20 min
Microsegmentation of Your LinkedIn Ads - EP 65 LinkedIn Ads Show
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- Marketing
Show Resources Here were the resources we covered in the episode:
Ad Scheduling
Account Organization
NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox
Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover.
Show Transcript Micro segmentation of your LinkedIn Ads. Your LinkedIn Rep says it's a bad idea. I say it's great. Let's discuss why this strategy is so divisive. On this week's episode of the LinkedIn Ads Show.
Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox.
Hey there LinkedIn Ads fanatics, your LinkedIn Rep may have warned you against something called micro segmentation, which is what they call it when you create a campaign that has too few members and your target audience. Now, I highly recommend micro segmentation. But our definitions are very different. On this episode, we'll dive into how you can use segmentation to get better ad performance, easier reporting, and definitely to learn more about who your target audience is, and what they engage with. Let's jump right in and hit it. And definitely the next time I decided to coin a term, I'm going to try to make sure that it doesn't match what a LinkedIn Rep warns you against.
So everyone knows that LinkedIn ads is great for lead generation. That is, of course, why we come to the platform is access to an ultra premium audience. But a little known fact about LinkedIn Ads is that it's also spectacular for market research. And by market research, I'm not saying run ads, asking people about what they think about your company or anything like that. But you probably already have a good idea of who your ideal customer persona is, right? That's why you're using LinkedIn Ads. So you can target exactly those people. So for example, let's say that your ideal target audience is decision makers in IT. It would be really easy to create one campaign targeting the IT job function, and then layer in all seniorites that or manager and above. And you can run that and that's totally fine. But then after you've run that campaign, you don't get any sort of understanding further about your audience, you might get good ad performance, you might get bad ad performance somewhere in between. But ultimately, because you don't have anything to compare this against, you are left with no levers to pull. So instead, imagine that instead of that one campaign, you've created four separate campaigns. One is IT with a manager seniority. Another one might be IT with a director seniority, another might be IT with a VP seniority. And then finally, your fourth one would be IT with a CXO seniority. So let's say you are running an AB test to this audience, well, you put the same AB test in each of those four campaigns and now you're targeting the same size of audience, you didn't have to create many more ads, you just created the same to over and over again, but now you have four campaigns that you can compare against each other, to learn more about what different segments of your audience are doing, what they like, what they engage with. By doing this, you can get some insights like for instance, maybe CIOs convert higher to the lead. But maybe they're harder for the sales team to get a hold of for a demo. So their cost per SQL ends up being higher. And maybe IT managers have a higher cost per click, but they're easier for sales to get an appointment with. So maybe they have initial higher costs, but when you let it all bake out in your sales funnel, it all of a sudden makes a lot more sense. I like to do this basically, anytime that I'm targeting an audience with multiple singularities. I'll break up that audience by seniority, so I can learn who likes what content. You might see that certain offers are interesting to those who are VP and above. And other offers are more interesting to those who are like manager and director level. And this is really easy to do, you could do the same thing by segmenting by industry. So for instance, let's say
Show Resources Here were the resources we covered in the episode:
Ad Scheduling
Account Organization
NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox
Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover.
Show Transcript Micro segmentation of your LinkedIn Ads. Your LinkedIn Rep says it's a bad idea. I say it's great. Let's discuss why this strategy is so divisive. On this week's episode of the LinkedIn Ads Show.
Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox.
Hey there LinkedIn Ads fanatics, your LinkedIn Rep may have warned you against something called micro segmentation, which is what they call it when you create a campaign that has too few members and your target audience. Now, I highly recommend micro segmentation. But our definitions are very different. On this episode, we'll dive into how you can use segmentation to get better ad performance, easier reporting, and definitely to learn more about who your target audience is, and what they engage with. Let's jump right in and hit it. And definitely the next time I decided to coin a term, I'm going to try to make sure that it doesn't match what a LinkedIn Rep warns you against.
So everyone knows that LinkedIn ads is great for lead generation. That is, of course, why we come to the platform is access to an ultra premium audience. But a little known fact about LinkedIn Ads is that it's also spectacular for market research. And by market research, I'm not saying run ads, asking people about what they think about your company or anything like that. But you probably already have a good idea of who your ideal customer persona is, right? That's why you're using LinkedIn Ads. So you can target exactly those people. So for example, let's say that your ideal target audience is decision makers in IT. It would be really easy to create one campaign targeting the IT job function, and then layer in all seniorites that or manager and above. And you can run that and that's totally fine. But then after you've run that campaign, you don't get any sort of understanding further about your audience, you might get good ad performance, you might get bad ad performance somewhere in between. But ultimately, because you don't have anything to compare this against, you are left with no levers to pull. So instead, imagine that instead of that one campaign, you've created four separate campaigns. One is IT with a manager seniority. Another one might be IT with a director seniority, another might be IT with a VP seniority. And then finally, your fourth one would be IT with a CXO seniority. So let's say you are running an AB test to this audience, well, you put the same AB test in each of those four campaigns and now you're targeting the same size of audience, you didn't have to create many more ads, you just created the same to over and over again, but now you have four campaigns that you can compare against each other, to learn more about what different segments of your audience are doing, what they like, what they engage with. By doing this, you can get some insights like for instance, maybe CIOs convert higher to the lead. But maybe they're harder for the sales team to get a hold of for a demo. So their cost per SQL ends up being higher. And maybe IT managers have a higher cost per click, but they're easier for sales to get an appointment with. So maybe they have initial higher costs, but when you let it all bake out in your sales funnel, it all of a sudden makes a lot more sense. I like to do this basically, anytime that I'm targeting an audience with multiple singularities. I'll break up that audience by seniority, so I can learn who likes what content. You might see that certain offers are interesting to those who are VP and above. And other offers are more interesting to those who are like manager and director level. And this is really easy to do, you could do the same thing by segmenting by industry. So for instance, let's say
20 min