LinkedIn has proven to be a go-to choice for a lot of customers. If a business is looking to target actual serious decision makers, specially in the B2B and even for D2C segments, LinkedIn ads have continued to provide great ROI, specially in terms of Cost of Customer Acquisition. With Campaign Manager, LinkedIn has also made it rather simple to run and assess advertainments for the marketers.
What is LinkedIn Campaign Manager?
In their own words, “Campaign Manager is the central command center for advertisers on LinkedIn”- which basically means- this is a handy platform where an advertiser can run, edit, monitor and analyse their current and past advertisements. It also comes with online tool guides so that anyone can easily launch an ad campaign on LinkedIn.
Hierarchy of LinkedIn Campaign Manager:
Like most of the other digital media platforms, LinkedIn Campaign Manager also follows a structured hierarchy- they are as follows: account, campaign groups, campaigns and ads. Now, let’s break them down and understand each of these segments:
A LinkedIn page is considered to be an account. It is also common to see different accounts under a single business unit when we are referring to large enterprises. If you consider an advertising agency, it will have different accounts for each of its clients.
- Campaign Group:
The campaign groups help an advertiser to club related campaigns together. For example, if you’re a shoe manufacturer and launching a particular shoe collection, you could group all the advertisement campaigns, related to that particular collection, under one campaign group. A single campaign group lets you store up to 2000 advertisement campaigns together. With the help your campaign groups you can effortlessly control the status, budget, schedule etc. of all the campaigns that are stored under that particular campaign group. For the first ever LinkedIn campaign, your ads will be stored under the automatically generated ‘Default Campaign Group’.
Next comes Campaigns– which supports you to run advertisements to different targeted audience with different objectives. So far, there are 7 different types of campaign objectives that you can choose from. They are as follows:
Brand awareness, Website Traffic, Engagement, Video Views, Lead Generation, Website Conversion and Job Applicants. LinkedIn Campaign Manager also enables you with powerful targeting parameters like targeting a particular industry (manufacturing, IT etc.), professional seniority levels of your target audience (executive, managers, directors etc.), TG’s interests (Accounting, Arts & Entertainment etc.)
Nomenclature and syntaxes of your campaigns:
As you start more and more campaigns, it is bound to get confusing to remember any particular campaign that you had run sometime back. In order to keep things easy, nomenclature and syntaxes play an important role. For example if your launching a new SaaS product through an online event in June 2022 and running a campaign with an objective of generating leads then a good syntax can be ‘LedGen-June22-EventName-ProductName’.
The last leg of this structure is Ad. This can be considered as the end product that your target audiences see. There are numbers of ad types with different goals in mind; like Sponsored Content, Sponsored Messaging, Lead Gen Forms, Text and Dynamic Ads.
An ad typically consists of an image or video, text (both headline and body copy) and a URL that you’d like your audience to visit.
Depending on the ad format, the creative requirements also vary. It is needless to say that the success of an ad is totally dependent on an effective targeting, creative and budgeting strategies.
Understanding the key reporting metrices of LinkedIn Campaign Manager:
You can categorize your metrices according to the goals you’ve set. The available key reporting metrices, as per LinkedIn, are as follows:
- When the goal is Brand Awareness and Engagement:
- Clicks: The number of clicks on links in your ad.
- Impressions: The number of times people saw your ad
- Click-through rate (CTR): The number of clicks divided by impressions.
- Average engagement: Total engagement (social actions such as likes, comments, or shares) (both paid and free clicks) divided by impressions.
- When the goal is to generate leads and conversions:
- Conversions: The number of times someone took an action after clicking on or seeing your ad. This metric applies to campaigns using LinkedIn conversion tracking.
- Conversion rate: How many times your ads have resulted in conversions on your website.
- Cost per conversion: Ad spend divided by conversions.
- Leads: the number of leads you get from your ads. This metric applies to campaigns using LinkedIn Lead Gen Forms.
- Cost per lead (CPL): Ad spend divided by leads.
LinkedIn Campaign Manager is the foundation upon which advertisement initiatives of various brands are dependent. It is continually helping organisations to take the right decisions for their business and to achieve different objectives through its advertising avenues.
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