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New LinkedIn Ads Features Every B2B Advertiser Should Know

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LinkedIn Ads platform has significantly evolved since its launch back in 2005. Fifteen years later it is still a pillar in paid social advertising especially for advertisers who would like to leverage it for creating and nurturing B2B relationships. With 310 million MAU (Monthly Active Users) it provides a unique opportunity to reach out to audiences based on their job title, industry, company size and name, seniority, and more. This has given LinkedIn Ads a very unique value proposition that makes it a marketer’s first choice when it comes to influencing business decision-makers.

In terms of platform features though, LinkedIn always has looked at Facebook Ads as a role model. Features such as Objective-based campaigns, Lookalike Audiences and Custom (list-based) Audiences were introduced to Facebook Ads way ahead of LinkedIn Ads and eventually made their way to the platform as users expected LinkedIn to keep up!

This has remained true in the last few releases of features to LinkedIn Ads. A bundle of improved audience building features, new ad types, and enhanced reporting made many avid users of the platform really happy about in the last few months. In this post, we’re going to take a look at some of these features and explore ideas and use cases.

Engagement Retargeting

I clearly remember how excited I got when I heard about the introduction of Video Views objective to the platform about a year ago. My excitement didn’t last long though, there was no way to retarget the engagements with the view based on the watch time/percentage and this meant running these campaigns only would make sense if we wanted to influence brand awareness. Yes, it was listed under the “consideration” column but what should we do after someone watches the video? There was no way to target those engagements. Well, that’s not the case anymore!

video views objective linkedin

With the most recent changes to the Matched Audiences, we are able to create video engagement audiences based on percentage watched. Options are 25%, 50%, 75%, and 97% watch percentages of the videos going back all the way to 365 days. Now we get to plug in those warmed-up valuable engagement audiences in a conversion campaign for one last nudge.

In a similar move, LinkedIn has introduced engagement audiences to Lead Gen forms too. At the moment, it allows advertisers to create audiences based on form opens and form completions, and, similar to video views, there is a maximum lookback window of 365 days. In both cases, the audiences need to populate at least 300 LinkedIn members before they can be used in a campaign.

In addition to targeting these audiences with follow-up messaging, another great idea is creating lookalike audiences from them. For example, an advertiser would make a lookalike audience based on video engagements in a Video View campaign or a lookalike based on Lead Gen Form submissions. This option allows you to target users similar to those that have engaged with your content previously.

engagement retargeting audience linkedin ads

Conversation Ads

Similar to Facebook Ads’ Messaging Ads and built on InMail ads, Conversational Ads will help us to engage in an interaction more sophisticated than showing an image or a video ad and hoping to get a click. Instead, we can engage in a conversation, provide some context, and tell a story by sending a personalized series of messages.

This new format is available under Lead Generation and Website Visits campaign objectives and can be combined with features such as conversion tracking or lead gen forms. You get to design a flow for the conversation either from a great selection of templates or from scratch and tie each path to a certain CTA depending on the user responses. This ad type is currently in beta so you may have to wait a little longer for it in case your account is not already part of the beta rollout.

linkedin conversation ads builder

Reporting Enhancements

And last but definitely not least in the list of recent improvements to the LinkedIn Ads platform, we need to talk about all the improvements with the reporting and UI. LinkedIn Ads now reports metrics such as Reach and Avg Frequency so we all have a better sense of ad fatigue and controlling it. They have even allocated a whole new view for delivery level metrics called, wait for it, Delivery View. I’m sure this is going to save many advertisers time and sanity as the only other way to get a feel about Reach and Frequency prior to this was having access to a dedicated LinkedIn rep and hoping for the best.

new reporting views linkedin

Even better, we get to have our own Custom Views by mixing and matching a personalized combination of metrics that we find relevant to our analysis and optimization process.

custom views linkedin ads

LinkedIn Ads has come a long way with completing its toolbox of campaign objectives, audience building features, ad types, and reporting. I’m pretty sure each LinkedIn Ads advertiser has their own wishlist of other features that the platform is still lacking, things such as placement customization, dynamic ads, multiple ad types in the same campaign, bulk editing tools and on top of it all, a more robust and user-friendly interface. Looking forward to seeing some of these implemented when we update this post!

