This document provides an overview of how to use targeting options on LinkedIn to reach specific professional audiences. It discusses the various targeting filters available, including demographics, interests, company details, job experiences, education and skills. It recommends pairing multiple targeting criteria to refine audiences, and emphasizes testing broad versus narrow targeting. The goal is to help advertisers understand LinkedIn targeting and optimize their strategies for higher engagement and conversion rates.
Reach your audience: Targeting on LinkedInLuiz Navarro
Targeting on LinkedIn allows you to reach a professional audience using a variety of options including experience, company, education, and interests. Experience can be targeted by job function, title, seniority, and years of experience to reach professionals with specific expertise. Company targeting options include industry, company name, and company size to reach employees of key accounts. Education targeting uses school, degrees, and fields of study. Interests are targeted using member interests and groups. Combining multiple targeting options helps create an effective audience.
Live Webcast: Demystifying Targeting on LinkedInLinkedIn
The document provides an overview of targeting capabilities on LinkedIn. It discusses how LinkedIn members can be targeted based on profile information like title, company, skills, groups, and more. It also discusses targeting best practices like keeping targeting broad for awareness campaigns, testing different audiences and creatives, and aligning measurement with goals. The document uses examples to illustrate how targeting can be leveraged for various LinkedIn marketing tactics and account-based marketing.
Outsourcing Your Content vs. Hiring an In-House Writing TeamDrew Allen
It’s no secret that quality content improves brand awareness, increases customer loyalty and drives leads, but most marketing managers say that good writers are difficult to find.
Companies need writers who can create value through informative and engaging information. So, do you outsource your content or build an in-house team?
In this report, we discuss the pros and cons of each strategy and follow with a detailed breakdown of costs for four separate scenarios. Data is drawn from government reports, employment websites and industry surveys, and we’ve included a sideby-side comparison to help you determine how much you can expect to spend on in-house writers versus outsourced content.
Content Marketing Strategy - Copy and Check (B2B)Copy and check
The document outlines a 6-step content strategy process used by Copy and Check: 1) Understand the company, 2) Understand customers, 3) Understand competition, 4) Create compelling content using insights from steps 1-3, 5) Evaluate content performance, and 6) Iterate on what works and improve what doesn't. It then details how Copy and Check executes this process, including researching the company, customers, competitors, keywords, and identifying content gaps to create an engagement plan and production process focused on engagement and evaluation.
In an ongoing effort to make creating campaigns on LinkedIn easier for everyday marketers, we've redesigned campaign manager to lead with objectives. Learn what's changing and hands-on tips for creating campaigns in the new experience.
Engaging your Audience with Sponsored InMailLinkedIn
LinkedIn Sponsored InMail is the most direct way to reach prospects by delivering personalized messages straight to their LinkedIn inbox. In this deck, you'll learn how to leverage Sponsored InMail to engage your target audience and generate leads with real-world examples of successful campaigns.
1. The document provides an overview of digital marketing strategies that can be used by recruitment agencies to promote their business online. It discusses tools like email marketing, social media marketing, content marketing, SEO, and SEM.
2. Popular digital marketing channels mentioned include email marketing, social media platforms like LinkedIn and Facebook, content marketing through articles and publications, and paid advertising through Google AdWords, LinkedIn Ads, and Facebook Ads.
3. The document provides benefits and examples of how recruitment agencies can utilize each channel, such as creating an email newsletter, using LinkedIn groups and InMail, publishing articles in relevant publications, and creating targeted ads.
Reach your audience: Targeting on LinkedInLuiz Navarro
Targeting on LinkedIn allows you to reach a professional audience using a variety of options including experience, company, education, and interests. Experience can be targeted by job function, title, seniority, and years of experience to reach professionals with specific expertise. Company targeting options include industry, company name, and company size to reach employees of key accounts. Education targeting uses school, degrees, and fields of study. Interests are targeted using member interests and groups. Combining multiple targeting options helps create an effective audience.
Live Webcast: Demystifying Targeting on LinkedInLinkedIn
The document provides an overview of targeting capabilities on LinkedIn. It discusses how LinkedIn members can be targeted based on profile information like title, company, skills, groups, and more. It also discusses targeting best practices like keeping targeting broad for awareness campaigns, testing different audiences and creatives, and aligning measurement with goals. The document uses examples to illustrate how targeting can be leveraged for various LinkedIn marketing tactics and account-based marketing.
Outsourcing Your Content vs. Hiring an In-House Writing TeamDrew Allen
It’s no secret that quality content improves brand awareness, increases customer loyalty and drives leads, but most marketing managers say that good writers are difficult to find.
Companies need writers who can create value through informative and engaging information. So, do you outsource your content or build an in-house team?
In this report, we discuss the pros and cons of each strategy and follow with a detailed breakdown of costs for four separate scenarios. Data is drawn from government reports, employment websites and industry surveys, and we’ve included a sideby-side comparison to help you determine how much you can expect to spend on in-house writers versus outsourced content.
Content Marketing Strategy - Copy and Check (B2B)Copy and check
The document outlines a 6-step content strategy process used by Copy and Check: 1) Understand the company, 2) Understand customers, 3) Understand competition, 4) Create compelling content using insights from steps 1-3, 5) Evaluate content performance, and 6) Iterate on what works and improve what doesn't. It then details how Copy and Check executes this process, including researching the company, customers, competitors, keywords, and identifying content gaps to create an engagement plan and production process focused on engagement and evaluation.
In an ongoing effort to make creating campaigns on LinkedIn easier for everyday marketers, we've redesigned campaign manager to lead with objectives. Learn what's changing and hands-on tips for creating campaigns in the new experience.
Engaging your Audience with Sponsored InMailLinkedIn
LinkedIn Sponsored InMail is the most direct way to reach prospects by delivering personalized messages straight to their LinkedIn inbox. In this deck, you'll learn how to leverage Sponsored InMail to engage your target audience and generate leads with real-world examples of successful campaigns.
1. The document provides an overview of digital marketing strategies that can be used by recruitment agencies to promote their business online. It discusses tools like email marketing, social media marketing, content marketing, SEO, and SEM.
2. Popular digital marketing channels mentioned include email marketing, social media platforms like LinkedIn and Facebook, content marketing through articles and publications, and paid advertising through Google AdWords, LinkedIn Ads, and Facebook Ads.
3. The document provides benefits and examples of how recruitment agencies can utilize each channel, such as creating an email newsletter, using LinkedIn groups and InMail, publishing articles in relevant publications, and creating targeted ads.
3 best functions by virtual assistants for legal firmsTechnomine
Over the past few years, the demand for outsourcing back-office, legal records retrieval and digital marketing functions is growing steadily. In this presentation we will be discussing offshore legal administrators managing duties for gaining a competitive advantage using these tools.
Exclusive Webinar: LinkedIn for Lead Generation: Build Your ArmyLinkedIn
Do you use LinkedIn for business? Are you wondering how you can use LinkedIn to generate quality leads?
Research has shown that LinkedIn is the only platform the majority of B2B marketers consider to be effective and that 77 percent of B2B marketers say they have acquired a customer through LinkedIn.
Jason Miller, Sr. Content Marketing Manager at LinkedIn, goes back to his roots of using social media for lead generation and shows you how to best leverage LinkedIn for building an army of high quality leads. Turn your social media strategy up to eleven.
