Expand your audience in Campaign Manager

Posted Aug 13, 2021
🇬🇧 English

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With the help from LinkedIn Audience Network, Lookalike Audiences and Audience expansion in Campaign Manager you can increase the exposure of your campaign for relevant professionals. As a result you can receive higher performance and engagement which again contributes to a stronger brand image.

LinkedIn Audience Network

The LinkedIn Audience Network is a feature that allows you to extend the reach of your Sponsored Content campaigns by delivering your ads beyond the LinkedIn feed to members on third-party apps and sites. When the LinkedIn Audience Network is enabled in campaign set-up, the same targeting parameters, bid type, and budget created for your campaign applies. Displaying ads on the LinkedIn Audience Network gives you up to 25% more reach with your target audience

The feature is available for single image ads and video ads. It is possible to block publisher categories or upload a blocklist if there are certain apps and sites you dont want your ads to be served on. Once you launch a campaign with LinkedIn Audience Network enabled, you can view the results in Campaign Performance with the On/Off Network breakdown or by downloading a CSV report.

Lookalike audiences

Lookalike audiences can help you expand your matched audience segments by finding people with similar characteristics, and uses the algorithm to build upon your selected audience. The lookalike audience is based on company- and contactslist where the sice can be up to 15 times larger than your original audience size.

Example: A company list with 15 000 companies can provide a lookalike audience with up to 225 000 companies.

Learn how to create a lookalike audience from an audience segment and learn more about best practices for audience targeting.

Audience Expansion

A third way to expand your reach on your campaign is to activate “Audience expansion”. Audience Expansion allows you, as an advertiser, to increase the reach of your campaign by showing your ads to audiences with similar attributes to your target audience. Unlike “Lookalike audiences”, LinkedIn does this automatically, and all you have to do is tick the box. With Audience Expansion you can discover new quality prospects and automatically drive them into your marketing funnel.

This feature works well if the goal is to build brand awareness, or get more people to visit your landing page or LinkedIn page. For example, if your target size is small or you are unsure of who to specifically target, the feature can help with delivery because of the increase in size and relevance.

To enable or disable Audience Expansion, scroll down to the bottom of the Audience section, and check or uncheck the box next to Enable Audience Expansion.

If you want to know more or have any further questions, you can always contact us at AdColony | LinkedIn.

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