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MARKETING

11 Free Email Hacks to Step Up Your Productivity

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11 Free Email Hacks to Step Up Your Productivity

If you’re anything like me, a solid portion of your day is sifting through your inbox, sending emails to junk, and responding to time-sensitive emails.

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How CTV can deliver market research for B2B marketers

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How CTV can deliver market research for B2B marketers

Connected TV (CTV) is the fastest-growing digital ad channel, as more TV watchers cancel cable subscriptions and turn to lower-priced or free a la carte streaming options they can watch on TVs, laptops and mobile devices. Many streamers are also potential B2B prospects, but not many B2B marketers are leveraging CTV for advertising.

“We believe connected TV advertising is undervalued, and there’s so much that digital, data-driven marketers can do with connected TV advertising that goes beyond the scope of any other ad channel,” said Hooman Javidan-Nejad, director of performance marketing for CTV advertising platform MNTN, at The MarTech Conference.

Why we care. Hit shows on streaming services get the credit for the CTV surge. But within these mass audiences there is data for targeting and segmentation. B2B marketers ahead of the curve have also experimented with streaming for delivering on-demand video content to prospects. 

Serving prospects ads on ad-supported Netflix, or managing your own video programming like a kind of B2B Netflix, is a much different experience than traditional whitepapers that recognize professionals’ changing media consumption and self-serve research habits.

CTV data. “Data-driven marketing has picked up in the last decade because the nature of all those digital channels are enabling you, and empowering you, to have access to the data and to act on it,” said Javidan-Nejad. “This is something that we never had for a TV — [traditional linear] TV advertising has always had limited or no reporting.”

Because of CTV’s digital infrastructure, ad campaigns on that channel have performance and measurement data that can be used as a market research tool.

“The beauty of approaching connected TV just like another digital channel is that you can apply the same targeting criteria you are applying today on LinkedIn, or on Facebook,” he added. “The insights that you’re getting from connected TV advertising can be applied to all the other channels, or the insights that you’re getting from the creative can be applied into the other channels.”

Dig deeper: Bringing your ABM strategy to CTV

Finding audiences on CTV. When advertising on CTV, B2B marketers should execute multiple campaigns, or target different audiences with a single campaign.

For example, a B2B marketer could run one campaign based on job titles, and another one based on firmographic criteria. You could also launch a retargeting campaign, based on first-party data acquired from those who have visited your website and shared their info.

“For each of these audiences, you will get audience segment reporting,” Javidan-Nejad explained. “So you will be able to see which of these audiences have performed better, which of these audiences had a better verified visit rate, and all the other metrics [to discover] which audiences are performing better. And then you can take those audience insights and apply them to the other channels.”

Matched audiences. B2B marketers can also use existing customers and prospects from their CRM and match them with a CTV adtech partner, in order to deliver CTV ads to those prospects when they’re watching streaming TV.

“This is the same audience that you’re using across all the other paid social channels,” said Javidan-Nejad. “The insights and learnings that you get from CTV can be extended and implemented across the other channels.”

Testing creative. Before committing a large budget on a robust TV campaign, B2B marketers can test different kinds of creative on CTV to determine what messages and visual cues stick with customers and prospects.

While every digital ad channel has its own sweet spot for what works in video ads, some of these insights about what works best on CTV can be applied to other channels.

“We are all familiar with A/B testing,” Javidan-Nejad said. “As digital marketers, we always try to leverage this feature or functionality across all the other digital channels. Now you’re able to do that for your TV advertising.”

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How to Write YouTube Titles for SEO

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How to Write YouTube Titles for SEO

Creating a video is a creative process which involves a lot of brainstorming, editing and producing. But the success of your video does not 100% rely on the quality or originality of that video.

Whether your video is going to be a success is determined by how many people will be able to find it and watch it.

Don’t underestimate the discoverability of your video. It may make or break your whole video marketing strategy performance.

One of the biggest channels that can drive findability of your video is search engine optimization, i.e. optimizing your video page for it to rank in search engines (mainly Google and Youtube search) for relevant keywords.

