For example, you can upload a list of existing members and target them for a renewal campaign. Similar to Facebook Ads, there are ways you can use your own data to reach your audience. Moving on, you’ll see a few different targeting approaches based on saved audiences and lists or audience attributes. First, you’ll need to choose certain geographic areas to include or exclude. Once you’ve selected your campaign objective, you’ll be presented with a few different ways to reach people. Fortunately, there are endless useful targeting options and combinations you can use to reach your ideal audience. Job applicants: This campaign objective is useful for promoting open positions at your association.Ĭhoosing the right audience is essential for generating the results you want to see on LinkedIn.Website conversions: Choose a conversion campaign when you want to track a specific action on your website, like making a purchase or registering to become a member.Lead generation: Lead generation campaigns utilize on-LinkedIn lead forms using pre-filled data to help capture contact information.Video views: Campaigns with the video views objective are optimized to help advertisers reach users who are the most likely to watch their videos.Engagement: Engagement campaigns help brands grow their followings on LinkedIn and encourage post interactions.Website visits: Choose this objective when you want to drive clicks to your website.Brand awareness: These ads help introduce your association to a wider audience and are optimized for generating impressions. Here’s a glimpse at the different campaign objectives you can choose between: You can use LinkedIn ads to accomplish several different goals for your association, from new member recruitment to hiring, increasing brand awareness, and more. Choosing between LinkedIn campaign objectives These are then divided into more specific goals, which we’ll dive into below. LinkedIn’s campaign objectives are sorted by the three stages of the marketing funnel: awareness, consideration, and conversions. LinkedIn optimizes your campaign based on the objective you select. In the dropdown that falls when you select the blue “Create” button, choose “campaign.” Confirm the campaign group you’ll be using, and you’ll then be prompted to choose a campaign objective. Next, after you’ve created a campaign group, it’s time to set up your first campaign. But if you are planning to manage and run multiple different campaigns with different goals at the same time, it may be beneficial to set up different campaign groups. In most cases, associations will likely need only one campaign group and can manage multiple campaigns within a single group. Create a campaign groupĪ campaign group is a way to organize multiple campaigns and manage their statuses, schedules, and budgets. Follow the guide to name your ad account, connect it to your company page, add billing information, and add other users who will need access to the ad account.Īfter your ad account is set up, the Campaign Manager is where you can go to find reporting data on your past and current ad campaigns. Next, head over to the Campaign Manager to set up an ad account. In order to advertise on LinkedIn, your association needs a pre-existing LinkedIn company page. If LinkedIn Ads sounds like the right fit for your association, follow this guide to set up your ads account and kick off your first campaign! 9 Steps to create a LinkedIn Ads campaign 1. LinkedIn, on the other hand, is more likely to have its users’ work emails, making matched audiences for professionals more effective. This often presents challenges when creating custom audiences or lookalike audiences on Facebook and Instagram because those platforms are usually connected to the users’ personal email address, which the association may not have. It’s common for associations’ email lists to consist of their members’ and leads’ work email addresses. For example, while Facebook’s job title targeting capabilities are limited, LinkedIn is able to go into deep detail, allowing users to target ads to audiences by their job titles, seniority levels, functions, and even company name or size.Īnother benefit of LinkedIn advertising that many association marketers struggle with on other platforms is contact list matching. LinkedIn’s advertising platform is able to fill gaps left open by other platforms like Facebook and Instagram. That’s why advertising on this powerful platform is a no-brainer for reaching professional audiences. For many professional associations, LinkedIn is the social media network where their members and potential members spend the most time.
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