What’s new with marketing on LinkedIn

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Accelerate is an AI-driven, objective-based campaign tool that merges LinkedIn’s professional data with your own (like retargeting or company lists) to pinpoint high-intent audiences. By introducing additional objectives, ad formats, and new audience inputs, you’ll have more ways to spark meaningful engagement and boost performance.

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Brand Lift Testing is now stronger, thanks to multi-question surveys within a single impression and a new approach that favors clicks over pure reach. These changes encourage deeper engagement, leading to richer data on brand awareness, consideration, and recall. If you’re looking for stronger proof of brand impact, these updates can help deliver it.

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The newly enhanced Campaign Manager streamlines your entire advertising journey, from planning to measurement, so you can act quickly and effectively. Whether you’re exploring audience scenarios with Media Planner or duplicating ads across multiple campaigns, these tools reduce manual work and complexity. Meanwhile, Dynamic UTMs are automatically generated to keep tracking consistent and effortless.

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Discover a new way to understand how companies interact with your brand on LinkedIn. Introducing Companies, your enhanced engagement hub that replaces the Company Engagement Report with more robust features designed to help you grow your business. Gain valuable insights into engagement levels—low, medium, high, and very high—and 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.

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Uncover the most impactful touchpoints in your customer's journey to maximize your ROI. Our new data-driven attribution model in Campaign Manager goes beyond last-touch models, providing insights into all marketing efforts that influence online lead generation. Understand which campaigns, ads, and tactics have the greatest impact, and allocate your marketing spend more efficiently.

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Elevate your lead generation efforts by focusing on what truly matters—qualified leads. Introducing Qualified Leads Optimization, a new way to optimize your campaigns towards leads that meet your specific criteria for being marketing or sales qualified. By connecting your CRM via CAPI, you can share examples of qualified leads, and our optimization tool will find similar prospects. This ensures higher conversion rates and reduces wasted spend on unqualified leads.

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Whether you're looking to cultivate brand authority or engage with professional audiences, sponsoring member-authored newsletter articles gives you an edge by promoting authentic, high-value content. With the ability to serve these ads across the LinkedIn feed and Audience Network, advertisers can extend their reach amongst prospective audiences while helping thought leaders grow their Newsletter subscriber base.

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Managing invoices has never been easier than with our enhanced self-serve invoicing experience. From applying for monthly invoicing to editing invoice setups, everything can be done seamlessly in one place, giving you complete control over your billing process. Forget about repetitive forms and endless billing support tickets—apply once, add accounts, and start serving ads immediately.

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Streamline your conversion tracking process, eliminating friction and simplifying activation from Campaign Manager. As the deprecation of third-party cookies approaches, these CAPI enhancements offer a robust way to maintain and enhance your marketing signal strength.​

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Boost awareness and engagement before, during, and after your events, ensuring that every moment counts. With this powerful tool, you can drive discovery and registrations effectively, increase live views, and build retargeting audiences to nurture leads long after the event concludes.

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Transform your best-performing organic posts into powerful lead collection tools with just a few clicks. You’ll be able to quickly convert organic content into ads that capture accurate lead information directly from your audience’s LinkedIn profiles, driving demand and growing your business efficiently.

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Amplify the distribution of your organic Articles and Newsletters published natively on LinkedIn, reaching professional audiences on and off LinkedIn more effectively. Promote your best Articles and Newsletters to inform and convert your readers into high-quality leads by gating your long-form content with prefilled Lead Forms.

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Sponsor content from your company's employees or any LinkedIn member within your 1st and 2nd degree connections. Whether repurposing content from recent events or amplifying the voices of your key thought leaders, these enhancements ensure your message resonates with the right audience.

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Available within the media library, advertisers can select from a vast pool of Shutterstock images for their single image ad campaigns.

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Leverage LinkedIn's advanced algorithm to dynamically adjust bid prices for your Sponsored Messaging campaigns. This automation ensures that advertisers' budgets are utilized as efficiently as possible, maximizing the volume of messages delivered within the allocated budget. The intelligent subject lines feature uses AI to generate compelling subject lines for Sponsored Messages.

