To use this integration, you must have the Terminus Engage product (advertising) as part of your subscription. Additionally, you must have an active LinkedIn advertising account set up. For information on how to integrate your Terminus and LinkedIn advertising accounts, please reference this article.
Tactic and Campaign Structure in Terminus
In Terminus, a campaign is a group of one or more tactics that share a common identifying factor or goal. A tactic is what allows you define your unique advertising audience, delivers your creative set(s) to that audience, and allows you to set specific budgets for ad serving, etc. For more on the campaign and tactic structure in Terminus, check out this article.
Whether you’re building a brand new campaign or adding a new tactic to an existing campaign, you’ll start off by clicking the “New Campaign/New Tactic” button, which is accessible on all of the main sections of the Terminus Engage navigation. You’ll then be directed to the the Campaign & Tactic Builder.
After clicking on the "New Campaign/New Tactic” button, you will navigate to the Campaign & Tactic Builder page. The first step in the builder is to either create a new campaign, or add a new tactic to an existing campaign. If you would like to use our "copy from existing tactic" feature (which allows you to clone the setup of a previously created tactic and adjust as needed), you can select the orange link below the "Create a Campaign/Tactic" button, with the prompt "use the old Campaign Builder, instead."
Building Your Campaign
Step 1: Naming Your Campaign / Tactic & Selecting Audience Source
Once you have clicked into the Campaign/Tactic builder, you can begin creating your new campaign/tactic as well as selecting the audience source.
The settings on this first page include:
- Create new campaign - This will allow you to launch a brand new campaign, with new associated tactics. You’ll begin building the first advertising tactic within that campaign in the next step.
- Add to existing campaign - This will give you the option to add a new tactic to an existing campaign. Once you select an existing campaign to add the tactic to, you will have the option to create a new tactic. If you would like to copy a tactic from an existing tactic, please go back to the previous page and select the "use the old Campaign Builder instead" link.
- Campaign Name – Enter the name of the campaign that the tactic you are building will be a part of. Generally, a campaign name will be more generic, and will help define the overall goal of the associated advertising tactic. For example, "Q1 Demand Gen - Key Verticals."
- Tactic Name – Enter a name for your tactic. This is typically different than the campaign name, and will help you identify separate tactics within the campaign. For example, "Technology Vertical - Marketing Personas." In Terminus, "Tactic Name" will = "LinkedIn Campaign name."
On this first page, you'll also be asked to identify what advertising channel you'd like to serve ads on - either Display or LinkedIn. In this article, we'll walk you through how to launch a tactic on the LinkedIn channel. For more information on our display advertising channel, check out this article.
After selecting your channel, you'll be asked to identify the audience source for your target account list. Audience source determines where we'll be pulling in your target account list information from, and may vary based on your advertising strategy and/or technology stack.
While LinkedIn's account targeting option for Sponsored Content only offers the option to upload a static list of accounts, Terminus's integration gives you the ability to either upload a static list, or leverage one of our integrations to create dynamic LinkedIn audiences. Depending on your feature access, you may see several options under "Choose your audience source." A list of all of our available options and integrations for this section can be found here, and more information on these integrations can be found under the Integrations and Configurations section of this knowledge base.
Step 2: Audience Selection
In this article, we'll walk you through the steps for leveraging two of our primary audience source options - Salesforce and .CSV list upload. When building your list of accounts keep in mind that, at this time, there is currently a maximum of 200 accounts (via the Terminus <> LinkedIn integration) that can be targeted in any one LinkedIn Sponsored Content Campaign at a given time.
If you select Salesforce as your audience source, you’ll use the Salesforce audience builder, (available via our Salesforce advertising integration), to create rules that will identify your target accounts in Terminus.
You can build your audience from the Campaign, Lead, Account, or Opportunity objects in Salesforce. Using standard or custom Salesforce fields on these objects, you can create rules to build your list of accounts to target. As data changes in your Salesforce instance, the audience will automatically update in Terminus via our nightly sync.
For example, if you target Opportunity accounts where "Stage = Demo," then all the accounts in the Demo Stage will be brought in from Salesforce and will be part of your targeted account list for that tactic. As the Opportunity Stage of other accounts is changed to "Demo," new accounts will be automatically added or removed.
When using Salesforce as your audience source, an account that moves to an "Inactive" status (due to changes in audience source rules and/or progression rule), will not be moved to an "Active" status again. For this reason, the of use highly dynamic fields (re: fields that are updated regularly), like "Lead Status" or "Engagio Minutes" is not recommended for this integration. Customers that have access to the Account Hub, however, can leverage dynamic field functionality when using Account Hub as their audience source.
The Salesforce audience builder operates on Boolean logic, meaning you have the ability to layer on different Salesforce audience criteria (via "IS/IS NOT," "TRUE/FALSE," and "AND" operators) to get down to your desired list of target accounts.
Once you have your audience set, you will also have the option to define progression rules, under the "Account Progression" section. A progression rule will dictate, based on changes made in Salesforce, when any one account should stop seeing ads in that tactic. You can set a progression rule to capture positive forward movement in the marketing and sales process, rather than having to turn accounts off manually.
