LinkedIn’s new features make ad creation, lead downloads, and finding new audiences much easier for B2B businesses.

Just last month, LinkedIn rolled out 4 new features for marketers advertising through the B2B networking platform.  

These new features on LinkedIn will help marketers maximise their LinkedIn campaigns, including Document Ads, offline conversion data integration, and a new Media Library for storing and sourcing ad content.

Now, let’s discuss each feature in a bit more detail. 

Offline Conversions

Offline Conversions allow you to connect the conversions you track in other tools directly to LinkedIn. Marketers will be able to manually upload CSV files to the Campaign Manager. 

Offline data will automatically be incorporated into your aggregate reporting on conversions. It will also provide a more holistic understanding of your marketing impact on lower-funnel outcomes.

Audience Insights

Free audience insights are now in Campaign Manager. These can help marketers identify who their audiences are, what they’re interested in, and how they’re engaging with other content and topics on LinkedIn.

Audience insights are available for both Matched and saved audiences. It generates aggregated insights based on topics and content they’ve engaged in, but also job titles, years of experience, seniority, location, company name, industry, and more. 

Insights can be used to discover new audiences.

Document ads

LinkedIn will now allow marketers to promote long-form documents direct in user feeds, which can also be made available via sign-up to maximise response data.

Document Ads allow you to promote long-format content directly into members’ feeds where they can read and download whitepapers, case studies, and reports without leaving the platform. 

Marketers can also use a Lead Gen Form to collect leads if you decide to gate your documents.

Media Library

The new LinkedIn Media Library allows you to create ads more easily by storing all of your images and videos in one location. 

Marketers can now create up to five ads at once by selecting the video or image from the media library, each then becoming its own ad! 

The media feature can make ad creation easier, faster, and more collaborative, for small businesses or start-ups. 

Want to learn more: You can read the announcement from LinkedIn here.