LinkedIn has quietly rolled out a significant update to its advertising platform, introducing a new tab that provides expanded company engagement reports. This update offers advertisers more granular insights and flexibility in analyzing their campaign performance across different companies.
Key Features of the Update:
Universal Campaign Access: Engagement data is now available for any campaign, not just those based on company list uploads.
Flexible Filtering: Advertisers can use multiple filters, including company size, to refine their data view.
Expanded Time Ranges: The previous 90-day limit has been extended, offering 7, 30, 60, and 90-day views.
Increased Company Visibility: The new feature allows visibility into more companies than the previous demographic report.
Custom List Creation: Advertisers can save new lists based on created filters.
Easy Access: The new feature is located under the "PLAN" section of the platform.
Implications for Advertisers:
- Enhanced Targeting: With more detailed company engagement data, advertisers can refine their targeting strategies.
- Improved Performance Analysis: The ability to view data across various time ranges allows for more comprehensive performance evaluation.
- Better Account-Based Marketing: Expanded company visibility supports more effective ABM strategies.
- Time-Saving: The option to save custom lists based on filters can streamline future campaign planning.
Looking Ahead:
While this update significantly expands reporting capabilities, some users have noted a desire for manual data setup options. As LinkedIn continues to refine its advertising platform, such features may be considered for future updates.
This new company engagement reporting feature represents a substantial improvement in LinkedIn's advertising toolkit, offering advertisers more detailed insights to inform their B2B marketing strategies.
