Join Viveka von Rosen for an in-depth discussion in this video Targeting new audiences, part of LinkedIn Advertising Fundamentals.
- One of the ninja tricks I like to share with my clients is the use of LinkedIn's data export tool to see who and how LinkedIn itself is targeting through ads. Yes, of course, we can see how to target ads in the targeting section of our campaign manager, but wouldn't it be great to see how LinkedIn is targeting, say, us, or, better yet, is targeting our clients? Well, LinkedIn has this amazing tool hidden deep within your settings sections that can help you discover just that, so you can get easy access to your own data export tool within your own personal profile.
As of yet, there is no data export tool for your company pages, and you can always ask your clients to get access to their data export. You might just have to walk them through it. So this is what you do. Go to your profile, and then come down to Privacy and Settings, and click on Manage. You probably have to sign in again. And on the bottom left-hand side, click on Account, and then request an archive of your data.
And then it will have a little button here that says Request Archive, or if you've already requested it will let you know that the request is pending. Now, LinkedIn tells you it's 72 hours, but it usually doesn't take quite that long. LinkedIn will send you an e-mail when your data archive is ready, or you can always just go back here. Again, just go into Settings, Manage, Account, and if you go right back here, it will tell you if your archive is ready and if you can download it yet.
So there is an absolute treasure trove worth of information. I'm just going to talk about how to use it to target ads, but there is a ton of great information in there. If you'll just Google Social Media Examiner LinkedIn Data Export Tool, you can read my article and just see everything that you can do as well as how to download your archive. So let's take a look at some of the things that you can find out. Remember, this is your personal archive, how LinkedIn is targeting you in its ads but with their permission, you always have to get their permission first, it's possible that your clients will give you access to this information.
And then I would just compile an Excel sheet, and you can get a really great idea of the age range of not only your clients but how LinkedIn is targeting clients like yours, where they live, the size of their companies, the names of their companies, their function, so this is a big one, their gender. That's a big one. Their industries, that's huge. Their seniority, that's huge. Where they live, the ZIP code, where they went to school, when they graduated, what groups they're interested in, again, where they live, what interface they use, if it's English or not, and then their skill sets.
So especially I think their skill sets, seniority, industry, function, company size, and age is important. And as you begin to add your clients' metrics to this, you're going to get a really clear picture of how LinkedIn is targeting your existing clients, and, so, if you want more clients like that, then you just have to mimic that targeting when you run ads. So you can see just a huge goldmine in there, lots of information to compile, lots of deep, deep, research that you can get, and it's all free in that data export tool.
So hope you like this tool as much as I do.
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