LinkedIn Campaigns in RollWorks

LinkedIn account-based campaigns managed via RollWorks allow you to reach unknown contacts in your Account Lists with Single Image Ads Sponsored Content to drive awareness and nurture buyers with targeted messaging. You can measure your LinkedIn campaign performance at a campaign level and at an account level.

The audiences supported for LinkedIn campaigns managed via RollWorks are based on your Account Lists and layered with one of the following combinations of LinkedIn Persona attributes:

✅  'Title' only

✅  'Job Function' only

✅  'Seniority' only

✅  'Seniority' & 'Job Function'

Due to LinkedIn requirements, you can't combine:

🚫  'Title' & 'Seniority'

🚫  'Title' & 'Job Function'

LinkedIn Campaigns launched via RollWorks do not support Contact Targeting or Website Retargeting and cannot use LinkedIn Organizations or LinkedIn Skills as audience attributes. Carrousel Ads and Video Sponsored Ads are not supported at this time.

 

Who can access

RollWorks customers with any subscription package have access to launch LinkedIn Campaigns in RollWorks: Starter, Standard, Professional, and Ultimate.

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.

 

Launch a LinkedIn Campaign

Before you start:

  • You must have your LinkedIn business page connected to RollWorks. Learn more about how to set up the integration in our LinkedIn Integration guide.
  • You must have at least one Account List created and ready to use.
  • Your desired audience must have at least 300 matched LinkedIn profiles.
  • You must have at least one LinkedIn Ad uploaded to your Ad Library in RollWorks. Learn more about LinkedIn Ad specifications and how to upload.
  • If you have Media Credits as part of your subscription package, they cannot be used towards your LinkedIn campaign spend. RollWorks will bill you for your LinkedIn Campaign spend separately from your Media Credits.

Sign in to RollWorks and navigate to 'Advertising' > 'Campaigns & Playbooks' and click 'Create Campaign' > 'LinkedIn'

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Step 1. Select your Campaign Settings

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  • Enter a 'Campaign Name' to identify this campaign in the RollWorks platform

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  • Select a 'Budget Type' under 'Budget & Schedule':
      • 'Ongoing Daily' - Set an average daily budget for the duration of your campaign
      • 'Ongoing Monthly' - Set an average monthly budget for the duration of your campaign
      • 'Fixed Dates' - Set a total budget for the duration of your campaign
      • Tip: when selecting your Budget Type you will not be able to change the budget type between monthly and daily after launching your campaign

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  • Enter your 'Budget'
Budget Type 

Ongoing Daily: Set an average for the duration of your LinkedIn campaign.

The minimum budget is $10 USD/daily

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Ongoing Monthly: Set an average monthly budget for the duration of your campaign.

The minimum budget is $310 USD/monthly

 

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Fixed dates: Set a total budget for the fixed duration of your campaign. Your Total budget cannot be lower than $10 USD/daily or $310/monthly based on the duration of your campaign. Screen Shot 2021-12-30 at 7.17.12 PM.png
  • Enter your campaign 'Start Date'.
      •  When choosing 'Immediately' as your Start Date, your Campaign will be scheduled to start within a few hours.
  • Enter your campaign 'End Date'
      • This option is only available if you select 'Fixed dates' as your budget type.

 

Step 2. Define your Audience 

In this step, you will define your audience to target with LinkedIn ads by selecting an 'Account List', 'Account Group', 'Country', and 'Buyer Persona Attributes' (LinkedIn Title, Job Function or Seniority).

Your audience must have a minimum of 300 matched LinkedIn profiles for your campaign to be able to display ads. Your audience will be matched against 8M+ LinkedIn profiles, so it may take up to 24 hours to be ready.

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  • Select the Account List and Account Group you want to target from the dropdown list.
  • Select the 'Country'
  • Select one of the following combinations of 'Buyer Persona Attributes'
Buyer Persona Attributes Availability? Description and Recommendations
Title

When members update their LinkedIn profile with a new role, these Job Titles are grouped by LinkedIn’s algorithms and organized into standardized Titles you can use for your campaign targeting.

Avoid limiting your reach by targeting only a few titles. When you begin entering a title in the tool. Including all relevant titles will ensure your campaign has adequate reach. For example, the title 'Vice President Finance' is different than 'Assistant Vice President', 'Finance VP' and 'Senior VP, Finance'. 

Job Function 

Job Functions are based on standardized groupings of the job titles entered by LinkedIn members. For example, a doctor would fall under the Medical function along with members with similar occupations such as nurses, veterinarians, surgeons, and dentists. 

There are 26 LinkedIn available functional areas to choose from.

Seniority

Job Seniority describes the rank and influence of a member’s current role in their organization. This option is determined by a member’s job title. For some campaigns, targeting by seniority can be an effective way to reach those with influence over a buying decision.

There are 10 LinkedIn available levels of seniority to choose from.

 Job Function AND Seniority Combined

Combining the Job Function option with the Seniority option to reach decision-makers with a specific expertise. This option will result in a broader reach than using only Titles.

For example, if you’re looking to reach decision-makers in the Finance department, try targeting the Finance and Accounting Job Functions and also combine your logic with the Job Seniorities attributes of CXO, Director, Owner, VP, and Senior.

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 Title AND Seniority combined 🚫

Due to LinkedIn requirements, you can't combine 'Title' with 'Seniority'

Title AND Job Function combined  🚫

Due to LinkedIn requirements, you can't combine 'Title' with 'Title with 'Job Function')

  • Mark the checkbox 'LinkedIn Audience Network' if you want to increase your reach by showing your ads in their partner apps and websites.

