Some insights about LinkedIn ads and the ad rotation settings

The purpose of this post is to discuss the pros and cons of rotating ads evenly versus optimizing for performance.

LinkedIn has two ad rotation options: "optimized for performance" and "rotate ads evenly." At a first, glance, rotating ads evenly may seem appealing, especially for those running A/B tests. As we'll see, it's rarely the best choice.

LinkedIn is rolling out comparison metrics, which is an interesting update mentioned in the article. Advertisers can view performance metrics compared to previous periods, giving them valuable insight into campaign performance.

based on a blog post by AJ Wilcox, about ad rotation settings.

In spite of the bidding strategy he used, whenever he tried the "rotate ads evenly" option, impressions dropped and the effective cost per click increased. In order to figure out what was going on, he talked to LinkedIn reps, who explained that the "rotate ads evenly" option enters each creative into the auction without evaluating its performance.

As a result, ads with lower performance metrics win fewer auctions but at a higher cost. This led AJ to refer to this option as the "charge me more and show me less button."

In most cases, we do not recommend using the "rotate ads evenly" option. However, there are some scenarios where it can be beneficial. For example, using the "rotate ads evenly" option in sponsored messaging campaigns for effective A/B testing by introducing an AB test feature within the Campaign Manager.

However, the current implementation creates new campaigns for each test, which clutters an advertiser's account. LinkedIn acknowledges this issue and states that they are working on allowing tests within existing campaigns, making it a more user-friendly feature.

To conclude, when conducting A/B tests on LinkedIn, using the "optimized for performance" ad rotation setting is generally recommended. It is the default setting and is suitable for most advertisers.

The article advises running multiple campaigns targeting the same audience simultaneously and launching the same A/B test within each campaign. This approach ensures robust data collection and better insights into ad performance.

Remember, understanding and leveraging ad rotation settings can significantly impact the success of your LinkedIn ad campaigns. Choose the option that aligns with your goals and objectives, and continually analyze and optimize your campaigns for better results.

Feel free to reach out if you have any questions or want to share your experiences with ad rotation on LinkedIn.

Originally posted on LinkedIn. View the original post