And one of the most important SEO elements of any page is its title.

What is a Youtube title?

“Title” is what you see on the browser tab when you open any Youtube page:

It is controlled by the “Title” field which is required when you upload your video to Youtube:

In the code of the page the title can be found within <title></title> tags.

On a Youtube video page, the title is also repeated underneath the video as the main heading making it also an on-page SEO element.

Youtube allows you to enter up to 100 characters to the title field and I recommend making the most of those 100 characters.

How can titles impact the findability of your video?

Page titles are key on-page SEO elements because they do both:

  • Page titles are direct ranking factors (Google uses them to understand what the page is about)
  • Page titles impact click-through by being the most visible parts of standard search snippets.

In that respect, Youtube SEO is not much different from any other types of SEO. The only slight difference is Youtube videos also get an additional section in organic results which you can target: Page titles are also included next to video thumbnails in video carousels:

Since titles are so important for your video findability and clickability, spend some extra time brainstorming effective video titles. Here are a few ideas:

How to create an effective Youtube title

1. Include your keyword

This is important in the context of this article. Keywords are still very important for SEO because they still help search engines understand the main topic of your page.

Keyword research is also a great way to estimate a demand for any topic (by looking at the search volume).

Identifying your main keyword and including it into the page title will help that video page rank for that keyword driving views for your video and generating additional brand visibility to your business. There are lots of tools and plugins allowing you to identify your target keywords.

It is a good idea to grab URLs of your competing videos and run them through this SEO Content Checker to identify their keyword usage and learn from that:

2. Make it sound interesting

I know it sounds obvious but there are too many boring video titles for me not to mention it.

Your video title needs to invite a click, so make sure it is interesting enough to invite one.

I realize it sounds easier than it really is and in many cases it is also highly subjective. But there’s a tool to help.

Using ChatGPT will help you find some ideas, in case you are stuck. Here’s what the tool was able to generate when I requested the following “Generate video title ideas that will include “Youtube marketing” keyword. Make those titles sound intriguing:”

There are quite a few pretty nice ones. If you don’t like what the tool suggested, keep asking it for more, changing your request just a bit to make it think harder.

This tool is great but make sure to pick a title that won’t over-promise. There’s a fine line between “intriguing” and “click-baiting.” Try and avoid the latter as it may reflect badly on your branding strategies.

3. Include numbers

Including a number in your page title has proven to be an effective way to get more people to click it. Click-through is likely to be an (indirect) ranking factor, so if more people click your title, there’s a good chance it will rank higher.

You cannot make each of your videos a listicle though, so you won’t be able to use this trick in each of your Youtube titles. But it is a good format to keep in mind and use from time to time.

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4. Mention a brand (if there’s one to mention)

Finally, if your video is about a well-known brand (for example, if that video is of you speaking at an event) or, more importantly, if you create it in collaboration with a well-known expert and/or influencer, include that name in your title.

Not only will it help your video rank for that searchable name, it will also increase its click-though thanks to people recognizing that name. 

Youtube also allows you to tag that name in the title (much like tagging works on Twitter or Facebook). If you add @ and then start typing that name, Youtube will allow you to select that name from the drop-down (if that brand or person has a Youtube channel). This will notify them on the mention and urge them to engage with the video helping its visibility:

No need to include your brand name though (unless that video is all about you or your company). If you pick your Youtube name well, it will help you build your brand’s recognizability with every high-ranking video because the channel name is always included in search snippets.

Keep a close eye on your results

Finally, creating an effective title is something that you can never do perfectly. There’s always room for improvement and experimentation. Learn from other well-performing videos in your or outside your niche and never stop experimenting.

Monitor video carousels for your important keywords to get notified when a new video succeeds in getting there and not what may have brought them that success. There are SEO monitoring tools that can help you with that task:

Additionally, keep a close eye on your Youtube analytics to monitor keywords that generate views from Youtube search and learn from those results:

Conclusion

You spend hours creating your video. It deserves a good title which will help your video get found. Spend some time brainstorming an effective title, experiment with different formats and measure your success. Good luck!



The post How to Write YouTube Titles for SEO appeared first on DigitalMarketer.

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