LinkedIn Campaign Manager adds audience targeting logic, demographic forecasts

LinkedIn is adding audience forecasting information directly to the Campaign Manager dashboard and introducing new Boolean targeting logic for building audiences — both available globally Tuesday. The platform is also introducing new demographic reporting metrics that will begin rolling out to all advertisers over the next two weeks.

Refreshed dashboard includes audience forecasting insights. LinkedIn has added audience forecasting insights in the Campaign Manager dashboard, giving advertisers quick access to the the make-up of their target audiences. Advertisers will also be able to customize the forecasting panel to show specific targeting data, such as top industries, years of experience or company size.

“When combined with contacts you’ve uploaded to Matched Audiences, you can be sure that you’re not only serving ads to the specific prospects you’re trying to reach, but that you’ll have the demographic insights to deliver the content and creative mix that will resonate with them,” wrote LinkedIn Director of Product Management Abhishek Shirvastava.

Boolean logic for targeting queries. Advertisers will now be able to create targeting queries using Boolean logic terms (and/or) which will allow them to build larger audiences for campaigns as they can target multiple profile facets, such as job function, seniority and titles.

“For example, let’s say you wanted to target people using Director seniority and the Finance job function. Previously, within a campaign you could only do so by targeting Directors in Finance roles,” wrote Shirvastava, “Now, with Boolean targeting, you can use a single campaign to reach people who are Directors at any job function, as well as people in Finance roles of any seniority.”

Coming demographic metrics. Over the next two weeks, LinkedIn will be rolling out new metrics at the audience level for leads, Sponsored InMail opens and video ad views. The company said demographic reporting has been one if its most popular Campaign Manager features, and that it is invested in “making this even better” with audience-level insights.

Why we should care. LinkedIn has been focused on building out its Campaign Manager to attract advertisers managing high volume campaigns for more than a year now. By expanding its audience forecasting features, adding Boolean logic to targeting queries and ramping up metrics, LinkedIn is giving advertisers with sizeable budgets the type of tools they expect when creating and managing social campaigns.

About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.