Monthly Archives: August 2018

Linkedin Targeting – How to Create Targeted Audiences That Scale

With hundreds of millions of followers, Linkedin is practically the biggest social media platform for professionals. Targeting the right audience on linkedin is key and needs to be done with precision. Truth is, it is easy to target so many people and still not reach the people relevant to your business.

Reaching your target audience

Sponsored content ads are a great way to reach out to your target audience. Unlike regular audience targeting that makes use of age, gender and other less specific details, sponsored ads allow you to use more detailed demographics such as geographic area, type of industry, position and experience and even certain companies and groups.

Interestingly, audience size matters, but so does audience relevance. If your sponsored ad is too specific, you may miss out on a significant part of your audience, and if it is too generic, you may be wasting resources with little effect.

To create an audience that is wide enough and is relevant as well, the following tips would be great to use.

Basic Linkedin research

When you have figuredout what audience group you want to reach out to, get information from their profiles to see what common features they might share.These features include their geographic region, job titles, positions and so on. This information can help you decide if you can focus your ads in certain areas.

Merge your target features

Given that users rarely give all of the information you need to find them easily, you could run similar ads for several audiences. This will give you enough data to determine which audience you should spend time and resources on.

Try job title against skills. Job titles are relatively easy and there quite a lot to choose from, but skills can give you a broad audience with relevance as well. Try job function and seniority, specific industries and regions, skills and seniority, and so on.

Multiple campaigns allow you target the same persona on a larger scale, making sure you do not leave out any relevant audience. With these campaigns running, you can figure out what works and what adjustments to make at lower costs.

Use your retargeting options

Linkedin retargeting options allows you to make follow up moves on potential customers who may have checked out your page or taken some other relevant action.

The algorithms come into play

The audience expansion option on Linkedin helps you create a wider and relevant audience using the analysis on the features of your target audience.

Don’t forget to…

  • Use matched audiences to get the details of your existing contacts
  • Create specific audiences using the Demographics tab in campaign manager

Keep experimenting and working on your ads

Publisher Group Blasts Google Over Forcing GDPR Liability On Small Publishers

A couple of months ago, Google indicated how they intend to comply with the EU’s General Data Protection Regulation (GDPR), which came into effect in May 2018.

The new GDPR law addresses the years old legal question concerning the use and ownership of data created by visitors when they interact with websites. Google’s response to this new GDPR law was to publish a letter to its partners and publishers informing them of their responsibilities in informing and obtaining consent from users of their websites and apps. This caused a furor as publishers accuse the search engine giant of shifting the responsibility of managing the process on to the shoulders of publishers and partners when they are the one using the data more.

Since the receipt of the letter from Google, publishers have decried the way Google intend to handle the process even going as far as releasing a 5 page letter jointly written by at least 4 major publisher groups addressed to the Sundar Pichai, CEO of Google.

The basic message of the joint letter is that the group is not impressed with Google’s proposal which they say will undermine the primary purpose of the GDPR, making it difficult for publishers to fulfill the letter and spirit of the law. The letter signed by the group made up of The European Publishers Council, Digital Content Next, News Media Association and News Media Alliance altogether representing about 4000 media and newspaper companies located primarily in Europe and North America, including the Telegraph Media Group, New York Time, Axel Springer, Thomas Reuters and Associated Press ended by posing a series of questions to Google.

These questions which they say they need answers to include:

  • How and why Google believes it can legally play the role of data controller in relationship to publishers’ data?
  • Will the search engine giant will seek and receive publishers’ input before making future changes to its terms concerning accessing advertisers’ services?
  • How Google’s services can be integrated into an industry accepted management platform should the publishers decide to make use of one?

The publishers also accuse of Google of anti-competitive tendencies because the proposal states that Google may stop placing ads on a publishers’ websites if it feels that their compliance with the new rule is insufficient.

“Google wants to eat its cake and have it” says Executive Director of the European Publishers Council, Angela Mills Wade. “It wants to control data provided by publishers without the accompanying legal liability and with the total freedom to do what it likes with the data, Google is essentially preventing publishers from choosing which partner to work with by imposing their personal standard for regulatory compliance” she said.

Other players in the digital advertising industry also express concern that Google is pushing publishers to interpret the GDPR only the way Google themselves see it.