points offering them to create marketing strategies that truly resonate. 

Let’s investigate why customer interviews are an essential part of your marketing strategy and how they can boost your efforts. 

1. Understanding Deep Audience Insights

Through one-on-one interviews with your customers you can find out the following:

  • What is the motivation behind their purchasing decision
  • What are the challenges they face in their everyday life or work
  • What benefits they value the most in the service or product that you offer

These insights are better than usual methods like surveys. By hearing what your audience has to say, you can create a message that speaks directly to them. 

2. Honing Campaign Targeting For Maximum Impact

On networks like LinkedIn, precise targeting is really important. The insights that you get from your customers will help you refine targeting strategies, ensuring that your ads reach the ideal audience. Using customer interviews you can provide the right data regarding demographics, job titles, industries etc. This way you can reach higher CTR (click-through rate) and better ROI (return on the investment).

3. Increasing Product Development

Customer feedback is a great opportunity for you to improve your offerings by listening to what your customers like, dislike or wish they had. 

When your product is adapted to your audience’s needs it becomes easier to market. Customers who see that you implemented their feedback are likely to advocate for your brand in the future. 

4. Making Authentic Content 

You can create content that feels like it was made specifically for your audience by using the language and aspirations shared during the interviews with your customers. You can make every headline, image, or CTA address every pain point that your customer mentions. This way, you can boost engagement rates and turn passive viewers into active participants. 

5. Growing Your Business 

The goal of every marketing strategy is to expand your business. Customer interviews can help you get there faster. When you listen to your audience you gain their trust and become a responsive partner in their success. 

Assimilate Customer Interviews into Your Marketing Strategy

Make customer interviews an important part of your marketing process, if you are not using them already. Make thoughtful questions that lead directly to actionable insights. When using these insights properly you can improve your products and make deep connections with your audience. 

Cracking the LinkedIn Ads Code: What Works in 2025

Posted on by Will Yuste

We’re going to cut through the fluff and share what works in LinkedIn advertising. After years of testing and optimizing campaigns, we’ve developed strong opinions about each ad format. Let’s dive into the good, the great, and the occasionally frustrating world of LinkedIn ads.

The Heavy Hitters: Feed-Based Ads

Single Image Ads: The Foundation of Success

Look, we get it. Single-image ads might seem basic, but they’re our bread and butter for a reason. The secret? It’s all about matching the message to where your prospect is in their journey:

When they don’t know you, keep it dead simple:

  • Drop the jargon
  • Focus on one clear pain point
  • Show how you’re different (but don’t try to explain everything)

Once they know you? That’s when we love showcasing customer wins and industry recognition. Trust us, it hits differently when they’ve already visited your site.

Video Ads: The Trust Builders

We’re obsessed with video ads for one main reason: they tell us exactly how interested someone is. When we see someone watch 75% of our video, we know we’ve got their attention. Plus, there’s nothing quite like the video for:

  • Explaining complex services
  • Showing your team in action
  • Breaking down complicated topics

Carousel Ads: The Storytellers

Here’s the thing about carousel ads – most people use them wrong. They’re not just for showing multiple products. We’ve found they work best for:

  • Walking through a process
  • Showcasing different aspects of a solution
  • Building a narrative that pulls people in

Document Ads: The Lead Magnets

We love document ads because they’re different. Instead of asking someone to leave LinkedIn, they can consume your content right there in their feed. It’s perfect for:

  • Industry reports that establish authority
  • How-to guides that solve real problems
  • Case studies that prove your worth

Conversation Ads: The Personal Touch

These are tricky to get right, but when they work, they work. The key is hyper-personalization. We’re talking:

  • Industry-specific messaging
  • Role-based pain points
  • Clear, valuable next steps

Spotlight Ads: The Budget-Friendly Option

Nobody talks about these enough. They sit quietly on the right side of the feed, but here’s what makes them special:

  • They’re surprisingly affordable
  • They can be highly personalized
  • They’re perfect for staying top-of-mind

Text Ads: The Silent Workers

Let’s be honest – text ads aren’t that much fun. But they serve a purpose, and they serve it well:

  • They’re incredibly cost-effective
  • They keep you visible
  • They support your bigger campaigns

Our No-Nonsense Tips for Success

Stop trying to sell in cold ads Instead, focus on helping your prospect understand:

  • Why they should care
  • What makes you different
  • What’s in it for them

Match your content to the scroll speed. People scroll fast. Really fast. So:

  • Lead with your strongest point
  • Use clear, compelling visuals
  • Make your value proposition obvious

Test everything, but be smart about it We’re not saying test every little thing. Test what matters:

  • Headlines that grab attention
  • Images that stop the scroll
  • Offers that drive action

The Real Talk About Budgets

Here’s what we’ve learned about spending money on LinkedIn ads:

  • Start with single-image ads to find your audience
  • Use video ads when you need to explain something complex
  • Save conversation ads for your most qualified prospects

What Matters in Measurement

Forget vanity metrics. Focus on:

  • Cost per qualified lead
  • Lead-to-opportunity conversion
  • Return on ad spend

And remember – LinkedIn leads often take longer to convert, but they’re usually worth the wait.

