Most of us don't want to see ads. We fast forward through TV commercials or skip them altogether via Hulu/Netflix subscriptions. We wait 5 seconds before skipping them on YouTube. We use adblockers when surfing the web. We'll go to great lengths to avoid a lot of ads.
And yet, Google Adwords, Facebook Ads, and other platforms are booming. Perhaps it's a generational thing?
Regardless I’ve been doing some experimenting with LinkedIn Ads for some work projects. I recently ran some specific campaigns. They were geographically based and targeted towards employees in specific roles at specific companies. I got a decent amount of traffic for not a ton of spend, but I found myself wanting more. I was pleased with the click throughs that we got for our ads considering our target was so small.
But I found myself wanting more insights. In fact, I would pay a premium to know exactly who clicked on those ads.
Those are the people who expressed an interest in our ads. Even if they took no other action than clicking through the ad to our landing page, they showed an interest which indicates that a conversation might be beneficial for both us and them. Allowing me to connect directly to that person means I could spend time thoughtfully following up. At the very least I could learn from their experience. WHY did they click the ad? What made them interested in learning more? What did they do after clicking the ad? Why didn’t they contact us?
All of that is rich and valuable information to marketers and sales people. So why not just go the extra step? LinkedIn UNDOUBTEDLY has access and COULD tell me the specifics of WHO clicked those ads. For all I know there are regulations or restrictions that prevent me from accessing that type of information, but if not it would be absolutely invaluable.
What if you could serve ads to a specific demographic and then engage the people who interact with you ads via a personalized email campaign?
If anyone go out on the internet and scrape business contact information, which leads to cold calls and other crappy forms of introductions...why not allow me to see who clicked our ads so I can see can have a little more say in the conversation?