LinkedIn is revealing some new ad tools to help drive the most ROI from LinkedIn campaigns, including Document Ads, off-line conversion data, and a new Media Library for storing and sourcing ad content.

Now, first up, Document Ads. As it sounds, LinkedIn will now enable advertisers to publish longer-form documents directly into user feeds and can also make these available to users who sign up, to maximize response data.
The firm uses Document Ads with LinkedIn providing a teaser preview of the three-page view as shown above, encouraging readers to click for the full research.

If you do decide to include a lead-gen form, you'll learn more about the people who are interested in your documents; but you can also make your document free to download from the promoted update, after which LinkedIn will be able to inform you on which members downloaded it.

The format may thus enable marketers to take advantage of the popularity of LinkedIn's Carousel posting feature, that lets users share a document within a post that can be scrolled through by users in-stream.
LinkedIn introduced the feature of Carousel posts as an official option as way back as July, although users already had for some time created their own document carousels uploading a PDF in attachment to a post -which pretty much enables almost the same functionality.

And the format proved to work. As the SocialInsider insights indicate, native documents and Carousels get 3x more clicks than any other content type in the app (even video posts).
So, it would be a good addition to the row - probably worth trying the next time you have a bigger piece to share in the app.

LinkedIn also incorporated the capacity to feature Offline Conversion data within the ad process, in the app.

"Offline Conversions enables you to connect the offline conversions you track via other tools directly to LinkedIn. You can upload CSV files directly to Campaign Manager or use a LinkedIn Marketing Partner. Supported partners include Adverity, HubSpot, LeadsBridge, LiveRamp, and Make."

It will allow you to include performance data as ancillary, such as in-person transactions, phone calls, or sales into your CRM as part of the measurement and optimization of your LinkedIn campaign. That would be a great way to enrich response based on data matching to focus LinkedIn's targeting on the right elements even better.

Finally, LinkedIn also introduces a new Media Library option where you'll be able to save all the media elements that you use in your LinkedIn campaigns.
"The media library is a single place for uploading, managing, and selecting media for ad creation, which helps you save time, drive better performance, and improve collaboration.

As this feature is akin to media library options in other apps, LinkedIn will then provide you with a repository of your ad creative that can further help you reuse and repurpose ad content in new campaigns.

Example:
You are able to create as many as five ads at once; all you need to do is select the image or video you want to use (or re-use) from the media library and each will become its own ad. As any marketer with the appropriate permissions can access an account's media library, it also makes collaborating with teammates within a single account so much easier.

Advertisers will find that the Media Library is now accessible to use directly in the campaign creation process for single image ads and video ads, but that you can't access it elsewhere.

Some much-needed improvements which could add a little bit of value to your approach on LinkedIn.