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How to Expertly Optimize Your Paid Media Strategy Like a LinkedIn Insider
By targeting and analyzing details about your audience, you can uncover insights that will help you build
your most successful campaign on LinkedIn. Optimizing engagement can be done in a few easy steps:
How to optimize your paid media strategy on linkedin: a worksheet
First, have you installed the Insight Tag on your website?
Now, let’s determine which, companies, industries, and job titles are frequenting your domain using
Website Demographics. Log in to Campaign Manager, click into the Website Demographics tab, and answer
the following questions:
Once you have installed the LinkedIn Insights Tag, you can start leveraging Website Demographics
to gain a deeper understanding of what your ongoing web traffic looks like on LinkedIn.
What are the five companies visiting your website most frequently?
Which types of industries do these companies fall under?
What are the job titles of your most frequent website visitors? Roles and responsibilities?
Target either your existing audience, new segments, or a combination of both with a new
campaign. Use filters on Campaign Manager to define your audience demographic parameters.
if not, do so today
Which additional audiences not already visiting your site are interested in the kind of content you’re publishing?
Next, use Engagement Insights to find potential prospects and untapped opportunities.
How many leads are you getting from this campaign? Return on ad spend? Conversion rate?
Finally, set up Conversion Tracking to determine the effectiveness of your campaign
and calculate ROI.
Once you have built this roadmap, you can begin to uncover insights on the types of content and topics that work
for your target audience. Then, you can use these insights to optimize future campaigns. Learn more about how
to get the most out of your paid media with LinkedIn’s Organic + Paid Playbook.