Basic areas inside the campaign manager that should be on your radar.
Settings
- Settings are actually not labeled super clearly so you might be searching around a while at first. It’s located on the top right corner and has an icon of the company logo you are in and the name next to it.
- If you click this logo, you’ll see options to visit the company page, manage billing, and manage access.
This is where you would go if you wanted to give someone else access to your LinkedIn account in order to help with management, audits, or just have visibility.
Account assets
- Located along the top bar towards the center, this is where you go for information about the insights tag, conversion setup, custom audiences, and lead generation forms. There are some other options here but those are the main ones.
Let’s just introduce you to each of these real quick.
Insights tag
The LinkedIn insights tag is much like google tag or Facebook pixel. It’s the piece of code that gets dropped into your website that allows LinkedIn ads to track your website visitors and ultimately what allows us to retreat and segment our ads which is where the best results come from.
Reminder - I’m just introducing these today but will go into each of these in-depth on an upcoming podcast.
Conversions
- This is where you set up your goals/conversions for campaigns. It’s one thing to make some pretty ads and put them in front of your target audience (hopefully) but then how would we know if we are successful or not?
- Conversions is the place where you can set up tracking of actions such as form submissions, booked calls, purchases, newsletter subscribers, and almost any other action you wish your prospects to take.
- It’s important to set this up properly so that we can track back what campaigns and what ads contributed to the successful completion of these actions and ensure we work towards a profitable ROI for this channel.
Custom Audiences
- This is the place where you create your retargeting buckets and audiences that can then be used in your targeting of ads.
- For example, if you’d like to retreat website visitors, or website visitors who didn’t submit a contact us form yet, or those who visited the product pricing page but didn’t actually buy, or those who made it to the checkout page but didn’t finish, or even those who filled out a contact us form but have yet to book a call.
Later on I’ll show you all the standard audiences you should create as well as how and when they should be leveraged.
- This is also where you can import audiences and create lookalikes as well but we will dive into that later on. (that’s more intermediate/advanced).