Looking Ahead

The LinkedIn ads platform keeps evolving, and we keep adapting. What’s working right now:

  • Native content that doesn’t feel like an ad
  • Educational content that solves real problems
  • Multi-format campaigns that work together

Success on LinkedIn comes from using different ad types together to talk with your audience. Start simple, measure what works and then do more of what works well! LinkedIn advertising takes time to work well, but when you do it right it helps you reach business customers very effectively!

LinkedIn Ads: Stop Burning Money and Start Getting Results

Posted on by Will Yuste

LinkedIn Ads are a battlefield. An expensive one. If you’re treating it like a passive advertising platform and think budget alone is enough, then you’re already losing. LinkedIn is not just about pouring money into campaigns, it’s about knowing how to play the system. CPC too high? CTR too low? Bids are consistently draining your wallet? There’s work to be done there.

In this guide, you’ll learn how to take control of your ads and make every dollar you pour into them work harder. I’ll break down how to get ahead of the LinkedIn auction system, lower your CPC, and make campaigns that boost your CTR. I’ll also throw in some advanced bidding strategies from industry experts. Keep on reading and find out.

LINKEDIN’S AUCTION SYSTEM

Being the highest bidder won’t help you here, being the smartest bidder, however, will. Most advertisers (especially the ones with deep pockets) waste their budgets because they don’t get how the system works. Don’t be like most advertisers. LinkedIn rewards relevance over raw spend. They consider both your bid and your relevance score when deciding who wins the auction. A high quality, relevant, and well thought out ad can outcompete higher bids any day of the week.

If you want to win here, you have to start with good targeting. Instead of trying to cast the widest net, be specific with who you want to show your ads to. 

Job titles, Industries, Company sizes, Geo locations…

You can filter by all of those and end up with a much smaller audience that you know is a good fit for your product/service. Broad targeting will kill your budget because it inflates your CPC by making you compete with irrelevant advertiser

Always opt for manual bidding and set your own budgets. Don’t let LinkedIn guilt trip you into wasting more money than needed.

HOW TO LOWER YOUR CPC WITHOUT KILLING PERFORMANCE

If your cost per click is way up in the sky, it means you’re not getting as much as you could out of every dollar you spend. Lowering the CPC doesn’t mean cutting corners. It just means using the right means to optimize your campaigns.

One way to immediately reduce CPC is what I’ve mentioned before, making your audience smaller. 

A smaller, highly targeted audience leads to less competition and ultimately lower costs. But that’s not all there is to it. Engagement matters too. A lot. LinkedIn will reward you for running ads that drive interaction. 

That means you should primarily be focused on making creatives that people actually want to click on and interact with. The higher your click through rate(CTR), the less LinkedIn charges you per click.

Another key strategy: Retargeting. Warm audiences, in other words, people who’ve interacted with your campaigns already, or visited your website. They’re the ones that are way more likely to convert and are cheaper to convert than cold leads. Use LinkedIn’s Matched Audiences feature to retarget these people with more personalized ads that’ll move them closer to a conversion.

MAXIMIZE YOUR CTR

Click-through rate is the bread and butter of your ad campaign, not just a metric you can glance over and think nothing of it. If your CTR is high, it means LinkedIn’s algorithm loves your ad, and you’ll end up paying less per click. Low CTR means you’re pretty much just wasting money and barely making an impression.

You can start by taking a look at your ad creatives and fixing them. Headlines need to grab attention and clearly point out what value you’ll bring to the user if they decide to click on your ad. For the love of God, avoid the generic corporate-speak BS. Be direct and specific with it. 

“Cut your ad costs in half with these proven LinkedIn strategies” will beat “Learn more about LinkedIn ads…” every single time.

Next, rethink the visuals you’re using. Bland stock photos are absolutely not the way to go in a feed full of decision makers. Instead, you should be using clean, professional imagery or simple graphics (not the corporate ones) that make sense combined with your brand’s message. Authenticity is king here.

