LinkedIn is home to the largest professional network in the world, and there’s an opportunity for you to get your message in front of the right audience, at the right time, when they’re most engaged. Learn how to set up the right target audience for your Sponsored InMail Campaign, and about the targeting options that are available for you.
- [Instructor] Linkedin is home to the largest professional network in the world and there is an opportunity for you to get your message in front of the right audience when they're most engaged. Now in this video, we'll review the critical set up process with selecting your targeting audience for Sponsored InMail campaign. By now, you've set up your campaign, created your Sponsored InMail message, and navigated to the audience selection page. Now no matter which projects you're using whether it's sponsored content, sponsored InMail or text ads, the targeting page will be very similar. At the top of the page, you'll see more custom targeting options like being able to retarget your website visitors, or being able to upload a list of accounts or contacts.
To get started with website visitor retargeting, create an audience, give your audience a distinctive name and then add the URLs from which you'd like to retarget LinkedIn member. Now you can use exact, starts with, or contains logic and you can also add multiple URLs. Now if you already created website segments, you can check the box next to the ones you'd like to use and you'll notice here it says processing. What that means is my audience needs to be built up to at least 300 members for my campaign to be set live.
If you no longer want to use this option, simply X out. Now to upload a list of contacts or accounts, click to create a new audience, give your audience a distinct name and then select which type of list you'd like to upload, whether it's a list of accounts or a list of contacts. There's some additional guidelines for you to follow as well as the option to learn more. Click to upload the file and then next. It'll take about 48 hours for your list to be processed and once it's available, you can click to see full list and select the list you'd like to use.
Now below, you'll also see some demographic targeting options. These are more traditional tool and pin but also very unique to LinkedIn. These particular facets are pulled in directly from the members profile and it includes professional experience, education, as well as company information. So here, I've already selected the location that I wanted to target. Now I wanted to further streamline my campaign, I can add job titles, for example marketing manager. Now LinkedIn will recommend some additional titles that you can choose, for example marketing coordinator, marketing assistant and brand manager.
If I wanted to further refine by company size, I can do so, so for example, if I wanted to target company size 500 and above, I would just check the appropriate boxes. Now you'll notice that each of the targeting facets you can either include or exclude. Now as you build up your target audience, keep an eye on your audience counts to ensure that you're still getting scale. At the bottom of the page, you'll notice the option to enable audience expansion. What this will do is target look-a-like audiences based on the target audience you've selected.
This is especially useful if you're using an email list. If you use an email list and then enable audience expansion, you'll be reaching look-a-like audiences based on the ones that you've uploaded. Now so what we have here is an and combination of facets. So you're targeting marketing managers at company size 500 and above within the United States. When selecting your targeting audience, consider the context of your message and the goal of your campaign, select audiences that are more likely to engage with you message and those who will find your content valuable.
- What is Sponsored InMail?
- Setting up your campaign
- Crafting your message
- Adding your bid and budget
- Setting your campaign live
- Reporting on your campaign