In my previous article, “Linkedin Ads finally open to multiple languages“, I had the chance to talk about potential improvements related to Linkedin Advertising service. I had some very nice feedback and questions from you, so I decided to go deeper on Linkedin Ads and make a list about the 10 most urgent improvements that LinkedIn should take care of.
1. Can’t duplicate AD from a campaign to another one
Ok, maybe Linkedin Ads service is used for small-marketing campaigns, maybe you’ll leverage it just for branding purpose or – who knows – many of us want to upload just a few ads. BUT. Why don’t they let me duplicate ADS quickly from a campaign to another one? It would be so damn useful, it would save so much time… I’m not asking an AdWords-like management system, but even Facebook ADS allows this kind of task…
2. Can’t copy and paste a list of Groups or Roles while targeting
As a direct consequence of the previous point, you have to play a bit in order to set-up a Linkedin campaign. Moreover, when you need to create more campaigns and target them by using a list of Groups or Roles, you’ll find out that no “copy and paste” is allowed. Oh yes, you got it right: you have to insert groups and roles one by one. This is something literally crazy if you’re in need of multiple campaigns with the same groups targeting but different locations…
3. Can’t link Groups and Roles targeting with an “OR”
Once upon a time… I was setting-up an ADV campaign targeted on Asia region. Got it. Just selected tons of groups and tons of roles. Good. Then I double-checked the total number of users reached, and I couldn’t believe my eyes: only 10.000 people! The actual problem is not much that Linkedin (by default) use an “AND” parameter to mix Groups and Roles. The REAL problem is that you are not able to change this “AND” into an “OR“, so you can’t catch all the people you’re interested in. Just to let you know, the same issue can be found on Facebook ADS.
4. 10 countries limit when choosing sub-geo targeting
The geo-targeting system of Linkedin Ads is quite interesting, as you’re able to select a whole Region (splitted by Africa, Antarctica, Asia, Europe, Latin America, Middle East, North America and Oceania) or select just one of them and choose specifics countries. I’ll tell you more: once selected a specific country you can be even more specific with sub-regions. That’s amazing. “BUT“, again. There is an awkward limit, as you can select up to 10 sub-options for geo-targeting. Just cannot understand why! Please, let me choose as many countries as I need…
5. Limited number of Roles and Groups while targeting
As already explained on point2, you’re not able to copy and paste a list of items. Weird. What I find really constraining is also the “limited” number of Groups and Roles that you’re allowed to use while targeting your audience. I know that this limit is quite high (100, to be precise) and maybe the sane-minded people will never reach it, but I had to leave out many items while creating my online campaigns. And probably you’ll be forced to exclude groups with a low number of users, even if they sound that interesting to you. But you’ll go for bigger ones, so as to catch as many people as you can. What a pity.
6. Confusing suggestions when adding Groups or Roles
While you’re adding items to Groups or Roles, in order to better target your audience, Linkedin Ads will suggest you some interesting related items. And that’s good. The bad news is that these displayed suggestions include also already added items. You click on them, and nothing happens. At all. This is just confusing.
7. Can’t delete an AD while it is under review
Ok, it is not something you can’t live without, and from some points of view it can make sense, but: why I’m not allowed to delete an AD that is actually under review? Dear Linkedin, I know you’re staff is working on my AD and people shouldn’t be interrupted while they’re working, but maybe I’ve just changed my mind. Maybe I’ve found that this specific AD is terrible, and I just want to delete it, now. Please let me do it.
8. Budget constraints
This is something I was talking about on my previous article. There are two kinds of budget constraints: the first one is related to the minimum CPC (cost per click) fixed at 2 US dollars. I just find this thing unbelievable, expecially if you compare the minimum bid of other advertising services, that is much more flexible. The second constraint is about the minimum budget for each ADV campaign, that starts at 10 $. It is more reasonable, but I think it’s still to high when a Small Business wants to make some ADV test and need to rollout some campaigns.
9. Can’t change Campaign language
Now that Linkedin Ads supports multiple languages, we find that it isn’t possible to change a specific campaign language. That means: ads will be refused if written in the wrong language. And more: you have to create multiple campaigns if you need to reach out people who speaks different languages. Once again, not good for small advertisers.
10. Campaign name is missing when editing AD
Not a major update (and this is why it could be fixed soon), but while you’re editing an AD, the page doesn’t display the actual name of the campaign you’re working on. It should be useful to always have a clear view about what you’re working on!
LinkedIn, LinkedIn Ads, Small Business, SMB, Social Media Marketing