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LinkedIn Ads in Marketing Mix Modeling (MMM)
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Written by Konsta Mustasilta
Updated over a week ago

Introduction to LinkedIn Ads

LinkedIn Ads offer businesses a platform to reach a professional audience and achieve their marketing objectives. With its focus on professional networking and career development, LinkedIn provides a range of ad formats and targeting options tailored to different business goals. LinkedIn offers targeting options based on criteria such as job title, company size, industry, seniority, and more. Advertisers can create targeted campaigns to reach their ideal audience effectively.

LinkedIn provides analytics capabilities, allowing advertisers to track the performance of their ads and measure key metrics such as clicks, impressions, and conversions. This enables advertisers to optimize their campaigns for better results.

Ad formats in LinkedIn Ads

Ad formats in LinkedIn Ads include:

  1. Sponsored Content: Sponsored Content allows advertisers to promote their brand, products, or services directly within users' LinkedIn feeds. These ads can include text, images, and videos, providing a seamless and native advertising experience.

  2. Sponsored InMail: Sponsored InMail enables advertisers to send personalized messages directly to users' LinkedIn inboxes. These messages can include rich media, such as images and videos, and allow advertisers to engage users in a more direct and targeted manner.

  3. Text Ads: Text Ads appear in the sidebar or top banner of LinkedIn pages and target users based on their profile information, interests, and behaviors. These ads typically include a headline, description, and image, providing advertisers with a cost-effective way to reach their target audience.

  4. Dynamic Ads: Dynamic Ads allow advertisers to create personalized ad experiences by dynamically inserting users' profile information, such as their name or profile image, into the ad creative. These ads can be highly effective for driving engagement and conversions.

Other key features of LinkedIn Ads

The LinkedIn Audience Network can extend advertisers' reach beyond the LinkedIn platform, allowing them to display ads on third-party websites and apps that are part of the LinkedIn Audience Network.

Data specifications for LinkedIn Ads in Sellforte Marketing Mix Modeling

This section includes standard dimensions and metrics for LinkedIn Ads in the Sellforte Marketing Mix Modeling (MMM) template for online data, which is available here: https://support.sellforte.com/en/articles/6966284-connecting-your-data-with-supermetrics-template-gallery-recommended

1. Global

Dimensions

Metrics

Date

Account ID

Account name

Campaign group ID

Campaign group name

Campaign ID

Campaign name

Campaign type

Campaign objective type

Campaign optimization target type

Campaign cost type

Account currency code

Total spent

Impressions

Clicks

Conversions

Total conversion value

Return on ad spend

Video starts

Video completions

2. Country - Daily metrics

Dimensions

Metrics

Date

Account ID

Account name

Campaign ID

Campaign name

Member country

Impressions

3. Country - Monthly metrics

Dimensions

Metrics

Year & month

Account ID

Account name

Campaign ID

Campaign name

Member country

Total spent

Impressions

Clicks

Conversions

Total conversion value

Return on ad spend

Video starts

Video completions

Likes

Comments

Shares

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