Join Brad Batesole for an in-depth discussion in this video Review click demographics, part of Up and Running with LinkedIn Sponsored Content.
- As you go about optimizing your sponsored updates, it might be helpful to understand the type of people that are interacting with your various campaigns. This is known as your click demographics. Now I've gone ahead and pulled up the lynda.com account from within the lynda.com page, and as we saw earlier, I get this All campaigns aggregate overview. For All campaigns in this aggregate overview, I also have the option to choose Click demographics, which is a link just below your social actions and your spend data.
Once I select this, I'm going to see the various demographic areas, such as Job function, Location, Company size, and Seniority, and within this you're going to notice that LinkedIn's showing us the categories that have the clicks. So within Job function, 33.3% of my clicks are coming from people within Human Resources. Here in Company Industry, 7.4% is coming from Information Technology and Services.
You'll notice that some of these categories are going to have a down arrow or an up arrow. If I select that it'll help me scroll through the list and you'll notice how many pages are available to you. In this case, I'm on page 2 of 3 of Company Industry. And I can select down to continue down, or the up arrow to scroll up. LinkedIn's not going to report on categories that have too few clicks. So you're not going to see industries that are below a certain threshold. And another thing to point out is that some of these members might be in multiple categories, so you could have total percentages exceeding 100%.
Now, this data is not only available on your aggregate view, but just as we saw earlier, we can select into a particular campaign, I'll go back into that webinar campaign, and we have the opportunity to select Click demographics in this area as well. And this is where it gets a lot more useful, because now we can understand the actual audience that interacted with our campaign against the actual audience that we were targeting. So if I go and select the Audience tab at the top of the screen, I can see who I was targeting, in this case, Human Resources, at the Director, the CXO, the Manager level, so this is very high level people within Human Resources.
So if I go back to that Performance view, and I select Click demographics, you'll notice that 100% was in Job function, Human Resources, with some spillover in Operations, Sales, and Education. And again, that's very likely because people within Human Resources also had these job functions associated with their account. We can again look at the Industry, that Job seniority, here we can see that the ads were served right up to the seniority levels that we were looking for. And this is another great way to understand some of these subelements that maybe we didn't target.
If we weren't specific in our location, let's say we serve the entire United States, we might be surprised to see that 8% of our clicks came from the Greater New York City Area. That might be a meaningful audience to me that I can target even more specifically. Perhaps I want to write a piece of content and call out those in New York City. I could likely see that based on this data that there are enough people there to warrant their own audience. Use this demographics as a way to understand who's interacting with your content, and to help you refine that content to improve your conversion rates.
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