In this webinar you will learn:
1. The importance of using social media for driving leads.
2. How to drive quality leads using LinkedIn Company Pages, Sponsored Updates, LinkedIn Groups and SlideShare.
3. The types of content that work best for driving leads on LinkedIn.
4. Best practices for messaging, visuals and targeting for your campaigns.
5. How to track and optimize your LinkedIn campaigns for maximum effectiveness.
View the presentation here:
http://youtu.be/KZZkryzdy7E
This document discusses how LinkedIn can help align sales and marketing efforts through account-based marketing. It notes that LinkedIn has over 60 million senior decision influencers, 40 million decision makers, and 6.8 million C-level executives that can be targeted. It also provides details on how to target specific accounts, tailor content, measure results, and optimize campaigns on LinkedIn.
Southeast Asia B2B Email Lists (Malaysia)Travis Saw
Find Southeast Asia (Singapore) sales leads with #1 data provider for accurate B2B email lists to reach the right decision-makers faster than ever before. Get email addresses and phone numbers of key decision makers to turbo-charge your email marketing & telemarketing campaigns to capture your target market easily. Find out more from https://www.waveleads.io/
- LinkedIn was founded in 2003 and is headquartered in Mountain View, CA with offices in several major cities and over 340 employees.
- The LinkedIn network includes over 43 million professionals and the network grows by around 2 million members per month.
- The LinkedIn Talent Solutions product family helps companies find and recruit top talent through tools like job postings, messaging capabilities, and developing an employer brand on LinkedIn.
How to get started with advertising on Linkedin Live DemoGearoid Buckley
The document summarizes a LinkedIn webinar on getting started with LinkedIn marketing. The webinar included an introduction to LinkedIn Marketing Solutions, a live demo of sponsored content and text ads, and a Q&A session. Tips were provided on creating campaigns, managing content updates, optimizing ads and content, and using the Campaign Manager tool. The webinar aimed to help marketers learn how to engage professionals on LinkedIn.
Have you ever taken over a paid search account and thought, “What were they thinking?” Make sure you don’t make those mistakes! Account structure is an important but often overlooked part of paid search success. At Hero Conf London, Sean Murphy showed us the most impactful changes you can make to your account structure to drive paid search performance.
This document provides an overview of content marketing strategies for recruitment firms. It defines content marketing and discusses how it differs from traditional advertising. It also presents a case study of a company that has successfully implemented a content marketing strategy. Finally, it offers tips on developing content topics, distributing content on LinkedIn, creating personas to target different audiences, and using a group strategy to engage members and drive traffic. The overall message is that content marketing can help recruitment firms engage prospects and customers without direct sales pitches.
This document provides tips for using LinkedIn effectively for business and career opportunities. It emphasizes that LinkedIn is for business networking, not social networking. It recommends regularly updating your profile, engaging with your connections, and sharing relevant content in order to build your professional brand and expand your network. The document contains specific strategies for searching for new connections, personalizing outreach, and participating in groups. The goal is to leverage LinkedIn to further your career and business goals through an active online presence and network.
The Search Engine Optimization Specialist is responsible for day-to-day management of ongoing search engine optimization programs, both on-site and on-page, as well as off-site, including link building, content development and social media integration. In addition, this role may have assigned client work in Social Media Marketing, Paid Online Marketing on multiple platforms and Website Development. You are accountable to the client and to the Director of Online Marketing overseeing assigned programs to deliver superior results. This role combines several competencies: (1) Search engine optimization knowledge; (2) Social Media Marketing knowledge, and (3) General online marketing knowledge that includes search engine marketing and website content development & project management.
At full capacity, you would manage a number of existing clients across multiple industries and of multiple budgets, with responsibility for maintaining and improving performance (organic, social or paid) to achieve target imputed ROI within set budgets. A portion of your work might involve managing new websites through the development process, including content-writing optimized for high conversions.
Successful acquisitions occur more often when there is sharing, not taking, between two organizations. In this webinar, Bob Johnson takes a look at managing an employer brand in a time of transition and shows how a stronger employer brand is created by sharing culture, mission and values.
Learn how the talent acquisition and marketing teams at Bharti AXA combined forces to engage candidates at every step of their journey; maintaining the #1 talent brand in India's life insurance industry in 2016.
For more inspiring talent stories: lnkd.in/ltsindia
PPC (pay-per-click) advertising involves creating ads that appear on search engine results pages when relevant keywords are searched. Advertisers bid on keywords, set daily budgets, and pay only when users click their ads. Key aspects of optimizing a PPC campaign include conducting keyword research, writing compelling ads, setting up relevant ad groups and campaigns, monitoring metrics like click-through rate and quality score, and ensuring landing pages effectively guide users to conversion. Regular maintenance such as adjusting bids and keywords is important to improve campaign performance over time.
ReTargeter: The Recruiter's Choice for Targeted Display Advertising SolutionsArmando Gallegos
This document discusses display advertising solutions from ReTargeter focused on retargeting job candidates. It provides an overview of ReTargeter's technology platform and targeting capabilities. Case studies are presented showing how various companies achieved increased applications and hires through ReTargeter's retargeting campaigns. ReTargeter positions itself as expert in recruitment advertising focused on retargeting the 93% of candidates that do not initially apply for jobs.
LinkedIn is a powerful tool for networking, research, and marketing yourself to clients and employers. This session teaches strategic practices for building your LinkedIn internet presence and marketing yourself. The use of # and @ symbols is covered as well as going mobile with the LinkedIn app.
In this edition of the Quarterly Product Release Webinar, LinkedIn's product experts give you a full look at all the Q1 product updates rolling out across LinkedIn Talent Solutions.
Speaker Names:
Lauren Kuemmeler, Senior Customer Success Manager
Tucker Johns, Senior Customer Success Manager
Sankar Venkatraman, Global Product Evangelist
We noticed an uptick in interest in our Workforce Marketing solution this year and wanted to understand what was driving it. To find out, we reached out to our clients and asked them: where was the value? How were they using it? This is what we learned.
This document provides guidance on setting up an advertising campaign on LinkedIn. It outlines the key steps including defining campaign goals, creating a campaign name, developing targeting personas and filters, and tracking results. For targeting, it recommends focusing on job title, company, industry, seniority, location and LinkedIn groups. Sample targeting options for an accounting software company campaign include accounting directors in North America. The document aims to help advertisers effectively focus their campaigns and maximize results.
This document provides guidance on setting up and optimizing LinkedIn ad campaigns. It outlines the key steps including defining campaign goals, choosing a campaign name, selecting targeting criteria like job title, company and location, and tracking results. For example, it discusses how an accounting software company called ProStock may target their ads towards accountants in North America to drive leads through free trials and educational content. The document provides tips at each step and examples to help advertisers set up effective LinkedIn ad campaigns.
This document provides guidance on setting up and optimizing a LinkedIn Text Ad campaign. It covers defining campaign goals, naming the campaign, targeting the right audience, setting a budget and time period, and designing ad creative. For targeting, it recommends starting broadly and then testing more specific options like job title, company, location. It also suggests testing different targeting combinations. For budgeting, it defines key terms and recommends focusing spend on weekdays when traffic is highest.
