August 3, 2020
4 Opportunities for Dynamic Search Ads in B2B Marketing
Selecting targeting parameters in digital marketing is much like fishing. You cannot drop your line in the middle of the lake and expect to get bites – you have to find the pockets of the lake that are most likely to attract bites from fish, and then drop your line in those areas. Determining the right audiences to target on LinkedIn can seem like a daunting task at first, but if you know the right “pockets” of targeting options to focus on, you will be on the path to LinkedIn advertising success!
One of these pockets that we have seen work well with many advertisers is groups targeting. LinkedIn defines groups as “places where members who share interests or professional associations can gather, discover new information, and ask questions” (link for reference). At its core, many LinkedIn members find value in groups as they help them stay informed on news and trends occurring in their industry. This is why the groups targeting option is so useful for advertisers. Since members of groups are using the platform to consume content, not only are they more active LinkedIn members, but they are also more receptive and likely to click on ad content.
In a recent test, we saw LinkedIn groups targeting drive a CTR that was two times greater than all other prospecting campaigns promoting the same content.
Groups targeting also enables you to reach relevant users that may not be included in standard job titles or function ad targeting (that you may be already running in your account). For example, if you were looking to target a Human Resources audience, you might target only people who fall into the HR job function. Yet, if you go after an HR related group, like the “Human Resources (HR) Professionals” group, you will see that only 60% of these members are in the HR function. The rest of the group members have likely shown interest in the HR field and most likely have HR responsibilities in their current role, but are not classified in the HR function. Alternatively, their company might call their role something different than what LinkedIn categorizes as an HR function. These are valuable users you could be missing out on if you do not test out groups targeting.
Ultimately, with direct response paid media campaigns, you want to deliver to your bottom line. Groups targeting delivers here too. Members of LinkedIn groups are not only likely to engage with our content at a higher rate than other audiences, but we have also seen tremendous performance through the sales funnel from groups members. In a recent groups targeting test, we found groups audiences produced the most efficient cost per marketing qualified lead, cost per sales qualified lead, and highest rate of SQLs to MQLs! The data speaks for itself.
Now I know what you are thinking, groups members engage with our content more frequently, allow us to get in front of a larger relevant audience, and lead to a higher amount of qualified leads… what’s the catch?!? There are not many downsides to groups targeting, but these audiences by nature are smaller than other options and can be more difficult to scale. You’ll also want to make sure to overlay seniority levels with groups campaigns to ensure you’re going after the right audience.
Check out LinkedIn’s Campaign manager to see what groups may fit your target audience. Feel free to reach out to our team here to learn about more targeting “pockets” you may not currently be taking advantage of.