LinkedIn Audience Network: Should You Use It? (Pros & Cons)

By default, LinkedIn enables "LinkedIn Audience Network" (LAN). This allows your ad to show on "Trusted Partner Apps" off-platform.

• The Promise: More reach, lower CPC.
• The Reality: Your ad shows up on a Solitaire App between levels.

In this "Mega-Authority" guide, we explain why LAN is dangerous for B2B and how to control it.

Part 1: The Quality Problem

When you pay $10/click, you want the user to be in a "Business Mindset" (scrolling LinkedIn Newsfeed). If they are playing Angry Birds, they are not in a business mindset. Clicks from LAN are often Accidental (Fat finger taps). Symptoms:

• CTR skyrockets (1% -> 3%).
• CPC drops ($10 -> $3).
• Bounce Rate hits 99%.
• Zero Conversions.

Part 2: When to Use It (The 1%)

Is it ever good? Yes, for Retargeting Video Views. If you just want a user to see your brand logo 10 times cheaply, LAN is fine. But for Lead Gen or Demanding Action, it is a money furnace.

Part 3: How to Turn It Off

It is a simple checkbox, but it is hidden.

1. Campaign Settings.
2. Placements Section.
3. Uncheck "LinkedIn Audience Network."
4. Notice that your estimated reach drops slightly. This is good. You just removed the junk.

Part 4: Brand Safety (If you must use it)

If you decide to keep it on, use Publisher Management.

1. Analyze -> Brand Safety.
2. Upload a Block List (List of domains/apps you don't want).
3. There are public lists of "Gaming Apps" you can exclude.

Part 5: Summary & Checklist

Your Action Plan:

1. Audit your campaigns.
2. Breakdown performance by "Placement" (On vs Off Network).
3. See the difference in Conversion Rate.
4. Uncheck the box for all cold traffic campaigns.

Quality over Quantity. Always.