When users visit your website, LinkedIn creates a cookie in their browser, allowing you to see insights about your web traffic and build retargeting audiences. The Insight Tag is a piece of code that is installed on your website. Installing the LinkedIn Insight Tag is necessary for setting up conversion tracking and creating Matched Audiences. See this post for more on layering exclusions in your LinkedIn Ads targeting. In addition, be sure to also exclude current customers, employees, and competitors, who are either already paying you or will never pay you. If your ads are unintentionally being seen, clicked, and converted on by unqualified people, exclude the criteria that you deem as unqualified from your LinkedIn Ads campaigns. That said, you can exclude targeting criteria the same way you can include it. Even if the campaigns you created are targeting criteria that define your ideal customer persona to a T, there’s still a chance that unqualified people will filter through. LinkedIn’s targeting capabilities are the reason why us B2B marketers are willing to pay premium prices, but it’s not foolproof. Check out this episode of The LinkedIn Ads Show for direction on micro-segmenting your audience on LinkedIn Ads. Splitting your audience into more than one campaign, in this case, can lead to deeper insights than if targeting criteria were combined. Are there more than one geo, industry, or level of seniority that you’re targeting, for example? If your audience size is larger than this, you might consider segmenting your audience into multiple campaigns. Just note that gathering enough data to make informed decisions may simply take longer and that you might not spend your full budget each day. If your audience size is smaller than this, that’s okay, as long as you’re targeting the right people. We recommend keeping audiences (per LinkedIn Ads campaign) sized between 20k – 80k. Simply uncheck the checkbox at the very bottom of the Audience section and you’re good to go. You can disable it by editing an existing campaign or right when you create a brand new campaign. This feature is enabled by default for every new campaign you create. If you don’t want to show your ads to those who, under any circumstance, would not make a great customer for you, disable Audience Expansion. This feature extends your reach to those outside the targeting parameters you’ve clearly defined in your LinkedIn Ads campaigns. We wrote an entire blog post explaining why Audience Expansion isn’t good for brand awareness (or in any case, really), but here’s the short version: The cherry on top is that it can also act as a buffer since sales cycles are long and you’ll be investing long before you see the return. The reasoning behind this is because, even though the platform is well worth it in the long run, it does tend to be more expensive in front-end costs (like costs per click and costs per lead).įor this reason, you need a high enough CLV to see a positive ROI. LinkedIn Ads are best suited for those with a customer lifetime value (CLV) of at least $10k. So we compiled the top 12 best practices for starting and running successful LinkedIn Ads: But that doesn’t mean success comes easy (take it from our Founder and CEO, AJ Wilcox, who’s had 11+ years of experience in the platform). There’s no disputing it: LinkedIn is the best digital ads platform for B2B marketers.
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