LinkedIn is constantly improving, and they recently introduced a feature that many legal marketers will find valuable. Although it is in beta phase, the full rollout of this new feature is currently underway. The new feature on LinkedIn Ads is called Audience Insights. Here’s how you can use it to improve your law firm‘s LinkedIn ads.
The Basics: Audience Insights
The Audience Insights feature essentially provides a granular view of audience targeting criteria for matched audiences. It’s similar to Segment Breakdown with a bit more power.
To use this feature for your law firm’s LinkedIn ads, start by following these steps:
1. First you need to access your matched audiences. To do this, click the “Schedule” drop-down menu in the left navigation, then click Audiences.
2. Choose the relevant audience you want to analyze, then click Insights. It must be in “Ready” or “Updating” status to be used in this process. It should also have at least 300 members in order to analyze.
3. Once you have selected Insights, you will be taken to a screen with five tabs at the top left that you can navigate through. On the top right, there are options to manage, edit, and create a campaign. The purpose of these is to allow you to create campaigns around your selected audience. You can do this via the Edit button, then save or delete your audience via the Manage drop-down menu.
You can explore multiple tabs. Here’s a quick breakdown:
In this tab, you can see where your audience is, as well as specific audience attributes such as job title, seniority level, etc. You can also search for business attributes such as growth rate. You’ll notice that this is the default view when you first open Audience Insights.
This tab helps you find out what interests your law firm’s advertising audience on LinkedIn.
It’s quite simple: this tab indicates where your audience is. You can filter by City, State, Country and Continent.
Here, you can see criteria related to your audience member’s job, such as job title, seniority level, years of experience, skills, and title.
Here, you’ll see criteria related to the companies your audience works for, such as company name, size, industry, and growth rate.
How to Use Audience Insights for Better Results on Your Law Firm’s LinkedIn Ads
Audience Insights offers a huge amount of data. You can use this data to improve campaigns and reach more people. Try the following for your law firm’s LinkedIn ads:
1. Do a targeting audit
To some extent, you can perform this type of audit using the “Demographics” feature, but this data is more granular. If your matching audiences are based on things like conversions (like form submission), you can view the specific criteria used and understand if you’re targeting the right people. In some cases, you may need to refine your targeting by applying exclusions or additional layers. Criteria can be based on things like lead generation form opens and submissions, who clicked on single image ads, or who visited certain pages.
2. Target based on interests
Marketers can use Audience Insights to understand what interests their audience most and which ones are worth targeting to ensure ads reach truly valuable prospects.
3. Explore native targeting options
Matched audiences allow you to hyper-target the specific people you want to reach. For example, if you practice account-based marketing (ABM), you’ll appreciate the ability to target the exact people you need. Audience Insights allows you to reach those who are outside of your normal target window, but are still a qualified lead. You can use this feature to better understand what constitutes your ideal customer. What job titles, skills, or level of seniority are they likely to have? Then use these criteria to create native campaigns to test with your matched audiences.
For a simple guide to creating an ideal client profile, check out this free option for law firms: Law Firm’s Guide to Creating an Ideal Client Profile.
4. Create Matched Audience campaigns
We alluded to this a bit above, but this new feature makes it easier to develop tailored audience campaigns that are layered to target your ideal prospects. For example, if you want to build a campaign around people targeting a certain part of your website, but only according to certain criteria parameters. With Audience Insights, you can see what type of people are visiting those pages, and then in the Campaign Build view, you can overlay any exclusions or inclusions without having to switch to different tabs.
You’ll likely find the Audience Insights feature a welcome addition to your law firm’s LinkedIn ads. Try using these tactics to create campaigns that effectively reach your ideal prospects.