Maximize your LinkedIn B2B marketing with Group Identity, Conversions API, and On-Device Experimentation.
With the evolving privacy landscape, LinkedIn is reimagining how businesses can reach buyers through their platform. This led them to begin testing new solutions specifically created for B2B marketers: Group Identity, Conversions API, and On-Device Experimentation.
Group Identity, which was first introduced last year
is a group-based targeting solution that “preserves telegram number database privacy while being purpose-built for the needs of B2B.” With Group Identity, LinkedIn is leveraging their first- and zero-party data, such as title, seniority, industry, interests, etc., to help you reach buying committees, measure your campaign performance, and optimize towards your business objectives.
Since introducing Group Identity last year, LinkedIn reported a 37% higher average clickthrough rate on group-delivered campaigns across channels, like the LinkedIn Audience Network, compared to campaigns targeted at individual profile characteristics. With this success, they’re now enabling Group Identity across the entire LinkedIn portfolio.
LinkedIn also announced that they will soon begin
to test a new Conversions API, which connects how to develop and strengthen internal order? your first-party conversion data to the platform to help you better understand full-funnel performance while having control and flexibility over your data. They’re continuing to invest in privacy-enhancing technologies as well, such as clean rooms, to enable you to gain actionable insights and advanced measurement in a secure environment.
Lastly, LinkedIn revealed that in their Brand Lift and A/B Test products, they are testing On-Device Experimentation, a solution that allows randomization and attribution to be processed via a virtual device to ensure you have access to the insights you need while preserving members’ anonymity.
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Microsoft Announces December Product Updates
Here’s a quick run-through of everything new on Microsoft Advertising.
In their December product roundup, Microsoft usa b2b list Advertising announced the newest ad experiences and features that advertisers and marketers can expect:
Flyer Extensions ad format
This new ad format is now available globally. Flyer Extensions allow you to showcase your image flyers next to Text Ads to increase visibility and improve ad performance. Advertisers are able to create up to five Flyer Extensions per account, and the system will uniformly keep them in the rotation.
This is an example of how a Text Ad is displayed with Flyer Extension on the search engine results page:
Currently, Flyer Extensions are only available for Text Ads, but Microsoft is working on enabling support for sponsored ads within Shopping Campaigns.
Asset Library update
Microsoft is adding a new folder functionality in Asset Library to help you better organize your assets. The update will take effect this December.
Performance Max Campaigns import
After quite some time of waiting, you can now import your Performance Max Campaigns to Microsoft Advertising. This functionality is rolling out to all advertisers over the coming weeks. You can start using it when you see a notification in the top right corner of your screen on Microsoft Advertising online.
Online Conversions update
Microsoft recently launched a new beta for helping you adjust your online conversions after a conversion is recorded. With this new functionality, you can either update (restate) the revenue value associated or delete (retract) the conversion. This is useful in scenarios like returned or canceled orders, partial returns or reduced conversion value, or correcting a data error, allowing you for more flexibility and accuracy.
