Use targeting on LinkedIn to mix various criteria to build an audience that isn't too broad or niche. Learn how to separate audiences into unique campaigns based on your targeting criteria.
- [Instructor] Targeting on LinkedIn is all about mixing the various targeting criteria to build an audience that isn't too broad or too niche. You need a big enough audience so that you can 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. Just like I did here, consider separating your audiences into unique campaigns based on your targeting criteria. This will help you better isolate groups that are engaging with your content and identify which content resonates best with which audience.
The more you experiment with targeting, the more you learn about your audience. If you expose a group to the same asset too many times, the group can experience fatigue, and your ads may then experience a decline in their performance and clickthrough rates. Now I'm here in Campaign Manager on the audience setup page, and my estimated target audience for selecting the United States, is about a hundred million LinkedIn members, and that's way too big of an audience, so I'm going to come in and add a job title. For example, marketing manager.
Now we've gotten this audience size down to about 120,000 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 can be, however, far too big if you have a very, very specific niche. So again, this is going to be dependent on your business size and your targeting needs. So you want to get a sense if the audience size feels right for you. Now, I can see here that LinkedIn made some suggestions. For example, adding marketing coordinator, marketing assistant and brand manager to my campaign.
Same idea, very relevant titles, both inside my target audience. And now I've bumped that up to 230,000 members. I can add more titles to increase the audience size, or further refine it if it's gotten too big. 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 because of ad fatigue. But there's a great way to make your content last longer. Before you retire your campaign that's showing fatigue, consider enabling audience expansion.
You'll notice that, at the bottom of the page, the checkmark. It'll help your campaign reach new audiences similar to the ones that you're targeting today. And ultimately, LinkedIn's going to find an audience that's similar to those you're targeting, but different. So it's not the same audience. This is a great way to expose an audience that hasn't seen your content yet to an ad and still have a similar targeting criteria set up. And remember, these audiences haven't seen your campaign yet, so it's still new to them.
- 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