As we leave a year like no other behind us and transition into 2021, the goal for paid search advertisers remains the same: to reach the right audience at the right time and turn that click into a lead or sale. One of the best ways to do that is to start integrating the unique LinkedIn targeting audiences that Microsoft Advertising offers.
These advanced ways to collect data and target customers allow you to dive deeper into the company, industry, and even job title of the person clicking on your ads.
So that’s what I’ll be focusing on in this post. We’ll talk about: In this post, I’ll cover:
>The different types of LinkedIn audiences and what they entail.How to set them up for targeting in Microsoft Ads.How to optimize your ads once you’ve collected data.
I’ll also provide some real-life examples and data from my own experiences in PPC consulting. LinkedIn targeting will be one of your most important strategies moving forward and you will continue to see Microsoft Ads deliver you even greater performance.
LinkedIn audience types
Before I get into setting up your audiences for Microsoft Ads, let’s go over the three different LinkedIn audience types you can target.
>Target users in specific companies.Good for if you have a list of prospect names or high-converting organizationsUse to collect data and adjust.
With this first audience, advertisers can select from thousands of different companies. Operating off a search function, you’re able to type in a prospective client or business name and then add them into your data observation strategy.
The most important thing to note about this company audience, as well as the others, is that they are operating entirely under the assumption that people have their LinkedIn profiles up to date. So, for the company audience, Microsoft Ads would look for people who worked most recently at the companies you select and have that set under their LinkedIn profile. This particular audience type can be helpful if you have a list of prospective client names or if you know that your customers will likely come from whatever organization(s) you select.
If you’re not 100% sure what companies you need to target, it can also just be a great way to start collecting data and observing the click traffic for a time before you
By: Christopher Jankun
Title: How to Supercharge Your PPC Performance Using LinkedIn Audiences
Sourced From: www.wordstream.com/blog/ws/2021/04/09/linkedin-audiences
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