LinkedIn Audience Network: Turn it Off?

When you create a campaign, LinkedIn checks a box by default: "Enable the LinkedIn Audience Network." This means your ad will run on third-party apps and websites (like Solitaire games, News sites, etc.). You must uncheck this box. Here’s why.

1. Context Matters

If I am scrolling LinkedIn, I am in "Business Mode." If I am playing Angry Birds, I am in "Dopamine Mode." Showing a B2B SaaS ad while someone is trying to crush a candy structure is not effective. They are not thinking about their CRM infrastructure. They are thinking about the next level.

2. Bot Traffic

Ad networks are notorious for bot traffic. While LinkedIn claims to vet their partners, the reality is that "Click Fraud" is infinitely higher on the Audience Network than on the native feed. If you see a sudden spike in clicks but 0 conversions, check your Placement breakdown. It’s almost always LAN.

3. Brand Safety

Do you want your Enterprise Security Software ad to appear next to a "Fake News" article or a questionable gaming app? You have zero control over where your ad appears on the Network. On the Feed, you know you are between professional posts.

The Exception: Retargeting

The only time I consider LAN is for Retargeting. If a user has already visited your Pricing page, I don’t mind following them to the New York Times or a weather app. But for Prospecting (Cold Traffic)? Never.

Summary

LinkedIn sells "Scale." You want "Quality." The Audience Network is how LinkedIn sells you cheap inventory to lower your average CPM. Don't fall for the vanity metrics. Pay for the Feed.