LinkedIn, the professional networking platform, is revolutionizing the Ad creation process by taking part in the AI wave and introducing its Accelerate AI-powered campaign tool.
This tool aims to facilitate the way Ad campaigns are created and executed, offering advertisers a more efficient and optimized campaign management experience.
After a period of testing, LinkedIn is gearing up to make Accelerate globally available to all advertisers by early fall. The platform has already reached a significant milestone, with a 50% global rollout in beta during the Cannes Lions conference.
As using Accelerate can bring a great deal of efficiency, this reduction in time allows marketers to focus on other critical aspects of their campaigns. Moreover, Accelerate provides automatic optimizations to help advertisers reach the right B2B audience, ensuring higher efficacy and better campaign performance.
Automated Process of building a LinkedIn campaign
Advertisers only need to input the URL of the product they are advertising, and Accelerate analyzes the website, the company's LinkedIn page, and past LinkedIn ads to recommend a campaign. This automated process saves advertisers time and effort in crafting creatives and defining their target audience.
By taking into account the customer data provided by advertisers, Accelerate is able to build highly data-based creatives and define the right B2B audience. Advertisers are also allowed to make adjustments to the copy, images, and targeting parameters at their will.
To further enhance the campaign creation experience, LinkedIn has integrated Microsoft Designer functionality into Accelerate. This integration allows advertisers to draft creatives and refine their targeting parameters easily. Advertisers can also exclude specific companies and third-party lists, ensuring that their campaigns are highly targeted and tailored to their objectives.
User Experience and Feedback
A U.S. Ad Agency's Experience
One U.S. ad agency revealed that when first accessed Accelerate in October 2023, there were some restrictions and limited guidance from their LinkedIn representatives, so they utilized the tool sparingly.
The agency then highlighted the importance of specific targeting and the niche nature of their client's campaigns but did not rule out using Accelerate in the future.
Comments from Ad Executives
Ad executives have been impressed with the performance of Accelerate. Lindsey Edwards, VP of Product Management at LinkedIn, reported that advertisers using Accelerate have seen campaigns being created with 15% more efficiency and driving a 52% lower cost per action compared to classic campaigns.
Sean Johnston, VP of Advertising at Closed Loop, also noted the exceptional lead conversion performance and significantly lower cost per lead achieved with Accelerate.
LinkedIn has been actively promoting the benefits of Accelerate. The platform boasts of a 47% improvement in cost per conversion through automated placement and a 21% improvement in cost per lead through predictive audiences.
Limited Market Availability And Ongoing Testing
LinkedIn has confirmed that Accelerate is currently available only in limited markets. Extensive testing in English is being conducted by the platform with a select group of B2B advertising agencies. Brainlabs, Closed Loop, Lewis, Speedwork, and WebFX are among the agencies participating in the testing phase.