Join Brad Batesole for an in-depth discussion in this video Target best practices, part of LinkedIn Sponsored Content (2016).
- [Voiceover] Targeting on LinkedIn is all about mixing the various targeting criteria to build an audience that isn't too broad or too niche. As you get your campaigns underway, you'll want to maintain a good-sized member target. You need a big enough audience so that you avoid exhausting your target audience, but if you get too broad, you're going to risk introducing members into your mix that aren't in the right target market. Consider separating your audiences into unique campaigns based on your targeting criteria. This'll help you better isolate groups that are engaging with your content, and identify which content resonates best with each audience.
You can then continue to refine your targeting until you develop a good picture of what targeting is yielding the best result. The more you experiment with targeting, the more you'll learn about your audience, and that's why you'll want to regularly revisit your targeting criteria. And adjusting your targeting criteria over time is valuable. If you expose a group to the same asset too many times, that group can experience fatigue, and your ads may then experience a decline in their click-through rates. A great way to get around this is to avoid targeting exclusively by demographics.
LinkedIn has a phenomenal dataset, so introduce job titles, job functions, seniority groups, and skills into your targeting mix. I'm here on the campaign targeting options, and you'll notice on the right-hand side I've simply set up this ad to run in the United States. And so my estimated audience is over 100 million LinkedIn members, and that's way too big of an audience. So I might come in and add a job title. Let's say a marketing manager, for example.
Now we've got this audience down to 101,000 members, and to be honest, that might be a little small. Some sources suggest a sweet spot of about 300,000 members, and even that could be, however, far too big if you have a very, very specific niche. So again, this is going to be dependent on who you're targeting and why, so you wanna get a sense if this audience size feels right. Now I can see here that LinkedIn's made some suggestions. There's marketing manager, but I might also add in marketing director.
Same idea, very relevant titles, likely both inside my target audience. And now I've bumped that up to 219,000 members. I could add in marketing coordinators, senior marketing managers, maybe even a marketing consultant, and we'll see that number continue to rise. If I feel like it's gotten slightly too big, well I can continue to refine it, as I should, by using some other additional criteria, such as fields of study, gender, age, and so on.
Now as you evaluate your data and run your campaigns, you may start to notice that your performance is declining, and this tends to be due to ad fatigue. But there's a great way to make your content last longer. Before you retire a campaign that's showing fatigue, consider enabling the audience expansion function. And you'll notice that here at the bottom of the screen. It's a checkbox that says, help my campaign reach new audiences similar to my targeting criteria with audience expansion.
If you hover over this question mark, it's going to explain to you the feature of this, but ultimately LinkedIn's going to find an audience that is similar to who you've targeted but different, so it's not the same audience. And this is a great way to expose an audience that hasn't seen your content yet to it and that's still in a similar targeting criteria. And remember, these audiences haven't seen your campaign yet, so it's new to them.
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Skill Level Beginner
Q: This course was updated on 05/18/2016. What changed?
A: We updated eight tutorials to reflect changes to the LinkedIn interface and the workflow around Sponsored Updates.