Overview
On average, the top 10% of LinkedIn target audiences consume 80% of budgets! This leads to lopsided reach where smaller accounts don't get enough attention through your LinkedIn ads and you end up wasting your ad budget on over exposed larger accounts. With Factors, you can set up Smart Reach to ensure that all your target accounts get just the right amount of attention while maximizing account reach and RoAS.
Set up custom rules to define how many impressions or clicks should specific accounts receive to ensure your budget is efficiently distributed among all your target accounts. Once an account reaches a defined impression or click count, it will be excluded and will not be shown ads for the remainder of the capping interval. This saves your budget and allows it to be re-distributed between other target accounts.
How to set up capping rules
To begin, navigate over to Smart Reach by clicking on "AdPilot" in the top navigation bar and then clicking on "Smart Reach" Then, click on "+Add New Rule".
Once you click on "+ Add New Rule", you can start setting up your rule. First, you need to pick a capping level. This defines at what level clicks and impressions will be counted and at what level should an account be excluded. These are the different levels and how they work.
Campaign level: Once an account meets the defined criteria for impressions and clicks through ads from any of the configured campaigns individually, it will get excluded from all the configured campaigns.
Campaign group level: Once an account meets the defined criteria for impressions and clicks through ads across all of the campaigns belonging to one of the configured campaign groups, it will get excluded from all of the campaigns belonging to all of the configured campaign groups.
All Ad Accounts level: Once an account meets the defined criteria for impressions and clicks through ads across all of the campaigns from all ad accounts, it will get excluded from all of the campaigns from all of the ad accounts.
Once you select a capping level, you can define the criteria for impressions and clicks. You can do this by either setting a default criterion that applies to all accounts or setting advanced rules that define different criteria based on the type of account.
With default rules, you can assign the same impression and click count cap to all accounts. Based on the capping level selected in the prior step, once an account reaches either of these caps (either impression = 1000 OR clicks = 5), it will get excluded.
With custom rules, you can define custom capping criteria for different kinds of accounts based on their account properties. For example, you can set up criteria based on the country an account is headquartered in.
The order in which the criteria are checked is as follows:
First, custom rules are checked. If the account doesn't match any of the custom rules, then, the default criteria of impression and click count is applied.
If an account matches multiple custom rules, the first one that gets met going top to bottom is applied. For example, if an account belongs to United States and its industry is also Software and Technology, then the condition that gets met first will be applied.
Note- A maximum of 200 accounts can be excluded at once within a single campaign. This means that once 200 accounts have been added to the exclusion list in a single campaign, no more accounts can be excluded till the remainder of the capping interval.
Once you are satisfied with the capping level and capping criteria, simply give your rule a name and hit "Publish".
Unsure about how to set the ideal capping criteria or have questions about Smart Reach? Share your questions with us and allow us to help elevate your LinkedIn ads ROI to the next level.