Criteo Retail Media vs LinkedIn Marketing Solutions

• Intuitive dashboards and reporting
• Custom templates for display media
• Flexibility in terms of setting guardrails for targeting

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• By company and industry targeting means, you can create detailed campaigns specifically targeting an industry you're looking to break into. This allows you to craft a message that resonates with a specific industry or company, rather than relying on an affinity or interest on other platforms.
• Job title or seniority level targeting allows you to refine your target demo to the decision makers. If you have a product or service that needs to go to a c-suite customer, you can target just that group or title. Or, if you know exactly the titles you want to hit, such as Facilities Manager or Human Resources Supervisor, you can craft a message and targeting profile that gets your ads in front of them.
• One of the best ad products I've found is Sponsored InMail. Though it is pricey, it offers a more direct-mail style ad product without the additional hassle of email list rental, mailing service, or similar services. This puts you in the inbox of those you target. Though it is mostly just in the LinkedIn inbox, many people also get a push notification and an email alert from LinkedIn in their email inbox. This is pretty valuable, and the prices aren't exorbitant considering how powerful the targeting can be.

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• Exportable insights at a brand, page, and placement level
• Segmentation API service to better manage first-party data
• Opportunity for non-custom implementation to allow for scalable solutions, such as programmatic backfill

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• New GUI is convoluted and a step backward. In July, the LinkedIn Marketing platform got a facelift. While it looks nicer, cleaner, the functionality is much more confusing. Hiding charts within hover menus, as well as creating new tabs for some things, but not others. Or times when new tabs aren't created and you hit backward, it takes you out of the account altogether, so then you have several clicks to get back to where you were. There's just not a good flow between menus and it makes for a frustrating experience.
• No frame of reference/benchmarks for your reporting: If you're using the self-serve platform, good luck trying to determine what the benchmarks are for your the campaigns you're running. Unless you have a rep that can provide that data, you're up a creek. Maybe you have individual past performance benchmarks, but platform wise they're really nervous about giving those out, and there's not a lot written about it. If you have an account with reps, then they will provide this if asked. This should be built into the platform so you have something to measure against and not just numbers in a vacuum.
• Big budget dependent - I've ran many different sizes of campaigns with a wide range of budgets, and without question, the ones with large budgets with high daily spends do better. If you have a very small budget or need to severely decrease your daily spend, expect much weaker numbers. I've confirmed with reps that yes, decrease in performance for some ad units is completely caused by a decrease in spend or a limited daily budget. Something to consider when deciding whether to market here.
• ABM/List match capabilities limited. While it's great that LinkedIn has a list match capability for target, it is limited. You can target by company or if you have email addresses, you can do that too. but if you have business email accounts, you're out of luck b/c as I'm sure you know, LinkedIn accounts are typically tied to personal email address. This makes B2B ABM targeting campaigns difficult. There's also no visibility into who in your list matched or not, so that you can target appropriately those that did not match, or know who you need to do more progressive profiling on.
• Generally, the capabilities here are about 2-5 years behind the capabilities and offerings you can find at those sites that offer programmatic/display campaigns. Lead gen and lists only happened in the past couple of years. Video happened this year. They're running to catch up with modern ad tech. Just keep this in mind--this is a networking first platform--the ad tech is secondary and slow to add new features.

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• Increased net revenue
• Increased profit
• CTR is unchanged (but this can be improved with better opportunities for targeting)

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• LinkedIn Marketing Solutions has significantly helped our agency to generate leads for our clients, which in turn incentivizes them to spend more on our marketing services.
• Ironically, though, we have not had as much success doing our own LinkedIn advertising for our agency. Clicks have been a little too expensive to get scale from our own marketing budget.

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