3 best functions by virtual assistants for legal firmsTechnomine
Over the past few years, the demand for outsourcing back-office, legal records retrieval and digital marketing functions is growing steadily. In this presentation we will be discussing offshore legal administrators managing duties for gaining a competitive advantage using these tools.
Exclusive Webinar: LinkedIn for Lead Generation: Build Your ArmyLinkedIn
Do you use LinkedIn for business? Are you wondering how you can use LinkedIn to generate quality leads?
Research has shown that LinkedIn is the only platform the majority of B2B marketers consider to be effective and that 77 percent of B2B marketers say they have acquired a customer through LinkedIn.
Jason Miller, Sr. Content Marketing Manager at LinkedIn, goes back to his roots of using social media for lead generation and shows you how to best leverage LinkedIn for building an army of high quality leads. Turn your social media strategy up to eleven.
In this webinar you will learn:
1. The importance of using social media for driving leads.
2. How to drive quality leads using LinkedIn Company Pages, Sponsored Updates, LinkedIn Groups and SlideShare.
3. The types of content that work best for driving leads on LinkedIn.
4. Best practices for messaging, visuals and targeting for your campaigns.
5. How to track and optimize your LinkedIn campaigns for maximum effectiveness.
View the presentation here:
http://youtu.be/KZZkryzdy7E
This document discusses how LinkedIn can help align sales and marketing efforts through account-based marketing. It notes that LinkedIn has over 60 million senior decision influencers, 40 million decision makers, and 6.8 million C-level executives that can be targeted. It also provides details on how to target specific accounts, tailor content, measure results, and optimize campaigns on LinkedIn.
Southeast Asia B2B Email Lists (Malaysia)Travis Saw
Find Southeast Asia (Singapore) sales leads with #1 data provider for accurate B2B email lists to reach the right decision-makers faster than ever before. Get email addresses and phone numbers of key decision makers to turbo-charge your email marketing & telemarketing campaigns to capture your target market easily. Find out more from https://www.waveleads.io/
- LinkedIn was founded in 2003 and is headquartered in Mountain View, CA with offices in several major cities and over 340 employees.
- The LinkedIn network includes over 43 million professionals and the network grows by around 2 million members per month.
- The LinkedIn Talent Solutions product family helps companies find and recruit top talent through tools like job postings, messaging capabilities, and developing an employer brand on LinkedIn.
How to get started with advertising on Linkedin Live DemoGearoid Buckley
The document summarizes a LinkedIn webinar on getting started with LinkedIn marketing. The webinar included an introduction to LinkedIn Marketing Solutions, a live demo of sponsored content and text ads, and a Q&A session. Tips were provided on creating campaigns, managing content updates, optimizing ads and content, and using the Campaign Manager tool. The webinar aimed to help marketers learn how to engage professionals on LinkedIn.
Have you ever taken over a paid search account and thought, “What were they thinking?” Make sure you don’t make those mistakes! Account structure is an important but often overlooked part of paid search success. At Hero Conf London, Sean Murphy showed us the most impactful changes you can make to your account structure to drive paid search performance.
This document provides an overview of content marketing strategies for recruitment firms. It defines content marketing and discusses how it differs from traditional advertising. It also presents a case study of a company that has successfully implemented a content marketing strategy. Finally, it offers tips on developing content topics, distributing content on LinkedIn, creating personas to target different audiences, and using a group strategy to engage members and drive traffic. The overall message is that content marketing can help recruitment firms engage prospects and customers without direct sales pitches.
This document provides tips for using LinkedIn effectively for business and career opportunities. It emphasizes that LinkedIn is for business networking, not social networking. It recommends regularly updating your profile, engaging with your connections, and sharing relevant content in order to build your professional brand and expand your network. The document contains specific strategies for searching for new connections, personalizing outreach, and participating in groups. The goal is to leverage LinkedIn to further your career and business goals through an active online presence and network.
The Search Engine Optimization Specialist is responsible for day-to-day management of ongoing search engine optimization programs, both on-site and on-page, as well as off-site, including link building, content development and social media integration. In addition, this role may have assigned client work in Social Media Marketing, Paid Online Marketing on multiple platforms and Website Development. You are accountable to the client and to the Director of Online Marketing overseeing assigned programs to deliver superior results. This role combines several competencies: (1) Search engine optimization knowledge; (2) Social Media Marketing knowledge, and (3) General online marketing knowledge that includes search engine marketing and website content development & project management.
At full capacity, you would manage a number of existing clients across multiple industries and of multiple budgets, with responsibility for maintaining and improving performance (organic, social or paid) to achieve target imputed ROI within set budgets. A portion of your work might involve managing new websites through the development process, including content-writing optimized for high conversions.
Successful acquisitions occur more often when there is sharing, not taking, between two organizations. In this webinar, Bob Johnson takes a look at managing an employer brand in a time of transition and shows how a stronger employer brand is created by sharing culture, mission and values.
Learn how the talent acquisition and marketing teams at Bharti AXA combined forces to engage candidates at every step of their journey; maintaining the #1 talent brand in India's life insurance industry in 2016.
For more inspiring talent stories: lnkd.in/ltsindia
PPC (pay-per-click) advertising involves creating ads that appear on search engine results pages when relevant keywords are searched. Advertisers bid on keywords, set daily budgets, and pay only when users click their ads. Key aspects of optimizing a PPC campaign include conducting keyword research, writing compelling ads, setting up relevant ad groups and campaigns, monitoring metrics like click-through rate and quality score, and ensuring landing pages effectively guide users to conversion. Regular maintenance such as adjusting bids and keywords is important to improve campaign performance over time.
ReTargeter: The Recruiter's Choice for Targeted Display Advertising SolutionsArmando Gallegos
This document discusses display advertising solutions from ReTargeter focused on retargeting job candidates. It provides an overview of ReTargeter's technology platform and targeting capabilities. Case studies are presented showing how various companies achieved increased applications and hires through ReTargeter's retargeting campaigns. ReTargeter positions itself as expert in recruitment advertising focused on retargeting the 93% of candidates that do not initially apply for jobs.
LinkedIn is a powerful tool for networking, research, and marketing yourself to clients and employers. This session teaches strategic practices for building your LinkedIn internet presence and marketing yourself. The use of # and @ symbols is covered as well as going mobile with the LinkedIn app.
In this edition of the Quarterly Product Release Webinar, LinkedIn's product experts give you a full look at all the Q1 product updates rolling out across LinkedIn Talent Solutions.
Speaker Names:
Lauren Kuemmeler, Senior Customer Success Manager
Tucker Johns, Senior Customer Success Manager
Sankar Venkatraman, Global Product Evangelist
We noticed an uptick in interest in our Workforce Marketing solution this year and wanted to understand what was driving it. To find out, we reached out to our clients and asked them: where was the value? How were they using it? This is what we learned.
This document provides guidance on setting up an advertising campaign on LinkedIn. It outlines the key steps including defining campaign goals, creating a campaign name, developing targeting personas and filters, and tracking results. For targeting, it recommends focusing on job title, company, industry, seniority, location and LinkedIn groups. Sample targeting options for an accounting software company campaign include accounting directors in North America. The document aims to help advertisers effectively focus their campaigns and maximize results.
