Is it Time to Fire Your LinkedIn Ads Agency? - Ep 66

Опубликовано: 24 Июнь 2022
на канале: B2Linked

Show Resources Here were the resources we covered in the episode:

Episode on average benchmarks to shoot for

Episode on boosting posts

Episode on segmentation

NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox

Contact us at [email protected] with ideas for what you'd like AJ to cover.

Show Transcript Is it time to fire your agency that's managing your LinkedIn Ads? I'm going to walk you through what your agency should be doing on this week's episode of the LinkedIn Ads show.

Welcome to the LinkedIn Ads show. Here's your host, AJ Wilcox.

Hey there LinkedIn Ads fanatics. Because we run a LinkedIn Ads agency, we really get a front row seat into the tactics and management that other agencies are doing for their clients. We get to audit their accounts and take over accounts that they used to manage. We also realize that not everyone is able to work with us. So in this episode, we're going to be covering a lot of what expert management of a LinkedIn Ads account looks like. And of course, if you're an agency, and you're not doing some of these things, take the advice to heart and see if you can improve. A lot of these things are hard lessons that we ourselves have learned over time, and we've even lost clients over. So we're holding ourselves just as accountable to the standards, as well as you and we're trying to always improve. We've certainly learned from some bar mistakes. And that's what this episode is all about. And we hope that this will help you better evaluate the service that you're getting, so that you can get it elevated. And of course, if you're not an agency, if you're managing your LinkedIn Ads strategy in house, I do hope that you'll get some value from this about how you can improve your own strategy as well. And if you think we missed anything here, let us know in the comments, or shoot us an email so that we can include it in future episodes.

First in the news, I got an interesting email from LinkedIn this week that was titled Inaccurate Engagement Reporting for your LinkedIn Video Ads. It says between December 2021, and January 2022, we discovered and fixed an issue that may have affected some metrics for sponsored video ads. Due to a technical error, you may have also viewed inaccurate campaign data for the timeframe of September 23 2021 to November first 2021, we recommend that you consider generating a new report for more accurate metrics. So this is really interesting, what it looks like LinkedIn did is they noticed that there were some over reporting going on in their campaigns. We've seen the same thing from Facebook, so this isn't a huge surprise. But they've now corrected it. And if you've already generated that data, you can go back to those time periods and regenerate your reporting. This happened to probably eight different accounts that we were managing during that time period. So you may want to go take a look at your ad account and see if you had some missed reporting happening during that time as well. We also noticed this week that LinkedIn's new navigation features are back, it doesn't look like anything changed. They took it off the market for a little bit and now it's back on. If you notice any changes, feel free to let us know, but it looks pretty similar to us. Okay, that's it for the news. Let's hit it.

From my experience, there aren't very many add professionals out there with a lot of experience in LinkedIn specifically. And LinkedIn is very much a different beast, it appears quite similar to Facebook in a lot of regards, but the strategies are totally different. So in this first section, I'm going to be sharing a lot of the qualitative nature of maybe how you can feel out how experienced your ad manager is, there are a lot of questions that you can ask and just gauge from their response, how adept they are at it. And I should mention that everyone has to start somewhere. And I'm not saying that you shouldn't work with someone who doesn't have a ton of experience. But I would just hope that you would ensure that you're not paying premium rates for less than premium service. If someone is just dipping their toe in the waters and learning LinkedIn ads, you shouldn't be getting charged rates that are maybe for experienced agencies. First off, you can ask them about their experience on the platform, and just get a very direct answer from them, how many accounts they've managed, how much spend, how long they've been on it. Listen for how they talk about general strategy, how do they talk about how they utilize LinkedIn as different ad objectives? Or how they think about the different ad types? How do they use them strategically? Or how do they use them in tandem with your goals? A really big one is how do they talk about bidding and budgeting? Because those things are really crucial in getting low costs from LinkedIn. Because the network is already so expensive, it's really important to make sure that you're...