Karen Vela | | Analytics | 0 comments
iOS 14 Impact on LinkedIn Ad Campaigns
2 min to read ✭ In this post, you'll learn about the impact iOS 14 has on the different Linkedin Ad Campaign features.
At this point, we have all seen the effects that the new iOS 14 update has caused to the digital advertising world. The update has certainly thrown us a curveball and caused us to make some quick adjustments to our Facebook and Instagram ads, but it is also impacting our LinkedIn ad campaigns. When iOS 14 was released, users were automatically opted out of ad tracking unless they selected to manually opt-in when prompted by their social media apps. This impacted the number of people we are able to reach via digital ads.
LinkedIn Ad Campaign Features Being Impacted by iOS 14
LinkedIn has disclosed which ad campaign features are being impacted by iOS 14. We’ll cover each one below along with the effects.
LinkedIn Audience Network
The LinkedIn Audience Network feature allows advertisers to extend the reach of your Sponsored Content campaigns beyond just LinkedIn users. For example, your content will reach users on third-party apps and sites. Displaying these ads has been reported to increase your reach by more than 25% to your target audience. iOS 14 will cause gradual shifts in the delivery of Audience Network placements. LinkedIn recommends that you monitor these campaigns closely to observe any changes.
Matched Audiences allows you to create custom audiences for your targeting selections when creating ad campaigns. It even allows you to upload your own list of companies or contacts, and retarget users. Because of iOS 14 and the decrease of users that opted into sharing their information with apps, Matched Audiences will be impacted. Advertisers may notice smaller target audience sizes compared to pre-iOS 14 campaigns.
Retargeting is a feature that is used with Matched Audiences. Retargeting allows you to build audiences of LinkedIn members who visited a page on your website, viewed your video ad, engaged with your company page, RSVP’d to your LinkedIn Event, or submitted a lead gen form. The iOS 14 update will also impact this function in the same way it is impacting Matched Audiences. There will be a smaller target audience available to deliver ads to. To combat this, LinkedIn recommends complementing website retargeting with other forms of retargeting. For example, pair website retargeting with video views or event registrations.
LinkedIn Conversion Tracking is an analytical function that gathers insights into post-click and view-through conversions of your LinkedIn ads campaigns. Conversion tracking allows you to measure the impact and ROI of your ads. iOS 14 may cause marketers to notice a decline in conversions. There are no recommended changes to conversion tracking but LinkedIn suggests launching Lead Gen Forms as an additional way to capture quality leads for your organization.