This document provides guidance on setting up and optimizing LinkedIn ad campaigns. It outlines the key steps including defining campaign goals, choosing a campaign name, selecting targeting criteria like job title, company and location, and tracking results. For example, it discusses how an accounting software company called ProStock may target their ads towards accountants in North America to drive leads through free trials and educational content. The document provides tips at each step and examples to help advertisers set up effective LinkedIn ad campaigns.
This document provides guidance on setting up and optimizing a LinkedIn Text Ad campaign. It covers defining campaign goals, naming the campaign, targeting the right audience, setting a budget and time period, and designing ad creative. For targeting, it recommends starting broadly and then testing more specific options like job title, company, location. It also suggests testing different targeting combinations. For budgeting, it defines key terms and recommends focusing spend on weekdays when traffic is highest.
The most successful LinkedIn campaigns are tested, refined
and optimized over time. With diligence, you can find a more
relevant audience without sacrificing reach. Here’s what you can do to get the most out of LinkedIn’s targeting capabilities.
This document discusses best practices for using LinkedIn to target B2B audiences. It recommends setting clear objectives, identifying the target audience, and personalizing content for that audience. It also suggests using LinkedIn's core targeting categories of seniority, function, industry and company size. Businesses should test different targeting strategies and routes to find what works best. Being creative can help campaigns stand out and engage audiences on the competitive LinkedIn platform. Using LinkedIn's campaign groups also allows organizing targeted campaigns.
Discover how you can reach the audiences that matter most to your businessBlack Marketing
With more than 400M members, LinkedIn is home to the world’s largest network of engaged and educated professionals that come to LinkedIn to share, learn, and connect with one another. Discover how you can reach the audiences that matter most to your busines with valuable content and relevant messages.
LinkedIn's Brand and Demand Playbook provides guidance on using LinkedIn for both brand awareness and demand generation campaigns. It recommends a balanced approach of 60% branding and 40% direct response. The playbook outlines LinkedIn's targeting capabilities and ad formats that can be used at different stages of the buyer's journey. It also provides examples of how brands like BambooHR and VMware have successfully used LinkedIn to build awareness, drive engagement, and increase conversions.
This document provides a summary of LinkedIn's Brand and Demand Playbook. It discusses how brands can balance both brand awareness and demand generation marketing to optimize performance across the buyer's journey. The playbook recommends allocating 60% of marketing budget to brand activities and 40% to demand/performance activities. It also outlines LinkedIn's various targeting and ad formats that can be used at different stages of the buyer's journey, from awareness to consideration to conversion. The playbook is intended to help marketers spark awareness, engage, and convert their target audiences on LinkedIn.
LinkedIn for Social Selling Program Rollout ChecklistBrynne Tillman
Ready for your sales team to use LinkedIn and social selling to grow their pipeline? We know it's exciting to leverage a tried and tested approach to selling; however, you may be setting up your team to fail without a proper rollout.
The Social Sales Link team recognizes this ongoing dilemma among sales leaders, which is why we've developed the LinkedIn for Social Selling: Program Rollout Checklist to help you start LinkedIn and social selling on the right foot.
You can download it 100% free as our little gift to all salespeople who see the value in building authentic relationships with their prospects and clients.
Get ready to start more sales conversations on a consistent basis. Get your copy now!
This document provides an optimization guide for LinkedIn advertising campaigns. It discusses best practices for creating multiple campaigns to test different audiences, ad creatives, and landing pages. It also covers optimizing bids, tracking performance metrics, and addressing common issues like low click-through rates or leads. The goal is to continuously test and refine campaigns to improve results and drive conversions.
This document provides an optimization guide for LinkedIn advertising campaigns. It discusses best practices for creating multiple campaigns to test different ad variations, audiences, and elements. It also covers optimizing targeting, bids, landing pages, and tracking performance. Common challenges advertisers may face like low click-through rates or leads are addressed, with suggestions like refining targeting, improving creative, and adjusting bids. The overall goal is to learn how to continuously improve results and find the right customers through testing and optimization.
This document provides guidance on optimizing advertising campaigns on LinkedIn. It discusses creating multiple campaigns to test different ad variations, audiences, products or services. It also covers optimizing targeting, creative elements like images and copy, bids, landing pages, and tracking performance. Common challenges advertisers may face include not getting enough impressions or clicks, and suggestions are provided such as broadening targeting or refining creative. The overall aim is to continuously test and improve campaigns to maximize results.
This document provides guidance on optimizing advertising campaigns on LinkedIn. It discusses creating multiple campaigns to test different ad variations, audiences, products or services. It also covers optimizing targeting, creative elements like images and copy, bids, landing pages, and tracking performance. Common challenges advertisers may face include not getting enough impressions or clicks, and suggestions are provided such as broadening targeting or refining creative. The overall aim is to continuously test and improve campaigns to maximize results.
A 2020 Report. At Master Degree Level. Over 25 who have attended the UK To...Brian Fairbrother
This report compares the audience sizes that can be targeted for a social media campaign on LinkedIn, Facebook, and Instagram for people over 25 who attended one of the UK's top 20 universities. The data shows that LinkedIn is better than Facebook and Instagram for targeting by academic interests and level due to more users providing this information on their profiles. While all platforms have limitations, LinkedIn remains the strongest for academic targeting and recruiting campaigns in education and employment sectors.
Cheat Sheet Guide to Setting Up Successful LinkedIn Ad CampaignsTodd Hentnick
This guide will help you get a grip on your LinkedIn ad campaigns - covering targeting, your offer, image creation, ad copy, budgeting, and performance evaluation.
There are various ways you can spend your digital advertising budget; but, have you considered LinkedIn? With its unique ability to reach an audience by targeting their professional identity, LinkedIn advertising is a great choice for many B2B marketers. Cheryl Rodrigues, through the presentation provides you with a simple, step-by-step guide on how to create your first LinkedIn ad campaign and how to optimize your business with it.
This document provides guidance on using objective-based advertising on LinkedIn's Campaign Manager platform. It discusses the importance of setting a clear objective to guide marketing strategy and campaigns. It then outlines the different campaign objectives supported by LinkedIn - including brand awareness, website visits, engagement, video views, lead generation, job applicants, and website conversions. For each objective, it provides recommendations on formats to use, how optimization works, and checklists for maximizing results.
This educational workshop is perfect for paid social practitioners who want to learn more about how to best reach LinkedIn members in their Feed or via Text Ads. Session will include hands on work with our platform, tools, and dashboards. Inquire with your Account Executive if you would like to attend.
A social media manager job description should include a job brief, typical responsibilities, skills and qualifications you are looking for, an equal employment opportunities statement, how to apply, etc
Similar to Linkedin marketing-solutions-updated-targeting-playbook-2020 (20)
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
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1. Identify your customer journey and growth areas
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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1. The growth potential of reaching customers in their native language
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How to use AI to optimize your content
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I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
2. Conclusion 36
Tips to optimize your targeting strategy 32
More customized options with 28
Matched Audiences
Demographics 22
Interests 20
Education 18
Company 15
Experience 10
How LinkedIn targeting works 4
Introduction 3
Table of contents
| Mastering Targeting on LinkedIn2
3. By advertising on LinkedIn, you are getting
your message in front of the right person when
they are most engaged, and you can reach a
professional network of more than 690+ million
members strong in over 200 countries and
territories by leveraging accurate member-
provided data at scale.
