LinkedIn Ads is one of the best marketing platforms for advertising for B2B target groups. This is due to both the extensive user base and the functional capabilities offered by the platform. However, due to the variety of tools available, we sometimes choose the simplest, out-of-the-box techniques because we cannot adapt our tactics to the task at hand. This, in turn, can lead to data inaccuracies and high expenditure.
In the following, we examine an approach for target group determination with which you can find and reach the right decision-makers in the niche of your choice. Not only does this help you focus your marketing efforts and ensure the success of your campaigns, it also allows you to optimize your ad budget and promote more specific audiences.
Often, the most intuitive way for marketers to perform a search and target the audience is to use search attributes such as job title, company industry, and seniority. Unfortunately, the results are not always 100% accurate.
Based on the attributes you entered, LinkedIn tries to find what it thinks is the right audience. However, the algorithm can sometimes fail, which is particularly important when working with larger target groups.
How do we see that? Consider an example.
Let's say we're trying to advertise to an audience of small and medium-sized retail decision-makers in the U.S. Based on the common approach, the ideal setup in the LinkedIn Ads campaign manager would look like this:
- place: United States
- Business sector: Sale
- Company size: 2-10 employees
- Age of the member: 25-34, 35-54
- Job title: Owner, founder, chief executive officer etc.
As a result, LinkedIn predicts more than 83,000 viewers for the criteria mentioned. But how can we be sure that we can really address the right group? The following step will help you check this.
Take the resulting area and apply additional search criteria to exclude the target group with the following attributes:
- Industry: Add all other industries except the one you want to focus on.
- Job title: Exclude all irrelevant titles – sales, developers, designers, etc.
- Skills of the members: Exclude the skills that decision makers are less likely to add – customer service, design, Microsoft Office, etc.
- Membership Features: Add "job seekers" and "open to education"
After you have applied the additional criteria, you will receive a much clearer target group list with more than 27,000 entries.
To ensure that you address the right people, check the “functions” of the target group under the predicted results.
Note: You can also use LinkedIn Sales Navigator to view details of your target audience.
The approach described is a simple but very effective technique that can be used to prepare LinkedIn ad campaigns to target audiences of any size and composition. By excluding irrelevant attributes from the initial bulk of the estimated results, you can narrow your search and ensure that you target the right audience.
Since LinkedIn Ads is known as a fairly expensive ad platform, a poorly optimized targeting approach leads to unnecessary (and completely avoidable!) Expenses. If you narrow your audience in the right way, you can make sure you get the most out of your ad budget.
Just as the search for target groups influences the overall success of your advertising campaigns, reliable data acquisition and representation help to control the majority of other marketing efforts.
The well-known name for compiling and creating insightful, easy-to-read data reports is Google Data Studio. However, reporting can be difficult because some experience is required to use the tool effectively.
As a good place to start, you can attend this free webinar to get a thorough understanding of the basic principles and best practices for creating good looking, data-rich reports with Google Data Studio.