LinkedIn published new guidance detailing steps and tactics you can take now to maximize campaign performance in the absence of third-party cookies.
Amid regulatory changes and reduced identifiers, the handbook offers advice on how to meet the demand for personalized ad experiences in a cookie-free world.
Why we care As the abandonment of third-party cookies approaches, LinkedIn’s insights can be valuable in guiding approaches, but it is important to note that advice is published with LinkedIn’s interests in mind rather than solely benefiting brands and advertisers.
1. Create a strong first-party data strategy
LinkedIn recommends establishing a strong framework for collecting and using proprietary data. To do this, the platform suggests using its audience targeting tools, such as Audience Insights and Matched Audiences. Start with a broad approach and A/B test the same ad creative with multiple audiences to make sure your message resonates.
The platform also advises prioritizing building audience trust through clear and transparent messaging about data value sharing, along with easy opt-in and opt-out options as you invest in first-party data.
2. Embrace AI
LinkedIn recommends testing new technologies for scalable targeting and ROI, highlighting its Predictive Audience tool. This feature uses LinkedIn’s artificial intelligence and your data to create highly intentional custom audience segments. While stressing the importance of human oversight, LinkedIn notes that AI and ML capabilities include:
Improved targeting and personalization. Predictive analytics. Real-time campaign optimization. Personalization of the ad based on the behavior and preferences of the different segments.
3. Reevaluate your reporting strategy
To combat the reporting challenges of disabling third-party cookies, LinkedIn suggests reevaluating approaches like last-click attribution, which can exaggerate the impact of activities like search and viewing. Instead, the platform recommends collaborating with sales and finance departments to identify more meaningful metrics.
LinkedIn also advises leveraging CRM data through tools like the Revenue Attribution report to connect marketing efforts with sales success. In addition, the use of proprietary conversion tracking provides information on post-click and post-impression conversions, making it easier to measure ad impact and ROI.
4. Test, learn and win
LinkedIn warns that you shouldn’t assume what worked in the past will work in the future without cookies. Optimize campaigns by testing, learning and winning to reduce costs and stay ahead. Comprehensively evaluate campaign performance, including its impact on brand health metrics. Measure the effectiveness of your brand campaign on LinkedIn by testing brand lift, establishing baselines and optimizing them through A/B testing to improve performance, ROI and valuable insights.
5. Level up by working with a LinkedIn Marketing Partner
LinkedIn has partnered with solution and service providers with specialized capabilities in areas such as predictive audiences and revenue attribution. The playbook offers its practical solutions and case studies to help you implement these features on LinkedIn. Investing in data and resilient solutions now ensures optimal performance in the marketing funnel amid privacy changes.
What LinkedIn says. Brandon Johnson, senior director of marketing at LinkedIn, said in a statement:
“Gartner estimates that by the end of 2024, 75% of the world’s population will have their personal data covered by privacy regulations.” “Taking steps now to invest in data and solutions that are more resilient to privacy changes will help ensure you maximize the performance in the marketing funnel.”
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deep dive. Read LinkedIn’s blog entry in full or download it new guide for more information.
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