What makes B2B ads effective on LinkedIn? Do the drivers of ad effectiveness change based on campaign goals?
To find out, researchers at MAGNA and LinkedIn ran a series of experiments in which LinkedIn ads from B2B brands were shown to 1,773 business decision-makers. The researchers also surveyed the study participants to better understand their stated ad preferences.
The research found that the factors driving B2B ad success on LinkedIn vary depending on advertiser intent.
For example, compelling and simple messaging is key for achieving short-term goals: The top drivers of research intent for B2B ads on LinkedIn are if the creative is memorable and if it has a clear message.
To build lasting relationships with audiences, originality and emotion are key: The top factors in LinkedIn ads that make decision-makers feel connected to B2B brands are sharing a unique perspective and having an emotional appeal.
The researchers found that having a refreshing, strong story in LinkedIn ads is more important for connecting with B2B decision-makers who have not purchased from a brand before, whereas message clarity is more important for connecting with decision-makers who have purchased before.
About the research: The report was based on data from a series of experiments in which LinkedIn ads from B2B brands were shown to 1,773 business decision-makers. The researchers also surveyed the study participants to better understand their ad preferences.
