Posted by Stuart Walters on October 16, 2020
When you create a new campaign, you‘ll be asked to select a marketing objective. Objectives allow you to customise your campaign to achieve the desired marketing results.
Setting a specific objective for your campaign helps you achieve your goals. A campaign objective is the action you want your customers to take when they see your ads. Choosing an objective LinkedIn to deliver the best ROI for your goal, and show you relevant reporting.
Awareness - This objective is at the top of the marketing funnel, which helps build awareness of your brand.
Tell more people about your products, services, or organization through Brand awareness ad campaigns. These impression-based ads maximize views of your ads on LinkedIn.
Consideration - These ad campaigns are in the middle of the marketing funnel, which engages your targeted audience.
Encourage members to go to your website or landing page through the Website visits ad objective. These advertising campaigns will be shown to those most likely to click on your ad, which directs them to your website, landing page, or other URL.
Increase engagement on your content by running ad campaigns through the Engagement objective. Engagement actions may include likes, comments, shares, follows, or clicks to a landing page or LinkedIn Page.
Share videos with more members through the Video views ad objective. These advertising campaigns encourage customers to find out more by watching your videos.
Conversions - These objectives are at the bottom of the marketing funnel, which encourages valuable actions that you define.
Get qualified leads through the Lead generation advertising objective. With this objective, customers who click on your ad go to a lead generation form that is pre-filled with their LinkedIn profile data.
Choose Website conversions for your advertising objective to capture leads on your website and encourage valuable actions that you define.
Promote your job opportunities to top talent by choosing Job applicants as your ad objective. Your ads will be shown to those most likely to view or click on your job ads, getting more applicants.
If you hover over any of the options, you get a quick and friendly reminder of the details.
For today, we'll select Website Visits. Probably the most used option. Get people to your website to take action.
Now you have to select your audience, in our opinion, the most important part of the whole process. No matter how great your product or service is, or how amazing your ad creative is, if the ads are pushed to the wrong people, it won't sell. It's that simple.
So, who are you targeting, or, what are the options...
Firstly - where are your audience?
Do you want to target the whole of your country, or just an area. We're based in Wallingford in Oxfordshire. So in our example, let's look at the options.
As you can see, we could select Oxford, Oxfordshire, Great Oxfordshire Area, South Oxfordshire, West Oxfordshire. Each has its own target audience size depending on your selection.
You can pick to between people who have visited the area, or who are permanent to that location. Choosing a location to target is compulsory.
Next, let's narrow our audience further.
Company Connections: Allows you to reach the 1st-degree connections of employees at companies you select. This is only available for companies with more than 500 employees.
Company Industry: The primary industry of the company where the member is employed.
Company Size: Allows you to reach members based on the size of the organization where they work. Company size is determined by the number of employees listed on the organization's LinkedIn Page.
Company Name: The organization a member lists as his or her employer. These are based on LinkedIn Pages, which are maintained by company employees.
Company Followers: Allows you to target your own LinkedIn Page followers. To use this targeting facet, your Ads account must be associated with your LinkedIn Page.
Company Growth Rate: Allows you to target companies by their rate of growth year over year, determined by factors such as employee growth or inferred data from other similar companies within the same location and industry.
Company Category: Allows you to target companies by custom segments such as S&P 500
Member Age: An estimation of how old a member is based on their profile information.
Member Gender: Determination of whether a member is female or male is inferred, based on their profile information.
Fields of Study: The major or area of study within a member's degree.
Member Schools: The school, college, university, or other learning institution where a member completed a course.
Degrees: Recognized ranks granted by a college, university, or other learning institution.
Job Function: Based on standardized groupings of the job titles entered by LinkedIn members.
Job Seniority: Describes the rank and influence of a member's current role in their organization.
Job Title: When members update their LinkedIn profiles with new roles, these job titles are grouped by LinkedIn's algorithms and organized into standardized titles.
Member Skills: Highly relevant keywords found within a member's profile and skills section that indicates expertise in a particular area. Member-entered skills in the Skills & Endorsements section on their profile, skills mentioned in their profile text, or inferred skills based on their listed skills.
