Author: Billy Cina

Okay, so tragedy a whole world is getting cookieless. What are we doing about it?

We have to start looking at the bigger picture. We have to zoom out from our regular conversion metrics, KPIs, and try look at the data more holistically.

1)We want to start measuring lift, meaning that when a campaign goes live, we want to see the overall impact that it has on our website on the traffic brand searches and the leads in general, rather than only searching for the KPIs for a specific campaign.

2) Enhanced conversions. If we enable it, it will help have more accurate tracking of our users in Google ads.

3) An important thing that we should now consider more is to not be afraid of lookalike audiences, and customer audiences, which are audiences that are becoming more and more accurate since they’re based on machine learning. Lookalikes, we used to use them mainly for Facebook, but now we can definitely use them on LinkedIn they’re becoming more and more specific and accurate and right. And we should make sure to test them.

LinkedIn ad targeting, how do we do it?

First of all, we have to consider different targeting methods. So the more natural targeting path is the job titles for LinkedIn, but we have to consider that they might be another cheaper audience.

Probably our competitors are there as well, so we want to try different ways to get to the same audience, but in a cheaper way. How do we do that? We can have different targeting methods. For example, we can try groups that can be relevant, just make sure to exclude the HR and the sales and obviously the marketing that are irrelevant

Another way is to try job functions, and add a seniority level and company size. These are all attributions that we can give LinkedIn to start and try to reach our targeting audience. So you can reach the same people,  test them out and see which one is cheapest, and obviously performs better.

However, something to keep in mind is when you do this, make sure to exclude each target audience from the other so you don’t target one user with the same ad different times. The frequency will then not be accurate, and it’s a shame we want to have accurate numbers of the data. O

Another thing we should keep in mind is the country. So we want to target countries with the same timezone within different campaigns, meaning, for example, that we want to have one campaign, for example, for Europe and another one for North America.

If we had them in the same campaign, what would happen?

The campaign starts in Europe. And by the end of the day, when we reach North America, it probably used up most of its budget, and therefore we are missing out on an opportunity. So this is why we definitely want to keep them apart and have a better overview of our countries our data, and make sure that we use our budget wisely.

When new PPC clients come to Marketing Envy many of them have been doing some PPC already. And they come saying we’re not getting any leads, why are we not getting any leads?

And we say that’s clear to me, you’ve been targeting really new people, a whole load of people with demo ads straight away, off the bat, demo ads. When we’re going to target a new audience, we can, go straight with them with demo ads, because the chances of them converting is really, really small.

What we need to do is to build a whole funnel. So we start, for example, with brand awareness, for example, with video. And then we continue on with the funnel users who engage with the video, for example, they watched the video till at least 25%, we will then prompt them with another piece of content, for example, a blog that can bring traffic to the website. And then later on, have them all remarketed with the demo ads, hopefully getting them to convert.

So what you’re really doing is you’re getting them to get to know you over time. So by the time they encounter a demo ad they’ve already seen a video about you, they’ve already read something about you, have become familiar with what you do and how you approach it. You’ve whet their appetite, and now they want to hear more.

Before you even start running your PPC ads, you really got to think about how you’re going to get them to your demo ads, how you’re going to convert them, you’ve got to think about how I’m going to raise their awareness about my product, how I’m gonna bring them down the funnel and make them really want to know more exactly this visibility of the funnel will also help us understand where the customers get stuck, where we should optimize and how we can get them down the funnel in the most effective way.

When we’re talking LinkedIn targeting how broad we want to go?

Do we want to go really wide or at least?

Unfortunately, there is no one answer for everyone.

But there are some numbers that we should keep in mind, we can’t target less than 1000 members on LinkedIn.

And if we staying close to 1000, it will also be very hard for LinkedIn to spend its budget. So we definitely want to be 10,000 and up, but we don’t want to be, let’s say, over 200,000 members. We want to keep our audience as specific as possible.

Why wouldn’t we want to target more than 200,000 people? When we go too broad, it’s very hard to understand the audience and it will be hard to have insight regarding the audience. So we do want to have a focused number of members that we can optimize accordingly.

The most important thing when targeting an audience on LinkedIn is to go ahead and look at the demographic report, see what works, what doesn’t work, and make sure to optimize your campaign accordingly.