LinkedIn Adds Enhanced Targeting Tools to Help Marketers
Marketers shared that one of their biggest priorities is to reach more of the right audiences at scale. LinkedIn recently invested a lot in bringing that to life with the introduction of new tools to expand the audience reach for marketers, including lookalike audiences, interest targeting with Bing search insights, and audience templates.
LinkedIn is taking that up a notch by bringing more sophisticated audience, targeting, and reporting features to Campaign Manager. These tools are designed to help marketers who are looking for more powerful reach and insights for their LinkedIn campaigns.
More powerful audience forecasting and intelligence
Planning and forecasting is crucial to the success of any campaign. After all, the more marketers know about the types of audiences they are trying to reach and what resonates with them, the better the brand campaign will perform.
LinkedIn has improved the campaign forecasting panel in Campaign Manager, so marketers can now see the make-up of their target audience right from the dashboard. Marketers can also customize the panel to surface specific professional characteristics, like top industries, years of experience, or company sizes for your audience. When combined with contacts marketers uploaded to Matched Audiences, can be sure that they are not only serving ads to the specific prospects they are trying to reach, but that they have the demographic insights to deliver the content and creative mix that will resonate with their audiences.
“Since we gained access to this feature, we have been able to assess the makeup of our targeting and ensure our ads would get in front of decision-makers,” says Tanner Stolte, account executive and media buyer at Elite Digital Group, an early user of the new audience forecasting tool. “This level of insight to improve your targeting in a B2B campaign really doesn't exist elsewhere. By putting our ads in front of these high-end targets we've increased our MQLs 11.3% month-over-month with a comparable ad spend and seen our close rate improve near 5% from our LinkedIn leads, with more deals still in the pipeline that are expected to close.”
New Boolean logic to target with precision:
As we ‘worked with’ OR ‘surveyed’ customers to prioritize targeting capabilities to build, many of them placed Boolean targeting logic, i.e. using “And/Or” in your queries, at the top of the list. That’s because “And/Or” targeting enable marketers to reach more of the right audiences through more sophisticated combinations of profile facets like job function, seniority, and titles - all in a single campaign.
For example, let’s say a marketer wanted to target people using Director job seniority and the Finance job function. Previously, within a campaign marketers could only do so by targeting Directors in Finance roles. Now, with Boolean targeting, marketers can use a single campaign to reach people who are Directors at any job function, as well as people in Finance roles of any seniority. This gives marketers greater flexibility to determine the kinds of professionals who see their ads.
Understand even more about the professional audiences engaging with your campaigns
Demographic reporting has been one of LinkedIn’s most popular features because it helps marketers see the types of audiences clicking and converting on their ads, based on professional characteristics like company name and job seniority. Today, LinkedIn is making this reporting feature even better by allowing marketers to understand which audiences are watching their video ads, filling out your Lead Gen Forms, and opening the Sponsored InMail messages.
With this data, marketers can demonstrate to their exec team or partners in the Sales org exactly what kinds of professionals are becoming quality leads for their business or engaging with their content.
This type of demographic information also helps marketers better understand the value they are getting from campaigns, and can give them the insight they need to make strategic adjustments to the ad creative so they get better results from the audiences they care about most.
LinkedIn India’s audience forecasting and Boolean targeting updates are available globally, while the updates to demographic reporting will be available to all advertisers over the next two weeks.