Dear LinkedIn Ads: Editorial Consistency Please!
Posted by Marty Weintraub on February 17th 2011 in LinkedIn, PPC | 9 comments
As you may have heard, LinkedIn has updated its previously anemic DIY advertising platform to include targeting specific job titles and companies. LinkedIn PPC is now useful for a range of paid b2b direct-response and branding tactics. We’ve been getting our hands dirty to gratifying success.
Even aside from the flaky UI that (poof) vaporizes half-hours of work from time to time and high CPCs, I just have to say, “Here we go again…” Back in the day it was Overture PPC’s inconsistent editorial process that stunk up the room, making search marketers’ lives miserable. Then the Paid Stumble(Upon) social media advertising fire drill confused many of us with editorial decisions that stupefied. Facebook’s ad screening process is a bit convoluted, if not outright queer and only predictable in its unpredictability. Now we’re finding that LinkedIn Ads PPC ads editorial process is hardly ready for prime time. This is a story of ads approved, run, rejected, and then approved unchanged again. Read the rest of this entry »
[January 27: Update! LinkedIn has upgraded it's PPC platform, including the ability to target specific companies, matriculated with highly granular job titles. Watch aimClear Blog for upcoming case studies as data rolls in. The concept of this post stands, and we'll extrapolate on the themes shortly.] LinkedIn Direct Ads get the same sort of bum rap that Facebook Ads had in early 2008. To an extent, complaints from PPC marketers are valid. We’ve never been able to figure out why LinkedIn has invested so much in building incredibly robust advanced organic search tools, while under-investing in such a relatively lame PPC targeting mechanism. 