Years of Experience: Reach a target audience based on the years of professional experience they've accumulated.
Interests and Traits
Member Groups: LinkedIn Groups where members who share interests or professional associations can gather, discover new information, and ask questions.
Member Interests: Interest categories identified by and inferred from member actions and engagement with content on LinkedIn. Learn more about interest targeting options.
Member Traits: Direct and inferred behaviour traits based on member actions on LinkedIn, profile information, and more. Learn more about member trait targeting options.
So, let's say we want to target Marketers, we'd select 'Job Experience' then 'Job Functions'. So, this covers all marketers in all industries, just say we wanted to restrict this, our campaign is for marketers in Education.
We'll need to click on 'Narrow audience further' options - otherwise, our next selection would be 'or' and we'd be selecting anyone working in education or marketers.
So we'll select 'Company' then 'Company Industries' and use the selection boxes to choose which subcategories of the Education industry we want to target.
So, with our selection, our audience has narrowed from 6,500+ Marketers in the Oxfordshire region to 590+ marketers in Education in the Oxfordshire region.
Perfect for this example. Keep an eye out for next week's blog where we'll look into targeting in more detail.
This website is operated by Alexander Advertising International and whose registered address is Ispden House, Lutpon Road, Wallingford, OX10 9BS. We are committed to protecting and preserving the privacy of our visitors when visiting our site or communicating electronically with us.
This policy sets out how we process any personal data we collect from you or that you provide to us through our website. We confirm that we will keep your information secure and that we will comply fully with all applicable UK Data Protection legislation and regulations. Please read the following carefully to understand what happens to personal data that you choose to provide to us, or that we collect from you when you visit this site. By visiting www.alexander-advertising.co.uk (our website) you are accepting and consenting to the practices described in this policy.
We may collect, store and use the following kinds of personal information about individuals who visit and use our website:
Information you supply to us. You may supply us with information about you by filling in forms on our website. This includes information you provide when you submit a contact/enquiry form. The information you give us may include your name, address, e-mail address and phone number.
Information our website automatically collects about you. With regard to each of your visits to our website we may automatically collect information including the following:
We use the information in the following ways:
Information you supply to us. We will use this information:
Information we automatically collect about you. We will use this information:
This information is collected anonymously and is not linked to information that identifies you as an individual. We also use Google Analytics to track this information. Find out how Google uses your data atGoogle Analytics Data Usage
Any information you provide to us will either be emailed directly to us or may be stored on a secure server located in the UK. We use a trusted third-party website and hosting provider (Perfect Web Design) to facilitate the running and management of this website. Perfect Web Design meet high data protection and security standards and are bound by contract to keep any information they process on our behalf confidential. Any data that may be collected through this website that Perfect Web Design process, is kept secure and only processed in the manner we instruct them to. Perfect Web Design cannot access, provide, rectify or delete any data that they store on our behalf without permission.
We do not rent, sell or share personal information about you with other people or non-affiliated companies.
We will use all reasonable efforts to ensure that your personal data is not disclosed to regional/national institutions and authorities, unless required by law or other regulations.
Unfortunately, the transmission of information via the internet is not completely secure. Although we will do our best to protect your personal data, we cannot guarantee the security of your data transmitted to our site; any transmission is at your own risk. Once we have received your information, we will use strict procedures and security features to try to prevent unauthorised access.
Our site may, from time to time, contain links to and from the third-party websites. If you follow a link to any of these websites, please note that these websites have their own privacy policies and that we do not accept any responsibility or liability for these policies. Please check these policies before you submit any personal data to these websites.
You have the right to ensure that your personal data is being processed lawfully (“Subject Access Right”). Your subject access right can be exercised in accordance with data protection laws and regulations. Any subject access request must be made in writing to email@example.com. We will provide your personal data to you within the statutory time frames. To enable us to trace any of your personal data that we may be holding, we may need to request further information from you. If you have a complaint about how we have used your information, you have the right to complain to the Information Commissioner’s Office (ICO).