In this guide, you’ll learn how targeting on
LinkedIn works and the different ways LinkedIn
allows you to market to those who matter most to
your business. You’ll also learn targeting tips and
best practices that you can immediately apply
to your campaigns.
Let’s find your targeting sweet spot on LinkedIn.
Targeting is a foundational element of running a
successful advertising campaign — getting your
targeting right leads to higher engagement, and
ultimately, higher conversion rates.
Introduction
Mastering Targeting on LinkedIn | Introduction | 3
4. How LinkedIn
targeting works
Seattle, Washington USA
Boston University
Communication
Bachelor of Science
2011, 25-34
Simply Measured
51-200 employees
Internet
Senior Marketing Manager
Marketing, Senior Individual
Contributor
CMA, LEWIS, Social Tools
SEO, Social Media, Digital
Marketing, Blogging
B2B Marketing, Advertising
Strategies, Digital Marketing
Location, IP
School
Field of Study
Degree
Graduation, Age
Company
Size
Industry
Job Title
Function, Seniority
Groups
Skills
Interests
Danie
LinkedIn targeting is unique because members
are incentivized to keep their profiles accurate
and up-to-date for networking, personal
branding, and job opportunities. With LinkedIn,
you can reach a quality audience consisting of
leaders, influencers, decision makers, buyers,
and executives.
When members spend time on LinkedIn
sharing and consuming content, celebrating
moments, and posting professional updates,
they provide information on their job
experiences, skills, interests, and more.
| Mastering Targeting on LinkedIn | How LinkedIn targeting works4
5. This means you can target members using profile-based professional attributes,
re-target visitors from your website or based on ad engagement, and upload lists of
contacts or companies for your account-based marketing efforts. On LinkedIn, you
can reach members using these professional targeting options:
Company
Company Name, Company Industry,
Company Followers, Company
Growth Rate, and Company
Category, and Company Size
Job Experience
Job Functions, Job Seniority,
Job Titles, Member Skills, and
Years of Experience
Education
Degrees, Fields of Study,
and Member Schools
Interests and Traits
Member Interests, Member Groups,
and Member Traits
Demographics
Age and Gender
In the next sections, we’ll
walk you through what each
of these options means, how
you can use them, and tips
for pairing options together
to create highly effective
targeting combinations.
Mastering Targeting on LinkedIn | How LinkedIn targeting works | 5
6. To get started, log into Campaign Manager, LinkedIn’s self-service platform for creating and
managing your ads. You’ll then be prompted to select the objective you’d like to accomplish
with your ad campaign, as shown below.
Once you select your objective, your next step will be to define the target audience you want to
reach. Based on the objective and targeting options of your campaign, Campaign Manager
will suggest the ads formats that can best help you reach your goals. Options include:
• Sponsored Content: Single Image, Video, Carousel Ads
• Sponsored Messaging: Message, Conversation Ads
• Right-rail: Text, Spotlight, Follower Ads
• Lead Gen Forms
Campaign Manager allows you to segment your audiences in several ways and combine
different targeting options to reach people that are most relevant for your content goals and
your business.
To track the performance for each audience, set up separate
campaigns with a unique audience in each campaign.Tip
| Mastering Targeting on LinkedIn | How LinkedIn targeting works6
7. In this section, learn about the different options within Campaign Manager’s audience
selection screen.
1.
Estimated
Audience
Count
2.
Segment
Breakdown
3.
Targeting
Options
4.
Matched
Audiences
5.
Audience
Expansion
6.Templates
Mastering Targeting on LinkedIn | How LinkedIn targeting works | 7
8. Estimating the size
of your audience
As you set up targeting for your campaigns, you
can discover more about your audiences using
Forecasted Results. Target audience size displays
the estimated total number of LinkedIn members
that fit your targeting options. The dropdown under
Segment breakdown displays professional attributes
like job function, years of experience, company size,
industries, and interest. These professional attributes
are based on the information LinkedIn members
provide in their profiles. As you adjust your targeting
selections, your audience forecast will update
accordingly to reflect your target audience.
In order to launch your campaign, you must target
at least 300 members. If your audience size is too
small, you will be notified with an “Audience Too
Narrow” message which prevents you from saving
your targeting and moving to the next step. However,
to have optimal scale for your campaign, aim for an
audience size of 50K or more for single image and
text ads and over 15,000 for message ads.
When in doubt, start broad and then narrow
down your audience after seeing what performs
best. By using LinkedIn’s demographic reporting,
you can discover anonymized information on
who is clicking and converting on your ads
based on Titles, Functions, Company Industries,
etc. Find out more on page 35.
Tip
| Mastering Targeting on LinkedIn | How LinkedIn targeting works8
9. Using different
targeting options to
reach your audience
Let’s dive deeper into the targeting options you
can use for your LinkedIn ad campaigns.
To get started, first define the Location and
Language of the members you’d like to reach.
Location is the only mandatory field. A
member’s Location can be based on the
Location included in their profile as well
as their IP address.
A member’s Language is based on the
language used in a member’s profile.
Most often your ad copy should be in the
language you select.
When setting up your target audience,
Campaign Manager will provide you the
option to customize your audience using the
AND or OR targeting criteria.
You can use the AND feature to further refine
your targeting criteria by narrowing your
audience. For example, you can target those
with the job title of “Software Engineer” AND
have 5+ years of experience.
You can use the OR feature to increase your
audience to members who meet one criterion
or another. For example, you can target those
with the job title of “Software Engineer” OR
skills in software engineering.
You can also use AND/OR together to reach
your precise target audience. For example, you
can target those with the job title of “Software
Engineer” OR skills in software engineering
AND have 5+ years of experience.
Once you’ve chosen your specific geographic
Location and Language, we recommend you add
no more than two additional options. This will
improve the scale and reach of your campaign.
Location and Language
Tip
Mastering Targeting on LinkedIn | How LinkedIn targeting works | 9
10. Experience
Job Function
Job Functions are based on standardized
groupings of the job titles entered by
LinkedIn members.
For example, the Medical function
includes doctors, nurses, veterinarians,
surgeons, dentists, and other members
with similar occupations.
Combine the Job Function option with the
Seniority option to reach decision makers
with a specific expertise. For example, if
you’re looking to reach decision-makers in
the IT function, try targeting the Information
Technology, Engineering, and Operations
functions and pairing that with a seniority
targeting of Senior, Manager, Director, VP,
CXO, and Owner.
Tip
| Reach your audience: Targeting on LinkedIn | How LinkedIn targeting works10
11. When members update their LinkedIn profile
with a new role, these Job Titles are grouped
by LinkedIn’s algorithms and organized
into standardized Titles you can use for your
campaign targeting.
Avoid limiting your reach by targeting
only a few titles. When you begin entering
a title in the tool, Campaign Manager
will auto-suggest other relevant job titles
that you may want to add. Including all
relevant titles will ensure your campaign
has adequate reach.
Job Title
In some cases, you can also broaden the
scale of your campaign by targeting both
current and past holders of a given Job Title.