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With new features such as immersive ad experiences, event discovery, registrations, and viewership will see a significant boost. By increasing engagement and click-through rates these features offer advertisers high ROI opportunities for their event strategies.

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We're giving advertisers the ability to amplify their existing LinkedIn articles in a way that renders exactly how they render organically in feed today: as an external article post. Sponsored LinkedIn articles are long-form, blog style content that are written on LinkedIn and have a LinkedIn URL.

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Leverage influential and trusted advocates for your brand, including customers. ​Unlock additional use cases for Thought Leader Ads such as customer testimonials and influencer marketing. We're expanding Thought Leader Ad's capabilities so that advertisers can sponsor content from any member – not just employees – for any Page or Showcase Page that they manage.

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Having to manually create UTM parameters is time consuming, inefficient and prone to errors.​ Our new process makes it easier, which means you'll have more effective measurement. And since UTMs do not leverage third party cookies or IP addresses, they provide a stable measurement tool.​

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Capture leads directly from boosted Page posts. You'll no longer need to recreate the post as an ad in Campaign Manager, which helps you save time.

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With CAPI, you can choose between direct API integration and partner integration, offering flexibility for your specific needs. Even if you have hesitations about installing the Insight Tag due to privacy concerns, CAPI provides a privacy-compliant and future-proof solution. It's ideal for businesses with complex tech stacks, existing Insight Tag users, or those looking for more data-sharing control and flexibility in the face of upcoming privacy changes.

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No longer do you have to worry about missing or inaccurately counting conversions. Website Actions simplifies your advertising journey, as it enables you to measure and retarget button clicks on your website without the need for complex event tracking installations. It seamlessly captures actions based on CTAs, page visits, and data automatically, without the hassle of additional on-site code.

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We're thrilled to introduce three groundbreaking enhancements to Document Ads that will revolutionize your advertising strategy. These new feature will help you retarget, choose campaign objectives aligned with your goals, and achieve a superior ROI. For demand generation customers armed with sales collateral like white papers, one-pagers, and ebooks, these enhancements are a game-changer. Choose from a range of campaign objectives that align perfectly with your goals, driving better ROI. You can also opt for LAN distribution to unlock increased delivery and cost-efficiency.

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With scheduled posts, you can select the specific date and time for your posts to go live, making it easier to share with your audience. And with our latest job posting feature, you can choose to share open roles as an automatic post to your Page, helping you reach more candidates.

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Audio Events allow you to engage in live, audio-only conversations with your community directly from the LinkedIn interface, no 3rd party broadcasting tool needed. Host interactive discussions with a professional audience from all around the world.

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You can now follow other Pages to increase your brand’s share of voice. Follow other Pages to curate your own feed of content and easily interact with other organizations’ content on behalf of your Page.

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AI-powered precision that refines your first party data, resulting in a remarkable 21% reduction in Cost Per Lead. Our AI effortlessly identifies high-intent audiences, connecting you with vital buying groups, even in a dynamic privacy landscape. LinkedIn's predictive AI modeling helps you engage with the most relevant audience segments.

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Discover insights that transcend typical lead tracking, and see the true synergy between marketing and sales. Witness LinkedIn-influenced deals with 2x larger deal sizes, as this groundbreaking report leverages CRM data to illuminate LinkedIn's impact on crucial sales metrics like revenue, pipeline, and ROAS. Embrace the wealth of insights that lie within the entire customer journey.

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LinkedIn's collaboration with VidMob, experts in crafting and optimizing tailored LinkedIn Video Ad creatives, integrates AI-driven campaign optimization. Boost brand memorability and increase sales by up to 10 times, as indicated by the B2B Institute.

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Forge authentic connections through trusted voices, boosting CTR by 1.7x and engagement rates by 1.6x compared to single-image ads. By sponsoring your thought leaders' content, you not only enhance brand equity but also cultivate credibility and foster a community. This sets you apart in the B2B landscape, where 90% of decision makers value referrals from trusted sources.

