LinkedIn's Latest and Best Practices for 2024

By: Marisa Dauchot , Integrated Media Specialist

If you’re a Digital Media Marketer, you probably do some level of digging to stay up to speed with the ever-evolving digital landscape. Today, Adcom is here to help you with a bit of that digging and keep you updated on platform changes and LinkedIn’s latest and greatest of 2024. Be a part of the conversation. Let us know your thoughts and share any exciting changes or updates you’ve seen in the digital marketing space in 2024 thus far!

Best of The Best: LinkedIn’s 2024 Best Practices

Ad Formats and the Marketing Funnel: LinkedIn reports that members need to be exposed to ads 6-10 times on average before converting.

• Top of Funnel (Awareness): Utilize single image and video ads for in-feed placements to tell your brand's story and boost awareness.
• Mid-Funnel (Consideration): Choose carousel and conversation ads for a blended in-feed and inbox approach.
• Lower Funnel (Conversion): Drive leads with retargeting and matched audiences, leveraging lead generation forms for messaging or in-feed placements.

Creative: Keep it varied, concise and fresh:

Fight creative fatigue!

• Aim to have four creative pieces running in one ad group, rotating creative every 30-45 days. You want to stay relevant and top of mind. Users can see up to five unique creatives in a 48-hour time frame, so additional creative pieces and formats will help – not hurt.

Speak through your creative:

• Make it relevant. LinkedIn discloses that calling out the target audience resulted in a 19% higher CTR and 53% higher conversion rate. Use thought-provoking messages and ask engaging questions with the goal of piquing user curiosity, making them stop and think. Be the solution. Call out pain points that you can help solve. Lastly, make it personal. Speak to your audience by using “You” in your copy to invite them in.

CTA: Keep it clear and give it thought:

• The term “Register” outperformed “Join” on LinkedIn tests and generated 165% more clicks. When in doubt, run an A/B test to measure it out.

Get to the point:

• Choose words that inspire action. Add a shortened link in the intro/text post copy to drive engagement, giving users multiple touch points while keeping content concise and under 100 words.

Changes are a-brewin’

Targeting

LinkedIn launches Website Tracking

• The latest and greatest capability used to simplify action tracking and drive better results, website tracking automatically captures actions on your website using the insight tag. With easy setup, LinkedIn helps advertisers to quickly understand how ads drove different on-site actions. With these findings, advertisers can more easily retarget audience members and optimize budget to improve overall campaign performance.

Goodbye, Lookalike Audiences. Hello, Predictive Audiences:

• LinkedIn discontinued lookalike (LAL) audiences as of February 29, 2024, replacing them with "predictive audiences" that utilize LinkedIn-specific data from lead generation forms, contact lists and conversion data to improve targeting effectiveness. Predictive audiences, powered by AI, construct and optimize high-intent audiences more likely to achieve businesses' campaign objectives, using first-party data to target members more likely to take desired actions, serving as a replacement for lookalike audiences. Separately, another LinkedIn solution to replace lookalike audiences is the "Audience Expansion" feature, which helps reach users with related interests or skills. However, LinkedIn advises that the "Audience Expansion" feature is best suited for brand awareness campaigns and offers a broader reach with less control over audience segmentation.

We hope you can take away and implement some of these learnings into your day-to-day advertising with more ease and confidence knowing that a little of the digging has been done for you. Share and comment to let us know how you are adapting to LinkedIn’s new changes!

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