For example, if you are targeting accounts where "Status = Net New", you might want to set the progression rule to "Created Opportunities > 0" to capture all of the accounts that are converted to new sales opportunities from that tactic.
CSV List Upload
If you select the list upload option, you will be prompted to upload a list of accounts in a .CSV or vnd.ms-excel file format that is less than 10,240kb and contains fewer than 201 rows. You will need to ensure that there are two header columns included in your list:
- "Company Name" that contains all of the names of the accounts you wish to target.
- "Company URL" with all of the websites associated with those accounts.
You will also have the option to manually input Company Names and URLs. If you have any questions about formatting your Excel file for upload, please contact your Terminus CSM or firstname.lastname@example.org.
If you select list upload, you will be prompted to upload a list of accounts in a .CSV file format that contains fewer than 200 rows. You will need to ensure that there are two columns: one titled Company Name that contains all of the names of the accounts you wish to target and one titled Company URL with all of the websites associated with those accounts. You will also have the option to manually input Company Names and URLs. If you have any questions about formatting your Excel file for upload, please contact your CSM or email@example.com.
Step 3: Audience Targeting
On this page, you define which personas within your target accounts will be served ads from this tactic. Note: At this stage, the Terminus Campaign / Tactic Builder will be leveraging targeting options from the LinkedIn Advertising platform.
The first setting in this section will prompt you to select which locations you'd like to target your list of accounts in. You can select one or multiple countries to target by typing in the "Country Names" box. Note: This option is pulling information directly from LinkedIn's database, and is based on the user's location.
Select Department, Seniority or Job Titles
Once you've selected your locations, you have the option to either narrow your audience by Departments/Seniority OR specific Job Titles (you cannot select both options).
Step 4: Budget and Duration
In this step, you will input additional information to control the spend and run time for your advertising tactic.
- Budget – You will be able to set a daily budget for the tactic, and you also have the option to set a total budget. Since we are using LinkedIn's bid type of cost-per-click (CPC) in the Terminus integration, if there are no clicks registered by LinkedIn, you are not charged for any costs incurred during that period. To learn more about budgeting with LinkedIn, check out this guide.
- NOTE: Currently the Terminus integration only supports LinkedIn ad account whose billing currency is in US Dollars (USD).
- Duration – You have the option set a specific end date for your tactic, or you can let it run "indefinitely," which means the tactic will run until it is paused or archived. Note: If you set a total budget and a specific end date, your tactic will stop running based on whichever setting is reached first.
Once your total audience size (number of unique members across your account list based on the targeting criteria you set) is determined, LinkedIn will recommend a bid value. Bid values are based on current competing bids by other advertisers targeting same audience on LinkedIn. To get your LinkedIn Tactic started, Terminus will use LinkedIn's recommended bid value. We will show the bid value LinkedIn suggested in Tactic Detail page when it’s available.
Please note: LinkedIn requires that a tactic (a campaign in LinkedIn) has a target audience of at least 300 members. Until that number is met, LinkedIn will not be able to start advertising to the target audience. If your audience returns less than 300 members after submitting, you will be notified.
Step 5: Campaign Creative
The next step in the process is to build your Sponsored Content creative. As you build your content, you can see a preview (to your right) of how the creative will appear in the LinkedIn feed. You will have the option to run up to 5 creatives within one Sponsored Content campaign at a time. Note: you company name and logo will populate (via your LinkedIn company page / ad account) when the campaign is live.
The options you need to input in this section are:
- Introductory text - Maximum length of 150 characters.
- Title - Maximum length of 70 characters.
- Landing Page URL
- Creative Name
- Creative Image (Must be a valid dimension: 1200x627. Must be png, jpg, jpeg. Must be under 5,000kb)
Step 6: Review & Submit
Before submitting the tactic, you will be able to review all your selections, including the name of the campaign, the audience and targeting options, and other settings such as budget and duration.
Once you've reviewed all of your settings, hit the "Submit" button - and your part is done! After submitting, your tactic is sent to Terminus to be reviewed and launched. LinkedIn tactics are still held to Terminus's standard 3-4 business day SLA for launch.
Additional Settings: Discard Tactic and Create a Draft
At the bottom of every page of the Campaign / Tactic Builder you will see an option to "Discard Tactic." This will allow you to discard/delete the tactic you are currently building.
- Cancel – Selecting "Cancel" after clicking on "Discard Tactic" will cancel the request to discard the tactic.
- Confirm – Selecting "Confirm" will confirm that the tactic should be discarded, and a draft of your tactic WILL NOT be saved.
You are also able to save a tactic as a draft in order to revisit it at a different time. Navigating away from the page while creating a tactic will automatically save the tactic as a draft. You will then be able to see your tactic in ‘draft’ status in the Campaign Overview page.
If you have any additional questions about launching a LinkedIn Sponsored Content Campaign through Terminus, please reach out to your Terminus CSM or contact firstname.lastname@example.org.