Key Takeaways - Webinar on Strategic Advertising on LinkedIn and Meta
- Apr 22
- 2 min read
Strategic advertising on LinkedIn and Meta requires a targeted approach, where tracking, audience insight, and authentic content play a crucial role. Meta is ideal for performance campaigns and retargeting, while LinkedIn is strong for reaching decision-makers and building thought leadership. Personal content, user-generated content, and precise segmentation are key to maximizing the impact of your advertising. Here are the main takeaways from the webinar:
Louise Philipsen (Meta):
Danes spend 7.5 hours a day on media, and social media accounts for a large share of consumption, especially among younger audiences.
Server-side tracking provides up to 20% more data, improves ad performance, and offers a better basis for decision-making.
Use standard events (such as purchases, sign-ups, and visits to specific pages) to optimise campaigns more effectively.
Use Advantage Plus AI campaigns, which perform better than traditional campaigns, especially if your tracking is set up correctly.
Make sure to continuously test content and keep ads running longer than you think. Many ads are stopped too early.
User-generated content performs better than traditional advertising content. People create more engagement, authenticity, and relatability.
For budget optimization, around 70% should go to performance campaigns (ticket sales, etc.) and 30% to branding campaigns (new target groups).
Thyge Fuhrmann Christensen (LinkedIn):
LinkedIn is effective for reaching decision-makers and leaders, but it is more expensive than Meta.
Combine LinkedIn (targeting and branding) with Meta (cheaper retargeting) to achieve the greatest effect.
Video content is now prioritized even more by LinkedIn’s algorithm. Think “TikTok formats” with LinkedIn-friendly content (educate, inspire, learn).
Be specific with target audiences (such as company size, industry, seniority, and job functions) - LinkedIn allows extremely precise targeting.
Focus on thought leadership and value-creating content. Also engage with other people’s posts.
Take advantage of LinkedIn’s newer formats such as sponsored articles, live events, and newsletters for higher organic and paid reach.
Conclusion:
Make sure your tracking is in place, continuously test new content, use more authentic and personal content, and combine the strengths of both Meta and LinkedIn for effective cross-platform advertising.
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