Big Changes Coming to LinkedIn Campaign Manager
LinkedIn marketing is becoming more important as B2Bs look for new and more accurate ways to address their customers.
Because those customers happen to be businesses, it’s harder to connect to them on larger platforms like Facebook and Instagram with any kind of decent success rate. Recognizing this need, Linkedin has updated the LinkedIn Campaign Manager
so that it’s easier to use and more powerful than ever.
This is Not LinkedIn Sponsored Content
It may feel like this article’s entire point is to sing the praises of LinkedIn’s needed updates, but that’s only because it is finally becoming a tool that’s powerful enough to really extrapolate answers to questions that have been so difficult to answer.
For starters, LinkedIn Sponsored Content will now be integrated with Google Campaign Manager so that advertisers can better track both audience information and content data across platforms and devices. Although this feature has been available for a bit for limited ad formats, the big deal here is that Sponsored Content, from video, carousel ads and even lead-generation forms can now be tracked using the Google Campaign Manager.
Companies using LinkedIn’s Google Campaign Manager integration should make sure to utilize click tags rather than landing page URLs for the most accurate tracking. LinkedIn says more metrics are coming, so watch for those, too. Vimeo already announced that users can publish video directly to the appropriate LinkedIn company page.
Introducing Objective-Based Advertising
Marketing campaigns, in general, have some kind of endgame in mind.
Maybe the company wants to get more clicks or higher traffic flow. Or maybe they just want to sell a thing or tell a story. Whatever the motivation, there tends to be one. Not having an objective means marketing assets that make no sense together or run counter to one another. Everyone needs an objective, but most platforms leave it to the individual to figure out just how to make them happen.
LinkedIn has made some big decisions when it comes to Campaign Manager that make it much more user friendly, helping even the newest small business owner push ads out that could help them achieve their goals. Of course, if the advertisement itself is ineffective, LinkedIn can’t make a lot of difference there.
The company calls their new effort “Objective-Based Advertising,” which is a very fitting name considering that it literally is a workflow made with the ultimate goal in mind. The user starts by selecting from a list of objectives, then Campaign Manager helps them stay on task by only showing elements that will help the user achieve their goal. Audiences are segmented into five major categories: Company, Demographics, Education, Job Experience and Interests.
With those steps handled, a panel to the right will appear, giving advertisers predictions of reach based on spend over 1-, 7- and 30-day periods. The budget and schedule boxes are at the bottom, and haven’t changed a whole lot, but the ad building tool got a big upgrade. As a marketer builds a marketing asset, it appears in a panel to the right that updates in real time and is an accurate depiction of the ad in its destination space.
More From LinkedIn: Coming Mid-2019
What LinkedIn and Google have dropped on the B2B marketing community promises to only be a taste of what’s possible down the road.
Objective-based advertising and optimizations for these types of campaigns, as well as better ways to track them all across platforms are moving LinkedIn into position to compete with larger social media platforms like Facebook and Instagram.
Although LinkedIn lacks the audience bulk of Facebook, boasting just 562 million users to Facebook’s 1.49 billion daily active users, the nature of LinkedIn as a specialty social network just for businesses means that a B2B marketer has to do less filtering to get to the specific audience they’re trying to reach. LinkedIn has long been touted as the place for B2Bs to find customers, but these changes are going to make it much easier for business owners as well as the professional marketers that work for them.