In early 2019, LinkedIn released an exciting new advertising model that uses three main methods to help expand your business reach and propelling your business further:
<\/p>\n\n\n\n
- Lookalike audiences<\/strong>, which finds people who look like the audience you already have.<\/li>
- Audience templates<\/strong> based on commonly related characteristics such as job titles and skills.<\/li>
- Interest targeting<\/strong> for the most relevant topics or themes to your ideal audience.
<\/li><\/ol>\n\n\n\nHere\u2019s a quick introduction to how you can use LinkedIn\u2019s targeted advertising to reach your perfect audience.
<\/p>\n\n\n\n![\"LinkedIn\"](\"https:\/\/trafficsoda.com\/wp-content\/uploads\/2022\/06\/Targeting_on_linkedin1.jpg\")
<\/figure>\n\n\n\n1. Lookalike Audiences
<\/h2>\n\n\n\nA lookalike audience is similar to your core audience with one important difference: these individuals are not completely dedicated to your brand yet. But the potential is there because they have visited your website or engaged with your mobile app.<\/p>\n\n\n\n
By enticing this audience through ads that reflect their interests or professional careers, you can expand your audience and grow. Those who are already engaging in mild ways with your site are the most likely to convert and grow your business.
<\/p>\n\n\n\nGetting Started with Lookalike Audiences
<\/h3>\n\n\n\nThe best step to begin this process is to find a specific starting point within your audience and develop the group from there. It\u2019s important to not make overly broad audiences such as \u201call purchasers\u201d. How would you know if they were one-time purchasers or consistent buyers? Identify your important customers.<\/p>\n\n\n\n
After you\u2019ve identified segmentation of your core audience, determine if you want to optimize based on similarity or reach. Typically, between 1%-5% of the target demographic will find you a group closely resembling your core audience.<\/p>\n\n\n\n
For reach optimization, aim for anything near 10% of the target demographic. While you are targeting a greater number of users, they will be less similar to your core audience.
<\/p>\n\n\n\nWhy LinkedIn Lookalike Audiences?
<\/h3>\n\n\n\nWhat sets LinkedIn apart from other companies that help develop lookalike audiences?<\/p>\n\n\n\n
- Ability to reach farther with active users and convert them.<\/li>
- Scale results not just with a wide reach but with quality conversions.<\/li>
- Find audiences you may not have considered before.<\/li><\/ul>\n\n\n\n
With 500 million people actively using the site and 9 million companies<\/a>, you have access to a huge pool of people to expand your audience from. This software was built on their information, where people are motivated to keep their information up to date so they can network for future job opportunities.<\/p>\n\n\n\n
Only active members within your target audience receive the advertisement campaigns. Meaning you are more likely to get traction on your ad from active users that are going to engage. During their pilot testing, companies were able to tailor their ads to their desired demographic and received 5-10 times more reach while still having quality customers<\/a>.<\/p>\n\n\n\n
Prior to any campaign launch for your business, LinkedIn has developed a system that predicts the general outcome of the ad. You can then make improvements before it goes live, which results in even more success with your campaign.
<\/p>\n\n\n\n2. Audience Templates
<\/h2>\n\n\n\nLinkedIn provides a variety of different pre-set packages regarding their targeted advertisements. They are based on commonly related audience characteristics such as:<\/p>\n\n\n\n
- Company size, name or industry<\/li>
- Job title or function<\/li>
- Seniority level<\/li>
- Schools<\/li>
- Degrees<\/li>
- Skills<\/li>
- Fields of study<\/li>
- LinkedIn member groups<\/li><\/ul>\n\n\n\n
Businesses can easily begin their reach campaigns but don\u2019t have to spend hours setting up the specifics.
<\/p>\n\n\n\n3. Interest Targeting
<\/h2>\n\n\n\nInterest targeting is the idea that you are serving your ad campaign to people who are interested in that topic or a general theme.<\/p>\n\n\n\n
The initial pique of interest, followed by content that they engage with, helps create a receptive and responsive audience. In the future, they will seek your content, products and services.<\/p>\n\n\n\n
- Audience templates<\/strong> based on commonly related characteristics such as job titles and skills.<\/li>