LinkedIn Adds New Elements to Campaign Manager To Improve Ad Performance

LinkedIn has announced its final feature update for Campaign Manager for the year, with a range of new insight and targeting elements to help LinkedIn advertisers get the most out of their promotions.

First off, LinkedIn recently replaced the “Company Engagement” report with a new “Companies” overview, which now provides more insight into how other companies are interacting with your brand on LinkedIn.

As per LinkedIn:

“Ideal for marketers aiming to refine their strategies, Companies enables you to target your audiences more effectively. With expanded filtering options and the inclusion of both paid and organic metrics, you can tailor your campaigns like never before. Plus, you can save your reports as audiences for future campaigns, making your marketing efforts more precise and impactful.”

The updated report now includes expanded date ranges for your data, up to 90-days, while there are also more insights into both paid and organic engagement.

It could be a handy complement to your existing data sources, helping you to more effectively target the right companies with your outreach.

It’s also rolled out an updated data-driven attribution report, which provides more insight into how specific elements of your marketing efforts influence lead generation.

“[The report] uncovers the most impactful touchpoints in your customer’s journey, helping you understand which campaigns, ads and tactics have the greatest impact.”

LinkedIn’s also added a new “Measurement Insights” tab, which provides overviews of member, company, campaign and ad format data. LinkedIn says that this will help marketers to better evaluate the business impact of their marketing efforts, without juggling between multiple tabs or reports.

Finally, LinkedIn’s rolling out “Qualified Leads Optimization”, which will enable marketers to tailor their campaigns to target leads that meet specific marketing or sales criteria.

“By connecting your CRM via CAPI, you can share examples of qualified leads, and our optimization tool will find similar prospects. Perfect for marketers struggling with low-quality leads, this feature ensures higher conversion rates and reduces wasted spend by focusing on high-quality leads most likely to convert.”

The updates are the latest for LinkedIn’s advancing ad platform, which utilizes both AI and machine learning to improve targeting, and drive better results.

And with LinkedIn also seeing increased engagement, particularly with video content (video viewership on LinkedIn is up 36% year-over-year), there may well be expanded opportunity there, which could make it a bigger consideration for your 2025 planning.

You can check out LinkedIn’s full Campaign Manager update overview here.