Formats and objectives
| Format | Objectives | How Demander builds it |
|---|---|---|
| Sponsored Content: single image and article ads | Brand awareness, website visits, engagement, lead generation (with a Lead Gen Form), website conversions | Posts authored by your Company Page that appear only as ads |
| Sponsored Content: video | The same, plus video views | One MP4 per ad, 3 seconds to 30 minutes, uploaded before the campaign is created. Video ads get their own campaign, because a LinkedIn campaign takes one ad format. |
| Message Ads | Website visits, or lead generation with a form | One message from an approved sender, bid per send |
| Conversation Ads | Website visits, or lead generation with a form | A message tree with buttons, from an approved sender, bid per send |
Every campaign is created paused inside an active campaign group, so the campaign itself is the one launch switch. The minimum daily budget is about 10 USD.
Targeting named accounts and buying roles
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Company lists
Target accounts upload as company lists (Matched Audiences DMP segments) with company names, domains and organisation URNs. No personal data is needed, which is why prospect lists reach LinkedIn as company lists only.
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Roles on top of the list
Each campaign pairs the company list with the job titles, functions and seniorities of one buying-committee role, or a group of roles. Free-text titles are matched through LinkedIn’s typeahead, and unmatched ones are dropped.
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Staying above the minimum
LinkedIn serves to audiences of at least 300 members. When a role is too narrow, Demander widens one step at a time (titles, then functions, then seniorities, then the company list alone) and reads LinkedIn’s live audience count before launch.
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Retargeting and exclusions
Stage lists sync as company lists of identified accounts, and each gets the ad for its next step once it matches 300 companies. Customers and accounts in sales are excluded from every acquisition campaign.
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Predictive audiences
LinkedIn retired lookalikes on 29 February 2024. Demander builds predictive audiences from a company or contact list of at least 300 rows where LinkedIn has granted its private Predictive Audiences API; otherwise it uploads the seed and opens a guided task for Campaign Manager.
Lead Gen Forms, Message Ads and Conversation Ads
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Lead Gen Forms
Created at publish, or attached by id, with the questions you choose: name, e-mail, company, job title, phone, country. Responses are read every 15 minutes and forwarded to your lead destinations.
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Conversation Ads from your journey
The persona’s journey messages and offers become a message tree of up to 25 nodes, each up to 500 characters with 1 to 5 buttons. Demander sends LinkedIn’s test message before activation, and each step is an action that passes the gate.
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Opt-in in Europe
Members in the EU, EEA and Switzerland receive Message and Conversation Ads only if they opted in, so reach there is smaller. The sender has to be approved as a Message Ads sender in Campaign Manager.
Conversions and bidding
An account moving into sales, a new opportunity, a won deal and the conversions you mark go to LinkedIn’s Conversions API every hour in live mode. Each event is identified by the li_fat_id click id from a consented visit, or by a SHA-256 hashed e-mail of a contact who consented.
Bids sit on the campaign. LinkedIn’s automated bidding for the objective is the default. Demander-managed bids can be a manual CPC or CPM, or a cost cap where LinkedIn allows one; lead generation and website conversion campaigns have no cost cap on LinkedIn, so Demander offers none there. See budget and bidding.
Access and approvals
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What you do
Sign in with LinkedIn as a member with a Campaign Manager role on the ad account and access to the Company Page. Demander reads the account currency and organisation.
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Advertising API tiers
LinkedIn starts every app on the Development tier, which can edit at most 5 ad accounts with unlimited reading. The Standard tier lifts that limit and is a separate application that LinkedIn decides case by case.
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Separate products
Matched Audiences (company lists, contact lists, predictive audiences) and the Conversions API are approved separately from the Advertising API. Company Page posting runs on a second LinkedIn app, because LinkedIn requires its Community Management API to be the only product on an app.
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Reconnecting
Without LinkedIn’s programmatic refresh tokens, members re-consent every 60 days. Demander marks the connection and e-mails owners and admins when it needs a reconnect.
Questions people ask
How many LinkedIn ad accounts can Demander edit?
LinkedIn limits apps on the Development tier of its Advertising API to editing five ad accounts, with unlimited reading. The Standard tier removes the limit and is granted by LinkedIn at its discretion.
Do you upload our contacts to LinkedIn?
Company lists carry company names, domains and organisation URNs only. Contact lists, used as seeds for predictive audiences, hold customers and consented contacts, and people who opt out are removed. Prospected contacts in the EU, EEA, UK and Switzerland are never uploaded.
Can Demander send LinkedIn messages or connection requests for us?
It drafts them and a person sends each one from their own LinkedIn account, within 20 a day and 80 a week per sender. LinkedIn has no API for these messages and bans automating them.
What is the smallest audience LinkedIn will serve?
300 members for a campaign. A company list used for retargeting needs 300 matched companies before its campaign can launch.