Finally, make sure your Call to Action is clear and direct, not vague and generic. “Learn More” is pretty much as weak as it gets with CTAs, try something like “Get the Strategy Now” or “Boost Your ROI Today”.

BID SMARTER

Bidding isn’t just about throwing money into the system. It’s about knowing how much and when to bid to maximize your impact.

LinkedIn offers both CPC (cost per click) and CPM (cost per mille, or cost per thousand impressions) models.

If you’re just starting out as a newbie, or you’re testing out some new campaigns, stick to CPC for better control. It lets you pay only when someone clicks, which means your budget won’t be spent on negligible results.

When your CTR improves, you can consider testing CPM bidding for a broader reach. But before you do this you should check out LinkedIn’s suggested bid range, however, take it with a grain of salt, they’d like nothing more than to squeeze more money out of you. Feel free to bid slightly below the recommended range and if your ad is good, you’ll still win the auction.

AD FATIGUE

Ad fatigue is a silent killer of LinkedIn ads, frankly any ads for that matter. If you’re running the same creative for weeks, or even months on end, and wondering why your CTR went below sea level, you’re witnessing it firsthand. Ad fatigue happens when your audience sees your ad so often they get sick of it and stop engaging with it, or even worse, they start ignoring your brand completely because of it.

In short: Keep your ads fresh, test new formats, keep your audience engaged.

LET’S SUM THIS UP

LinkedIn Ads aren’t about spending more, they’re about spending better and smarter. If you understand the auction, lower your CPC, up your CTR and bid strategically, you can turn them into an insanely good revenue driver.

Stop throwing more money at the problem hoping it fixes it. Start implementing these tips and you’ll see your campaigns go from money pits to money printers.

How to Get Leadership Onboard With Thought Leader Ads

Posted on by Will Yuste

You probably know all about Thought Leader Ads and how impactful they’ve become, but maybe your boss doesn’t, or they’re just unaware of the benefits of TLA? Whether you just want to be a good employee or you stand to gain something from it, boosting your company’s revenue can never be a bad thing. If you’re wondering how exactly to convince you higher-ups to switch to this ad format, or at least consider it, you clicked on the right article! Let me throw some ideas at you and maybe you get inspired.

THOUGHT LEADER ADS ARE NON-NEGOTIABLE IN 2024

Thought Leader Ads are the way to go until LinkedIn comes up with something even better in the future. I talk in-depth about them in this article. If you don’t want to waste more time reading another article, I’ll explain in short: 

  • Higher Engagement Rates: People want to see people, not your logos or your soulless corporate-style infographics, thus they engage more with the content they actually find appealing.
  • Human Touch: These ads will let your execs tell their story, share some insights or personal takes and connect with their audience in an authentic way.
  • Cost-Effective Lead Gen: By using smart and targeted strategies (more on this here), these campaigns will drive your acquisition costs way down and maximize your ROI.

Sound good so far? Thought so. 

If you haven’t already, I highly recommend reading through my other article that goes in-depth on Thought Leader Ads

SPEAK YOUR EXECUTIVES’ LANGUAGE

Start with the Return on Investment

Execs care about results, pretty simple. Show them the data and evidence: for example, LinkedIn ads have higher close rates than other platforms. Paired with the fact Thought Leader Ads build trust a lot faster, while also costing less. Use projections or results from competitors in your pitch to show them the potential.

Frame it as a low-risk experiment

You’re less likely to get approval for a massive spend on something new, so present it as a pilot project program with a small starting fee ( e.g. $5,000 per month). Even that much is enough to see results in 2-3 months and after they see how good it works, you can scale up from there. 

Show them the advantages

Executives love anything that sets them apart from the competition. Thought Leader Ads have the potential to make your leadership team look like visionaries. This is a perfect opportunity to:

  • Build personal brands
  • Build trust and boost engagement with target audiences
  • Stand out in the sea of corporate noise

Want to see some real-world examples? Check out our playbook on LinkedIn Video Ads and see how other leaders are using these to their advantage.

“I DON’T HAVE TIME TO MAKE ADS MYSELF!”

Okay, valid point, I get it. Your executives are busy, and they’re not going to script and shoot a dozen videos on their own, then fiddle with editing, posting them, hiring more employees just for marketing or any other nuances. 

Enter the Guided Interview, a simple process that turns your execs into LinkedIn stars without taking more than a couple hours of their time.

 What’s a guided interview?

It’s exactly what it sounds like. You get your boss to sit down for a casual, online interview session with a professional who asks them targeted questions about their own expertise, company and industry. Then, the whole interview gets broken up into polished, bite-sized LinkedIn.

