Tuesday, August 18

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⚡️ Today’s Headlines ⚡️

👁️ YouTube is changing how it counts views on long-form videos & live streams. Starting August 24, a view will be counted as soon as a video begins playing and there’s no minimum watch time needed.

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✏️ X added text overlays to video uploads. Users of the iOS version of the app can now add the overlays to provide another means to creating engaging video content.

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⬇️ Google lowered its requirements for Search profiles. Brands and creators will now qualify for a dedicated presence with fewer subscribers or followers, as well as have access to expanded alerts for copyright violations.

💡 Today’s Insight 💡

LinkedIn’s playbook on effective ad campaigns

🗞 TL;DR - LinkedIn just released a four-step playbook for improving ad performance including an overview of how to create ad campaigns in the app and notes on audience size parameters, format options, targeting, and measurement processes. We’ve got the highlights for you below…

💡 Insight - Here’s the four steps of LinkedIn’s playbook summarized:

Step 1: Think audience first. Only spend money on reaching the right people. Too narrow and you’ll barely reach anyone. Too broad and you’ll waste budget on people who won’t buy. LinkedIn suggests a target audience of between 50,000-500,000 people will delivery optimal results.

Step 2: Guide decision makers down the funnel. Make sure decision makers know who you are, trust that you’ll deliver value, and have natural opportunities to convert. The 3-stage funnel includes:

1. Awareness - “We exist and we’re credible”

2. Consideration - “We can solve your problem”

3. Conversion - “Let’s talk”

Step 3: Match your format to your funnel stage. LinkedIn identified which formats are best for which stages and when to use them, so check out the full guide. They also recommend warming up cold audiences first with awareness and consideration over 12 weeks.

Step 4: Measure what matters. LinkedIn suggests focusing on metrics connected to your business outcomes to understand the real impact of your marketing efforts. Make sure the following tools are in place to track awareness, consideration, and conversion:

1. Install the LinkedIn Insight Tag - Takes 15 mins with no ongoing maintenance, a tracking pixel to help see which campaigns are generating leads

2. Define your conversions - What counts as a win? Set this up once and every campaign becomes measurable

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