Cookies. As an online advertiser, you can hardly do without them. On LinkedIn, they call it the LinkedIn Insight Tag . This tag collects data, by means of a Java code that must be implemented on the website.
The tool collects information about how many people take action based on your LinkedIn ads. This action can be viewing your target page (a so-called key page view ). But also subscriptions to a newsletter or registrations for an event can be registered as conversions. The cookie looks at people who click directly, but it is also tracked if someone returns to your website at a later time and then converts. This distinction is made in the campaign manager by post-click and view-through conversions . View-through conversions can be tracked by LinkedIn for up to 90 days after the initial expression.
In order to be able to retarget well, it is therefore necessary to install the pixel. But do not special lead forget to also create conversions. Otherwise you will not see which specific pages of your website are visited. A good agency also looks beyond the primary goal, for example downloads of a whitepaper. The by-catch in campaigns , all results that are booked in addition to the primary goal, can be very interesting. So also remember to enter important, other parts of your website as conversions!
There are also organizations that cannot/do not want to work with the LinkedIn pixel. Think of a strict American/German parent company with a strict cookie policy, or companies with one global website, but with local company pages. A good agency will then talk to its client to see how you can make the results visible. It is not always the ideal picture, but there are enough alternatives.
2. All campaigns are in the default campaign group
By default, new campaigns in LinkedIn's campaign manager end up in the Default Campaign Group . But is that really useful? If you run dozens, let alone hundreds of campaigns per year, it is a must to use campaign groups. You do this for two reasons.
On the one hand, dividing your campaigns into target groups, countries, products or themes ensures that you have a better overview and can gain insights more quickly. How high is the CTR within group X? And how does that compare to Y? What is the CPL for that target group?
Campaign groups classified.On the other hand, you can see campaign groups as your fire extinguisher. Or maybe a fire-fighting plane is a better metaphor! Working with campaign groups makes it possible to pause all campaigns in a country, for a specific target group or product (depending on how you have classified it) with one click of a button. Is a certain type of software in the news worldwide? Is part of the website down? Are all your events cancelled from one day to the next? Are there issues with your product in a country? Instead of searching through hundreds of campaigns, you can pause all advertising campaigns of one group with one click.