No hyper-fixating on scripts, no robotic delivery. Just naturally engaging content.

In under 2 hours, you’ll have enough content for weeks of high-performing short video ads.

WHY THEY SHOULD CARE ABOUT PERSONAL BRANDING 

Executives who invest in their personal brand do a lot more than just boost their ego. They create real business value. Becoming a recognizable, respected voice in their industry makes it easier for them to attract top talent – high performing individuals prefer to work at companies with visionary leadership.

A LinkedIn profile that’s filled with relevant content and followers who engage with almost every post makes it so much easier to close deals with potential buyers. Your personal profile is almost as important as the company profile. 

IN CONCLUSION 

There’s no way around the fact that Thought Leader Ads are the future. They humanize your brand, build trust with your audiences and deliver meaningful results, all while turning your executives into, dare I say it, LinkedIn industry celebrities.

If you’re still debating it (for whatever reason), consider this: Would you rather spend your ad budget on yet another generic, corporate-speak ad campaign with deathly boring infographics, or invest in something new that truly sets your company apart? Choice is pretty obvious if you ask me.

Book a free call to find out how you can start using TLA with our guided interviews and start seeing massive gains from your ad budget in just a few months.

Video Engagement: How To Boost Watch Time in Video Ads

Posted on by Will Yuste

Video ads have become crucial in today’s dynamic digital outlook, for grabbing attention, engaging viewers and making conversions. The Watch Time metric has become a critical measure of success. 

What is Watch Time exactly and how can you use it to maximise the impact of your ads?

This article will open your eyes, let’s dive into it!

What is Watch Time?

Watch Time is a powerful metric that measures the percentage of a video that viewers watch and indicates how well your video content holds their attention. It gives helpful insights into how relevant and engaging your content is to your audience. The higher the watch time is – the more compelling your video ad is.

On LinkedIn, Watch Time is a strong indicator of content quality as it is on other, similar platforms. If the watch time is high, it indicates that your ad is worth sharing, and by sharing it, increasing its reach and visibility. 

Why Is Watch Time So Valuable for Video Ads?

In these crazy times where users are surrounded by various content, taking and maintaining attention is, we must admit – harder than ever. So, a high Watch Time can boost the visibility of your ad, be more engaging, and, finally, lead to higher ROI. Let us show you why Watch Time should be a top priority:

Better Reach: If the watch time is high, that shows that your audience finds your ad valuable. This helps your organic reach get higher. 

Stronger Engagement: When people watch more of your video, they’re more likely to remember your brand and take valuable action.

Better ROI: The Higher the Watch Time – the more engagement your video will get from your viewers.

The Best Strategies to Maximize Watch Time for Video Ads

Here are some reliable techniques that can help you improve watch times and create ads that truly resonate with your audience.

1. Prioritize creating high-quality, relevant content.

When you make a video ad, you should have your audience in your mind. It’s not enough that they are visually captivating; the content itself needs to be suitable and valuable. Find your audience’s specific needs, interests, and sore spots to create a more personalised and effective message. When viewers feel that an ad is “speaking to them”, they’re more likely to stay and watch the full video.

2. Captivating Storytelling

Storytelling is a strong tool for holding the viewer’s attention. Use a narrative that takes your viewers on a journey. Emotional stories, that inspire curiosity, or provide valuable insights can be particularly effective in keeping viewers engaged. Whatever it is, find a narrative style that resonates with your brand and audience.

3. Be Careful With Your Video Length

Length matters in video advertising. Shorter videos generally perform better in maintaining attention, even though it is said that there is no one-size rule for videos. A concise video that delivers value without unnecessary fluff will likely hold viewers’ attention. Experiment with different lengths to find the best for your audience and platform.

4. Make Your Opening Eye-Catching

The first seconds of your video are really important, and use it tactfully. You can try it with a bold statement, a question, or a visually stunning scene. If you have a strong opening it will encourage viewers to stay and watch the video, maybe even until the end. 

5. Implement a Clear CTA (Call-To-Action)

The clearer the CTA is, the better results your campaign will have. If you want them to visit your website, register for an event, or learn more about your brand, your CTA should be clear. A great CTA doesn’t just bring engagement – it can also provide higher conversions.

6. Data Insights Are Crucial To Use

With data insights, you can get a clearer picture of what is working and what’s not in your campaigns. Tracking Watch Time and other useful metrics will show you what is working the best for your videos, and that way you can refine your content for future ads. 

In The End

By keeping your audience engaged you will create stronger and more meaningful bonds, and the way to do it is by creating magnificent videos that will bring excellent results to your brand.