LinkedIn Campaign Structure and Targeting
Strategies to strengthen your social marketing on LinkedIn
LinkedIn Ad structure is comprised of three components: Creative, Targeting and Campaign Options. For an Ad Campaign, you can build multiple variations of your ad to test creative copy and images so you can see what converts best. If you’re sponsoring company posts, consider selecting multiple posts to promote so you can see what your target audience finds most engaging. As always, if you’re leading your audience to a piece of content such as a white paper or an industry guide, be explicit about what they expect to find when they click your ad. Ensure that the content you’re advertising is presented professionally with branded design and high quality images and graphics.
You can target an audience by the following parameters: Location, Company, Job Title, Field of Study, Degree, Skills, Specific Linkedin Groups, and Gender and Age. Once you’ve selected the characteristics of your ideal audience, you can activate Audience Expansion to increase your reach to people similar to your target audience.
Say you’re a marketing firm whose ideal client is a small business owner in the city where you operate. Using the above targeting parameters, you could target an ad that would be served only in that area. To ensure you’re reaching key decision makers who have the seniority to consider your services, it would be best to target people with Job Titles such as Founder and Owner. If you have particular companies in mind, enter their names to target their employees. If you’re promoting a post that emphasizes the benefits of using your company’s services, you may want to consider excluding your present clients, as that kind of content would be irrelevant to them. Targeting by Skill is useful when your business operates in a competitive niche. By defining the precise skillset you want your audience to have, you can reach people who are familiar with your competition. This provides you an opportunity to present your business as an alternate choice, but remember to keep it professional and tactful.
Under the Campaign Options tab, you can define how you would like to pay for your campaign. Similar to Facebook, you can choose between Cost per Click and Cost per Impression bidding, depending on your objective. Say you’re promoting an industry conference and want to get the word out to as many people as possible - you can target a precise audience based on location, seniority, and skillset and bid based on impressions to maximize exposure. This is also the time to define the length of your campaign - depending on your objective, you may want to run it continuously or select an end date.