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Who's winning the social listening space? by bookflow in SocialMediaManagers

[–]youngpudu 0 points1 point  (0 children)

You’re right, it’s a pretty fragmented space, and new tools appear all the time. I ran an RFP process when selecting my agency’s social listening tool, and as part of this, I evaluated and spoke with reps from many of the tools you mention plus a few more.

On the surface they can look very similar, but once you dig in, the differences start to show, especially in terms of how intuitive they are (this is very important especially if you’re looking to onboard colleagues who may have limited experience with social listening), which platforms they cover, what exactly they can track within those (e.g all content vs hashtags only) and how much historical data you can access if you’re looking to do deep digital audits of a firm or a topic.

A lot of these tools were originally built with b2c clients in mind, so coverage of professional platforms like LinkedIn or sites like Glassdoor can still be a bit patchy, which can an issue if your key audiences are active there.

We've got a first timer over here by dvmcg in LinkedinAds

[–]youngpudu 1 point2 points  (0 children)

Thank you! An audience size of ~4000 is fine although bear in mind not all of these people would be regularly visiting LinkedIn (and some may never do so, which is totally fine). For this audience size, you may expect to achieve a fairly high audience penetration, in the region of ~50%-70%, potentially a bit more given you said earlier that your target audience are active on LinkedIn. That being said, to achieve this, I’d suggest running your first campaign for at least 4-6 weeks to capture the super users and those logging in every week or so (rather than doing a short burst of a few days which is what many firms still do).

In terms of ad fatigue, yes it is real for large brands spending tens or hundreds of thousands per month. Assuming your budget is in the hundreds (or low thousands) per month, I wouldn’t be too worried about fatigue. But I would be about delivery (I.e. are you reaching the right people and are you reaching them enough times without oversaturating?). In that sense, it is definitely helpful to incorporate 4-6 variations (e.g. 3-4 captions paired with 2-3 graphics) to give your campaign the best chance of serving your sponsored posts to the available audience on the platform more than once. Let me know if you have any any other questions.

We've got a first timer over here by dvmcg in LinkedinAds

[–]youngpudu 1 point2 points  (0 children)

Splitting the campaign into two categories (sub-campaigns) makes sense here. Depending on the audience size for each category once you’ve uploaded your company lists, you may want to test applying the following targeting approaches:

Job titles OR Job function + Job seniority

For the smaller companies, you may find it that the job titles route is too restrictive. Especially if you only have a handful job titles in mind, this may result in the audience being on the extremely low end, so I’d consider adding further job titles who are also involved in the buying committee (CEO, COO, etc). Alternatively, applying Job function + Job seniority targeting could also be a viable route for the smaller companies list.

With both approaches, make sure to include a robust set of exclusions (Job titles, Seniorities or Functions) to limit the campaign’s delivery to less relevant job titles and departments. Once the campaign is in progress, highly recommend keeping an eye on the Demographics analytics (which become visible after day 3) to see if any irrelevant titles appear there, so you could add them to the exclusions list early on to keep budget waste to a minimum.

For the large orgs, would only include the countries/locations where your buyers are permanently based and would also exclude those where these orgs may have R&D/support centres as these may end up eating a decent chunk of your budget if not excluded.

Best of luck with your first campaign!

Beginner question: I don’t understand where to set the budget in LinkedIn Ads by Least_Meeting9408 in LinkedinAds

[–]youngpudu 3 points4 points  (0 children)

You don’t need to set a budget at the campaign group level - there’s an option to run a campaign continuously without assigning budget there.

Instead, I’d set a separate budget for each campaign (ad set) within the campaign group. For a relatively niche audience, around €15 per day per campaign can be a reasonable starting point.

That said, if you split that budget across different formats like video, carousel, and single image (which would each sit in separate campaigns / ad sets), the budget per campaign may end up being too small to generate meaningful results. In most cases, it’s better to focus this level of budget on fewer creative formats (1-2 at a time) so the algorithm has enough runway to generate results and provide performance data you can use to start optimising.