B2B media strategist Michelle Morgan shares tips for effective audience targeting and calls-to-action.
SMX Overtime is a part of our SMX speaker series, which features conference speakers answering questions from guests about a range of topics.
Q. When you have done on your LinkedIn Lookalike viewers, what percentage of the original lookalike will remain?
A. There is no information available on the extent of overlap between the Lookalike models, so it is difficult to determine whether there is or not. to avoid the possibility of staking out in the Lookalike, a better strategy would be to use different images or to expand the use of the promoted Word. Even if your audience has seen you or heard about your name before, they would not associate your brand with the same feelings because of the many changes that you are implemented.
Those consumers who have previously installed the application or clicked the “OK” in a previous version of the campaign should be added to the expanded ad-block as well to help prevent their current campaign conversion from costing them money.
Q. What would you can you do that will have positive results from LinkedIn advertisements?
A. If you’re expecting the user to do something in addition to browsing, be sure it is valuable. In return for a lead, it’s almost a certainty that you have asked them to fill out a questionnaire. keep in mind what you want to focus on; you must think about your target audience’s needs
Do they express a range of questions What company choices are they attempting to make? How do you assist them with that knowledge rather than just making a sales pitch about your business?
They’ll have a better brand experience if you have value, and they’ll be more likely to come back and buy from you later.
Calculator or tool with personalized performance, whitepapers, infographics, business analyses, webinars, workbook/tool kit, and so on are all possible examples.
Q. In other sites, such as Facebook or Google Ads, how do you build lookalike audiences?
A. Lookalike Audiences can be built on the networks themselves. You just need to upload or build the root audience as the advertiser, and then direct LinkedIn or Facebook to create the Lookalike.
Similar Audiences are included in Google Ads, but they have generated automatically until a Retargeting audience you’ve created has a recognizable trend.
Q. You reported that LinkedIn job title targeting was costly. Have you tried targeting with a work description AND a function? If so, have you seen a decrease in CPCs?
A. When you combine these two, you’ll be targeting both Job Title and Job Feature. Although this can improve coverage and lower CPCs, it may also dilute the audience, resulting in advertising being served to lower-quality consumers.
I don’t think it’s a good idea to combine targeting like this in a single campaign. I recommend running a Job Titles and a Job Functions campaign and comparing the CPCs and results.
It’s possible that one will outperform the other, or that they’ll work well together.
Q. What kind of LinkedIn ad targeting has yielded the best and most stable outcomes in your experience, such as party targeting, business, and so on?
A. This is a difficult topic to tackle in general. My high-level response is that the most important audience is the strongest, and this is dependent on what you have to say. What is the focus of your content if you’re selling it? Can it determine by a person’s profession? Is it dependent on the abilities of individual members? Is it generic enough that anyone in an organization of a certain size will use it?
Consider the service you’re providing and who will be the most benefited. Allow this to decide the styles of targeting you employ, as Job Titles can work well for one account but not for another.
Q. How do you feel about attempting to expand your LinkedIn company page followers organically and incorporating content to raise followers by posts vs. developing a LinkedIn video campaign and relying on supported show advertising and InMail messages?
A. To be honest, all approaches have merit. Organic ads are awesome to have going all the time to raise brand awareness, but Paid will certainly help. You may use the Engagement strategy form to encourage people to interact with your posts or pages, resulting in increased interest in your company over time.
In terms of formats, video is ideal since it allows you to get the point out without being interrupted. One disadvantage is that, unlike Facebook, you cannot target users based on how they interacted with your video on LinkedIn. This isn’t to say you shouldn’t make videos. If you have something solid, you can use it to support your business. Expect to be unable to reengage users once they have seen the film.
When it comes to InMail, this isn’t my preferred style. It’s probably better to keep your page promotion to the newsfeed and other sites unless you have something exclusive and tempting.
Q. Is there any data you can use in LinkedIn that you can get from Google or Facebook?
A. In a word, yes and no. There’s a lot you can do with data from one site to help you with another, so it’s not a good idea to believe that targeting on LinkedIn is the same as targeting on Facebook and Google. And basic things like age span and gender will vary based on the platform you’re using.
Instead, I recommend that you build audiences of users from a single forum and then use the Customer Insights software to see how those users are segmented. For eg, if I want to see how my Google audience maps to LinkedIn targeting options, I will use my basic URL tagging convention to build an audience of users in LinkedIn with “source=google” and “medium=cpc” to see how the users who come from your Google campaigns map to Linkedin targeting options.
Editor’s note: Since LinkedIn is owned by Microsoft, certain audience targeting integrations are available. You can use Bing search data to target preferences on LinkedIn. Advertisers will target viewers based on their engagement with business-related material on Bing. Microsoft Advertising campaigns (which serve Bing search ads and native ads on the Microsoft Audience Network) can also target people based on their LinkedIn business, job features, and industry categories.