LinkedIn has announced that it’s working on a series of improvements to Sponsored Content designed to lead “higher-quality” clicks.
Currently, in the test, these changes will help businesses receive more actionable clicks on their ads as well as improving campaign ROI.
The company emphasizes these changes will better help businesses meet their marketing goals.
LinkedIn explains it with an example, “ads with longer intro copy will expand into the full text when a mobile user taps on the “see more” callout.”
Earlier, users were sent to a landing page or opened a lead gen form when they clicked or tapped “see more” button and the text was never fully visible.
When this change comes into effect, clicks on “see more” will become free, says LinkedIn.
The change will be rolling out gradually over the “coming weeks.”
A screenshot below shows a “see more” button on the LinkedIn mobile ad:
As a result of these changes, LinkedIn notes that advertisers may see a decrease in campaign click-through rates or an increase in CPC compared to historical averages.
Because clicks on “see more” will no more billable. Now onwards a click will be countable only when a user taps the link in an ad.
That said, advertisers’ will notice better ROI from their campaigns.
That’s because a greater share of paid clicks will be coming from people who intended to visit a advertisers’ website, engage with their content, or like to send them contact info, the company said.