Can Document Ads work for the IT Industry?
LinkedIn Document Ads are gaining traction, especially within the IT industry, where prospects require detailed and technical information. These ads provide users with in-feed documents they can view or download, significantly improving engagement compared to traditional ads that redirect users to gated content. Let’s compare how Document Ads perform against traditional ads driving to gated content in the context of B2B IT marketing.
Comparison: Document Ads vs. Traditional Ads with Gated Content
| Criteria | Document Ads | Traditional Ads (Gated Content) |
|---|---|---|
| User Experience | Seamless; users view/download within the LinkedIn feed | Requires users to navigate to a landing page after the click |
| Engagement | High, since no external clicks are required | Lower due to additional steps (click, load page, sign-up) |
| Lead Capture | Immediate via LinkedIn Lead Gen forms | Delayed; form completion needed on the landing page |
| CTR & Conversion | Higher CTR due to simplicity and immediate engagement | Lower CTR; users may abandon due to multiple steps involved |
| Data Collection | Directly integrated into LinkedIn CRM or automation tools | Often requires integration of third-party tracking and CRM systems |
| Retargeting Potential | Easier, as users who engage with documents can be retargeted directly on LinkedIn | Dependent on cookies and tracking, which are less reliable due to privacy regulations |
| Campaign Goals | Best for brand awareness, engagement, or capturing initial interest via lead forms | Effective for lead generation, but user experience can be disruptive |
| Cost-per-Click (CPC) | Generally higher, but cost-efficient due to improved engagement and conversion | Lower CPC, but lead quality may vary depending on form abandonment |
| Content Types | Best for in-depth whitepapers, case studies, technical reports | Ideal for offering downloadable guides, eBooks, or trials |
| User Behavior | Convenient; document previews increase time spent on ad, encouraging deeper engagement | High drop-off potential due to reliance on loading external pages |
Benefits of Document Ads for IT Marketing
- Interactive Engagement: Document Ads allow IT companies to showcase detailed content directly within LinkedIn’s feed. Prospects can browse whitepapers, case studies, or technical guides without leaving the platform, creating an immersive, frictionless experience.
- Higher Lead Quality: When paired with LinkedIn’s Lead Gen Forms, Document Ads enable advertisers to capture valuable information from users genuinely interested in the content. The IT industry, where complex buying decisions often involve multiple stakeholders, benefits greatly from this.
- Retargeting Opportunities: LinkedIn provides valuable engagement insights, such as how many users viewed the document and how much of it they read. IT marketers can retarget users who engaged with the ad but didn’t convert, using customized messaging to further nudge them down the funnel.
- Brand Authority: Offering comprehensive IT resources like case studies and technical audits directly on LinkedIn positions brands as industry leaders. Document Ads establish trust by presenting educational and highly relevant content to decision-makers.
- Seamless Mobile Experience: With a growing number of users accessing LinkedIn via mobile devices, Document Ads provide a more user-friendly experience. Traditional ads that direct users to external pages often suffer from poor loading times on mobile, resulting in higher bounce rates.
Traditional Gated Ads: Still a Place in IT Marketing
While Document Ads offer impressive benefits, traditional ads leading to gated content still hold relevance, especially in lead generation campaigns aimed at delivering highly qualified MQLs and SQLs.
- Advanced Conversion Funnels: Gated content remains useful when combined with landing pages optimized for conversions. IT marketers can build detailed pages that house not just the content but other calls-to-action (CTAs), testimonials, and product showcases.
- Lead Nurturing Opportunities: Traditional gated ads are useful when integrating content into an email drip campaign. After the lead fills out a form, they can be nurtured with additional content and personalized communications over time.
- Detailed Analytics: Many traditional platforms offer robust analytics that allow marketers to see the full behavior of a user after they click on an ad—tracking everything from session duration to specific on-page actions. This gives IT marketers insights into how users interact with the content beyond just downloading it.
- Cost Management: Traditional ads can sometimes deliver lower CPCs because they push users toward landing pages rather than keeping them in-feed. However, conversion rates are typically lower due to the extra steps, which may cancel out the cost benefits.
Choosing the Right Format Based on Marketing Goals
To determine when to use Document Ads versus traditional ads with gated content, IT marketers need to assess their goals, audience stage, and overall campaign strategy. Below is a guide to help decide which format is most suitable for specific goals:
Goal vs. Best Format vs. Reason
| Goal | Best Format | Reason |
|---|---|---|
| Brand Awareness | Document Ads | Users can engage with content directly in-feed, boosting impressions. |
| Top-of-Funnel Engagement | Document Ads | Encourages casual engagement and builds initial interest without barriers. |
| Lead Generation (MQL Focus) | Traditional Gated Content | Gated content with a form works well to capture leads for nurturing. |
| Retargeting Existing Leads | Document Ads | Allows re-engagement by retargeting users who have already interacted. |
| Deep Technical Education | Document Ads | IT decision-makers can access technical resources directly in the feed. |
| Complex Multi-Touch Funnels | Traditional Gated Content | Allows advanced, multi-step landing page strategies for deeper conversions. |
| Cost Management | Traditional Gated Content | Lower CPC, though conversion efficiency needs careful optimization. |
Case Example: How Advant Technology Leveraged Document Ads in IT Campaigns
In a recent IT campaign, Advant Technology ran a series of highly targeted Document Ads for an international SaaS company, containing case studies which explain the “5 business outcomes of transforming your network”. The target audience consisted of senior decision makers such as CXOs, CIOs, Directors and security specialists, within our client’s Target Account List (TAL). This ensured that key decision makers within their target audience would be exposed to multiple, powerful case studies that are relevant to their potential clients.
By utilizing Document Ads for the purpose of getting maximum exposure and engagement within the target audience, we delivered an engagement rate that was an incredible 1,100% higher than video ad formats. The seamless in-feed experience meant that users could access the case study without leaving LinkedIn, reducing friction and drop-off rates.
The engagement with these document ads was in line with what we have delivered across multiple campaigns in the IT industry and every single engagement was direct from a user who was within our client’s target audience which means that these were meaningful engagements and will drive awareness and interest in our client’s products and services.
Closing Recommendations
- Use Document Ads for content that educates and engages top-of-funnel audiences, offering immediate value with minimal friction. They are ideal for technical resources like whitepapers or case studies and work well for both brand awareness and lead generation campaigns.
- Traditional Ads with gated content are still effective for mid to lower-funnel activities, where more in-depth, personalized nurturing is needed. If your goal is to drive qualified MQLs and you have a robust follow-up process in place, these ads work well in tandem with remarketing strategies.
- Mix Both Formats for a comprehensive IT marketing strategy. Start with Document Ads to build engagement and trust, then re-engage prospects through traditional ads for deeper conversions.
- Leverage Retargeting: No matter the ad format, retarget users who interact with content but don’t convert. Use Document Ads for light re-engagement and traditional ads to push users towards a more committed action, like booking a demo.
Incorporating LinkedIn Document Ads into an IT-focused marketing strategy can significantly improve engagement, streamline the user experience, and capture high-quality leads. However, traditional ads driving to gated content still have their place in more complex, conversion-heavy campaigns. If you need a LinkedIn agency to help your IT business succeed, we’d love to hear from you.