We love it when our team gets super tactical! Check out Cognism team member Lee's post below for some pro tips for audience insights for LinkedIn ads 🎯 #LinkedInads #b2bmarketing
Audience Insights is my favourite LinkedIn Ads feature and integral to campaign planning for me. Here's how I use it 👇 Back in the day, you had to rely on the Campaign Demographics report to work out who you were reaching with your ads. The problem with this alone is its reactive nature. You had to spend budget to better understand where you might be occuring wasted spend from any mistargeting and retroactively apply those audience exclusions. 💰 Then came along the ability to get the same great demographic insights - and many more - from Saved Audiences in the Audience Insights dashboard. Without needing to spend a dollar first. Before launching every campaign now, I'll draft a Saved Audience and check a few things: 1️⃣ I'll scan the Top 50-100 job titles that make it up and ask myself, are these the right people? 2️⃣ I'll check the company names report. Are these organisations I want to reach? I'll look at industries too. Are these sectors where we win or at least fit? 3️⃣ Look at the seniority and job function breakdowns. Is my audience skewed by a particular seniority layer that I could consider breaking out? Is my audience dominanted by a persona that I could run separately with tailored content/messaging? 💡Pro tip: These are especially insightful when using job title targeting as you'll learn how LinkedIn interprets your audience. (Note: desirable job titles can often sit in Entry or Senior buckets and sometimes get missed by Job Function Seniority targeting alone. Likewise, there's often cases where you wouldn't want to target a whole job function but some titles within it could be super relevant.) 4️⃣ If you're running global campaigns, check the spread of countries you'd reach. 🌍 I'll often do this to map out a Total Addressable Market (TAM) and share this data back to the wider team. In the past, it's justified or prevented resources being wasted on localisation efforts. 5️⃣ Less useful but interesting nonetheless you can also see the shared skills and interests the audience has. I've sometimes used skills found here to expand or refine my targeting. *** When looking across the above attributes, you can exclude there and then any that are undesirable. Remember to apply and save your changes. You might have just trimmed up to 50% of an audience you would have otherwise launched and wasted spend on, doubling your efficiency. 📢 A word of caution, when excluding job titles, be mindful of any that contain "specialist". These behave like Russian dolls - they contain lots of other job titles. Exclude "marketing specialist" and you could be throwing out CMOs and Heads of Marketing too. *** Thanks for reading! If you like B2B marketing or paid media content, drop me a follow or connection request 👋 ~ Lee #b2bmarketing #linkedinads #paidsocial