When it comes to channels that allow for efficient work, most digital marketers would not think of LinkedIn. Google and Microsoft Ads both offer offline editors and bulk editing within the interfaces. Facebook offers bulk editing options in its Ads Manager.
For B2B advertisers, LinkedIn is, without a doubt, the golden channel. The features that LinkedIn has rolled out in recent years: retargeting, Matched Audiences, video and lookalikes, just to name a few, are great tools for the B2B sector. However, one of my biggest pain points when launching a large number of campaigns is the ability to work efficiently within the platform.
Without a bulk editor or offline editing option, careful planning is needed to (hopefully) avoid repetitive work.
In this post, I want to share some of my tips for making your campaign builds within LinkedIn a bit easier and hopefully less time-consuming. I’ll mostly be talking about lead gen campaigns in this post, but many of my suggestions can be applied to all campaign types.
Campaign Planning for Success
If I am creating more than two campaigns, I always have campaign settings, targeting parameters, ad copy and form fields laid out in an Excel sheet.
The columns that I always include in my sheet are:
- Campaign Name
- Campaign Objective (This cannot be changed once the campaign is active.)
- Campaign Group Name (This group cannot be changed once the campaign is live)
- Corresponding Form Name
- Location Targeting
- Audiences/Targeting (if needed, create a separate sheet with specific titles, skills, group names, etc.)
- Exclusions (If needed, create separate columns for lists, companies, job functions/titles, etc., that should be excluded)
- Estimated Size of Audience once the campaign is created. This isn’t necessary, but it’s nice to have this information.
Once I have all of these columns mapped, I will start the campaign builds and form creation process.
Create Lead Gen Forms in LinkedIn
Since most of my clients require separate lead gen forms for each campaign we are running, I like to make my lead forms the same name as the campaign.
You’re also able to tweak fields on the Confirmation tab, including the Call to Action.
But if the name of the form is incorrect or you want to add additional fields, you’ll need to create a new form.
I like to create the forms before building campaigns, but this does not have to be done first.
Tips for success using lead gen forms:
- Assuming you are utilizing the same form fields, utilize the lead gen duplication option to avoid redundant work.
- Avoid adding the forms to ads until all of the forms are thoroughly reviewed for accuracy. As I mentioned above, once the ads are added to an ad and sent into the review process, the name and fields can no longer be changed.
- Archive old forms that are no longer being used. This can be done by clicking the three-dot button beside the ad and clicking “Archive”. Setting the forms to this status will allow you to filter for active forms. This will make it much easier to download leads (if needed) from each form.
How to Efficiently Build LinkedIn Campaigns
When it comes to creating a new campaign, you’ll need to identify an objective and a campaign group to bucket your campaign into. Neither of these can be changed once the campaign goes live. I prefer to leave my campaigns in draft mode until I’m ready for the ads to go into review just in case anything with the objective, campaign group or lead gen form (when applicable) changes. It can help avoid extra work.
If you are utilizing campaign targeting that exists in a current campaign, don’t reinvent the wheel! Utilize the campaign duplication feature.
That feature will save you a ton of time!
If you’re setting up multiple campaigns with similar targeting but different geographic regions, you can utilize the “Save as template” option after establishing targeting.
These templates are login-specific, so the only way to share between team members who work on the same ad account is to save each template yourself once the campaigns are created. Once saved, they’re able to be accessed across ad accounts in my experience.
Saved templates are great, but one thing you’ll want to note is that if you utilize any lists, those will not be saved. If you have lists applied, when you go to save the template, it will remind you that those are not saved in template. In my opinion, this is a pitfall of this feature. You’ll want to confirm that you add the correct audiences for targeting and exclusions if needed once you apply the template to your next campaign.
Tips for efficiency with campaign creation:
- When duplicating an existing campaign, you do not have to include the ads in that campaign. You can add different ads later in the setup process.
- If you are unsure of where to start with audiences, consider using one. of the audience templates that LinkedIn offers. There are 26 templates for everything from Bachelor’s degrees to financial decision-makers.
Additional Tips for Success in LinkedIn
Here are a couple more pro tips for success in LinkedIn that folks occasionally forget about:
- The timezone for ads reporting is always in Universal Time (UTC or also called Greenwich Mean Time (GMT)). When scheduling a campaign to pause, remember that it will be paused on UTC time, which is earlier in the day if you’re anywhere within the United States.
- Monitor the Average Frequency column to identify when it’s time to change ad copy or consider shifting to a different campaign. The average frequency is defined by LinkedIn as “the average number of impressions seen by people who saw at least one impression. This metric is estimated.”
- Make sure to give your Matched Audiences and Lookalikes plenty of time to process. LinkedIn recommends 48 hours and “on a rare occasion, longer”. I like to err on the side of caution and upload lists ASAP ahead of a campaign launch to make sure things are in order, the lists are big enough and we have time to create Lookalikes.
I hope in the future, we will see the development of a bulk or offline editor for LinkedIn! But until then, I’ll continue being extra organized, keeping campaigns in draft mode and duplicating as much as possible.
What tips for success do you have for working efficiently in LinkedIn? We’d love to hear your tips in the comments below!