If you’re new to LinkedIn, or more familiar with Facebook, one of the first things you’ll notice is that LinkedIn has a more simplified campaign structure. In LinkedIn, your objective, targeting, optimization, budget – and just about everything except for ad creative – are controlled at the campaign level.
In order to change any of those elements, you’ll need a separate campaign. You’ll also need a new campaign if you want to try different types of ads, like single images or carousels.
This can become hard to manage if you have various campaigns doing essentially the same thing, but with different audiences, budgets, or creative types. LinkedIn added Campaign Groups a few years ago in order to improve organization on the platform, but utilization is still relatively low.
If you want a well-oiled campaign structure, or don’t want to hunt around for specific variants, you should learn how to use Campaign Groups. Campaign Groups are exactly what the name implies: groups of LinkedIn campaigns. They sit on top of the organizational structure and can be set to run at specific times with specific budgets, or always on with no set spending limits.
LinkedIn marketers should consider using Campaign Groups to improve the organization of their specific marketing initiatives.
For example: If you’re a B2B marketer running campaigns with different end goals like brand awareness video views, whitepaper downloads, and demo requests, try using a separate Campaign Group for each initiative.
Not only will this keep your structure cleaner and more organized, but you can also apply specific overall budgets and run times to those campaigns as a group.