LinkedIn Website Demographics

Key Takeaways

we all want to know as much as we possibly can about the audience's that we're advertising to on this channel we've already talked about the Google ads audience insights tool as well as the Facebook Ads audience insights tool but today I want to talk about the one that I think gives us the most data and the most information to actually work with and optimize our campaigns and it's the LinkedIn website demographics let's jump in once you're in the LinkedIn ads account they're going to be a couple different places we're going to look for the information for website demographics the first is at a very high level we just want to see what types of users are coming to our website in general who is being cookie and what categories they fall into so in the main campaigns manager you're just gonna head up to this website demographics up here click on that and it'll take you to a screen that looks like this that's gonna start to show you what the different breakdowns are of the audience who has come to your site it'll always default to one of the audience's that you have in place and then it'll show you the different breakdowns of the default which is job function over here and it'll show you the percentage of pageviews that are being attributed to the different job functions as they match up to the LinkedIn targeting so one of the cool things is you can actually look at all different sorts of audiences whoever you've created an audience for within the LinkedIn audience manager system you can actually see on this website demographics tool so you would just click this little drop-down and it'll show you a bunch of different audiences that you can choose from you can even create a new one to pick from one of the things that I really like to do is to actually compare a couple of audiences it's already got this separate compare to website audience in here you just click this drop-down and then let's say we want to compare two blog visitors for this one so now it's going to show us the different job functions and how they compare for the two separate audiences that we've had so for whatever reason sales has spent a lot of time on the blog whereas the all visitors audience hasn't more biz dev people are in the all visitors audience but have not been visiting the blog but job function is only the default portion of targeting that it shows you you can actually choose the drop down over here I'll show you a number of different pieces right so we can look at job title company industry company size job seniority all this stuff let's take a look at job seniority so again some big differences when we can look between all visitors burst blog visitors for the senior group the senior managers whoever is considered in a senior role within a company but if you look down at manager that's pretty close and it'll go through all the different job seniority functions that are there you can then choose different date ranges to compare so maybe you've been running a campaign for a number of months and you want to see if you're actually making an impact you can choose either from their regular preset date ranges or choose your own custom date range and see who you're driving to your website and just compare performance there but that's just one way that we can see information just based on the people coming to the website what about actual campaign performance let's hop back into the campaign manager so once you're back into the campaign manager we can start to see campaign level data but we've got to adjust things a little bit first so you can see here that there are a couple of buttons that are grayed out one of them namely is demographics and that's what we want so what we need to do is come down and just click one of the campaigns that we want not click on it to manage but actually just click the checkbox next to it I'm going to check one that's just got a decent number of conversions now that you'll see that that button has come back into bright blue so we can click on that to see the actual demographic performance of that campaign so let's go ahead and do that now we can see that performance at impression click and conversion levels for each of the different job functions within the same date range for this campaign again job function is just a typical breakdown that's here same with the date range you can customize that as much as you want just in the previous section but this is really impactful because now we can start to see that bizdev has a decent number of conversions come through sales quite a number of conversions where as support even though it's got 20% of the impressions 18% of the clicks it hasn't generated a conversion or if it has it's probably only one maybe two conversions that have come through you'll notice that this below minimum courting will show up and even though the number of conversions that are being shown here don't total the number on the campaign my experience is that if you have only one or two conversions in a bucket it's not going to show it just gonna say below reporting minimum so just keep that in mind but check into a number of different areas what does the job seniority look like who's converting on these campaigns so here same sort of thing senior job seniority folks have quite a number of conversions but then there are a number of people who have quite a bit of clicks quite a bit of impressions on the campaigns that just aren't converting or a pretty low whereas you might want to try and hone in a little bit more on those CXO users because they're the ones who are converting just remember that this is probably a much smaller audience than these people who are entry manager VP that sort of thing so it could get a little bit more expensive but if these are the folks who are gonna convert now you've got the data to go in and support why you're shifting your budget why you might be willing to pay a slightly higher CPC to focus on that much more targeted audience because those are the folks who are actually going to convert thanks for watching our video make sure to subscribe to the paid media pros channel to see more videos