What Legal Marketers Need to Know About LinkedIn’s New Advertiser Audience Capabilities

Legal marketers are under constant pressure to do more with less, generate a strong ROI, and prove their value. LinkedIn has emerged as a proven platform that works for law firms and other legal entities. If you’re trying to get a feel for the deeper impact of your campaigns, new enhancements at LinkedIn can help. Their latest product updates are meant to help marketers drive and track conversions on the advertising platform. Keep reading to learn how to take advantage of the updates. 

Understand the New Conversions API

As privacy restrictions and regulations evolve, it’s getting trickier for marketers to measure and optimize campaigns reliably. As third-party cookies become more scarce, it can be difficult to get real clarity and precision on conversions. That’s why LinkedIn has created a new Conversions API (called CAPI). 

Using CAPI, you can choose between direct API integration and partner integration, which offers more flexibility and is helpful for different situations. By using this capability, you can connect both your online and offline data to LinkedIn. This will allow you to see how your campaigns actually influenced the actions that end up being taken on your site. It also factors in sales that happen offline, such as over the phone, or leads collected in person (like what happens at an event). When using CAPI, you have more control over your data, which can be used for more full-funnel measurement, all without cookie-based tracking. Marketers should be looking for future-proof solutions that are privacy-compliant and still provide the data they need, and this is a big step in that direction. Pro tip: you can use the Conversions API with the Insight Tag to get a more complete view of total conversion tracking. 

According to LinkedIn, CAPI delivered a remarkable 31% increase in attributed conversions and a 20% reduction in the cost per action for the 850 beta companies reviewed. 

Website Actions Enhance Overall Measurement

Missed or inaccurately-counted conversions are an ongoing problem for legal marketers. LinkedIn has taken action to help with this challenge, by creating Website Actions. Website Actions simplify the measurement and retargeting button clicks on your website without needing more complex event-tracking installations. 

It can be really frustrating to manually create conversion rules and retarget audiences for each page of your website. Using Website Actions, you can save time and boost performance by capturing actions based on things like page visits, CTAs, and other data. Using this technology, all of this capture happens automatically, without adding even more code to your site. Like CAPI, this feature works even better for advertisers who already utilize the Insight Tag on their website. According to the research from LinkedIn, Website Actions users experienced a lift of 33% in CTR for conversion tracking campaigns and a 31% lift in Website Retargeting campaigns.

Document Ads Enhancements

Document Ads are an important type of ad on LinkedIn. It’s one of their most popular and unique ad types, and now LinkedIn has put effort into making them more compelling. Here are the three updates you should be aware of, according to LinkedIn’s press release: 

1. Retargeting now allows you to engage with customers who have previously interacted with Document Ads, guiding them down the funnel with precision. 
2. Embrace new objectives like website visits and website conversions to drive actions on your landing pages, enhancing your campaign’s effectiveness.
3. You can also opt for LAN distribution to unlock increased delivery and cost-efficiency.

According to their documentation, LinkedIn users employing Document Ads have seen CTRs approximately two times higher compared to retargeting campaigns using lead gen forms. Users say that Document Ads are more versatile than ever with new ways to use thought leadership to generate leads at scale. 

Takeaway: 

LinkedIn is one of the most powerful platforms for legal marketers to master, and the new updates provide more versatility with data options that are better for the future. Log into your Campaign Manager today and start to explore the various features that can be used for your most successful LinkedIn advertising. If you need help making the most of LinkedIn as a lead-generating platform, reach out to us. Our social media experts can help with everything from audience profiles to platform management and thought leadership content.