Reviews (1-25 of 41)
- Targeting - they have done a great job of allowing you speak to ideal audiences
- Support - dedicated customer service and account advising is always accessible and very responsive
- Curation of professional audiences - one of the biggest advantages to the platform is that its users are for the most part are professional
- Ad management is cumbersome - a bulk editor would be great. Uploading/editing one ad at a time can be very time consuming.
- User Interface - although they have come a long way over the past few years, the UI is still more difficult to navigate when compared to other platforms.
- Budgeting - campaigns can potentially spend up to 20% over your submitted budget so it may be necessary for some marketers to adjust their budget down in the platform. It's a small change that would take the burden off the marketer to allow them to simply set a spending cap.
- Reporting - their reporting features are very limited and performance charts only allow single metric views.
- Competition - there are no insights provided around how your ads are doing vs your competition aside from your costs fluctuating. Even something as simple as "share of voice" would be nice to see.
On the opposite side of that, if a business can afford higher acquisition costs, this platform is likely worth exploring. They offer precise targeting with audiences full of professionals so often the leads are really high quality if you get it right.
- Excellent targeting capabilities.
- LinkedIn reps have been very responsive when we reach out for help.
- LinkedIn has generated some of our best ROAS for B2B campaigns.
- The UI is still a bit clunky, especially compared to other social platforms.
- Organic reporting could definitely improve. Exporting organic data is a huge hassle.
- Reporting customization is fairly limited.
The user interface itself doesn't contain a lot of help/training material, so it definitely takes a bit of trial and error to figure out a smooth workflow within the platform.
- Very simple for the creation of a professional network where you can get a quick interaction with customers and you can build a better B2B connection with any local company.
- It offers the ability to send native ads to the LinkedIn home page of each contact or follower of the page, this helps to get advertising to the hand of customers much faster.
- It allows instant communication with the public that follows the page through LinkedIn direct messages, this helps the attention of each of the clients interested in each advertisement to be precisely and without any type of interruption.
- I believe that LinkedIn Marketing Solutions should offer plans or prices that are much more adapted to reality, and that they can discuss with the competition, because currently the prices offered by this service cause the return on investment to be in a much longer time.
- It is not able to add search filters for those employees who are self-employed, because LinkedIn Marketing Solutions only sends these campaigns to an audience that works in a regular company, leaving aside those who are self-employed.
During my experience implementing this platform, I had several doubts about how to create each of the campaigns and how to expand the advertising throughout the social network, however, the customer service was there to answer my question concurrently.
We make use of LinkedIn marketing tools such as Sales Navigator and most importantly LinkedIn Ads. While LinkedIn Sales Navigator makes social selling across the LinkedIn network easier, LinkedIn Ads. allows us to target specific demographics of the LinkedIn social network.
- Targeted ads - LinkedIn targeted ads. Enable us at the marketing department of my organization to place interesting advertorial content in the faces of LinkedIn users, who fall into the category of our targeted audience and are thus likely to be interested in using our services.
- Sales Navigator - LinkedIn sales navigator allows myself and colleagues to tap into the population of professionals present on the network and increase our sales pipeline.
- Linkedin Company pages - This marketing tool has allowed LinkedIn users to independently discover my company, and by extension discover our fantastic products and services.
- LinkedIn Marketing Solutions ,although effective are way too expensive and can be more competitively priced.
- Geographical targeting in the case of LinkedIn ads can be improved. As an example, LinkedIn currently allows us target cities and countries with our ads.
- There is no way to target specific towns and districts.
- The variety of Advertising campaign goals and mediums is great. You can use LinkedIn ads for building brand awareness with a broad reach, or get very narrow with InMail messages to a targeted list. Ads can be videos, images, personal messages, or just a text ad, all with varying pros and cons, so our clients lean on us for advice.
- Setting up campaigns is very easy. Choose a goal, create an audience, add your content, and off you go. You can preview your ad to see exactly how it will look too.
- The reporting is very expansive, too. You can view traditional metrics like impressions and clicks, but also set up custom goals to track as conversions, see the reach and frequency of ads, video views, clicks or engagement with your LinkedIn company profile, and a lot more.
- Cost per click has tended to be fairly expensive, especially compared to a search ad campaign with Google or Bing, so it's not necessarily to be used in every situation. Our clients typically see a $10-$15 cost per click, and for smaller companies with limited marketing budgets, sometimes that can only get them 1-2 leads per month.
- Audience expansion is one thing that doesn't always play to your advantage. It's supposed to find more people like the people you target in your audience, but it tends to go outside of some very important criteria, such as industry or job title. It makes it hard to make sure you're getting the right traffic or leads while still getting a good scale from the audience.
- Targeted audience (by industry, job titles, company size, etc.)
- Versatile ad options including sponsored content, text ads, and more
- Easy to understand ad dashboard for analytics purposes
- Sometimes the campaign management page is glitchy.
- Integrating the insight tag isn't so clear-cut.
