Join Viveka von Rosen for an in-depth discussion in this video Targeting text ads, part of LinkedIn Advertising Fundamentals.
- [Voiceover] I mentioned targeting when we talked about sponsored content. But now I think it's time to do a slightly deeper dive. You remember me saying that the more niche the better or niche for my fellow Canadians, well, here's some cool ways that you can really target or refine your audience on LinkedIn. First of all, if you do nothing else, you must refine by location. Pick at least one. One thing I like to do is if I'm going to speak in a particular city, I'll run a few ads targeting marketing in media folk in that city.
Sharing one or more of my more popular posts or actually doing a text ad for the event, itself. And suddenly, I'm everywhere. This can drive traffic to the event, which the organizers like, and therefore invite me back, and it gets me folks in the audience who actually get to experience what I do and then will hopefully hire me to speak at their next event or do some consulting and training with me. I did this for a big event in Atlanta, and it actually brought about 20 additional people to the event which, by the way, was not cheap, and I actually ended up working with about three of those folks.
So, not a bad payoff for $100 in text ads and sponsored updates. Let's go back into targeting. So, besides location, you can also target companies. You can choose all companies, which I actually wouldn't recommend, or you can choose a company by name, or by category, and you can even exclude companies that you're not interested in working with. Or exclude a whole industry.
Or exclude company sizes. Now, I use this when I want to target a particular company maybe that I have a proposal out to. And I'll usually choose a sponsor content or do a text ad to that particular company, usually the marketing or sales division. This time, I'll do a link to the landing page, targeted right to those individuals. So, right to the title or the industry at a particular company. And it's not gonna get me my thousand people minimum, which I need in order to run the ad, so I'll just fill in the rest with a bunch of people I either don't think will be interested in the ad, and so won't click on it, which will increase my visibility and my impressions without me having to pay for it.
You know what? And if they click through, that's fine, too. And LinkedIn also allows you, as I mentioned earlier, to exclude audiences. So, if you don't want your competition seeing what you're doing in ads, just add them as a company that you want to exclude. Or if you only work with the big companies or small companies, you can exclude by company size. So, you can see where, just like in LinkedIn's search, when you exclude an audience, it actually helps you to focus an audience even more.
Now, some other things that you can do... I've mentioned job title. I absolutely use this almost every time I refine a search because I have a very specific audience and it's almost always marketing or sales professionals. I can also refine my search by category, job function, or seniority. And, again, I can exclude job titles. You know, like people who do what I do. For those of you who are targeting schools, you can also choose to address alumni.
This is really good if you've got an educational product. You can choose to address schools, and you can choose to exclude schools or alumni or even individuals. And, you can do the same thing with field of study and degree. Now, the next one I like is relatively new. And this is the ability to filter your audience by skills. So, you can actually include people in your audience by their skill sets that they've got listed in their LinkedIn profiles.
And what I like about this is when you put in a certain skill, like I put in social media, LinkedIn actually says "Hey! Have you considered Facebook, "or blogging, or press releases, or social networking." By the way, and here's a little ninja trick, this also makes a good list of keywords that you can use to optimize your ad, that you can use to optimize your personal profile, that you can use to optimize your company page. So, above and beyond, LinkedIn ads. Now, LinkedIn does not yet let you exclude skills.
There's no negative targeting available. But that might be on it's way. Another option for targeting that I love is targeting by group name. And there's a couple reasons for this. First of all, if I choose a group that I'm in, and I know that group is really active, then I know that there's a better chance of them seeing and acting on my content. And I also know if someone likes, shares, etcetera, the content that my company, because this would have to be sponsored content, is sharing, then I know I can easily interact with them because we actually share a group together.
And that allows for greater engagement. But, above and beyond that, if I'm doing a text ad, it just helps me to refine, to manage, and to measure my metrics more effectively. Some other really cool things that you can do... You can focus on gender, all people, males or females. You can choose age ranges. And then there's also something new called audience expansion. Now, this is LinkedIn saying "We see what you've done, 'and we've expanded the scale of your campaign "because we think you're missing out on some people." It's kind of up to you whether you wanna leave this on or off.
I leave it off because, even though it sounds good, it could possibly dilute the effects of your campaign. And if you're not getting the results you want, and you don't want to throw more money at it yet, then you can always come back here and turn this back on. Now, here's another cool ninja trick. If you were ever wondering about LinkedIn members, in general. Maybe how many contractors there are, or how many sales professionals there are, or how many women there are, or how many people in Canada there are, you can actually use targeting to get those almost accurate numbers.
So, anytime I'm gonna go speak in, say, Canada in a particular area, I'll go into ads, I might not even run one, but I'll go into ads and just see who or how many people live in that particular area who might be marketing or in sales, etcetera. So, it's just a cool way to use LinkedIn targeting above and beyond doing it just for ads. So, you can see how your audience can really affect the strategy of your ads campaign. Now, stay tuned, because I have a really ninja trick coming up for you next.
- Understanding LinkedIn ad options
- Budgeting strategies for Sponsored Updates
- Targeting text ads
- Targeting new audiences
- PPC vs. PPM big strategies
- Enterprise marketing with Sponsored Groups, Sponsored InMail, and Lead Accelerator