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LinkedIn Launches ‘Document Ads’, Offline Conversion Data Integration and More

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LinkedIn Launches ‘Document Ads’, Offline Conversion Data Integration and More

LinkedIn has announced some new ad tools to help you maximize your LinkedIn campaigns, including Document Ads, offline conversion data integration, and a new Media Library for storing and sourcing ad content.

First off, on Document Ads – as it sounds, LinkedIn will now enable advertisers to promote long-form documents direct in user feeds, which can also be made available via sign-up to maximize response data.

As you can see in this example, LinkedIn’s Document Ads provide a preview in the feed (three pages in this instance), in order to entice users to download the full research piece.

If you choose to add a lead-gen form, you can gather more insight about the people who are interested in your documents, while you can also make your document free to download from the promoted update, with LinkedIn then able to provide data on which members downloaded it.

The format could help marketers capitalize on the popularity of LinkedIn’s Carousel posting option, which enables users to share a document in a post that users can then scroll through in-stream.

LinkedIn made Carousel posts available as an official option back in July, though users had actually been creating their own document carousels for some time, by uploading a PDF as a post attachment, which essentially facilitates the same functionality.

And the format has proven to be effective. According to insights from SocialInsider, native documents and Carousels generate 3x more clicks than any other type of content in the app (even video posts).

LinkedIn carousel example

Given this, Document Ads could be a good addition, likely worthy of an experiment the next time you have a longer piece to share in the app.

LinkedIn’s also added the capacity to include Offline Conversion data within your ad process in the app.

"Offline Conversions enables you to connect the offline conversions you track via other tools directly to LinkedIn. You can manually upload CSV files directly to Campaign Manager or leverage a LinkedIn Marketing Partner. Supported partners include Adverity, HubSpot, LeadsBridge, LiveRamp, and Make.”

The process enables you to include additional performance data, like in-person transactions, phone calls, or sales in your CRM, within your LinkedIn campaign measurement and optimization process. Which could be a good way to improve response, based on data matching, helping to better focus LinkedIn’s targeting on the right elements.

Finally, LinkedIn’s also adding a new Media Library option, where you’ll be able to save all of the media elements that you use in your LinkedIn campaigns.

"The media library is a single location for uploading, managing, and selecting media for ad creation, which helps you save time, drive better performance, and improve collaboration.”

Similar to media library options in other apps, LinkedIn will now provide a repository for your ad creative, which will then make it easier to reuse and repurpose ad content in new campaigns.

For example:

"You can create up to five ads at once; all you have to do is select the image or video you want to use (or re-use) from the media library and each will become its own ad. Since any marketer with the necessary permissions can access an account’s media library, it also makes collaborating with teammates within a single account much easier.”

Advertisers will be able to access the Media Library within the campaign creation process for single image ads and video ads, though you won’t be able to access it outside of this.

Some worthy additions, which could help to enhance your LinkedIn marketing approach.

You can download a guide to LinkedIn’s Document Ads här, find out more info on setting up offline conversions här, and get more insights into the new Media Library at this link.

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Meta Could be Exploring Paid Blue Checkmarks on Facebook and Instagram

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Meta Could be Exploring Paid Blue Checkmarks on Facebook and Instagram

It seems like Elon Musk’s chaotic management approach at Twitter is having some broader impacts, with more companies reportedly considering lay-offs in the wake of Musk culling 70% of Twitter staff (and keeping the app running), and Meta now apparently also considering charging for blue checkmarks in its apps.

Yes, the Twitter Blue approach to making people pay for verification, which hasn’t proven overly popular on Twitter itself, is now also seemingly in consideration at Meta as well.

According to a new finding by reverse engineering pro Alessandro Paluzzi, there’s a new mention in the codebase of both Facebook and Instagram of a ‘paid blue badge’.

Paluzzi also shared a screenshot of the code with TechCrunch:

That does appear to refer to a subscription service for both apps, which could well give you a blue verification badge as a result.

Mets has neither confirmed nor denied the project, but it does seem, at least on the surface, that it’s considering offering checkmarks as another paid option – which still seems strange, considering the original purpose of verification, which is to signify noteworthy people or profiles in the app.

If people can just buy that, then it’s no longer of any value, right?

Evidently, that’s not the case, and with Twitter already bringing in around $7 million per quarter from Twitter Blue subscriptions, maybe Meta’s looking for a means to supplement its own intake, and make up for lost ad dollars and/or rising costs of its metaverse development.

It seems counter-intuitive, but I guess, if people will pay, and the platforms aren’t concerned about there being confusion as to what the blue ticks actually mean.

I guess, more money is good?

Meta has, in the past, said that it won’t charge a subscription fee to access its apps. But this, of course, would be supplemental – users wouldn’t have to pay, but they could buy a blue checkmark if they wanted, and use the implied value of recognition for their own purposes.

Which seems wrong, but tough times, higher costs – maybe every app needs to start digging deeper.

Meta hasn’t provided any info or confirmation at this stage, but we’ll keep you updated on any progress.



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YouTube Shorts överstiger 50 miljarder dagliga visningar, Meta's Reels dubbelspelningar 02/03/2023

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YouTube Shorts Exceed 50B Daily Views, Meta's Reels Doubles Plays 02/03/2023

Både YouTube Shorts och Meta's Reels görs
framsteg inom den intensivt konkurrensutsatta videoshortssektorn.  

Under Alphabets resultatsamtal för fjärde kvartalet på torsdagen rapporterade VD Sundar Pichai att YouTube Shorts har passerat 50 miljarder
dagliga vyer. Det är en ökning från de 30 miljarder som rapporterades under första kvartalet 2022.

Det är dock fortfarande …



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Podcastmarknadsföringsstatistik för företag [Infographic]

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Podcast Marketing Statistics for Businesses [Infographic]

Podcaster har blivit ett alltmer populärt innehållsformat och tillhandahåller aktuellt material på begäran som täcker praktiskt taget alla ämnen du kan tänka dig.

I själva verket, enligt uppskattningar, över 130 miljoner människor kommer att lyssna på poddsändningar varje månad i USA i år, vilket också kan ge betydande möjligheter för marknadsförare att ta del av denna fångna publik och nå dem med relevanta annonser och erbjudanden.

Om du funderar på att satsa på poddsändning eller reklam för poddsändningar kommer detta att hjälpa. Teamet från Spiralytik har sammanställt en samling statistik och anteckningar om podcastkonsumtion, som kan hjälpa dig att tänka kring formatet.

Kolla in hela infografik Nedan.

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