Millions of people across the globe use LinkedIn. It has become a powerful social media platform today. Many businesses utilize LinkedIn for their marketing activities. Businesses aim to promote their brand, increase brand awareness, generate leads, and build networks through LinkedIn marketing campaigns. Just like any other marketing activities, LinkedIn campaigns need to be measured. Measuring performance is key for the success of any marketing campaign.
If you are using LinkedIn marketing for your business, are you measuring the performance of your campaigns effectively? In this article, we will discuss effective ways to measure LinkedIn marketing campaigns.
Identify Goals and Key Metrics
Setting goals for your campaign is important as it determines which way you want to go. LinkedIn Campaign Manager uses an objective-based framework that is focused on your goal. Whichever metrics you measure will align with your goals. For example, if your goal is to build brand awareness you will look at metrics like impressions, clicks and click-through rates. Other goals can include increasing consideration or driving more conversions.
With the help of LinkedIn’s Campaign Manager, you can easily align your metrics to your goals. This way you can track and analyze the right metrics for your campaigns.
Set up Insight Tag
The LinkedIn Insight Tag is a JavaScript tag for your website that helps you track conversions, optimize campaigns, retarget website visitors, and understand your audience. Conversion tracking gives you an in-depth understanding of your ad performance. With the Insight Tag you can see the number of downloads, purchases, sign-ups, or any other conversions driven by your ad campaigns. Conversions can be tracked even if the user leaves LinkedIn to go to your website or even if people viewed an ad without clicking on it.
Insight Tag provides comprehensive demographic insights about your website visitors like job titles, industries, companies and more. Demographic insights are key to understanding visitors and building ad campaigns relevant to them. Insight Tag can help you track your ad campaigns and optimize them further for better results.
Want to start with your LinkedIn ad campaigns? Here is a simple guide that can help you get started.
Set Up Lead Gen Forms
Lead gen forms enable you to convert high quality leads. If your aim is to convert, then lead generation forms are the way to go. Lead generation forms on LinkedIn are available for Sponsored Content and Messaging Ads. They are designed in a way that makes it easy for users to fill it. These forms pull data from the user’s LinkedIn profile like name, contact info, job title, or seniority level etc., so users don’t have to complete each field. Since they are easy to fill, users are more likely to convert. In addition, these forms are beneficial for marketers as they receive accurate and valuable data on their leads. With the help of these forms marketers can also track key metrics like cost per lead, number of leads or lead form fill rates from audience segments.
Pre-filled lead gen forms encourage more users to sign-up for various downloads, events, or any other offers. Adding a compelling call-to-action improves engagement and click-through rates. Setting up lead gen forms for any of your marketing campaigns is crucial and should not be ignored.
Weekly Reviews
Keeping a track of your campaigns and measuring it regularly is important. With measurement you know how your campaigns are doing and where you would need to make improvements. Once you start running your ad campaigns, ensure that you are measuring your progress. Evaluate your metrics and see if they are giving you all the information you need. Choosing the right metrics is important to get accurate insights that are valuable to your business. The only way to know you are tracking the right metrics is to measure your progress often and look at various metrics.
It is good to do a weekly review of your ad campaigns. Give a week’s time for your ads to show the accurate results. If you make any changes after the review, a week’s time is a good gap for the results to show. By tracking your progress on a weekly basis, you will end up creating very refined ad campaigns that help you meet your goals and grow your business.
Leverage Campaign Demographics
Knowing your audience is a key element of a successful ad campaign. You need to understand the people who you are targeting as these are the ones interacting with your ads. The target audience you choose are the ones who are going to invest in your products or services in the future. Hence, it is important that you know all about them. You also need to ensure that the clicks and impressions you gain are from the right people. Just looking at click and impressions is not enough, as engagement from the wrong people will not yield any profit. Campaign Demographics helps marketers see what type of audience is interacting with their ads.
Campaign Demographics gives a user’s professional information like job title, industry, location, company size and more. When evaluating your ads, check your Campaign Demographics to see if the right people are engaging with your ad campaigns.
View Campaign Insights
Campaign Insights show current campaign data in the Budget & Bid reporting dashboard that can help you optimize your ad campaigns. This includes the following insights:
Total budget: Budget amount spent to date.
Daily budget: Average daily spend over the past seven days.
Bid: Recommendations on bid amounts to help your ads compete in the ad auction.
These insights help you make important decisions on your budget. Budget is a key aspect of your ad campaigns. You need to ensure that you are using your budget efficiently and seeing positive results. With the help of these insights, you can track how much you are spending and get an idea of how much you need to be spending. This will ensure that you don’t go overboard with your budget and spend the right bid amounts so that you can compete in the ad auction.
LinkedIn Marketing Campaigns can seem like a challenge to master especially if you are a beginner. Maybe at first you are not so confident about tracking your campaigns. However, with frequently tracking your campaigns and looking at the right data you can accurately measure your ROI. It is important to know how much time and resources you invest in your marketing campaigns and is it giving you the right results.
With the help of these points above you can start measuring your campaigns the right way and improve your future campaigns. These guidelines can ensure that you investigate every aspect of your campaign to discover more areas that need improvement.
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