LinkedIn Launches New Boost Campaigns

LinkedIn Boosts Transform Content into Lead Generation Ads

The new boosting option focused on lead generation allows companies to acquire leads directly through sponsored posts. This feature builds upon LinkedIn’s current reach by transforming standard content into advertising that can reach audiences beyond one’s followers.

“LinkedIn members interact with company pages more than 2 billion times monthly, gaining professional insights and staying informed about industry trends. With the introduction of post boosting for Lead Generation, you can transform your content into advertising and use first-party data to acquire high-quality potential customers, thus expanding your reach beyond existing LinkedIn page followers,” states the official announcement.

Main advantages of LinkedIn Boost campaigns:

1. Expanded audience reach: The feature enables companies to reach a broader audience without complex campaign setup.
2. First-party data collection: Through LinkedIn lead generation forms, you can collect valuable contact information, improving lead quality.
3. Straightforward boosting process: Setup is straightforward, making it ideal for quick campaigns or teams with limited time.

How to boost posts on LinkedIn

1. Select the post you wish to boost from your LinkedIn page feed.
2. Set your budget, targeting preferences, campaign objective and duration.
3. Complete the lead generation form template and launch the campaign.

LinkedIn provides several objectives for boosting: more views, higher engagement or lead collection. If your main goal is contact acquisition, select the “Get more leads” option to collect contact details for targeted campaigns.

Targeting options and audience

When setting up a boosted post, LinkedIn offers audience templates:

• Profile-based targeting (by job position, seniority, industry)
• Interest-based targeting (e.g. groups)
• LinkedIn Audience templates
• Saved templates from previous campaigns

For e-commerce brands in the European Economic Area (EEA) or Switzerland, LinkedIn will remove the group members attribute from targeting from May 2024.

You can further expand audience reach by enabling Automatic Audience Expansion and including LinkedIn Audience Network. After defining your audience, set the campaign start and end dates and add a budget for the entire period.

Lead Gen campaigns require a form where you can choose a template with personal or work email, add privacy policy URL and, if relevant, add CTAs for articles or documents.

Billing for boosted posts is managed through Campaign Manager, where you can choose from ad accounts assigned to the page. If you don’t have an ad account, LinkedIn will automatically create a new one.

Evaluating results

Boosted posts create a new campaign in your advertising account, named according to the format “Boost_Post”, campaign objective and boost date. You can monitor campaign performance or adjust its settings directly in Campaign Manager.

LinkedIn also allows editing of boosted posts, meaning you can fine-tune messaging or targeting without creating a new campaign.

LinkedIn Boost campaigns simplify creating lead generation advertisements but offer fewer customisation options compared to complete campaigns in Campaign Manager. It’s a tool for e-commerce brands seeking a simple, quick path to Lead Gen on LinkedIn without complex campaign setup.

For e-commerce teams, this feature is an opportunity to experiment with LinkedIn advertising and test audiences, particularly for brands that haven’t fully utilised LinkedIn’s Lead generation potential.