How to setup LinkedIn Campaigns

Reaching the Right People on LinkedIn: A Guide to Effective Audience Targeting

Frustrated by campaigns that miss the mark? Targeting the right audience is crucial for maximizing the success of your LinkedIn marketing efforts. But with so many options, crafting the perfect audience can seem overwhelming. Fear not! This guide will break down the essential steps to effective LinkedIn audience targeting, ensuring your message reaches the most relevant and valuable prospects.

LinkedIN Targeting

When you’re creating the targeting in LinkedIn, avoid hyper-layering (titles AND industry AND skills AND company size). Too many ANDs will drastically reduce audience size, but you could be missing out on high value prospects.

A good starting point is using a job-related criteria (titles or function + seniority) layered on with company size and/or Industry (sometimes industry isn’t always relevant). Remember that Segmentation is a gradual process, so you shouldn’t start with hyper-segmented campaigns from the start.

  • For the most relevant, stick to job titles. This will have higher CPCs, lower reach, and greater quality for the most part. Great for middle funnel offers.
  • For more reach and volume, stick to job function + seniority. This will have cheaper CPCs, higher reach, higher volume, but often not as great quality. Great for top funnel offers.

How to Create LinkedIN Campaigns

To begin creating the audiences, you’re going to have to create a campaign in LinkedIn by clicking Create campaign.

 

Select the campaign group and click Next.

 

Select the campaign objective, more often than not you’ll focus on either Lead Generation which lets you use lead gen forms or Website Conversions if you’re planning on using just a landing page.

 

Now, you’ll be able to start creating your audiences. Before you get started, set the country you’re targeting to be Permanent and uncheck the Enable Audience Expansion option.

If you’re targeting Job Titles:

Under Audiences, click on Audience attributes > Job Experience > Job Titles. From here, start typing in the job titles you want to target to start building the audience and group them together by relevance.

 

If you’re targeting Job Function + Seniority:

Under Audiences, click on Audience attributes > Job Experience > Job Function. From here, select the functional area of your campaign’s target audience.

 

For job seniority, go to Audience attributes > Job Experience > Job Senorities. From here, select the senorities of your target audience. Make sure to change the OR option to AND to make it Sales AND Entry/Senior.

 

Add in additional layers by selecting the Narrow audience further option (remember to avoid hyper-layering). Company size and/or industry are common ones.

 

For company size layering:

Go to Audience attributes > Company > Company Size. From here, select the sizes of your campaign’s target audience.

 

For company industry layering:

Go to Audience attributes > Company > Company Industries. From here, select the industries of your campaign’s target audience.

 

Now that you have all the targeting criteria added, you should save the audience as a template so you don’t have to do all this all over again for other campaign types. Click Save as template, name your audience, and save it.

LinkedIn Setup Final Thoughts:

By understanding the different targeting options and applying the insights mentioned above, you can build high-performing audiences that deliver meaningful results for your LinkedIn campaigns. Remember, the key is to balance precision with reach, starting with broader criteria and gradually refining your targeting as needed. By following these steps and avoiding the pitfalls of hyper-layering, you can ensure your message lands with the right audience on LinkedIn.

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