📝  Recommendations to define your Audience for LinkedIn Campaigns:

  • We recommend that you use Job Function combined with Seniority to build your audience unless your target persona is very specific.
  • If you decide to use Titles only, be sure to use as many variations of the job title as possible:
      • For example, a high-level decision-maker in the Marketing department of a target company could have a title as varied as Senior VP of Marketing, SVP of Marketing, VP of Marketing, Senior Director of Marketing, Director of Demand Gen, Marketing Director, Senior Marketing Director, or Vice President of Marketing depending on the company structure or title ranking.
      • All of these, despite largely describing the same thing, would be considered separate titles on LinkedIn, so it’s vital to use as many variations as possible of a given title to make sure you are targeting everybody you want to.
  • Increase the size of your audience and reach by adding values to the Buyer Persona Attributes:
      • For example, if you select multiple 'Titles' like Business Development, Marketing, and Sales, your audience size will increase as your target audience only needs to match one of these selections. Adding more selections within an attribute will help to broaden your audience.

 

Step 3 - Select your Ads

  • Select the Ads you want to display in this campaign:
      • Click 'Choose' to select ads that you have already added to your Ad library 
      • Click 'Upload' to add new Ads

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📝  Recommendations to upload Ads to LinkedIn Campaigns:

  • LinkedIn sets the following frequency cap to limit the number of times the same LinkedIn member sees the same ad:

      • The same ad can only be displayed 4 times in total to the same user.

      • The same ad can only be displayed once every 48 hours to the same user.
  • We recommend that you upload multiple versions of the same LinkedIn Ad to your campaign if you want to display ads to your audience over a longer period of time. Uploading multiple versions of your ad to the same LinkedIn campaign will help to keep your brand top of mind and provide subtle different reasons to engage.
  • You can add up to 15 different ads per LinkedIn campaign. 
  • You don’t have to come up with a completely different creative execution for each version. Changing headlines, your message, or your images is a good approach to create variations of the same Ad.

 

Step 4 - Launch your Campaign

  • Click 'Launch'. If you missed any required fields to set up your campaign you will be prompted to enter them.  

 

Budget Recommendation

We recommend allocating $0.50 per member per month.

You can calculate your budget based on the 'Estimated LinkedIn Members' that is shown when you are creating your LinkedIn Campaign in RollWorks and defining your LinkedIn Audience.

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Adjust the frequency cap

LinkedIn sets a frequency cap that limits the number of times a LinkedIn member will see the same ad:

      • The same Ad can only be displayed once every 48 hours to the same member.
      • The same Ad can only be displayed 4 times in total to the same member.

If you would like to increase the frequency cap for your LinkedIn Campaigns you can upload multiple variations of your Ad to the same LinkedIn Campaign. You can add up to 15 different ads per LinkedIn campaign. By uploading multiple versions of your Ads to your LinkedIn Campaign you will be able to increase the number of ads displayed to a member over a longer period of time. 

Uploading multiple versions of your Ad to the same LinkedIn campaign will help to keep your brand top of mind and provide subtly different reasons to engage. You don’t have to come up with a completely different creative execution for each version. Changing headlines, your message, or your images is a good approach to creating variations of the same Ad.

 

Edit a Campaign

  • Sign in to RollWorks and navigate to 'Engage' > 'Ad Campaigns'
  • Click in the name of the specific campaign to open it
  • Click 'Edit'

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You can edit the following campaign details:

  • Budget Amount
  • Target Accounts
  • Buyer Persona Attributes
  • Ads

You cannot edit the following LinkedIn campaign details:

  • Budget Type: You cannot change between 'ongoing daily' and 'ongoing monthly'. To change the budget type for an active campaign you will have to create a new campaign.

 

Troubleshooting

If your LinkedIn Campaign is not spending, here are a few things to look for while troubleshooting the issue:

  • LinkedIn requires a minimum of 300 members matched in order for the campaign to serve. If you do not meet this minimum, add more companies to your account list to increase the size of your matched audience segment.
  • Verify that your defined audience is not too restrictive. If you are targeting specific job titles, it is recommended that you use multiple variations of a title to maximize reach.
  • Opt into LinkedIn Audience Network (LinkedIn's partner apps and websites) will improve reach by up to 25%.

 

Job Titles

When LinkedIn members update their LinkedIn profile with a new role, these Job Titles are grouped by LinkedIn’s algorithms and organized into standardized Titles you can use for your campaign targeting.

The Job Titles you can select in RollWorks when creating a LinkedIn Campaign are the standardized titles defined by LinkedIn. When new standardized titles are created by LinkedIn, they will also appear in RollWorks. This data is synched daily between LinkedIn and RollWorks.

If the specific job title you would like to use is not available in the RollWorks LinkedIn Campaign Title dropdown, it means that that specific title is not a standardized title. If you encounter this we recommend the following:

 

Buyer Personas

To help you determine what to select when dealing with common personas, we have created a list of the most common examples. The attributes used to build these personas are just a general recommendation, feel free to adjust the exact attributes being targeted in order to make sure your audience size is aligned to your available budget!

 

Persona: Product Management decision-makers

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Persona: IT and Engineering decision-makers

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Persona: Risk and Compliance/Legal decision-makers

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Persona: Data Science/Data Analytics/Data Titles decision-makers

You are best off choosing from a variety of specific "Data" related titles when targeting this persona via LinkedIn. 

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Persona: VP of Finance or Finance decision-makers

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Persona: Project Managers decision-makers

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Persona: CyberSecurity or Security Ops decision-makers

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Persona: RevOps/Sales Operations

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Watch Video Lessons

🎥   Step-to-Step video to build LinkedIn Audiences and Buyer Personas

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