These members may have changed roles but
still have a relevant skillset and be of interest
to your business. Do this by selecting current
or past in the Job Title dropdown.
For example, though most engineers fall
under the Engineering job function, you
may want to target Software Engineers and
Petroleum Drilling Engineers differently given
they have a different set of skills.
Tip
Mastering Targeting on LinkedIn | How LinkedIn targeting works | 11
12. Consider targeting Individual Contributors
(ICs). Increasingly, ICs have a large say in
buying decisions. If you’d like to reach more
senior ICs with lots of experience, target
them by choosing Senior and combine that
with the Years of Experience option.
Job Seniority
Job Seniority describes the rank and influence
of a member’s current role in their organization.
This option is determined by a member’s
job title. For some campaigns, targeting by
seniority can be an effective way to reach those
with influence over a buying decision.
For example, a Senior Product Marketing
Manager has a seniority of Manager, an
Associate Consultant has a seniority of
Entry, and a Doctor or Physician would be
classified as a Senior Individual Contributor.
Has full or near full ownership of an organization
Has substantial partial ownership of an organization
Has direct reports and leadership responsibilities for the entire business function
within an organization
Executive management that has direct reports and leadership responsibilities for
one business function or unit
Multi-functional management that has direct reports and leadership
responsibilities for multiple groups of individuals
Positions that have direct reports and leadership responsibilities for a single group
of individuals
Individual contributor positions that do not have direct reports but have leadership
responsibility, advanced knowledge, and do not require immediate guidance
Individual contributors that do not have direct reports, no leadership responsibility,
no advanced expertise and contribute without immediate guidance
Students, interns and trainee positions that need immediate guidance to
individually contribute.
Includes volunteer positions and positions that do not refer to a job
Owner
Partner
CXO
Vice President
Director
Manager
Senior Individual
Contributor
Entry
Training
Unpaid
Tip
| Mastering Targeting on LinkedIn | How LinkedIn targeting works12
13. Years of Experience
Years of Experience (YOE) allows you to
reach a target audience based on the
years of professional experience they’ve
accumulated over their career. LinkedIn
calculates YOE by adding together the
duration of each individual job experience
a member has listed. However, we exclude
any gaps in experience and also do not
double count overlapping positions.
Consider pairing Years of Experience with a Seniority level of Senior and above to reach
experienced professionals with influence over the buying decision or prospects for an Executive
MBA program. Other helpful combinations with Years of Experience include:
• YOE + Degrees = educated professionals who may be considering advanced degrees
• YOE + Functions = seasoned functional leaders
• YOE + Skills = skilled experts
Tip
Mastering Targeting on LinkedIn | How LinkedIn targeting works | 13
14. Skills
Skills are highly relevant keywords found
within a member’s profile and skills section
that indicate expertise in a particular
area. Skills include those explicitly added
by members in their skills section and
also keywords and phrases mentioned
throughout their profile and summary.
LinkedIn uses modeling to infer skills from
a member’s job title and job description.
Skills targeting is an alternative way to
reach professionals with a specialized
expertise when Job Title targeting may not
be as effective.
When using Skills targeting,
consider pairing this with
the Function or Seniority
option. This helps focus
the reach of your offer to a
more relevant audience.
For example, if your business sells Project
Management Software, Job Titles may not
be as effective given several roles may have
a need for project management software.
However, Skills targeting allows you to target
specific competencies that may span a
broad range of job titles.
Tip
| Mastering Targeting on LinkedIn | How LinkedIn targeting works14
15. Company Industry
Company Industry is a company’s primary
industry of operation. An organization may
operate in many industries, however only the
primary industry of operation as listed on their
LinkedIn Page will be recognized.
Industry targeting allows you to narrow in on
members who work in a particular sector. This
is particularly effective if your offer is broadly
applicable across an entire industry, for
example, a piece of software geared towards
the financial sector. However, when your offer
is applicable across several industries, other
targeting options may be more effective.
Before utilizing Industry targeting, look
at LinkedIn Pages from a few companies
that fit your options to see which industry
they fall under. Consider including all
relevant industries in your targeting.
Company
Company Name
Company Name is the organization a
member lists as his or her employer. These
are based on LinkedIn Pages, which are
maintained by company employees.
Whether your campaign goal is awareness
or retention, Company Name targeting
allows you to focus your campaign on
high-value companies and reach decision
makers across an organization.
You can target up to 200 different
companies, schools, organizations or non-
profits using the Company Name option. If
you’d like to target an even larger list, you
can use Matched Audiences to upload a
list of up to 300,000 companies. Find out
more on page 28.
Tip
Tip
Mastering Targeting on LinkedIn | How LinkedIn targeting works | 15
16. Company Category
Company Category targets a curated list
from well-recognized publications and
thought leaders like Forbes, Fortune, and
LinkedIn News Editors. Using this option
you can effectively identify the world’s
largest, most innovative, or fastest
growing companies.
Use Company Category in combination
with job seniority and functions to reach the
precise buying committee.
Company Growth Rate
Company Growth Rate targets
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.
Tip
| Mastering Targeting on LinkedIn | How LinkedIn targeting works16
17. Company Size
Company Size allows you to reach members
based on the size of the organization at which
they work as listed on their Page. Company
Size comes from the total number of inferred
employees who work for an organization, not
just the number of LinkedIn members who
identify as working for a given company.
Company Size allows you to effectively
identify small and medium-sized businesses
(1–200 or 201–500 employees) as well as
enterprise organizations (500+ employees).
Company Size is one of the options where
excluding options works particularly well.
For example, a startup that’s making
accounting software designed specifically
with small businesses in mind could
exclude 501–1000, 1001–5000, 5001–10,000
and 10,001+ from their targeting. This
ensures members who are on LinkedIn and
work for an organization that has yet to
create a LinkedIn Page are captured.
Tip
Mastering Targeting on LinkedIn | How LinkedIn targeting works | 17
18. Education
Make sure you add all subsidiary
Schools when trying to reach an
entire college or university. For
example, when advertising to
Harvard students, be sure to add
Harvard University, Harvard Business
School, Harvard Law, Harvard
Medical, etc., as they have separate
school pages.
Schools
You can target based on the School, College,
University or other learning institution where
a member completed a course.
For example, an alumni association can use
Schools targeting to reach alumni who may
be interested in joining their association
or donating.
While Schools targeting allows you to reach
the right alumni or students at scale, targeting
by School may also decrease your audience
size since it isn’t a required field when creating
a LinkedIn profile. Check your estimated
audience count to determine if you’ll reach
enough members.
Tip
| Mastering Targeting on LinkedIn | How LinkedIn targeting works18
19. Degrees
Degrees are recognized ranks granted by a
college, university, or other learning institution.
Degrees are grouped by LinkedIn algorithms
and organized in standardized Degrees you
can use for your campaign targeting.
Choosing to target by Degrees can sometimes
limit your audience size as the Degrees field is
not always populated by members.
Education-based organizations can use
Degrees targeting to reach members
who might be interested in furthering
their studies through additional courses
or programs. For example, if you’re
advertising an enrollment offer for an
advanced degree program, you could
exclude those who already have a master’s
degree. Layering Degrees targeting with
Job Function (i.e., finance, accounting, IT)
is a common way to reach audiences who
would be most interested in a specific type
of educational degree.