- Pricing. LinkedIn Marketing Solutions is not cost-effective for SMBs who want to use the platform.
- Segmenting the audience - the filters can be fairly comprehensive
- Offering engaging, yet not overwhelming options for prospects
- Ability to drive awareness as well as demand generation
- Reporting can be improved to be able to overlay information and potentially connect back to Salesforce.
- A similar title function - would be great to offer something where you can see similar titles to include in the filtering. So many titles aren't standardized so it could increase the audience size if you could do this.
- Sponsored posts would be a great addition. They may offer this now, but the last time we leveraged the solution it was limited in terms of the functionality and what it would look like on the prospect's feed.
LinkedIn Marketing Solutions shines in its ability to allow our business clients to target other businesses and decision makers, allowing our clients to promote their products to the right people with ease.
- Running B2B ads.
- Targeting decision makers.
- When we first started we got a sales rep from LinkedIn who walked us through the process.
- Our clients reported that inMail got them some good sales leads.
- As a marketer who loves to crunch numbers and find hidden gems of info in data, I feel LinkedIn is still behind other advertising platforms, especially Facebook & Twitter.
- Weak sales tracking across sites compared to Facebook Pixel.
- Very specific audience targeting.
- Easy setup and management.
- Great native B2B targeting that looks professional.
- Setup can be more complex for more sophisticated advertising campaigns and retargeting.
- Not aware of connectivity to CMS.
- Not very deep reporting and insights on the campaigns.
- Robust breakout of targeting options
- Ease of use & setup
- Reach pre-qualified audiences that may not by actively searching for your products
- Cannot use dayparting within interface, would need to use 3rd party software such as adstage, which is additional costs
- Comparatively higher CPCs than search or alternative channels such as Facebook, not crazy about minimum bids
- Not aware of any remarketing options or further audience targeting
- Great professional-based audience targeting
- Great ad formats that are unobtrusive and native in appearance
- Great customer support and feedback for campaign optimization tips & tricks
- LinkedIn's campaign management platform is not very robust.
- LinkedIn's campaign management platform is extremely glitchy.
- LinkedIn's campaign management platform could use more robust targeting options - like more specific geos, more locations, etc.
- Various ad options
- Targeting by geographical locations
- Targeting by job titles
- Targeting by past or present information
- Various extended paid media options
- Connectivity to marketing platforms
- Connectivity to CRMs
- One of the best B2B targeting capabilities.
- Lead Gen Forms work particularly well to generate leads.
- Able to target based on target account lists.
- Advanced targeting AND/OR statements.
- Cost per click is higher than other platforms.
- Reporting capabilities are really lacking.
- UI is not the best.
- Allowed us to tune our targeting options to reach specific groups of LI users - by title, industry, etc.
- Set a budget without long term commitment.
- Allows you to incorporate an (albeit very small) image into your creative copy.
- When we used LinkedIn Marketing Solutions, the reporting was not the most detailed system. The best way to gauge PPC effectiveness is by analyzing data sets, and LinkedIn didn't give us deep insight, considering it was using very specific criteria.
- The image size limitation of 50x50 pixels makes it difficult to create/select a compelling image that matches your ad content.
- Price. It was very expensive to do LinkedIn advertising compared to other options.
- 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.
- The Campaign Manager is not good. It seems like the Campaign Manager (where you create and manage your self-serve ad campaigns) is buggy and doesn't have a good flow. Contrast with FB Ad Manager of the Google AdWords/Ads interface, which has a much more simple process to create and edits campaigns, ad groups, ads, keywords, audiences, budgets, etc. LinkedIn Campaign Manager seems to actively work against you trying to make changes to your campaigns.
- LinkedIn Campaign Manager offers three options: sponsored content, InMail, and text ads. LinkedIn used to offer other ad services that you couldn't access unless you had a "managed ad account" run by LinkedIn Staff with a dedicated monthly ad spend. It seems most of those "hidden" features have disappeared, though you still have to contract with LinkedIn to offer dynamic ads. It would be better if LinkedIn empowered marketers to create the ads they want. (Perhaps with a dedicated acct. manager like how Google Ads works.)
- This is silly, but it isn't easy to navigate to Campaign Manager. I have a bookmark for Campaign Manager because if you want to click there through LinkedIn, it takes 2 or 3 different screens to get to Campaign Manager. In my opinion, when you click the "Work" dropdown from the LinkedIn header (by your profile picture) you should have a link to Campaign Manager.
- LinkedIn, in recent months, has made substantial changes to the Ads platform and Campaign Manager. Though these changes work to address some of the above issues, LinkedIn still has quite a ways to go before their platform is on par with their competition.
- Targets the exact right audience for your B2B messaging: you don't have to guess based on likes or any other periphery data to determine whether you're reaching the right audience - you can hit by job title, years of experience, job function, seniority, and other great ways to ensure precision delivery to the correct audience.
- Offers a helpful variety of ad units that are great for different types of campaigns to make sure you're reaching your audience in the right format for the ask.
