Targeting is the most important step in setting up your campaign. Learn the two different types of targeting options inside LinkedIn—matched audiences or demographically catered audiences. Irina Skripnik shows how to set up a target audience step by step.
- [Instructor] When it comes to running your campaigns on LinkedIn, targeting is the most important step when setting up your campaign whether you're using sponsored content, sponsored email or text ads, the step is identical for all ads products on LinkedIn. Now there's two different types of targeting options that you have. First is a more custom targeting option called "matched audience." Here you can either re-target your website visitors using the insight tag that you'd used for conversion tracking, or you can target a list of accounts or contacts, which means you can either upload a list of companies or email addresses.
Alternatively, you can also use demographic targeting that's available on LinkedIn, for example, the location, the company name, the company industry, job title, and so on. These are the different facets that are pulled in directly from the member's profile, so you can build up the target audience that you need. So a custom targeting option is much more relevant when you have a list of companies or email addresses that you want to reach, and demographic targeting is much more appropriate when you're trying to build up a persona, for example, if you wanted to target directors, in a specific industry, in a specific company size, that went to a specific school, or have a degree.
Additionally, you can also enable LinkedIn audience network, and that's essentially a lookalike modeling based on the target audience that you've set up. So for example, if you upload a list of email addresses, match those against email addresses on LinkedIn, you can enable LinkedIn audience network in order to create lookalike model. Now let's take a look at how to actually set up the targeting, and we'll start with the demographic targeting. Location is always required, so I'll put in California, and what you'll notice is the audience count on the side changes, so we have now 14 millions LinkedIn members, and we can drill down further.
Now one thing I'll advise, is to make sure the audience size doesn't get too narrow, because your campaign will not scale. I encourage you to AB test, and set up different target audiences so that you can see how your campaign performs. Now, depending on the facet that you select, you'll either have a typing field, or you'll have a check box, for example, if I wanted to include myself, and up to 200 employees. Additionally, you can also exclude the same facets. So if you wanted to exclude companies sized 200 and below, you're able to do that.
Now similarly with industry, you can either select and type in industry, or you see full list, to browse the different industries that are available. So for example, if I wanted to go into construction, you're able to check boxes next to each relevant industry that you would have, if you need a campaign to be very specific to a specific industry. Now you'll see that your campaign is narrowed further in, depending on the estimated target audience, and depending on the product you're using, gauge your audience so that you can create scale. With sponsored inmail, you can get a lot more narrow because you're sending personalized messages.
With sponsored content and text tags, you want to keep your campaigns a bit more broad. Now at any point in time, if you wanted to not include a specific targeting facet, you can simply X it out, and you can see that it's removed from the side panel. Now this is the way that you set demographic targeting. Now if you scroll up to the top, and if you wanted to upload a list of accounts or contacts, the steps are fairly straightforward. You select whether you want to match based on lists of accounts or contacts, read the guidelines that are in place, you can upload a list of up to 300,000 rows, and then once you're ready, simply upload your file, it will process, and the match will come back within about 48 hours.
Once you're done with uploading your file, simply click Next, and if you don't want to use this option, you can simply X out. Now, for website re-targeting, consider setting up your inside tag first, and setting up your conversion tracking. You can then name your audiences, and add the different URLs that you want to re-target from, whether it's exact, starts with, or contains. And if you want to dive deeper into targeting, check out "Advertising on LinkedIn," on this platform, to get a deeper dive into setting up matched audiences, as well as conversion tracking.
Now, once you're ready with your target audience, scroll down to the page, and simply click Next. Alternatively, if you're not ready, you can always save your campaign as a draft.
- Discovering content you already have
- Developing new content
- Promoting content through your employees
- Creating a campaign
- Navigating the Campaign Manager ads platform
- Creating a new Sponsored Update campaign
- Creating a new Lead Gen Form campaign
- Setting a budget and schedule for your campaign
- Adding conversion tracking to a campaign
- Campaign reporting
- Optimizing your campaign
- Rich media and targeting best practices