The Missing Connection: Audience Targeting and LinkedIn
Created On: April 25, 2019
LinkedIn is an excellent platform for reaching a wide variety of professionals, but, unfortunately, their advertising system hasn’t always been as user-friendly as those of its competitors. The good news? LinkedIn is continuously innovating to make their product better optimized for consumers and businesses alike. Their latest addition of a reaction feature for posts brings a modern element for users of the platform, while advanced targeting updates help create more strategic advertising opportunities for marketers. These targeting changes may help increase the effectiveness of advertising campaigns while making spending more efficient.
LinkedIn Lookalike Audiences
Let’s say you published an ad on LinkedIn, and it was a rousing success. Congrats! But guess what? You can go further. LinkedIn took a page out of many other social media platforms’ books and added a Lookalike Audience feature. This method of targeting collects data from those who respond positively to your advertising, analyzes this information to find commonalities, and uses this to find people who are likely to behave similarly based on this insight.
LinkedIn Audience Templates
The lookalike targeting is useful, but only if you have existing data to use. What if you have no idea where to start when creating your target? LinkedIn has a solution! The professional social media platform now offers Audience Templates you can use when publishing your ads. This means you can select from a variety of pre-made targeting options for a quick and easy way to make sure your ad is reaching the right people. LinkedIn provides templates grouped by location, industry, company size, age, gender, field of study, degree type, skills, and much more.
LinkedIn Interest Targeting
LinkedIn’s Interest Targeting allows marketers to reach people based on—you guessed it—what they’re interested in. Utilizing information users place in the “Interests” section of their profile and collected data from the content they engage with, LinkedIn can reach people who enjoy learning about art and entertainment, politics and law, science, the environment, and so on. With over 200 top-level and sub-level categories, the targeting opportunities are vast.
LinkedIn is evolving with the times to allow marketers to provide interested consumers with valuable content. While it’s still proving to be relatively more expensive than other platforms, better data should lead to better performance for your advertising, and depending on your company’s objectives, audience, and budget, LinkedIn is definitely a platform to consider testing. While the jury is still out on the effectiveness of these changes, we’ll be integrating these new functions into our campaigns and reporting back with our findings in a few months. In the meantime, consider your company’s objectives and explore how LinkedIn’s new functionality could help you create a more streamlined campaign.