- Self-service platform now for all ad units, enabling you to take control of your LInkedIn marketing with a hands-on approach.
- 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.
I've yet to see LinkedIn Marketing Solutions being very good for lead gen, despite being a big part of the platform's offering. I've done it for several clients and it just hasn't produced good results. I also think that while InMail looks and sounds great on paper and in theory, there too have I ever seen much success. It's not surprising since I rarely look at them when they're sent to me personally. The really odd thing is that they seems to know this, because reps have typically steered me away from any type of ad unit other than sponsored content.
- Lead Forms: LinkedIn Marketing Solutions offer lead forms, which auto-fill the prospect's information into the form instead of rerouting them to a landing page. This seriously reduces the friction involved in collecting leads and lowers the cost per lead.
- Support: Our enterprise rep is incredibly helpful, reviews our ad stats with us, and makes recommendations on how to improve.
- Lead Quality: The leads we are generating via LinkedIn marketing are unrivaled & quick to close.
- UI: While they are consistently pushing updates, the LinkedIn Marketing UI still has room for improvement. It's reporting is sparse, and I frequently receive error codes while trying to create and execute campaigns.
- Lack of Integrations: LinkedIn Marketing tends to guard their API, making it difficult to import your data into other reporting tools like Hubspot.
- CPL: The average cost per lead on LinkedIn is $200, which is extremely high compared to Facebook and other social platforms with marketing capabilities. I'd only recommend using LinkedIn Marketing if you're selling a high-value B2B product.
LinkedIn Marketing is worst for: B2C companies that are marketing a low-value product, marketing teams that aren't tech-savvy, or a marketing budget below $5K.
- Highly targeted traffic - LinkedIn is a great resource for B2B companies
- Lead Gen Forms - LinkedIn enables advertisers to place lead forms as in the advertisement itself
- InMail - you can send targeted messages to user's inboxes to promote whitepapers, guides, and other information of value
- Cost - the CPCs and cost per send (with InMail) is more expensive than that on alternative social platforms
- Direct Response Marketing - LinkedIn doesn't seem to perform well if the goal is to get users to buy something, the platform seems more suited for brand awareness and lead generation
- Analytics platform - the main KPIs are provided; however, it is hard manipulate data and see low level information on campaigns
- Ad creation tool - it feels very dated, it is slow and clunky, lacks many features
- Position ad content in front of our LinkedIn audience
- Easy to understand user interface
- Ability to schedule content
- Tracking and reporting on engagement and conversions
- Understanding how to reach your targets can be difficult
- LinkedIn targets other professionals incredibly well, it is by far the best targeted paid advertising we do.
- Engagement rates on LinkedIn are typically higher than any other social media platforms.
- InMail allows us to contact prospects directly with a picture and personalized message, the extra personalization features go a long way.
- LinkedIn has a relatively limited audience size when compared to other social media platforms.
- There is a large group of LinkedIn users that create an account and never return, but messages still hit their inboxes.
- LinkedIn targeting by job title can be limiting, as they set a hard limit on targeted titles per campaign.
- Targeting and segmenting - target only relevant people
- Ease of use - very easy to learn and use
- Tracking and analysis - we can understand ROI and effectiveness of the ads
- Cost! It costs a lot more than PPC and every lead we get is very expensive, so you should make your considerations well
- Integrate with HubSpot Ads - we use that and it would be great to have an integration so we can really measure and assess the campaign in an integrated way
You can generate high quality leads using sponsored updates and also Sponsored InMails - a relatively new product by LinkedIn. We find that there isn't another advertising platform as good as LinkedIn in terms of targeting professionals.
- Be really specific with your targeting - target specific job titles, companies, seniority etc
- Easy to use platform - anyone can start an ads campaign within minutes (provided that you have your content assets ready)
- The analytics you get for your ad campaigns are really helpful and linkedin also often sends you optimising tips
- Lack of support. The only way to contact LinkedIn is by submitting a ticket and sometimes LinkedIn takes days to get back to you
- Some limitations with your targeting. You can only target up to 100 companies with each campaign (if you choose to target by company) and you have to have at least 1,000 audience.
- PPC can be quite expensive
LinkedIn Marketing Solutions Scorecard Summary
What is LinkedIn Marketing Solutions?
LinkedIn Marketing Solutions is a recently (2015) expanded marketing platform for reaching audiences through the popular Linkedin work-oriented social network that includes modules like the Lead Accelerator (supporting segmentation features to improve conversion), Sponsored Updates, LinkedIn Onsite Display, LinkedIn Network Display, and Sponsored InMail. While still at its core a social marketing engine, Linkedin Marketing Solutions now presents a more comprehensive B2B advertising platform. The Linkedin Text Ads module supports both pay per click (PPC) and cost per impression (CPM) pricing models.
The platform is used by many well-known companies, including Adobe, Citi, General Electric, HP, and many others. It integrates technology from Bizo, a company and platform acquired by LinkedIn in mid-2014.
LinkedIn Marketing Solutions Technical Details