Fields of Study
Field of Study is the major or area of
study within a member’s degree. For
example, those with a Bachelor of
Business Administration (BBA) may
have a major in either Accounting or
International Business.
For some campaigns, Field of Study
can be used as a proxy for skills or
expertise in a given field, especially for
recent graduates.
Tip
Mastering Targeting on LinkedIn | How LinkedIn targeting works | 19
20. When using Interest targeting, consider
pairing this with Function or Seniority.
This helps focus your content to a more
relevant audience.
Interests
Interest categories reach people based
on the content members engage with on
LinkedIn, the professional topics they search
for on Bing, and inferred based on attributes
on a members profile.
Interest targeting is an effective way to
reach a range of members based on topics
or categories they’re interested in most
and is most effective for campaigns with
awareness and consideration objectives.
Interest
Interest targeting can also help you reach a
unique set of audiences when other targeting
options are too narrow.
For example, if you’re looking to reach
people with an Interest in Business Travel,
Skills targeting may not be as effective — it
would only reach those with that skill listed
on their profile (e.g., Travel Agents). However,
Interest targeting lets you reach audiences
with an interest in the topic (e.g., executives
or consultants who travel for work).
Tip
Member traits reach members based on
their distinguishing characteristics such
as frequent traveler, job seeker, open to
education or the types of device they may use
when spending time on LinkedIn.
Learn more about our targeting options.
Member traits
Member traits will typically represent a
more narrow audience and may not need
additional targeting criteria applied.
Tip
| Mastering Targeting on LinkedIn | How LinkedIn targeting works20
21. Groups
Groups on LinkedIn are places where
members who share interests or professional
associations can gather, discover new
information, and ask questions. These Groups
often times suggest expertise in a given area.
Use the search function on the LinkedIn
homepage to find relevant groups.
The larger and more active groups will
typically appear at the top of the list.
For example, for those looking to reach
Finance professionals, relevant Groups
may include the Finance Club (840,000+
professionals), Banking Careers (500,000+
professionals), or Finance Plus: Private
Equity, Venture Capital and M&A news
(440,000+ professionals).
Tip
Mastering Targeting on LinkedIn | How LinkedIn targeting works | 21
22. Demographics
Age
Age is an estimation of how old a member
is likely to be based on their first graduation
date. Not everyone on LinkedIn includes a
graduation year on their profile and there-
fore including Age may substantially reduce
your audience size. Years of Experience can
be used as a proxy for age in most cases.
Gender
Gender is a determination of whether a
member is female or male and inferred
based on a member’s name. Similar to Age,
using Gender targeting will also reduce your
audience size by potentially 50% or more.
As LinkedIn does not require members
to disclose their gender, we recommend
utilizing professional targeting option
wherever appropriate.
LinkedIn also offers Professional Criteria options such as Age and Gender which are inferred from
a members profile and can only be used for equal opportunity advertising. These options may
not be used to discriminate based on age or other protected characteristics in ads relating to
employment, housing, education, or credit.
We find that for most customers using professional targeting options — like interests, member
traits, skills, or functions — instead of age or gender leads to much stronger results for campaigns.
As an example, if you sell high-end luxury goods instead of targeting by age or gender you could
target those who might log in to LinkedIn using an iOS device or who work in a Senior level or
above role. You could also create a lookalike audience from past purchasers and LinkedIn will
help you find people who are similar.
| Mastering Targeting on LinkedIn | How LinkedIn targeting works22
23. Using Audience Expansion and Lookalike
audiences to reach similar audiences
Audience Expansion and Lookalike audiences
deliver your ads to members who are similar
to your target audience in their professional
attributes and interests. This increases
the scale and reach of your campaign by
delivering your ad to additional members who
may be interested in your content.
When to use Audience Expansion vs.
Lookalike audiences:
• When you already have a high-
performing audience — either from
people visiting your website, people who
provided you their email or a tailored list
of companies, Lookalike audiences can
find you more people who look like these
individuals or companies.
• When you are using professional
targeting, Audience Expansion can
help reach similar audiences to your
selected options.
If you exclude any options, Audience
Expansion will honor these exclusions. To
avoid reaching a certain type of member
while using Audience Expansion, be sure
to exclude their targeting options. For
example if you do not want to target the
Unpaid seniority level, exclude Unpaid and
Audience Expansion will ensure that no
expanded audience members are Unpaid.
Tip
Mastering Targeting on LinkedIn | How LinkedIn targeting works | 23
24. Defining your audience takes time, especially
for people who manage several campaigns.
Speed up this process by saving your
audience as a template and then re-using
your audience for another campaign later
on. You can apply that template to future
campaigns across any of your companies.
Saving your audience as a
template for other campaigns
| Mastering Targeting on LinkedIn | How LinkedIn targeting works24
25. Piecing it all together
Let’s now apply what you’ve learned to a real-
world example. How would you use targeting on
LinkedIn to reach a buyer persona represented
by our savvy tech marketer, Marie?
Marie is a marketer in the technology
industry at a small to mid sized company
with marketing-related skills such as
demand generation, SEO, social media,
and project management.
Campaign 1:
Targeting byJob Function and Seniority
Job Function: Marketing, Media & Communications
Seniority: Senior, Manager, Director, VP, CXO, Partner, Owner
There are several ways to reach members
like Marie using LinkedIn’s targeting options
— the key is to be creative and adopt an
“always testing” mindset. We recommend
running a few campaigns with various
targeting option combinations to reach your
audience. Again, we recommend starting
broad and seeing what works for you.
To reach Marie, consider some of the
sample campaign targeting below.
Mastering Targeting on LinkedIn | How LinkedIn targeting works | 25
26. Campaign 2:
Targeting by Company Industry and Company Size
Company Industry: Computer Software, Internet, Information Technology and Services,
Computer Hardware, Marketing and Advertising
Company Size: Exclude: 201-500, 501-1000, 1001-5000, 5001-10,000, 10,000+
“LinkedIn for me has always been one of those
weapons in your arsenal that you have to have. We
didn’t know we would be able to drive down to the
pursuit marketing level to the degree that we did.
There is something here that is extremely difficult for
other platforms to replicate. They’ve been an amazing
partner through all of this, extremely flexible, and a very
powerful tool. I truly believe in my heart it’s a no-brainer.”
Nick Panayi
Head of Global Brand & Digital Marketing, DXC Technology
| Mastering Targeting on LinkedIn | How LinkedIn targeting works26
27. Campaign 4:
Targeting by Groups
Groups: Marketing Pros - Largest Marketers Group: Digital Inbound Social Media Content
Search Email SEO Jobs, Tech Jobs: Telecoms, Developer, IoT, Cloud, Digital Marketing, B2B
Technology Marketing Community
Campaign 3:
Targeting byJob Function and Skills
Job Function: Marketing, Media & Communications
Skills: Digital Marketing, Lead Generation, Demand Generation, Social Media Marketing,
Content Marketing, Online Marketing, Web Marketing Strategy, Email Marketing, Social Media,
SEM, SEO, Marketing Automation, Integrated Marketing, Google Analytics
Mastering Targeting on LinkedIn | How LinkedIn targeting works | 27
28. More customized
options with
Matched Audiences
Matched Audiences is a set of targeting capabilities that empowers you
to reach your target audience, including people you already know using
existing and past customer data, with:
• Website Retargeting
• Retargeting by engagement
• Contact Targeting
• Company List Targeting
You can use Matched Audiences to retarget your website visitors, reach
those who took an action with your Video Ads or Lead Gen Forms, market
to your known contacts from your databases or marketing automation
platforms, and reach decision makers at target companies for your
account-based marketing programs.
| Mastering Targeting on LinkedIn | More customized options with Matched Audiences28
29. Retargeting by Video and Lead Gen Forms
With Retargeting by Video and Lead Gen Forms you can reach those taking an active interest in
your brand based on the prior actions taken with your ads.
