Improve ad performance and create campaigns faster with AI

By Abhishek Shrivastava ,Vice President of Product, LinkedIn

For B2B marketers, creating campaigns that reach and influence the right buying committee is no easy task, especially when resources are tight. And creating campaigns can often take hours - from developing creatives, to determining targeting, placement and bidding strategies. We know that 84% of marketers believe artificial intelligence (AI) will support them with their work*, and saving time in the campaign creation process is a great place to start.

That’s why we’re excited to announce Accelerate - a new, automated B2B marketing campaign creation experience powered by AI. In as little as five minutes, Accelerate will recommend an end-to-end campaign and automatic optimizations to reach the right B2B audience with engaging creatives, which you can adjust and fine-tune before you launch your campaign. Accelerate, available as a pilot to a limited number of customers in North America starting today, builds on our other AI features, such as automated placement, which is delivering a 47% improvement in cost per conversion, and Predictive Audiences, which is improving cost per lead by 21%.?

Here’s how it works:

One-click campaign creation tailored to your business needs

As always, your campaign starts and ends with you – your objectives, audience, brand voice and tone are critical to your success. When you login to Campaign Manager, you can select your campaign objective and decide if you want to use Accelerate or our classic experience to build your campaign.??

To get started with Accelerate, you simply need to provide a URL for the product you’re advertising. We’ll then use AI to analyze the website you shared, your company’s LinkedIn Page and your account’s prior LinkedIn ads to recommend a campaign. Using this customer data, we’ll build creatives and an audience, allowing you to adjust copy, images and refine targeting parameters by adding inclusion and exclusions, like geography.?

With Accelerate, optimized campaign creation is just the start, you can also click on the ‘Assist’ button to get recommendations to improve campaign performance. You can ask questions directly, such as “Why was this budget recommended?,” or “What are some best practices for targeting?” to gain insights into how to improve your campaigns. You can also connect to a live support agent.?

Reaching B2B buyers through dynamic campaign optimization

After choosing to launch your Accelerate campaign, our AI models will use the information you shared to automatically adjust bids and shift budget to the best performing placements and creatives. With Accelerate, we’re bringing together several of our current automation features, including Predictive Audiences, to dynamically adjust campaign targeting so you can easily and confidently reach buyers who are most likely to take action from our community of more than 950 million members.

"We’ve used automation tools for years to optimize the way we work, increase our agility, and save time so that we can continue to focus on cementing relationships with B2B buyers who are most likely to make a purchase and drive ROI,” shared Amanda Evans, President of Closed Loop. “We’re looking forward to testing LinkedIn’s new AI-powered campaign creation experience to create more effective campaigns, faster."

And knowing that 76% of your CMOs are feeling the pressure to deliver results, we are also including Automated Performance Summary Reports within Accelerate to help you understand campaign success and think more strategically about future campaigns.** Automated Performance Summary will show you performance metrics, including spend, cost per key result, impressions, and clicks, and campaign trends, like the top audiences engaging with your campaign based on industry, job title, company and location.

While we are just starting to test Accelerate campaigns in English with a small group of B2B advertising agencies, including Brainlabs, Closed Loop, Speedwork Social, TEAM LEWIS and WebFX in the United States, customers have long seen success with our automation features.?

"At Brainlabs, we've fully dedicated our focus to embracing how AI will continue to reshape the digital ad space and create opportunities for brands and agencies alike,” said Jonathan Molina, VP Paid Social, at Brainlabs. “As part of the next evolution of marketing optimization, we are ecstatic to partner with LinkedIn through their Accelerate product to remain at the forefront of the space and accomplish more, even faster than before."?

AI is changing how we do our jobs, and our work doesn’t stop here. We’re excited to continue putting AI tools in the hands of marketers to help improve productivity and campaign performance – more marketers in North America, India, and Australia will have the option to try Accelerate in the coming weeks. We plan to make Accelerate available globally in 2024.?

By using AI tools to give you a head start with day-to-day tasks – whether it’s analyzing data or giving you a first draft of creative copy – you can finally get the “extra” time you need to be more creative and strategic.?

*AI Consumer Research Methodology?

Research conducted by Censuswide and based on 29,937 professionals in the UK, USA, Canada, Australia, Singapore, India, France, Germany, Brazil, Spain, Saudi Arabia, Netherlands, Italy, Indonesia, Philippines, Malaysia, UAE and Japan - including 1,574 marketing professionals - aged 16+ between 23rd August and 31st August 2023. Censuswide abides by and employs members of the Market Research Society which is based on the ESOMAR principles.

**2023 B2B Marketing Benchmark Methodology

LinkedIn commissioned Ipsos to survey 1,954 B2B CMOs, CFOs and senior-level B2B marketers at small, medium and large organizations across the globe (US, UK, Germany, France, India, Australia, Singapore and Brazil) to examine how they're faring amid uncertainty, what they're doing to drive growth at their companies and how their roles are evolving. The research was conducted online between March 24 and May 5, 2023.?