Setting Up Your First LinkedIn Campaign: A Marketer’s Guide



Maximize the success of your LinkedIn campaigns from the jump with these tips for targeting, format, budget, and more.


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In just four short years since being purchased by Microsoft, LinkedIn has officially amassed a global footprint of 660 million members worldwide.

The platform has facilitated growth and opportunities for engagement through improvements to its feed algorithm and expanding its team of 65 journalists that work to curate daily news roundups as a means of driving user activity.

If you haven’t taken a close look at the opportunities LinkedIn can deliver to your marketing strategies, now is the time with 2020 right around the corner. To serve as a guide as you begin to dig deeper into the potential benefits of LinkedIn campaigns, here are a few important steps and practices you’ll want to consider.

Objectives are your north star

When planning your campaign, start by defining your objectives. These are ultimately what will keep the campaign grounded and organized from start to finish. Consider them your north star and refer back to them continuously. The more you know about what the ultimate goal of the campaign is, the more prepared you’ll be to course correct when unexpected hurdles arise.

LinkedIn supports full funnel objectives group into the primary categories: awareness, consideration, and conversions. Once you’ve landed on your goals, feel free to get more granular. For instance, if your overarching goal is consideration, you can dictate how you want your audience to gain a better understanding of your brand through engagement, video views, or website visits.

Ad formats and targeting facets

The two most important targeting elements to a LinkedIn campaign include audience and language. Similarly to defining your objectives, you can first determine your audience on a continent level and then get more specific by identifying a given country. Languages are another way to streamline your campaign and begin to personalize your content. Currently, LinkedIn provides 19 language offerings for ad campaigns.

After determining the who, you’ll want to take a close look at the how, more specifically, which ad formats you’ll want to tap into to communicate with this group. Options range from text-based to visual ads incorporating single or multiple images and video, to interest-based ads including job and follower ads.

Avoid the trap of hypertargeting

You can choose from a number of parameters to target your audience including company, demographics, education, job experience, and interests. A good rule of thumb? Stick to the three or four that are most integral to what you’re trying to achieve. For example, if you’re trying to connect with more senior-level decision-makers, job experience should certainly be high on your list. If you know you’re wanting to focus strictly on platforms, brands, or agencies, company would be another important attribute.

Over time if you’re looking to get more sophisticated, LinkedIn’s Matched Audiences feature enables targeting beyond this basic information that can be found in someone’s profile.

Finally, before you set your campaign live ensure whether your campaign type requires conversion tracking, select your preferred bid type, and determine whether daily or total budgets make more sense based on your spending structure. For more tips on how to exceed in your LinkedIn marketing efforts, visit their blog here.

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