Build Your Own Audience Strategy for Effective Classic Campaigns

Creating a successful Classic campaign in Campaign Manager is all about knowing your audience. Choosing the right audience can make a big difference in how effectively you reach your goals. In this blog post, we will discuss how to build your own audience for Classic campaigns, share tips for optimizing your audience selection, and provide a step-by-step guide to help you get started.

Understanding the Basics of Audience Building

Building an audience for your Classic campaigns involves selecting demographics and professional characteristics that align with your marketing objectives. In Campaign Manager, you can build your own audience or use Auto-Targeting. Auto-Targeting brings together LinkedIn’s audience data, platform signals, and your inputs to automatically create a tailored audience.

For example, businesses that utilize Auto-Targeting can quickly set up a campaign, but building your own audience allows for more precise targeting to meet specific goals. If you want to reach a niche market, such as marketing managers in tech companies with 100-500 employees, custom audience building is the better option.

Advantages of Building Your Own Audience

Creating your own audience grants the ability to tailor marketing messages to those most likely to respond. Here are some benefits:

• Better Engagement Rates: Targeting the right individuals can increase engagement rates. For instance, campaigns that target specific job titles have seen up to a 30% higher click-through rate.

• Cost Efficiency: By focusing on interested users, you can avoid wasting your ad budget on those not likely to convert. On average, companies that analyze audience data report a 20% savings on their ad spend.

• Accurate Measurement: Defined audience segments allow for more precise measurement of campaign effectiveness. You can track conversions, reach, and engagement rates more accurately.

  
  

Choosing the right attributes can align your marketing strategies with your business goals and amplify your campaign’s success.

Setting Up Your Classic Campaign

Before you start building your audience, it’s essential to set up your Classic campaign. Here’s how to do it:

1. Select Your Objective: Log into Campaign Manager and choose the objective that aligns with your goals, like generating website traffic or leads.

   
   

2. Campaign Type and Group: Specify launching a Classic campaign and select your campaign group.

   
   

3. Review Budget and Schedule: Verify that your budget and timelines are in line with your overall marketing strategy.

   
   

4. Click Next: After reviewing, click next to set your audience targeting.

   
   

The What You’re Marketing Section

As you set up your targeting, you'll see the "What You’re Marketing" section. Although optional for those building their own audience, adding a URL can refine your targeting efforts.

Adding Your Company’s URL

• New URLs: If your company is not listed, click "Add new" to enter your company name and URL.

• Existing URLs: If your company is already in the system, select it from the dropdown menu.

  
  

This helps the algorithm better understand your marketing context and improves audience selection.

Building Your Audience

In the Audience section, you can decide how to build your audience using existing data sources and audience attributes. Here’s how:

Existing Audience Data Sources

1. Saved Audience: If you’ve previously saved any audiences, select it from the "Saved Audiences" dropdown menu.

   
   

2. LinkedIn Templates: For broader audiences, LinkedIn offers templates based on their collected data.

   
   

3. Matched Audience: If you have lists, such as email addresses, you can import them to create a matched audience.

   
   

These options help ensure you select the best audience for your Classic campaign, increasing the likelihood of achieving your marketing goals.

Audience Attributes to Consider

When building your audience for Classic campaigns, you should consider these attributes.

Demographics

Targeting by age, gender, education level, and marital status can help refine your audience. For instance, if you sell luxury products, targeting individuals aged 30-50 with a higher education level can be more effective.

Professional Attributes

Industry, company size, job title, and job function are crucial. Reaching out to professionals in the financial services industry can improve relevance if that's your target market.

Interests and Behaviors

Focusing on interests and behaviors allows you to connect with individuals interested in your products. For instance, targeting users who have engaged with content around digital marketing can lead to higher conversion rates.

Tips for Optimizing Your Audience Selection

To boost the effectiveness of your audience targeting, keep these strategies in mind:

1. Experiment: Test different audience combinations. A/B testing various segments can provide insights on which audiences perform the best.

   
   

2. Review Performance: Regularly analyze campaign performance data and be ready to adjust your audience based on what you learn.

   
   

3. Use Clear Calls to Action: Tailor your messages to speak to your audience's interests or challenges to foster deeper engagement.

   
   

4. Resetting Your Audience: If you need to make adjustments, scroll to the bottom of the audience section and reset your selections to restart the process.

   
   

Implementing these strategies will help you build a well-defined audience for your Classic campaigns.

Importance of Historical Data

Using historical data is essential when launching Accelerate campaigns. LinkedIn leverages data from your product name, description, audience signals, and prior campaigns to refine audience targeting.

While not all audience details are available for Accelerate campaigns, historical data plays a vital role in optimizing your audience selection. For example, businesses that utilize their past campaign data often see up to a 25% improvement in audience targeting accuracy.

Final Thoughts

Building your own audience for Classic campaigns is crucial for effective marketing strategies. Understanding how to navigate Campaign Manager and utilizing available options empowers you to tailor your audience to meet your goals.

Put effort into researching audience attributes, experimenting, and applying historical data when relevant. With a thoughtful approach, you’ll create a targeted audience that enhances engagement and achieves your desired outcomes.

For additional insights into audience building, Campaign Manager provides resources and support to ensure the success of your campaigns.

Audience insights dashboard with key performance indicators

Mastering audience selection is within your reach. The right audience can dramatically impact your marketing success. Happy campaigning!