Show Notes: Episode Summary

In this episode of the LinkedIn Ads Show, host AJ Wilcox tackles the challenge many B2B marketers face: transitioning the success of LinkedIn Thought Leader Ads to Company Ads.

Here are the key discussion points:

• Introduction: AJ highlights the common frustration of high-performing Thought Leader Ads not translating to effective Company Ads and sets the stage for strategies to bridge this gap.
• LinkedIn Ads Updates: AJ shares recent news from LinkedIn, including proactive credits for incorrect costs in manual bidding campaigns and adjustments for double-counted EU conversions, praising LinkedIn's transparency and trust-building efforts.
• Listener Shoutouts and Feedback: AJ acknowledges a positive review from Helly Thuy Tien, a paid media specialist from Australia, and answers a detailed question from Caressa Kuk, a lead marketer from the Netherlands, about balancing Thought Leader Ads and Company Ads.
• Strategies for Improving Company Ads:
  • Mention the Company: Have your thought leader reference the company early in the post.
  • Call to Action: Encourage followers to also follow the company.
  • Branding: Add company logos to images or videos in Thought Leader Ads.
  • Storytelling: Use Thought Leader Ads to tell the company's founding or inspirational stories.
  • Retargeting: Create retargeting audiences from Thought Leader Ad interactions and test their effectiveness against cold audiences.
• Optimizing Video Ads: AJ advises targeting viewers who watch at least 50% of the video for retargeting, as this indicates genuine interest.
• Funnel Positioning: Thought Leader Ads are most effective at the top of the funnel but can also be utilized in the middle and bottom stages depending on the strategy.
• Community Engagement: AJ invites listeners to join the LinkedIn Ads fanatics community for access to courses and group calls, and encourages feedback and questions via LinkedIn or email.

This episode provides actionable strategies to enhance your LinkedIn Ads performance and efficiently transfer the success of your Thought Leader Ads to your Company Ads.