LinkedIn Adds Tools to Help Marketers Sharpen Their Campaign Targeting

Its forecasting panel was revamped, and Boolean logic can now be used in queries

New LinkedIn logo for 2019
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LinkedIn added several tools to help marketers on its platform bolster the effectiveness of their targeting.

Director of product management Abhishek Shirvastava said in a blog post detailing the new tools, “You’ve shared that one of your biggest priorities is to reach more of the right audiences at scale. We’ve recently invested a lot in bringing that to life with the introduction of new tools to expand your reach, including lookalike audiences, interest targeting with Bing search insights and audience templates. Today, we’re taking that up a notch by bringing more sophisticated audience targeting and campaign reporting features to Campaign Manager. These tools are designed to help marketers who are looking for more powerful reach and insights for their LinkedIn campaigns.”

The professional network said it improved the campaign forecasting panel in Campaign Manager, enabling marketers to see the makeup of their target audience directly via the dashboard.

The panel can now be customized to bring up specific professional characteristics, such as top industries, years of experience or company sizes.

Shirvastava wrote, “When combined with contacts you’ve uploaded to matched audiences, you can be sure that you’re not only serving ads to the specific prospects you’re trying to reach, but that you’ll have the demographic insights to deliver the content and creative mix that will resonate with them.”

LinkedIn also added targeting using Boolean logic, or using “and/or” in queries, at the top of the list, so that marketers can combine profile facets including job function, seniority and titles in a single campaign.

Shirvastava explained, “For example, let’s say you wanted to target people using director seniority and the finance job function. Previously, within a campaign, you could only do so by targeting directors in finance roles. Now, with Boolean targeting, you can use a single campaign to reach people who are directors at any job function, as well as people in finance roles of any seniority. This gives you greater flexibility to determine the kinds of professionals who see your ads.”

A how-to video on Boolean targeting is available here.

Finally, LinkedIn is adding the ability to track measurement insights at the audience level, including leads, Sponsored InMail openings and video ad views.

Shirvastava wrote, “With this data, you can demonstrate to your leadership or partners in the sales org exactly what kinds of professionals are becoming quality leads for your business, or what kinds of audiences are spending time with your video content or reading your Sponsored InMails.”

The updates to audience forecasting and addition of Boolean targeting are available worldwide starting Tuesday, while the new demographic reporting features will be rolled out over the next two weeks. David Cohen is editor of Adweek's Social Pro Daily.