LinkedIn Adds Enhanced Targeting Tools to Help You Reach More of the Right Audiences
October 1, 2019
You’ve shared that one of your biggest priorities is to reach more of the right audiences at scale. We’ve recently invested a lot in bringing that to life with the introduction of new tools to expand your reach, including lookalike audiences, interest targeting with Bing search insights, and audience templates.
Today, we’re 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 you know about the types of audiences you’re trying to reach and what resonates with them, the better your campaign will perform.
We’ve improved the campaign forecasting panel in Campaign Manager, so you can now see the make-up of your target audience right from the dashboard. You 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 you’ve uploaded to Matched Audiences, you can be sure that you’re not only serving ads to the specific prospects you’re trying to reach, but that you’ll have the demographic insights to deliver the content and creative mix that will resonate with them.
“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’ our customers to prioritize which new targeting capabilities to build, many of you placed Boolean targeting logic, i.e. using “And/Or” in your queries, at the top of the list. That’s because “And/Or” targeting enables you 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 you wanted to target people using Director job seniority and the Finance job function. Previously, within a campaign you could only do so by targeting Directors in Finance roles. Now, with Boolean targeting, you 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 you greater flexibility to determine the kinds of professionals who see your ads.
Understand even more about the professional audiences engaging with your campaigns
Demographic reporting has been one of our most popular features because it helps you see the types of audiences clicking and converting on your ads, based on professional characteristics like company name and job seniority. Today, we’re making this reporting feature even better by allowing you to understand which audiences are watching your video ads, filling out your Lead Gen Forms, and opening your Sponsored InMail messages.
With this data, you can demonstrate to your exec team or partners in the Sales org exactly what kinds of professionals are becoming quality leads for your business or engaging with your content.
This type of demographic information also helps you better understand the value you’re getting from your campaigns, and can give you the insight you need to make strategic adjustments to your ad creative so you get better results from the audiences you care about most.
Our audience forecasting and Boolean targeting updates are available globally starting today, while the updates to demographic reporting will be available to all advertisers over the next two weeks.