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See how different ad formats, messaging, and targeting affect your performance.

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Boost your advertising performance on the LinkedIn Audience Network while customizing your brand safety guardrails.

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Check your brand’s performance against competitors through follower and organic metrics.

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Buyers can now easily discover your products by searching directly in the search bar on LinkedIn.

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Members can easily find and subscribe to your Page’s newsletter on LinkedIn, an increase discovery outside the LinkedIn platform with new SEO settings.

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See how different ad formats, messaging, and targeting affect your performance.

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The Revenue Attribution Report allows you to track leads influenced by your LinkedIn marketing efforts all the way down the funnel

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Help visitors understand your organization’s priorities. Upload meaningful content, including reports, certifications, articles, blogs, and videos to show your authenticity.

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Drive the conversation you want on your brand’s post. Pin any comment to the top of the thread to guide the conversation on each post.

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Turn text and links into a visual experience that captures attention. Emphasize your message and desired call-to-action with customizable formats.

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Media Library lets you create five ads at one time by selecting five images or videos in the media library during campaign creation to give your campaign more exposure and opportunity to optimize.

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Build awareness and collect quality leads at scale while establishing yourself as a thought leader. Learn how much of your document is read and downloaded to inform your strategy across all phases of the marketing funnel.

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Make more informed decisions in a cookieless environment by utilizing down-funnel performance insights to inform your campaign strategy, optimization, and budgeting.

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Improve targeting with deep, actionable understanding of your audiences’ interests, locations, professional attributes, and companies.

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With Lead Gen Forms on Pages, you’ll be able to select from four different “calls to action,” add custom text, and collect key member information on an auto-filled form, so that you can start a conversation.

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To help you grow your brand’s reach and join more conversations that matter, you can now react or comment on any post in the feed on behalf of your Page.

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You can now reach more professionals with your content. With Boosting for Events, launch a boosted campaign directly from your LinkedIn Event page in just a few clicks

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Scale your rich, immersive Carousel Ads to the LinkedIn Audience Network and reach more targeted professional audiences on trusted apps and sites to boost campaign performance. 

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Get full price control over your ad campaign to ensure great campaign ROI. With automated cost cap bidding, you can set your maximum cost per key result (like CPL) and let our bidding system deliver as many results as possible within your campaign budget and objective, at or below that price point.

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We've redesigned our product experience to measure conversions. Our new experience provides step-by-step walkthrough to set up our Insight Tag, better guidance and easier creation of the Insight Tag. You can find this new experience by logging in to Campaign Manager.

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Measure the impact of your ads more simply with our enhanced Google Tag Manager integration.

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Building on LinkedIn Articles, which allow you to connect with audiences through long-form content, you can now immediately grow a subscriber community around topics that matter most to your brand.

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Save time prioritizing and customizing company-level engagement data and support offline workflows with new reporting capabilities.

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With the new left-hand sidebar, advertisers can quickly toggle between accounts, instantly locate account assets and settings, and of course, plan, execute, and test their campaigns.

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Continue the conversation with target audiences that are engaging with your Single Image Ads.

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Easily publish long-form content from your LinkedIn Page, with rich media, links & pull quotes, and start a conversation with your community in the comments.

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Sponsor your stream to a targeted audience, auto-notify Page followers when your event goes live, and easily leverage the replay to continue getting views and engagement.

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Increase your brand’s awareness by efficiently reaching and maximizing your ad’s exposure to new and relevant audiences.

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Gain insight into market sentiment of your ads and brand, then optimize your campaigns based on the statistically significant data.

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Get your business in front of a larger professional audience beyond your Page followers with just a few clicks and a credit card.

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We’ve made it easier to see how your LinkedIn Page is performing, whether organic or paid, now also on mobile.

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Amplify your LinkedIn event to maximize attendance with Event Ads.

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View predicted reach and frequency of your ads in the Forecasting Tool.

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Confidently broadcast your next LinkedIn Live stream using your streaming tool of choice, like Zoom or Webex.

