Using LinkedIn’s Newest Product – Lead Ads
I learn about new ad products when they show up in the dashboard and I was really excited when this one showed up: LinkedIn Lead Ads. The reason I am so excited about this is that I have had a lot of success running B2B campaigns with Facebook Lead Ads.
The YouTube Video screencast of this article is posted here: https://youtu.be/VTU7Sx2Xj0c
Setting it up
There is not a lot different from Facebook’s setup but there are a few crucial differences. You create a bunch of Forms in the Configure Form menu and then you can attach them to specific ads you run.
This is a set of the questions that you can create for use. Again, nothing all that unusual.
One nice lifestyle feature is that you can do this within the main dashboard. There is a bizarre UI flow in Facebook Lead Ads – I cannot look at a Form unless I create a copy of it in the Form Creation menu in Power Editor. If I have multiple Forms and want to check which one has which, this is kinda annoying. Luckily, LinkedIn lets you open an existing Form and look at it without having to go make a copy.
Attaching it to an Ad
Interestingly enough, an ad that can be customized so that it does leadgen and drives website traffic. The ad is still the same.
Under the Ads page, you can look at your ads and you will see a panel that says Lead Gen Forms. Click on that and for each ad you can attach both a Call to Action and a form.
An annoying thing is that once you save the ad you can no longer disassociate the ad and the form. You may have to create a brand new campaign, find the exact same sponsored story and then reassociate it to a new form.
Why it matters
The reason people mostly point out is that the native experience that you can get from using them is better. You do not wait for a web page to load which means you do not have to worry about page load times and stuff like that. I remember bruising conversations with developers at my old company where we put page load times as recorded by Google Analytics, a notoriously bad metric, on our daily dashboard as a KPI.
But I think more importantly, Lead Ads better help the marketer compartmentalize customer acquisition iteration. If you are a startup marketer, the speed of your testing comes frequently into conflict with the speed with which your web designers can iterate on the landing page. There are a lot of moments when I have to work around restrictions imposed from the slowness of the development cycle.
Lead Ads let you can do more without having to involve other parties, taking landing pages out of the equation. It is not perfect – a Lead Ads form is nothing like a big, beautiful landing page equipped with a lot of engagement (like a calculator or some other web tool) – but for marketers like myself it gets the job done. It helps keep the flow of iteration going, and leads you to hitting on what works much faster.