An important element of planning your campaign is understanding the size of the addressable audience. This video walks through setting up a sample target audience to understand how targeting impacts the audience counts.
- [Instructor] An important element of planning your campaign is understanding the size of the addressable audience. The audience tab in Campaign Manager is where you'll see the estimated target audience size based on your targeting selection. This indicates the total number of people in your target audience. Now let's run through a quick example. When setting up your campaign, the first thing you'll need to do is select a geography. Geo is required as the minimum targeting selection. So I'll select Texas for example. You'll notice that as soon as I make the selection, it appears in the right hand side under the audience count.
The number has now changed to 8,400,000. Keep an eye on this number so as you select your targeting options your audience doesn't become too narrow. Let's further refine the target audience by selecting the company size. For example, I want to target companies with 50 or more employees. So I'll select the appropriate boxes for the company size. Alternatively, if you wanted to exclude companies with 50 employees or below, you can always choose the exclude option and select the appropriate boxes. Next, let's refine by adding a job seniority.
Don't be too tempted to add a Director level and above. I'll select Entry and Senior, and further refine this target audience by choosing years of experience, for example six to 12 years. Now to further refine my marketing campaign, I'll want to choose a job function. So, I'll choose a marketing function. Now you can see on the right hand side that all of my targeting options are compiled. So I'm targeting seasoned marketing professionals in Texas who work at companies size 50 or above. If your campaigns are delivering very slowly and you prefer to have more volume, two levers you can pull is being more competitive with your bid and adjusting your target audience.
Also, consider A/B testing with at least two different audiences by setting up two different campaigns. And now as I scroll down to the bottom of the page, you'll see an option here to help broaden your audience with audience expansion. Audience expansion will take into account the targeting you have setup, and it'll run an algorithm to deliver your campaign to look-alike audiences. Audience expansion will also allow you to run more cost effective campaigns since you may be missing out on valuable audiences that are not as high in demand in the auction. Estimating your audience size will help you effectively plan your campaign.
Now take a moment to explore the size of your audience that's relevant for your business.
- Posting organic content
- Creating a Company Page
- Using Campaign Manager
- Setting up an advertiser account
- Pursuing content marketing
- Getting started with Sponsored Content
- Setting up a Text Ads campaign
- Using Sponsored InMail
- Targeting audiences on LinkedIn
- Making bids, budgets, and schedules
- Setting up billing, payments, and coupon codes
- Reporting and measuring conversions