Join Alex Rynne for an in-depth discussion in this video Creating your campaign, part of Marketing on LinkedIn: The Sophisticated Marketer's Guide.
- [Instructor] Now that you're within your Campaign Group, hit Create Campaign to get started. The campaign name will automatically default to Untitled Campaign, but just click the pencil and you can edit it. Your campaign name should follow a similar naming convention as your campaign group. For example, region_campaigntype_campaignname_audiencename. For example, Kineteco_NAMER_SponsoredContent_SolarGuide_BrandMarketers. The next step is to select an Objective. Let's go ahead answer select a Lead generation campaign. Then we'll select our Audience. We strongly suggest saving audiences once you've created one so you can use it again. You can build your first audience by beginning with location which is one of the two required targeting facets for building an audience, along with language. You can start at the continent level, and then country, et cetera. You can also exclude audiences. So, in this case, we'll go back to North America, United States, and say you want to exclude California, we'll go ahead and click on it there. Next thing is Profile language. There are 19 different languages here to choose from. Now, you can see there are a lot of unique targeting capabilities, and you can get pretty granular here. We suggest going as broad as possible and casting a wide net, while staying as relevant to your campaign goals as possible. Best practice is to target by three to four, maybe five at most facets. Next step is selecting demographics outside of location. And the easy way to think about this is you can target folks on LinkedIn based on what they put on their profile. So, Company, Demographics, Education, Job Experience, and Interests. There's also some inferred data, for example, industry, which is associated with your company's profile. Matched audiences is another way you can target if you want to target for things outside of people's profiles. For example, upload a contact list from CRM, or marketing automation tool. We also have integrations with various CRM and marketing automation tools. Or you can setup your insight tag, and you can retarget off of any websites you've tagged. You can also exclude here as well, like quote, unquote, sales operations, for example, or your own employees, so you don't waste impressions. We strongly suggest using audience expansion if you're trying to reach a broad audience. We consider a broad audience to be a million or more people. And if you're only using three to four targeting facets, we strongly suggest using this to expand the scope of your campaign within the previous targeting facets you selected. If you're looking to target a smaller, niche group, you may want to bypass this tool for now so you don't reach an unintended audience. Based on your objective, a certain set of Ad formats with populate here. In this case, I'm going to select sponsored content, or a Single image ad. With the LinkedIn Audience Network, you're allowing LinkedIn to place your ads on external high quality mobile apps and websites. If you want to incorporate this into your strategy, you can leave it checked, if not, be sure to unclick it. In this case, LinkedIn Audience Network is not currently available for Single image ads. You might use LinkedIn Audience Network, for example, if you don't want your ads to run on your competitor's website. Next, you have the ability to select a daily budget or a total budget. For start and end dates, it will auto-start today, unless you select otherwise. When it comes to bidding, Automated bid is what we suggest because it allows the tool to most efficiently use your budget. We strongly recommend you go with the recommend bid or higher. Finally, Conversion tracking allows you to see how your ads lead to valuable actions on your website including content downloads, signup, purchases, and more. Now that you've selected your Audience, your Ad format, and setup your budgeting structure, you're ready to move forward with adding imagery, copy, text, and setting your campaign live.
- Reaching an audience on LinkedIn
- Using the organic marketing tools
- Using the paid marketing tools
- Leveraging brand awareness tools
- Creating a campaign
- Targeting members
- Measuring results in Campaign Manager