Our 6 Finest Suggestions for Succeeding with LinkedIn Campaign Manager
October 2, 2018
Imagine a single dashboard from which you can launch, manage, and optimize your advertising campaigns. That’s Campaign Manager, LinkedIn's all-in-one advertising platform. Through this virtual command center, you can choose your audience from more than 500 million active LinkedIn members, monitor campaign performance in real time, and optimize for the results that matter on the fly. Then, using data from Campaign Manager, you can also prove, unequivocally, marketing’s impact on revenue generation.
Here are six ways to maximize your time in Campaign Manager.
Give Your Campaigns Descriptive Names
Rather than choose a random or cryptic campaign name, implement a naming convention strategy that allows you to easily capture and view the identifying details of any campaign. We like to include the following in our campaign names:
- Business line/product
- Reference to the marketing campaign title
- Campaign type (i.e. Webinar, whitepaper etc.)
- Industry/function if the campaign is vertical specific
- A unique campaign ID that matches with our other channels
- A date range for the campaign timeframe
For example, “Product_CampaignName_CampaignType_ Geo_UniqueID” becomes LMS_ACQ_ALead_EMEA_FR.
Use this approach so you and your team can quickly locate campaigns that are relevant to your role. You’ll also love how easy it is to filter your campaigns in a spreadsheet and generate custom reports. Just keep in mind that campaign names can’t exceed 50 characters.
Use the Campaign Demographics Tool to Refine Targeting
The Campaign Demographics tool within Campaign Manager helps us fine-tune our targeting over the course of the campaign. This tools measures impressions, clicks, and conversions broken down by:
- Company name
- Job function
- Company size
If you’re just getting started with advertising on LinkedIn and you’re not quite sure how to reach your audience, we often suggest starting with a broad audience, then using the Campaign Demographics tool to refine targeting to reach those that are shown as “high performing.”
We also use the Campaign Demographics tool to optimize our lead generation efforts. For instance, when we see that a particular audience is accounting for lots of impressions and clicks but is not converting, we know that we typically need to take one of two actions:
- If we know the audience is important to our sales team, we might retrace our steps to figure out what’s responsible for the click-to-conversion drop off. We may find that we need to change the creative, the landing page, the offer, or something else.
- If we come to the realization that this audience just isn’t the right target audience for this campaign – they are taking up too much budget without providing ROI – we’ll decide to exclude that audience altogether.
Optimize for the Results That Matter with Conversion Tracking
LinkedIn Conversion Tracking allows you to better understand which ads and unique LinkedIn audiences are driving your conversions. This tool makes it much easier to measure the leads, sign-ups, content downloads, purchases, and other desired actions that can (and should) be attributed to your LinkedIn campaigns.
With Conversion Tracking in place, you can track website conversions from your LinkedIn programs directly in Campaign Manager. Your LinkedIn advertising ROI, conversion count, cost-per-conversion, and return on ad spend are all available at a glance.
Conversion Tracking also helps to ensure that your campaign-based conversions are all accounted for. When you can track website conversions from desktop and mobile, whether members converted after clicking on or just viewing one of your ads, you can be confident that you are recording every conversion, every time.
Use Auto-Bidding to Lower Your Cost Per Acquisition
Who doesn’t want more conversions at a lower cost-per-acquisition (CPA)? The LinkedIn Auto-Bidding feature auto-optimizes your campaigns to help make this goal a reality.
Auto-Bidding works in tandem with Conversion Tracking. Just enter a cost-per-click (CPC) bid for your campaign like you normally would, and LinkedIn’s ad system will auto-adjust that bid up or down as needed to serve your content to members who are most likely to convert. Your CPC may fluctuate, but that’s okay because the primary goal of this feature is to ensure that your CPA decreases by the end of the campaign.
Auto-optimizing your bids for conversions is generally a good idea under the following conditions:
Your campaign goal is to drive quality conversions.
You measure campaign success using metrics like conversion volume or CPA/CPL.
You bid on a cost-per-click basis and are comfortable with LinkedIn adjusting your CPC bid as needed to get more people to convert on your ads.
You’re comfortable with the prospect of paying a slightly higher CPC if it can potentially lower your effective CPA.
Learn More About Your Audience with the LinkedIn Insight Tag
Beyond the added demographic and reporting depth, the LinkedIn Insight Tag also allows you to set up retargeting campaigns. By tracking visitors and serving them ads later as they surf their favorite sites, you can boost conversions by way of increased familiarity and trust.
Use Website Demographics for Better Understanding and Smarter Optimization
You’ll want to know which creative works best for each target audience, and where your strongest ROI is coming from. By installing the LinkedIn Insight Tag, you also get access to LinkedIn’s Website Demographics tool. Now you have stronger data for optimizing your ad spend, and a stronger sense of who’s landing on your site from LinkedIn. Through this feature, you gain access to additional visitor details such as job title, seniority, and job function, as well as location, industry, company type, and company size.
Use the Website Demographics tool to better understand which professionals are visiting your website and the content they’re consuming. With this insight, you can create LinkedIn ads targeted to more of the people who are already converting and optimize your web pages to convert them even better. Again, you can use this tool for free. All you need to do is add the LinkedIn Insight Tag to your website footer.
By monitoring the audience attributes that drive conversions for your campaigns and ads, you can continually refine your targeting and creative to generate leads that are more likely to close. All in all, Campaign Manager equips you with tools that make it possible to prove that your marketing activities are leading to real sales revenue.
Got a hankering for more ways to spice up your marketing impact? Download The Secret Sauce: How LinkedIn Turns Up the Heat on Their Marketing Campaigns.