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Campaign Manager is the tool that allows you to create LinkedIn ad accounts and campaigns. You can also manage your campaigns, gather reporting on campaign performance and more.
The primary uses for Campaign Manager are as follows:
There are five ad formats available on LinkedIn to nurture and acquire a specific target audience.
You can craft your ad copy, choose your CTA, and leverage dynamically-generated images from LinkedIn member profiles. You should note that only text ads, sponsored content ads, sponsored InMails and display ads can be created and managed through Campaign Manager.
When marketing on LinkedIn, it's best to use the reach, nurture, and acquire concept.
To reach your audience, you will need to specify who that audience is. As previously discussed, LinkedIn can target with precision and accuracy. As people identify as professionals on LinkedIn, we can very easily find the decision makers within organizations. LinkedIn is the largest professional network in the world, with more than 433 million professionals for marketeers to target.
The target criteria available to reach a specific target audience includes their location, the company they work in, the industry they work in, their job title, their seniority level, member groups, school, skills, gender and finally, their age.
Once your target audience has been identified, the next step is to nurture this audience with communication. The first step would be to make the audience aware of who you are. Typically, this initial step will be done via onsite display ads. A key metric around awareness would be CPM. That's cost per thousand impressions.
Once the audience is familiar with who you are, the next stage would be to build a stronger connection with this audience. As previously discussed, content can play a key role with this. By providing the target audience with content, advice, and free information, you are helping this target audience with ideas and tasks in their role.
And lastly, once the relationship is established, the business can acquire the audience as leads. This can be done by utilizing certain content for inbound lead generation. For instance, after a lead downloads an e-book or a white paper, a sales rep may approach the lead to set up a call. Sponsored InMail could also be used as part of the marketing campaign for lead acquisition. Sponsored InMail includes a message with a specific call-to-action, and when the call-to-action is taken, the lead is acquired.
Examples of a call-to-action can be contact us, or get a quote, book an appointment, or download now, in the case of content downloads.Back to Top
As Head of Social Media for the creative agency Goosebump, Lauren’s current role is to create and implement social media strategies and content strategies for a portfolio of clients spanning a wide range of industries. Her team of creatives and strategists specializes in delivering innovative and integrated social media campaigns that drive conversions. Her work has been recognised with a wide range of awards, including the Irish Social Media Awards and Digital Media Awards.
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
You will not be assessed on this content in your final exam.
ABOUT THIS DIGITAL MARKETING MODULE
This module focuses on LinkedIn and shows how you can use the platform to build and develop professional connections with your target audience. You learn how to use LinkedIn-specific features, such as Company pages and Showcase pages, to build your company presence on the platform. The module goes on to cover the different ad formats available on LinkedIn, such as Text ads, Sponsored ads, Sponsored InMails, Display ads, and Dynamic ads, and outlines best practices for advertising on the platform. Finally, it teaches you how to use analytics with LinkedIn to measure the success of your campaigns.