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Foster employee advocacy with a trusted, employee-only space on LinkedIn. With our new curation features on “My Company” tab, you can amplify your talent brand by recommending organic posts and content to your employees and measure engagement with “My Company” tab analytics

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Tap into your product community to generate high quality leads. Spotlight product endorsements and testimonials by your users, and generate leads with a custom call-to-action button.

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LinkedIn Live users can now enable auto captions for content in English Audio at the start of their broadcast via supported streaming tools.

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To give your ABM strategies a boost, we’ve added a breakdown of which companies matched to a Company Page and which are unmatched.

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We are introducing Job Applicants analytics for the Single Job Ad directly within Campaign Manager. Using this new report, you can now see the downstream impact of your talent media campaigns with new metrics like # of job applicants and cost per job applicant.

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We’ve improved member visibility into why they see ads and giving easier access to ad settings control​ through the LinkedIn feed.

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We’ve recently ramped a new baseline frequency cap for Sponsored Messaging. Members are now eligible to receive an ad every 30 days (previously 45).

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Lifetime Pacing predicts platform activity over the entire duration of a campaign, optimizing budget distribution and spend. Get started with Lifetime Pacing by selecting a budget-schedule combination in Campaign Manager.

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Looking to use more of your creative assets? You can now use square (1:) and vertical (9:16, 2:3, 4:5, ) single image in the Feed with a full edge-to-edge experience (without any gray bars).

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With Single Image Ads, you can now get your LinkedIn Event in front of the right professionals and hard-to reach audiences. To help prove campaign ROI for your event spend, we’ve introduced new event-specific reporting metrics including event, click, and view registrations.

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The ‘Ads’ tab on Pages is now a feed content filter. It gives members increased transparency into advertising on LinkedIn by displaying all Sponsored Content ads shown to one+ member in the past 6 months.

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When you add a destination URL to your Sponsored Content ads, our system automatically transfers the image and text from this URL. Now, you can pull new images and text from the URL and adjust it later.

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Introducing updated budget-schedule combinations in Campaign Manager, backed by lifetime pacing, which will help you drive more stabilized cost per results and improved campaign ROI.

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The character count limit for hidden fields on Lead Gen Forms has been increased from 100 to 250 characters to accommodate longer campaign UTMs.

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You can now specify a target cost per result for your ad campaigns (CPC, CPM, CPV). Try target cost bidding if you want more cost predictability.

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With a new "View only" mode, you can now click through and explore the Conversation Ads that are live in a non-editable, interactive way.

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Company Growth is a new targeting facet that lets you target companies by their rate of growth year over year.

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Company Categories is a new targeting facet that lets you target curated lists from well-recognized publications like the Fortune 500, and more.

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Better organize your LinkedIn campaigns by removing extra or unnecessary Sponsored Content ad creatives from your library.

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Choose one of our new in-product templates in Campaign Manager to create your Conversation Ads faster.

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View a consolidated list of the creatives that Lead Gen Forms are associated with by clicking on the 'Associations' column on the "Lead Gen Forms" tab in Campaign Manager.

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You can download leads from the reporting page by choosing the desired campaigns and selecting the ‘Leads’ report option in the CSV export dropdown.

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Use our new Member Trait Audiences to reach more people like frequent travelers or those who recently used a desktop or laptop.

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You can now create video ads with aspect ratios 1:1 to 9:16 directly in Campaign Manager. Leverage your full library of video assets now.

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The "Show in Feed" Preview is new and improved. Use this new preview to see exactly what your ad will look like.

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You can now select your desired thumbnail before your video ad plays to capture the essence of the video.

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We’ve introduced new features to help you engage with your community in more personal and interactive ways. These include Invite to follow, LinkedIn Live integration and new posting options.

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You can now edit many more parts of your Lead Gen Form post-launch. To get started, click the ‘...’ button on the Lead Gen Form menu and select edit.

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We've integrated Bing data to make our geo-targeting even more powerful. You can now target hundreds of thousands of new geo locations to reach audiences that matter most to you.

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