This means you can reach those who watched part or all of a 15 second video ad and serve them
a more in depth content piece, like a whitepaper which opens a Lead Gen Form. You could also
encourage a conversion by retargeting those who opened a Lead Gen Form from your Sponsored
Content ad but didn’t submit and take a more personalized approach with a Message Ad.
Learn more about
Retargeting on
LinkedIn.
“Since using the new remarketing capabilities for Lead Gen Forms and videos our
conversion rate has gone up by 20%, while our cost per conversion went down by 24%.”
Marit van der Louw
International Content Marketer,TOPdesk
Website Retargeting: Re-engage your website visitors
With Website Retargeting, you can create audiences based on the pages visited on your website
and recapture your visitors’ interest with content relevant to the pages viewed. To get started, add
the LinkedIn Insight Tag to the global footer of your website.
Learn how to get started with
Website Retargeting.
Website Retargeting uses the same insight
tag as LinkedIn Conversion Tracking. So
if you already have an insight tag on your
website, you can quickly get up and running.
Tip
We’ll send this information to FixDex, subject to their privacy policy.
Job title
Function
Sales
Company
Runity Inc.
First name
Last name
Email address
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| Mastering Targeting on LinkedIn | More customized options with Matched Audiences29
30. With Company Targeting using Matched Audiences,
you can run account-based marketing (ABM) campaigns
by matching your list of target companies against the
8+ million LinkedIn Pages.
When uploading your lists for Company Targeting,
ensure they adhere to LinkedIn’s formatting guidelines.
Before getting started we recommend you download our
template and populate it with your own list of accounts.
When uploading your list we recommend a list size of
1,000 companies or more (maximum 300,000).
We have also built seamless integrations with
leading players in the ABM ecosystem like
Bombora, Engagio, G2, Lattice, Madison
Logic, Terminus, Demandbase, metadata.
io, and Rollworks, with new partners
added frequently.
Learn how to get started
with Company Targeting.
Company Page URLs are an
optional field but can help improve
the accuracy and rate of matches.
Company Targeting: Reach decision makers
at your target companies
Tip
Mastering Targeting on LinkedIn | More customized options with Matched Audiences | 30
31. Tip
Learn how to get started with Contact Targeting.
With Contact Targeting, you
can deliver ads to a list of leads
based on their stage in your sales
funnel. You can also exclude a
list of current customers from
your prospecting campaigns.
Contact Targeting: Integrate or import your contact lists
Contact Targeting allows you to build a customized audience by connecting your contact
management platform or securely uploading a list of email addresses. LinkedIn has a growing
ecosystem of marketing partners who have built audience integrations. A few of our audience
partners include Marketo, Eloqua, Salesforce Ad Studio, HubSpot, LiveRamp, Adobe, and
Microsoft Dynamics, with new partners added frequently. To see a full list of our audience
partners visit our partner directory. Alternatively, you can upload a CSV file with a list of email
addresses directly into Campaign Manager.
| Mastering Targeting on LinkedIn | More customized options with Matched Audiences31
32. DON’T
Lump all of your buyer personas
into one campaign
You’ll likely see poor campaign performance
if you use just one campaign to target
professionals in different countries, from
different continents, and in unrelated
industries and functions. If your target
audiences are all lumped together, you’ll have
trouble personalizing your content for each
stakeholder group.
DO
Make sure your buyer personas
are clear and well-defined
Break out key personas into separate
campaigns and group together the options
that makes sense, including related
industries, geographies and job functions.
This will help you deliver the right messaging
to a specific subset of LinkedIn members.
Tips to optimize your
targeting strategy
Now that you’ve learned about the different ways you can target your ads in Campaign Manager,
you’ll want to know how you can optimize your targeting strategy to ensure you’re getting the most
out of your campaigns.
Here are four important LinkedIn targeting do’s and don’ts to get you started:
Mastering Targeting on LinkedIn | Tips to optimize your targeting strategy | 32
33. DON’T
Hyper-target your campaigns
DO
Add only two or fewer
additional targeting
options in addition to the
Location option
It’s tempting to use every targeting feature
possible. However, limited scale will hurt
your campaigns.
We recommend the following audience sizes for
LinkedIn’s advertising products. Keep in mind,
there’s no one size fits all recommendation
which is why testing is crucial.
• Sponsored Content: 300,000+ members
• Text Ads: between 60,000 and 400,000
members
• Message Ads: 100,000 or fewer members
| Mastering Targeting on LinkedIn | Tips to optimize your targeting strategy33
34. A/B testing your targeting
Once you’ve set a campaign live and you begin to see results, optimize your targeting to ensure
you’re reaching your audience most effectively.
By testing two similar campaigns with one small variation in your targeting options, you can
see which combination is more effective. To perform an A/B test on your targeting, create a
campaign, duplicate it, and then slightly alter your targeting parameters.
Try testing Interests vs. Job Titles, Industry vs. Function, etc. Keep refining over time, and you’ll
find the audience that responds best to your content.
Change only a few options at a
time to isolate what part of your
test impacted your campaign’s
performance.
Tip:
Mastering Targeting on LinkedIn | Tips to optimize your targeting strategy | 34
35. Use demographics reporting to analyze your audience
Available in your company dashboard, demographics reporting enables you to optimize the
targeting of your campaigns with information on who’s responding to your offer.
After you have accumulated enough campaign data, demographic reporting provides
detailed insights about the professionals who have clicked on your LinkedIn ads broken down
by Job Title, Job Seniority, Company Industry, Job Function, Company Size, and Location. This
will enable you to see how your content is performing with different subsets of your audience.
| Mastering Targeting on LinkedIn | Tips to optimize your targeting strategy35
36. By utilizing LinkedIn’s rich professional data as well as your own data with Matched
Audiences, you’re better equipped to connect with those who matter most to your business.
Like all digital marketing, finding your sweet spot on LinkedIn takes experimentation.
You’ll need to test and optimize over time to find success.
Conclusion
Now that you’ve learned the
fundamentals of targeting on
LinkedIn, you’re ready to start
creating and optimizing your
marketing campaigns.
Go to the LinkedIn Campaign
Manager to get started.
Mastering Targeting on LinkedIn | Conclusion | 36
37. For the first time in the history of media, you can reach the
world’s professionals all in one place. More than 690 million
members in over 200 countries and territories gather on
LinkedIn to stay connected and informed, advance their
careers, and work smarter. Together they comprise the largest
global community of business professionals. These are the
decision-makers, influencers, and the leaders of today and
tomorrow — precisely the people you want to target.
For more information, visit marketing.linkedin.com.